Why most cover letters are terrible & how to make yours better
Cover letters are sales letters. You want to focus on your reader—and make them the hero.
“But Wes,” you say, “Isn’t a cover letter about me and what I bring to the table?”
Yes, but it’s IN RELATION to your audience, hiring manager, prospective client. So it might seem like it’s about you on the surface. But it’s really about them.
Most of the time, when I review an email, it's a great first stab. But a great first stab isn’t enough to stand out.
Usually my feedback is: “This is too much about you (the writer).”
So, what should you do?
Remove parts of your cover letter that are self-serving
First, check out this refresher about how to get people to say an enthusiastic yes. This applies to pitches of any kind, including cover letters.
You’ll see how much of your note is low-key secretly about you, rather than the other person. You have to hit rock bottom to move up, right?
Here’s an easy exercise to show how much of your letter is self-serving.
1. Highlight in yellow all the phrases where you talk about yourself and what you want. These are usually sentences that start with "I” or “my.”
2. Highlight in green all the places where you say "you". These are all the parts you talk about your recipient.
3. Step back and take a look at your note. Notice how much of the note is yellow versus green.
To see an example of this, check out this Google Doc where I’ve highlighted the text for a real reader’s cover letter.
And here’s an example of another client’s first draft of a cover letter. Look at the sea of yellow highlights.
If you’re like most of us, your reaction is, “Wow, I talk a lot about myself!”
The “What’s In It For Me” exercise: How to edit your own cover letter (or any sales copy)
Now that you see how much of your note is about you, it’s time to figure out how to make your note about the other person.
Write down your strategy for your cover letter or cold pitch. This seems like a pain, but it’s 90% of the work. Your execution will be much stronger and easier to do if you are super clear upfront on the outcome you want. This process will help you figure out what copy to write.
What part of this note mentions things that mostly benefit you? What about this benefits the other person?
What immediate next action do you want them to take when they see your note? Cut out anything that’s a distraction or meandering exposition.
Why would this person eagerly say yes to your request?
What perceived risks might this person have when reading your note? A busy person doesn’t have much time to meet for coffee, so “This person will waste my time” is a perceived risk. Consider a smaller ask altogether.
What are the semiotics and signals you’re sending?
Be strategic with the signals you send
You want to remind people of the right thing in order to put you in the right bucket. For example, a long letter might make you look more junior than you actually are. Would a senior executive write this way? You might want to opt for a short, warm, confident note instead.
On the other hand, if the brand is known for long copy and cares about candidates who can express themselves in writing, then opting for a longer note shows you understand their culture and would be a good fit.
For your audience, the default is to do nothing. Their lives were fine (more than fine) before you arrived. Their lives will be fine after you go away. So your goal is to help them feel enough excitement about you to overcome that inertia.