Alvah Parker is publisher of Road to Success and Parker's Points, e-newsletters providing strategies to advance your business and career goals. Click here to subscribe. Alvah is a Work/life coach, who can be reached at asparker@asparker.com, or visited on the web at www.asparker.com.

By Abby M. Locken

There is a familiar saying that goes "you never get a second chance to make a first impression." There is no time where that philosophy is more critical than when you are actively engaged in a job search.

When written properly, a cover letter serves as a powerful, effective complement to your executive resume. But, how do you go about making an impact with your cover letter without sounding boring or rehashing your resume?

For starters, think of your cover letter as a personal introduction to potential employers and hiring managers. Your goal should be to create a strong marketing document that shows your personality, your qualifications, your achievements and, more importantly, it should show your enthusiasm.

Overall, your cover letter should contain four to five brief paragraphs and generally be kept to one page. Focusing on the body and content development of the cover letter, your strategy should be as follows:

FIRST PARAGRAPH: This section of the cover letter truly serves as your personal introduction and sets the stage for the remainder of the document. Use this paragraph to give the reader an overall impression and insight about one or more of the following:

• What achievements have been consistent in your career?
• What value or benefit do you bring to the employer?
• How do your peers and colleagues characterize you?
• What is your professional/corporate reputation?
• What are your core competencies or areas of expertise?

Instead of:

I am responding to your recent advertisement for the Director of Information Technology as posted on Monster.com during the week of March 12, 2007.

Try this:

Achieving corporate success in today's business environment takes creativity, innovation, and persistence. As a leader in technology solutions, I have built a career helping large, global companies increase annual sales and improve profit margins through advanced software development and efficient IT planning.

SECOND PARAGRAPH: Now that you have captured the reader's attention and peaked his/her interest, it is time to support your introductory statements with hard evidence and quantifiable facts.

Use a recent accomplishment (success story) from your current position to demonstrate your capabilities and skills. For example:

Upon assuming my current position as Chief Technology Officer, I was challenged to devise programs that boost the company's technical capabilities and maximize its human talent without compromising production output or product quality. By renegotiating existing service agreements and instituting new application architecture, I delivered 30 - 80% cost reductions in annual technology expenses and spurred additional $2 million in revenue generation.

THIRD PARAGRAPH: Continuing to build the enthusiasm and energy, use this brief paragraph to either explain why you are seeking new executive positions or simply provide a lead-in to a bulleted list of your career achievements and milestones. Make sure to indicate the position and company for each achievement. For example:

• As Software Engineering Manager of ABC Solutions - increased inventory accuracy 95% and improved productivity 25% by implementing Enterprise Information and Reporting Systems.
• As Senior Software Engineer of United Bank of London - pioneered outsourcing of software development activities generating cost savings in excess of $750K.

OR

At this point in my career, the mission and work of YMCA are still deep passions of mine. However, I believe I would better serve the organization and make a greater impact through a senior leadership role.

FOURTH PARAGRAPH: Here is the opportunity to top off the cover letter with two or three final statements about your soft skills (leadership, relationship building, personal brand, etc.) that help make you the right candidate. For example:

Critical to my career success has been my ability to build relationships and alliances seamlessly with employees, customers, senior managers and industry leaders. I remain confident that my past achievements can be repeated and surpassed in a new environment.

CLOSING PARAGRAPH: Once you reach this portion of the cover letter, don't make the mistake of ending on a passive note. Clearly outline your interest in the position and indicate your desired course of action. For example:

While secure in my current position, I am confidentially seeking new executive challenges. I would welcome the opportunity to speak with you about the contributions I could make to your company. I will contact you on Monday, March 26, 2007 to schedule a possible interview.

In closing, never forget to thank the reader for his/her time and consideration. Employ these strategies and you will have a cover letter that places you at the top of pile.

(Note: Always do your best to get the correct name, spelling and title of the contact person to whom you are sending the cover letter.)

Abby M. Locke, president of Premier Writing Solutions, is a Certified Executive Resume Writer and Personal Brand Strategist who supports senior-level finance, accounting and technology professionals in career transition with customized, branded executive resumes and career marketing documents. Her resume samples have been published inNail the Resume! Great Tips for Creating Dynamic Resumes and Same-Day Resumes.

View Previous Issues