The components of a market letter correspond with those of a typical cover letter:
A first paragraph says why you're particularly interested in the potential employer.
A longer section about your experience that correlates your skills, personality traits and credentials with those the employer needs.
A section explaining how you plan to follow up on your letter the following market letter was written by Lynne Dicker during her search for a regional management position with a national temporary firm. Because she wanted to submit her credentials quickly but lacked a prepared resume fit ting the position's requirements, she chose to send a market letter.
Also take a look at Lynne's resume. Although she prepared it for another employer, notice how she extrapolated the most important information for her letter to Southwestern.
Market Letter and Resume
4131 Edge creek Drive
Dallas, Texas 75227
February 14, 199X
Donna Allen
The Southwestern Company
P. O. Box 305140
Nashville, Tennessee 37230
Dear Donna:
It was a pleasure talking with you on Tuesday. One of the most intriguing things you told me about Todays Temporarys is that it was ranked #3 by the Dallas Business Journal. When I researched the article, I was excited to learn that Todays Temporarys has been in business only since 1982, while its major competitors started in the 1940s. This indicates to me that your firm is an aggressive, savvy, fast-moving company with a clear mission. I am attracted to those qualities in an organization and view it as the kind of firm with which I want to be associated. I think you will understand why as you read about my past experience.
When I left New York City, where I serviced accounts such as Harry Winston, Macy's, A&S, Fortunoff, Zales, Kay's, Saks Fifth Avenue and Service Merchandise for ODI, I moved to Dallas to become manager of electronics with Macy's in the Dallas Galleria. After the fall season, I joined Finlay Fine Jewelry, a former account I reestablished at ODI. Finlay is the nation's largest fine jewelry leasing company with over 800 locations in fine department stores.
During my three years as Regional Coordinator for the 21 Foley's fine jewelry departments, we enjoyed double-digit increases every year. I developed happy, professional salespeople who executed beautiful displays in well-run departments and, most importantly, made the cash register "sing" by closing sales. My proudest accomplishments have been in helping managers cultivate the skills necessary to be successful. Because of my achievements, I was promoted to Assistant Group Manager in August 199X. I am responsible for the $10 million cost of merchandise and the advertising for our group, which exceeds $1 million. I supervise 3 buyers, 3 regional coordinators and an office of 13 highly motivated "go-getters."
This past Christmas season, we were the #1 group in our region, which was the #1 region in the country. We achieved our nine-week Christmas sales goal of more than $6,433,000. We sold more than $17,000,000 for the year. Only seven groups out of 50 in the nation made their Christmas plan during these difficult economic times. I am proud to have been a driving force in that effort.
My planning and motivational talents made a difference.
I will call you next week to confirm receipt of my letter and schedule a time for us to get together. I really look forward to discussing how my skills and experience can benefit your organization.
Sincerely,
Lynne Dicker
LYNNE DICKER
4131 Edge creek Drive
Dallas, Texas 75227
(214) 991-1524
OBJECTIVE: Vice President of Merchandising and Marketing at Melart Jewelers.
PROFESSIONAL SUMMARY:
- Adept at juggling many projects simultaneously, adjusting priorities as needed.
- Receive tremendous satisfaction from setting and achieving goals.
- Highly skilled at maximizing the potential of vendor relationships.
- Particularly enjoy training and mentoring staff to be the best they can be.
- Talented at finding solutions to problems, even if it requires swimming upstream.
Finlay Fine Jewelry, the nation's largest fine jewelry leasing company with more than 800 department store locations.
Assistant Group Manager, 1989~Present
- Manage 3 buyers, 3 regional supervisors and an office of 13 highly motivated staff.
- Emphasize goal setting as a motivational tool. Create contests, awards and fun activities to encourage achievement in sales and operations.
- Select items for all catalog, ROP and direct mail advertising.
- Determine price points and key items to maximize gross margins.
- Recognized as the authority in customer service for my three-state group of Foley's Fine Jewelry departments.
- Train branch managers to use good judgment, develop creative options, and defuse problem situations.
- As the only Regional Coordinator for 21 branches, made goals for Christmas season in 1987, 1988 and 1989 with double-digit Increases over previous years.
- Spearheaded the turnaround of several branches in a 21-store group.
- Worked closely with buyers to put the right merchandise in each branch.
- Fostered a climate where branch managers and staff shared their successful ideas and problems with one another.
National Sales Manager, 1982-1987
- Started as a sales representative for TOLA. Developed 30 new accounts in this virgin territory. After four months promoted to the corporate office.
- Personally called on 50 key accounts including mass merchandisers (Service Merchandise, Montgomery Wards), wholesalers, department store chains (Macy's, SaksFifth Avenue) and retailers (Zales, Gordons, Kay's, Finlay) resulting in more than $4 million in sales per year.
- Created numerous promotional programs including the "Diamond Total Weights, "which increased annual volume by 33%.
- Hired and trained a new sales force of Regional Sales Managers in both sales and operational techniques.
- Designed new MIS systems to increase sales information on specific items and trends. Zaie Corporation, Dallas, TX Jewelry Manager, 1981-1982
- Managed 40 people in the fine jewelry department of this flagship catalog showroom.
- Assisted Regional Vice President in troubleshooting at other showroom locations.
- Marketed photographic camera equipment to financial institutions, health care, educational, manufacturing and retail establishments. Opened and managed accounts.
Certificate, Harvard Business School, Boston, MA ''Management Strategies for the Small Firm"
M.A. Northeastern University, Boston, MA B.A. University of Iowa, Iowa City, LA
PERSONAL:
Interests include traveling, reading, needlepoint and aerobics.
Broadcast Letters
So far preference is given to tailored cover letters. However, not everyone agrees with this viewpoint. A number of job seekers (and their career counselors) believe they should tell as many people as possible that they're available for new opportunities. They think the quantity of the letters they generate is more important than the quality (tailored content) of each one. Consequently, they write one carefully constructed letter (or letter and resume) and send it unsolicited to employers, search firms and various other contacts. They know they're playing a numbers game, but they assume that sending out 500 letters will generate a 1 to 5 percent response rate. This means they might receive 5 to 25 phone calls or letters asking for more information.
People do land jobs this way, even though the chances of any one letter leading directly to a new position are slim. If you decide to try this approach, you can either send a generic cover letter and resume or combine the two in a broadcast letter. A broadcast letter's main purpose is grabbing a reader's interest and encouraging him to respond. Since it replaces a resume, it must describe experience in greater detail than in a typical cover letter. And to intrigue readers and beat the usual response rate, it often includes a clever opening remark or philosophical statement. This approach may strike some recruiters as avant-garde, cavalier or flaky, but it may pique the interest of others enough to schedule an interview.
Advantages of Broadcast Letters versus Cover Letters and Resumes
Most job seekers assume that sending cover letters and resumes to potential employers and search firms is a poured-in-concrete tradition. However, the road less traveled offers certain advantages over the typical letter/resume combination.
Broadcast letters:
Are broadcast letters shorter than a letter/resume combination. If you're planning a major direct-mail campaign, a broadcast letter will get your message across more quickly than the alternative, saving you time, paper and, possibly, postage
They provide more information than a typical letter.
Allow you more flexibility to discuss your experience than the usual chronological resume, which requires listing all of your experience by job title, starting with your last job first. A functional resume also provides this type of flexibility, but many HR and search executives assume that job seekers who use them are trying to hide something.
Candidates who send broadcast letters that omit dates of employment won't suffer the same stigma because readers aren't anticipating a specific format.
They are unique. A few people use broadcast letters, so you'll automatically stand out by sending one in lieu of a letter/resume combination.
Disadvantages of Broadcast Letters
As with many of life's paradoxes, what helps in one circumstance may be a hindrance in another. While broadcast letters are shorter than cover letter/resume combinations and provide added flexibility, many corporate recruiters and executive search firm professionals aren't interested in seeing anything but chronological resumes. When they receive your broadcast letter, they won't appreciate your individuality. In fact, they may be resentful about not getting the information they need, in the format they expect. Because they're deluged by correspondence from job seekers, they have no compunction about round-filing you.
As with any risk you take to differentiate yourself from your competition, sending a broadcast letter may be perceived as unconventional-even unprofessional. To clarify the issue, ask yourself: If I really like this type of letter, but the person who receives it doesn't, do I truly want to be part of his team? Sending a broadcast letter may automatically eliminate you for some openings, and heighten your marketability for others, depending on the personalities of the employers. Only you can decide if this self-selection process is a plus or a minus.
Broadcast Letter Target Groups
There are several schools of thought about where to target broadcast letters. Some people want to tell everyone they know-friends, fellow alumni, country club and tennis buddies, friendly acquaintances, neighbors, professional organization colleagues, members of their church or fraternal organization-that they're seeking a new position. Others call these people by phone, saving their broadcast letters for individuals they don't know, such as company representatives and headhunters.
A variety of people who regularly receive correspondence from job seekers say the best way is to use broadcast letters to entice line managers and recruiters at contingency firms to call. Executives at retained search firms are firmly in the chronological resume corner. Broadcast letters don't give them enough information to satisfy their specific needs. HR professionals also aren't comfortable with approaches that deviate from the traditional cover letter/resume combination.
Selecting the Individuals to Receive Your Broadcast Letter
As with any good cover letter, a broadcast letter should be personally addressed. If you aren't hunting for a specific person, as you would when sending a tailored letter, it's easy to find plenty of people to whom to send your correspondence. For instance, if you're planning a direct-mail campaign designed to reach several hundred executive search professionals, you should:
Locate a copy of The Directory of Executive Recruiters (1995, Kennedy Publications, Fitzwilliam, NH).
Decide how many letters to send.
Determine how you'll choose your recipients, either by industry, profession or geographic area.
Select the specific firms and individuals who'll receive your letters.
Use this process to develop mailing lists from directories of professional organizations, executives, companies or any other group that might be helpful in your job-search campaign.
Creating a Database
Once you've decided whom to contact, put their names, addresses and phone numbers into a database that can serve two main purposes:
- To mail-merge each of the entries with the text of the letter.
- For making follow-up contacts, if you have the time and inclination.
Most word-processing software has a database management component for mail-merging and other purposes. Read your owner's manual to learn how to input and sort the names by categories.
Candidates who don't have the computer equipment or software to create a database can contact a vendor who'll do so for a fee. Many already have appropriate lists in their computers. Talk to these firms about their procedures and costs, and then pick one that suits your needs, time frame and budget.
The Mail-Merging Process
The process of printing or copying hundreds of the same letter, then typing in individual names and addresses is not only tremendously time consuming, but the final results look very unprofessional. If you're doing a major direct-mail campaign, always use a computer and a laser or state-of-the- art ink jet printer to create hundreds of original documents and envelopes. This individualized approach won't guarantee that you'll emerge a prime candidate, but neglecting to send crisp, clean, professional letters will eliminate you in a minute.
Be sure to use high rag content stationery and envelopes and first-class stamps on all your letters. Bulk mail may save money, but a first-class stamp makes your letter seem important. If you cut corners by using third-class postage, readers will probably assume the same letter is going to hundreds or thousands of other people and, consequently, isn't worth their time.
Even when you're playing a job-search numbers game, it's important to give targeted recipients a feeling of exclusivity. How do you feel when a bulk- mail letter arrives stamped "Confidential" on the front, while a message inside claims you're one of a chosen few to receive it? Do you believe this statement? Not likely. In fact, you're probably offended by the implied assumption that you're gullible enough to swallow this line.
Broadcast Letter Components
In addition to the usual heading, inside address, closing and signature, broad cast letters have three essential components:
An initial quip or paragraph used to "hook" the reader's attention.
A section describing highlights or aspects of your experience that match the reader's needs otherwise known as "the meat." "The call to action," a closing paragraph or statement encouraging the recipient to call you for more information
The Hook
Since your broadcast letter is being sent unsolicited to companies and search firms, it's important to capture readers' interest quickly. Otherwise you risk losing them altogether. Since you're mailing the same letter to a large number of people, you can't use the tailoring techniques suggested for cover and market letters. Find another, more innovative way to keep them reading. Using a catchy phrase, sentence or short paragraph like the examples that follow is one approach:
Are you tired of programmers who spend a year or two with your company, then leave? If you are interested in finding committed software professional who thinks loyalty is a virtue, read on.
Customer service is more than a business tool. It's a mission. If your customer service efforts are falling short of your expectations, you need a manager whose primary goal in life is building relationships that surprise and delight your clients. You need someone like me.
Robert Half's Resumania
One candidate sent an employer a seven-page letter that had this eye-catching first paragraph: "Where do babies come from? The Stork brings them. Everybody knows that. They are not found under toadstools early in the morning, like some people say. Nobody gets up that early."
This job seeker was hoping to show that he didn't think like other people.
These openings are blatantly self-serving and, from most people's perspectives, downright boastful. That's what makes them fresh and thought provoking. While readers may think these opening statements show tremendous chutzpah, they may be sufficiently intrigued to continue reading, which is exactly the outcome you want.
If you can't bring yourself to take the preceding approach, try writing a more businesslike first paragraph that refers to industry trends or a generic problem that many companies are trying to solve. Here are some typical examples:
A recent Wall Street Journal article says that businesses must sensitize their employees to the diverse attitudes and expectations of their colleagues and customers or risk losing prospective associates and sales to more savvy competitors. If you have a client company that is concerned about its ability to build successful teams or compete in the global marketplace, perhaps I can be of service.
Human Resources used to be a department full of people whose main function was building trust with all company employees. But in the past 5 to 10 years, its role has changed. Now HR professionals must have great people skills and be experts in employment law, health-care programs, complicated compensation and pension plans, and a variety of other complex issues no responsible management team can afford to ignore. If you've decided it's time to increase your corporation's expertise in these critical HR areas, perhaps we should talk.
The Meat
The bulk of your broadcast letter will summarize job-related experiences that might interest your entire group of readers. Because you aren't tailoring this letter to a specific job or company, make this section generic enough to attract a number of organizations.
This part of your letter replaces your resume. It should describe your experience in narrative format, rather than the bullet points of a typical resume, and may include references to your career philosophy or mission. On pages 208-211 are examples of a good resume and a broadcast letter using the same experience. Note how they spotlight many of the same achievements, yet look quite different.
Broadcast Letter and Resume
BELINDA HERNANDEZ
1420 Fair Oaks Lane
Euless, Texas 76039
817-547-0285
September 11, 199X
Mr. Raul Ramirez
Vice President, European Operations
Global Communications
2000 International Way
New York, NY 10020
Dear Mr. Ramirez:
Twenty years ago I came to the United States scared, excited and full of hope. Like many of the global citizens your company serves, I desperately needed a few friendly faces and access to resources that would help me assimilate into the American culture as quickly and easily as possible. Unfortunately, no such resources were available for the young wife of a Spanish businessman bent on making his mark in the United States.
Today, many international organizations offer training in both the languages and customs of the countries where they do business. They realize that a failed overseas assignment is incredibly costly, both in terms of money (lost sales, moving and living expenses, etc.) and psychological wear and tear on the employee, his colleagues, and family. Because of my own experiences as a "trailing spouse" and my knowledge of foreign languages and cultures, I would like to be a part of your company's efforts to prepare your executives and their families for the adventure of living in another country.
As I was growing up in Barcelona under my grandfather's tutelage, he constantly reinforced the idea that an educated person was one who was fluent in a variety of languages. By the time I was 21, I could speak and write Spanish, English, Italian, Portuguese and French. This background, along with my degrees in business and nursing, came in very handy when I was Executive Assistant to the President of Imphaco International. During the time I worked with the CEO, I served as an interpreter for both South American and European executives, took dictation in four languages, handled documentation for import/export, and translated scientific and medical articles from a variety of technical and medical journals.
When I moved to the United States, I decided to complement my education with a degree in medical administration and simultaneously expand my knowledge of the English language. While attending college, I worked 18 hours per week at the school language lab teaching students both Spanish and French, At the department chair's request, I recorded tapes, still in use today, that illustrate the difference between Mexican and South American Spanish accents,
Shortly after completing my degree, I became Executive Assistant to the Director of Marketing at Diamond Triangle Petroleum, There I served as a simultaneous translator for meetings and teleconferences for Spanish, English and French-speaking professionals; handled correspondence in Spanish, French, Italian and Portuguese; taught Spanish to company engineers who were going to be stationed in
South America; and translated sales and advertising literature and engineering operations manuals from English to Spanish.
When the energy industry experienced massive downsizing, I moved into a liaison position with a regional transit agency, which used my medical and business knowledge in transporting handicapped individuals throughout the metropolitan area. During my seven years with SMART, I continued to do a lot of translation and interpretation, particularly for the Hispanic community. One of my most interesting assignments was serving as the interpreter for the Governor of Monterey, Mexico, when he and his entourage visited SMART to learn more about our program for handicapped citizens,
Now that my family is raised and I am free to relocate or travel, I would like to devote my career to helping people around the globe adjust and thrive wherever they are doing business. Having lived in Spain, England, France and the United States, I count myself as a citizen of the world who is comfortable in adapting to any culture. And through my volunteer work as a trained mediator, I've refined my communications skills to work effectively with individual personalities, whatever their culture.
If your organization is looking for a seasoned professional to help select and coach your employees and their families for overseas assignments or work with your sales staff in the nuances of negotiating with people of other cultures, please give me a call. I would like to assist your firm in making the global marketplace a more user-friendly environment for all its constituents.
Sincerely yours,
Belinda Hernandez
BELINDA HERNANDEZ
1420 Fair Oaks Lane
Euless, Texas 76039
817-547-0285
OBJECTIVE
Teaching Spanish and/or ESL courses for the Dallas County Community College District
APPLICABLE EXPERIENCE
In England developed own course curriculum and taught pro-bono English classes to the Spanish/Italian staff while at Fulbourn Hospital studying Psychiatric Nursing. (2 years)
As full-time student at Tarrant County Junior College Northeast Campus Hurst, I worked 18 hours weekly at the language lab helping students with Spanish and French. Recorded lessons on tapes illustrating differences between Mexican and South American Spanish accents. To my knowledge, tapes are still in use. (2 years)
At Imphaco International in Barcelona, Spain, as Executive Assistant to the President: (11 year) Served as interpreter for business executives from South America and Europe. Translated scientific articles from the American Medical Association, Psychology Today, and many other technically and medically-oriented publications. Took dictation in four languages. Handled documentation for import/export of pharmaceutical products.
At Diamond Triangle and Beta as an Executive Assistant: (2 years) Handled correspondence in Spanish, French, Italian and Portuguese with businesses in foreign countries. Translated sales and advertising literature and engineering operations manuals from English to Spanish. Taught Spanish to engineers and other staff twice per week. Provided simultaneous translations in meetings and teleconferences among Spanish, English and French-speaking professionals.
As the Administrative Liaison for Special Services at SMART: (7 years) Presented the HandiRides program in Spanish to the Hispanic community and its agencies. Took minutes of public meetings and translated them into Spanish. Served as department liaison with community leaders, politicians, governmental and social service agencies. Served as the interpreter for the Governor of Monterey, Mexico, and his aide, when they visited SMART to learn about its transportation program for the disabled community. Translated SMART information for the community from English to Spanish.
As a freelance Contractor for Accento, The Language Company: (2 years)
Translated technical, medical and legal material into five languages. Interpreted undercover tapes used as evidence for the court system. Translated a videotape about HIV and other communicable diseases for OSHA, timing the Spanish dialogue so it could be dubbed into the already-completed English version. Taught Spanish to groups of professional people.
Also tutored private students in Spanish using my own curriculum. (2 years)
EDUCATION
Business Degree (equivalent to a B.S.) University of Barcelona, Spain B.S. in Administration, Southwestern Medical University, Dallas, Texas Psychiatric Nursing (LVN), London, England Certified Mediator, Civil and Family, Dispute Resolution Service, Tarrant County, Texas
PERSONAL
Born and raised in Barcelona, Spain. Temporarily lived in England and France. U.S.Naturalized citizen.
The Call to Action
Because broadcast letters are sent to hundreds of people, you can't follow up on every one of them. Consequently, you'll have to depend on interested recipients to initiate personal contact. Your final paragraph or call to action needs to be a strong statement reiterating why you both should get to know each other better. In Belinda Hernandez's letter, her final sentence is her mission statement. It describes her career commitment from this time forward and her reasons for dedicating herself to it.
Some other call-to-action statements might look something like these:
Now you have my experience in a nutshell. I think you will agree we have a great deal in common in terms of wanting to make our cities safe and responsive to the needs of their citizens and visitors. My track record in law enforcement and my demonstrated commitment to reducing crime make me an ideal candidate for your police force, especially if you are looking for professionals known for their integrity and genuine concern for the neighborhoods they serve. If you think I might help in your efforts to make a difference in your city, please give me a call.
Ever since I was a young boy growing up in the inner city, I wanted to teach children and serve as a role model in helping them become proud, productive adults. Now that I have graduated with my degree in math education, I …………………..
Robert Half's Resumania
There's never any reason to say in a resume or cover letter how wonderful the resume and its writer are. A resume should stand on its own. The material contained in it should be relevant and give a clear, unencumbered picture of the candidate. Here are two statements from the cover letters of people who evidently don't agree:
"I am certain you will agree that once you read this resume, and have an opportunity to speak with me in person, you will find me a cut above anyone else competing for the same job with you."
Or, "I don't usually toot my own horn, but in this case, I will toot away."
But the job we have open is for an accountant not a musician.
I am finally ready to fulfill my mission. Please give me the opportunity to be a part of your team, where I know I can provide teenagers with the tools to overcome the destructive forces of the "hood" and move into mainstream society.
