This paragraph conveys to the reader that you have been keeping up with the industry, that you've been thinking about the information you've come across, and that you are coming up with some creative ideas. (And, by the way, even if your idea is completely off base which is unlikely it shows, at the very least, that you are trying.) All of this sets you apart from the vast majority of applicants. What employer wouldn't even consider talking to the author of the above paragraph?
Not many. Unfortunately, there are two reasons that you can't just stop here, sign your name, and mail the thing. One is that the person who'll eventually be deciding to hire you may not even be looking at the letter yet: your letter maybe read by a personnel officer or a receptionist, and these are people who've probably read more cover letters than any human being should. Accordingly, they frequently bring a rather jaded approach to things. So you've got to try harder to stand out for them, which is a tall order.
The other reason is that even if you are talking to the decision maker, and even if he or she is considering talking to you, you want more than consideration. You want an appointment. So your goal is get them to want one, too. Fortunately, you have at least two more paragraphs with which to get your reader to decide that you're worth speaking to in person.
The second paragraph of the Exploratory Letter should explain in more detail why you have chosen that particular industry and why you have chosen to get in touch with your reader.
A couple of warnings are in order here, warnings that probably shouldn't need to be expressed in the first place, but fall into the "better safe than sorry" category. Make sure you don't say that Mr. Eyelet suggested you get in touch with your contact unless he actually did. Make sure not to use Mr. Eyelet's name in the letter unless you've first cleared it, at least informally, with Mr. Eyelet (it's a rare professional who won't be flattered by such a request). Make sure that you do know the broad outline of recent developments in the fashion shoelace field, lest you get caught flat footed in a subsequent discussion.
If the first three paragraphs don't get the meeting you're hoping for, nothing will, so you might as well end the letter in a fourth paragraph stating your next move.
The tone of the Exploratory Letter (and all the letters you write, for that matter) should be upbeat, energetic, and, above all, enthusiastic. The letter should make it perfectly clear that you are seeking advice only. Emphasize that you want very little of the reader's time. It is difficult for most people to turn down such a request. Most professionals(who aren't that many years away from having sought a job themselves) will look upon their appointment as a welcome reinforcement of their own self image, that of a qualified, competent professional in their field.
It's probably a good idea not to include a resume with this type of letter. Skeptical? Think about it from the employer's standpoint. What would you think of a letter that arrived in your hands with a resume attached? No matter what was outlined in the letter (which you might not even read once you noticed the resume) you'd probably assume the writer wanted a job. And you'd be right. So you'd "file" the whole thing in your "people who want a job whose resumes I should review when I get the time" folder.
If, on the other hand, you open a letter that arrives without a resume, it's likely that you'll think of it as part of your everyday "correspondence." And, if that letter is well written, engaging, and obviously composed by someone who knows something of the industry, you might even make a mental note: "I wish I had a copy of this person's resume!" Who knows you could add the person's name to the list of people you should get together with and simply ask for a copy. (Stranger things have happened!)
Stand out by not sending your resume... even if you've sent resumes with every piece of job search correspondence you've ever written before. The method may take a little time to get used to, but with the Exploratory Letter, it's the best idea.
Once you understand this technique, you'll see why mass mailings and form letters are strongly discouraged in any job search. They're expensive and time consuming. They produce very poor results (a 5 10% response rate is considered outstanding). And they could actually undermine your efforts once you catch on to how a real job search is conducted. Employers usually know when they have seen your name twice. If they were not impressed the first time (and they won't be impressed by a form letter), you'll have a tough time impressing them next time around. Take the time. Write fantastic Exploratory Letters. You'll spend your hours more productively and make a far better impression.
The Challenge Letter
This letter will challenge the reader to consider you as a possible candidate for a job. It's not unlike the Exploratory Letter; however, it is more forceful, and it incorporates more of a sales pitch. This is probably the most difficult job search letter to write. (Again, you may wish to consult the Appendix for tips on research techniques.)
Try to determine the biggest challenges that currently face the employer's company. Is it doing so well that it needs to expand? Is there tough new competition to be faced? Has the firm just experienced a downturn in profits? A hostile takeover? A friendly merger?
Some of this information may be difficult to uncover. If the firm is a publicly held corporation, most of the information can be found in an annual report. If it isn't, you'll have to rely on facts you can gather from other contacts in the industry for example, someone with whom you've had an appointment as a result of an Exploratory Letter or met at a trade function.
