How To Write Your Cover Letter Like A Marketing Expert

In the marketing world, there's something known as SEO

, which means Search Engine Optimization. While the term may be new to you, you might be surprised to learn that many SEO tactics used to help websites get readers can work for a cover letter as well. How can you mingle the methods of marketing and job hunting?

Well, the first thing you should do is know your keywords. Many employers use software to scan cover letters and resumes in search of keywords that indicate people qualified for the position. So how do you choose your keywords? You look at the job listing. The most important terms will be listed right there. If they're looking for an IT Analyst, make sure your cover letter uses those exact words. As with SEO though, avoid using keywords too often. Too many key phrases packed too closely together may trigger spam filters. Make sure your writing isn't stilted or forced.

Another thing SEO experts do is utilize links. You can do this in your cover letter as well. Links give an employer an action that they can take immediately. If you include a link on your cover letter, make sure it's clickable, and make sure it goes to something job related. Build a landing page featuring your resume or CV, or build a simple blog related to your chosen industry. If you don't have one of these, link to a LinkedIn or professional looking social networking profile. Let your employer explore you on your terms. If they do a Google search for your name, they may find something else entirely!

Content is the foundation of a good marketing campaign, and this is true in a cover letter as well. You need to make sure that your cover letter is as easy to read as possible. That means keeping things short, and completely relevant to the job posting at hand. Make use of lists, and bold text to direct where the reader's eye goes. Don't send your cover letter all as one block of text. It's intimidating to a reader, and an employer may be inclined to skip over it in favor of a letter that's laid out better.

An SEO expert knows their audience, and you should too! A good marketer doesn't need to broadcast to everyone, because they know exactly how to reach out to the people who will actually be interested. Make every effort to tailor your cover letter to the reader. Address them by name or title if at all possible, and make your cover letter reflect the wording and job description of the original posting as much as possible. An employer wants someone who understands the company, and shares the same vision. That's why mirroring the ad in your cover letter can go a long way toward convincing your potential employer that you're on the same wavelength.

When was the last time spam worked on you to make you buy something? Never, right? It won't work here, either. Don't use your cover letter as a blatant advertisement. Respect the reader's time by making your writing worth the read. Don't just re-hash your resume. Make the effort to make your cover letter unique interesting, and relevant to the job.

by: Erin Kennedy

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