8 Reasons Why

8 Reasons Your Cover Letters Keep Getting Ignored

Still not getting leads after numerous applications? Here’s a list of what you might be doing wrong and how to get things right!

1. You don’t follow instructions.

Reading comprehension and following instructions are basic expectations from anybody. If you can’t do these, then how can you carry out any job that requires more than just the basics. Read and understand the job posts very carefully. Not just the requirements but the instructions on how to apply.

2. You are using and keep recycling your templated cover letter.

I write my cover letters from scratch each time I send an application. I keep it short, simple, and straightforward. I answer questions being asked. I ask questions, as well. I use the words used in the job post. That is an indication that you read, understood, and gave the job post some careful thought.

3. You do not know whom you’re writing to, and you didn’t bother to find out.

It goes without saying that you should know whom to address the letter to instead of just saying “Dear hiring manager,” “To whom it may concern:,” etc.. But knowing whom you’re writing to goes beyond just knowing the name. Just like in writing content and ad copies, you have to know your audience. You have to know what they’d love to hear, what words appeal to them, and that’s where knowing the 4 different communication styles come in. The Directive, The Systematic, The Expressive, and The Tolerant.

communication-styles
A. The Directive.
B. The Systematic
C. The Expressive
D. The Tolerant

If you understand these communication styles, you will know how to navigate them and you might just hit the right buttons of your prospective clients.

When communicating with someone who has a direct communication style, the key is to get to the main point of your communication as soon as possible and to do so in as efficient a manner as possible. When you need to communicate with a person who has a systematic communication style, remember that facts are what to emphasize. Opinions are not going to be very effective. With someone who has an expressive style, engaging them is vital. Build rapport, ask what they think, make them feel important. And to best communicate with someone who has a tolerant communication style, remember that the person’s feelings are going to be important. Be warm and friendly.

4. You write a dreadfully boring, inauthentic, trying-hard first sentence.

“It is with great interest that I write to apply for the position of…” “I would like to express my interest…” “I am writing to apply…” These may still work for companies and agencies with an HR department that sets some standardized metrics in filtering candidates however, you have to realize that more often than not, you will be sending your application directly to the employer who is more in touch with what he truly needs. Given that, they mean business, and going straight to the point or building rapport, or both are essential.

Depending on the communication style of the employer, here are a few examples:

A. The Directive/Systematic

“Hello xxx! Let me save you time so I hope you don’t mind me keeping this straightforward.”
“I believe I meet all your requirements. Hopefully, even exceed them.”
“I might be who you’re looking for.”
“I am a Math major and keen on data analysis. My name is xxx…”

B. The Expressive/Tolerant

“I am so thrilled to see you are looking for so and so…”
“Looking for a dynamic VA? Look no further.”
“I feel might just be the one you’re looking for.”
“How are you doing? I hope you’re having a great day…”

5. Your cover letter is a narrative version of your resume.

This is boring and such a waste of time and effort on both your part and the employer’s. Your cover letter should answer questions being asked, demonstrate, not state, but demonstrate your experience/knowledge, should include details, not in your resume, should stir the reader’s interest and curiosity, an invitation to look more into your resume, and ultimately, to get your prospective client to want to have a meeting with you.

6. You brag about the courses you’ve taken.

If you should notice, there are job posts that now specifically tell you not to talk about the courses you’ve taken. This should tell you that they must have received a lot of applications like that and turned out to be just a waste of time and energy. Either because the candidates failed to deliver what they supposedly trained for or simply the job poster wants actual experience or both.

You see, if you highlight the courses you’ve taken, it is apparent you are trying to cover up your lack of experience.

7. You do not have the experience; you think so, you believe so.

This is where, I think, you, unknowingly, are sabotaging yourselves. Your resume already practically says, you lack the experience and then you go on and highlight that by saying “I don’t have the experience.., I may not have the experience, but willing to learn.” This is self-sabotage.

Most employers need or prefer someone with experience, for their own valid reasons. You’ve got to understand this from their perspective. If you do, you will then realize why. Ask yourselves, why do they want someone with experience? The simple answer is they want someone who’s done it before because this is an indicator that he/she knows what he/she’s doing. So ultimately, they want someone who KNOWS…. That’s your keyword right there. Knows, knowledge. Expertise would be ideal, but knowledge carries a lot of weight. So, work around demonstrating your knowledge. How?

A. Be more specific about what you learned from your courses without talking about them courses at all.

Example: “I find products using Helium 10 and Jungle Scout….” “I have found product opportunities with profit margins of so and so….” “I have experience sourcing suppliers…” “I have compiled a contact list of trusted suppliers…”

B. Just stop using “I do not have experience but I’m willing to learn…” because you do.

You just don’t realize it, but you do. If you did all your homework, that is experience. NOT internship. Actual experience. If you are not confident with your experience yet, say “I have some experience in so and so…” “My experience with Amazon is limited to so and so… and it would be nice to have the opportunity to jump into so and so…” Back this up by talking and showing them your accomplishments/portfolio. You do not have one? Create some.

C. Talk about recent accomplishments.

They don’t have to be too big. “Here is a link to a product listing I optimized.” “Here (link), you may see how I improved a product listing (show before and after in the link.)” “Here is a sample A+ content that I recently worked on.”

D. Ask smart questions.

This is an extremely powerful way to demonstrate knowledge. “Which marketplaces are you selling on?” “May I ask what your product line is or categories you’re planning to sell?” “Is your brand registered yet?” “Do you have a timeline as to when you wish to launch your product?”

E. Ask for a case study.

“Would you be able to give me sample data that I can analyze?” “Would you let me see your existing product listing and I’ll see how I can improve it?”

8. Your cover letter is close-ended, one-way.

In general, letters are a form of communication and communication is always a 2-way road. In cover letters, we tend to talk about us, our experiences, skills, etc., then hope we’d be considered for the job. Closing your letter with a call to action is a good idea but a far better way is asking questions and inviting ideas.

“Does that sound/look good to you?”
“Would this work for you?”
“Let me know what you think.”
“I’d love to learn more about what you need.”
“If you like what you see, let’s have a chat!”

So, what do you think? Does any of the above sound familiar to you? Let me know!

Cheers!
Liza