I have yet to figure out why people think that a canned cover letter is affective.  Honestly...they are boring!  An HR person gets hundreds of them a week...so what makes you think they can't tell that you stole it out of somebody's job search book?

So....what is our recommendation?  Personalize it!  That's right....go back to the old fashioned notion of actually writing a letter.

This begins with the fact that when you write someone a letter, you first of all know who you are writing to.  So make a point to research the persons name who you are sending it to.  In Job Search suggestions, we told you that you should never send a resume without making a phone call first.  Well, that's how you get a name.

This allows you to begin your letter like this:

Dear Mr. Smith:

I appreciated the opportunity I had to talk briefly with you today on the phone.  As I mentioned, I am just beginning my job search efforts and would welcome the chance to discuss potential opportunities.   Your comment about the companies expansion plans was very exciting!

From the beginning, I want the reader to know that it's a real....personal letter.

The second point in a cover letter is to try to refer to some form of networking.  Name dropping helps to establish credibility.   You can say something like.

For some time now I have been interested in XYZ company.  Jeff Maze, who I worked with at Woolworth five years ago  is a District Manager for your company in Ohio.  In our conversations, he has told me what a great challenge it is and that he really enjoys his job.  That is a great testimony to the company.

Now that you have gotten their interest, tell them what you are looking for.  Be specific if you can and reference your resume. 

With over 15 years in Store Operations in a couple of multi-store assignments, I am looking to join a company where I feel I can contribute and where there is further room for advancement.  I am open to relocation in the Midwest. 

As you will see from the attached resume, I have had the opportunity to work on a wide range of assignments and I believe have been successful in each challenge.  Most importantly, I have always been fortunate to be in a position to develop a strong team.

The final step is to close with a thanks and an "ask".

In closing, I want to thank you in advance for your consideration.  I hope that we will have an opportunity to talk further about a position with XYZ.  Please feel free to contact me at either of the phone numbers on my resume.  I look forward to hearing from you.

Sincerely,

Now that wasn't so hard was it?  You see...the key is to write a personal letter.