Guerrilla Marking for Job Hunters 2.0 Part 22

Here is an example of a Guerrilla Cover Letter for you to read:

EXAMPLE GUERRILLA COVER LETTER.

1. Dear Mr. Smith,2. You have great technology and a great market opportunity. Now it's time to build a great company. That's why we should meet. I could tell you that I am an exceptional executive and leader, but why not let the facts speak for themselves?3. Here are a few of the successes I have achieved before and can achieve again for you:ABC Corp.-From $0 to $40 million in 5 years. As co-founder and then eventually president, I was instrumental in growing ABC Corp. from 3 employees to more than 350 in 10 locations, with revenues of more than $40 million.

EFG Mega Corp.-From $0.69 USD per share to $7.10 USD in 2 years. I joined as vice-president, North American Operations, just as 7 consecutive quarters of losses had driven the share price down to $0.69. I delivered 8 consecutive quarters of profit and increased earnings, helping take the stock to a high of $7.10 before the company was acquired.

XYZ, Inc.-From start-up to strategic acquisition in 4 years. Starting as chairman and then as CEO, I successfully packaged and promoted XYZ Inc., resulting in the company's acquisition by Bigger Systems.

4. I think you get the idea: I have repeatedly outperformed in the face of startup, turnaround, and growth challenges. I have done this in diverse markets and tough economic conditions, generating hundreds of millions of dollars in sales. I have developed a rare combination of experience, vision, and leaders.h.i.+p-and that's exactly the combination your company needs to achieve its full potential.5. I will call you Tuesday, June 10, at 8:30 AM to arrange a time for the two of us to talk. If this is not a convenient time, please ask Ms. Jones to call me and suggest an alternative. Thank you,6. Bob Smithwww.bobsmith.com 212-555-1212.

Now, here's that Guerrilla Cover Letter dissected, for you to a.n.a.lyze and emulate:

1. Salutation-Addressed to the hiring manager, by name. Do whatever it takes to get the name of the person with the authority to hire you. Great grabber. He's got my attention. Salutation-Addressed to the hiring manager, by name. Do whatever it takes to get the name of the person with the authority to hire you. Great grabber. He's got my attention.

2.-4. The "Here's What I Can Do for You" part. The 3 bullets here demonstrate that he can do a startup, a turnaround, and successfully position a company for sale. He has prioritized his most important points and done the thinking for the reader. The "Here's What I Can Do for You" part. The 3 bullets here demonstrate that he can do a startup, a turnaround, and successfully position a company for sale. He has prioritized his most important points and done the thinking for the reader.

Here he implies that there is more and hints that you should read the resume.

5. Just in case you don't call him first, he tells you when he is going to call. Just in case you don't call him first, he tells you when he is going to call.

6. His contact info is readily available. His contact info is readily available.

Is this letter too bold? No way. As an executive search professional, I would call straight away.

Keep this distinction in mind: if you talk about how you took a company from $0 to $40 million in 5 years at a neighborhood barbeque, you are bragging. But if you do it in your cover letter and resume, you are smart-and perfectly justified.

Employers respect take-charge, get-it-done, self-a.s.sured individuals. And this cover letter is all of that.

You can modify this Guerrilla Cover Letter for different uses, too, usually by slightly changing the first and last paragraphs.

For example, this paragraph:

You have great technology and a great market opportunity. Now it's time to build a great company. That's why we should meet. I could tell you that I am an exceptional executive and leader, but why not let the facts speak for themselves?

Can become:

Does one of your clients [clients can be changed to colleagues for networking purposes] [clients can be changed to colleagues for networking purposes] have great technology or a tremendous market and need to get traction quickly? If so, then perhaps you and I should meet. I could tell you that I am an exceptional executive and leader, but why not let the facts speak for themselves? have great technology or a tremendous market and need to get traction quickly? If so, then perhaps you and I should meet. I could tell you that I am an exceptional executive and leader, but why not let the facts speak for themselves?

I guarantee you this opener will elicit a return call from a recruiter or a colleague if they know of an opportunity.

Other Ways to Open Your Guerrilla Cover Letter

Here are 3 other ways to open your Guerrilla Cover Letter, listed in order of effectiveness: 1. Personal reference: Personal reference: "Bill Smith from [ABC Corp.] suggested I contact you because "Bill Smith from [ABC Corp.] suggested I contact you because ... ..."This is one time that it is okay to drop a name, especially if the hiring manager thinks highly of Bill. Be sure to let Bill know that you're doing this, of course, and ask him for any insider information he may have about the hiring manager. This can help you make a great first impression if you get the call to interview.

2. Reference to an article or speech: Reference to an article or speech: "Your article on customer service in the February 27, 2009, "Your article on customer service in the February 27, 2009, Business Journal Business Journal was excellent. As a matter of fact, I have used 3 of your techniques to increase revenues 65 percent in my 5 years managing client relations for National Widget Corporation. In addition, I have found 2 other methods to be helpful, including one that rescued a $3.4-million account. was excellent. As a matter of fact, I have used 3 of your techniques to increase revenues 65 percent in my 5 years managing client relations for National Widget Corporation. In addition, I have found 2 other methods to be helpful, including one that rescued a $3.4-million account."Perhaps we should meet? I could tell you that I am an exceptional executive and leader, but why not let the facts speak for themselves?"

I usually do this when I can't find a personal connection any other way. In the end, no one really cares about what you've read, but if you quickly segue into discussing how this news made you think that you can contribute to the organization, then you've got a strong opening.

Also, if the person mentioned in the article didn't write it, I try to connect with the writer first to get background info. I usually search Google or Elyion.com. Either way it's surprising what you can discover. On several occasions, I've even called the author of an article when the person appeared in an interview in the business section of the newspaper. Reporters are great resources.

3. Question or headline: Question or headline: "How often have breakdowns in information technology cost your business time and money? I can help." "How often have breakdowns in information technology cost your business time and money? I can help."I love this approach and use it when all else fails because it's still a strong opener. I adopted it from Tony Peranello's book, Selling to VITO Selling to VITO (VITO stands for Very Important Top Officer). The book is a brilliant primer on booking appointments. It masterfully explains how to draw attention to your accomplishments in a manner that screams, YOU WANT TO MEET ME! (VITO stands for Very Important Top Officer). The book is a brilliant primer on booking appointments. It masterfully explains how to draw attention to your accomplishments in a manner that screams, YOU WANT TO MEET ME!

As a Guerrilla, you know that you may only have a hiring manager's attention for a few seconds, so get to the point. Once you have a reader's attention, you must supply him with information that stokes his desire to read more and more until he has to call you.

Every sentence matters. Every paragraph must connect. Your thoughts must be crystal clear and written to benefit the reader-not you-so that when you ask for a meeting, he understands it's in his best interest.

HOW TO ASK FOR THE INTERVIEW IN YOUR LETTER

For years I've told friends and colleagues to close their cover letters this way, and it's worked very well for them. Here's that example closing again:

I will call you Tuesday, June 10, at 8:30 AM AM to arrange a time for the two of us to talk. If this is not a convenient time, please ask Ms. Smith to call me and suggest an alternative. to arrange a time for the two of us to talk. If this is not a convenient time, please ask Ms. Smith to call me and suggest an alternative.

Note: You need to get the name of the hiring manager's a.s.sistant or the person who opens their mail, then put that "gatekeeper's" name in the letter. The effect of this is extremely powerful. It tells the reader, "Hey, this person was motivated enough to find out who sets my schedule. If they're doing clever things like this now, before we've even met, I wonder what kind of creative solutions this person might deliver when he [or she] is on my team?" You need to get the name of the hiring manager's a.s.sistant or the person who opens their mail, then put that "gatekeeper's" name in the letter. The effect of this is extremely powerful. It tells the reader, "Hey, this person was motivated enough to find out who sets my schedule. If they're doing clever things like this now, before we've even met, I wonder what kind of creative solutions this person might deliver when he [or she] is on my team?"

How will the hiring manager respond to this "ask for the interview" tactic?

Like the s.e.x Pistols, asking for the interview in your cover letter might be loved, it might be hated, but it will always always get a reaction. Specifically, the hiring manager who reads it might: get a reaction. Specifically, the hiring manager who reads it might: * Throw it out.* Call you right away.* Ask his a.s.sistant to call you and tell you when he's available.* Make a note on his schedule and wait for your call at the appointed time.

More often than not, he or she will call you right away or wait to see if you call at the appointed day and time. People who have used this closing in their letters have reported that the hiring managers have picked up the call on the first ring and said, "I was sitting here waiting to see if you would call." As you can see, it's vital that you follow through on this.

If the person isn't there when you call, leave a message stating, "Sorry I missed you. I will be waiting for your call back between [give a specific time span] today." If this doesn't work, call his a.s.sistant and ask to schedule a call or meeting. If he is at all interested in you-and he should be because you researched his needs ahead of time-he will call.

BONUS! ONE UNUSUAL WAY TO END YOUR GUERRILLA COVER LETTER

Here's a quirky, unusual and, for true Guerrilla Job Hunters, excellent way to end your cover letter-include a P.S. at the end, after your name and signature.

Let me explain.

Go open your junk mail right now (or fish it out of the trash). By junk mail, I mean all those letters that try to sell you credit cards, magazine subscriptions, 10 CDs for a penny, and so on. Look at the bottom of each sales letter. What do you see? Ninety-eight out of 100 times, you'll find a P.S. at the end.

Why? Because over the past 100 years, direct-mail copywriters have found that a P.S. almost always gets read. So they put a compelling sales message where they know it will be seen-in the P.S. at the end of the letter.

You can increase the number of calls you get from employers-by including a provocative P.S. at the end of your Guerrilla Cover Letter.

All you have to do is think of the one statement you absolutely, positively want hiring managers to read. Then stick it in your P.S.

Here are 3 examples to get you started: 1. P.S. If you do not have a current need, please pa.s.s my resume on to someone who wants to turn a $400,000 loss into $800,000 profit in 2 years, as I did for my current employer.2. P.S. Please call me at (612) 555-0000 to find out why my supervisor recently said: "I have absolutely nothing but great things to say about Dan. His strengths are troubleshooting problems, taking care of situations in a timely manner, and always being willing to go the extra mile.... Dan is a great team player."3. P.S. If you don't see a fit at this time, please pa.s.s my resume on to someone who needs to increase qualified deal flow by more than 300 percent and sales closing ratios by more than 25 percent, as I have repeatedly done.