The #1 Cover Letter Feedback I Give Every Week.

It happens at least once a week—I get to review a client's cover letter and share this key piece of feedback:

Most people think that a cover letter is all about telling a hiring manager about yourself and why the position is the next logical step in your career path. But it's not. 

A compelling cover letter doesn't start with you—it starts with them.

It's a subtle change in approach that will make all the difference. Here's what that means:

There are two stories about why you're applying for the job.

The first story starts with you—it's your internal story. What is it that attracts you to the company and position? How does it align with what you care about? In what ways will you grow or flourish through this work? What about the role makes you feel excited?

Story 1: As someone who cares deeply about giving back to the community, I am excited to be a part of something greater. The opportunity to help grow Acme Co.'s membership team stirs my passion for learning and relationship building. 

The second story starts with them—it's the external story. Picture the job posting as the company saying, "We have this problem." Your cover letter communicates how your skills and experience make you the solution. To tell that story, look at your experience and skills through the lens of the position. What are the skills that they're seeking and how does your experience align with those needs? What are the key challenges that the position is there to solve, and what evidence shows that you are ready to take them on?

Story 2:  My experience in building authentic relationships with a variety of stakeholders and using data to drive engagement strategies has prepared me to advance Acme Co's membership community.

To be sure, it's important to be clear on both of these stories as you pursue a position. And they're not drastically divergent—they both stem from the same place. Both stories say the same thing, but they say it differently. The first story is about persuading yourself that this is a good move. The second story is about persuading them.  

And that, my friends, is what a cover letter is all about. Show them what you will do for them, and how you will move their work forward.