How to Write an Effective Cover Letter Call to Action

What is an effective cover letter?
One that makes employers call you.

For years I have created advertising in the yellow pages, mailers, newspapers, and on the Internet. Yet when placing three line classified ads in the newspaper I found one little four letter word increased my results by as much as 1000%. By placing the word “call” in front of the telephone number I have always increased the response from the exact same ad.

The word “call” demands an action. This one word tells anyone who reads the ad and has any interest and desire whatsoever in the product exactly what action to take.

Even though the logical action, of a classified newspaper ad for example, is to call, reading the word seems to engage the reader’s brain, even if somewhat subconsciously. This is the only explanation I have for this phenomenon.

Your cover letter must also have what I have named a “call to action.”

The Effective Cover Letter “Call to Action”

I have read an abundance of cover letters that conclude with the following:

“please contact me”
(This sounds like begging.)

“you have my permission to contact me”
(Sounds condescending. Wouldn’t anyone presume that sending a cover letter and resume with your telephone number to a company would already be giving them permission to contact you?)

“if you have any interest please contact me”
(This is one of the worst. First of all, it’s begging and is now asking them to question their own interest. I have often seen advertising that states, “If interested call.” Placing the phrase “if interested” before the call to action diminishes the power of the call to action. The prospect is being asked to question their interest, which takes them back to the second step of AIDA (Attention, Interest, Desire, Action.) This phrase generates feelings of uncertainty. Maybe the advertiser is so unsure of the product or service he or she wants us to question our own judgment. Anytime AIDA is not followed in order or requires a step backward the advertisement fails.)

One more thought: Maybe the product or service the advertiser is selling is so inferior or the price so high, that numerous people have called and after a few questions became disinterested, and the advertiser has interpreted this to mean many uninterested people are calling.

“Feel free to contact me”
(I don’t like any mention of feelings in a cover letter or resume. Even though we want to induce the right feelings you don’t want to talk about them. I’m sure most employers already “feel free” to throw this one in the shredder.)

“Contact me if you have any questions”
(Limiting. Is this the only reason to call?)

“Looking forward to meeting you”
(Presumptuous. There is a place for this in certain letters in strategic context. There is a difference between language that works in subliminal fashion and being just plain presumptuous.)

“Call me when you have a chance”
(This says, “After all this matter is not important and can be left up to chance.”)

“Please call me anytime.”
(A hint of desperation. No one should be this available.)

“Looking forward to hearing from you”
(This one is not the worst but is still presumptuous.)

So what is good?

I would like to learn more about this position and how I might assist you as soon as possible. Please call me at 555 555-1111.

Your phone number should always be on your cover letter and resume. Taking one more step and incorporating your phone number into the body of the letter is a terrific idea. Get effective cover letters ready to send.

Topics: COVER LETTERS |