I’ve had several people contact me recently about how they can better position themselves to get hired by their dream employer, or to get new clients for their own business. In my experience, it comes down to one word: Trust.
The name of the game is creating a sense of trust that will make that employer/client go out on a limb for you.
The question then becomes, “How do I build trust with someone who has never met me?”
There are a variety of ways to go about answering this question. Some methods take years (brand building) others take months (content marketing), even more are expensive (paid advertising). In my humble opinion, the option that often works best is as old as dirt, nearly as cheap, and as easy to find.
I give you…the Cover Letter.
Now hear me out.
I first came across this method of using this type of cover letter when soliciting employers and clients when I was in the middle of transitioning from the military to the civilian sector. It is VERY powerful and has landed me more job interviews and client calls than any other tactic I’ve used in the past decade.
For job seekers, simply send this along with your resume to any job posting. For agencies and consultants, send this along with any client solicitation. When written correctly, it sets you apart from your competition.
The keys to this style of cover letter are including your formula for success and your own attributes which set you apart.
Here’s the one I used to land my dream job. Feel free to repurpose it to your specifications. Let me know if it works for you!
T.C. Jennings Cover Letter
I am a battle-tested, calm Performance Marketing expert who is able to discern successful data-driven strategies, innovate and scale them.
For the past 10 years, I have worked on a variety of accounts in a variety of roles, ranging from paid search for a Fortune 50 CPG brands to Account-based marketing (ABM) strategy for unicorn SaaS companies.
Entrepreneurship is in my DNA. In 2015, I helped start a full-service digital marketing agency and continued its operation while in Afghanistan before achieving a successful exit. I stood up a brand-new Performance and Analytics line-of-business in a small, established agency and influenced the adoption of consultative selling in a medium-sized agency. I now work at a Dentsu Aegis agency, 360i, considered by many to be the top search engine marketing (SEM) agency in the world.
I currently manage $50M+ in marketing spend across multiple channels for the second largest retailer in the United States.
I am confident in C-suite presentations, have a complete understanding of CRMs (HubSpot), and will deliver marketing strategies that increase client revenue year after year.
My formula for success comprises of 4 steps:
1. Understand the Rules of the Game
2. Find the Best Players in the Game
3. Do what they do, then find a way to do it better.
4. Create systems to replicate steps 1-3 at scale.
Attributes that have contributed to my success:
- Intellectual Curiosity – I read 25+ books a year. I’m drawn to certification tests like a moth to a loadstone. I love to train.
- Velocity – When I find something that works, I quickly package it and roll it out as fast and hard as possible. Speed kills. Slow is smooth, smooth is fast, but fast is faster.
- Drive – I start my day at 0500 with a physical fitness routine, followed by spiritual quiet time. I start clearing my inbox and to-do list by 0700. My ideal day is one where I’ve done all my technical tasks before everyone else is awake.
- Goals – I write my goals down. I know what I want my net worth to be when I die, where I want to be in 1, 3, 5, and 10 years, and I have an action plan to get there. Granted, life seems to throw curve-balls at me, but I always shoot for the moon and I never leave a shot short.
- Awareness – I keep my ear to the ground and am aware of not only industry benchmark trends but, more importantly, technological trends that will impact marketing and sales. I maintain a strong network of professional colleagues in areas such as IoT, AI, Machine Learning, Data Science, and MarTech in order to facilitate conversations that keep me informed of pending changes to the business landscape.
I look forward to working with you!
As you use this cover letter, be prepared to tweak it to fit different job descriptions and clients.
To your continued success!