How to Write a Cover Letter (and a Pitch) with a Formula
Are you sending out a cover letter to accompany your resume when applying for a job? I've got a formula for that. This formula also works if you want to know how to write a pitch.
Why Cover Letters Are Important
The cover letter is a more specific and personalized introduction to your resume and your job application. It's a time to share why you are the perfect fit for the job and the company, based on your expertise. That sounds so easy, but we all know that cover letters are not so easy to write!
Same can be said of writing a pitch. Whether you are applying for a job or pitching a company for collaboration, the cover letter formula will help you format and organize your words for impact.
Before I reveal my formula that makes writing a cover letter and a pitch simple, I want to tell you why I believe a cover letter is important.
There is the idea held by some that a cover letter that accompanies your resume is old fashioned and just not required anymore. Those same people think business has evolved and there isn't a place for that cover letter anymore. I disagree.
The cover letter is simply a greeting or an introduction to your resume. Imagine that your resume is the queen. When your resume enters a room (or a desk), the queen needs someone to introduce her to the crowd (or recruiter).
The cover letter doesn't need to be too complicated, but it does need to introduce the reader to your resume and make the pitch for why you should be considered for the job.
So send a cover letter maybe?
When A Cover Letter Is Most Worth Sending
There may be debate about whether cover letters are always required, but there are certain situations where sending one is absolutely worth the effort. A cover letter gives you space to connect the dots between your experience and the opportunity in a way your resume often cannot do on its own. It adds context, personality, and strategy to your application. Here are some situations that warrant a cover letter:
When the application asks for one
This may sound obvious, but if an employer requests a cover letter, treat that as part of the application itself, not as an optional extra. Sending it shows attention to detail, professionalism, and your willingness to follow directions.
When you are changing specialties or pivoting careers
A cover letter is especially important when you are changing specialties or making a career pivot. Maybe you are moving from clinical work into industry, from inpatient care into private practice, or from direct patient care into writing, consulting, or media. In those cases, your cover letter helps explain the "why" behind your transition and highlights the transferable skills that make you a strong fit, even if your resume does not tell the full story at first glance.
When you want to explain a unique connection to the role
You should also send a cover letter when you want to explain a unique connection to the role. Perhaps you have a personal interest in the company’s mission, a meaningful connection to the population they serve, or a professional background that aligns especially well with the position. This is your chance to make your application more memorable and specific, rather than sounding like you are sending the same generic materials to every employer.
When your resume needs context
Another time a cover letter is incredibly valuable is when your resume needs context. For example, you may have a career gap, be relocating to a new city or state, or have a nontraditional background that would benefit from explanation. A cover letter allows you to briefly address those details with confidence and clarity, so the employer understands your story instead of making assumptions.
When you are pitching yourself for freelance, consulting, media, or speaking work
Finally, you should absolutely send a cover letter - or use the same formula in pitch form - when you are pitching yourself for freelance, consulting, media, or speaking work. In those situations, there may not even be a formal job posting. Your words become the introduction, the value proposition, and the reason someone should keep reading. Whether you are reaching out to a brand, a conference organizer, a media outlet, or a potential client, a thoughtful cover letter-style pitch can open the door to new opportunities.
So while not every application may require one, there are times when a cover letter can make a very real difference. When you need to explain, connect, or persuade, send the cover letter.
Steps to take before writing the cover letter
Before you use the cover letter formula, there are a few steps to take before you start typing your cover letter. This will make your writing flow effortlessly and simplify the process.
1. Circle keywords in job description - This sounds simple but it can be very impactful when crafting your cover letter. Identifying keywords in the job description, such as skills or qualifications, can help you understand why you will be the perfect fit for the job. It can't just be assumed that because you are applying that - you need to tell the reader why you are the perfect fit, in detail, with the same words they use in the job description.
2. Research the company - Even if you think you know the company, take a look at their online presence and their LinkedIn Company Page. You may be able to identify more keywords to incorporate into your cover letter. If you are applying to a specific department, such as the nutrition department, looking at the company profile as a whole may give you insight into the goals of the business or their overall mission. You can reference their mission in your cover letter if it appeals to your professional mission as well!
3. Craft your Professional Summary - I highly recommend that you craft a professional summary, whether or not you decide to include or not include at the top of your resume. This succinct paragraph about your background, your unique skills, and your career goals or next steps can be valuable in introducing yourself.
Alrighty. On to the formula!
The Cover Letter Formula
Here's a simple way of breaking down the cover letter into bite-size actionables, with a formula. I try to find a system or an outline for so many of my processes (that must have been my training as a dietitian!).
My cover letter formula is a perfect example. Each part of the formula has its own paragraph. You can think of the formula as a format to follow where you can plug in your words.
Greeting + Introduction + Perfect Fit Because + Company Connection + Closing + Signature
These are your 6 sections, including the 4 meaty paragraphs, plus your greeting and signature, that will make up your cover letter formula.
1. The Greeting
Dear Ms./Mr. [Hiring Manager Name Given] or [Company Name] Team,
2. Introduction
Your first paragraph is the introduction that describes your connection or qualification or background. This can be pulled from your Summary of Qualifications or Professional Summary on your resume, but written in complete sentence form (not the sentence fragments or bullet points from your resume). Always refer back to the job description when writing this section to demonstrate your alignment with the job and your qualifications. Use keywords here.
3. Perfect Fit Because
Why you are applying for the job. Why you are uniquely qualified for this job and how you will add value to the position. What passions you have that sparked your interest in the job.
4. Company Connection
This is where you can tell them why you want to work for the company. It's similar to the reason you wanted to apply for the job but more specific to the company. Do you like their brand? Do you like their culture? Do you know others who work there? Do you admire their leadership? What is special about the company. Tiny stories can work here.
5. Closing
Wrap it up in 2-3 sentences summarizing why you are the one. You can also include a sentence about looking forward to meeting them, how you can be contacted, next steps.
6. Signature
This is another easy section. In fact, you can approach your blank document by first adding your Greeting and your Signature. Then plug in the rest.
When you break down all the necessary ingredients to your cover letter with the formula it becomes more manageable and approachable. Ahhhh.
That formula again
Greeting + Introduction + Perfect Fit Because + Company Connection + Closing + Signature
Please tell me how it goes! Writing a cover letter to accompany your winning modern resume is not easy (or enjoyable for most people) but hopefully this information helps. If you need more help with your resume, check out one of our webinars or courses on the topic of resumes. I have a mini-course that will give you a resume makeover in an evening!
How To Pitch
There are lots of resources on the similar topic of pitching for a collaboration, partnering, or pitching to offer your services to a brand or company. Some resources are provided by dietitians, too!
- Master The Media* (affiliate link) program has in-depth materials on how to pitch editors, broadcasting outlets, and brands.
- An article by the food blog, Serious Eats, on How To Pitch a Food Article.
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About the Author
Stacey Dunn-Emke, MS, RDN, is the Founder Owner of NutritionJobs and an established dietetic career expert. She helps steer dietetic and nutrition professionals to a successful job search process with the top-ranked dietetic job board platform, NUTRITIONJOBS. Stacey is the author of The Dietetic Resume Guide and numerous dietetic career action-ables. She gives the tools to create a modern standout dietetic resume to land that job interview, help with job interview prep, and with creating All-Star LinkedIn profiles. Stacey has interviewed and hired many dietitians and in running NutritionJobs since 2000, she has reviewed thousands of dietetic resumes. She works closely with dietetic hiring managers and recruiters to know what standout resume elements land a job interview.
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