What is it about a cover letter that makes it persuasive? What exactly is persuasive and who's it persuasive to? And by the way, the answer is not that the letter is well written. After all, you're not looking for an "A;" it's a job you want.

But first. which sentence would you find more compelling or more persuasive:

"I can truly make your lawn look green and terrific; just as beautifully as I've done with the houses at 216 Elm St. and 18 Main st."

Or...

"Your lawn will look beautifully green without you doing a thing, in fact, all you need do is just enjoy the elegance of a perfect lawn, just like the homeowners at 216 Elm St. and 18 Main st."

To my mind, there are only two elements that dictate whether a cover letter is compelling or not. First is the level of research one does prior to writing the vaunted cover letter. And that research has to center around 3 subjects:

The company you are applying to

The job you are applying for

The person you are applying to

Nail those 3 subjects and you begin to form the foundation for making that letter compelling and persuasive. As for where to start your research, you can certainly start with any of these:

Hoovers.com - They want you to pay for their services but you could start by using the free trial offer

SEC - A good standby for company reports

Monster Company Profiles - Monster.com does have some great resources, as does CareerBuilder.com, just don't squander your time on their job boards

Manta.com - Some cost-free, some not; but a decent place to start collecting info

Also, don't forget about your nearby chamber of commerce, junior colleges, neighborhood schools, and most important - your library

And certainly, the company web site of where you want to apply.

As for the potential recruiter, HR Rep, or Hiring Manager - Use LinkedIn or Facebook to source some info out.

The second element is the letter itself. The letter must be devoid, or have only the bare minimum amount number, of I's, my's, and mine's. Not to put too fine a point on this, but not that many people truly - actually - care about you and how well you used to do things at the old jobs that you had. And certainly not the recruiter or the HR rep or the hiring manager or the owner reading your cover letter.

What matters is how they benefit by moving you to the next level, or picking you for that coveted slot. Every sentence should start with "you" or "your." You must center all your sentences around the reader and not what you have done, or even will do.

The objective is to paint a brief picture of you doing the job in the mind of the reader. You start that process by dropping the "I" and focusing on the "you."

As you write your letter, just keep these factors in mind and you'll do great:

It is addressed and written to a human being - by name!

Clearly state why you are writing - job, job number, job reference number, referral, mutual friend, etc.

Do not start a sentence with "I"

Do not use jargon or slang, but do use industry specific language

Think of your letter as a movie trailer and your resume as the movie

And keep it concise and brief - maybe 6 or 7 sentences total and 3 or 4 bullet points

Specific accomplishments relevant to the job - not something you're proud of, unless it fits the job

Written by you or proofed by you or edited by you

And proofreaded by someone else, or 2

A clear call to action

So, the key to making a cover letter persuasive is to center it completely on the reader's needs and to totally away from your needs. Simple, no...simple, yes...easy, no. Good Luck.

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