What Is A Targeted Mailing?
A targeted mailing is direct mail followed by a phone call. Use it when you would like to see every person on your small list. Research so you can write customized letters (you may want to call for annual reports, for example, or talk to people to get information about a company). Follow the process for networking, paying special attention to the follow up call, which requires a great deal of persistence. Just like networking, you want to meet with people whether or not they have a job to offer.
An Easy Way To Contact Lots Of People
Typically, job hunters do not contact many people. Either the job hunter is unemployed and has the time to contact lots of people but may be suffering from low self-esteem or is employed and simply does not have the time to contact people during the day. The direct mail campaign allows a person to contact lots of potential employers despite shyness or a lack of time.
Sometimes job hunters hit a slump and find networking overly stressful. Direct mail can help you get unstuck. You can hide away for a short while and grind out a mailing. You can sound more self-confident on paper than you actually feel, and can get your act together before you go out and talk to people. A direct mail campaign can be a way out of a bind. But you must eventually talk to people. You cannot get a job through the mail. Don't use this technique to avoid people. You are writing so you can get in to see them.
The Numbers You'll Need
In a small industry, your list will be smaller. In a larger industry, your list may be so large that you'll want to hit only a portion of it, as a test, and then hit another portion later.
The "response rate" is measured by the number of interviews you get divided by the number of pieces you mailed. Interviews count as responses; rejection letters do not. Interviews count because there is the possibility of continuing your job search in that direction. Rejection letters, no matter how flattering, have ended your search in that specific direction.
In direct mailing, a 4 percent response rate is considered very good. The basic rule of thumb is this:
A mailing of two hundred good names results in seven or eight interviews, which result in one job offer.
If your list is smaller, you may still do OK if you are well suited to that target and if there is a need for your services. If, however, your list has only ten names, you must network in, or use a targeted mailing with a follow up phone call.
Another factor that affects your response rate is the industry you are writing to. Certain industries are very people oriented and are more likely to talk to you. Targeting industries that have a great demand for your service should result in a lot of responses.
Assuming that the job you are seeking is reasonable (that is, you have the appropriate qualifications and there are positions of that type available in the geographic area you are targeting), persistent inquiries will eventually turn up some openings.
Should You Enclose Your Resume?
If your resume helps your case, enclose it. Beth enclosed her resume; Jack did not. Direct mail experts have proved that the more enclosures, the greater the response rate. You never know what may "grab" the reader, and the reader is likely to glance at each enclosure. Your resume, if it supports your case and is enticing, is another piece to capture the reader's attention. I have been called for interviews because of what was on page three of my resume.
If, however, your resume hurts your case, change it or leave it out altogether. A resume may hurt your case when you are attempting a dramatic career change, like Jack was.
Cover Letters
The format you follow for your cover letter can be essentially the same whether you enclose your resume or not. Your cover letter focuses your pitch more precisely than your "resume does and makes the reader see your resume" in that light. You can pitch to a very precise segment of the market by making only minor changes in the letter. The format for your cover letter is:
Paragraph 1 The grabber. Start with the point of greatest interest to your target market. This is the equivalent of a headline in an ad.
If your background is enough of a grabber for the target market you are writing to, use it. For example, if you want a job in sales and have an excellent track record in that area, then open with a terrific sales accomplishment. Or if your expertise is in turnaround management, your cover letter might start like this:
As Vice President of a 8250 million company, I directed the turnaround of an organization that was in serious financial difficulty. As a result, this year was more profitable than the previous 10 profitable years combined. . . .
On the other hand, you can open your letter with a statement that shows you understand the problems faced by the industry you are selling your services to. A successful letter to advertising agencies started like this:
Many ad agencies are coping with these difficult times by hiring the best creative and sales people available. While this may maintain a competitive edge, many agencies find their bottom line is slipping. The usual response is to send in the accountants.
These agencies, and perhaps your own, need more than accounting help. As Vice President of Operations...
Here's a variation on the same theme but aimed at companies that are probably doing well financially:
I know this is a time of rapid growth and high activity for outplacement firms. I believe this is also a time when outplacement firms must be as effective as possible to maintain their competitive edge. If you are looking for new counselors, either on an adhoc or a permanent basis, consider a person like me.
If you work for a well-known company in an area that would be of interest to your target market, you could start your letter like this:
I am presently with X Company in a position where I... Perhaps your background itself would be your key selling point:
I started out in computers in 1976 and have been involved with them ever since. I am presently at...
If you are targeting a small number of companies, mention your specific interest in each company:
I have been interested in [your company] for a number of years because of...
Paragraph 2 A Summary of your background aimed at a target perhaps taken from the summary statement on your resume.
Paragraph 3 Your key accomplishments that would be of interest to this target market. These can be written in a bulleted or paragraph format. Make them lively and interesting.
Paragraph 4 (optional) Additional information this could include references to your education or personality, or other relevant information, such as:
I am high in energy and integrity persuasive, thorough, and self-confident a highly motivated self-starter accustomed to working independently within the framework of a company's policies and goals. I thrive on long hours of work, and enjoy an atmosphere where I am measured by my results, where compensation is directly related to my ability to produce, and where the job is what I make it.
Final paragraph The close.
Such as: I would prefer working in an environment where my leadership and problem solving abilities are needed, and would be pleased to meet with you to discuss the contribution I could make to your organization.
Or a statement like this one which excludes those who may be interested in hiring someone lower level:
Hiring me would be an investment in the mid $70,000 range, but the return will be impressive. I would be pleased to meet with you to discuss the contribution I could make to the performance of your organization.
