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How to Write Targeted Mail?

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Summary: There are high chances of getting an interview with your good cover letter and your follow ups. Your follow ups should appreciate the concern you gave received and be grateful to people for their assistance and appreciate it.

Paragraph 1 The opening paragraph for a targeted mailing would follow the format for a networking letter: state the reason you are writing and establish the contact you have with the reader.

Congratulations on your new position! I know you are extremely busy (I've heard about it from others). After you are settled in, I would be interested in meeting with you. I think it would be mutually beneficial for us to meet, although I have no fixed idea of what could come of it.



After you have found out something about the person or the company you are writing to, pretend you are sitting with that person right now. What would you say to him? Here's what one job hunter wrote to an executive:

I agree. Your position is truly enviable.

With the merger of AT&T and United Telecom completed, AT&T is now positioned to become an even greater force in shaping telecommunications for the future, both domestically and internationally. However, with all the challenges come the inevitable need for control, resolution of legal and regulatory issues, competitive threats, pricing issues, and reexamination of both the positioning and global packaging of AT&T. Clear, focused strategic and business plans become essential for success. I believe I can help you in these areas.

Here's another letter that reflects a great deal of thought:

As the banks look back on their risky involvement with groups like Campeau, it is clear that a better understanding of the retail business would have saved them from considerable losses. As a result, I'm sure many banks and lending institutions have gone to the opposite extreme. Another solution, however, would be to have an unbiased expert merchant involved in evaluating their retail plans.

Your opening should reflect whatever you know about the company or the person:

Whenever people talk about companies with excellent internal outplacement firms, Chase's name always comes up. In fact, the people who run the Amalgamated Center, where I am now assigned, speak often of the quality of your services. I am interested in becoming a consultant in this field, and I hope to meet with you.

Paragraph 2 Give a summary about yourself.   

Paragraph 3 Note a few key accomplishments that would be of interest to this target.

Paragraph 4 Ask for half an hour of their time, and say you will call them in a few days, such as:

I am sure a brief meeting will be fruitful for us both. I will call your new secretary in a week or so to see when I can get on your calendar.

or

I hope you will allow me half an hour of your time and insight to explore this area. I will call you in a few days to set up a mutually agreeable time.

If you plan to follow up with a phone call, say so. But if you say so, do it or you may get no response while they wait for your call.

Variations And Additional Paragraphs:

For an out of town search (perhaps placed next to the last paragraph):

As a result of many years' travel to Seattle, I would prefer to live and work in that area. In fact, I am in Seattle frequently on business and can arrange to meet with you at your office.

As we have seen, other variations include the use of underlining key points, which can increase your response rate and helps the busy reader scan your note. Underlining makes certain key points pop out at the reader points anywhere in your text. Underline parts of sentences in no more than five places. Read the underlined parts to make sure they sound sensible when read together, have a flow, and make your point.

Ignoring all of this can sometimes be very effective. Do what works in your target area. Nat, who was interested in Japanese banks, wrote to forty banks with a four line cover letter that said something like: "Enclosed please find my resume. I have had twenty years of banking experience, am mature..."

Nat knew his market. He thought the Japanese would be put off by the typically aggressive American approach. He got an excellent response rate and the kind of job he wanted.

Remember, it is sometimes better to follow your instincts rather than listen to the experts. You're smart. You know your market better than we do. Make up your own mind.

The Follow Up Call (After A Targeted Mailing)

When you call, you will probably have to start again from the beginning. Do not expect the reader to remember anything in your letter. Don't even expect her to remember that you wrote. For example, when you phone:

  • say, "I sent you a letter recently. Did you receive it?"
  • Remind her of the reason you wrote. You may have to again summarize your background, and state some of your accomplishments.
  • If she says she has no job openings at this time, that is OK with you you were not necessarily looking for a job with the company; you were looking for information or advice about the job possibilities for someone like you, or perhaps you wanted to know what is happening in the profession, company, or industry.

Leave messages that you called, but do not ask to be called back. When no one calls, you will feel rejected. However, be friendly with the secretary, and apologize for calling so often. If she would like to have her boss call you back, tell her thanks, but you will be in and out and her boss will be unable to reach you: you will have to call again. Expect to call seven or eight times. Do not become discouraged, but accept it as normal business.

The Meeting

When you go in for your meeting, handle it as you would a networking interview (unless the manager turns it into a job interview):

  • Exchange pleasantries.
  • State the reason you are there and why you wanted to see this particular person.
  • Give your two minute pitch.
  • Tell the manager how he or she can help you. Get the information you want, as well as a few names of other people you should be talking to.

Be grateful for whatever assistance this person gives you. People are helping you the best they can. If a person does not give you the names of people to contact, perhaps he cannot because he feels insecure in his own job. Appreciate whatever he does give you.

Form A Relationship

Take notes during your meeting. Your follow up letters will be more appropriate, and then you will feel free to contact this person later. Keep in touch with people on a regular basis. Those who know you well will be more likely to help you.

A targeted mailing is a very powerful technique for hitting every company in a small target area. A direct mail campaign hits every company in a large target. Both can dramatically move your job hunt along. Try them!

Follow Up

Follow up with a customized note specifically acknowledging the help you received, just as you would after a networking interview. (See Chapter 20: Following Up When There Is No Immediate Job.)

Final Thoughts

You will strike sparks with certain people you meet. They will develop a sincere interest in you and will surprise you with their help. I have had people invite me to luncheons to introduce me to important people, or call me when they heard news that would interest me. I have even made new friends this way.

Of course, I have done my part, too, by keeping in touch to let them know how my campaign was going. If you are sincere about your search, you will find that the people you meet will also be sincere and will help. It can be a very warming experience.
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