Cover email 101: how to get noticed... in a good way

When job-seeker frenzy strikes, the cover email seems to suffer from either complete lack of attention ("I am a good fit for this job.") to copy-and-paste syndrome where candidates seemingly recycle the same jargon-laden blurb.  A cover email is your opportunity to make a fantastic first impression if you actually put some effort into it.

1. Follow the three W's - who you are, what you do, and why you are a good candidate.  I want to know your name, what you do, and why you think you are a good fit.  That's it.

2. Brevity, please. In this economy, every recruiter has a full in-box and a busy phone.  Ideally, I want no more than an opening line, a paragraph, and a closing sentence or two.  That said, I don't want a one sentence cover letter either - "Because I'm right person for this role" isn't going to cut it.

3. Nothing personal... ever.  It's a hard time for job seekers right now and you aren't going to gain any favor by talking about your financial woes.  If anything, it will make most recruiters uncomfortable and less likely to respond.  And, unless you know me or are a referral from an existing candidate, please leave your spouses or relationships out of it.

4. Use humor very carefully.  I love a good giggle, but my tolerance for humor in cover letters is minimal.  Dry humor is good, obvious jokes are not.  Don't write in prose, don't pretend your child or the dog wrote your cover email, and don't quote lines from movies.

5. Nothing makes me want to hit the delete key faster than attitude or bravado.  Sure, you have 10 years of industry experience and have performed more than a few miracles, but let your resume and your accomplishments speak for themselves. No one wants to deal with a candidate who may be perceived as "difficult".

6. Proper spelling, grammar, punctuation and please make sure you are addressing the right company and the right role.  I can't tell you how often I get cover emails addressing the wrong person, company or referencing a position I don't have open.  It makes you look sloppy, disorganized, and like you are applying for everything.  Not exactly qualities most recruiters are looking for in a candidate. 

7. Customization is key.  This one seems like a no-brainer, but always call out the qualifications you possess which make you a fit for the position.  The number of applicants who do this is shockingly low.

8. Please, no cliches. If I had a nickel for every time I read "strong attention to detail, good cross-team collaboration, excellent communication skills, fast learner..."  Even if those attributes are something you are proud of, find a different way of discussing them.  Stand out!  Make an impression! This is your chance to differentiate yourself from the pack.

A good sample email cover for someone with experience:

I have over 10 years of project management experience including six years with the (group) at (company).  I am interested in this role as it seems a substantial portion of the position involves vendor management and negotiation and this is where I excel.  I have simultaneously managed five vendors and have successfully lead the vendor selection and negotiation process on 12 different projects. Additionally, I have substantial experience with budget planning and have managed creative teams of up to 15 people.  I'd love to be considered for this role and look forward to speaking with you!

A good sample cover for a candidate with less experience:

My skill set includes complete proficiency in Photoshop, Illustrator, Flash, Dreamweaver and (X)HTML with a focus on web design.  As my portfolio demonstrates, I have completed several freelance projects for a variety of small clients and am excited to expand my experience into the corporate realm.  This would be an exceptional opportunity for me to continue to grow as a designer and, in return, I will bring a lot of enthusiasm, energy, and creativity to the team.  Thank you for your consideration!

So, even when you feel like no one is looking at your resume let alone your cover email, know that there is at least one recruiter out there who is paying attention. 

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Free Flash Training!

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Our friends over at the Rich Media Institute are in feeling in a generous mood these days and are offering two free online Flash courses this months to any and all takers.

Through Feb. 15th, R. Blank's Comprehensive ActionScript 3 will be available. (And yes, they mean comprehensive. The course is 9+ hours.)

For those who like the Lite side of things, through Feb. 28th,
Introduction to ActionScript Development with FDT is being offered gratis. (It's 37 minutes. Which means you could eat dinner and watch it.)

And yes, since it's online, even though the Rich Media Institute is based in LA's Venice section, you can attend from anywhere!

Except, possibly, from North Korea.

Or China.


Photo by John Kratz

Free Flash Training!

2203453437_e78ceb3853.jpg



Our friends over at the Rich Media Institute are in feeling in a generous mood these days and are offering two free online Flash courses this months to any and all takers.

Through Feb. 15th, R. Blank's Comprehensive ActionScript 3 will be available. (And yes, they mean comprehensive. The course is 9+ hours.)

For those who like the Lite side of things, through Feb. 28th,
Introduction to ActionScript Development with FDT is being offered gratis. (It's 37 minutes. Which means you could eat dinner and watch it.)

And yes, since it's online, even though the Rich Media Institute is based in LA's Venice section, you can attend from anywhere!

Except, possibly, from North Korea.

Or China.


Photo by John Kratz
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Last month some interesting news rolled down the scientific pike: researchers from Columbia University and the City College of New York "say their calculation of the 'Quality-Adjusted Life Years' -- or 'Qalys' -- lost as a result of obesity is now equal to, if not greater than, those lost from smoking.

According to the Chicago-Sun Times: "The findings, reported in this week's American Journal of Preventive Medicine, were based on a national health survey of 3.5 million American adults. It suggests that, from 1993 to 2008, the proportion of smokers fell by 18.5 percent, while the proportion of obese people rose by 85 percent. Smoking caused more deaths, but obesity caused more illness."

It might seem weird to think that NYC would take the obesity epidemic head on (and yes, I think when you say an 85% increase you get to epidemic), but here you have it: the city has produced Active Design Guidelines, which "provides architects and urban designers with a manual of strategies for creating healthier buildings, streets and urban spaces, based on the latest academic research and best practices in the field."

So, can design save people?

Here's what their design department has to say about architecture and design's intimate connection with society:

"In the 19th and early 20th centuries, architects and urban reformers helped to defeat infectious diseases, such as cholera and tuberculosis, by improving design of buildings, streets, neighborhoods, clean water systems and parks. In the 21st century, designers can again play a crucial role in combating the most rapidly growing public health epidemics of our time: obesity and its impact on related chronic diseases such as diabetes, heart disease and some cancers."

It's an uphill battle for sure (pun intended), getting people to take the stairs instead of the elevator, it seems like we humans naturally take the path of least resistance.

But I say, if Designers and Marketers can get me to choose a $5 bar of soap over the $1.35 one, then this should be cake.

Okay, that pun was unintentional.


(Photo by laverrue)


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So the much anticipated iPad got its unveiling yesterday and ... well, the jury's still out.

My first thought, it looks and acts like a gigantic iPhone. Which I'm not against. But there's no phone.

It works like a NetBook, but the user is stuck using Apple-approved applications. Unless, of course, you do everything on Google Docs.

And I realize a keyboard would be clunky, but I'm wondering how well the on-screen keyboard is going to work for anything other than typing emails.

LA Times writer Michael Hiltzik  speculates that, "It's hard to see the iPad as anything other than a mortal threat to Amazon.com's market-leading Kindle reader." (His article is an excellent read, if you have a moment.)

PC World also reports, "There's no multitasking in the OS at all, and not even multiple active web pages in Safari. You can't listen to Pandora while you surf the Web, or switch back and forth between Facebook at Twitter, or write a document in Pages while talking on a VOIP call."

Which is fairly disappointing.

So now that I'm done knocking it, I'll let you know there's a lot that impressed me in the video on the Apple site. For one, the enthusiasm from the people on screen who developed it. You can say they drank the Kool-Aid, or think they really are that excited about their product. (BTW, it's weird to listen to the really poppy instrumental version of The Cure's In Between Days on the video. Just kind of wrong.) The calendar application, the clear definition of The New York Times site, the email app. anhttp://blogs.aquent.com/cgi-bin/mt/mt.cgi?__mode=view&_type=entry&id=2273&blog_id=11d watching the Apple staff demo it, turn it upside down to show a picture to a friend, it makes the damn thing look pretty damn wantable.  

It makes me hopeful, you know?

Not that I'm going to be in line at the Apple store to buy one the instant they come to market.

But hey, it's Apple. I'm sure there will be no shortage of people dying to be first in line to get whatever they're selling.

Now that, my friend, is brand loyalty.


(Photo by mattbuchanan)

Post Script: Yeah, apparently Shelly Palmer over at MediaBytes isn't that impressed either. (Video rated PG for menstrual humor) 

Defriending is the new friending

The party is over.  It's time to collect all the empty cups and put them in the recycling.  I'll go to the hardware store and buy some glass to replace that table top while you scrape the shaving cream off the bathroom mirror.

It's been an 18 month long facebook kegger and the sun is starting to splinter through the venetian blinds and that hallmark of any good party - regret - is seeping in.

'Sorry, I was new to facebook and competitive about how many friends my friends had, so I friended you kind of carelessly.  Now, 6 months later I'm reminded of why we didn't stay in touch and I'd like to move on now, thanks'.

Over the past few weeks a surge of defriending seems to be crashing through the world's most popular social utility.  So, what's changed?  Why are people defriending?  Is it a New Year's resolution?  Has something changed in facebook's functionality to drive people to defriend?  And what's the etiquette when cutting someone from the team?

After surveying a small sample of my own friendly defrienders, the most popular defriending motivators have been:

1. I was too broad in friending past acquaintances and I want a smaller list.
Translation:  This person was annoying when I interacted with them in real life and surprise, surprise, they're annoying on facebook.

2. I've adopted a more strategic approach to friending colleagues and coworkers.
Translation:  This person can't do anything for me.

3. I've had a few bad interactions.
Translation: I have drunk/weird friends and ex's who post off color jokes or crazy conspiracy theories in their statuses and on my wall and I don't know how to adequately control my privacy settings.  Also, they kind of illustrate to my other friends just how bananas I am.

Whatever the reason, facebook users are revisiting friends of facebook past and making some cuts. 

For the most part, a personal defriending policy can be helpful.  Defriending decisions can be tricky and having a firm criteria speeds up the decision process and provides a rock solid alibi if confronted by someone discovering they were recently defriended:

'I've been defriending anyone I haven't interacted with in a year'
'I've eliminated work contacts and limited facebook friends to out of work friends'
'I've defriended everyone with weird looking kids'

Whatever works for you.

Sometimes, communicating this in advance can be a very comforting, considerate way to break the news to soon-to-be-defriended.  Sometimes, it's all the notice they need to Google map the quickest distance between your house and the nearest 'plastic tarp & circular saw' provider (see Dexter).

Overall, the consensus is that each individual will react differently and you really can't control those reactions.  So, do unto others...  Just make sure you exhibit better judgment in your defriending than you originally displayed in your sloppy friending binge, you minx.

Is there a reason this is all happening right now?  Not that I've been able to determine.  The bloom seems to be off the rose and folks have taken a step back and reevaluated.  It seems there was a friending party when facebook was reaching critical mass and now like all great parties, we're left with a few fond memories, lots of random pictures and a few regrets.

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This is a blog post about a website. InternetOnlineWebsite.com

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Aquent has launched a new site, InternetOnlineWebsite.com, a website ABOUT websites (and marketing, direct mail, graphic design, etc.). It's been specially designed to educate, enlighten, and delight those who are looking to add to their online presence and marketing initiatives, and it shows marketers and designers the people they need to get the job done.

InternetOnlineWebsite.com is designed to highlight some of the disciplines in marketing and design needed to execute great online efforts and uses interactive pop-ups to let visitors discover more about these roles. There's also a direct line to Aquent's specialized experts that can get you started right away.

InternetOnlineWebsite.com also includes other helpful aspects of a successful marketing campaign, including:

·       Mobile sites
·       The ability to share functions for popular social networks
·       Flash videos
·       Direct mail items
·       Promotional T-shirts
·       The ability to send e-cards to friends

No more struggling with technical jargon. No more having to explain to your uncle what SEO or UX means. No more Internet anxiety disorder.

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According to BusinessWeek, Apple is looking at replacing Google with Bing as their default search engine on their iPhone.

Yes, it turns out the rivalry between "I'm a Mac" and "I'm a PC" isn't as strong when it comes to Apple battling Google in the smartphone sector. According to sources at Apple, now that Google has released its Nexus One, "Apple and Google know the other is their primary enemy". Moreover, "Microsoft is now a pawn in that battle."

Meaning, it's okay to battle Microsoft on one front and take them out for drinks on the other.

Which is I believe how The Hundred Years' War was fought. But then again, history has never been my strong suit.

So here's my marketing question. How does Apple exactly cover itself brandwise, here? It tells its customers that PCs stink, yet uses Bing as the search engine on their phone. How do you handle that without coming off as, um, insincere?


(photo by Incase Designs)

A Case of the Mondays??

I LOVE the movie "Office Space" - a lot (seriously - why are fax machines so tricky??).  And let's face it - it can be easy to slump ourselves into work letting the world around us take over.  And why shouldn't we be sad/mopey/sleepy (or any of the other 7 dwarfs) - just turn on the television.  Tiger Woods - bad guy.  Healthcare - not reformed.  Unemployment - still pretty bad.  Job hunting - pretty brutal.    

Case in point:  One of my dearest friends this week made a video reel to apply to a job - apparently we're "there" in terms of competition and difficulty.  But I have to hand it to her - it was inventive and she was taking BYOBM to the next level and beyond!  And to top it off - she had a blast.  

I will say this:  There is nothing worse than a sad, frustrated co-worker/friend/family member.  It brings everyone down.  So - Here are my tips for keeping your sanity during the winter months.  And be prepared - these are not the normal "imagine yourself on a beach" tips:

1.    Start each day by listening to a commercial from Bud Light's Real Men of Genius campaigns.  I listen to one everyday and have to say - I DIE LAUGHING.

2.    Watch this commercial.

3.    Make your FAVORITE breakfast before work.  Yes you'll have to get up early but seriously - chocolate chip pancakes ALWAYS put me in a good mood.  (Or on the flipside - bring your favorite lunch to work - it will make your morning fly by - Thanksgiving Sandwich anyone?)

4.    Watch a little kid walk down the street.  There is always something uplifting about watching a kid attempting not to step on cracks while wearing GIGANTIC winter boots that makes me chuckle to myself.

5.    If you're a woman, wear a headband to work.  You'd be surprised how many compliments you receive.  Really want to up your game?   Wear a new shade of lipgloss AND a headband.  WATCH OUT WORLD!

6.    If you're a man, wear a brightly colored shirt that you typically wouldn't wear - again - you'd be surprised how many people walk up to you and say "hmmmm.. something is different today."

7.    Attempt a game of Wii boxing before work.  It's hilarious and will get your heart rate up.  Did I mention hilarious?  

8.    Sing along loudly to a Billy Joel song (or Black Eyed Peas.... Or Lady Gaga - my 6 month old nephew LOVES Poker Face) while in your car and don't quiet down or stop when you see someone watching.  You will chuckle about it all day.  Want to up your game?  Wink at your audience and hold out your imaginary thumb microphone as if to say "Want to be my backup singer?"

We'll get through it - seasons change.  Jobs will get better.  And if we can have a laugh or enjoy ourselves more in the interim I say - What do you have to lose?
What is it they say about the world due to globalization? Oh yeah, that it's "flat" (according to the book by Thomas L. Friedman anyway) but when you think of globalization in terms of reach with the world wide web, then we're living in an every growing universe. Say you are a player in the interactive space and want to make sure that you are always on the cutting edge with regards to your experience, then this is the list for you.

In order to make sure that potential employers know your true value here's a quick Top 10 List of "must-haves" for your resume:

1) .com, e-commerce or mobile sites/applications
I place all of these as one item because it is rare (but highly fortunate still) for anyone to have experience with all of these. Make sure that you are highlighting the volume or scability of the site in your job description so employers who may not have heard of the company or have been to the site know how robust it truly is.

2) Technology
I can't stress enough importance with this. If you are a designer but can edit or hand-code CSS, make sure that you are listing that. If you are a web developer and have object-oriented PHP experience, LIST it. Even with most descriptions people will not be able to intuitively know the technology platforms you have been exposed to without them being explicitly stated.

3) Verticals 
If you're in the interactive space, hot verticals would include: technology (startups), digital agency, entertainment company, large brands and large e-commerce shops. If you have this experience, make sure it stands out on your resume.

4) Certifications 
PMP, Adobe, Flash - any and all ceritifcations of desired and current technology will be a huge plus that will put you ahead of other people in your particular role when it comes to the interactive space. While not necessary, certifications show you really know your stuff.

5) Measurable Results 
How many downloads? What is the site traffic? How many users did the site/application support? Numbers are important - usually the bigger the better. More and more employers are looking for candidates who know their business value and can quantify it.

6) Iterations 
With the web and the users of the world wide web being as unique as any IP address (NERD joke) people will want to see that you understand and have worked in cross-browser/platform fuctionality. For example, that you developed the mobile site as well as the flash application (at least graphics wise), etc.

7) "cross-functional"
To me, interactive is almost synonymous with cross-functional. Although understandable to be a one-person shop for any particular interactive collateral, if you worked in large and cohesive team with marketing, engineering, QA, off-shore and off-site teams, then you've proven your ability to work in a highly collaborative environment (especially one as complex as an web project), and you're money!

8) Detail
When it comes to your resume, DO sweat the small stuff. Think back on your experience, look at the type of position you're aspiring towards and make sure that any gaps that you can fill honestly with your experience or know-how get filled! (This goes for all resumes and not just the interactive ones.)

9) Continuing Education
Any coursework, key industry conferences or digital affiliations should be listed on your resume to show that you intend to remain at the top of your game.

10) Be Clear
With the previous 9 points, you now have tons of artillery to pack on a sheet of paper, but let's keep in mind that nowadays employers are merely viewing your res on a screen. Make sure that you are using bullet points when appropriate and highlighting the major context and points in those bullets so they are hard to miss from wandering and employing eyes.

Now you're ready to take on the world (wide web). That was the last corny joke, promise!
Have questions/comments/concerns? I would love to hear them!
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Web Design & Usability 2010 Conference

15 February 2010

Attend the only conference focused solely on web design & usability at the beautiful Hyatt Regency Grand Cypress in Orlando, from February 15 to 17, 2010.

See 43 Expert speakers on ...

Free Webinar: 3 Keys to Direct Mail Success

12 February 2010

If you've either tried direct mail and didn't get the results you were hoping for, or if you've never tried it, but have been...

LA Web Professionals Group Meeting - Dreamweaver CS4 with Janine Warner

11 February 2010

 An introduction and overview of Dreamweaver. If you&rs...

Money, Marketing & Management with HubSpot's Founders

10 February 2010

The internet has transformed the way businesses interact with prospects, customers, employees, and investors. Join this live webinar with two start-up founders from the front lines as they discuss ...

thinkLA: February Interactive Mixer

9 February 2010

Mingle at this mixer geared towards the interactive community.

The mixer is geared towards reps and clients that work in or with interactive companies. But all are welcome!

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