Much has been said about creating a perfect resume, but job seekers pay very little attention to the document that precedes it: the cover letter. A well-crafted cover letter can not only deliver a solid first impression, it can actually influence the hiring manager even before the resume is reviewed. In my professional practice, I often come across cover letters that resemble cookie-cutter templates. Generic letters can be self-defeating. Career marketing documents, such as resumes and cover letters, can be likened to prime real estate -- every inch of space is valuable and must be leveraged to position the candidate as the perfect solution for the job. Unless the cover letter succeeds in demonstrating the candidate’s worth, the hiring manager (or screener) will have little or no motivation to read further. Consider the following tips when writing your cover letter: A solid positioning strategy is the foundation of a good cover letter What do successful brands have in common? A solid branding strategy that positions the product as being different from -- and superior to -- its competitors. Once the strategy has been identified and tested, multi-million dollar marketing campaigns revolve around just that central theme. A certain product manufacturer, for example, may base its positioning around world-class customer service, while another may focus on super-fast turnaround time. As professionals, we are all brands to a certain extent and each one of us has something very unique to offer. The key is to identify our own uniqueness and use it to craft a compelling message. Cover letters can gain the much-needed punch by focusing on a positioning strategy that may be of interest (and benefit) to potential employers. The following examples clarify this concept. The positioning strategy should not only compel the hiring manager to look upon you as a “must have” candidate, but should also fulfill the employer’s needs effectively. Showcase accomplishments The cover letter must compliment the resume and serve to introduce it. As such, it must convey your strongest accomplishments and translate the potential benefits of hiring you for the role. Focus on a specific target It is very tempting to create one cover letter and use it for multiple job targets. I have seen many cover letters where the candidate just changes the first couple of lines in response to every opening. If you qualify for multiple functional roles, consider preparing two or three versions of your resume and cover letter, each addressing the needs of the position being targeted. Address issues If you want to relocate or diffuse a certain issue, the cover letter is the right place to get it done, not the resume. Ask for a meeting Toward the end of the cover letter, summarize your background and politely ask for a meeting or an interview. You will be surprised how this simple step can dramatically impact the response rate.