Writing to press readers’ “hot buttons”

The American researcher Dr Rudolph Flesch found people are more likely to read writing if it contains two or three times more instances of “you” (and “your,” “yours,” and the reader’s name), than references to the writer (“me,” “I,” “our,” “we,” and the writer’s name). 

Think of this when you are writing your next cover letter.

It’s not:

  • I am an experienced…
  • I am looking for…
  • I hope to join an organisation that…
  • I am hoping for X where I can…”. 

Forget all that.

Instead try:

  • Your advertisement indicated you are looking for… 
  • Your organisation can benefit by…
  • The value proposition for your organisation is… 

The reader doesn’t know you and therefore has nothing invested in helping you achieve what you want (even if you say it is in the company’s best interests to hire you). The company does have something invested in their own prosperity, image, longevity, growth and success.

Appeal to the company’s “Me Factor” rather than your own. Remember Radio WIIFM (What’s In It For Me) as that’s the station company decision makers are tuned into!

2 Comments

  1. John Dulleck

    It's all about you! RT @gaylehoward Writing to press readers’ “hot buttons” | The Executive Brand Blog http://bit.ly/12fBGQ #CareerAdvice

    Reply
  2. John Dulleck

    It's all about you! RT @gaylehoward Writing to press readers’ “hot buttons” | The Executive Brand Blog http://bit.ly/12fBGQ #CareerAdvice

    Reply

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About Gayle Howard

If you are interested in working with Gayle Howard—an executive resume writer, Certified Master Resume Writer, multi-award-winning resume writer, and Master LinkedIn profile writer, drop her a line now using the contact form at the link above. Gayle can help you get interviews for your dream job and bring the world of business to you by maximizing your exposure and connections on LinkedIn.