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The Job of Your Cover Letter’s Second Paragraph Is to Persuade

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Job hunting is a selling process. Those who embrace this job search truism shorten their job search.

There are two basic selling processes:

  • Transactional
  • Solution-based 

In transactional selling, the salesperson has limited options. Basically, they’re offering an inventory of products from a catalogue and negotiating a price (usually based on volume), payment, and delivery. Solution-based selling is more complicated. In a solution-based selling scenario the seller focuses on a specific issue or problem the customer faces and suggests corresponding services or products to solve that issue and customizes their offering accordingly.

Applying to a job posting, or a job opportunity you uncovered through networking, is comparable to solution-based selling. Keep this in mind as you write the second paragraph of your cover letter.

After telling the reader, in the opening paragraph of your cover letter, you’re the ideal candidate for the job, you must prove it; otherwise, your first paragraph was just your opinion. As I’ve mentioned in an earlier column, employers don’t hire opinions; they hire results. 

The second paragraph is your sales pitch. Here’s where you show the hiring manager you’re a good fit for the position. This is done by choosing 3 – 6 experiences/skills/traits that connect your accomplishments with the job posting’s job requirements. Remember, numbers and metrics are essential to making your “sales pitch” persuasive. 

Here’s an example:

For the past 8 years, I’ve managed Bravo Pizza’s Western Canada sales territory. I increased sales by 260% during that time, averaging $48,000 in sales every day, translating into approximately 12,000 pizzas/daily. This achievement required my making daily cold calls to sign on over 345 new grocery stores to carry Bravo Pizza’s line of frozen pizzas. I also implemented retargeting sales campaigns using Facebook Pixel and other data tracking technologies. As well, I created 10+ cold email templates that were adopted as a company standard. The bottom line is this: I’m able to hit the ground running and becoming a part of increasing Pumpkin Desserts’ revenue.

While this paragraph will do the job personally, I prefer bullet points. Using bullet points would redesign the above example to read as follows:

In reference to your requirements outlined in the Marketing Analyst job ad description, I can offer Pumpkin Desserts:

  • Over 8 years of sales territory management for Bravo Pizza, a nationwide frozen food company.
  • Increased sales from $6.8 million annually to $17.8, a 260% increase. ($48,000 in daily sales, which is approx. 12,000 pizzas)
  • Implemented retargeting sales campaigns using Facebook Pixel and other data tracking technologies. 
  • Created 10+ cold email templates that are now used company wide.

The bottom line is this: I’m able to hit the ground running and become a part of increasing Pumpkin Desserts’ revenue.

Which example is more readable (skimmable)? Bullets direct the reader to important information, information that can persuade them to read your resume, and that you might be worth their time to interview.

Don’t restate everything that’s on your resume. Cherry-pick experiences that make you a good fit for the position — make connections between what the employer is looking for and what you have to offer. 

Last week, I suggested you create a list of 5 – 6 quantified reasons (the more, the better) why an employer should hire you. Such a list will make it easy to fill in the bullet points to customize your cover letter. Hence, your achievements will be relevant to the position.

What makes me especially fond of using bullet points is its flexibility to add additional experiences/skills/traits without creating an overly enormous awkward paragraph. Appropriate additions will further increase your odds of your resume being read and receiving a call for an interview.

For example, could add one of the following:

  • McMaster University (DeGroote School of Business) — Bachelor of Commerce (2008).
  • Sit on the Canada Food Council Advisory board since 2016. 
  • Fluently bilingual. (English, French
  • Local Toastmasters (The North Toastmasters, Toronto, ON) club officer since 2013.
  • University of Waterloo — Sales and Marketing Fundamentals Certificate (2015).

To keep your cover letter concise, don’t exceed 6 bullet points.

Next week’s column will discuss writing the third paragraph of your cover letter, a call to action. A call to action is an intricate part of the selling process.

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Nick Kossovan, a well-seasoned veteran of the corporate landscape, offers advice on searching for a job. You can send him your questions at artoffindingwork@gmail.com.

Business

Japan’s SoftBank returns to profit after gains at Vision Fund and other investments

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TOKYO (AP) — Japanese technology group SoftBank swung back to profitability in the July-September quarter, boosted by positive results in its Vision Fund investments.

Tokyo-based SoftBank Group Corp. reported Tuesday a fiscal second quarter profit of nearly 1.18 trillion yen ($7.7 billion), compared with a 931 billion yen loss in the year-earlier period.

Quarterly sales edged up about 6% to nearly 1.77 trillion yen ($11.5 billion).

SoftBank credited income from royalties and licensing related to its holdings in Arm, a computer chip-designing company, whose business spans smartphones, data centers, networking equipment, automotive, consumer electronic devices, and AI applications.

The results were also helped by the absence of losses related to SoftBank’s investment in office-space sharing venture WeWork, which hit the previous fiscal year.

WeWork, which filed for Chapter 11 bankruptcy protection in 2023, emerged from Chapter 11 in June.

SoftBank has benefitted in recent months from rising share prices in some investment, such as U.S.-based e-commerce company Coupang, Chinese mobility provider DiDi Global and Bytedance, the Chinese developer of TikTok.

SoftBank’s financial results tend to swing wildly, partly because of its sprawling investment portfolio that includes search engine Yahoo, Chinese retailer Alibaba, and artificial intelligence company Nvidia.

SoftBank makes investments in a variety of companies that it groups together in a series of Vision Funds.

The company’s founder, Masayoshi Son, is a pioneer in technology investment in Japan. SoftBank Group does not give earnings forecasts.

___

Yuri Kageyama is on X:

The Canadian Press. All rights reserved.

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Trump campaign promises unlikely to harm entrepreneurship: Shopify CFO

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Shopify Inc. executives brushed off concerns that incoming U.S. President Donald Trump will be a major detriment to many of the company’s merchants.

“There’s nothing in what we’ve heard from Trump, nor would there have been anything from (Democratic candidate) Kamala (Harris), which we think impacts the overall state of new business formation and entrepreneurship,” Shopify’s chief financial officer Jeff Hoffmeister told analysts on a call Tuesday.

“We still feel really good about all the merchants out there, all the entrepreneurs that want to start new businesses and that’s obviously not going to change with the administration.”

Hoffmeister’s comments come a week after Trump, a Republican businessman, trounced Harris in an election that will soon return him to the Oval Office.

On the campaign trail, he threatened to impose tariffs of 60 per cent on imports from China and roughly 10 per cent to 20 per cent on goods from all other countries.

If the president-elect makes good on the promise, many worry the cost of operating will soar for companies, including customers of Shopify, which sells e-commerce software to small businesses but also brands as big as Kylie Cosmetics and Victoria’s Secret.

These merchants may feel they have no choice but to pass on the increases to customers, perhaps sparking more inflation.

If Trump’s tariffs do come to fruition, Shopify’s president Harley Finkelstein pointed out China is “not a huge area” for Shopify.

However, “we can’t anticipate what every presidential administration is going to do,” he cautioned.

He likened the uncertainty facing the business community to the COVID-19 pandemic where Shopify had to help companies migrate online.

“Our job is no matter what comes the way of our merchants, we provide them with tools and service and support for them to navigate it really well,” he said.

Finkelstein was questioned about the forthcoming U.S. leadership change on a call meant to delve into Shopify’s latest earnings, which sent shares soaring 27 per cent to $158.63 shortly after Tuesday’s market open.

The Ottawa-based company, which keeps its books in U.S. dollars, reported US$828 million in net income for its third quarter, up from US$718 million in the same quarter last year, as its revenue rose 26 per cent.

Revenue for the period ended Sept. 30 totalled US$2.16 billion, up from US$1.71 billion a year earlier.

Subscription solutions revenue reached US$610 million, up from US$486 million in the same quarter last year.

Merchant solutions revenue amounted to US$1.55 billion, up from US$1.23 billion.

Shopify’s net income excluding the impact of equity investments totalled US$344 million for the quarter, up from US$173 million in the same quarter last year.

Daniel Chan, a TD Cowen analyst, said the results show Shopify has a leadership position in the e-commerce world and “a continued ability to gain market share.”

In its outlook for its fourth quarter of 2024, the company said it expects revenue to grow at a mid-to-high-twenties percentage rate on a year-over-year basis.

“Q4 guidance suggests Shopify will finish the year strong, with better-than-expected revenue growth and operating margin,” Chan pointed out in a note to investors.

This report by The Canadian Press was first published Nov. 12, 2024.

Companies in this story: (TSX:SHOP)

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RioCan cuts nearly 10 per cent staff in efficiency push as condo market slows

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TORONTO – RioCan Real Estate Investment Trust says it has cut almost 10 per cent of its staff as it deals with a slowdown in the condo market and overall pushes for greater efficiency.

The company says the cuts, which amount to around 60 employees based on its last annual filing, will mean about $9 million in restructuring charges and should translate to about $8 million in annualized cash savings.

The job cuts come as RioCan and others scale back condo development plans as the market softens, but chief executive Jonathan Gitlin says the reductions were from a companywide efficiency effort.

RioCan says it doesn’t plan to start any new construction of mixed-use properties this year and well into 2025 as it adjusts to the shifting market demand.

The company reported a net income of $96.9 million in the third quarter, up from a loss of $73.5 million last year, as it saw a $159 million boost from a favourable change in the fair value of investment properties.

RioCan reported what it says is a record-breaking 97.8 per cent occupancy rate in the quarter including retail committed occupancy of 98.6 per cent.

This report by The Canadian Press was first published Nov. 12, 2024.

Companies in this story: (TSX:REI.UN)

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