Secrets to Getting More Clients By Creating a Powerful Cover Letter (Part 2)

So, if you’ve read Part 1 of this guide, you’d have hopefully used the techniques that we talked about and have gotten a better response rate from the cover letters that you’ve sent. But if for whatever reason none of the tips are working for you, then you can add these tips in your arsenal.

Use an elevator pitch

Mark Evans of gives us a clear idea of why an elevator pitch is important…

“A tight and powerful elevator pitch is ultra-important because it’s the marketing vehicle that sparks conversations, generates questions and gets your foot in the door either directly or indirectly.”

An elevator pitch is used in different scenarios and in different opportunities – and you can bet your family jewels that writing a cover letter is one of them!

Can you imagine what kind of results your cover letter will give you if it does  in fact “sparks conversations, generates questions and gets your foot in the door either directly or indirectly.” just like what Mark said?

I know. It’s a real goldmine!

So how exactly do you craft a powerful elevator pitch? I won’t be going into details on this as I feel that an entire blog post should be dedicated to this topic. But here are 3 things that you need to remember when crafting one.

1.) Be concise.

The elevator pitch in your cover letter should be found within the first 15 seconds of you cover letter. If it isn’t an effective one, chances are the prospect client won’t even read through your entire post. But if the opposite is true, then he’ll surely read your entire cover letter and quite possibly hire you.

2.) Mention what you do and how you can solve his problem.

This is pretty much the meat of your 15 second pitch. Make the “you” part short but make the “them” part and how you can solve their problem longer.

It’s important that you use words that create mental pictures that would help them imagine themselves using your service and actually benefit from it.

3.) Ask if the kind of benefit that they can get from you is something that their company is looking for. Ask in an assumptive way.

Use this to seal the deal. Once you’ve already gone through step 1 and 2, they should already have a good idea of what you do and how you can help them. All you have to do right now is to reinforce/solidify their urge of wanting to know more about you or to downright hire you.

How do you do that? You ask questions -assumptive ones at that.

Here’s sample question that I use.

“Getting an article that can influence your readers to buy is something that you’re looking for, isn’t it?”

“Not having to worry about getting poorly written articles way past deadline is what you need, isn’t it?”

At this point, they’ll be hooked at what you can do for them and will want to know more about you. That or – they’re 100% sold on  your services and will immediately hire you.

Use conversational copy when crafting your cover letter

Conversational copies are perfect if you want to engage your readers. Of course, that’s exactly what you need to do if you are to elicit a response from the hiring manager whom you submitted your cover letter to.

This type of writing creates a connection between the readers and the writers since you’ll be using “you” and “me” in this method of writing.

Basically, you’ll just have to write the way you talk if the audience is in front of you. This makes your cover letter more direct making your ideas more impactful to the readers since they feel that you are talking DIRECTLY to them.

Another strategy to craft a conversational cover letter is to imagine yourself, writing an email to one of your closest friends (minus the over familiarity). If you do this, your ideas will flow as if you’re simply conversing with the readers making your message personal yet professional at the same time.

Use the client’s name

This tip can outright spell the difference between the client taking the time to read your cover letter or not. That’s how important this is.

I’ve already talked about this on one of my posts here in the Guild of Bloggers.You can check it out here.12 Proven and Tested Actionable Tips to Help You Thrive as a Non-Native English Writer

Don’t exceed 4 sentences per paragraph

This ensures that the hiring manager isn’t turned off by how seemingly overwhelming your cover letter is because of the huge block of text in it.

Staying within 3 – 4 sentences per paragraph is a good figure to remember. While this rule is made to be broken, just try to stay within its bounds and you’ll see how your cover letter will look a lot more readable.

Focus on the benefit vs the features.

A common mistake that other writers make when creating a cover letter is how they emphasize on how qualified and skilled they are. While showcasing that is true to some extent, you need to realize that the client doesn’t really care about what you’ve done in the past or how smart you are – they just want their problems solved. Period!

It doesn’t matter whether you are an undergraduate, a dropout or a cum-laude in your class. If you can convey to the client’s mind that you are the best person to solve their problems, then chances good that you’ll be hired for the project.

Always add a sample write-up. Unless the client mentions not to otherwise.

You would think that this tip is within the realm of common sense, so everybody must already be doing this, right? Wrong!

A lot of writers surprisingly aren’t sending in samples together with their cover letters. I hope you aren’t one of them. But if you are, then know that it’s high time that you change. Since you’re vying to become a writer for the client, it makes absolutely no sense for you not to do this.

It’s also important to note that it is highly preferred if you share a URL vs. attachments. We may never know what kind of device the client is using, if the client has a slow internet connection, or if they are paranoid about downloading anything from the web (just like me :)). Sharing a URL is a safer and more convenient solution.

Give the client ALL the information that he needs to make a decision.

This is about completeness or how much value your cover letter is providing. The more value it adds, the easier and faster it is for the client to make a decision.

Think about it. Would you rather email back and forth with the client just to answer each questions that they ask? Or would you rather provide a cover letter that contains ALL the info that they might be need, then immediately get hired after they go through your cover letter?

You’d like to be on the second scenario, don’t you?

That said, give them your quote for the project, the workload you can manage, and your specialization (tailor fit the sequence on the information that you provide based on what the client is asking for). Add your sample article to the list and you would’ve most likely given them all the information that they need. Should they need anymore information, they’ll be sure to message you about it.

While it may take some time before you see a significant result in your cover letter’s response rate, don’t let it put you down. There can be several reasons at play as to why this is happening and it may not be about you or even your cover letter to begin with. Just keep on testing and use different variations in your cover letters to see which one will work the best (I usually test per 100 tries before I switch it up).

Words of inspiration:

© Photocreo Bednarek / Dollar Photo Club

If you want to succeed as a freelance writer, you need to be prepared so you can deal with rejections. Remember that nothing easy is worth conquering so don’t back down on the challenges that you’re facing as a writer. Instead, remember how great writers have gone through the same exact challenges that you’re facing right now yet they remained victorious!

I urge you to persevere, endure, and remain passionate about writing!

“Whether you think you can, or you think you can’t – you’re right.”

– Henry Ford

Please let us know what you think in the comments section below. We’ll also appreciate it if you share this guide. Thanks! 🙂

12 thoughts on “Secrets to Getting More Clients By Creating a Powerful Cover Letter (Part 2)”

  1. 4 sentence paragraphs is what is ideal on the internet. People do not like reading a wall of text in one single paragraph, so I strive to get just four sentences done. Also, sample write-ups are ideal. I do one for everyone even if they don’t ask, so to just make sure. I’ve had a few people say they wanted more done with the writing, so it’s best to do for every article.

    • I’m glad that its worked for you Janice. Though doing a sample article can have some downsides to it, depending on who your doing it for and what your goals are, it can be an effective tool for client acquisition.

  2. Yeah my knowledge is limited so I always let the buyer read the work before anything goes down. I give them samples and if they like it, I will fix it up to look good and nice. I try to write small paragraphs that get the point across, so I’m already there with you on this one. I need to learn how to deal with the rest though.

    Your blog rocks by the way!

  3. Cover letters are some of the most important content to deal with these days. It’s all about discussing who you are and what you can do in a short and sweet letter. It has to be well written though, that’s for sure. There are some aspects of cover letters I am horrible at, but I’ll get there.

  4. I always do conversational writing, I think it creates an atmosphere with the audience (client) and it helps make it easier to relate I believe. Normally when I write I tend to use (me, myself, I) and (You) etc. It helps I believe.

    • Couldn’t agree with you more Emily. Conversational writing just makes the whole experience a lot more personal allowing you to give a stronger emotional impact to your readers.

  5. A few years back I tried an elevator pitch and it seemed to interest the man I was pitching too. He liked what I said, but that was it, he never called, never replied and just moved on from there. I suppose there’s much I need to learn about pitching to people in person.

  6. The benefit of your work versus the actual features of your work go a long way. Clients truly don’t want to know what you can and can’t do, they just want to know if you’ll do it on par with what they’re looking for. If you give a good pitch to them and show that you mean business, they’ll hire you right away. Doesn’t matter how many sales you have, you can have none to 50,000. Well, having 50,000 or more helps, but clients want to know the real you before anything else.


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