1. How to Write a Persuasive Application Letter
Dianne Garrett
Business Communication, MGT309
University of North Carolina at Greensboro
My name is Dianne Garrett your professor for MGT309. Welcome to the presentation on ‘How to write a persuasive application letter.’ The purpose of an application letter is to get the reader to read your resume. The purpose of the resume is to get them to invite you to an interview.
Let’s talk about the dos and don’ts of an application letter – also called a cover letter.
Writing that Works (2010). Oliu, Brusaw, & Alred

2. Be audience-centered! Application Letter
As you know, at this point, it’s all about the audience - about who is reading the document and how they understand you. You need to language to that brain – that filter – that perspective.
A frequent mistake in crafting an application letter is in talking about self…no I did this and I did that. Well, this letter is really not about you, it’s about what you can contribute to the organization to help the organization be better.

3. Application letter Do’s Address the letter to a person
Know the values (corporate culture) of the organization
Show your personality – carefully
Be straightforward and fact-based, positive and upbeat
Be specific
Application letter
Here’s a list of Do’s.
One – address the letter to a person. Show the organization that you have the fortitude to ‘figure out’ to who address the documents to. Look at the company’s website directory. You can call the company and ask. If you cannot find out who to address the document, be more sophisticated than ‘to whom it may concern.’
Two – connect to the organization on their values. Study the advertisement to discover what is really important…then talk about those 3 times as the 3 body points in your letter.
Three – The reader wants to know who you are; they are anticipating working with you. Let them know you, but carefully. Remember, create your personal brand.
Four – In your describing yourself, be honest and straightforward. Stay positive.
Five – Be specific. Vague or blanket sentences don’t tell you story. Remember tell your persuasive story.

4. Do’s Write shorter email cover letters
Use a friendly, conversational tone
Good word choices
Fill most of the page – not too short or too long
Follow protocol in delivery
Be error free Do
Write shorter cover letters. Keep the reader from having to scroll to read your message.
Write in conversational style – not formal or informal. Write to the middle.
Be smart about your word choices. Use words that connect to the reader. Use words that their brain can see or feel (in the way you want them to see and feel). They are called emotional word pictures.
In a letter (not ), fill most of the page. A letter too short communicates that you don’t have enough to say (even tho that may not be true).
Demonstrate that you can follow directions from the beginning by following protocol in delivery – if they say – , if they say mail it, mail it.
And of course, proofread till it’s error free.

5. Application Letter Don’ts Restate your resume Write too much
Write too friendly or cutesy or with passive voice
Don’ts
Restate your resume. You insult your reader by reading to them. Tell them additional information.
Don’t write too much. Too much self-disclosure is uncomfortable to them. And, by the way, too little causes distrust.
Stay in business tone – not too friendly or cutesy or passive. Show your confidence.