Recently, a large non-profit client needed a new fundraiser brochure to promote a program that raises tens of thousands of dollars annually. The existing brochure was very bland and exceptionally text-oriented. But three other problems were immediately apparent:
1) It didn’t speak directly to the target audience
2) It didn’t effectively communicate the benefits of the program
3) It created unintentional perceptions and stereotypes that hurt the program’s success.
I’ve seen some really, really bad cover letters over the years. But there’s one that has stood out as a terrific educational tool for helping others gain insight into what not to put in a cover letter. It’s an incredible example of how words can obliterate personal branding. I say personal branding because, after all, even a cover letter is your opportunity to build your brand and make someone want to grab hold of you — or at least want to meet you to learn more.
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