It’s the darndest thing.

All successful job searches are marketing and sales campaigns.

You have to find and qualify customers (employers) for your services. That’s the marketing.

And you have to convince those customers to buy (hire) you. That’s the sales part.

So why not adapt the best practices from the world of marketing and sales to your job search? Seems pretty logical, right?

Apparently not.

Because, if you read dozens of cover letters every week, as I do, you’ll quickly realized that they come from the world of STUPEFYING BOREDOM. They read like deleted pages from the IRS Tax Code that weren’t clear or compelling enough to make the cut.

Most cover letters violate one of the key principles of advertising legend, David Ogilvy, who wrote: “You cannot bore people into buying your product.”

Now. Time and space don’t allow for a proper treatise on cover letter writing in one blog posting.

Literally in 5 minutes or less. If you make no other change to your cover letter other than adding a compelling P.S. at the end, you’ve done a good thing.

Why?

As any savvy marketer (but apparently almost no career “expert”) knows, the P.S. is the second-most read part of any sales letter, after the opening salutation (Dear Kevin). That’s why you’ll find a P.S. in any good sales letter. Because it almost always gets read.

And you’ll find a P.S. in every single Guerrilla Cover Letter, where you use it to state a fact so compelling that employers are forced to pick up the phone and call you to find out more.

But you won’t find a P.S. in ordinary cover letters sent by ordinary job hunters, or described in ordinary books on cover letter writing.

So do you want to join the Guerrillas, many of whom find work in 7 weeks or less.

Or do you want to stay ordinary, and keep getting ordinary results?