Beverley East, Contributor

Although the telephone may be your most immediate and direct approach to a potential employer, there are times when a letter is more practical or even necessary. Last week, we looked at how to answer a classified advertisement. There is so much more I have to tell you, so I hope you are keeping up with these columns.

So you want to apply to one of the ads on this page? You have sent your résumé along with a cover letter, but you have heard nothing. You may be having trouble reaching the person you need to speak with by telephone. They are either evasive or they are blocked by over diligent personal assistants.

Any type of letter associated with your job search, whether it is a targeted cover letter or a simple thank you note, should be considered an exercise in self-marketing. Your main objective is to create a good impression, to impress your potential employer and to have them interested in what you have to offer. In other words, your goal is to convince the receiver to make some positive decisions on your behalf.

When you've completed a letter, step back and let someone else read it, and give you constructive criticism, not necessarily praise. Listen carefully to what the person reviewing your letter has to say. Something that may seem perfectly obvious to you may seem less clear to a more objective reader. Rewrite the letter as many times as necessary - until you're sure that a reader will say "now this is someone I'd like to meet". Your letter should draw the reader in and capture his attention. If this is achieved, then you would have secured an interview - and, of course, hopefully nailed that job.

Sometimes letters turn up hidden jobs

Although letter writing may be tedious in this day of advanced technology, there is little doubt that an interesting letter can produce a good return. That's because companies are always, even in hard times, on the lookout for 'special people'.

Why are they looking? Besides an obvious need to fill positions that have suddenly become vacant due to illness, termination, retirement, resignation or maternity leave etc, there are also a number of less obvious reasons why your letter may produce a positive response. For example, a candidate presented by mail can save the company a tidy sum in classified ads and staff agency fees. Here are all sorts of reasons why a letter sometimes like a shot in the dark, may hit a bull's eye.

Keep good records

Once you have sent out the letter, follow up is the key. Accurate records are essential to effective follow-up. This is particularly true when one of your strategies is the use of a 'broadcast' letter, that is several letters sent to different companies in a single mailing. Without prompt follow-up you are relying on someone else to take the initiative and that may not happen as any good salesman will tell you. So be sure to keep the following records:

1) a copy of each letter you send out;

2) a record of each recipient's name address and phone number and email address;

3) a notation of the date of actual mailing or bearer delivery (approx. time the bearer plans to deliver);

4) a notation of the date when you must telephone the person for follow-up on your letter;

5) Notes regarding the actual follow-up call.

Without accurate and well organised records you will soon find yourself making mistakes and perhaps sabotaging your own job search.

So what if you are not a good writer?

Not everyone has the ability to write skillfully. Even those with a genuine talent for writing may lack the objectivity to judge whether or not their self-marketing letters hit the mark. In these columns, I have provided you with guidelines and examples of good self-marketing letters, but in the end, you must do the writing yourself. If you recognise your own weakness as a writer, get someone who does write well to help you, however, be sure to include your personal style and not the person who is helping you. And never lose sight of your immediate goal; you are trying to arrange for an interview.

Fear of telephoning

Finally, follow-up sometimes includes picking up the phone. Many people have difficulty using the telephone particularly when they're not in control of the situation and/or calling a stranger. Despite these feelings, the telephone should become your most effective tool so you must try hard to develop a positive attitude towards using it. Of course, the best way to overcome fears is to meet them head-on as I have said many times in my columns. So, if necessary, force yourself to make those follow-up calls. The more you make them the easier they'll become. I guarantee you. But keep some of these points in mind.

1) If you are nervous or uncomfortable about getting started, warm up first by calling a friend.

2) Look in the mirror while you talk and smile - this takes the edge off your nerves and softens your voice.

3 Call from a quiet place that's free of distractions.

4) Prepare a checklist of points to be covered before you make the call. Have them in front of you while you are talking so you are able to cover all your points.

5) Rehearse your conversation completely and try to anticipate the person's questions and their responses. Have all relevant facts to hand.

Have a productive week. Send your emails to writefully_yours@hotmail.com.