We're publishing a third and final excerpt from Brutally Honest: No Bullshit Business Strategies to Evolve Your Creative Business, the "tell it like it is" career advice book specifically catered to designers. Written by Emily Cohen, the book compiles honest business insights and strategies the seasoned design consultant has been preaching to design firms over the years. The book's campaign ends tomorrow, April 18th, so if you find yourself wanting more, now's the time to hit that pledge button on Kickstarter.

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This excerpt goes over how to write the perfect cover letter for various recipients, ranging from existing contacts to from a conference speaker you admired:

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Cover Letters— Content Examples

The following are very generic examples of the first and last paragraphs for a variety of different types of cover letters. Obviously, the final versions should be further customized (or entirely re-written) to reflect your firm's unique voice and personality as well as your relationship/knowledge of the recipient.

These examples are meant for inspiration only.

PERSONAL RECIPIENT A

Existing contact whom you haven't spoken to in a while (over 6 months)

INTRO

Since it has been awhile since we last worked together/spoke, I wanted to reconnect. We really enjoyed working with you on [XXX] project and continue to be very proud of what we were able to achieve. We also wanted to briefly update you on what we have been doing lately as well as hear an update on what you've been up to.

CLOSING

I will send you an email (or give you a call) next week to see if we can schedule a time, at your convenience, to reconnect. Meanwhile, [here you customize something such as "have a great weekend" or "best of luck with the launch of your product or book."]

TARGET RECIPIENT B

Potential new business opportunity that was referred to you by someone else

INTRO

XXX mentioned I should introduce my firm, XXX, and myself to you as [and here explain why, such as, they thought you may like our work, or are looking to hire a design firm]. [Here, in one sentence, say how you know XXX such as: "I have worked with XXX for two years developing their company's marketing materials."]

CLOSING

I will give you call you next week to schedule a time, at your convenience, to meet as I would like to hear more about your company, introduce my firm and, if appropriate, explore ways we can work together. Meanwhile, [and here you customize something such as "have a great weekend" or "best of luck with the launch of your product or book"].

TARGET RECIPIENT C

Cold inquiry to potential new business opportunity—someone that you have researched and want to work for

INTRO

I would like to introduce my firm, XXX, as I think you will find that our work in your industry (or for other similar companies) may interest you. [Here you give your one sentence elevator pitch.] I would love (or like) to schedule a brief call or meeting, at your convenience, to show you our work and hear more about your company.

CLOSING

I will give you call you next week to schedule a time, at your convenience, to meet or talk briefly. Meanwhile,[and here you customize something such as "have a great weekend" or "best of luck with the launch of your product or book"].

TARGET RECIPIENT D

Cold inquiry to a connector or colleague

INTRO

I have heard about your services/work in XXX and was inspired to introduce my firm, XXX, as I think we may have some common [interests and/or connections]. I would love (or like) to schedule a brief call or meeting, at your convenience, to learn more about what you do and explore ways we can potentially help each other out or collaborate.

CLOSING

I will give you a call you next week to schedule a time, at your convenience, to meet as I would love to hear more about what you do and explore ways we can work together. Meanwhile,[and here you customize something such as "have a great weekend" or "best of luck with the launch of your product or book"].

TARGET RECIPIENT E

Someone you admire (a potential connector, colleague or even potential client)—this is someone who wrote a blog/article, was featured in an article, or you saw speak

INTRO

I recently read the article you wrote in XXX (or saw you speak at XXX, or read the article that featured you in XXX) and was inspired to introduce my firm, XXX. [Here you add a sentence that mentions what inspired you in particular or what you related to (the complement sentence).] I also wanted to introduce my firm as [give a reason here, such as: I think we have a lot in common, or share common interests, or we may know many of the same people, or my firm's work aligns nicely with your company's direction].

CLOSING

I will give you a call next week to see if we can schedule a time, at your convenience, to talk (or meet briefly). I would love (or am eager) to hear more about what you do, introduce my firm and even explore ways we can potentially collaborate. Meanwhile,[and here you customize something such as "have a great weekend" or "best of luck with the launch of your product or book"].

CLOSE WITH AN ACTIONABLE STATEMENT (1-3 SENTENCES)

This should emphasize your enthusiasm and include very clear next steps/ actions. Don't be passive. Rather than closing with the meaningless "I look forward to meeting you" write "I'll call you next week to follow up and see if we can schedule some time to talk or meet at your convenience." Or, use some variable of that statement. Then, follow through with that promise, or you look irresponsible.

MAIL IT

Yes, you read that correctly. You remember snail mail? Send the cover letter and case studies in the mail to potential prospects.

Why? Because most people are inundated with emails, many of which are left unread or sent to spam. On the other hand, most people don't receive any enticing mail anymore, at least nothing that surprises them. They mostly get junk mail. But, if they receive a colored envelope or a personal letter, they become intrigued. You've increased the likelihood that they will indeed open and read what you wrote. Email won't do this for you.

Now, Just Do It

In the meantime, embrace Yoda's philosophy "Do or Do Not, There is No Try." If you don't know who Yoda is, well that's just sad. Look him up.

Just start introducing yourself to strangers. Meet new people. Build relationships. Be patient.

As stated, one way to do this is to attend conferences/events within your specialization. I will cover this particular strategy in more depth in the next chapter.

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Brutally Honest: No Bullshit Business Strategies to Evolve Your Creative Business is now available on Kickstarter