WRITING THE 'KILLER' COVER LETTER (Continued)
The best way to start building your killer cover letter is by gathering as much information as you can about the person to whom you are sending the letter. As mentioned in You Must Act! - it is a bad plan to send a generic cover letter to: "To whom it may concern."
That sort of greeting is almost always passed over - and the lack of personalization is generally a
guarantee that your letter will be ignored. So, first, you must know the name of the person to whom you are writing - at a bare minimum.
It also helps enormously if you have some other information ...
such as the the agent's area of specialization, the agent's
other clients, and some pertinent information about the agency
itself. In order to make your letter "do it's job" - be careful not to write about your needs, concerns and product - but focus on the recipient ... "Your agency, your project, your current needs, etc." This is an approach that is used in all effective sales pitches - and make no mistake, your cover letter is a sales vehicle. If it's not, it just won't work.
A good way to study up on this written sales presentation is to start paying attention to the letters you receive from banks, charities, and others who want you to buy things or contribute. If you read these sorts of letters carefully, you will soon discover that they have many of the same ideas and components you will be trying for in your cover letter.
Another good tactic is to start what is called a "swipe file" of good phrases, powerful words, quotes and active verbs you will find in almost every good sales presentation. It's also crucial that you have a good working knowledge of the kinds of words and vocabulary your prospect uses on a daily basis.
With agents, for instance, it is remarkably effective to use words and phrases that communicate your commitment to making a lot of money. By the way, these should not be "on the nose" comments - but implied results that whet an agent's appetite for income ... based on representing you.
Casting directors, on the other hand, are looking for "the next big thing" - "lightning in a bottle" etc. Producer's are looking for collaboration, commitment, profit, professionalism, etc. It is only human nature to respond to someone who "speaks your language." So be sure to do this homework too. FOR MORE INFORMATION GO HERE http://www.bobfraserworkshops.com
STARTING YOUR LETTER
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First visualize your prospect. Use your skills of empathy to see things from the agent, casting director, or producer's point of view. Imagine their needs, their ambitions, their environment - and approach your communication from that
"angle." If you're not sure how agents, casting directors and producers see things - go to the library and do your research. Agents, producers, directors and casting directors will all be featured in many books on acting. Pay attention to the way they express themselves ... what they consider important, and the sorts of tactics that have worked with them before. All of this is good information when you sit down to write your cover letter.Now, imagine you are sitting face to face with the person to whom you are writing. Keep your language conversational (but don't resort to slang) and friendly. Job One: Establish rapport. Put your proposition in clear, unmistakable language. "I'd like to meet with you someday" is nowhere near as
strong as "I'd like ten minutes of your time to convince you that I am the sort of client who brings home the bookings." Remember that all 'deals' are decided on emotionally - and backed up with logic. So, be sure that your cover letter conveys the "promise" of: more money, easier work situation, professionalism, commitment, and other ideas that will 'hit home' with your prospect.For now, I will concentrate on a cover letter for agents in the following examples (because, in fact, this is the main recipient you will be targeting with your cover letter - but the principles are the same for every sort of "business" letter you will send to producers, directors, casting folks and other people who are in a position to
consider you for a role.
"angle." If you're not sure how agents, casting directors and producers see things - go to the library and do your research. Agents, producers, directors and casting directors will all be featured in many books on acting. Pay attention to the way they express themselves ... what they consider important, and the sorts of tactics that have worked with them before. All of this is good information when you sit down to write your cover letter.Now, imagine you are sitting face to face with the person to whom you are writing. Keep your language conversational (but don't resort to slang) and friendly. Job One: Establish rapport. Put your proposition in clear, unmistakable language. "I'd like to meet with you someday" is nowhere near as
strong as "I'd like ten minutes of your time to convince you that I am the sort of client who brings home the bookings." Remember that all 'deals' are decided on emotionally - and backed up with logic. So, be sure that your cover letter conveys the "promise" of: more money, easier work situation, professionalism, commitment, and other ideas that will 'hit home' with your prospect.For now, I will concentrate on a cover letter for agents in the following examples (because, in fact, this is the main recipient you will be targeting with your cover letter - but the principles are the same for every sort of "business" letter you will send to producers, directors, casting folks and other people who are in a position to
consider you for a role.
THE OPENING GAMBIT
Always address your letter to a specific person. To repeat, that is the only sort of letter that has any chance of being read.Don't waste time on the obvious: It's pointless to spend time telling an agent that you are "seeking representation" as this is self-evident. The same with casting directors - they already know that you want an opportunity to read for them, so don't start
with "I would like to read for you."
with "I would like to read for you."
The main reason to avoid starting with information they already know is it's waste of precious space - and your letter will not 'grab' the prospect if you start by telling them something they already know. Instead, get them involved in your 'story' immediately. (Make a note to review that section of You Must Act! where we talked about "telling a story" - since the same advisories apply in all your written communications.)
For instance: "Dear Mr. Walker,When I started my professional career, one reviewer said I was the most unique actor he'd ever seen on stage. I'm sure that's because I have bright red hair and I'm almost 7 feet tall."Of course, I've exaggerated here so that you'd get the point. But you should be looking for something in your own unique qualities that "grabs" the reader in the first sentence. "I love acting" or "I've been acting since eighth grade" are not 'grabbers.
DEVELOP INTEREST
The next couple of lines should keep the reader interested and reading. It's important that you stand out from the crowd (as it always will be in your career - in all circumstances). Probably the most important 'feature' that any actor can 'sell' to an agent is the ability to make money. But to
repeat, this is not something you can approach directly. You must infer it.For instance:"Last year I was quite busy with both theatre and television work in my home town of Cleveland. My goal was to book enough work to purchase a new car - and I did it!"Again - just an example - but it's imperative to understand that however you decide to put it, you must engage the
agent in the idea that you are in it for the money (because every agent is) and that you have goals that are money related.
repeat, this is not something you can approach directly. You must infer it.For instance:"Last year I was quite busy with both theatre and television work in my home town of Cleveland. My goal was to book enough work to purchase a new car - and I did it!"Again - just an example - but it's imperative to understand that however you decide to put it, you must engage the
agent in the idea that you are in it for the money (because every agent is) and that you have goals that are money related.
HANDLING OBJECTIONS
One of the most important parts of a sales letter is getting past the objections your 'prospect' is usually going to have. In the case of agents, the main objection is the knowledge every agent has - that most actors are unprepared for the marketplace - or have unrealistic expectations. So:"Now that I'm based here in Los Angeles (NYC, London, etc) I am on track to exceed my first year goals both artistically and career-wise. So far I've booked 2 under-5 roles and a beer commercial without the benefit of representation ... so I feel yhat having a pro such as yourself working on my behalf will only increase my success
rate.
rate.
"USING SALESMANSHIP
This next part of your letter is where you begin 'closing' - by establishing authority, commitment, liking, etc. (See Dr. Robert Cialdini's book, 'Influence' for definitions.)For example:"In doing my research, I feel that your agency would be a good fit for me. It's clear from your reputation that your current clients are receiving the kind of consistent and professional representation that will enhance my own work ethic - and help me to continue to build a satisfying career."
Finally ...
THE CLOSE
This section of your cover letter is the most important. Here is where you want to compel your "prospect" to take an action. The action you want the agent to take is, of course, to give you an appointment.Worded properly, this last section can increase your "call-in" rate dramatically. So, take pains and great care in formulating your "call to action."Example:"I know that you're very busy with current clients, so I do appreciate any consideration you may give me. If
you don't mind, I'll follow up this letter with a phone call on (date) in the hope that you can give me 10 minutes of your time to discuss our possible association. I'm confident that meeting me in person will convince you I am the sort of committed professional actor who can bring home the bookings.
you don't mind, I'll follow up this letter with a phone call on (date) in the hope that you can give me 10 minutes of your time to discuss our possible association. I'm confident that meeting me in person will convince you I am the sort of committed professional actor who can bring home the bookings.
BY THE WAY ...
One of the most effective sales tactics in a letter is the 'P.S.' This short sentence or two can re-assert your main points, cause the 'prospect' to take an action that will enhance your chances and even compel the 'prospect' to want to meet with you.
For example: P.S. If you'd like to get a sense of my work, please visit my website - www.joeactor.com - where you can see my current reel and some recent headshots.
You can also email me from there - if you'd like to have me come in on a specific date.Please notice that the end result is a fairly short letter. When you are dealing with people in our business, it's very important to keep in mind that they are "time" oriented and if they open a long, two or three page, densely packed letter - it will almost certainly cause them to 'shut down.'
This is not the result you want, is it? Also, be aware that this is a business letter and it should look 'business-like.' Use quality paper, make sure the entire 'look' is neat and clean, don't use fancy fonts, check your spelling (especially your prospect's name), sign it with black or blue ink, and (MOST IMPORTANTLY) keep it to one page.
A little trick that you can use, to make your letter look like it's been made just for this 'prospect' is to use a 'typewriter' font such as Courier - and a display font to create your 'stationery.'
I hope these hints have been helpful to you - and if you wanta copy of the Cover Letter PDF to keep on your computer, just drop me a note and I'll send you the download link.
Have a great day and, as always ... Much Success,
Bob Fraser Productions
Bob Fraser Productions
3727 W. Magnolia Blvd. #180
