The trick is to write a good letter. It must appeal to the audience. You'll notice that the letters in this section are full of benefits for the reader. Some sell past accomplishments. Others appeal to the reader's ego with compliments. Still others trade on industry knowledge. The last in the series is a blitz: three different letters to the same company. Not a bad idea, since most job hunters get discouraged and quit after one try.

Three things usually don't work: force, arrogance, and humor. Force and arrogance put people off. Employers laugh at humor; they may even pass your funny letter around at staff meetings. Everyone may be howling, but that usually won't get you interviewed—unless the field is PR, advertising, or marketing. In those fields where creativity reigns, almost anything goes.

Try several different approaches. Don't get stuck doing one thing. Repetition can kill you. You'll be bored with your campaign, and so will your readers!