Writing

What if I told you your cover letter's first and last sentences determine whether you get interviews? Recently, I was reviewing cover letters with a client who couldn't figure out why she wasn't getting callbacks for marketing positions. After looking at her application materials, the problem became immediately clear. "Your cover letter is killing your chances." Her opening line was the classic "Please accept my resume for consideration of the Marketing Manager position within your organization" — and she never actually asked for an interview at the end. So, how do you write cover letters that actually get read? Use these powerful techniques instead: S — Use a sticky hook Forget "To Whom It May Concern" or "I'm writing to apply for..." Instead, try one of these attention-grabbing marketing-focused openers: "If your company is struggling to generate qualified leads despite increasing ad spend, I have the solution you've been looking for." "Innovation. Growth. ROI. If these marketing priorities align with your vision for the Digital Marketing position, we should talk." "Do you need a content strategist who can double your organic traffic and boost conversion rates by 35% within six months?" W — What's in it for the employer? Hiring managers are reading your letter thinking, "Can this person drive results?" Make it clear from the start that you understand their marketing challenges and can provide measurable solutions. I — Information This is where you provide brief, compelling evidence of your marketing qualifications and accomplishments. For example: "By implementing a targeted social media campaign for XYZ Corp, I increased engagement by 78% and drove $125K in new revenue within 90 days." F — Fast segue Transition smoothly to your request for an interview. For example: "With this proven marketing expertise in mind, I would welcome the opportunity to discuss how I can contribute to your customer acquisition strategy." T — To-Do Here's the #1 cover letter secret that DOUBLES your chances of getting interviews: actually ASK for the interview! "I'm excited about the Marketing Director position with ABC Inc. and would appreciate the opportunity to discuss how my experience driving successful campaigns can deliver similar results for your brand. Please call me at (number) to schedule an interview at your convenience." By simply asking for the interview, you've shown initiative and clarified what you want — something most candidates completely overlook. What cover letter techniques have worked for you? Have you tried asking directly for the interview?

I’ve been talking to a lot of candidates who tell me they’ve been applying to 100+ jobs on LinkedIn and Indeed but aren’t hearing back. The success rate from just applying online is low today. The competition is tough, with hundreds of applicants for each role. The last time I landed a role through LinkedIn applications was in 2017. Over the last 4 years, every opportunity I’ve had came through referrals, recruiters reaching out to me, or connecting directly with someone at the company. If you’re going to apply, look outside of LinkedIn too. I still use LinkedIn but as a tool to research hiring managers or recruiters, not just to send messages. I’ve never relied on InMails. I find other ways to connect instead. Even as a recruiter myself, I’ve received 100+ messages at times and couldn’t possibly respond to them all. That’s why thoughtful, genuine connections matter so much more than mass messaging. If you’re job hunting, here are some strategies that have worked for me and others in my network: -Referrals make all the difference. If you can connect with someone at the company, even just for an introduction, it can go a long way. - Slack communities are a great resource. Channels like Online Geniuses (marketing), RevGenius (sales), HackingHR (HR), The Designership (Design), Tech Ladies, and RemotelyWeWork often have job boards or strong networking opportunities. - Explore platforms specific to your industry. AngelList for startups, BuiltIn for tech and marketing roles, and Reddit/Twitter can help if you’re engaging with the right people. I actually recruited writers on Reddit in my last role. - Tailor your outreach (especially if you're sending Linkedin message). If you’re in a creative field, sharing a portfolio, or even a small project can really make you stand out. To my network: If you’ve had success finding roles recently, what’s worked for you? Feel free to share.

My agency has driven $200+ Million in email revenue for our clients. Here are the 15 Copywriting Rules that made it possible: 1. Big Idea Make your copy revolve around a Big Idea. This idea has to be: - Exciting - Interesting - Timeless, and - Relevant to the reader Remember: People don't buy products, they buy ideas (BIG ones). 2. Irresistible Offer What makes an irresistible offer? Simple. Perceived value >>> price. Your copy must show prospects they're getting A TON of value for a relatively small amount of money. That way it will be easier for them to say "Yes" than to say "No". 3. Rule of One Don't focus on too many things at the same time. Sell ONE thing. Present ONE idea. Explore ONE topic. Solve ONE problem. Share ONE solution. This is how you write effective copy. 4. Headline + Lead = the most important part These two determine who will read your copy (and who won't). Make your headline interesting, intriguing and specific. Make your lead engaging, compelling and entertaining. In short, make the first part impossible to ignore. 5. Subject Lines must grab attention The sole purpose of the subject line is to make people open your email. You accomplish that by grabbing their attention. How? >> Spark curiosity >> Include benefits Example: "The worst 5 marketing mistakes and how to avoid them." 6. Write like you speak This one is pretty self-explanatory. Here's a great exercise to accomplish this: 1. Read your copy out loud 2. If it doesn't feel like you're the one talking, rewrite it Works like a charm. 7. Write, then trim When writing your first draft, write everything that comes into your head. Then edit multiple times to remove redundancies, adverbs, etc. Your copy will be way shorter but way more effective. 8. Talk to a person, not a crowd Your target should feel like your copy is written specifically for them. Here's how to accomplish that: - Use YOU language - Avoid generalization - Show some personality Selling to one -> Many sales Selling to many -> One sale 9. Show what's in it for them The only thing going through your target's head when reading your copy is: What's in it for me? Answer that question and the sale is yours. 10. USP Whatever product you're selling online, Chances are there are 1000's of similar products in the market. If you want yours to succeed, you need to stand out. How? By showing your targets your Unique Selling Point. I.e. What you have that your competitors don't. 11. Big Problem Your copy has to be centered around a Big Problem. The bigger the problem, The more it aches them, The more they want to get rid of it, The more they'll pay for a solution, The more money you will make. Internalize this: Big Problems = Big Money. PS. Read further in the comments

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

Your title doesn’t make you a leader. How you communicate with your team does. Here are 12 tips top leaders use email to create clarity, show respect, and drive results: 1. Acknowledge Delays with Gratitude, Not Apology ❌ "Sorry for the late reply..." ✅ "Thank you for your patience." 2. Respond Thoughtfully, Not Reactively ❌ "This is wrong." ✅ "I see your point. Have you considered trying [alternative]?" 3. Use Subject Lines That Get to the Point ❌ "Update" ✅ "Project X: Status Update & Next Steps" 4. Set the Tone with Your First Line ❌ "Hey, quick question..." ✅ "Hi [Name], I appreciate your time. I wanted to ask about…" 5. Show Appreciation, Not Just Acknowledgment ❌ "Noted." ✅ "Thanks for sharing this—I appreciate your insights." 6. Frame Feedback Positively ❌ "This isn't good enough." ✅ "This is a great start. Let’s refine [specific area] further." 7. Lead with Confidence ❌ "Maybe you could take a look…" ✅ "We need [specific task] completed by [specific date]." 8. Clarify Priorities Instead of Overloading ❌ "We need to do this ASAP." ✅ "Let’s prioritize [specific task] first to meet our deadline." 9. Make Requests Easy to Process ❌ "Can you take a look at this?" ✅ "Can you review this and share your feedback by [date]?" 10. Be Clear About Next Steps ❌ "Let’s figure it out later." ✅ "Next steps: I’ll handle X, and you can confirm Y by [deadline]." 11. Follow Up with Purpose, Not Pressure ❌ "Just checking in again." ✅ "I wanted to follow up on this. Do you need any additional details from me?" 12. Avoid Passive-Aggressive Language ❌ "As I mentioned before…" ✅ "Just bringing this back to your attention in case it got missed." Key Point: Effective email communication isn’t about being perfect. It’s about being intentional, clear, and respectful. Choose your words carefully. Your emails can either open doors or close them. ♻️ Repost to inspire your network! And follow Victoria Repa for more.

Excellent tips here illustrating how a subtle change in tone can have a massive influence upon how your message is received. 1) Acknowledge Delays with Gratitude "Sorry for the late reply…" "Thank you for your patience." 2) Respond Thoughtfully, Not Reactively "This is wrong." "I see your point. Have you considered [trying alternative]?" "Thank you for sharing this—I appreciate your insights." 3) Use Subject Lines That Get to the Point "Update" "Project X: Status Update & Next Steps" 4) Set the Tone with Your First Line "Hey, quick question…" "Hi [Name], I appreciate you. I wanted to ask about…" 5) Show Appreciation, Not Acknowledgment "Noted." "Thank you for sharing this—I appreciate your insights." 6) Frame Feedback Positively "This isn’t good enough." "This is a great start. Let’s refine [specific area] further." 7) Lead with Confidence "Maybe you could take a look…" "We need [specific task] completed by [specific date]." 8) Clarify Priorities Instead of Overloading "We need to do this ASAP!" "Let’s prioritize [specific task] first to meet our deadline." 9) Make Requests Easy to Process "Can you take a look at this?" "Can you review this and share your feedback by [date]?" 10) Be Clear About Next Steps "Let’s figure it out later." "Next steps: I’ll handle X, and you confirm Y by [deadline]." 11) Follow Up with Purpose, Not Pressure "Just checking in again!" "I wanted to follow up on this. Do you need any additional details from me?" 12) Avoid Passive-Aggressive Language "As I mentioned before…" "Just bringing this back in case it got missed."

On long car trips, my kids and I play this game that we made up called "Ad Agency." We take turns throwing out a company name (like Liquid IV or Chick-fil-A) and then have to quickly brainstorm and perform a commercial for the brand. Let’s be real—Ad Age isn’t exactly knocking on our door, and I’m pretty sure WPP and Omnicom aren’t losing sleep over my 7- and 10-year-olds swooping in to steal their clients. But I’ll tell you this-- my kids have an almost unbelievably good grasp of copywriting best practices. They intuitively understand the #1 rule... Pain sells. Problem/Pain-Agitate-Solution (PAS) is one of the best ways to connect with your target audience. If you start with the solution, you might not motivate your audience to take action. ---- You can use the PAS formula to write better cover letters. Most people start their cover letter with something generic like: Dear Hiring Manager, I am excited to apply for the [Position] role at [Company]. With [Number of years] years of experience in [Industry/Field], I believe I have the skills and expertise needed to excel in this role. Throughout my career, I have demonstrated my ability to [Key Skill or Achievement]. In my most recent position at [Current or Previous Company.... YAWN. You know what would make this cover letter more exciting to read? If it actually focused on the reader! What if your cover letter started with a HOOK? The pain point. Something like: D𝘦𝘢𝘳 [𝘕𝘈𝘔𝘌], Problem/Pain: Managing a team of 1,000 global enterprise sales professionals comes with one consistent challenge: maintaining strong, personal connections with every individual. In large organizations, it’s all too easy for employees to feel like just another number. Agitate: When relationships are weak, performance suffers. A lack of engagement can lead to missed targets, low morale, and turnover—& in sales, those cracks can quickly impact the bottom line. Solution: But what if the leader had a proven strategy to keep employees motivated, connected, and high-performing, no matter the team size? That’s where I come in. As a seasoned global enterprise sales leader,..... The above intro is the hook for a pretend global enterprise sales leader with a team of 1,000. One of the "challenges" when you lead a large team is that it's hard to manage employee relationships. She started her cover letter off by talking about this PAIN. The rest of the cover letter can talk about HOW you solve the pain & achievements/success related to your solutions. The Pain-Agitate-Solution (PAS) formula can make your cover letter more compelling by grabbing attention. First, highlight the employer's pain point, intensify it to create urgency, then offer yourself as the solution. This method shows you understand their challenges and have the skills to solve them. Have you considered using PAS to write a better cover letter? #coverletter

10 Copywriting Rules (From a Dad of Twin Teenagers Who Knows a Thing or Two About Persuasion) Growing up with twin teenage daughters has been the ultimate crash course in persuasive communication. If I can get two teenagers to agree on dinner plans without an eye roll, selling anything to anyone becomes a breeze. Crafting a compelling copy? Surprisingly similar. It’s all about: • The right tone • Catchy phrasing • Knowing exactly what they want (even when they don’t). Here’s how these lessons translate to copywriting: 1/ Strong CTA = More Conversions Convincing teens to choose one restaurant? Like a CTA, it needs a “what’s in it for me” factor. “Click Here” works if paired with why they should care. Example: “Click Here for Mouthwatering Dinner Ideas.” 2/ Highlight What Matters In family debates, shouting the best option works (sometimes). In copy, highlight with: ✔️ Bold text ✔️ Visual cues ✔️ Testimonials Give readers reasons to trust—and choose—your offer. 3/ Symbols Speak Louder Than Words Teenagers scan for emojis. Readers? Scanning for key symbols. Use: ✔️ $ for discounts ✔️ ❌ to show what they’re missing without you. 4/ Numbers > Words “Be home at 1” is clearer than “Be home at one.” Numbers grab attention. Use them in headlines, discounts, or stats. 5/ Follow the “Goldilocks” Rule Too many options = indecision (or teenage rebellion). Limit choices to make decisions easier—group into 3-4 options. 6/ Meaningful Hooks “Dinner options” sounds boring. “Let’s try sushi tonight!” sparks curiosity. Same with copy: Your “Plans & Pricing” page? Rename it. Try “Find Your Perfect Plan.” 7/ Picture It Like a Conversation Persuading teens means sitting down and talking face-to-face. Write your copy like you’re chatting across the table with your audience. 8/ Explore Layers of Benefits Teens need more than “it’s good for you.” They want specifics: “You’ll feel great and your friends will love it.” Your copy needs the same. Features are nice, but benefits sell. 9/ Showcase Your Best Dinner debate strategy? Start with the best suggestion first. Your copy should, too: Feature best-sellers or top reviews upfront—don’t bury them. 10/ First & Last Impressions Matter In family arguments, what you say first and last is what gets remembered. Structure your bullets the same way: • Strongest point first • Close with a powerful takeaway Master these rules, and whether you're selling products or settling family debates, you'll win every time.

We recently interviewed a candidate who truly stood out following their final interview. After meeting with a panel of four interviewers, they took the time to send personalized thank you notes to each panel member. In every note, the candidate referenced a specific question or insight shared during the interview - it was a 5 star demonstration of attention to detail. Thank you note or not, she would have received an offer, so the level of thoughtfulness was the cherry on top for an incredibly qualified candidate. It wasn’t just about ticking boxes—it showed engagement, professionalism, and the kind of soft skills we look for in a great hire. When it comes to thank you notes, here's a rundown of best practices: Do: - Send your thank-you note within 24 hours. - If you had a panel interview, personalize each message—mention something unique from each conversation. - If you have the hiring manager’s (HM) email, feel free to send the note directly. If you don't, email the recruiter to ask AND include your note to forward in the case they can't provide it. - Use the thank you note as an opportunity to reinforce an area in which you felt wasn't your strongest, or to answer a question you may have not been able to nail in the moment. Don't: - Send a copy-paste thank you note [the two line, generic message that's sent about 90 seconds after an interview doesn't hold a whole lot of weight]. Recruiters and hiring managers, what qualities make a thank you note stand out to you? #recruitmentrevealed

One of the most important things we can do as CME writers (especially now!) is to write with our learners, not just for them. We have a responsibility to continually ask: Who is this for, and how will they actually use it? Because without that lens, even the most evidence-based content can completely miss the mark. Here are five ways I return to an audience-first mindset, especially at those times when I feel a bit too removed from the real people behind the data. -- 1. Go beyond the job title. What do they do in a typical day? What time pressures are they facing? How do they chart? What’s the reality of their clinical context? -- 2. Remember that learning doesn’t happen in a vacuum. Our learners are dealing with system pressures, electronic medical records (EMRs), team dynamics, and, yes, burnout. Great CME acknowledges that context, even in small ways. -- 3. Talk to your learners. A handful of focused interviews or email conversations can completely reframe how you think about the activity you’re developing. Ask what they’re struggling with. What helps and what doesn’t. You’ll walk away with insights that no amount of literature can offer. -- 4. Listen in unexpected places. Check Twitter (or yes, Threads). Browse specialty Reddit subs. Follow your audience on LinkedIn. Social listening provides us with access to language, tone, and certain perspectives that are rarely seen in published papers. -- 5. Be willing to shift your assumptions. Our learners may not want a slide deck. They might prefer a podcast they can listen to on the drive home. Or a series of clinical vignettes. Holding our preferred formats loosely allows us to meet people exactly where they are. -- Want to take your audience analysis one step further? Write with Self-Determination Theory in mind – the idea that your audience of adult learners will be most motivated when three needs are met: Autonomy – the ability to choose and self-direct Competence – the belief that they can succeed Relatedness – a sense of connection to others When we write CME grounded in empathy, real-world context, and a diversity of formats, we’re helping to create more valuable experiences that support each of those needs. And that’s when the learning sticks. If you’d like my audience analysis cheat sheet (the one I use at the start of every project), just drop “Audience” in the comments and I’ll send it your way!