Show employers your worth with a value proposition letter

How can you outshine the competition in a crowded job marketplace? Bring something to the table that the others can’t. Enter the value proposition letter. The personal value proposition document is a well-crafted note that defines what makes you unique, highlights your skills and demonstrates how you can add value to the organization.
If you are confused between a cover letter and a value proposition letter, think of it this way: the former talks about what you achieved in the past, while the latter highlights your skills as the ideal solution to a company’s problem.
When you take a value proposition letter along with your resumé or send it to the hiring manager prior to your interview, it quickly sets you apart from the crowd, even before the interview begins.

Here is a step-by-step guide to construct a strong value proposition letter.

Attract immediate attention
Begin with a question or power statement that helps you create engagement and connect effectively. For instance, “Can I help your team …, “Do you need …”, “Would you like to increase …”, or “Are you looking for a way to boost …?”

Quantify your expertise
Help employers visualize the tangible results they will get by hiring you. A great way to demonstrate how you can add value to a company is to include a numerical value that offers concrete evidence of your skills and accomplishments.

Focus on the now
While a resume focuses on what you did in the past, a value proposition letter tells the reader what you can do right now, and hence is always written in the present tense.

Customize your proposition
Be sure to individualize your value proposition letter to fit the particular job position. Ensure that the letter addresses what the particular organization needs, and how you can fulfill that need.

Be a problem solver
Tell them how you can address their challenges and help by introducing yourself as a valuable asset. “As an accomplished Project Manager, I can transform under-performing teams to high productivity sales leaders.”

Prove it
First, list down all your key skills, experiences and accomplishments that make you a unique candidate. From this list, select a few key skills that best relate to your target position. Now share three bullet points that back up your claim. List how you can enhance productivity, streamline processes, reduce costs and so on.

Stay concise
You are writing for attention, so use short sentences, bold a key word or two to draw attention, be conversational and build credibility. As much as possible, use bullet points to highlight three or four key reasons why you are an ideal fit. And include a link to your online profile, be it a blog, LinkedIn profile or any other URL to access more information about you.

End with a call to action
Nothing appeals like a closing statement that says: “How can I help you? or “To Find out more on how I can help you accomplish …, contact me at …” Close strongly with a call to action or offer to help.
So, in summary, your value proposition should:
target a challenge that the company is facing.
provide credible proof that you can help tackle the challenge.
use specific numerical facts for instant credibility.
communicate in a brief, concise manner.
lead them to a URL that further highlights your unique strengths.

Murali Murthy is an acclaimed public speaker, mentor and best-selling author of the ACE Books — The ACE Principle, The ACE Awakening and The ACE Abundance. He is also chairperson of CAMP Networking Canada. Learn more at aceworldfoundation.com.