What you should pay attention to in your application in terms of salutation and opening sentence, and how to pique interest with a gripping introduction ... We provide you with tips and also various examples of opening sentences.

1 | The Salutation in the Cover Letter

Know your recipient.

Resorting to the impersonal phrase "Dear Sir or Madam" should only be done when absolutely necessary. Otherwise: Address the person by their name. In the simplest case, you can find the contact information in the job advertisement. If you don't find it there, you should research, initially on the internet (on the company's website or possibly on social platforms), maybe through a phone inquiry.

The salutation is done using the terms "Ms." or "Mr." and the person's last name. You end the salutation with a comma. So initially three variants can be applied:

• Dear Sir or Madam, [...] (only use if absolutely necessary)
• Dear Ms. Sample, [...]
• Dear Mr. Sample, [...]

Caution! When you create multiple applications from a template, there is a risk that you forget to change "Dear" to "Dear" or "Ms." to "Mr." (and vice versa). So, double-check this!

Academic Titles

Titles also belong to the salutation. You write out "Professor" here, and you abbreviate "Doctor" with "Dr." If individuals have multiple titles, usually only the highest one is mentioned in the salutation.

• Dear Professor Sample, [...]
• Dear Professor Sample, [...]
• Dear Dr. Sample, [...]
• Dear Dr. Sample, [...]

Multiple Contacts

With multiple contact persons, the sorting can become difficult. You mention higher-ranking individuals first. For positions of equal rank, it is recommended to mention the woman first. Furthermore, alphabetical sorting can be sensible. You can structure the salutation either in a single line or multiple lines.

• Dear Dr. Adalbert, dear Dr. Zahn, [...]
• Dear Professor Sample,
  Dear Dr. Adalbert,
  Dear Dr. Zahn, [...]

2 | AIDA – Helpful for the Structure of Your Cover Letter

The AIDA Concept in Your Application

Imagine the job interview is a product and the HR personnel are your customers. To convince them of the product (that they should invite you to an interview), you use the tactic of the application, making it akin to a sales pitch.

If you base your thinking on this, you find yourself amidst the advertising industry, facing the same challenge as yours on a daily basis: How do I convince customers to buy a product? – Applied to your situation: How do I convince HR personnel to invite me for an interview?

If we stay a bit longer in the advertising industry to answer this question, we quickly encounter the so-called AIDA concept. This principle, developed by advertising strategist Elmo Lewis in 1898 and still in use today, describes four phases that are intended to ultimately lead to a positive purchasing decision of customers during a sales process - applied to your application:

• A-Attention (Attention): You grab the attention of the HR personnel.
• I-Interest (Interest): You spark interest in your person and abilities.
• D-Desire (Desire): You create the desire to invite you to an interview.
• A-Action (Action): You are actually invited to an interview.

Attention, Interest, Desire and Action

When your application is on the desk or in the email inbox of the HR manager, it is at least noticed. But what good is this awareness when there are dozens of other applications on said desk? When in the daily email flood, only a few moments are enough to stay in the recipient's memory? – It takes a moment of impetus for your application to be touched or revisited (perhaps even as the first one).

You gain this attention through appealing aesthetics and by a positively eye-catching design – feel free to be the eye-catching splash of color among the gray mice. Additionally, you increase attention through your wording. Sometimes all it takes is a clear and concise subject line with a reference line, but in any case, the opening sentence should immediately captivate the reader. This can be achieved, for example, with a surprising, creative introduction.

If you have encouraged the HR managers to read with the first line of your cover letter, then it's a matter of staying alert. The main part arouses interest in you and your skills and gradually creates the desire to invite you for an interview. Show what you can do and, above all, what the company gains from hiring you. This will guarantee your application as an elderly care nurse or as a salesman!

With the closing statement, you give one final push that prompts the HR managers to take action. To put it bluntly, you implicitly or explicitly encourage them to pick up the phone and invite you to get to know you better.

3 | The Opening Statement in the Cover Letter

Avoid clichés!

Get down to business. The first sentence or paragraph of your cover letter often poses a significant challenge and is frequently discarded multiple times. Before your fingers start typing the first letter on the keyboard: Answer the following questions for yourself. These answers should make the beginning easier for you. Write them down!

• Why are you applying for the position?
• Why are you applying to the company?
• How does your profile fit the position?
• What does the company gain from hiring you?

Always keep in mind: With the opening statement, you want to generate maximum interest in you and your application. This is best achieved with two or three short main sentences, each conveying a clear message. Be confident, be bold, be surprising, and if you wish, be a little audacious.

In the opening statement, avoid clichés such as "I am hereby applying", "I read your job posting with pleasure" or "I am very interested". Why? – Firstly, these phrases are stale. Secondly, and more importantly: All of this is already evident without you having to mention it. You have submitted an application – so yes, you are applying, and of course, you are interested in the position.

In the opening statement, you can address your profile, convey your motivation, and establish a connection with the company. Ideally, it is a combination of these: This is what you bring – this is what the company gets – and this is why you are applying. Also, consider which aspect could be most important to the employer or where you can shine the most, and start with that.

What should you keep in mind?

• Formulate individually, avoid clichés
• Three concise main sentences, each with a core message
• Active language with strong verbs and positive adjectives
• Omit unnecessary information already mentioned in the subject line
• Stir attention, positive emotions, curiosity, interest
• Be confident, convey determination
• Place the most important aspect first, if possible

What could you start with?

• Points of contact (Meeting at trade fair, phone call)
• Your profile, your professional experience
• Your motivation
• Reference to the company

4| Examples of opening sentences in cover letters

Get the attention! Here are some cover letter opening sentences based on different themes as suggestions for you:

Points of contact

• Your employee, Mr. Mustermann, informed me about the position advertised with you.
• Through Ms. Musterfrau from your marketing department, I learned that you are looking for support in social media management.
• Thank you for the friendly phone call that convinced me to send you my application documents.
• At the Sample Fair, I had an informative and detailed discussion with Ms. Musterfrau from your Marketing Department. In the exchange, we found that my profile aligns wonderfully with the position you have advertised.
• When Mr. Mustermann, your employee in the Marketing Department, informed me about the advertised position, I was immediately enthusiastic. "That fits," I thought. Why? You will read about it in the following:
• We spoke on the phone, and you finally convinced me: your team will surely benefit from my experience.
• My personal highlight of the Sample Fair was that we met. Thank you for the detailed
• conversation that almost invited me and prompted me to get involved with you.

Profile/Professional Experience (formal)

• Relying on ten years of experience as a successful event manager with leadership responsibility.
• After successfully completing my further training as a certified specialist in insurance and finance, I want to make a professional change and apply my knowledge practically in your company.
• Your job offer is the puzzle – and here presents the missing puzzle piece to you: ten years of experience with leadership responsibility.
• At your company, initiative and willingness to support your team are required. If you also welcome a good dose of self-interest and thirst for knowledge, then look forward to our meeting.
• You are looking for a reliable and punctual organizational talent with leadership experience and a background in the hospitality industry? Congratulations, you have now found it.

Reference to the Company

• Your company will soon be expanding into the area of screen printing. Where new machines are installed, experienced operators are certainly needed. To ensure that your investment pays off from the start, my wealth of experience and dedication are at your disposal.
• The focus is on people, that is your company's philosophy. It is exactly with this understanding that I want to engage in my professional life.
• Your company's philosophy and my understanding of social work – they align. Shall we also meet on a trial workday?

Creative/Surprising/Storytelling

• Under the loading ramp is my second home. I look forward to "moving in" with you professionally.
• Do you want to redesign your website? A first concept has already taken root in my mind. So, welcome long-standing professional experience and creative ideas from day one in your company.
• From 500 to 50,000 followers in just one year, accompanied by a significant increase in revenue… These numbers demonstrate the success of my current work. Are you also interested in such an increase in revenue?
• At your counter, the question "Ready yet?" should always be answered with a "Yes"? For this purpose, I offer you my equally skilled and nimble hands.

Greetings lend personality, AIDA captures attention, awakens interest, stimulates desire, and encourages action. A convincing start avoids clichés and relies on credibility. Start now with your individual cover letter.