I.  If  possible, customize the message for the organization and the position

A.  Research the Organization and Position

1.  Catalogues, Guidebooks, Etc.
2.  Annual Reports
3.  Press Releases and other PR
4.  Media
5.  Web
6.  Informational Interviews!!!
7.  Informal Discussions

B.  When possible, take a "What I can do for you" approach

1.  Keep in mind as you make style, format, structure, content, decisions résumé
2.  Highlight your possible contributions in application letters,  thank you letters, and personal statements

II.  Write with your readers in mind

A.  Assume your readers have no more than 45 seconds to read your message.

B.  Don't assume that your readers are experts in your field.

C.  Don't assume your readers are not experts in your field.

D.  Don't give your readers an easy reason to disqualify you.

1.  Don't Self-destruct

a.  Grammar, Style, Spelling, typos
b.  Arrogance
c.  Sloppiness
d.  Obvious lies
e.  Unchecked facts
f.  Sexism or other ism
g.  False humility
h.  Incomplete thought

2.  Don't be defensive

a. Ignore a potential problem rather than bring attention to it
b.  Better yet:  find way to turn a liability to an asset

3.  Follow the conventions unless you have strategic reasons not to

E.  Ask yourself what qualities and abilities you want in a person you were hiring for the position?