How to use Your Cover Letter to Tell the Right Story


The fact that employers in the sports industry expect you to have a versatile and diverse skill set comes as no surprise – but how do you show them you have what it takes? We have an idea you need to incorporate into your next cover letter:

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Video Transcript for “How to Use Your Cover Letter to Tell the Right Story”

Brian Clapp, Director of Content: In today’s job market employers are looking for candidates that are versatile. They want people that have a wide array of skills and can accomplish many goals and tasks, rather than a person with a singular skill or a few that they have gone really deep on.

cover letter trick tell a story

Crafting the right story in your cover letter may seem like a mundane task, but telling your skill story can make the difference

Lets use sports marketing as an example:

If you are applying for an opening and you are a really good writer, you’ve enhanced this skill, you’ve worked on it tirelessly and are a very strong copywriter. The other person applying for this job is a good copywriter, maybe not as strong as you, but they are good enough. They also have a digital portfolio, mastered Photoshop, run advertising campaigns, they’ve successfully managed people. they understand a CMS system – now all of a sudden, that person can fill many roles at a company and is considered a more valuable hire.

So now the question becomes how do you show the hiring manager that you are versatile and have numerous skills?

There are two things, obviously you need to include all of your skills on your resume, it’s your list of all the things you can do and have done. But what I really want you to do is to turn your cover letter into a story about a time you ran a project and had to multitask executing on many various skills towards a singular goal. Show off how you used your skills!

Focus on making your cover letter into an accomplishment story, something you have done that shows you can multitask and be versatile. That will help you stand out to employers.

About Brian Clapp

Brian Clapp has worked in the sports media for over 14 years as a writer, editor, producer & news director. After beginning his career in Atlanta at CNN/Sports Illustrated, he switched coasts to Seattle to work at Fox Sports Northwest. In 2010, Brian began pursuing a new found passion on the digital media side, launching a successful website and then taking on the role of Director of Content for &

Recently, Brian has become addicted to Google+ and LinkedIn so add him to your circles and make him a contact. No seriously, do it.

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  1. Thanks for sharing. Since much of my work is done using a ‘pen name’ I find that the cover letter is an integral piece of the process. I continue to learn from others on how to best incorporate education, experiences and life detours to tell the story, and effectively communicate what I’m looking for as respects to employment within the Sports & Entertainment Industry.


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