The right letter of application in Germany

Are you about to apply for an open position? A procedure is particularly good for the right application letter: The AIDA model.

The AIDA model or the AIDA formula is originally a principle that is effective in advertising. AIDA is an acronym for the English mountains Attention, Interest, Desire and Action.

Nowadays it is used in many areas, no longer only in weaving. The retailer also tries to convince the customer to buy his goods by means of this principle. This example explains well how the AIDA model works: In the first step, the retailer tries to attract the customer's attention. Once this has been achieved, the customer's interest must be aroused and a desire for these goods must be created. The retailer therefore tries to convince the customer that he really needs the goods on offer. Once the customer is convinced, the final step is taken - the purchase of the goods. As you can see, this principle is not only about persuasiveness and dexterity, but also about psychology in particular. After all, both parties are interested in reaching the desired agreement.

The working world, especially at personnel companies, also makes use of the AIDA model. Here, too, the aim is to satisfy both parties and to reach a joint agreement, namely an employment contract. We will show you how to use the AIDA formula to create your application optimally and leave a convincing impression.

Use the AIDA formula for the perfect cover letter

Imagine your application as a product to be processed: Your CV is the product to sell. Here are the hard facts about your career, both during your training or studies, as well as your professional stations. And let's not kid ourselves: If these hard facts are not of interest or are not enough for the HR manager, then any persuasiveness will only bring to the
rarely anything. Or to remain in merchant jargon: If the product doesn't fit, even a sales talk won't help.

However, if the HR manager is convinced, you must now try to use these hard facts in such a way that the HR manager is convinced to agree to these facts and come to a conclusion together with you. So the central question now is: how can you do that? The answer is simple: with your letter of application. This is where your reasoning takes place, this is where you try to convince the HR manager of you.

The design of an application and the letter of application is important, but the content is even more important. And in particular, we are talking about four places where you can grab the HR manager. This is where the AIDA model comes in.

The four pillars of the AIDA model

The AIDA model consists of four central steps. These four levels can be clearly seen in the example of a trade. In the first step, the dealer attracts the customer's attention, then arouses interest and fosters the customer's desire to make a successful purchase in the end. In principle, the application is based on exactly the same principle. However, it is also important that you do not forget one thing when following these four steps: Stay authentic. There is no point in just trying to use this procedure, but telling untruths. After all, if the seller lied to you, you wouldn't buy any goods either. Incorrect information in your application is basically a punch in the face, which can cost you your job in the worst case.

We will show you how to use these four steps in your application in order to also reach a successful conclusion.

Level 1: Attention

The aim of this level is to attract the reader's attention. Typically, you use the subject line of your cover letter. Note that the word "subject" is no longer written in the subject line these days. Be sure to state in the subject line what it is and also how you became aware of the relevant advertisement. For example, you could use the following as the subject line: "Application as a salesperson, your job posting in the newspaper of 01.01.2017".

Level 2: Interest

The goal of this level is to arouse the interest of the employer. Typically, you will use the introductory sentence and the first paragraph of your application. Try to stand out from other applicants in this introductory sentence. Avoid using standard phrases such as: "I hereby apply to you for the open position in sales". Try to arouse the curiosity of the reader of your application and arouse his interest, for example: "Your job advertisement in the newspaper of 01.01.2017 immediately appealed to me. "With my years of experience in sales, I think this job is the right step for me."
You can also find further ideas for the introductory sentence of your application on meinebewerbung.net.

Level 3: Desire

The aim of this level is to awaken the desire of the HR manager to get to know him personally. Typically, you will use the main part of your cover letter for this purpose. It is important not only to mention your professional qualifications and knowledge. You can also highlight your soft skills here. It is also important that you establish a connection to the company. Try to follow a red fade in the main part of your application letter. This means that the HR manager should get the feeling that you are following an exact plan of your development and that this application is another building block of your career.

Level 4: Action

The goal of this level is to get an invitation to an interview. Typically, you will use the final sentence of your cover letter. This is a dramatic highlight of your application.
Avoid writing common phrases in this step as well. Something like "That's why I'm applying to you" or "I'd be happy about a possible invitation to an interview" has a rather negative effect. Be confident! Use statements such as: "I would be happy to convince you in a personal conversation that you will gain an equally committed and experienced employee with me". Or: "I would be happy to convince you personally. I look forward to meeting you there."

If you are looking for further ideas for a suitable final sentence in your cover letter, you can also find them on meinebewerbung.net.