Query letters

I had a conversation with someone today who, like so many, is out of work and looking for a job. He told me that he thought his resume was really good and that he had a lot to offer to potential employers, yet couldn't understand why he wasn't getting any interviews, or even responses like "Thanks, but you can take a hike". He had been receiving unemployment compensation and apparently the state thought he needed a kick in the butt, so they offered him the option to polish up his resume by taking some classes or stop receiving his checks. Nice choice, but I guess they need to do something to try and weed out the freeloaders. Anyway, the resume he thought was so wonderful, really wasn't, and the classes and his mentor helped him to clean it up to make him more saleable. But what he said has really done the trick is that he now includes a cover letter tailored to each job. It's made all the difference in the world, and he's now getting phone calls with a few "Thanks,but...." as well as some interviews. The conversation reminded me of the importance of a good query letter and how it needs to be informative, yet concise. When I worked in the advertising department of a newspaper, we were told that a reader generally scans ads on a page for a brief five seconds, so the ad better offer something to grab attention before the page is turned. In my humble opinion, the query letter is very much the same. It has to have that LOOK AT ME!!!!! quality in order to capture enough attention to invite further reading. Not an easy task but definitely worth the effort.