Product manager is a position title that attracts high-quality candidates in job competitions. A compelling product manager cover letter is one of the best ways to get an edge over other applicants with similar qualifications. Your personality, passion, sincerity and motivation may be the key determining factors why you are hired over any other given person.
Resume.io is here to help you maximize your chances of landing the perfect new job. Our arsenal of tools includes more than 180like this product manager occupation-specific cover letter examples, paired with writing guides.
This product manager cover letter example, illustrating step-by-step writing advice, will:
- Show you why and how a cover letter can be your secret weapon during the project manager job search
- Outline the best format for any cover letter
- Explore the most applicable writing tips and tricks to make your cover letter shine in each section: header, greeting, introduction, body and closing
- Discuss cover letter strategies reflecting your expertise as a product manager
- Help you make an eye-pleasing first impression with the right layout, design and formatting choices
- Review common cover letter writing mistakes.
Why product managers need a cover letter
From inception to outcome, product managers are largely responsible for getting an item into the hands of consumers. This relatively new field is exciting because of the opportunities to balance multiple demands, solve problems and implement your vision for a new product.
But the role can also be rather nebulous. With engineers, designers, executives and other stakeholders all carrying some of the weight of the project, where exactly does the product manager fit in? And how can a product development candidate prove that he or she is the one to lead the project to success? TheProductManager.com agrees that the job description can be vague, but lists eight key day-to-day responsibilities.
Part of thriving in the product management role is creating your own mission and laying out your potential contributions to the start-up or business. And one of the best places to do that is within the perfect cover letter.
Purpose of a cover letter
The first step in writing a great cover letter is to understand what the document actually is. Sometimes referred to as an application letter, a cover letter is a statement of your interest in the position. You should keep it short, limiting your document to one page (roughly 200 to 400 words). The focus is on your most relevant experiences, strongest skills and potential contributions.
A great cover letter helps you make a personal connection with the employer to show them why you’re the ideal candidate for the role. In the past, a cover letter was often a bland document that was overly formal and said generally the same thing regardless of the role. Nowadays, your cover letter should complement the tone and professionalism of the company to which you’re applying. It should also convey a sense of your personality. Think of it as your first introduction before you ever set foot in the office.
What if the product manager job application doesn't require a cover letter?
Online applications are a blessing and a curse. While they streamline the application process greatly, they can often leave an applicant with no one to turn to if questions or problems arise. This is often the case with when job descriptions label the cover letter as “optional” or don’t even mention it. It can be hard to tell if you should include a cover letter at all.
Don’t let this one ambiguity discourage you. The truth is, a great cover letter is like a secret weapon that can significantly increase your chances of the job even if the competition is fierce. That’s why, unless asked not to write a cover letter, we recommend creating and submitting a customized one with every application.
General advice on cover letters
Since product management looks different in almost every company, you need to be crystal clear about what your plans and intentions are. While you don’t want to come across as pretentious or demanding, a healthy dose of confidence and clear leadership abilities are essential for this role.
Your resume is great for expressing what you’ve done in the past, but unfortunately it’s not the best tool for discussing your future ideas. That’s where a well-thought-out cover letter comes into play. A cover letter can effectively maximize your chances of success, even if you don’t have the years of experience other candidates do.
In product management, you need to understand the vision of the CEO, the stakeholders and, of course, the consumers. Your cover letter is one of the most important documents you can submit because it is a chance to make the best case for yourself.
Here are some sample questions you can ask to define your purpose while writing your cover letter for a product management role:
- What skills have you demonstrated in previous positions that make you the ideal candidate for this role?
- What have you achieved in terms of sales and production?
- What unique strategies or technologies can you implement to make a business boom?
- What about your personality or workflow make you the right fit for this company?
The importance of customizing your cover letter
Just as the best products are tailored to their ideal customer base, your cover letter needs to reflect the most relevant experiences and skills you have for each specific company that you apply to.
The product management role is hardly one-size-fits-all. That means the tailoring process will be more lengthy and more important than for other job titles. Make sure to reflect on why you think you’re the right fit for this particular product or company. A brainstorming or note-taking session might be worth your while before you start to write. For the product manager role, the effort you put into customizing your cover letter with bright ideas and the right skills is often the deciding factor when it comes time to decide which candidates get a job interview.
Best format for a product manager cover letter
Like a product in development, a good cover letter goes through different stages of creation and revision which build on top of each other to reach the final form. Luckily, it’s easier than it sounds. This writing guide will break down the cover letter writing process into bite-sized steps so you can be sure you’ve included all the necessary information. Here is an outline of the key components:
- The cover letter header
- The greeting / salutation
- The cover letter intro
- The middle paragraphs (body of the letter)
- The ending paragraph of your cover letter (conclusion and call-to-action)
These sections apply to almost any cover letter for any industry so you can follow these guidelines for years to come. For even more in-depth advice on writing each of these sections, check out our comprehensive cover letter writing guide complete with free sample sentences.
The product manager cover letter sample below is a good foundation to begin developing your own professional application:
October 28, 2022
Dear Mr. Sinton,
As a prominent product manager in the HR tech industry for the past six years, I’ve been at the forefront of some of the most exciting developments. From award-winning employee engagement software to integrated training modules and engaging apps, in my previous role at Nurdle HR I helped shape and design innovative solutions that enabled millions of employees to have an easier time at work.
I worked in HR for several years before moving onto the supplier side, so my understanding of customer needs are second to none. I am able to work closely with development teams and guide them in designing functionality that will be adopted by the masses rather than taken up by the few. My last project for Nurdle was an SAAS employee engagement platform with an uptake of 750+ companies and over a million employees in the first year. We covered our development costs within the first three months.
I have worked on 10+ product launches, responsible for the full product development cycle — strategic planning, requirements analysis, quality assurance and product creation and testing. I have taken a number of programming and technology qualifications to allow me to better communicate with my colleagues, with annual revenue of our products exceeding $15 million and over 4,500 happy end clients.
In terms of my project management skills, I am Agile and Scrum-qualified and always seek to run an efficient and inquisitive operation where people can ask difficult questions and get a considered answer. Issues occur when problems are swept under the carpet. On my last performance appraisal, 100% of my colleagues gave me a 10/10 rating for organization and communication.
I would welcome an interview to see how I might help to develop your product pipeline.
Sincerely,
Jeffrey Powers
Cover letter header
At the very top of your cover letter sits the header. This section occupies prime real estate since it’s the likely the first section a hiring manager will see. Therefore, it’s important that your header convey the necessary personal data to identify your document. This includes your full name, phone number, email and any relevant social media accounts. Try to avoid filling the header with any extra details since this section takes away from your writing space in the body section.
The secondary purpose of your header is to create an attractive visual format that catches a hiring manager’s attention and gives a sense of professionalism.
Align document styles!
A great header is not only a must for your cover letter, it’s also important on a resume as well. And if you’re going to be creating two headers, why not match them for maximum impact? In fact, aligning document styles in this way is one of the best things you can do to show an employer how polished you are.
If you’re short on time or graphic design prowess, you might consider using a matching resume and cover letter templates. These expertly-made designs allow you to add your information and rest assured that your formatting, spacing, fonts and color schemes are as clean as possible. For product managers, we recommend the free template styles within our modern and creative categories to make a statement, while still aligning with the company’s tone and branding.
The goal of the cover letter header: Label your cover letter with the necessary identifying information, create attractive formatting that stands out in a crowded applicant pool.
Cover letter greeting
In the past, the cover letter greeting was always a standard, formal affair. Nowadays, you’ve got options. The traditional “Dear” followed by "Mr. or Ms." and the hiring manager’s last name still works best for many rigidly professional companies. However, if the employer is known for its casual approach, a familiar greeting might be fine, such as “Hi” or “Hello.”
Use your judgment here, but when in doubt, it’s better to err on the side of formality.
The goal of the cover letter greeting: Address the cover letter recipient by name with the appropriate greeting based on the company style.
The importance of names and addressed greetings
However you choose to address hiring managers, one of the most important aspects is using their correct name. A name helps to establish a personal connection and a level of respect. It shows that you care about the position and have done the research to make sure you’re reaching the right person. It can quickly set you apart in a sea of “Dear Hiring Manager” and “To Whom It May Concern.” In fact, scientific studies have even shown that humans have a positive neurological response upon hearing their own names.
In large companies, however, finding the hiring manager’s name is easier said than done. Oftentimes, an entire team handles hiring, so your application will be read by many people before you hear back. In this case, you’ll need a plan B. Try using the collective noun that works best for the office environment. “Dear (Company Name) Hiring Team” or even “Hiring Family” if it seems to fit the company's branding.
The goal of the cover letter greeting: Address the cover letter recipient by name with the appropriate greeting based on the company style.
Cover letter greeting and introduction
While the header and greeting are all about first impressions, your cover letter introduction is where you’ll really get into the details about who you are and what you have to offer. In large companies, it may be worth specifying that you’re applying for the product manager position, since hiring teams may be filling multiple roles at once.
Otherwise, it’s important to keep your introduction interesting and relevant. An anecdote, example or statistic can all work well. Make sure to keep your introduction short to encourage the reader to continue on to your body section.
The goal of the cover letter introduction: Hook the reader’s attention with a relevant statement, fact or anecdote, introduce yourself with a powerful and professional sentence.
The greeting and introduction from our product manager cover letter sample appear below. The writer offers a high-level take on career achievements.
October 28, 2022
Dear Mr. Sinton,
As a prominent product manager in the HR tech industry for the past six years, I’ve been at the forefront of some of the most exciting developments. From award-winning employee engagement software to integrated training modules and engaging apps, in my previous role at Nurdle HR I helped shape and design innovative solutions that enabled millions of employees to have an easier time at work.
Cover letter middle part (body)
Your cover letter body is the place to get into the nitty gritty of what you can do for your potential employer. Try using the STAR method to organize your experience into relevant examples. First list a Situation and the Task asked of you, then describe your Action and the positive Result you achieved. Focus only on the most directly related skill sets based on your potential new job description.
A product manager cover letter should be equally address what you’ve accomplished in the past and what you plan to do in the future. Use your second body paragraph to describe potential contributions, or your vision for a project or workflow. Just make sure to use a respectful tone that doesn’t sound entitled or demanding.
The goal of the cover letter body: Describe skills and achievements from previous positions, and mention future goals or initiatives that you could implement in the new workplace
Our product manager cover letter sample illustrates what you might include in the middle part.
I worked in HR for several years before moving onto the supplier side, so my understanding of customer needs are second to none. I am able to work closely with development teams and guide them in designing functionality that will be adopted by the masses rather than taken up by the few. My last project for Nurdle was an SAAS employee engagement platform with an uptake of 750+ companies and over a million employees in the first year. We covered our development costs within the first three months.
I have worked on 10+ product launches, responsible for the full product development cycle — strategic planning, requirements analysis, quality assurance and product creation and testing. I have taken a number of programming and technology qualifications to allow me to better communicate with my colleagues, with annual revenue of our products exceeding $15 million and over 4,500 happy end clients.
In terms of my project management skills, I am Agile and Scrum-qualified and always seek to run an efficient and inquisitive operation where people can ask difficult questions and get a considered answer. Issues occur when problems are swept under the carpet. On my last performance appraisal, 100% of my colleagues gave me a 10/10 rating for organization and communication.
How to close a product manager cover letter (conclusion and sign-off)
You did it! Congratulations on making it to the end of your product manager cover letter. The hard work is behind you and you can finally wrap up your writing. But before you get carried away in celebration, make sure to include a call to action at the end of your letter. This sentence describes your interest and enthusiasm for the position, and invites a hiring manager to contact you.
You can also leave your contact information again here, space permitting. Then choose the most appropriate signature based on the company tone before signing your name. “Sincerely,” “Best Regards” or “Thank you for your consideration” can all work well.
The goal of the cover letter closing: End your letter with a polite call to action that encourages a hiring manager to contact you. Use the most appropriate signature relative to the tone of the workplace
Below is the closing section of our product manager cover letter. The straightforward concluding sentence lets the hiring manager know that you're aware of what the organization's pain point is.
I would welcome an interview to see how I might help to develop your product pipeline.
Sincerely,
Jeffrey Powers
Writing tips and tricks
The following bullet points offer examples of important qualities to convey in a product manager cover letter.
- Communication skills: Great communication is one of the skills your cover letter can show instead of tell. Make sure your grammar and spelling are perfect. Use words that convey confidence and mastery of the field. Give a taste of your personality, too. Make your cover letter the ultimate display of your communication style.
- Time management: From scrum to QA testing to pricing, getting a product from idea to shelf takes TIME. Use your cover letter to convince a hiring manager that you can efficiently manage every step of the process.
- Strategic thinking: A product manager has to figure out how to satisfy customer needs while still making money on the business side. Show off your strategic thinking through previous accomplishments and successful products.
- Negotiation: A product manager is the go-between for stakeholders, designers, engineers, manufacturers, executives – just about everyone involved in the product’s lifecycle. Knowing how to balance and negotiate all these competing interests is an essential skill to convey on your resume.
The advantages of getting specific
In their book, Made to Stick, authors Chip and Dan Heath discuss the reasons why some ideas are more long-lasting than others. One of their principles is called the rule of specificity. The concept is simple: people are much more likely to remember ideas that offer concrete details and numbers. Facts and specifics give our brains something to latch onto thereby increasing the chances we’ll remember the information.
This principle can offer a lot of benefits when applied correctly in your product manager cover letter. Product management is about the process and the results. You want a hiring manager to think for themselves “Wow, I want them to make this happen for us!”
Create that wow factor by offering specific, digestible numbers and percentages and details of what you’ve created and the success of your products. Some examples sources of numbers:
- The size of the team you managed
- The number of potential customers interviewed
- The reach of the product in the market
- The amount of sales or percentage of sales growth
- Innovation or consumer awards won
- Media or industry mentions
The story of your product
A great product solves a need, of course, but the best product managers know it also tells a story. Humans are hardwired to respond to great storytelling and your cover letter is the best place to implement this strategy while on the job search.
Your introduction paragraph is the best place to begin a story. Look for a concrete, emotional lead that draws a reader into your product or your personal journey. Then, weave into the body section where you can lay down your most impressive skills and accomplishments.
Cover letter formatting and common mistakes
If you can avoid these common pitfalls, you’ll automatically be putting yourself ahead of dozens of other candidates.
- Typos and grammar mistakes: These little mistakes will quickly get your written off as a poor communicator in the recruiter’s eyes. Fortunately, they’re easy to fix. Make sure to use spell check or have a grammar-savvy friend proofread your application before you submit.
- Mismatched tone: Your cover letter tone will largely depend on the workplace culture of your potential employer. There’s nothing that will turn off a hiring manager faster than an overly formal letter for a casual start-up or a familiar greeting for a prestigious institution.
- Generic letters: If you’re really serious about landing the job, a one-size-fits-all letter just won’t cut it, especially not in product management. Make sure your cover letter is customized with the right skills, processes and ideas for that particular brand or company.
- Poor visual presentation: For a project manager cover letter to be effective, presentation is everything. Your document shouldn’t just be a plain piece of paper. An attractive layout and design, with formatting matched to your potential employer's branding, is more likely to entice a hiring manager to read your application.
An exceptional cover letter isn’t just about the writing. Your visual presentation also plays a big role in how a hiring manager perceives your application. Appropriate layout, design and formatting elements send a message that you are a professional candidate who understands the company’s image and needs. From fonts to spacing, looks matter!
Eliminate the guesswork and hassle by using one of Resume.io’s pre-made, field-tested cover letter templates, available in four style categories. Our builder tool makes it easy to drop in your own replacement text.
Key takeaways
- A cover letter is the perfect place to tell your personal story or your product’s journey. Unless asked not to include one, you should always submit one to maximize your chances of landing the position.
- A generic cover letter won’t do you any favors. Make sure to customize each document with the skills, tone and perspective needed for that particular employer.
- Attractive formatting and a matching cover letter and resume header help to send the message that you’re a serious and professional candidate right from the get-go.
- Don’t forget to get specific in the body section. Numbers, statistics, mentions and awards all help build your credibility and make you stand out in the hiring manager’s mind.
- For product managers, tone is everything. Make sure your writing matches the level of formality in the workplace. The same goes for your visual presentation, too.
With Resume.io’s tools, creating a cover letter is a breeze: our powerful builder, writing auto-suggestions and recruiter-approved templates will get the job done in no time at all!
For further guidance and ideas, head over to the other cover letter examples in our Business & Management category, including those below:
- Manager cover letter sample
- Business analyst cover letter sample
- Project Manager cover letter sample
- Project coordinator cover letter sample
- Program coordinator cover letter sample
- Brand manager cover letter sample
- Quality assurance (QA) cover letter sample
- Business development manager cover letter sample
