Whenever I'm recruiting for a marketing position, I always ask job applicants to send a résumé along with a letter explaining why they are perfect for this job. My reason for requesting the letter is to see how applicants promote themselves. If they can't market themselves, they probably can't market our products.

Many applicants send what I call a "feel good" letter. They write about being a team player, their multitasking skills, and their communication expertise. After reading a few of these cookie-cutter résumés, my eyes start to glaze over.

Occasionally, I receive a well-crafted letter in which the author gives a case history or two illustrating how he or she created marketing magic in the past. These letters often include specific numbers or percentages as in, "The plan I created increased revenues by 22 percent in six months." I give these applicants careful consideration.

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A cover letter from one job candidate caught my attention instantly. It was just one sentence: "I can do this job standing on my head with one arm tied behind my back." I loved it! It was brash, funny, and immediately created a desire to read the attached résumé. The writer had accomplished his purpose.

I liked that the applicant had taken a calculated risk. Had the letter been received by a corporate recruiter, I doubt that the candidate's marketing skill would have been recognized. The recruiter may not have even read the résumé.

The résumé was strong, and I immediately set up an interview. Within a week, I hired him. He spent two years with the company and created and managed several high-impact marketing campaigns that increased sales and profits.

When I sold the business, he started his own marketing consultancy.

Excerpted from Rules of the Hunt: Real-World Advice for Entrepreneurial and Business Success, McGraw Hill. Get your copy at Amazon.