When conducting a job search, both your CV and cover letter work together to create a compelling first impression and secure interviews. While most people understand the importance of a strong CV, many underestimate the power of an effective cover letter—potentially reducing the chances their CV will even be read.
These strategies will help you create a cover letter that opens doors:
Identifying the Right Contact
Success in sales roles comes from reaching decision-makers. The same principle applies to job applications—target the person who will actually make hiring decisions.
For advertised positions, contact details typically appear in the listing. When applying speculatively or if details are missing, check the company website or make a brief phone inquiry to identify the appropriate recipient.
When uncertain, consider sending your application to multiple relevant contacts—for example, both the HR director and department head at larger organizations.
Don't shy away from speculative applications. Many employers never post job openings publicly to avoid advertising costs, meaning approximately half of available positions remain hidden.
Professional Presentation
Unless specifically requested otherwise, use word processing software with a traditional font like Times Roman at 12-point size.
Create a header containing your name, address, phone number, and email. Clearly label multiple phone numbers. Avoid including your current workplace number, as this suggests poor professional boundaries.
Ensure your email address projects professionalism. Addresses chosen during teenage years often sound inappropriate in professional contexts. Create a separate, professionally-named account specifically for your job search.
Use black text on white paper with generous spacing. Leave blank lines between paragraphs and use justified alignment for clean margins. These principles also apply when creating a professional CV.
Structuring Your Content
Proper formatting encourages recipients to actually read your letter. Here's how to structure your message effectively:
Opening Section
When you know the recipient's name, open with "Dear Mrs. Brown" or similar. Without a name, use "Dear Sir/Madam."
(Close with "Yours Sincerely" when addressing someone by name, "Yours Faithfully" when using a general greeting.)
Since space is limited, make every word count. Your opening paragraph should immediately communicate why you're writing and what value you offer.
Example: "After seeing your posting for a Sales Manager position, I'm writing to highlight the relevant experience and qualifications I would bring to this role."
Include any reference numbers as a heading. Avoid wasting space with obvious phrases like "I am writing to apply for..."
For speculative letters, provide context for your outreach—perhaps you read recent news about the company, know someone in the organization, or are aware of their strong reputation in the field.
Core Content
Use three to four paragraphs to demonstrate your value. This section should showcase your professional background, relevant achievements, and applicable skills.
Rather than repeating your CV, use your letter to complement it. Select three key points that make you ideal for the role and expand on them meaningfully.
Explain your specific interest in both the position and the company. Research the organization thoroughly and demonstrate knowledge of their practices and culture, connecting them to your qualifications.
Replace empty claims like "I possess highly developed organizational skills" with concrete evidence: "In my current role as Events Coordinator, I've successfully organized fundraising events attended by up to 2,000 people."
Incorporate figures and percentages—they're more memorable than words. "I increased turnover by 100%" has greater impact than "I doubled our turnover," even though they mean the same thing.
Reference your CV directly when appropriate: "While conducting a marketing internship in Spain (detailed in my attached CV), I developed language skills that would prove invaluable in this position."
In your final core paragraph, explain your current career motivation:
"Having recently graduated from a top university, I believe this role offers an ideal opportunity to apply my education."
Or: "After consistently increasing profits year after year for nearly a decade, I'm seeking a fresh and challenging opportunity."
Closing Statement
Effective advertisements end with instructions like "try it now" or "book early." These "calls to action" significantly increase response rates.
Your letter essentially advertises your skills, so apply the same principle. A typical call to action might read:
"Please feel free to contact me to discuss my application further."
Leave four blank lines between "Yours Sincerely/Faithfully" and your typed name for your handwritten signature.
Writing Style Considerations
While CVs use third-person construction, cover letters require first-person narrative—which most writers find more natural. However, first-person writing risks excessive repetition of "I," which can sound self-centered or monotonous.
Vary your sentence structure to avoid starting every sentence with "I." For instance:
"I have great interpersonal skills and a natural aptitude for PR."
Could become: "My natural aptitude for PR is enhanced by strong interpersonal skills."
Or: "With strong interpersonal skills, I find PR work highly suitable."
Incorporate relevant industry terminology to demonstrate expertise, but avoid excessive jargon that might confuse HR professionals or recruitment agencies reviewing your application.
Use strong action verbs like "achieved" or "improved" and descriptive adjectives like "dedicated" or "creative." However, back up these descriptors with concrete examples. Simply claiming to be hardworking and enthusiastic carries no weight without supporting evidence.
Thorough Proofreading
While the importance of proofreading should be self-evident, research indicates over half of cover letters and CVs contain linguistic errors.
Don't rely solely on spell-check software. It won't catch everything and may "correct" misspelled words into completely different (though correctly spelled) words that change your meaning entirely.
Watch for similar-looking words. Giving someone a "message" differs significantly from giving them a "massage," despite only one letter's difference.
Homophones (words that sound alike but have different meanings) also create potential pitfalls. "Effect" and "affect" exemplify this challenge.
Review grammar carefully, particularly apostrophe usage:
- You're = you are
- Your = belonging to you
- Mike's = belonging to Mike
- Animals' = belonging to animals (plural)
- It's = it is or it has
- Its = belonging to it
Printed copies often reveal errors more readily than on-screen text. Always have someone else review your letter—they'll notice mistakes that you, knowing what you intended to write, might overlook.
Email Submission Best Practices
Email has become the standard method for submitting cover letters. Most experts recommend placing your letter directly in the email body rather than sending it as an attachment.
This approach increases the likelihood of your letter being read. Requesting someone's time to consider employing you is asking a favor—make it as easy as possible for them. Some recipients consider opening attachments too much effort.
Additionally, sending your letter as an attachment requires writing another note in the email body encouraging the recipient to open your attached letter, which then encourages them to review your attached CV. This creates unnecessary barriers between the recipient and your qualifications.
If you must send attachments, use specific file names like "Ryan-Faulkner-Sales-Manager-Application" rather than generic terms like "covering-letter." Recipients may download files for later review and delete the email. A descriptive filename prevents your application from being lost among dozens of identically-named files.
Related Resources
- Once you've crafted an outstanding cover letter, ensure you have an exceptional CV and strong interview skills using these comprehensive guides.
- Before applying for positions, clarify your career direction with professional career planning guidance.
- Securing employment is important, but remain informed about your workplace rights and protections.
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