A cover letter is a formal communication introducing a job candidate and his or her credentials (usually but not always via a resume) to a potential employer for the purpose of igniting interest in that candidate as a prospective employee.

Very few job seekers invest the time and effort to compose a strong and compelling letter. This is because most people don’t like to write, don’t know what to write, and don’t feel they are good at writing. However, when you commit to writing strong letters in pursuit of your career goals, you will land more interviews than most of your competition who simply throw something together without much thought.

Ask any job candidate why he or she takes great pains in selecting the right wardrobe when going to an interview and the answer might be, “In order to make a smashing first impression.” In the majority of cases, job candidates do not have the chance to make the first impression face to face. Even the resume makes the second impression behind the cover letter.

Unfortunately, many cover letters, also referred to as letters of introduction, are poorly written and spark very little interest. They are clumsily put together with little thought about what information needs to be communicated quickly to entice the reader to want to review the resume with enthusiasm. A sales professional who puts together a proposal for a large prospective sale will take the time and invest the effort to make it the very best it can be – including a letter of introduction. You must as well.

#1: Build a Team
Develop and work with a master team of advisors who will help you write, edit, and final proof the cover letter (and resume). This team can be made up of friends and family members or professional coaches. The idea is to have a small group of people who you trust and can count on to help you write high impact cover letters.

#2: Customize Each Cover Letter
When possible, address your letter to a specific person. By identifying a person by name, title, and company, you are showing both respect and professionalism. To Whom it May Concern or Dear Sir / Madam introductions on cover letters demonstrate a lack of professionalism and initiative and certainly do not elicit a first good impression.

#3: Keep the Letter as Short as Possible
Don’t ramble. Most hiring professionals won’t spend more than 15-25 seconds reading a cover letter. Today with all different voices vying for one’s attention, most hiring managers don’t have the time to read long letters. The message here is clear. Be brief but be concise in your message.

#4: Don’t Rehash the Resume
Cover letters must introduce you and your qualifications (your resume), so don’t repeat what you say in the resume in the cover letter. The cover letter should answer the follow questions quickly and precisely:

1. Why are you writing the letter?
2. What job(s) are you seeking or what are you qualified to do?
3. What results can you achieve that would benefit the company?
4. What action would you like the reader to take?
5. Close quickly and proactively initiate next steps

#5: The Letter Must Reflect Pride and Professionalism
The cover letter must be highly professional, from the paper stock to how it’s designed and delivered. Obviously, there cannot be any typographical or grammatical errors, and the cover letter (and the resume) must reflect the professionalism of the job candidate.

One last note: Don’t get overly cute or too gimmicky. That can often backfire. Cover letters should respect the reader’s time, so make the document short, concise, compelling, and professional to engage the reader to want to enthusiastically review and evaluate the resume.