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My last blog post covered the subject of cover letters and whether you need to write one. If you missed it,  the answer is yes.  A cover letter is an essential part of your personal brand or marketing package.  Without a well written cover letter you won’t get an interview, let alone a job. And by "well written" I mean avoiding the common mistake of sending a boilerplate letter for every job application you submit. Your cover letter, like you, should be unique. Though time consuming, creating a separate, targeted cover letter for each job application is worth it.

How do you accomplish this without going insane? Focus on these following tips.

Keep it Simple
A cover letter should only be a few short paragraphs and definitely no more than one page. Don’t outline your entire job history and repeat your CV or resume.

Make it Relevant
There is a positive angle to tweaking your cover letter for each job application and it may actually save you time in the long run. When crafting your letter it’s important to pin point the exact skills and qualifications that make you a viable candidate. That’s the meat of the letter. If you’re agonizing over the cover letter because you can’t come up with relevant content for this section then most likely you really don’t meet the qualifications and you shouldn’t be applying for the job.

Study the Job Description
A great place to start is by thoroughly reviewing the job description and comparing it to an outline of your achievements. Then you can begin to draft a descriptive paragraph, with specifics and examples, of how you are qualified for the job and what you can contribute to the organization.

It's Not about You
The recruiter knows you’re interested in the job so you don’t have to bother writing that. And avoid describing reasons a job is perfect for you. The recruiter wants to know why he should bring you in for an interview and that doesn’t include any personal details like your interest in moving to Texas or wanting advncement. So, for example, if the job description states "must be willing to lead and nurture a team of pharmacists and technicians to meet performance and behavioral expectations" make sure you describe the ways in which you are qualified to do that. Note: You don’t have to answer every item from the job description. Usually you can get an overall sense of the critical skills desired. Those are the ones you should focus on. Go for quality instead of quantity. Similarly, make sure you focus on the positive. Many times a requirement may be minor or something you can learn on the job so don’t be quick to point out if there is a skill you’re lacking.

Sell Yourself
The cover letter is an opportunity to sell yourself and show you are different from any other candidate. That doesn’t mean use a colored font or italics. It means trying to inject personality into your writing. Use active words that show pride in your accomplishments and a sense of confidence in your ability to do the job you’re applying for. A great place to do this is in the intro and wrap up paragraphs. Be professional and courteous but make it count.

Follow Directions
This seems simple but many applcations are tossed because information is not presented properly.  Usually this has to do with salary expectations. If a salary range is asked for, provide one. In some cases, it’s okay to say you’re open to negotiation or flexible but if the job description states that only applications with a salary range will be considered, then put down a range you believe is reasonable.