Avoid a synopsis of your resume- The HR folks have your resume, don’t make them read it twice. Instead, research the organization and the job for which you are applying.  Use keywords from the job description and website to explain specifically how your skills and experience match the job.  This is especially helpful when your career history does not obviously speak to the job being applied for.

Address your letter to a specific name- Addressing your cover letter to “To Whom it May Concern” or misspelling the individual’s name is a clear sign that you did not make the effort to do your research.  If you cannot find out who you should be addressing it to on the website, call the front desk and ask, do a Google search, or try LinkedIn.  

Share your enthusiasm- Companies want to know that you are interested and enthusiastic about their role, not just in finding a job. Be specific about how you can contribute to the organization’s overall mission.  At then end, be direct and ask for an interview to demonstrate your skills and commitment.

Avoid typos- As I mentioned, this is a sample of your writing and communication skills. Misspellings and punctuation errors are unacceptable. Also, use an active voice (I am confident, I know) instead of a passive voice (I think, I feel).

Keep it to the point- Remember this cover letter is about the job, not your life. The letter should be no more than one page. 

Yes, crafting a cover letter for each job you apply for does take more time, but a well developed cover letter can give you an edge up on the competition