Personalized Cover Letters: The Do’s and Don’ts for Success

Writing a cover letter can feel like a challenge, but it doesn’t have to be. Think of it as your opportunity to have a conversation with your potential employer. 

A personalized cover letter adds a touch of humanity to your application, showing who you are beyond your resume. It’s a chance to say, “Here’s why I’m perfect for this role, and here’s why I’m excited about your company.”

To make this process simple (and even enjoyable), we’ve broken down the essential do’s and don’ts of creating a standout cover letter.

The Do’s: What You Should Absolutely Include
1. Do Address the Right Person
When you open with “Dear Hiring Manager,” it immediately feels like you didn’t try. Instead, find out who’s responsible for hiring and address them by name. This small touch makes a big difference in showing you care.

Quick tip: If the name isn’t listed in the job posting, check the company’s website or LinkedIn. Can’t find it? Go with something like, “Dear Marketing Hiring Team.”

2. Do Tailor Your Letter to the Job
A generic cover letter is an opportunity wasted. Show you’ve read the job description by referencing specific qualifications and duties. Then, connect your skills and experiences to those needs.

Example:
“I was thrilled to see your emphasis on project management in the job posting. At my current role, I’ve successfully led cross-departmental teams to deliver high-impact projects on time and within budget, increasing client satisfaction by 25%.”

This tells the employer, “I read the posting carefully, and I’m exactly what you need.”

3. Do Show Passion for the Company
Employers want to hire people who care about their mission, not just their paycheck. Let them know why you’re drawn to their company or role. Maybe it’s their innovative products, commitment to social good, or unique company culture.

Example:
“Your company’s focus on empowering small businesses resonates with me deeply. As someone who has worked closely with small business owners, I understand their challenges and am passionate about helping them succeed.”

4. Do Highlight Key Achievements
Rather than rehashing your entire resume, focus on your top accomplishments—especially those relevant to the role. Use numbers and specific results to make your impact clear.

Example:
“In my previous role, I increased social media engagement by 40% within three months, leading to a 15% boost in sales.”

Quantifiable results make your achievements more compelling and help you stand out.

5. Do Keep It Brief and Organized
Your cover letter should be concise—ideally one page. Use short paragraphs and avoid fluff. A strong structure could look like this:

• Intro: Who you are and why you’re applying.
• Middle: What makes you the right fit, with examples.
• Closing: A call to action and a thank-you.

This clear format ensures the hiring manager can quickly understand your value.

6. Do End with Confidence
Your closing should leave a strong impression. Politely encourage the employer to take the next step, like inviting you for an interview.

Example:
“I would welcome the opportunity to discuss how my experience aligns with your team’s goals. Thank you for considering my application, and I look forward to hearing from you.”

This shows you’re proactive, confident, and eager to contribute.

The Don’ts: Mistakes to Avoid
1. Don’t Use a Generic Template
Copy-pasting the same letter for multiple applications? Big mistake. Employers can spot a generic cover letter a mile away, and it tells them you didn’t care enough to personalize it.

Even if you’re applying for similar roles, tweak each letter to match the specific company and job posting.

2. Don’t Repeat Your Resume
Your cover letter isn’t just a summary of your resume—it’s an opportunity to expand on it. Instead of listing job titles, share a story or give context about a key achievement.
Example:

Instead of:
“I was responsible for managing a team of 10.”

Try this:
“I led a team of 10 through a company-wide software implementation, resulting in a 30% efficiency improvement.”

This makes your experience more engaging and memorable.

3. Don’t Write an Essay
Long paragraphs or overly detailed explanations can overwhelm hiring managers. Keep your sentences clear and concise, and only include information that’s relevant to the role.

4. Don’t Sound Robotic
Your cover letter should be professional, but it doesn’t have to sound stiff. Use a conversational tone that reflects your personality while maintaining respect.

Instead of:
“I am writing to express my interest in the role of Marketing Specialist.”

Try:
“I was excited to see your opening for a Marketing Specialist—this role feels like a perfect match for my skills and passion.”

5. Don’t Forget to Proofread
Typos or awkward phrasing can make even the best cover letter fall flat. Always double-check your letter before submitting it.

Pro tip: Read it out loud—it’s a great way to catch mistakes or clunky sentences.

6. Don’t Focus Only on Yourself
It’s tempting to talk about why the job would be great for you, but the hiring manager is more interested in what you bring to the table.

Instead of:
“This job would be an amazing chance to grow my skills in marketing.”

Try:
“With my experience in digital marketing, I can help your team expand its online presence and reach more customers.”

This shift shows you’re focused on helping the company succeed.

Bringing It All Together
A great cover letter is like a handshake: it’s your first chance to make a good impression. By addressing the hiring manager by name, tailoring your content to the role, and showing your enthusiasm for the company, you’re already miles ahead of most applicants.

On the flip side, avoid the pitfalls of generic templates, overly formal language, or focusing too much on yourself. Remember, the goal is to make the employer think, “This is exactly who we need!”

So take a deep breath, follow these tips, and start writing. You’re just one standout cover letter away from your next big opportunity!
 
“To learn more about how to write a cover letter that sizzles, schedule a call today to speak with one of our career experts. 
 
(P.S. Tired of spinning your wheels with your career? If you're ready to turn your resume into a hard-hitting marketing tool then try our FREE Resume Critique service today!)”