Let me be real with you: 90% of cover letters are garbage. They're either generic templates that could apply to any job, or rambling autobiographies that nobody asked for.

But when done right, a good cover letter can get you an interview even when your resume alone wouldn't. Here's the formula that actually works.

The Formula: Problem, Solution, Proof, Action

Paragraph 1: Hook + Why This Role First sentence grabs attention. Second sentence shows you actually read the job posting and understand what they need.

Example: "When I saw that you're looking for someone to rebuild your content strategy from scratch, I literally said 'that's my dream project' out loud. I've done exactly this twice before—at Company A where I grew organic traffic 300% in 18 months, and at Company B where I built their content program from zero to their top lead source."

Notice what this does: shows genuine interest + immediately demonstrates relevant experience.

Paragraph 2: Specific Relevant Accomplishment Pick ONE achievement that directly relates to their biggest need. Tell a mini-story with a problem, your solution, and measurable results.

Example: "At Company A, I inherited a blog that was getting 5,000 monthly visitors and zero leads. I rebuilt the entire content strategy around SEO research and audience pain points, created a repeatable production process, and trained the team on optimization best practices. Within 18 months, we were at 60K monthly visitors and content became our #2 lead source, generating 200+ qualified leads per month."

One detailed story beats three vague claims every time.

Paragraph 3: Why This Company Show you actually researched them. Not generic "great company culture" BS, but specific things that connect to your experience or interests.

Example: "I've been following your company since you launched the AI-powered analytics feature last year. What you're building for mid-market companies is exactly the kind of product I want to help grow—complex enough to be interesting, practical enough to drive real business value. Plus, I saw your CEO's interview about building thoughtfully instead of chasing every trend, and that philosophy aligns perfectly with how I approach content strategy."

This shows you did your homework and you're not just mass-applying.

Paragraph 4: Clear Call to Action Don't end with weak sauce like "I look forward to hearing from you." End with confidence and a next step.

Example: "I'd love to talk about how I can help rebuild your content program and turn it into a revenue driver. I'm happy to share the detailed playbook I used at Company A, or walk through the specific strategy I'd recommend for your situation. When's a good time for a conversation?"

Confident, specific, gives them a reason to respond.

The Complete Template

Here's the whole thing put together:

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Dear [Hiring Manager Name - find it on LinkedIn if it's not listed],

[Hook sentence showing enthusiasm for the specific role]. I've done exactly this at Company A and Company B, where I [relevant accomplishment].

[At Company A, specific challenge/situation]. [What I did about it with concrete actions]. Measurable results with numbers.

[I've been following your company because of specific recent thing]. [What excites me about your product/mission/approach]. How my experience aligns with your goals.

[I'd love to talk about specific value I can bring]. [Offer of something tangible]. Clear next step question?

[Your Name]

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Total length: 250-350 words. Reads in under 2 minutes. Tells them exactly why you're qualified and why you care.

What Makes This Work

It's specific. No generic "I'm a hard-working professional" nonsense. Actual companies, actual numbers, actual results.

It's about them, not you. You're not giving your life story. You're explaining how you solve their problems.

It shows you did research. You know what they do, what they need, and why you fit.

It's confident without being arrogant. "Here's what I've done and here's how I can help you" hits different than "please consider me".

When You Actually Need a Cover Letter

Always include one if:

• It's requested in the job posting
• You're making a career change and need to explain how your skills transfer
• You have an unusual background that needs context
• You have a connection at the company or relevant context to mention

Skip it if:

• The application system makes it super difficult to upload
• It's a high-volume role where they're clearly not reading them (retail, food service, etc.)

Common Mistakes to Avoid

Don't rehash your resume. Your cover letter tells stories your resume can't.

Don't address it "To Whom It May Concern." Find a name. Use LinkedIn. "Dear Hiring Manager" is acceptable if you absolutely can't find one.

Don't start with "I'm writing to apply for..." They know why you're writing. Start with something interesting.

Don't apologize for lack of experience. "I know I don't have all the requirements, but..." is an instant no. Focus on what you DO have.

Don't use the same letter for every job. The whole point is personalization. If you're mass-applying, don't use cover letters at all—they're doing more harm than good.

The Bottom Line

A good cover letter takes 30-45 minutes to write properly. Use this time wisely—only for roles you actually want and that match your experience.

When you do write one, use this formula: problem, solution, proof, action. Keep it under 350 words. Make it specific to them. Show you did your homework.

Do this right and your cover letter becomes your best marketing tool. Do it wrong and you're better off not sending one at all.

Choose wisely.