Cover Letter Examples: What Works and What Doesn't

A cover letter can be the difference between getting an interview or being overlooked. A great one shows your personality, motivation, and fit for the job. A weak or generic letter, on the other hand, can quickly land your application in the "no" pile.

Why Most Cover Letters Fail

Many cover letters sound the same because people use generic phrases or copy templates without personalizing them. Recruiters read dozens of letters a day and quickly pick up on vague, repetitive statements. If your letter could be sent to any company for any job, it’s not helping you.

Some common mistakes include:

Starting with "I would like to apply for the position of..."
Using empty buzzwords like "motivated professional"
Failing to mention anything specific about the company or role
Repeating your resume instead of adding value
Being too long or too short (aim for half to one page)
Typos, spelling mistakes, or addressing the wrong company

What Makes a Good Cover Letter?

A strong cover letter is targeted, concise, and engaging. It quickly answers three questions:

Why are you interested in this job?
Why are you interested in this company?
What do you bring that others might not?

You should show, not just tell, why you are a great fit. Use concrete examples from your experience to demonstrate your skills or motivation. And always connect your story to what the employer is looking for.

Opening Lines: The Good, The Bad, and The Forgettable

Bad Opening Lines

"I would like to apply for the position of..."
"After reading your job posting, I was excited to submit my application."
"I am a motivated, results-oriented professional."

These are boring, vague, and could appear in any cover letter. They do nothing to grab attention or show who you are.

Good Opening Lines

Share a relevant anecdote: "While leading a team project at my last company, I discovered my passion for organizing complex processes, the same skill you’re seeking in this role."
Ask a thought-provoking question: "What if you found a candidate who combines technical expertise with a knack for creative problem-solving? You’d have me."
Make a strong statement: "In five years as a [job title], I’ve learned that clear communication drives results. I’m eager to bring this focus to your growing team."

Structure That Works

Follow this proven structure to keep your letter focused and impactful:

Opening: Grab attention with a specific, relevant hook. Avoid generic statements.
Why This Position: Explain what attracts you to the job. Connect your motivation to your experience.
Why This Company: Show you’ve done your research. Mention something unique about the organization that excites you.
What You Bring: Use concrete examples or results to show how you’re a fit. Don’t just list skills-demonstrate them in action.
Closing: End with a clear call to action, such as requesting an interview or conversation.

Step-by-Step Plan for Writing Your Cover Letter

Read the job description carefully. Highlight the most important requirements and desired qualities.
Research the company. Look for recent news, values, projects, or anything that resonates with you.
Brainstorm your top relevant experiences. Think of situations where you demonstrated the skills or qualities the employer wants.
Write a specific, engaging opening. Avoid clichés. Make it about you and this job.
Explain your motivation for the role. Be honest and connect it to your background.
Show why you want to work at this company. Mention something unique or recent about them.
Give concrete examples of your skills in action. Use numbers or outcomes if possible (for example, "led a team of 5 to finish a project ahead of schedule").
Close with a short, confident call to action. For example, "I look forward to discussing how I can contribute to your team."
Proofread. Double-check for errors and make sure you have the correct company and contact details.

Example: Turning a Weak Letter into a Strong One

Let’s look at a practical example. Imagine Maria is applying for a marketing specialist job.

Maria's first draft:

"Dear Hiring Manager,\n\nI would like to apply for the marketing specialist position at your company. I am a motivated professional with experience in marketing. After reading your job posting, I believe I am a good fit. Thank you for considering my application.\n\nSincerely, Maria"

Why it doesn’t work:

Generic opening, could be sent to any company
No details about her experience
No mention of the company or its projects

Maria’s improved version:

"Dear [Manager’s Name],\n\nWhen I saw your recent campaign for the new product line, I was impressed by your creative approach to digital marketing. During my time at [Previous Company], I led a social media campaign that increased engagement by 40% in three months. I thrive on using data to shape strategy and love working in fast-paced teams-exactly what your job description calls for.\n\nYour commitment to innovation and growth is inspiring, and I am eager to contribute to your next big project. I look forward to discussing how my skills and experience can add value to your team.\n\nSincerely, Maria"

Why it works:

References a specific company project
Connects her experience to the company’s needs
Uses a concrete example with results
Shows enthusiasm and research

Common Cover Letter Mistakes to Avoid

Writing more than one page (keep it concise)
Using the same letter for every job
Focusing only on yourself, not the employer’s needs
Repeating your resume word for word
Not providing any specific examples
Failing to proofread (typos, wrong company names)
Being too formal or too casual

Should You Use a Template?

Templates can help you get started, but never send a template as, is. Always personalize it for each job. Recruiters recognize templates instantly and often ignore them. Use a template for structure, but fill it with your own voice and targeted details.

For more guidance, see our article on writing a cover letter: structure and tips.

How to Make Your Letter Stand Out

Match your tone to the company culture (look at their website or social media for clues)
Show enthusiasm for the company’s mission or products
Mention a recent achievement or project of the employer that excites you
Use action verbs and avoid passive language
Close with a clear, polite call to action

Checklist: Before You Send Your Cover Letter

Did you address the right person or department?
Is the letter tailored to this job and company?
Do you show motivation for both the role and the employer?
Have you included at least one concrete example?
Is the letter clear, concise, and free of errors?
Is your contact information correct?

Linking Your Cover Letter to Your Career Goals

A cover letter is not just about getting this job, it’s about showing your direction and motivation. If you’re unsure which career path suits you, taking a career test can help clarify your strengths and values. The right insight can help you write a more convincing letter, tailored to roles where you truly fit.

If you’re considering a career change or applying for roles outside your previous experience, address this proactively in your letter. Emphasize transferable skills and your motivation to learn.

For more on matching your personality to careers, see which career suits me? and our RIASEC model explained.

Special Tips for Students and Career Changers

If you’re a student or new graduate, focus on relevant projects, internships, or part-time jobs. Show how your education or extracurriculars connect to the job. If you’re changing careers, highlight skills or achievements from your previous field that apply to the new one.

You can find more advice in our guides for students and adults and career changers.

Next Step: Start with Self-Insight

Before you write your next cover letter, get clear on your unique strengths and motivations. Try our career test for a quick first insight into your profile and top career matches. The better you understand yourself, the easier it is to write a letter that stands out.

Frequently asked questions

Should I include salary expectations in my cover letter?

You should only mention salary expectations if the employer specifically asks for them in the job posting. Otherwise, it's better to leave this topic for later in the interview process, when you have more context about the role and benefits.

How long should a cover letter be?

A cover letter should be concise-ideally half a page to one full page. Focus on the most relevant points and keep your language clear and direct. Recruiters often skim, so make every sentence count.

Can I use bullet points in my cover letter?

Yes, you can use bullet points to highlight key achievements or skills, especially if it makes your letter easier to scan. However, don't overdo it-maintain a professional tone and keep the letter flowing naturally.

Who should I address my cover letter to if there's no name listed?

If you can't find a specific name, use a general but professional greeting such as "Dear Hiring Manager" or "Dear Recruitment Team." Avoid outdated phrases like "To Whom It May Concern." If possible, try calling the company to ask for the hiring manager's name.

Is it okay to email my cover letter in the body of the email?

Yes, many employers accept cover letters in the body of an email. Just make sure to format it professionally, include a clear subject line, and attach your resume as requested. If the application system asks for an attachment, follow those instructions.