Your resume got past the ATS. Your experience is solid. But your cover letter just cost you the interview.
63% of hiring managers say a bad cover letter can disqualify an otherwise qualified candidate—even if the resume is perfect.
Here are the 7 most common cover letter mistakes (and how to fix them).
Mistake #1: The Generic Template
What it looks like:
Dear Hiring Manager,
I am writing to express my interest in the position at your company.
I believe I would be a great fit for your team...
Why it fails:
- Could apply to any company, any role
- Shows zero research or genuine interest
- Signals you're mass-applying without care
The fix:
Be specific. Mention:
- The exact role and company name
- Why THIS company interests you
- How YOUR skills match THEIR needs
Better example:
Dear Hiring Team,
When I saw that Stripe is hiring a Product Marketing Manager to expand
into European markets, I immediately thought of my experience launching
fintech products across 6 EU countries at PayTech Solutions.
Mistake #2: Repeating Your Resume
What it looks like: Your cover letter is just your resume in paragraph form:
"I worked at ABC Company from 2020-2024 as a Marketing Manager where I managed campaigns and increased sales..."
Why it fails:
- Wastes the hiring manager's time
- Misses the point of a cover letter
- Doesn't add new value
The fix:
Your cover letter should tell the story behind the resume:
- Why you're making this move
- What excites you about the role
- How your experience connects to their specific challenges
Better approach:
At ABC Company, I grew our B2B pipeline by 300% in 18 months. But the
metric I'm most proud of is our 95% customer retention rate—because it
proved that great product marketing isn't about hype, it's about
understanding customer pain points.
That's why I'm excited about the Product Marketing role at Acme. Your
recent blog post on customer-centric positioning resonated with me...
Mistake #3: The "I, I, I" Trap
What it looks like:
"I am a highly motivated professional. I have 5 years of experience. I am passionate about technology. I graduated from..."
Why it fails:
- Focuses on you, not the company's needs
- Reads like a list of qualifications
- Misses the "what's in it for them" angle
The fix:
Flip the script. Focus on value you'll bring to them:
Before (focused on you):
I have strong leadership skills and 5 years managing teams.
After (focused on them):
Your team is scaling from 20 to 50 people this year. I've led that
exact growth phase twice—at StartupCo (15→45) and TechVentures (18→60)—
and know the specific challenges you'll face around process, culture,
and maintaining quality.
Mistake #4: Generic AI-Generated Output
What it looks like:
"I am writing to express my sincere enthusiasm for the extraordinary opportunity to contribute my extensive expertise to your esteemed organization's innovative initiatives..."
Why it fails:
- Sounds robotic and impersonal
- Uses unnecessarily complex language
- Hiring managers recognize generic AI patterns instantly
The fix:
If you use AI tools (like Pronto):
- Review and personalize - Don't copy-paste raw output
- Add personal details - Specific anecdotes that showcase your unique experience
- Match your voice - Sound like yourself
- Be conversational - Write like you speak
AI-generated (obvious):
I am thrilled to bring my comprehensive skill set to your organization...
Human-edited (natural):
I've been following your company since your Series B announcement. The
way you're approaching data privacy in healthcare reminds me of the
challenges I tackled at MedTech Solutions...
Mistake #5: Apologizing or Underselling
What it looks like:
- "Although I don't have direct experience in X..."
- "While I may not meet all the requirements..."
- "I know I'm not the perfect fit, but..."
Why it fails:
- Plants doubt in the hiring manager's mind
- Highlights weaknesses instead of strengths
- Shows lack of confidence
The fix:
Focus on transferable skills and what you DO have:
Instead of:
Although I don't have experience in healthcare, I'm a fast learner...
Say:
While my background is in fintech rather than healthcare, both
industries face similar regulatory challenges. At FinanceApp, I
navigated GDPR compliance across 12 products—experience that directly
applies to HIPAA requirements in healthcare.
Mistake #6: The Wall of Text
What it looks like:
One massive paragraph covering:
- Your entire career history
- Every relevant skill
- Why you're interested
- What you can do for them
- Your education background
- ...all in 8+ sentences with no breaks
Why it fails:
- Hiring managers skim—they won't read dense text
- Key points get buried
- Looks intimidating and unprofessional
The fix:
Use short paragraphs:
- Opening: 2-3 sentences (why you're excited)
- Body paragraph 1: Your relevant experience
- Body paragraph 2: Specific value you'll bring
- Closing: 1-2 sentences (call to action)
Add white space:
- Break up text every 3-4 lines
- Use bullet points for lists
- Keep total length under 400 words
Mistake #7: No Specific Call to Action
What it looks like:
Your cover letter ends with:
I look forward to hearing from you.
Sincerely,
[Name]
Why it fails:
- Passive and forgettable
- No sense of urgency
- Doesn't differentiate you
The fix:
End with confidence and specificity:
Generic:
Thank you for your consideration. I look forward to hearing from you.
Strong:
I'd love to discuss how my experience scaling B2B SaaS products can help
Acme reach its $50M ARR goal. I'm available for a call next week—would
Tuesday or Thursday work for your team?
The Cover Letter Formula That Works
Here's a proven structure (keep it under 400 words):
Paragraph 1: The Hook (2-3 sentences)
- Name the role and company
- Show you've done research
- Create immediate connection
Example:
I noticed that Acme just launched its European expansion—congrats on the
Series C! I spent 3 years leading international growth at TechCorp, and
I'd love to bring that experience to your Product Marketing Manager role.
Paragraph 2: Prove You Can Do the Job (3-4 sentences)
- Highlight 1-2 relevant achievements
- Use specific numbers
- Connect to their needs
Example:
At TechCorp, I led the launch of our platform in Germany, France, and
Spain—growing European ARR from $0 to $12M in 18 months. The key was
localizing not just language, but messaging: we saw 3X higher conversion
when we tailored value props to each market's specific regulations and
business culture.
Paragraph 3: Show You Understand Their Challenge (2-3 sentences)
- Reference something specific about the company
- Show you've researched their goals/challenges
- Connect your experience to their situation
Example:
I saw in your recent blog post that you're navigating GDPR compliance
while maintaining rapid growth. I've been there—at TechCorp, we built
our compliance framework from scratch while scaling 200% YoY. I know how
to balance growth with regulatory requirements.
Paragraph 4: Close Strong (2 sentences)
- Express genuine enthusiasm
- Suggest next steps
- Make it easy to respond
Example:
I'm genuinely excited about Acme's mission to democratize financial
services in Europe. I'd love to discuss how my experience can help you
hit your 2026 goals—are you available for a call next week?
Tools to Write Better Cover Letters
1. Pronto's AI Cover Letter Generator
Try Pronto to generate personalized cover letters that:
- Match your voice (not generic AI)
- Reference specific job requirements
- Highlight your most relevant experience
- Pass the "sounds human" test
2. The Read-Out-Loud Test
Read your cover letter aloud. If you wouldn't say it in person, rewrite it.
3. The Skim Test
Give it to a friend for 30 seconds. Can they tell:
- What role you're applying for?
- Why you're qualified?
- Why you want THIS job specifically?
If not, revise.
Real Example: Before and After
Before (Generic, Weak)
Dear Hiring Manager,
I am writing to apply for the Marketing Manager position at your
company. I have 5 years of experience in marketing and believe I would
be a great addition to your team.
In my current role, I manage marketing campaigns and work with
cross-functional teams. I am proficient in Google Analytics and SEO.
I am a hard worker and quick learner.
I look forward to discussing this opportunity with you.
Best regards,
Alex Johnson
After (Specific, Compelling)
Dear Sarah,
Your recent LinkedIn post about scaling Acme's content strategy caught
my attention—especially the challenge of producing high-quality content
while maintaining authenticity. I've solved this exact problem.
At ContentCo, I grew our organic traffic from 50K to 500K monthly
visitors in 18 months by building a scalable content system. The key
wasn't producing more content—it was creating a repeatable framework
that maintained quality at scale. We published 3X more content with the
same team size.
I noticed Acme is hiring its first Head of Content Marketing. Based on
your growth trajectory (congrats on the Series B!), you'll need someone
who can build systems, not just execute tactics. That's my specialty.
I'd love to share the specific framework I built at ContentCo and how it
could accelerate Acme's content goals. Are you available for a 30-minute
call next week?
Best,
Alex Johnson
Why it works:
- Personalized (mentions Sarah's LinkedIn post)
- Shows research (Series B, company goals)
- Demonstrates relevant achievement (50K→500K)
- Addresses their specific challenge (quality at scale)
- Clear call to action (30-minute call)
- Conversational tone
The Bottom Line
Your cover letter should answer three questions:
- Why this company? (Show you've done research)
- Why this role? (Connect to your goals)
- Why you? (Prove you can solve their problems)
Answer these in under 400 words, with specific examples and numbers, and you'll stand out from the 90% of applicants who submit generic templates.
Next Steps
- Generate a personalized cover letter with Pronto's AI
- Read our guide on ATS optimization
- Check out industry-specific tips
Pronto helps you write personalized cover letters that sound authentic, not AI-generated—saving hours while increasing your interview rate.