Do you really need a cover letter?
The data says yes:
- 83% of hiring managers say cover letters influence their decisions
- 45% will reject candidates who don't include one when requested
- But 72% of cover letters are generic templates that hurt more than help
A great cover letter does what your resume can't: it tells your story, shows your personality, and explains why THIS job at THIS company is the perfect next step.
A mediocre cover letter? It wastes everyone's time and raises red flags.
This guide shows you exactly how to write a cover letter that opens doors.
When You Need a Cover Letter
Always write one when:
- The job posting requests it (obviously)
- You're changing careers or industries
- You have employment gaps to explain
- You're relocating
- You're applying to a competitive role
- You have a referral or connection to mention
You might skip it when:
- Application explicitly says "optional"
- Applying through quick-apply systems that don't support it
- Job is extremely junior or high-volume hiring
General rule: When in doubt, include it. 83% of hiring managers read them.
The Cover Letter Formula
Every effective cover letter follows this structure:
Opening Hook (2-3 sentences)
↓
Why You're Qualified (1 paragraph)
↓
Why This Company (1 paragraph)
↓
Why Now / What's Next (1 paragraph)
↓
Strong Close (2 sentences)
Total length: 250-400 words (fits on one page with spacing)
Total paragraphs: 4-5
Total time to read: 60-90 seconds
Now let's break down each section.
Section 1: The Opening Hook
Goal: Grab attention immediately. Give them a reason to keep reading.
Format:
Dear [Hiring Manager's Name],
[Hook sentence that shows research + enthusiasm] + [Why you're reaching out]
Finding the Hiring Manager's Name
Don't use "To Whom It May Concern" or "Dear Hiring Manager" if you can avoid it.
How to find the name:
- Check the job posting (sometimes listed)
- Look at LinkedIn (search "[Company] [Department] Manager")
- Check the company's About/Team page
- Call the company and ask reception
- Use "Dear [Department] Hiring Team" if you can't find a name
Last resort: "Dear Hiring Manager" (acceptable but not ideal)
Hook Examples
Bad opening (generic):
I am writing to express my interest in the Marketing Manager position
at your company. I believe my skills and experience make me a strong
candidate for this role.
Why it fails: Could apply to any company, any role. Boring. No personality.
Good opening (specific):
Dear Sarah,
When I saw that Stripe is hiring a Product Marketing Manager to lead
European expansion, I immediately thought of my experience launching
fintech products across 6 EU countries at PayTech Solutions.
Why it works:
- Uses hiring manager's name
- References specific role and company
- Shows immediate relevance
- Hints at unique value
Great opening (hook + personality):
Dear James,
Your recent blog post about scaling Acme's content strategy while
maintaining authenticity resonated with me—especially since I solved
this exact problem at ContentCo, growing organic traffic from 50K to
500K monthly visitors in 18 months.
Why it's great:
- Shows you've done research (read their blog)
- References specific challenge they face
- Demonstrates you've solved this problem
- Includes impressive metric
- Creates instant credibility
Opening Formulas
Formula 1: The Referral
[Mutual connection] suggested I reach out about the [Role] position.
After learning about [specific project/initiative], I knew I had to apply.
Formula 2: The Research
I've been following [Company]'s journey since [specific milestone], and
I'm excited to see you're now [current initiative]. As someone who has
[relevant experience], I'd love to contribute to this next phase.
Formula 3: The Achievement Match
When I saw you're looking for someone who can [key requirement from job
posting], I knew my experience [specific achievement] made me a strong fit.
Section 2: Why You're Qualified
Goal: Prove you can do the job with specific examples.
Format:
1-2 paragraphs highlighting your most relevant achievements that match
the job requirements.
The STAR Framework (Adapted for Cover Letters)
Don't tell full STAR stories (save those for interviews), but use the Result-focused approach:
Formula: At [Company], I [action verb] [specific achievement] by [method], resulting in [quantified result].
Examples:
Generic (weak):
In my current role, I manage marketing campaigns and work with
cross-functional teams to achieve business goals.
Specific (strong):
At TechCorp, I grew organic traffic by 350% (40K → 180K monthly visitors)
by implementing a comprehensive SEO strategy and content engine, generating
$2.8M in attributed revenue.
What changed:
- Company name (context)
- Specific metric (350% growth)
- Actual numbers (40K → 180K)
- Method (SEO strategy, content engine)
- Business impact ($2.8M revenue)
Matching Job Requirements
Strategy: Pull the top 3-4 requirements from the job posting and address them directly.
Example:
Job posting requirements:
- 5+ years product management experience
- B2B SaaS background
- Experience with API products
- Data-driven decision making
Your paragraph:
Over the past 6 years, I've specialized in B2B SaaS product management,
with particular focus on API products. At ApiCo, I led the developer
platform team through a major redesign, reducing API response time by
60% and increasing developer adoption by 200%. I'm deeply data-driven—
every product decision I make is backed by user research, usage analytics,
and A/B testing. For the API redesign, I analyzed 500K API calls to
identify pain points and validated solutions with 50+ customer interviews.
Why it works:
- Addresses all 4 requirements
- Provides specific examples
- Quantifies achievements
- Shows methodology
Paragraph Structure Options
Option 1: Chronological (if recent role highly relevant)
In my current role as [Title] at [Company], I [achievement]. Before that,
at [Previous Company], I [relevant achievement]. This progression has
prepared me for [target role] because [connection to new job].
Option 2: Skills-focused (if changing careers)
While my background is in [current field], I've developed skills directly
applicable to [target field]. For example, [specific transferable
achievement]. Additionally, I've [second transferable skill example].
Option 3: Achievement-first (if you have one killer achievement)
My proudest achievement is [specific accomplishment]. [Expand with context,
method, results]. This experience taught me [key learning] and prepared me
for the challenges of [target role].
Section 3: Why This Company
Goal: Show you've done research and have genuine interest in THIS specific company.
Format:
1 paragraph demonstrating knowledge of the company and why you're excited
about this particular opportunity.
What NOT to Do
Generic praise:
I'm excited to work for an innovative company that values collaboration
and excellence.
Why it fails: Could describe any company. Shows zero research.
What TO Do
Specific connection:
I've been following Acme's evolution from SMB to enterprise since your
Series B announcement last year. Your approach to solving [specific problem]
through [specific product/feature] aligns perfectly with my belief that
[relevant philosophy]. I'm particularly excited about your European expansion
plans—having led EMEA growth at my previous company from $0 to $8M ARR,
I know both the challenges and opportunities you'll face.
Why it works:
- References specific company milestone (Series B)
- Shows understanding of product/approach
- Connects personal philosophy to company values
- Links experience to company's current priorities
- Demonstrates genuine knowledge and interest
Research Sources
Where to find company-specific details:
- Company blog: Recent posts, product updates, company news
- News articles: Funding, launches, expansions
- LinkedIn: Employee posts, company updates
- Glassdoor: Culture insights (read critically)
- Product/service: Use it if possible, reference experience
- Social media: Company voice, recent campaigns
Company Connection Formulas
Formula 1: The Product User
As a user of [Product] for the past [time period], I've been impressed by
[specific feature/approach]. When I learned you were hiring for [Role],
I knew I wanted to contribute to [specific aspect].
Formula 2: The Industry Observer
I've watched [Company] differentiate itself in the [industry] space through
[specific approach/strategy]. Your recent [initiative/launch] demonstrates
[insight about their strategy], which aligns with my experience [connection].
Formula 3: The Mission-Driven
[Company]'s mission to [mission] resonates deeply with me. Having spent
[X years] working on [related problem], I'm excited by the opportunity to
[specific contribution to mission].
Formula 4: The Growth Stage
The Series [B/C] stage is where I thrive. At [Previous Company], I joined
during similar growth (X employees → Y employees) and helped [specific
contribution]. I'm excited to bring that experience to [Company] as you
scale [specific area].
Section 4: Why Now / What's Next
Goal: Explain your timing and express clear interest in next steps.
Format:
1 short paragraph explaining why you're looking now (if leaving current role)
and expressing enthusiasm for moving forward.
If You're Currently Employed
Don't badmouth your current employer.
Bad:
I'm leaving CurrentCo because my boss micromanages and there's no room
for growth.
Good:
After 3 years at CurrentCo and growing the product from $2M to $15M ARR,
I'm ready for a new challenge. I'm specifically looking for [what you want]
that I see in this role at [Company].
Why it works:
- Positive framing
- Shows achievement at current role
- Future-focused
- Specific about what you seek
If You're Between Jobs
Be brief and honest:
Good:
Since leaving TechCorp in October, I've been selective about my next role.
I'm looking specifically for [criteria], which is why this opportunity at
[Company] stood out immediately.
If You're Relocating
Address it directly:
Good:
I'm relocating to San Francisco in March (family reasons) and am excited
to bring my [X years] of experience in [field] to the thriving tech scene
there.
Closing the Paragraph
Formula:
I'd love to discuss how my experience [specific area] can help [Company]
achieve [specific goal]. I'm excited about the possibility of contributing
to [specific initiative] and would welcome the opportunity to speak further.
Section 5: Strong Close
Goal: Call to action that invites next steps.
Format:
[Thank them] + [Express enthusiasm] + [Suggest next step]
Sincerely,
[Your Name]
Closing Examples
Weak close:
Thank you for your consideration. I look forward to hearing from you.
Sincerely,
John Smith
Why it's weak: Passive. No personality. Forgettable.
Strong close:
Thank you for considering my application. I'm genuinely excited about
the possibility of bringing my product management experience to Acme's
growth stage. I'd love to discuss how I can contribute to your 2026
roadmap—are you available for a call next week?
Best regards,
Sarah Martinez
Why it's strong:
- Thanks them
- Reiterates enthusiasm
- Specific reference (2026 roadmap)
- Confident call to action
- Warm sign-off
Sign-Off Options
Professional:
- Sincerely,
- Best regards,
- Respectfully,
Warm but professional:
- Best,
- Thanks again,
- Looking forward to connecting,
Avoid:
- Cheers, (too casual for most contexts)
- Yours truly, (outdated)
- XOXO, (obviously no)
Complete Cover Letter Examples
Example 1: Marketing Manager (Mid-Career)
Dear Sarah Thompson,
Your recent LinkedIn post about scaling Acme's content strategy while
maintaining authenticity caught my attention—especially since I solved
this exact problem at ContentCo, growing organic traffic from 50K to
500K monthly visitors in 18 months.
As Senior Marketing Manager at ContentCo, I built a content engine that
produced 3X more content with the same team size by creating repeatable
frameworks instead of one-off campaigns. The key wasn't volume—it was
building systems that maintained quality at scale. This approach drove
$2.8M in attributed revenue and reduced our CAC from $450 to $180.
Beyond content, I've managed $500K+ marketing budgets, led teams of 5+,
and pioneered our account-based marketing program that generated $4.5M
in enterprise pipeline.
I've been following Acme's growth since your Series B announcement last
year. Your evolution from SMB to enterprise mirrors a transition I've
guided before, and I'm particularly excited about your expansion into
European markets—territory where I've had success launching products
across 6 countries. What resonates most is your commitment to authentic
storytelling in an age of AI-generated content. That philosophy aligns
perfectly with my approach.
After 4 years at ContentCo, I'm ready for a new challenge where I can
own strategy end-to-end. I'm specifically seeking a role where I can
combine creative and analytical skills—which is exactly what this Head
of Content Marketing position offers.
I'd love to share the specific content framework I built at ContentCo
and discuss how it could accelerate Acme's goals. Are you available for
a 30-minute call next week?
Best regards,
Emma Rodriguez
---
emma.rodriguez@email.com | (555) 123-4567 | linkedin.com/in/emmarodriguez
Word count: 287 words Why it works:
- Opens with reference to hiring manager's content
- Quantifies achievements (50K → 500K, $2.8M revenue)
- Shows company research (Series B, SMB → enterprise)
- Explains why leaving current role
- Strong call to action (specific request)
Example 2: Career Changer (Teacher → Product Manager)
Dear Michael Chen,
When EduTech posted this Product Manager role focused on K-12 learning
platforms, it felt like the perfect intersection of my 6 years as a
middle school teacher and my growing passion for product development.
While my resume says "teacher," my experience is more accurately described
as "user researcher and product advocate." Over 6 years, I've identified
pain points in learning software (I used 15+ different platforms), proposed
improvements to vendors, and even built my own tools when existing products
fell short. Last year, I taught myself basic coding and created a classroom
management dashboard that 20+ teachers in my district now use. Most
importantly, I understand your users intimately—I've worked with 500+
students and observed how they interact with educational technology daily.
What excites me about EduTech is your user-first approach to product
development. Too many ed-tech companies build for administrators, not
teachers and students. Your recent blog post on involving actual teachers
in the design process resonated deeply—it's exactly how I believe products
should be built. I'm particularly interested in your new assessment
platform, having struggled with every assessment tool on the market.
I'm making this career transition deliberately. After completing Product
School's PM certification and building two side projects, I'm ready to
bring my unique perspective—deep understanding of education + product
skills—to a team that values both.
I'd love to discuss how my classroom insights could inform your product
roadmap. Could we schedule a call to explore how I might contribute to
your mission of improving K-12 education through better technology?
Sincerely,
David Kim
---
david.kim@email.com | (555) 987-6543 | davidkim.com/portfolio
Word count: 289 words Why it works:
- Addresses career change head-on
- Reframes teaching as transferable product skills
- Provides concrete example (classroom dashboard)
- Shows genuine product understanding (blog reference)
- Explains deliberate transition (certifications, projects)
- Highlights unique value proposition (teacher + PM)
Example 3: Recent Graduate
Dear Ms. Rodriguez,
As a UC Berkeley CS grad who spent the last two years building AI-powered
study tools used by 10K+ students, I'm excited about the opportunity to
bring both technical skills and user empathy to DataViz's Junior Product
Manager role.
My senior capstone project, StudyAI, became more than an assignment—it
became a product serving real users. I conducted 50+ user interviews to
understand student pain points, built an MVP using React and Python, and
iterated based on feedback. The most valuable lesson wasn't technical—it
was learning to balance what users ask for versus what they actually need.
When students requested more features, data showed they needed better
onboarding. Improving that single flow increased retention by 40%.
Beyond my capstone, I've been following DataViz since attending your
"Product Thinking for Engineers" talk at Grace Hopper 2024. Your framework
for data-driven decision making—hypothesis, measure, iterate—mirrors how
I approached StudyAI. I'm particularly excited about your new data
visualization platform for non-technical users, having struggled to explain
technical concepts to non-CS friends for years.
As a new grad, I know I have much to learn. But I also bring fresh
perspective, technical chops (React, Python, SQL), and genuine passion for
making technology accessible. I'm specifically seeking a first role where
I can learn from experienced PMs while contributing immediately—which is
why this junior position appeals to me.
I'd welcome the chance to discuss how my blend of technical skills and
user-focused thinking could contribute to DataViz's mission. Are you
available for a brief call in the coming weeks?
Best regards,
Jennifer Park
---
jennifer.park@email.com | (555) 234-5678 | github.com/jenniferpark
Word count: 286 words Why it works:
- Highlights relevant project with real users/metrics
- Shows product thinking beyond technical skills
- References specific interaction with company (conference talk)
- Acknowledges junior status honestly
- Demonstrates learning mindset
- Includes relevant links (GitHub)
Cover Letter Mistakes to Avoid
Mistake #1: The Generic Template
The error:
Dear Hiring Manager,
I am writing to express my interest in the position at your company...
Why it fails: Could apply to any company. Shows no research or genuine interest.
Fix: Use company name, specific role, and reference something unique about the opportunity.
Mistake #2: Repeating Your Resume
The error: Listing every job and responsibility from your resume in paragraph form.
Why it fails: Wastes their time. Doesn't add new information.
Fix: Your cover letter should tell the story BEHIND the resume. Focus on 1-2 key achievements that show you're perfect for THIS role.
Mistake #3: Focusing on What YOU Want
The error:
I'm looking for a role where I can grow my skills, advance my career,
and work with cutting-edge technology.
Why it fails: Focused on your needs, not their needs.
Fix: Focus on value you'll bring to them:
I can help you scale your infrastructure to support 10M+ users by bringing
my experience leading similar growth at ScaleStart.
Mistake #4: Too Long
The error: 600+ word cover letters that span multiple pages.
Why it fails: No one has time to read it.
Fix: Keep it to 250-400 words. One page maximum.
Mistake #5: Obvious AI Generation
The error:
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: Robotic language. Hiring managers recognize generic AI patterns.
Fix: If using AI to draft:
- Heavily edit output
- Add specific personal details AI doesn't know
- Read aloud—if it doesn't sound like you, rewrite
- Remove flowery language
Mistake #6: Typos and Errors
The error: "I am detail-oriented" [contains 3 typos]
Why it fails: 58% of hiring managers reject candidates for typos.
Fix:
- Proofread 3+ times
- Use Grammarly
- Read aloud
- Have someone else review
Mistake #7: Negative Language
The error:
Although I don't have direct experience in healthcare, I'm a quick learner...
Why it fails: Highlights weaknesses instead of strengths.
Fix: Focus on transferable skills:
While my background is in fintech rather than healthcare, both industries
face similar regulatory challenges. My experience navigating GDPR compliance
directly applies to HIPAA requirements.
Cover Letter Checklist
Before sending, ensure your cover letter:
Format:
- One page maximum
- 250-400 words
- Professional font (Arial, Calibri, 11-12pt)
- Your contact info at top or bottom
- Addressed to specific person (not "To Whom It May Concern")
- Saved as PDF with professional filename (FirstName-LastName-CoverLetter.pdf)
Content:
- Opening references specific company/role
- Shows you've researched the company
- Highlights 1-2 relevant achievements with metrics
- Explains why THIS company excites you
- Addresses any potential concerns (career change, relocation, etc.)
- Clear call to action in closing
Quality:
- Zero typos or grammatical errors
- Sounds like you (not generic AI)
- Specific, not generic
- Enthusiastic but professional
- Passes the read-aloud test
Customization:
- Company name correct (not copy-paste error from another application)
- References specific job requirements
- Tailored to this exact role
- Mentions specific company initiatives, products, or values
Using AI for Cover Letters
AI tools like Pronto can help, but you must edit heavily.
The Right Way to Use AI
1. Provide specific input
Bad prompt: "Write me a cover letter for a marketing job"
Good prompt: "I'm applying for Senior Marketing Manager at Acme Inc. I
currently work at TechCo where I grew organic traffic from 40K to 180K
monthly visitors and generated $2.8M in attributed revenue. Acme just
raised Series B and is expanding to Europe. I led EMEA expansion at my
previous company. Help me write a compelling opening paragraph."
2. Use AI for structure, not content
- Let AI suggest structure
- Provide all specific details yourself
- Use AI to improve phrasing
- Never copy-paste raw AI output
3. Heavily personalize
- Add details only you know
- Adjust tone to match your voice
- Remove flowery AI language
- Insert specific anecdotes
Pronto's Approach
Pronto generates cover letters by:
- Analyzing the job description
- Matching your resume to requirements
- Highlighting relevant achievements
- Maintaining your authentic voice (not generic AI tone)
Still requires: Your review, personalization, and final approval.
The Bottom Line
A great cover letter in 2026:
Shows research:
- References specific company details
- Demonstrates understanding of role
- Connects your experience to their needs
Proves qualifications:
- 1-2 specific, quantified achievements
- Addresses key job requirements
- Shows relevant skills and experience
Demonstrates fit:
- Explains why THIS company
- Shows culture alignment
- Genuine enthusiasm
Stays concise:
- 250-400 words
- One page
- Easy to scan
Most important: Your cover letter should answer "Why should we interview you for THIS specific role?" If it doesn't, revise until it does.
Next Steps
Ready to write a standout cover letter?
- Generate a personalized cover letter with Pronto - AI-powered but authentically you
- Read our guide on cover letter mistakes - Learn what NOT to do
- Optimize your resume with our resume tips - Pair your letter with a great resume
- Master interview preparation - Get ready for the next step
Pronto writes personalized cover letters that sound authentic, not AI-generated—by analyzing job descriptions and highlighting your most relevant achievements. Save hours while increasing your interview rate.