What are the three golden rules in writing the cover letter?

Most cover letters are ignored not because they’re badly written, but because they’re forgettable. A good one doesn’t just repeat your CV, it persuades. Whether you're applying for a dream job or testing the market, getting your cover letter right gives you a sharper edge than most people realise.

At LetterLab, we’ve written hundreds of successful cover letters for clients across every industry. And if there's one thing we’ve learned, it’s this: the best ones follow these three golden rules.

1. Make it about them, not just you

Yes, the letter is about your application, but the story should be their priorities.

Employers are scanning for one thing: “Can this person help us solve our problem?”

So instead of rehashing your CV, tailor your letter to show:

• You understand what the company is trying to achieve

• Your skills and experience directly support that

• You’ve done your research and you’re not just blanket-applying

  
  

According to srmrecruitment, employers increasingly prioritise applicants who demonstrate alignment with company values and culture, not just technical ability.

Practical tip: Use the job description to pick out specific phrases or responsibilities and mirror their language naturally in your own.

2. Tell a short story that shows what you bring

Rather than listing traits (“I’m reliable, adaptable and proactive…”), show them in action. A quick example can be worth a paragraph of waffle.

Here’s how:

Instead of: “I’m excellent under pressure”

Try: “When a client’s order system failed two hours before their biggest annual event, I worked with our tech and logistics teams to rebuild it in time and kept them as a customer.”

In fact, behavioural science research from theprofessorisin found that narrative-driven cover letters are more likely to capture attention and convey credibility than those relying on generic phrases.

Practical tip: One solid, specific story beats a dozen empty adjectives. Show, don’t tell.

3. End with confidence, not clichés

Don’t trail off with “I hope to hear from you soon.” Say what you want.

“I’d welcome the opportunity to speak about how I can help your team deliver on its 2025 expansion plan. I’m available for an interview at your convenience.”

This isn’t pushy, it’s professional.

The UK’s National Careers Service recommends using active, confident language to show initiative, a key trait employers seek in strong candidates (source).

Practical tip: Keep your tone warm, but end on a note of initiative and clarity.

Real-life example: One cover letter, one quick turnaround

A recent LetterLab client was applying to a managerial role after years in a more junior post. She didn’t think her CV stood out, but her letter focused on a company problem she knew how to solve and backed it up with a story.

They called her within 48 hours.

Struggling with your own letter?

At LetterLab, our cover letter writing service isn’t just about writing it for you, it’s about helping you understand how to position yourself effectively.

Our cover letters follow guidance in line with ACAS and CIPD principles on effective workplace communication, blending clarity with professional impact.

Whether you need a full letter from scratch or a quick rework, we’ll make sure your story lands the right way.

Visit LetterLab’s Cover Letter Service to get started.