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“Word bullets” are a way to make your cover letter stand out. Word bullets (which can be used with regular bullets), also break up the text and are excellent for spotlighting words or phrases from the ad or job posting you’re responding to. By pulling these words out of the ad, you can focus your letter sharply on how you meet the requirements that relate to those words. See an example of a letter that uses word bullets.

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Consider using bullets in your cover letter to make it more reader-friendly. Bullet points can break up the text of your cover letter and draw the reader’s eye to your most compelling selling points. Be sure you don’t re-hash your resume’s bullet points. And unlike bullet points on a resume, those on a cover letter should either be in complete sentences (instead of clipped, “telegraphed” resume language) or should complete the sentence that leads into the bulleted list.

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Think most hiring managers don’t read cover letters? The perception that cover letters aren’t important anymore is likely fed by the fact that some online job boards don’t have a mechanism for submitting cover letters. But a study by CareerBuilder.com of 290 hiring managers across the U.S. revealed that 66 percent prefer an appropriate cover letter with the resume. Since you don’t know which two-thirds of hiring managers like cover letters and which third don’t, you need to always include a cover letter with your resume.

Further breaking down that 66 percent, author and career guru Wendy Enelow points out that 33 percent of all recipients ALWAYS read the cover letter first; the other 33 percent glance at the cover letter after they’ve read the resume. Therefore, says Enelow, “Your letter must immediately communicate your value to an organization, for you never know which 33 percent will receive it.”

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A recent University of Washington study reveals something about job-seekers: it’s better to flatter than to brag. The study looked at job-seekers and the recruiters who interviewed them. People who flattered the interviewer received higher ratings than those who expounded on their merits.

They received those ratings because interviewers believed they shared their beliefs and attitudes, indicating a potentially good fit at the company.

Ingratiating yourself to employers through appropriate levels of flattery (nothing obvious or obnoxious, of course) may help you more than your own impressive credentials.

You can deploy flattery in a cover letter as well as in an interview. Take a paragraph of your letter to show the reader you’ve researched the employer — and based on that research, you have great admiration for the organization and its mission, values, products, services, or other aspects.

— Adapted from the Echo newsletter from Communispond

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Do you know the 7 Elements of a Highly Effective Cover Letter? Find out.

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Avoid such phrases as “I feel” and “I believe.” Your statements will be much stronger without them. It’s best to either leave off the qualifier or use a stronger qualifier, such as “I am confident,” I am convinced,” or “I am positive.” Read more.

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Avoid rambling on too long in your cover letter or telling the story of your life/career. Keep you letter as brief as possible. Never, never more than one page. Keeping to four or five paragraphs of no more than three sentences each is a good guideline. Using bullet points in the letter is a good way to break up blocks of text and interest the reader. Some job-seekers tend to use their cover letters to provide a narrative of their life or career. That’s not what the letter is all about; it’s a marketing tool that should focus on the qualifications that will sell you to the employer. Your letter should answer the question that the employer will be asking while reading the words you’ve written: “Why should I hire this person?” Answer with your Unique Selling Proposition . Use simple language and uncomplicated sentence structure. Ruthlessly eliminate all unnecessary words.

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Be sure to specifically tailor your letter to the job you’re applying for. If you’re answering an ad or online job posting, the specifics of your cover letter should be tied as closely as possible to the actual wording of the ad you’re responding to. In his book, Don’t Send a Resume, Jeffrey Fox calls the best letters written in response to want ads “Boomerang letters” because they “fly the want ad words — the copy — back to the writer of the ad.” In employing what Fox calls “a compelling sales technique,” he advises letter writers to: “Flatter the person who wrote the ad with your response letter. Echo the author’s words and intent. Your letter should be a mirror of the ad.” Fox notes that when the recipient reads such a letter, the thought process will be: “This person seems to fit the description. This person gets it.”

A particularly effective way to deploy the specifics of a want ad to your advantage is to use a two-column format in which you quote in the left-hand column specific qualifications that come right from the employer’s want ad and in the right-hand column, your attributes that meet those qualifications. The two-column format is extremely effective when you possess all the qualifications for a job, but it can even sell you when you are lacking one or more qualification. The format so clearly demonstrates that you are qualified in so many areas that the employer may overlook the areas in which you lack the exact qualifications. See a sample letter in a two-column format.

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Don’t rehash your resume in your cover letter. You can use your cover letter to highlight the aspects of your resume that are relevant to the position, but you’re wasting precious space — and the potential employer’s time — if you simply repeat your resume.

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Typos, misspellings, and incorrect grammar/punctuation can be fatal in a cover letter (resume, too). Your letter reflects your ability to write and communicate. Be sure your document is letter-perfect before sending it out. Proofread your letter. Put it down and proof it again a few hours later with a fresh eye. Then enlist a friend to review it for errors.

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