How to produce a cover letter that gets you noticed

Imagine that, like an actor, you have your own personal agent. When you apply for a job, the agent goes to meet the employer on your behalf. He gives them a quick idea of who you are, your background and why you're the best person for the job. The employer is suitably impressed and promptly invites you for interview.

Unfortunately, the luxury of a personal agent giving our services the hard sell is something we're never likely to experience. However, thinking about how somebody else might promote you is a good way to start considering the covering letter that you send out with your CV. It has to introduce you, explain why you're a suitable candidate, and make that all important link between your CV and the advertised vacancy.

You'd expect your agent to dress smartly, wouldn't you? So for a start, your letter needs to look professional, being typed or printed in a simple font on good quality paper. If you're not sure what to do with the layout, pay somebody else to do it for you. Alternatively, word processing programs usually have letter templates you can use, with different layouts for different purposes.

Of course, just as you can get well-dressed agents who can't do their job properly, the effectiveness of your letter will depend on its content. Here are some golden rules that will hopefully steer you towards achieving great results.

Always include your own contact details, the name and address of the person you're writing to, the date, and the job reference number (if there is one). Always try to address your letter to somebody by name. You can always phone and check who this should be. Present their name properly, as well as their title. If you can't obtain a name, address your letter "Dear Sir or Madam".

In the first paragraph, mention the information that you're enclosing, whether this is an application form or your CV. This will make you appear efficient and organised.

In paragraphs two and three, focus on the job itself. You need to mention vital requirements of the job description and then match them to the skills, experience and personal qualities you're offering. Summarise at this point - more details are provided in your CV, remember. A handy technique to convey your understanding of the vacancy is to use key phrases from the job description. But don't go over the top - this must still sound like your own thoughts and words.

It's a good idea to mention your personal qualities at this point. Don't let modesty prevent you from mentioning your strengths. Are you highly organised? Motivated by challenges? A good communicator? Happiest when working with the public? This is when you can give the employer an insight into your personality and characteristics as an employee.

Sell yourself! Always make positive statements. Never apologise for lack of experience, as you will only draw attention to it.

Finally, close the letter, saying you're available for interview and that you look forward to hearing from them. If you know the person's name, sign 'Yours sincerely'. If you don't, use 'Yours faithfully'. Type your name and sign it as well.

One last point: never use the same letter for different applications. Rewrite it each time, tailoring it to the job in question.

And that's all there is to it! Once you get the hang of it, it's not too difficult. Just remember that imaginary agent and you won't go far wrong.