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I just stumbled upon this today via an email newsletter. Seems like good advice to me:
https://www.ideo.com/blog/an-ideo-recruiters-5-tips-for-writing-a-better-cover-letter
Do you actually want the job? In your cover letter, talk about why. Talk about what you’ve done that will help you be successful in the job. Talk about why you want to be at that company, why you think they’re different from whoever else and why they’re exactly what you’re looking for and where you’ll shine. The only cookie cutter stuff might be how you start and end the letter, but the middle should be all you and your voice.
What can you do for them? I've seen too many cover letters that talk about how great the company is, and how they can really inspire you, but they're not trying to sell themselves to you, and they already think they're great. They're looking for someone who can bring them what they need.
I disagree with the front having to be cookie cutter per say. Start off the bat with a campaign the company is doing that jazzes you or why you’re passionate about the industry. Then lead into why you’re a fit (experience +passion). I’ve seen bullet points work really well for the meat of a cover letter. Use them to either illustrate key tasks that put you at the forefront for this job (yes, like your resume but as a compliment) or bullet points to outline a campaign you’ve done (strat, creative, results). Then solid ending as to why again you love the company you think you can help. Maybe even include an idea
Sum up the entire letter in the first paragraph. Expand upon each point in the following paragraphs.
Start off with it being cookie cutter and then revise it to bring about any personality traits.
Unless you are a skilled copywriter I would shy away from anything gimmicky. Try to give them a sense of what makes you great beyond your career skillset.
It's about showing your personality and what value you will bring to the organization. Do some research on their clients. Show you care.