A cover letter is often over looked and can be a vital tool in your job search process. A well-written cover letter should highlight pertinent information and pinpoint qualifications that directly correlate with the position for which you are applying.

Spend some time thinking about the layout of your letter and how you would like it to flow. It should have logical progression. It should not be a repeat of your resume—be sure there is ‘white space’ so that it is easy on the eyes. Your cover letter should be an introduction of yourself and an argument for why you are the best candidate for the position and their company.

Here are some tips for writing a cover letter:

Make a statement. This is your first chance to make a lasting impression. Think of your cover letter as an advertisement for you and your skills—make it memorable.

Customize it. Your information and qualifications should be customized into the cover letter. Show that you have done your homework on the company and incorporate the relevant information. Form type cover letters suggest that you have not put forth much effort and that you are broadcasting your resume to every employer in town.

Avoid clichés. Nearly all candidates promise “excellent written and verbal communication skills”, and the ability to “think outside the box” and “juggle multiple tasks”. You need to make your cover letter stand out—demonstrate your skills through a well-written cover letter.

Avoid negatives. Don’t try to explain why you left an employer or there is a gap in your employment. Save this for the interview where you can deliver the information in person and provide appropriate feedback.

Avoid salary history. If the position specifically asks for the information, give a historical range, and state that your salary requirements are flexible based on the opportunities that the position will provide.