Although job seekers often give cover letters short shrift, it's important to spend the needed time to write a good one. It might make the difference in moving you along in the job-hunting process. After all, resumes are sent out by the millions, but a good cover letter is a rarity.

So, what do you do? The best advice is to customize each cover letter to the job being sought. It's not sufficient to write a one-size-fits-all letter. As you begin, make sure to address each letter to the correct person. When someone writes to us and doesn't take the time to get our names correct, it leaves a sour taste in the mouth. Don't make this common but unnecessary mistake.

Next, detail three points about what you have to offer the company. If you're responding to advertisements in publications, you can do this easily by matching your skills and experience to the qualifications listed. For example, if an ad says, "candidates must be able to plan, coordinate and implement intensive fund-raising programs," list an example from your work history that shows where and how you did this. If sending an unsolicited letter, do some homework to find out what's expected or needed in the job. Then write about how you match or exceed those requirements. Don't try to cover more than three points, as your letter will become too long and may put off the reader. Keep it professional, but don't be afraid to let some measure of your personality shine through. We think it's better to err on the side of creative flair rather than to opt for a canned message, which isn't likely to please the reader.

Close your letter by addressing when you plan to follow up with the next contact so the reader knows what to expect. Finally, if you're a bold sort, consider sending the letter without the resume and see what kind of response you get.