Cover letters seem to be a hot topic of conversation these days. There are so many questions out there about how to write them, if recruiters and employers read them (they do), and whether they’re even necessary at all (they are).

The truth is, sometimes – maybe even often – cover letters don’t get read. But sometimes they do. And unless you can know with absolute certainty whether or not yours will be read each time you apply, it’s probably best to play it safe.

Having a cover letter also tells recruiters and hiring managers that you are interested enough in the position to make sure you’re fully prepared. It says that you’re the type of professional who takes things seriously, completes tasks, and understands the importance of getting the job done right.

So how do you write a cover letter that’s effective, eye-catching, and tells the reader exactly why you’d be perfect for the position?

I won’t pretend to have all the answers, but here are a few tips I follow to make sure my clients have success.

• Include your Name and Contact Info

Make it as easy as possible for recruiters and hiring managers to contact you. At the very least it should include your name, phone number, and email address. There’s no need to list more than one number, and no need to designate whether it’s ‘home’ or ‘cell’. The email address you use should be a professional one, and one that matches your name as closely as possible.

It may also be beneficial to include your address (or just a city and state) and/or your LinkedIn url (make sure this is edited to your name, and not just a string of letters and numbers).

I like to use the same header on a cover letter that I do on the resume. This creates a consistency and solidifies the job seeker’s ‘brand’ from document to document.

• Include Specific info for the Hiring Manager

I get it. Sometimes you honestly can’t find out who the decision-maker is for a position. But most of the time you can, and it really does benefit you to put in the effort to try to find it.

Sometimes it’ll be listed on the job posting (though that’s becoming less and less common). Sometimes you can find the head of HR on a company’s website.

Other times you may want to call the company and say something as simple as, “Hi, I’m interested in applying to the (such-and-such) position listed on (your website/indeed/etc.). Would you be able to tell me who I should address the cover letter to?”

All of these actions show that you’re resourceful and you know how to get a job done, even if the solutions aren’t readily apparent.

• Use the Job Description / Posting as a “Cheat Sheet”

With online Applicant Tracking Systems as prevalent as they are in the hiring process these days, it’s important that your cover letter be targeted as closely as possible to the job description. This will help ensure that you catch the attention of both the ATS and the hiring manager.

Don’t worry. This doesn’t mean you have to start ‘from scratch’ every time. You can create a general cover letter that you can update for each new position to which you apply. You can add or switching out specific achievements, pieces of content, bullet points, etc. in order to best match the position requirements.

• Cite a Specific Day to Follow Up (and Then Actually Do It)

Toward the end of your letter, close up by stating that you will follow up with them on a certain day to request an appointment to further discuss how your qualifications meet their needs. And then actually follow through on your word.

I know it can be awkward to pick up the phone, call a stranger, and try to “sell” your qualifications to them. But if they’re actively hiring and you’ve effectively done your job in the resume and cover letter, they’ll likely be happy to arrange an interview.

Always be respectful of their time. Show them through your words and actions that you know their time is valuable, and you appreciate them spending some of it on you.

• Keep the Focus on Them

To (loosely) quote a timeless piece of advice from President John F. Kennedy: “State not what the company can do for you, but what you can do for the company.” The best way to endear yourself to a recruiter or hiring manager is to demonstrate your value as it relates specifically to their needs.

Submitting a boiler-plate cover letter every time won’t work. But by understanding the best ways to be effective, you can make small tweaks each time that create a big difference in the end result.