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A well constructed cover letter is one that sells the concept that you're a good fit for the company to which you're applying. In order to devise a winning sales pitch for your letter, you need to understand what makes the company tick (its products, history, market standing, goals, challenges, mission statement, industry, clientele, corporate culture, etc.).

Good places to research company information include:

      • The ASX /FTSE/NYSE/NASDAQ/DAX database.
      • Dun and Bradstreet 40000 Australian companies.
      • The Business sections of The Age, The Sydney Morning Herald, The Financial Review and all the business and financial magazines.
      • Your prospective employer's company literature.
      • Your professional and personal network

A company website will generally provide enough information and executive profiles to ensure you are completely briefed. Check to see if the company has information posted on this site by searching their company name in 'My Broadcast', 'Advertisers' . Other information more specific to their employment practices etc may be found here.

Because time is money the initial impact must be good enough to grab the employer’s attention right away with the first sentence of your letter. The point of your introduction phrasing is to engage the decision maker or executive who may have the influence you need.

The result must be impactful enough to cause an immediate positive reaction. The phrase you want to cause is something like, "OK! I think this is the sort of person we want around here”, or “Here's the sort of person I want on the team” or “This is a person who knows what they are talking about!" If you can achieve this kind of response, you already have your target wanting to meet you.