Sounds simple enough, however developing such a letter requires thought, strategy and skill. Similarly, with the AIDA marketing approach, you are aiming to grab the reader's Attention; create Interest; transform the interest into Desire (they want/need your expertise); and desire into Action (call you in for an interview).
A cover letter should be tailored to each position you are applying for in order to portray a message specific to the stipulated criteria. Do not develop a standard cover letter with gaps that you photocopy and fill in by hand prior to sending off your resume. This demonstrates extreme laziness on your part in that you have not bothered to dedicate any time in developing a letter for that particular role.
When creating a cover letter, ensure you devote as much time as you did in the development of your resume. This is the first document the reader views; it's your initial handshake and introduction and, unfortunately, if it fails to captivate interest your resume will probably not be given the attention it deserves. Similarly, as with your resume, your letter is aiming to position yourself way above your competitors by highlighting your most notable accomplishments and experience that directly relates to the position.
Ensure your letter is succinct and incorporates hard-hitting dynamic wording to grab and contain the reader's attention. Perhaps while researching the company (via its website) you will be able to incorporate some of this information, particularly if you can contribute your skills directly to a particular area.
