You know that next job of yours? Yes, that’s right, the really amazing one with the brilliant co-workers, cool boss, and fresh, free snacks in the office vending machine? That one.

You know how you’re going to land it? By quickly showing your future employer that:

a) You’re going to perform incredibly well in this job.
b) You’re insanely likable.
c) You’re really going to fit in around there.

These are the three primary factors that influence the selection process. The person who wins that great job will be the one who shows the decision makers, quickly, that he or she is all three of those things. And you have an amazing opportunity to begin planting these seeds right from the introduction, à la your cover letter.

Most people squander the opportunity. Instead of using their cover letter real estate to their massive advantage, they toss over bland, cliche-filled, or completely-redundant-to-the-resume clunkers. Or worse, they showcase all the things that they want out of the deal, without pausing for a moment to recognize that the company cares a heck of a lot more about what it’s going to get from you.

As a recruiter, it pains me to read most cover letters, because the vast (and I mean vast) majority of them stink. Knowing this should inspire you even further to create a brilliant one. Because, let me tell you, on those rare occasions an amazing cover letter crosses my desk? Mamma mia. It makes my day, and it most certainly influences my interest in its author.

So, how do you pull off a killer cover letter, one that conveys passion and talent and that makes the recruiter or hiring manager’s day? Make sure you do all of these things.

1. Tell Them Why, Specifically, You’re Interested in the Company

Decision makers never want to feel like you’re wallpapering the universe with the same pathetic cover letter. They want to feel special. And so, you need to make it clear that you’re approaching this organization for very specific reasons. And ideally, not the same very specific reasons that everyone else is giving.

Example: Try a high-personality lead in like this: “Having grown up with the Cincinnati Zoo (literally) in my backyard, I understand firsthand how you’ve earned your reputation as one of the most family-friendly venues in the State of Ohio. For 20 years, I’ve been impressed as your customer; now I want to impress visitors in the same way your team has so graciously done for me.”

2. Outline What You Can Walk Through the Doors and Deliver

This isn’t you making a general proclamation of, “Hey, I’m great. I swear!” You need to scrutinize the job description and use whatever other information you’ve gathered about the opening, determine the key requirements and priorities for this job, and make it instantly clear to the reviewer that you can deliver the goods on these key things.

Example: Consider crafting a section within the letter that begins with, “Here’s what, specifically, I can deliver in this role.” And then expound upon your strengths in a few of the priority requirements for that role (they’re typically listed first on the job description or mentioned more than once).

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