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I would be very direct and get to the point right up front regarding why you want the job. Also, try to find the right person to address the cover letter to and use their personal name. This always goes far in a cover letter because it demonstrates initiative and professionalism. The goal is to really make a case for why you deserve a job interview, so answer any questions that your resume can't answer. This could be a gap in your employment, or it may be how passionate you are about the industry you're in.

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