The first rule of cover letters: Never use a generic cover letter with only: "To Whom It May Concern." With tons of work on your desk, would you be interested in such a mass mailing? You would probably consider it junk mail, right? You would be much more likely to read a letter that was directed to you personally and so would human resources professionals.

The second rule: Every résumé sent by mail or fax needs a personalized cover letter even if the advertisement didn't request a cover letter.

The third rule: Résumés sent by e-mail don't need a cover letter. Use only a quick paragraph with three to five sentences telling your reader where you heard about the position and why your qualifications are a perfect fit for the position's requirements. E-mail is intended to be short, sweet, and to the point.

This guide will address several cover letter types. A letter to a recruiter requires different information than a letter in answer to an advertisement. A targeted cover letter that tells a story and captures your reader's attention is ideal when possible, but such letters aren't always practical.

Before we get into specific styles, let's cover some general rules that apply to most cover letters. The sample cover letters demonstrate most of these rules.

1. Customize each cover letter with an inside address (do not use "to whom it may concern").

2. Personalize the greeting (Dear Ms. Smith). Try to get the name of a person whenever possible. A blind advertisement makes that impossible, but in other cases a quick telephone call can often result in a name and sometimes a valuable telephone conversation. When you can't get a name, use Dear Recruiter, Dear Hiring Manager, Dear Search Committee, or Dear Sir/Madam.

3. Mention where you heard about the position so your reader knows where to direct your résumé and letter. The first paragraph of your cover letter is a great place to state (or restate) your objective. Since you know the specific job being offered, you can tailor your objective to suit the position.

4. Drop names in the first paragraph if you know someone in the company. Hiring managers take unsolicited résumés more seriously when they assume you were referred by one of their employees or customers.

5. The second paragraph (or two) is the perfect place to mention specific experience that is targeted to the job opening. This is your "I'm super great because" information. Here is where you summarize why you are absolutely perfect for the position. Really sell yourself. Pick and choose some of your experience and/or education that is specifically related to the company's requirements, or elaborate on qualifications that are not in your résumé but apply to this particular job. If you make mention of the company and its needs, it becomes immediately obvious that your cover letter is not generic. Entice the reader to find out more about you in your résumé. Don't make this section too long or you will quickly lose the reader's interest.

6. The closing should be concise. Let the reader know what you want (an application, an interview, an opportunity to call). If you are planning to call the person on a certain day, you could close by saying, "I will contact you next Tuesday to set up a mutually convenient time to meet." Don't call on Mondays or Fridays if you can help it. If you aren't comfortable making these cold calls, then close your letter with something like: "I look forward to hearing from you soon." And remember to say, "Thank you for your consideration" or something to that effect (but don't be obsequious!).