The cover letter is a component to a strong application package, but applicants can often shoot themselves in the foot. A common mistake tends to occur when candidates try to follow good advice in the wrong way. One such piece of advice is that we should do all we can to "sell ourselves." However, many misconstrue this practical point and end up sounding a little too arrogant or sometimes even naive. 

Selling yourself by not selling yourself

The best way to sell yourself is by highlighting favorable aspects of your character through your resume, portfolio, and cover letter. You don't want to try and do this by telling a prospective employer how great you think you are. Some common statements that go along this line look like this:

• "I know I will be the perfect fit for this organization..."
• "I am the best in my field at..."
• "This organization needs my help..."
• "When I begin working for you, I will..."

We could go on, but the tone here comes off overly confident and arrogant, and honestly — at least for me — don't display qualities of someone I'd like to spend the majority of my day with. Instead, simply outline your good work through your application. 

A better approach

Your cover letter should be used to highlight how your experience aligns with the opportunity you are responding to. You can put all of your awards and achievements on your resume, but the cover letter is an opportunity for you to show a bit of your personality. 

Maybe you mention how the mission of the company aligns with your interests and passions, or maybe you reflect on a recent project the prospective employer just completed. There are many ways you can be professional, confident, and thoughtful without being "salesy."

Instead of writing, "I am the best candidate for this job. I look forward to your positive response" — yes, people write this — you could say, "If my experience and aptitude seem to align with what the company is looking for, I'd love to schedule an interview to learn more about the opportunity."

If you compose a good cover letter and overall application package, the employer will notice it. You don't have to tell them your work is good. All you have to do is show them your good work.