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state the position you are applying for
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state where you heard about the position
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clearly state the needs of the employer
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state how you can contribute to the needs of the employer.
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state some basic knowledge of the company, and some knowledge of the job within the company
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Don't be timid, this is a time to sell your self. Don't be overconfident either.
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Make sure your cover letter should be 1 page long or less.
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Use the basis business letter format
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state why you want to work for the company
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state when you plan to call to make an appointment for an interview