Cover letter
How to Start a Cover Letter: Opening Lines That Get Read
Start a cover letter with the role you're applying for and one specific reason you want it, such as something the company recently did, a referral, or a result that matches the posting's main ask. Do it in the first one or two sentences, and skip "My name is" or "I am writing to apply".
Key takeaways
- A strong cover letter opening names the role and gives one specific reason for applying in the first one or two sentences.
- The most effective cover letter openings use a detail only this company has, such as a recent campaign, launch or change in direction.
- A referral belongs in the first sentence of a cover letter, because it's the fastest reason for a reader to keep going.
- Cover letters don't need to open with "My name is" or "I am writing to apply", because the name and the purpose are already clear.
- Opening with a result works when that result matches the posting's main ask closely.
Download all 6 templates (Word) Opens in Google Docs too.
How do you start a cover letter?
Start a cover letter by naming the role and giving one specific reason you want it, in the first one or two sentences. The reason should be something that only fits this company: a campaign you noticed, a product they launched, a change in how they talk to customers, or the person who referred you. That tells the reader straight away that the letter was written for them.
The greeting comes first, on its own line. If you’re unsure what to put there, see how to address a cover letter.
The opening formula
A cover letter opening has two parts:
- The role. “I’m applying for the Content Marketing Manager role at [Company].”
- One specific hook. A company detail, a referral, or a result that matches the main ask, and a few words on why it matters to you.
That’s all it needs to do. The proof comes in the next paragraph, so the opening can stay short.
Cover letter opening lines for marketing jobs
These openings cover the most common situations. Use them as a starting point and put them in your own words: the detail you noticed and the way you’d describe it to a friend are what make an opening sound like a person.
When you noticed something about the company
I'm applying for the Brand Manager role at [Company]. Your [recent campaign / rebrand / launch] stood out to me because [one specific detail, e.g. it dropped price-led messaging for product stories], which is the shift I led at [Current company] last year.
When someone referred you
[Referrer's name], who works on your [team], suggested I apply for the Growth Marketing Manager role. We worked together at [Company], where I [one-line result], and [referrer's first name] thought my experience in [area] fits what your team is building.
Mention the referral only if your referrer has agreed to it.
When a result matches the main ask
Your posting for a Lifecycle Marketing Manager asks for someone who can grow retention through email and SMS. At [Current company], I rebuilt our onboarding flows and lifted [metric, e.g. 90-day repeat purchase rate] from [X]% to [Y]% in [timeframe].
When you use the product or follow the brand
I've used [Product] for [how long / for what], and I'm applying for the Social Media Manager role because I think [specific observation about their social content and what it could do next].
When you’re changing careers
I'm applying for the Marketing Coordinator role at [Company]. After [number] years in [previous field], where I [transferable result, e.g. ran the newsletter for 4,000 customers], I've moved into marketing full time, and your focus on [their area] is where I want to build.
Our career change cover letter page has a full example.
When you’re applying for your first job
I'm applying for the Marketing Assistant role at [Company]. This semester I [project, e.g. ran paid social for a campus event and sold out 300 tickets], and I'd like to do that work full time on a team that [something specific about the company].
What’s the best first sentence for a cover letter?
The best first sentence names the role and points straight at something specific: “I’m applying for the SEO Manager role at [Company], and your move into [new market] is exactly the kind of growth problem I’ve worked on for three years.” It’s specific, it’s about them, and it gives a reason to keep reading.
Cover letter openings to avoid
Some openings use up the reader’s first few seconds without telling them anything new. Each has a simple fix.
| Instead of | Try |
|---|---|
| “My name is Alex Smith and I am applying for…” | “I’m applying for the [Role] at [Company].” Your name is already at the top. |
| “I am writing to express my interest in the position of…” | Name the role and add the hook in the same sentence. |
| “I saw your posting on LinkedIn.” | Say why the role caught your attention, not where you saw it. |
| “I am the perfect candidate for this role.” | Show it with one result instead. |
| “Ever since I was a child, I’ve loved marketing.” | Open with something recent and specific to this company. |
| “To whom it may concern,” | “Dear [Name],” or “Dear [Team] Hiring Manager,”. |
How do you find a hook in twenty minutes?
You can find a good hook by looking at what the company has published in the last few months. Check their newsroom or blog, their last few social posts, any recent campaign, a product launch, or a change on their homepage. Pick one thing and say, in a sentence, what you noticed and why it connects to your experience.
Our guide to researching a company lists more places to look. Write the hook down now, even roughly; it’s easier to polish a real observation than to invent one at the end.
Should you start a cover letter with a question or a bold claim?
Usually not. A question ("Have you ever wondered…?") or a big claim can feel like a sales pitch and delays the point. A plain, specific opening reads as more confident. The exception is a creative or copywriting role, where a sharper opening line can double as a writing sample, as long as the second sentence gets to the role.
For the rest of the letter, see how to write a cover letter and how to end a cover letter.
FAQ
How do you start a cover letter with no name?
Use a team greeting, such as “Dear Marketing Hiring Manager,”, then start the first paragraph with the role and your hook as usual. Not knowing the name doesn’t change the opening line.
Should you say where you found the job posting?
Only if it adds something, such as a referral or a company event you attended. “I saw your posting on Indeed” uses space you could spend on a reason you want the job.
How long should the opening paragraph be?
Two or three sentences. The opening names the role and gives one hook; the evidence goes in the paragraphs after it.
Can you start a cover letter with “I am excited to apply”?
You can, but it doesn’t tell the reader much. Replace “excited” with the reason you’re excited: the specific thing about the company that caught your attention.