A couple of weeks ago, we received an email from someone looking for a job. I have to be honest, I usually don’t read those emails. Which is a terrible thing to say, since it’s rude to ignore emails. However, Redhead doesn’t hire often, and when we do, the fit has to be just right. Also, unless the cover letter is stellar, we don’t bother.

However, for some reason, I decided to read this one. Let’s call it luck of the draw. Unfortunately, it wasn’t the best. The problem wasn’t that it was bad, it just had no substance or meat to it. Wait … that’s not the whole truth. It was not good.

Funny enough, our neighbors down the street received the same exact email. Through coincidence, the cover letter was brought up in conversation, we realized it was the same exact one. Seriously, verbatim. We are two very different agencies with very different positions and offerings. Yet, we received the same exact cover letter. Dude. No.

If you’re looking to work in the creative industry—or any other for that matter—here are some pro tips from someone who’s read a few hundred cover letters:

1. Don’t flatter us.
We know we’re great. Yes, our office is beautiful, and looks like a bangin’ place to work. That’s why we’re here. We like it. We want to know about you. So, tell us about you, your skills, your accomplishments and what you’ll be bringing with you. That doesn’t mean be all serious or arrogant. It also doesn’t mean you joke around like we’re besties. Find that Goldilocks moment. You wouldn’t tell someone you love them on the first date, so why tell us how great we are without ever having a conversation first?

2. Don’t be lazy with your writing.
You might be applying for a designer position, so why showcase your writing, right? Well, because designing isn’t about just making things look pretty. You’re not a makeup artist. And that’s not what we do at Redhead. Sure, our work looks good, but that’s after we’ve found a solution and poked it with a stick a dozen times to make sure it’s solid. Simply put, words matter.

3. Be yourself.
Exaggerating on your resume is only delaying the inevitable, so just don’t. Be honest about your shortcomings when asked, but also show and tell how you’ll overcome them. We’re all human, we’re continuously learning and improving, and it’s OK not to be perfect at every single thing. What matters is trying, failing, and trying another way. Trying the same solution over and over and over again, however, is, well, just wrong.

4. Don’t use acronyms or social speak in a cover letter.
We shouldn’t have to Google what you’re trying to say.

5. Proofread.
There are a zillion tools to help. Use two of them. Then, ask a trusted human to read it for you. And, double check the company’s name and yours, because, obviously.

Bottom line: your cover letter and resume are our first impressions of you. If you’re putting little to no effort into your own future, how can we trust you with a client’s or agency work?