Last Thursday, we posted a notice for a new position at my company.

Of the 60+ resumes and cover letters we received in the last few days alone, only 5 people had actually taken a few seconds to look up what my company is all about. All the other cover letters were formal, impersonal, antiseptic…and standard.

“Dear Hiring Manager”…”To Whom It May Concern.” What followed was a form letter.

Too often in business, people opt for “formality” (form – ality) under the guise of “professionalism”. And what a loss.

In this particular case, being “professional” is really a mask for one of two things: 1) being lazy 2) being fearful of saying the wrong thing.

Sales managers, grad schools, and training programs would be wise to teach those hoping to get a position or win a meeting with a prospect that they MUST be creative and proactive.

“Professional” shouldn’t mean bland, boring, stock, standard, void of research or creativity.

When it comes to applying for a job or trying to win a sale, throwing wet noodles up against a wall to see which stick won’t work, especially in today’s competitive market.

Here’s What to Do to Improve Your Cover Letter

As a start, look at the website and find even just one small element to comment on — something unique about the company logo, a quote posted on the site, a video, a particular line in the organization’s value/mission statement, something you noticed in the CEO’s bio (her alma mater, area of interest) etc. and include a comment about any of these in your cover letter.

Be sincere. Be creative. And if you do this, you will be leaps and bounds ahead of the rest.

It shows you did you homework, it shows you care, it shows your interest and your attention to detail. And today, those qualities will stand you in very good stead. No need to be flinging noodles. These other techniques will serve you like a bow and arrow.