3. Sell Yourself
The second paragraph should respond directly to the job description written by the hiring manager. Describe how your previous job experiences, skills, and abilities will allow you to meet the company’s needs. To make that easier, you can (and should) literally include words and phrases from the job description in your cover letter.
To go the extra mile, do some research about the company, and try to find out what they are doing — and why — given the current state of their industry. In a third paragraph, explain how you can fit into that schema, and help push the company forward and achieve any goals you suspect they may have