Consider the daily life of whomever you’re sending a letter to _how many other things might they have on their mind when they read your letter. Maybe they have a meeting in five minutes. Maybe yours is one of 200 letters they have to wade through. Maybe it’s the end of the day and they’re worn out. Giving them a concrete action to take makes it all the more likely that it will “stick” _ they’ll add it to their todo list or their calendar, they’ll pick up the phone, they’ll check out your website, or they’ll respond.
Application letters and cover letters. Many people believe that application letters and cover letters are essentially the same. For purposes of this handout, though, these kinds of letters are different. The letter of application is a sales letter in which you market your skills, abilities, and knowledge. A cover letter, on the other hand, is primarily a document of transmittal. It identifies an item being sent, the person to whom it is being sent, and the reason for its being sent, and provides a permanent record of the transmittal for both the writer and the reader.