Having written and reviewed thousands of cover letters/covering emails, I often read aspects of each of these personalities within it. Your cover letter is your opportunity to show a real interest in the role and the company and should include the 'hook' you discovered whilst job searching. What jumped out at you and made you think this is the ideal job/company for you? What are their future plans and where can you add real value to them?

1. GOOD LUCK WITH YOUR APPLICATION
The broken record regurgitates company info.
There's no point coughing up surface-level details
about the company because the hiring manager
already knows that .
The broken record
A B C c o m p a n y i s t h e g l o b a l . . . .
The Vague uses a lot of generic jargon. Not only
are these statements overused, but they also have
no real value. Always show specific examples of
how you work and what you have accomplished.
The Vague
I ' m a g r e a t p r o b l e m s o l v e r w i t h
a t t e n t i o n t o d e t a i l . . . . .
The Proud reads as cocky and arrogant. This can
rub the recruiter the wrong way. Let your
achievements speak for themselves.
The Proud
W i t h m y f i r s t c l a s s d e g r e e , I c a n . . . .
The Beg reads as desperate for a job. You never
want to beg or become overly sentimental
because, not only is it awkward, you end up
devaluing yourself.
COVER LETTER?
The Beg
T h i s j o b w o u l d b e a d r e a m f o r m e
a n d I ' l l n e v e r l e t y o u d o w n . . . . . .
W H A T P E R S O N A L I T Y A R E Y O U
S H O W I N G I N Y O U R
Whilst we advise that your cover letter should reflect aspects of your
personality, try and avoid any of those personality traits listed above.
Your cover letter is your master sales document, with your CV/Resume
being your sales document, you really don't want a hiring manager to
switch off before they even get to see your fit for the role within your CV.
Always focus on what the employer is looking for and match that in a
humble yet confident way that piques their interest enough to want to
meet with you.