Your cover letter opening should grab the hiring manager’s attention right away by addressing them by name and expressing enthusiasm for the role. Mention a specific reason you’re excited about the company or position, and briefly highlight how your skills or experience align with what they’re looking for. Personalize the introduction by referencing something unique about the company or industry, showing you’ve done your homework. Keep it concise and genuine to get noticed from the get-go. 

First impressions count. Imagine you only have 30 seconds to make the best impression — now try it in written form. That’s the reality of most cover letters landing in front of hiring managers. They’re skimming through stacks, and that first paragraph is often all they’ll read.

So, how do you make an impact beyond your resume while keeping it professional? Finding that balance creates the perfect recipe for a memorable opening cover letter, so much so that they’ll want to keep reading. It’s about finding the right ingredient that makes you stand out against all other candidates. 

The number one rule is customizing your cover letter for the role and position, but here’s a general template to get you started.

Dear [Hiring Manager Name]

I’m thrilled to apply for the [job title] position at [company name]. I’ve always admired your commitment to [specific value or mission of the company], and I’m eager to contribute my skills in [relevant skill or area of expertise]. In my previous role at [prior company or experience], I [measurable achievement or task], which led to [positive outcome]. I’m excited about the possibility of replicating similar results for your team.

Need help writing the rest? Give our AI Cover Letter Builder a try. Simply input the job title and company name, and our tool will generate a customized cover letter that aligns perfectly with your resume.

Learn more essential tips on nailing the perfect cover letter opening. This guide will show you: 

• How to open a cover letter and what to include. 
• Cover letter opening examples from different industries. 
• The best ways to start a cover letter. 

10 Best Ways to Start a Cover Letter

There’s nothing worse than calling your teacher “mom” — or is there? Addressing the hiring manager the wrong way puts a bad taste in their mouth from the start (not what you want when trying to make a solid first impression). 

If you make it past that first line, you also have the pressure of showing why you’re the right match for the company. And no, you can’t just repeat what you said in your resume. This is your chance to back up your claims, give more context, and show some personality. 

Here’s a summary of the key components that make up a strong opening cover letter paragraph: 

Let’s see how you can use these elements to create your own opening cover letter paragraph. 

1. Use the right opening greeting

Best-case scenario? Addressing your cover letter to a specific person. Try tracking down the hiring manager’s name on LinkedIn, the company’s website, or by calling the HR department. If you find the name and are confident with their pronouns, start with “Dear Mr. Evans” or “Dear Ms. Johnson”. Just be careful not to use “Mrs.” as you don’t want to assume marital status.

What if you can’t find the person’s name? In that case, “Dear Hiring Manager” is a solid alternative. It’s professional, respectful, and still keeps the tone personal enough to avoid sounding like you’re sending a mass-produced letter. Whatever you do, avoid “To Whom It May Concern”, as it can feel outdated and cold. 

2. Start with a strong statement 

The first paragraph of your cover letter is your chance to set the tone and grab the hiring manager’s attention — no pressure. You can do this by making a bold statement about who you are and why you’re an excellent match for the role. 

In one sentence, reflect your core values and work ethic. Just make sure what you say connects with the company’s values. Are they all about innovation? Talk about your love for creative problem-solving. If their focus is community impact, mention your passion for collaboration and service.

You can also tie your opening statement to the company’s mission. Think about any projects or initiatives you’ve worked on that align with their goals. Share a quick example of how you’ve already supported similar values and how you plan to bring that same enthusiasm to their team.

Here are a few cover letter opening statement examples:

• With a deep passion for creative problem-solving, I’m excited about the opportunity to help [Company] continue leading the way in innovative tech solutions.
• As someone who’s dedicated years to improving community outreach, I’m thrilled about the opportunity to join a company that’s as committed to making a social impact as I am.
• My background in sustainable project management aligns perfectly with [Company]'s mission to drive eco-friendly initiatives, and I’m eager to contribute to your team’s success.

3. Add a referral or connection

In today’s job market, it’s all about who you know, and a solid connection can be the key to getting your foot in the door. If you’ve got a referral, mention it right away in your cover letter — it gives you instant credibility since someone they already trust is backing you. 

Drop the name casually but confidently in your opener. It’s the perfect place to let the recruiter know you’ve got someone in your corner (just make sure it’s not the office slacker). Plus, it subtly shows that you’ve built a strong network, which speaks volumes about your professional relationships.

Here’s how to name-drop in your cover letter opening while keeping it professional: 

• I was excited to apply for this role after [Referrer’s Name], who I worked with at [Previous Company], highly recommended I reach out. Having seen my work firsthand, they felt I’d be a great fit for your team.
• When [Referrer’s Name] mentioned there was an opening at [Company], I was eager to apply. We’ve collaborated on several projects, and they thought my background in [specific skill] would align well with your needs.

4. Demonstrate interest in the company 

Many job seekers make the classic mistake of outlining all their strengths but forgetting to focus on the company. It’s like that first date who only talks about themselves — how can you tell if you’re a good match (and not get bored to death)? 

Showing genuine interest in the company is a great way to make an immediate connection. If you’re really into their brand or have used their products or services, don’t be shy about mentioning it in the very first sentence. 

Employers appreciate real enthusiasm because it usually means you’ll bring that same energy and commitment to the team. Just be specific — whether it’s their products, strong reputation in the industry, or company culture, the more details you include, the more authentic your excitement will feel.

But remember, no one likes flattery that feels over-the-top or fake. Avoid vague or exaggerated compliments. Your enthusiasm should sound natural, not like you’re just saying what they want to hear.

Here’s how to show genuine enthusiasm for the company when starting a cover letter: 

• I’ve been a fan of [Company’s] products for years, and your commitment to sustainability and innovation is one of the reasons I’m so excited about this opportunity.
• I’ve always admired [Company’s] reputation for encouraging a collaborative work culture, and I’d love to bring my experience in team-based projects to such a forward-thinking environment.
• As a longtime user of [Company’s] services, I’ve seen firsthand how your focus on customer experience sets you apart, and I’d love to contribute to that continued success.

5. Show you’ve done your homework

The last thing you want to do is fire off the same cookie-cutter cover letter to a bunch of different jobs. Companies are looking for people who are genuinely excited about working for them, not just someone grabbing at whatever comes along.

Show hiring managers you’ve done your homework by mentioning a specific fact, event, or news about the company right at the start. Have they recently launched a new product or won an award? Bring it up in the first lines and explain why you admire the achievement. 

By highlighting these insider details, you’re signaling that you’re not just applying to anything — you’ve done your research and are genuinely excited about this opportunity. It’s a great way to differentiate yourself from other candidates who might not take the time to do the same.

Check out these examples of how to refer to company news at the beginning of a cover letter: 

• I was impressed to see [Company] was named one of the Top 50 Innovators of the Year — your commitment to pushing boundaries is exactly why I’d love to bring my creative skills to your team.
• When I heard [Company] launched its new eco-friendly product line, I knew I had to apply. Sustainability has always been a passion of mine, and I’d love to contribute to your mission of creating greener solutions.
• I recently read about [Company’s] partnership with [Nonprofit] to expand community outreach, and that kind of initiative really resonates with me. I’m excited about the possibility of joining a team that’s so committed to making a difference.

6. Say what you can bring to the position

Why do companies hire new employees? Simple — they want to solve problems or reach goals. So, tell them how you can do that in your opening lines. The goal is to make the reader think, “This person could be a real asset to our team,” right from the start. 

Highlight what makes you a great fit for the role and how your skills match with what they’re looking for. But it’s not just about ticking off skill boxes — companies want someone who’ll fit in with their culture and values.

Weave in something that shows your personality or how your values align with theirs. Maybe they’re all about customer experience or teamwork — mention how that’s something you’re passionate about too.

Here’s how to show your value when starting a cover letter:

• I’ve always been passionate about delivering top-notch customer service, which is why I was excited to see that [Company] puts a strong focus on creating an exceptional client experience.
• With my background in data analysis and a love for problem-solving, I’m confident I can help [Company] streamline their processes and hit their efficiency goals.
• As someone who thrives in collaborative environments, I’m excited about the opportunity to bring my team-oriented mindset to [Company], where teamwork seems to be at the core of everything you do.

7. Include a measurable achievement 

One of the best ways to show what you bring to the company? Reveal how your strengths lead to success. Mentioning your accomplishments piques their interest and makes them want to learn more about what you can contribute. 

Include a specific win from your previous role that shows you’ve got what it takes. Just make sure that the achievement is relevant to the job you’re applying for. You want to emphasize how your previous successes can translate to value for the company you’re targeting. 

And throw in some numbers when possible, like sales growth, cost savings, or process improvements. It’s easy to say you made lots of sales, but numbers are hard to argue with and make your experience feel more concrete.

Here’s how to outline your achievements in your cover letter opening: 

• In my last role, I boosted online sales by 30% in six months by optimizing our e-commerce platform. I’m excited to bring that same growth mindset to [Company] as you expand your digital presence.
• I helped streamline our customer onboarding process by suggesting improvements that made it easier for clients to get started. The feedback was really positive from both the customers and my team.
• During my time at [Previous Job], I led a marketing campaign that increased lead generation, resulting in a $50k revenue boost. I’m eager to apply those same strategies to help [Company] reach its growth targets.

8. Think outside the box 

Hiring managers can look through dozens of cover letters every day — you don’t want to blend into the crowd. It’s about walking that fine line between catching their eye with something engaging and keeping it professional.

A memorable opener can help you stand out from the crowd, whether it’s a creative sentence, a quick story, or a clever line that makes them smile. But before you get too creative, research the company culture and the tone of the job posting. You’ll want to play it safe if you’re applying to a more traditional company vs. a fun start-up. 

Creativity can be a double-edged sword. A witty one-liner or anecdote can leave a great impression, but if it misses the mark, it could come off as unprofessional. If you go the creative route, make sure it reflects your personality in a way that aligns with the company and the role you’re applying for.

Here’s how to inject some creativity into your cover letter’s first sentence: 

• When I saw how committed [Company] is to sustainability, it felt like a match made in eco-friendly heaven. I’m passionate about creating positive change and hope to bring that energy to your team. 
• Picture this: a team brainstorming session where ideas flow like coffee on a Monday morning — that’s the kind of environment I thrive in and it’s what drew me to [Company]. I’m eager to contribute my collaborative spirit to your team. 
• I’ve always thought that a great customer experience starts with a smile — and at [Company], it seems like you take that to heart. I’m excited about the chance to bring my passion for customer service to such a welcoming team. 

9. Express your dedication and passion

Passion often leads to success, and employers know that. When they see someone who’s not only skilled but also genuinely dedicated, they’re more likely to believe you’ll be motivated and productive once hired. Committed employees tend to go above and beyond, which is exactly the kind of energy companies want to bring on board.

Show your passion is by sharing what personally motivates you to apply for the position. Hiring managers want to know you’re not just qualified, but also truly excited about the role and the company.

Here’s how to show your commitment and enthusiasm in your cover letter opening: 

• Having grown up using [Company’s Product/Service], I have a personal connection to your brand. It’s not just about the product for me; it’s about being part of a team that creates something people truly love.
• I thrive in fast-paced environments, and I’ve heard that [Company] is the place to be for someone who loves a challenge. I’m ready to bring my energy and adaptability to your team.
• Your brand’s commitment to authentic communication aligns perfectly with my passion for connecting with audiences through compelling narratives.

10. Be concise and direct 

Nobody likes a rambler, and hiring managers don’t have time for it. Get to the point about why you’re applying and what makes you a great fit for the role if you want to keep them from zoning out. No need to dance around it or fill it with fluff — being clear and direct shows confidence and respect for their time.

While it’s great to be creative, make sure your opener is relevant to the job. Starting with a random story or accomplishment that doesn’t tie into the role can lose interest fast. You want the hiring manager to see right away how your experience or passion connects to what they need.

And avoid exaggerating. If you’re fresh out of school or have limited experience, it’s fine to be honest. Highlight your strengths, whether your education, skills, or eagerness to learn. The goal is to be genuine and confident about what you bring to the table.

Take a look at these concise cover letter opening line examples: 

• I’m excited to apply for the Marketing Assistant role at [Company]. With my background in digital marketing and passion for creative campaigns, I’m confident I can help drive your brand’s success.
• I’m eager to jump into the Graphic Design position at [Company]. My recent internship experience and love for visual storytelling make me a perfect fit to contribute to your team right away.

Ready to write the rest of your cover letter? Find out more: Cover Letter Tips and Tricks to Improve Your Application

10 Cover Letter Opening Paragraph Examples

Hiring managers can spot a generic cover letter from a mile away. You know the ones: “I’m excited about this opportunity” — but with no real explanation of why. Or the ones that list off skills and experience but fail to connect the dots between them and the role. 

Personalizing your cover letter to the position shows you’re willing to put in more time and effort. And what does that say to a recruiter? It tells them you’re dedicated, genuinely interested, and smart enough to do your homework.

Here are some examples of customized cover letter openings across different fields: 

Business cover letter opening

Your goal is to create a direct connection between your experiences and the company’s goals. Get ahead of the competition by mentioning a referral to boost your credibility and show the hiring manager that you have a vested interest in the company.

Dear Ms. Liu,

I’m excited to apply for the Business Analyst position at ABC Corp, where I can use my analytical skills to drive strategic decisions. A former colleague, Sarah Lee, highly recommended your team for its innovative approach to market analysis. With a track record of increasing operational efficiency, I’m eager to bring my dedication to data-driven insights to ABC Corp.

Creative cover letter opening

Creative cover letters have more flexibility than those in the corporate world. Keep it professional but show some personality with genuine interest and excitement for the agency’s work. Mentioning your eagerness alongside past successes is a winning combo. 

Dear Mr. Ryan Turner,

I’m thrilled to apply for the Graphic Designer role at XYZ Creative Agency. Having followed your recent campaign for the City Art Festival, I admire your commitment to impactful visual storytelling. My recent project, where I designed a series of promotional materials that increased engagement by 30%, has prepared me to contribute fresh ideas to your team and enhance your brand’s creative vision.

Part-time job cover letter opening

Looking to make some extra cash with part-time work? Maybe you’re still in college or lack experience. Either way, you can still focus on your transferable skills to show why you’re a good fit for the company. Keep it professional and enthusiastic, emphasizing previous achievements to help the hiring manager see your potential. 

Dear Hiring Manager,

I’m writing to express my interest in the part-time Sales Associate position at Retail World. With strong communication skills and a proven ability to boost sales during my previous internship, I’m eager to bring my enthusiasm for customer service to your store.

Research cover letter opening

Opening with praise for a specific study or project shows you’ve done your research and are genuinely invested in the company’s work. Linking your past achievements to what they’re doing establishes you as someone committed to the organization’s research efforts.

Dear Dr. Brown,

I’m excited to apply for the Research Assistant position at the Institute for Advanced Studies. After reading your recent publication on climate change impacts, I’m particularly drawn to your work’s impact on the environmental field. During my studies, I’ve contributed to various projects that resulted in energy consumption reductions across campus buildings, and I’m eager to apply my research skills to your innovative projects.

Marketing cover letter opening

Giving a nod to a standout campaign you admire sets you apart as a proactive candidate. Use real-world examples to show you’re passionate about marketing and ready to bring your own successes, making it clear you’re someone who knows how to get tangible results.

Dear Ms. Martinez,

I’m excited to apply for the Marketing Coordinator role at Global Solutions, where I can contribute my passion for digital marketing and brand engagement. A mentor of mine, Lisa Chen, spoke highly of your recent social media campaign that boosted brand awareness. With experience executing campaigns that increased website traffic by 40%, I’m excited to help elevate your marketing efforts even further.

Data science cover letter opening

In a data-driven industry, measurable impacts are key. Highlighting your previous successes shows you’re not just crunching numbers; you’re ready to deliver insights that matter to the company. 

Dear Dr. Lee,

I’m applying for the Data Scientist position at Tech Innovations, where I can apply my expertise in machine learning to drive actionable insights. In my last role, I developed models that improved forecast accuracies, and I’m passionate about bringing this analytical mindset to your projects.

Customer service cover letter opening

What’s at the heart of any customer service job? You guessed it — the customer. Of course, it’s smart to impress future employers with your drive and people-person skills, but don’t forget to show you’ve done your research into the company. 

Dear Hiring Manager,

I’m writing to apply for the Customer Service Representative position at Happy Co. I’ve been following your company for years and know how your commitment to customer satisfaction sets you apart in the industry. With over two years of experience in delivering excellent customer support with positive feedback, I’m excited to help enhance your customer experience.

Education cover letter opening

Teachers wear multiple hats, but the main goal is to support and prepare students for their future. Not anyone can be a teacher, so show your passion and success in engaging students to prove that you’re all about making a real difference.

Dear Principal Roberts,

I’m excited to apply for the Teaching Assistant role at Sunshine Elementary. With a solid foundation in educational theory and hands-on experience that improved student participation, I’m passionate about contributing to your school’s mission of creating a nurturing learning environment.

Hospitality cover letter opening

Hospitality is all about creating memorable moments. You can’t show a welcoming smile and positive attitude through a letter, but you can express enthusiasm with a personal flair. Just remember to keep things professional with relevant experiences and achievements. 

Dear Ms. Ramirez,

I’m thrilled to apply for the Front Desk Agent position at Oceanview Resort. I know your hotel is well-known for its exceptional service standards, which inspired me to apply. With a background in hospitality and a commitment to guest satisfaction that led to a 15% increase in positive reviews at my last job, I’m eager to bring my expertise and enthusiasm to your team.

Executive cover letter opening

Opening with your extensive experience and a referral from someone in the company shows you’re ready to lead. This sets the stage for a strong narrative about how you can help drive the company forward, making it clear you’ve got the vision and experience to back yourself up. 

Dear Mr. Thompson,

I’m writing to express my interest in the Chief Operating Officer role at Innovative Enterprises. After seeing your transformative approach to operational excellence, I was excited to see an open position. With over 15 years of experience in leading teams that achieved revenue growth year-over-year, I’m passionate about driving strategic initiatives that align with your company’s vision.

Want to know how to customize your cover letter for your industry? Check out more examples: 180+ Cover Letter Templates for All Jobs 

Bonus Tips on Starting a Cover Letter

So you’ve almost completed that all-important first paragraph. Now put yourself in the hiring manager’s shoes. If you were reading it for the first time, would it grab your attention? Does it make you want to keep reading? If you’re not feeling a confident “yes,” — you can still refine it. After all, many hiring managers stop after that first glance if it doesn’t hook them.

Here are some extra tips to take your opening paragraph from good to great: 

Choose the right cover letter formatting

We’ve all heard not to judge a book by its cover, but let’s be real — if you show up to an interview looking messy, it’s going to leave a bad impression. The same goes for a cover letter that’s poorly formatted. 

If your cover letter is longer than one page, you’re probably going into rambling territory. Hiring managers have a ton of applications to get through, so keeping it to the point is a must.

How to do this: 

• Break up your text into clear, short paragraphs. No one likes reading a wall of text, and it’s much easier on the eyes when there’s some breathing room between ideas. 
• Don’t forget the basics — use a professional, easy-to-read font like Arial or Calibri. Stick with a size between 10 and 12 points. Clean formatting can make a big difference in how your letter comes across.

Tailor to the job description and role 

Generic openings that could apply to any job will make hiring managers think you’re just mass-applying and haven’t really thought about this position. You want to make them feel like you’re genuinely excited about this role — not just any role.

Even if you’re applying for similar positions, each cover letter should have its own personality that reflects the nuances of the company or role. Sure, you can reuse some lines, but tweak it enough so it feels personalized for each job.

How to do this: 

• Research the company. Find something that really grabs your attention, like their mission, values, or recent projects — then tie it back to your own goals or interests. This shows you’re genuinely interested in them, not just the paycheck.
• Speak their language by using keywords from the job description, like specific skills or attributes. This shows you’re paying attention, but it can also help you get through applicant tracking systems (ATS) that scan for those exact keywords.

Give real-world examples

One of the best ways to stand out is by giving real-world examples to show you’re not just claiming you have certain skills — you’ve actually put them into action. Anyone can say they’re a strong communicator, but backing it up with a concrete story or accomplishment takes it to the next level.

How to do this: 

• Instead of something vague, like, “I’m great at managing teams,” hit them with a specific example. For instance, say, “In my last role, I led a team of six to launch a new product, which increased our market share by 15% in six months.” See the difference? You’re not just listing a skill — you’re showing how you’ve used it with real results.
• Your example doesn’t have to be something groundbreaking. Even smaller wins, like improving a process, boosting customer satisfaction, or mentoring a colleague, can pack a punch if you tie them back to the skills and qualities the employer is looking for. 

Show some personality 

Don’t be afraid to let your personality shine through. Yes, it’s a professional document, but hiring managers are looking for someone who’s not only capable of doing the job but also fun to work with, communicate well, and fit in with the team. Your cover letter lets you show you’re more than just a resume — just make sure the tone fits the company culture and role.

How to do this: 

• Inject some charisma as long as it feels right for the job. If you’re applying to a laid-back startup, you could open with a fun anecdote about why you’re excited about the role. For a more formal environment, you can still show personality by being warm and genuine — maybe share a personal connection to the company’s mission or values.
• The trick is finding the right balance. You want to be memorable and relatable without coming off as unprofessional. Think of it like chatting with the hiring manager in a way that feels natural, not forced.

Proofread before sending 

Proofreading your cover letter before sending it off is just as important as writing it. No matter how perfect your experience is or how strong your skills are, a typo or confusing sentence can make a hiring manager second-guess your attention to detail.

How to do this: 

• Read your cover letter out loud. You’ll catch awkward phrasing or grammar slip-ups that are easy to miss when reading silently. Double-check for any spelling mistakes or odd formatting issues that could distract from your message.
• Once you’ve given it a thorough once-over, get a second set of eyes on it. Ask a family member, friend, or mentor to give it a read. Sometimes, other people will catch things you overlooked, and they can offer fresh insight into how your letter reads overall.

Find out more: What Should a Cover Letter Include?

The Do’s and Don’ts of Opening a Cover Letter

We’ve covered the essentials of crafting a strong cover letter opening, but what about the deal-breakers? Even one misstep can tip the scales in favor of another candidate. So, how do you avoid those red flags and keep your chances strong? 

Here’s a quick rundown of what to include and what to avoid in your first paragraph to make sure you start off on the right foot.

Summary

• Address the right person and personalize your greeting by using the hiring manager’s name. Opt for “Ms” over “Mrs” or “Miss” as you don’t want to make any marital assumptions. 
• Start with a compelling statement, a relevant accomplishment, or a personal connection to the company or role to show you’re not just sending a generic cover letter. 
• Mention why you’re excited about the position and how it aligns with your values or career goals. Then, highlight how your skills and experience match the job description to show you’ve done your homework.
• Back up your claims with tangible examples of your achievements or experiences to demonstrate your qualifications.
• Get to the point quickly — state the role you’re applying for and why you’re a great fit in preferably one page. 
• Let some of your personality shine through to stand out, but keep it professional. Just avoid exaggerations or irrelevant stories — everything should connect to the job. 

FAQ

What is a cover letter for a resume?

A cover letter is a one-page document that goes along with your resume, giving you a chance to introduce yourself, explain why you’re interested in the job, and highlight how your skills match the role. It’s a way to add context to your resume and show a bit of your personality, making it easier for employers to see you as the right fit.

How to finish a cover letter?

Wrap up your cover letter by summarizing why you’re a good fit and expressing excitement for the role. Here’s an example: 

“I’m eager to bring my skills to [Company Name] and look forward to discussing how I can contribute to your team.” Always thank the hiring manager for their time and consideration. Close with “Sincerely” or “Best regards,” followed by your full name. 

Get the full lowdown here: How to End a Cover Letter

How to format a cover letter?

Formatting is key to making your cover letter professional and easy to read. Keep it to one page, ideally between 300 and 400 words, using a readable font like Arial or Calibri, size 10–12. Break it into clear paragraphs and make sure there’s enough white space, so the document doesn’t feel cramped.

Who do you address a cover letter to?

Address your cover letter to the hiring manager by name if possible. “Dear [First and Last Name]” is always a good approach. If you can’t find the person’s name, a quick LinkedIn search or call to the company can help. 

If you can’t track the name down, you can go with something like “Dear Hiring Manager.” Just avoid using outdated greetings like “To Whom It May Concern” as it can feel impersonal.

What to include in a cover letter?

Your cover letter should include three key parts: an introduction, the body, and a closing. In the introduction, explain who you are and why you’re applying. The body should highlight relevant skills and accomplishments that tie into the job. End with a strong closing that expresses enthusiasm and outlines the next steps. You should also weave in keywords from the job description to show you’re the right fit and improve your chances with Applicant Tracking Systems (ATS).

What does a cover letter look like?

A cover letter looks professional, clean, and organized. At the top, you can include your contact details followed by a formal greeting. The body of the letter is split into 3–5 paragraphs, preferably fitting on one page. Use standard 1-inch margins and keep the tone formal but personable. The goal is to make it visually appealing, easy to scan, and impactful.