The whole purpose of your cover letter is to initiate action. It should make a push for the next step ... like to set up an appointment for an interview.
Before writing your letter, ask yourself these two questions:
- What action do I want the reader to take as a result of this letter?
- How can I motivate the reader to take that action?
Before signing your name, be sure your letter has effectively responded to both questions.
To learn exactly how to do that, read The Powerful Closer.