As the article points out, cover letters can be very time consuming if you are conducting an aggressive search. One option is to write a “Master Cover Letter” which is based on your job target. This could be your experience in a specific industry or functional position. At least that much of the letter is basically done. Then you can refine and update the letter for each specific job lead. You are always in an editing process, not writing everything from scratch. That process will make the time investment much easier to deal with.
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