When writing cover letters, the most common mistake made, is the applicant telling the potential employer what they think the employer wants to know, rather than responding to what the employer has asked for. So what do you write in a cover letter when you are approaching a company where no job has been advertised, i.e., what do you write in a speculative cover letter? One useful approach is to go to online employment, career and recruitment sites and search for jobs that match your existing job title or the job title for the type of work you are seeking. Don’t just look at one or two, look at least a dozen, if not more. Note the qualifications, training, licences and key selection criteria that are most commonly sought across these jobs at this time. Match the results to those that are reflected in your knowledge, skills and experience and which you can provide examples or proof of. Now write your letter focusing on their mostly commonly sought requirements matched with your qualifications and background, remembering to keep your letter succinct, preferably one page in length, but no more than two.