How to Write a Motivational Cover Letter (Free Example Included)

Short, punchy, locally relevant.

Your cover letter is your 30-second elevator pitch on paper. In South Africa’s competitive job market, it’s often the difference between landing an interview and getting lost in the pile. Here’s how to write one that actually gets read.

The Golden Rule: Keep It Under One Page

South African hiring managers are swamped. Your cover letter should be 3-4 short paragraphs maximum. If it’s longer than 300 words, you’ve already lost them.

The Winning Formula

Paragraph 1: Hook Them Immediately

Start with the specific role you’re applying for
Add one compelling reason why you’re perfect for it
Show you’ve researched the company

Paragraph 2: Prove Your Worth

Pick 2-3 achievements that directly relate to the job
Use numbers wherever possible (increased sales by 25%, managed team of 12, etc.)
Address any obvious gaps (career change, employment gap, etc.)

Paragraph 3: Show Your Fit

Demonstrate understanding of South African business context
Mention relevant local experience, languages, or cultural insights
Connect your values to theirs

Paragraph 4: Close Strong

Restate your interest
Mention you’ve attached your CV
Use a professional but warm sign-off

Local Tips That Matter

Language Skills: If you speak multiple South African languages, mention it. It’s a genuine competitive advantage.

Cultural Awareness: Show understanding of local business practices, BEE requirements, or industry-specific challenges like load-shedding.

Ubuntu Philosophy: If relevant, reference collaborative values and community-mindedness that resonate in South African workplaces.

Local Experience: Highlight experience with South African regulations, market conditions, or customer bases.

What Not to Do

Don’t repeat your entire CV
Avoid generic templates that scream “mass application”
Don’t mention salary expectations unless specifically asked
Skip overly casual language or slang
Never lie or exaggerate achievements

Free Example: Marketing Coordinator Position

Dear Ms. Naidoo,

I’m writing to apply for the Marketing Coordinator position at Discovery Health. Having followed Discovery’s innovative approach to wellness rewards for years, I’m excited about the opportunity to contribute to a company that’s genuinely improving South African lives through preventative healthcare.

In my current role at FNB, I increased digital campaign engagement by 40% and managed social media accounts with over 100k followers across English, Afrikaans, and isiZulu content. My bilingual copywriting skills helped us connect authentically with diverse South African audiences, resulting in a 25% boost in product inquiries from previously underserved markets. I also successfully navigated campaign launches during load-shedding periods, developing contingency strategies that maintained our marketing momentum.

What draws me to Discovery is your commitment to using data and behavioral insights to drive positive change. My experience with customer segmentation and my understanding of South African healthcare challenges position me well to support your mission of making people healthier. I’m particularly interested in how Discovery uses gamification to encourage healthy behaviors – an approach I’ve successfully applied in my financial services campaigns.

I’d welcome the opportunity to discuss how my local market knowledge and proven track record can contribute to Discovery’s continued growth. I’ve attached my CV and look forward to hearing from you.

Kind regards,
Thandiwe Mthembu

Quick Checklist Before Sending

✓ Addressed to a specific person (research LinkedIn if needed)
✓ Company name spelled correctly
✓ Job title matches exactly
✓ No typos (seriously, proofread twice)
✓ PDF format unless otherwise specified
✓ Professional email address
✓ Contact details included

The Reality Check

A great cover letter won’t save a weak CV, but a poor cover letter can sink a strong application. Spend the time to customize each one. Yes, it’s more work, but it’s also what separates serious candidates from the spray-and-pray crowd.

Remember: You’re not just listing qualifications – you’re starting a conversation about how you can solve their problems. Make it count.