You’ve applied to numerous positions, jobs you thought were right up your alley. Yet, after submitting your cover letter and resume, you never heard a word. Perhaps your resume never made it through the ATS (applicant tracking system) or maybe it did, but once the hiring manager read it and your cover letter, he/she tossed it in the circular file.

The reason(s) may have nothing to do with your job skills, but with your writing skills. You might be thinking, “I’m not applying for a job as a journalist, copywriter or editor, so why does it matter?” It matters because these two documents are your opportunity to make a good first impression on paper. If they’re not well executed, they may be your last impression.

Seven Tips to Elevate Your Resume and Cover Letter Skills

Here are seven pointers to help you recognize common phrases/mistakes and then, fine tune your skills when putting pen to paper (or your fingers on the keyboard) to write your resume and/or cover letter.

1. What’s in it for ‘me?’

When applying for a job in the hospitality industry, think of yourself as the product or service. What the HR or hiring manager wants to know is “what’s in it for me?” with ‘me’ being the company. What value will you bring to the job?

Don’t relay features like “I’m a people person (a given in the hospitality industry).” Present benefits. Why not say, “I created a group exercise which encouraged a collaborative environment that resulted in a 10% increase in bookings.”

2. Don’t open your cover letter with “To Whom It May Concern.”

Do some research to uncover the name of the person you’re sending your information to. It’s not always easy, but you can do some sleuthing. For instance, if the job description says you’ll be reporting to the “Customer Service Manager,” go to the company’s website and see if you can assess who that person is. Or do a search on LinkedIn® using the company name and the job title in the search function.

3. Avoid phrases like “self-starter,” “think outside the box,” “hard worker.”

Those phrases don’t demonstrate how you add value to the company. Whether on your resume or the cover letter, think about specific examples you can share that illustrate how you’ll deliver added value to the hospitality job you’re applying for. This sets you apart from your competition.

4. What’s love got to do with it?

In an article on Glassdoor.com, career expert Heather Huhman says, “You shouldn’t just say that you want the job or that you love your industry . . . Share why your career path best suits you and how your love for your work drives and motivates you. For example, answer some questions about what made you want to enter the field, how your personality helps you succeed and what past experiences influenced your career decisions.”

5. Write a different cover letter for each job you apply for.

If you use a template without customizing it for the position you’re interested in, it will sound just like that – a template. Sure, there are certain paragraphs you can use repeatedly, but each cover letter should address something specific to the job you’re applying for – something that shows you paid attention to the job description, researched the company or the industry.

6. Your resume and cover letter are two different documents.

Don’t waste precious space simply repeating the bullets on your resume onto your cover letter. Your cover letter gives you the opportunity to expand what’s in your resume or add points that may not have been covered in your resume, but are relevant to the position. Take advantage of that opportunity by conveying why you’d be an ideal candidate for the job as well as an asset to the company.

7. Last but not least, proofread your documents.

Resume typos were one the biggest reasons they did not hire employees. Even if the software you’re using has a spell and/or grammar check, print out your documents and re-read them with a fine-tooth comb. It’s not a bad idea to ask a trusted friend or family member to look it over as well. Often times a fresh pair of eyes can spot something you may have overlooked.

Use these seven tips as a guidebook when you sit down to write (or re-write) your resume and cover letter. When push comes to shove, hospitality HR and hiring managers are not only looking at your past experiences, but how you communicate the skills, talents and contributions you’ll bring to the workplace.