That leads to three axioms: 1. You can make yourself the obvious choice for the job and attract many offers, but to do it, you must be the candidate who maximizes every portion of your job packet to attract the recruiter's attention, so 2. You must have a system that gives you a cover letter format [http://coverletterhelp.info] and specific additional techniques optimized to get you calls, and 3. Your system needs to be automated so it creates cover letters very rapidly and very easily so you actually do it every time (and don't simply intend to do it).
3) Finally, have someone quite young read it to you. Of course, they won't appreciate the argot of your industry. But they can still get better get the gist. Or you're depending on a recruiter to be really familiar with what you do. Also, be concerned about language they can't articulate. We often overrate the literacy in almost any industry.