[Speak in first person, and succinctly talk about:

- Why people should trust you (your credibility)

- Why people should listen to you (your experience & results)

- Your values/mission (your why)

- What people may lose by not getting hiring you]

Make sure to use small paragraphs - max 3 sentences per paragraph.

Remember, people only read the first 7 words of a paragraph and move to the next paragraph, so put the most important info first (this is called Miller's Law).

Don't use 100 words when 10 will do.

A trick is to write everything you want down - then halve it. Then halve it again if possible. This is usually the perfect length!