- Whether a letter is required depends on the firm, the office, the programme and your level. Check the application portal for the office you are applying to; if there is no field for a letter, its absence is not a weakness.
- The letter must add what the CV cannot show: why consulting, why this firm and this office, and the thread that connects your choices so far.
- Back every statement about motivation with a fact from your own path or a conversation you really had. Replace generic claims with details that explain your own motivation.
- Keep it to one page, in a natural tone, without retelling your CV. Four or five short paragraphs are enough.
Do consulting firms read cover letters?
It depends on where you apply. Requirements differ by firm, by office, by programme (internship, graduate, MBA, experienced hire) and sometimes by year. Many online application forms make the letter optional; others ask for one explicitly or for short motivation answers in its place. The only reliable rule is to read the application portal for the specific office and role before you write anything.
When the portal does not ask for a letter, not sending one is not a weakness. Put the effort into your CV and your interview preparation instead. When the portal asks for one, write it for that office and that role, because a letter written for "consulting in general" reads like what it is.
A cover letter rarely earns an interview on its own; the CV carries most of the weight at the screening stage. The letter matters most in three situations:
- Something on the CV needs explaining, such as a career change, a move to a new country, a gap or a second application to the same firm.
- The profile is close to the bar, and a specific, credible motivation helps the reader decide in your favour.
- The letter is weak, because a generic, careless or inaccurate letter can count against a strong CV. A wrong firm name is the classic example.
How a recruiter reads it
The letter is usually read next to the CV, and quickly. The reader is looking for three things: a motivation that sounds personal and informed, a story consistent with the CV, and a sensible reason for the office you chose. If the first paragraph is generic, the rest may be skimmed rather than read.
That is why the letter has to work on a fast read. Lead each paragraph with its point, keep paragraphs short, and make sure the specific facts are visible, not buried at the end of long sentences.
What the letter must say that the CV does not
Your CV shows what you have done. It cannot show why you made those choices, why you want this job now or why this particular firm. Those three gaps are what the letter is for.
Why consulting
What, in your own experience, makes you want to solve problems for clients as a job. A reason tied to something you did is credible; a list of attractive features of the job ("learning curve", "variety", "smart people") is not.
Why this firm and this office
What you know about the firm and the office that you could only know by looking closely: a conversation, a type of project, a practice area that fits your background, the city where you can and want to work.
The thread of your path
What connects your degree, your jobs and your activities, and how consulting is the logical next step. The reader should finish the letter understanding your direction, not just your history.
Everything else in the letter supports these three points. Your achievements appear only as evidence for them, not as a second copy of the CV.
Keep the CV and the letter consistent
The two documents are read together, so they must tell the same story. Dates, job titles and numbers have to match exactly. If the letter mentions an achievement, the reader should be able to find it on the CV, and the letter should add what the CV cannot: why it mattered to you, or what you learned that points towards consulting. Your interview answers to "why consulting" and "why this firm" will build on the same reasons, so write only what you are happy to discuss at length.
Back every motivation claim with evidence
The most common weakness in consulting cover letters is motivation without support. "I am passionate about solving complex problems" is a claim. "During my master's project I realised I enjoyed..." followed by a specific moment is evidence. The reader believes the second, because it could only come from you.
Two kinds of evidence work well:
- A fact from your own path. A project, a job, a decision you took, a problem you worked on. Say briefly what happened and what it showed you, without repeating the CV line.
- A real conversation. Talking to people who work at the firm is the most reliable way to say something specific about it. Mention who you spoke to (by role, or by name if they are comfortable with it), what you discussed and why it influenced your decision.
| Claim | Weak support | Strong support |
|---|---|---|
| I want to work in consulting | "The variety of industries appeals to me" | A moment in your own work that showed you enjoy this kind of problem |
| I want this firm | "A global leader with a collaborative culture" | What a consultant told you about how the office works, and why it matters to you |
| I want this office | "London is a dynamic business hub" | Where you live and can work, and the type of work the office does that fits your background |
| I will add value | "Analytical, motivated team player" | One fact that shows the strength, with what made it work |
Attend firm events and presentations at your university or online, speak to alumni of your school or former colleagues who work there, and read the firm's official careers pages and the practice areas of the office you want to join. Take notes after each conversation: who, when, what was said. Do not quote the firm's awards, rankings or values page back to it; the reader already knows them, and every other applicant can quote the same lines.
If you cannot find a specific reason for a firm, that is useful information too. A letter that has to invent one will sound invented. Use the time to have one more conversation instead.
A structure that fits on one page
There is no official template, and you do not need to follow a formula. The five-part structure below works for most applications because it answers the reader's questions in the order they arise.
- Opening (two or three sentences). The role, the office and the intake, followed by one sentence that sums up who you are and why you are applying. Skip the formula "I am writing to express my strong interest".
- Why consulting and the thread of your path (one paragraph). The experience that led you here, and what it showed you about the work you want to do.
- Why this firm and this office (one paragraph). The conversation, practice area or type of work that makes this firm your choice, and the practical reason for the office.
- What you bring (one paragraph). Two strengths at most, each backed by one fact and a sentence on what made it work. Do not repeat a list of CV bullets.
- Close (one or two sentences). Thank the reader and say you would welcome the chance to discuss your application. No need to summarise the letter.
Length and format
Keep the letter to one page: around 300 to 400 words in four or five paragraphs is enough. Use the same header as your CV (name, city, email) and the same font, so the two documents look like a set. Address the letter to a named person if the portal or the job post gives one; otherwise "Dear Recruiting Team" is fine. Send it as a PDF unless the portal asks for another format, and name the file clearly, for example with your name and "cover letter".
Tone
Write as you would speak to a senior colleague you respect: clearly, politely and without exaggeration. Avoid superlatives ("world-class", "prestigious", "extremely passionate") and long sentences that try to fit in everything. Confidence comes from facts, not adjectives. If English is not your first language, a simple, correct letter reads better than an elaborate one.
A complete example, annotated paragraph by paragraph
The letter below belongs to Alex Morgan, the fictional candidate whose CV we annotate in our consulting CV guide: a master's in management, two years as a business analyst at a retail chain and a summer internship in analytics. The firm, the office, the people and the conversations are fictional too. Ashcombe Partners is an invented consulting firm.
Alex Morgan
London, UK · alex.morgan@example.com
Ashcombe Partners, London office · Recruiting Team
Dear Recruiting Team,
I am applying for the Associate role in Ashcombe Partners' London office for the September 2027 intake. For the past two years I have worked as a business analyst at a retail chain, and the moments I have valued most are those where an analysis turned into a decision that people then acted on. I would like to do that work full time, on a wider range of problems.
My interest in consulting started with my master's strategy project, in which my team assessed market entry options for a consumer goods business. At Northbridge Retail I met the same kind of problem in a live setting. When we tested assortment changes in a three-month pilot, the analysis took two weeks; persuading store managers to apply the changes took the rest of the pilot. That taught me that a recommendation is only as good as the plan to put it into practice, and this is the part of the work I now want to develop with clients rather than inside a single company.
A conversation with your London office shaped my decision to apply. At a university careers event in March, Hannah Cole, a consultant in the office, described a grocery project in which the team stayed on through the first months of implementation and trained store staff alongside the client's managers. When I followed up by email, she explained that this is common in the office's consumer work rather than an exception. That way of working is close to what I learned at Northbridge, and it is the main reason I am applying to Ashcombe. I live in London and would like to start in its consumer and retail work, while staying open to other sectors in my first years.
I would bring two things in particular. The first is making analysis usable: the weekly dashboard I built is still used by six regional managers, because I designed it around the decisions they take each Monday rather than around the data we happened to have. The second is working through people I do not manage. Redesigning onboarding meant agreeing one process with three teams that each had their own, and I learned to start from what each team would lose before asking it to change.
Thank you for considering my application. I would welcome the chance to discuss it with you.
Yours sincerely,
Alex Morgan
The letter is about 400 words and fits on one page with the CV header. Here is what each paragraph does and why it is written that way.
Paragraph 1: the role and a one-sentence direction
The first sentence gives the reader the practical facts: role, office, intake. The second and third sentences state the thread of the whole letter (analysis that leads to decisions people act on) in plain words. There is no "strong interest", no "prestigious firm" and no list of qualities, so the reader reaches something personal in the first five seconds.
Paragraph 2: why consulting, backed by the path
This paragraph connects the master's project and the job, which the CV shows as separate entries, into one direction. It uses a CV fact (the pilot) but adds what the CV cannot say: the analysis was the short part, and getting people to act was the long one. That lesson is the motivation for consulting, and it is something Alex can discuss in detail in an interview.
Paragraph 3: why this firm and this office
The example supports the choice of firm with a specific conversation, including a role, a time and a detail (the team stayed for implementation), confirmed by a follow-up. It links that detail to Alex's own experience, so the choice is explained, not asserted. The office is justified by a practical fact (Alex lives in London) and by the type of work. If a candidate prefers not to name the person, "a consultant in your London office" works just as well, provided the conversation happened.
Paragraph 4: two strengths, each with its reason
Instead of retelling three CV bullets, the paragraph picks two strengths and explains what made each one work: the dashboard is used because it was designed around decisions, and the onboarding change worked because it started from what each team would lose. A reader learns how Alex thinks, which the bullet alone does not show.
Paragraph 5: a short close
Two sentences are enough. Repeating the argument or listing availability for interviews adds length without adding information.
Alex's letter uses three facts that also appear on the CV, on purpose. Each one is there to support a reason (why consulting, what Alex brings), not to repeat the achievement, and each comes with something the CV cannot show. A letter that introduced brand new achievements would raise the question of why they are missing from the CV.
If you would like your own letter and CV built around the same principles, the CV and cover letter review rewrites both together, so they tell one consistent story.
Generic versus specific: the same paragraph written twice
The quickest way to see what makes a letter credible is to compare two versions of the same paragraph. In each pair below, the first version could be signed by almost any applicant. The second could only have been written by Alex. All examples are fictional.
I am writing to express my strong interest in the Associate position at your prestigious firm. I am a highly motivated, analytical team player with a passion for solving complex business problems.
I am applying for the Associate role in Ashcombe Partners' London office for the September 2027 intake. For the past two years I have worked as a business analyst at a retail chain, and the moments I have valued most are those where an analysis turned into a decision that people then acted on.
The first version uses the reader's first seconds on formulas and self-description. The second gives the practical facts and a personal direction the rest of the letter can prove.
Consulting appeals to me because it offers a steep learning curve, exposure to many industries and the opportunity to work with talented people on challenging problems.
When we tested assortment changes in a three-month pilot, the analysis took two weeks; persuading store managers to apply the changes took the rest of the pilot. That taught me that a recommendation is only as good as the plan to put it into practice, and this is the part of the work I now want to develop with clients.
The first version describes the job's attractions, which every applicant shares. The second describes a moment from the candidate's own work and what it revealed, so the motivation is believable and easy to discuss in an interview.
Ashcombe Partners is a global leader known for its collaborative culture, its commitment to client impact and its award-winning work. London is a dynamic business hub where I would love to build my career.
At a university careers event in March, Hannah Cole, a consultant in your London office, described a grocery project in which the team stayed on through the first months of implementation. When I followed up by email, she explained that this is common in the office's consumer work. That way of working is close to what I learned at Northbridge. I live in London and would like to start in its consumer and retail work.
The first version could be sent to any firm by changing the name. The second contains a conversation, a detail only an insider would give, a link to the candidate's experience and a practical reason for the office.
At Northbridge Retail I analysed sales across 40 stores, redesigned onboarding across three teams and built a weekly performance dashboard. I have strong analytical, communication and leadership skills.
I would bring two things in particular. The first is making analysis usable: the weekly dashboard I built is still used by six regional managers, because I designed it around the decisions they take each Monday rather than around the data we happened to have.
The first version repeats the CV and then adds generic adjectives. The second picks one strength, gives one fact and explains what made it work, which tells the reader how the candidate thinks.
A simple test works for every sentence in your letter: could another applicant to the same office sign it without changing a word? If the answer is yes, either add the fact that makes it yours or cut the sentence.
Adapting the letter to your profile
The structure stays the same for every profile. What changes is the question the reader most needs answered.
Experienced hires
With several years of work, the reader's question is less "why consulting?" and more "why now, and what will you bring that a graduate cannot?". Open with the expertise you have built and the kind of problem you want to work on, then explain what has changed to make consulting the right move at this point. If the firm has a practice or industry group that matches your background, say why your experience fits it, with one concrete example.
Keep the letter to one page even when the CV runs to two. Your achievements are on the CV; the letter explains the direction. Our experienced-hire CV example shows how the same profile is presented on the CV side.
With over ten years of experience in healthcare IT, I have developed a broad set of skills that would make me a valuable addition to your team.
For ten years I have implemented software in hospital systems in three countries. The part of that work I want to do more of is the decision that comes before the implementation: which services to merge, what to stop doing and how to fund the change. That is why I am applying to your healthcare practice.
The rewrite states the expertise in concrete terms and turns it into a reason for the switch, instead of offering a general promise of value.
Career changers
If you come from medicine, law, engineering, research, the public sector or another field far from business, the reader will wonder why you are leaving a path you trained for. Answer that question directly, and present the move as a direction you are choosing, not something you are escaping. Show that you understand what the job involves, ideally through a conversation with someone who does it, and translate one experience into terms a consulting reader recognises: the problem, the people involved, the decision and the result.
International candidates and relocation
If you are applying to an office in another country, say in one sentence whether you have the right to work there or what your relocation plans are, so the recruiter does not have to ask. Explain the office choice with a real reason, such as family, language or a long-standing link to the city. Foreign grades and degree names belong on the CV, with the scale if it may be unfamiliar.
Reapplications and gaps
If you are applying to the same firm again, one sentence on what has changed since the last application is enough: a new role, a new skill, a clearer idea of what you want. A gap or an unusual turn in your path can also be explained in one neutral sentence when it helps the reader; it should not become the theme of the letter.
Common mistakes
Most weak letters fail for the same few reasons. Each of them is easy to fix once you see it.
- A copy of the CV in prose. If the reader learns nothing new from the letter, it has failed its only task.
- Motivation without evidence. "Passionate", "driven" and "fascinated by business" mean nothing without a fact from your own path.
- Praise for the firm. Rankings, awards and phrases copied from the values page tell the reader nothing about you.
- The wrong firm or office name. Reusing a letter without checking every name is the fastest way to lose a reader's goodwill.
- Claims you cannot defend. A conversation you did not have, or a figure that does not match the CV, can come back in the interview.
- Describing consulting as a stepping stone. Talk about what you want to learn and contribute, not about where you plan to go afterwards.
- Length and formality. Two pages, long sentences and old-fashioned formulas make the letter slower to read and less personal.
A note on AI tools
Several firms now publish rules on AI in applications. McKinsey's interviewing page, for example, accepts AI for preparing and refining a CV but not for exaggerating achievements, and BCG publishes its own guidance on AI in applications. Whatever tools you use, every sentence must be true and sound like you, because the interviewer may ask about any of it. Letters drafted by AI also tend to sound alike, which is the opposite of what the letter is for.
Checklist before you send your cover letter
Go through your letter with this list. Each point is something a reader notices on a fast read.
CV and cover letter review
Make your motivation convincing and your application consistent
Franco Borgonovo, a former BCG Principal who selected candidates as a recruiter, personally reviews your cover letter and your CV together. He helps you replace generic claims with evidence from your own path, explain why consulting and why the firms you are targeting, and keep the two documents telling one story. Your CV goes onto a consulting-specific template, written for consulting in general or targeted at the firms you choose.
You answer a few questions and upload your documents. If a fact, a result or a reason is missing, Franco asks you for it rather than inventing it.
- US$239 for the CV and cover letter review
- First version within 3 days of having all the information needed
- One round of final adjustments after your feedback
- Personal review and follow-up by email
Satisfaction guarantee: if you are not satisfied with the first version, ask for a full refund within 2 days of receiving it. Review terms.
Frequently asked questions
Is a cover letter the same as a motivation letter?
In consulting applications the two terms are used for the same document: a one-page letter explaining why you are applying. Some portals replace it with short written questions on motivation; the same principles apply, in fewer words.
Can I use the same letter for McKinsey, BCG and Bain?
You can reuse the structure and the paragraph on why consulting, if it is genuinely yours. The paragraph on why this firm and this office has to be rewritten for each application, because it is the part the reader checks for real interest.
Should I name the consultants I spoke to?
You can, if the conversation happened and you are comfortable that the person would not mind. Naming the role and the office ("a consultant in your London office") works just as well. What matters is that the conversation was real and that you can describe it in an interview.
What if I have not spoken to anyone at the firm?
Try to before you apply: firm events, alumni of your university and former colleagues are the usual routes. If that is not possible, use a specific fact about the office's work that connects to your experience, and keep the paragraph honest rather than filling it with praise.
How long should a consulting cover letter be?
One page, usually around 300 to 400 words in four or five paragraphs. A shorter letter is fine if every sentence says something specific.
Does a good cover letter guarantee an interview?
No. The CV, your profile and the firm's needs carry more weight. A specific, credible letter can help, especially when something on your CV needs explaining; a careless one can hurt.
Your next step
Write the paragraph on why this firm and office first, because it needs the most evidence, then build the rest of the letter around it and test every sentence against the checklist. If you would like a former recruiter to rewrite your letter and CV together, so that your motivation is specific and both documents tell the same story, start your CV and cover letter review.
About Franco
Franco Borgonovo
Former BCG Principal · 10-year tenure · Official BCG coachFranco spent ten years at BCG, from intern to Principal, interviewing and selecting candidates as a global lead recruiter. He is still an official BCG coach for new hires, and today works one to one with candidates on applications, McKinsey Solve and interviews.
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