What's the strategy he used?
Just being more specific, linking it to the work of the firm and why you are interested in it and how your skills meet it
So before I would regurgitate what I found on the website etc...
Example: You are an international firm with 35 office's around the globe which really interests me
BECOMES: I have spent significant periods of time in 5 countries and speak 4 languages OR
I work for a retail store that has outlets on 5 continents. I have been seconded to the buying department who talked me through the need to understand the acquired taste of the different markets they serve OR
I work for a a flagship retail store in the capital. This gives me the opportunity to meet people from all over the world...
And then state how it links to the firm and any recent transactions and challenges the industry is facing... etc
I'm sure many people do this already. But I was not. I was simply re-writing their own material.