In the first para, write about the job you're applying for and why you're suited to it.
In 2nd para, what made you apply, why you like the firm. "I have always been interested in xyz, and joe co's position as market leaders in xyz..."
3rd para, write a bit more about you, the skills that will make you a better candidate than anybody else, why you applied, what interests you, any other transferable skills etc.
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