You'll need to give specific reasons for wanting to work for each company you apply to. (targetjobs.co.uk)
The 3rd is to write more, but he has some very specific reasons for saying so... but you will need to listen to the interview to get these tips! (bookmarketingtools.com)
Tip: provide specific reasons for applying, such as the work they do or the training they provide. (targetjobs.co.uk)