You better understand all that before you pitch yourself for a job or assignment. From the get-go, it has to be obvious in your cover letter that you understand how their "sand box" is configured and how to play in it.
In my industry - marketing/advocacy communications - the tone has to be upbeat. The organization can be non-linear. And the evidence supporting why I am the best professional for the job has to be in terms of outcomes.
Given my industry, to differentiate myself I can insert graphics in the cover letter. But, of course, not too many. Less is usually more. In addition, I can post links of articles I recently published on a certain subject such as reducing bounce rate. And, yes, I can be aggressive, as in offering to submit a mini-marketing plan for the company's new candy bar, without any fee.
In other kinds of professional services, ranging from law to management consulting. the sand box is different. Even if you are applying for a marketing position in those fields, you will still have to get a feel for what's expected in cover letters. The way I pitch myself to X snack company is not how I present myself to Y law firm.