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In this video, the focus is on writing effective recommendation letters, particularly for academic positions like PhD programs. It serves both referees and candidates needing guidance on crafting such letters. The speaker emphasizes the importance of marketing oneself or the candidate appropriately. The first step is to follow the address and salutation with a broad statement expressing enthusiasm for recommending the individual, such as: "I am very honored and excited to support the application of [Name] for admission into the [Program] at [University]." This introductory statement sets a positive tone for the rest of the letter, which is essential for making a compelling case for the candidate.