Ask the person requesting the letter to provide as much information as possible about what they are applying to. For example, if the letter is recommending them for a specific job, ask for the job description. This will help you to determine what skills the employer is looking for. You can then offer examples of how this person fulfills the job requirements.
Many academic institutions or colleges have guidelines on their website of what they are specifically looking for. This is a good place to start when drafting your ideas.
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