Then you arouse their desire by explaining how you can do this — for instance, by showing how successful you’ve been in other positions, or by explaining the specialized training you have relevant to the job. Avoid jargon here — explain clearly and concisely the benefits of the solution you offer. When I worked in marketing, I learned an important lesson: nobody buys anything based on features (and “buy” is used in its loosest possible sense, like you “buy” an idea). You have to explain exactly how those features will benefit the potential buyer.
Formal communication is on the wane in modern life, but there are still times when it's the only correct way to reinforce a connection or convey information. If you're applying for a job, looking for a recommendation, or expanding your network, err on the side of formality. Don't let the slightly archaic feel of a formal business letter tempt you into using flowery, outdated language.