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.
Quick Tip: Don't use your work email address for job searching. Use your personal email account, or set up a unique account to use just for your job hunt. Many free online email services exist, like Gmail and Yahoo mail, that you can use to set up a new email account exclusively for your job search.