For uploaded or mailed cover letters, you do not need to include as much information as you would in an email message, because the heading of your cover letter includes your contact information. For a paper cover letter, use a formal business_style letter format which includes a heading, salutation, the body of the letter, closing, and your signature. Review these guidelines for what to include in your letter.
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.