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.
To save your reader time and to call attention to your strengths as a candidate, state your objective directly at the beginning of the letter. Example: I am seeking a position as a manager in your Data Center. In such a management position, I can use my master’s degree in information systems and my experience as a programmer/analyst to address business challenges in data processing. If you have been referred to a company by one of its employees, a career counselor, a professor, or someone else, mention that before stating your job objective.