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.
Anything that you'd use in an informal communication is inappropriate for a business letter. This includes slang, text_speak, emojis, and anything off_color or casual. If you're used to communicating mostly with friends, family, or even co_workers you've worked with for a long time, an appropriate closing for a business letter will probably feel pretty stilted at first. Don't worry about it – your colleague or business associate won't feel that way when he or she reads your correspondence. What seems unnatural to you will feel respectful and polite to the recipient.