The answer to that is make it about them, them, them! When you are approaching someone to begin a relationship, you want to offer help, or ask for something they can say yes to, which means: DON'T ASK FOR WORK or A JOB in the first few contacts. Build the relationship first.
So tell them in your initial letter: who you are, where you are in your career and where you want to be.
Then: Tell them why you're writing to them (what you want or can do for them) and WHY THEM PERSONALLY. This is where you make it about them, them, them.
Remember to give your contact information as well as a date when you plan to follow up with them.
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