I subscribe to the Money Beet Theory of writing as defined by Dwight Schrute in The Office.
Put the good stuff up front. What’s in it for the reader? Don’t tell them about you, tell them about themselves. What’s in it for them? Where do your common interests lie? Where can you build a bridge? Put your most compelling reasons/best arguments up front. Hooke them early. Don’t be shy, we all know why we’re here. And for goodness sake, run a comb through your hair.