Step 2 is really the unique part here -- what you need to do is to figure out who you want before you can figure out how to communicate with them. The oldest adage in the book about speechcraft is "know your audience" but it really applies to any sort of communication, even 1:1 ping-type emails. Can't emphasize enough how much you need to introspect within your org to figure out who you're looking for if you have any chance of convincing someone that they are who you're looking for.