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The only thing that is going to appeal to them is your offering price, and how fast you can close. That is all they will be interested in. It does not have to be flowery (in fact should not be).
So, do your research to determine the fair market value, and base your offer on that. If you have the cash on hand, let them know as financing arrangements will draw things out. If you are preapproved for financing, that will help too.
Let them know that your letter is not an offer to purchase at that price, but that you will submit a purchase offer if they are agreeable at that price. The contractual purchase offer will give you some needed protections (subject to inspections, etc.), and you don't want them to be able to claim that your letter was a binding offer to buy.
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