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In your case, your cover letter is your chance to explain why your previous employment and education don't really fit the norm of the industry where you are applying. Highlight what skills you do have that you feel will be useful to the company. Express why you are interested in making this career change. And yes, research the company and the higher official as much as possible. Address your letter to them and address the challenges the company may face and how you can apply your skills to the benefit of the company.
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