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well you should probably determine if you are looking for a paid internship or not.
As long as you have the requisite skill set so your employer doesn't have to spend too much time training you and you can work independently, if you are looking for unpaid internship experience, you'll probably be hired in a flash.
Otherwise I think to some degree stating your personal interest in the firm is important, but try to do it from a goal/strategy standpoint - in other words, try to explain why it aligns with your career goals and what you hope to get out of it.
You want them to feel like they are making a good investment to the field and possibly to their firm in the future by taking you under their wing
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