People and companies like to see their names in print, especially if it took some effort to find them. Chapters 2 and 5 include tips to help you find the real addressee even when the person is trying to be incognito.
Just about every cover letter sent in response to an ad begins in the following style, "To Whom It May Concern: This letter is in response to your ad in the National Business Employment Weekly for . . ." Rather uninspiring, isn't it? Is it any wonder the few individuals who research a company, then use the information to formulate their cover letter's f irst paragraph, have a tremendous advantage over their complacent competitors? In the resume derby, everything you do to distinguish yourself moves you another length ahead of the pack.
We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. Jeff Bezos