Rarely does the family — or office staff — gather around when a sales letter arrives to read it aloud together. In marketing — and direct marketing especially — you are talking to one person at a time.
While you think of all your clients as a single, large group, they see themselves as individuals. Letters written to “Dear Friends” or “Dear Homeowners” rob familiarity from your marketing solicitations.
A simple change in salutation (and the tone) to a one-at-a-time “Dear Homeowner” or “Dear Friend” can set it all right again.
