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.

Your biggest opportunity probably lies under your own feet, in your current job, industry, education, experience or interests.
Brian Tracy

I could have closed down bits of British Home Stores to make more money but it's not my style. I want to make my money as a retailer, not by putting people out of work.
Philip Green