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.

It is easier to do a job right than to explain why you didn't
Martin Van Buren

Networking with follow-up is the most effective. The key to a successful job search is contacts. Most people can sell themselves better in person than on paper. While the tailored resumes you send to search firms, ads and direct mail targets are important and deserve your attention, they will never possess the power of a good relationship.