Then you arouse their desire by explaining how you can do this — for instance, by showing how successful you’ve been in other positions, or by explaining the specialized training you have relevant to the job. Avoid jargon here — explain clearly and concisely the benefits of the solution you offer. When I worked in marketing, I learned an important lesson: nobody buys anything based on features (and “buy” is used in its loosest possible sense, like you “buy” an idea). You have to explain exactly how those features will benefit the potential buyer.
However, before using a general salutation (or leaving off a salutation), try to find out the name of the person you are contacting. If you are applying or inquiring about a job and the hiring manager’s name is not included on the job listing, you might look up the title of the employer or hiring manager on the company website. If there is a contact number, you might also call and ask an administrative assistant for the name of the hiring manager. If you are sending a different type of letter, you can still look up the person’s name on the company website, or speak to an administrative assistant or contact at the company for the name of the person you are trying to reach.