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.
Guidelines for Names and Titles: The salutation should typically use the person's last name, along with a "Mr." or "Ms." In general, avoid using "Mrs." or "Miss" unless you are certain of how the woman wants to be addressed. When in doubt, default to using "Ms."