Salutation: (Two lines below the recipient’s address, or about 1Ǚ down the page) The person the letter is intended for. Avoid “Dear Sir/Madam” and especially “To Whom it May Concern” unless absolutely necessary; not directing a letter to an exact recipient suggests that you don’t care who reads it (or you would have made a call or checked their website) _ and may prevent the letter from reaching someone who can act on your letter.
If you’ve done that well, they’re going to be asking themselves “How can I make this happen?”, which you answer in the last section of your letter by proposing an action they can take. “Call me at 鴔) 555 to arrange an interview” or “Let’s meet next Thursday to discuss this proposal” or “Order your copy today”. Don’t leave the action for your recipient to figure out. I think a lot of time we lack the confidence to ask for the action we want, and we give ourselves an “out” by leaving it unsaid, hoping they’ll figure it out themselves.