ignored. If a form letter from some one who does not know Mr. Brown,
personally, starts out "Dear Mr. Brown," he is annoyed. A man with
self-respect resents familiarity from a total stranger--someone who
has no interest in him except as a possible customer for his
commodity.

If a clerk should address a customer in such a familiar manner it
would be looked upon as an insult. Yet it is no uncommon thing to
receive letters from strangers that start out with one of these
salutations:

"Dear Benson:"
"My dear Mr. Benson:"
"Respected Friend:"
"Dear Brother:"

While it is desirable to get close to the reader; and you want to
talk to him in a very frank manner and find a point of personal
contact, this assumption of friendship with a total stranger
disgusts a man before he begins your letter. You start out with a
handicap that is hard to overcome, and an examination of a large
number of letters using such salutations are enough to create
suspicion for all; too often they introduce some questionable
investment proposition or scheme that would never appeal to the
hard-headed, conservative business man.

"Dear Sir" or "Gentlemen" is the accepted salutation, at least until
long correspondence and cordial relations justify a more intimate
greeting. The ideal opening, of course, strikes a happy medium
between too great formality on the one hand and a cringing servility