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Salutation Savvy If you're looking for work or your clients ask for help with their cover/query letters, remember that the first and most important part of the cover letter (besides accurate contact information) is the salutation. With so many names available, this gets tricky. When we say tricky, we’re referring to gender-neutral names. Unless you have a personal acquaintance with the addressee, you cannot be certain if the name is male or female. Many clients over the years have insisted on Writer’s Relief using salutations such as Dear Mr. So-and-So or Attention Ms. Whoever. Addressing editors, agents, or potential clients using Mr. or Mrs. or Ms. used to be the norm. This is no longer true. In order to avoid embarrassment and alienating a potential client or an editor (and NOT getting a good read), follow what has now become industry-standard rules for addressing these decision makers. Simply use the first and last name of the person to whom you are addressing. This technique was used for mass mailings but has now become standard business protocol. Using both names in your communications with these individuals won’t be held against you. On the contrary, the client will know you’re not an amateur. For example, if the client you are proposing to freelance with is named Alex Young, don’t begin your letter with Dear Mr. Alex Young, because when she opens up the envelope she’s likely to feel at least a little annoyed.

In the US, gender-neutral names are becoming trendier each year. Before 1960, these names were almost nonexistent. Since then, more and more parents have turned to names such as Dakota, Drew, and Zane. Also, when dealing with names from cultures other than your own—don’t assume. Be cautious and tread lightly because you don’t want a potential client turned off by your lack of knowledge. This silly mistake could lead to you missing out on a freelance opportunity or at least for making strong first impression. If you feel uncomfortable about names in general, you can always begin your letter with "To Whom It May Concern." Using a personal name is still considered the best option, so choose To Whom It May Concern rarely. Here is a partial list of some of the names that we’ve run across over the years. Can you tell whether you should choose Mr. or Ms. when addressing these individuals? Remember that the wrong assumption may cost you that good first impression.

Sam, Dale, Shemayahu, Fran, Aziz, Joel, Herm, Bobby, Sydney, Kinza, Marion, Gerry, Kerry, Joyce, Keiko, Gale, Flo, Jamie, Pupa, Thikhathali, Corey, Thabo, Zujun, and don’t forget . . . Ronnie!

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