On Martian Day, 16 May 96  03:36:00, FLOYD was caught blabbering the 
following:
 FW> Before the days of political correctness, many, if not most,
 FW> business letters, begin with the salutation of "Gentlemen".
Things were soooo much simpler back then......
 FW> So my question:
 FW> what is the politically correct salutation to begin a business
 FW> letter?
Sending to _what_ ? Homes ? Businesses ? Anybody and everybody in
general ?
In the case of the first instance, perhaps "Dear Homeowner", or "Dear
Houseowner" would be appropriate. Problem: doesn't (always) include
renters or those who lease...
When it comes to businesses, it's always best to know who it is that
you're sending mail to ! If it's the company's President, Owner or CEO,
then address these _positions_: names come later if they're at all
interested in what you're flogging them. Ditto for any other _executive_
positions, including Management types.
Here's a hint for you to follow-up: get your name on as many mailimng
lists as you can and study how the experienced pros do it. Pick a few
of the better examples and then emulate these with your own. Problem:
getting your name OFF these lists. A definite drawback, but hey, what do
you want  for "free" ?!? Sorry, the Tajmahal is already spoken for...
The last situation can be very nicely covered with a "Press Release:
format ! Why even "HEY, YOU ! Have We Got News For You !" is an
acceptable format, since the whole object of the Press Release is to
draw attention. Mind, something like "HEY, SCHMUCK !" would _not_
constitute acceptable form...unless "schmuck" is the name of a trade or
profession under which practisioners are generally and widely
known/called by. Still, you've got to take care: writing a piece of PR
to police officers, for example, you wouldn't want to open with
something like, "Hey ! Copper ! You Wit Da Shiny Badge on De pocket !".
While some police might find that comical, the majority would take a
very dim view of it...and take special note of your name, commit it to
memory and then HOPE to be able to hand you a very special "response
card" in the form of a co$tly traffic offense ticket...or worst !
THE REALITY: Don't become too overly concerned that you may offend
somebody. If your product is really good enough to warrant a response,
then you'll find-out if your addressing schema is working or not.
Response cards are excellent tools to determine this, since you not only
pick up names for a database, but also some indication of gender/sex,
PLUS an indication whether folks prefer to be addressed by first, last
names or by their initials. (Obviously, I like the latter form...)
~~~ PGPBLUE 3.0 
Semper Fi
RTP
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