What's the most important thing to know for sending a query letter to a journal, magazine, or newspaper?

What's the most important thing to know for sending a query letter to a journal, magazine, or newspaper?
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Answer :

When sending a query letter, use it as an opportunity for the editor to sample the style of the piece you’re querying. In other words, match the tone of your letter to the tone of the story/article. Let them get a feel for who you are. Also, if you don’t have an editors name, find it before you query, and adress the query to that editor. In this day and age, there’s no reason this should be missing.
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