I seem to be spending a ridiculous amount of time putting together a letter in the mail to offline clients. I am probably over doing it by analysing their entire site if they have one (assessing design, code quality, meta tags for SEO etc.) or otherwise digging up whatever I can about their business, then formulating the letter based on the results I found. Is this pretty much what everyone else is doing for their letters? Or is it basically doing a search in Google and generalising until you get an appointment with them?