FREE social media marketing virtual event this Friday » Register Now!
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
Professional Development Solutions
Schedule of Events
Digital Marketing World
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 626,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
New Company Letter Of Introduction
4/25/2008 at 8:59 AM ET
I run a residential construction/project management company, and will be sending out an introduction letter to local architects announcing my company and services. I need a well written, formal letter of introduction (template/example) that I can customize.
4/25/2008 at 9:26 AM
You really need to work with someone to craft an appropriate letter. It has to be tailored to the market segment you are addressing, AND has to correctly position what you are offering and why they should consider using you.
Maybe my colleagues will have an answer, but I'm not aware of off-the-shelf letters of introduction that you simply swap names on and go. If they do exist, though, I would be careful about using them, as I don't believe they will have your intended impact.
I've done this and can assist you, if you would like to contact me via the email in my profile.
4/25/2008 at 9:43 AM
Begin with the end in mind. Is the letter really to only introduce your company-- or get an appointment? Or have them put you in the bid pool?
I market to architects in my rep agency. You have to do something that will put you at the top of the pile. Honestly, I don't care how wonderful the letter is-- this group requires a direct personal meeting.
I'd clearly state what your firm's specialty is. Do you have a LEED AP onboard? Have you won awards? Your letter must also have a call to action.
Remember when you write to slant the letter not about you-- but about them. The "what's in it for me"-- good ole WII FM, the radio station in their head. When you write, if it passes the "so what" test-- you'll know you are on the right track.
4/25/2008 at 10:01 AM
I understand that no "canned" letter will be the answer. What I'm looking for are things to cover in the letter, ways of wording, and ways to close, that will get me in the door for a meeting. I started the company approximately 3 months ago, but have been doing this for over 8 years. I have no accolades etc. to brag about but have good people skills and am confident that I can pass the "so what" test if I can get in the door.
4/25/2008 at 11:49 AM
Unfortunately, even if you had Shakespeare helping you to write the letter, it won't get you in the door.
I've tried all sorts of variations on introductory approaches, and sending a letter as a first contact has minimal impact. This is even when you say you will be calling to follow-up and then do so - most of the people will not have any recollection of seeing the letter.
My suggestion is to target a specific 'pain point' your target audience is experiencing (and you can respond to), then phone or email the appropriate person at the target firms. Be as brief as possible.
"Hi, this is X and my firm Y specializes in responding to the problem of Z. Is this something you are experiencing?"
If they say yes, ask about how this is impacting their business. After they've spoken, say, "I believe we can help you with that, and I would appreciate the opportunity to stop by and discuss how we can resolve that problem."
Of course, you've got to use your own words, but this provides the concept.
4/26/2008 at 10:08 AM
Here are a bunch of examples/answers to choose from:
4/26/2008 at 12:09 PM
If you contact me off-line I'll help you right the letter and when it performs well we'll figure out some kind of fee.
BUT I need to know where you're located so I'm not overlapping current customers.
OR you can post this as a project on this site.
4/29/2008 at 4:41 PM
Look at the letter as just one in a series of actions to "get you in the door." No one action may do it by itself, but together, your chances increase dramatically.
Try to avoid cold calling with the letter. It's always better if you are either following up after having met someone, or if you have a referral (you are asking everyone you know for referrals--right?). Begin by referencing either where you met or who suggested that you introduce yourself.
I think the fact that you describe yourself as having "good people skills" is a selling point in your industry. Build on that in terms that have clear client value. Keep it short, but focus on 1) the problem you solve for your clients and 2) what's different about the way you solve it.
BACK TO TOP
Post a Comment
Take 10 / Online Seminars
The Most (and Least) Effective Keywords in Email Subject Lines
by Ayaz Nanji
Get Rid of Your Lousy 'About' Page Once and for All
by Sonja Jobson
How to Start Building a Customer Base With Your Newsletter ...
by Marian Pinera
Six Trends for 2014 in Mobile Marketing and Advertising
by Gregory Kennedy
B2B Lead Generation Trends for 2014: What's Hot and What's Not ...
by Seth Price
See more marketing articles »
Marketing Automation Goes Agile
Take 10: Key Tips to Consider When Creating a Digital Strategy
MarketingProfs University: How to Make Your Content the Belle of the Marketing Ball
Three P's of Successful Marketing Teams: People, Perspective, and Process
Take 10: Three Ingredients That Turn Engagement Into Measurable Business Results
See more online seminars »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with