Know-How Exchange : Copywriting

I think you should read the profile of each of your customer and see how you can provide the solution to their problems. At the very beginning of the letter you have to get their attention. Remember the important point is the BENEFIT of your services in helping them to solve their problems.

Do not forget to list all the benefits.
Best of luck,
Aria

Short and simple is always best with plenty of white space. The first paragraph will set the tone and provide the basics (who you are, name, title, etc.). Second, what your main goals are and the service you're offering. Wrap it up with a promise and contact info. That's it. This isn't a dissertation or a sales letter. Enclose a couple of business cards and personally sign each letter. Hand addressing the business envelop is a nice touch, if you can't do it yourself, give it to an assistant or hire someone. Add a regular stamp (please no machine printed postage).

You can add personal touches to each letter, but adding it (hand-printed) to the bottom of the letter rather than in the body catches the eye more. Something like a "PS" indicating that this is not just a mass-mailing will impress more than some template-based inclusion line...you're peers know this routine is easily faked. Don't over do it, that smacks of overselling too. If you have their email address, you can send them a quick (3-4 sentence, max) email with your V-card for future reference and a link to the corporate staff page, if they have one. Mention you have sent them your intro letter, but don't repeat the text.

Remember this is one of the few times it's really all about you, a long-distance handshake and quick intro.

Debi Brady
Technical Writing & Marketing Consultant

I think Zahid and Aria are on the right track. Demonstrate your thoroughness and involvement by putting something in your letter that is specific to each client. They'll be impressed that you did your homework, and they'll respond by welcoming your next sales call.

I think Debi's suggestion that this is "all about you" can lead you astray. It's all about the customer, his/her needs, and how you intend to help them achieve their [specific] objectives. If all you want to do is tell them your name, you're (a) missing an opportunity, and (b) overkilling the situation by sending a letter. (A business card will tell them your name.)

Where a letter is an important tool to make a connection with clients...Give some consideration to these possibilities.
1. If writing a letter keep it brief....understand that your clients' may be short on time...don't take what little time they have by giving them your whole life story. Besides more than a single page (if they even have the time and patience to read that) and you'll be tossed aside. Not the impression you want to make.
2. Is there any way you can make an appointment and visit the client for a few minutes (maybe lunch with the larger clients)...it gives you the opportunity to get to know the personality behind the service or product.
Good Luck to you.