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Topic: Advertising/PR

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This question has been answered, and points have been awarded.

New Company Letter Of Introduction

Posted by Anonymous on 250 Points
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.

  • Posted on Member
    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.
  • Posted by CarolBlaha on Accepted
    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.

  • Posted on Author
    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.
  • Posted on Member
    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.
  • Posted by Jay Hamilton-Roth on Accepted
  • Posted by michael on Member
    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.


  • Posted on Accepted
    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.

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