Question

Topic: Copywriting

Introductory Letter

Posted by Anonymous on 5/21/2008 at 2:45 AM ET 125 Points
Hi all,

I've recently joined an ad agency as a Client Service Executive and I'm also responsible for bringing new clients.

I've drafted the following introductory letter to send across the companies to intoduce our agency and to make a pitch.

Dear Sir/Madam,

We would like to introduce XXX as a full-fledged Advertising Agency known for its high quality creative standards.

With an existence from past Since, the formation of the agency 25 years ago,XXX has grown from strength to strength and in short span of has won various awards in recognition of it’s outstanding creative work, from all over the country and today XXX is an agency to reckon with.

Presently, we are headquartered at XXX and corporate office in XXX with branch office at XXX. We are quite keen to share our work with you, owing to whom we would like to make a full-fledged credentials presentation and explore the possibility of associating with your organization, to meet your advertising and communication needs. Kindly call on us at a time and date convenient to you.

Our contact no is as follows: (office address).

Looking forward to a meeting for a mutually beneficial relationship.

You can go through our website at: www.xxxxxx.com



I would like to get your opinions on the drafted letter if it conveys the msg effectively and makes the organization to revert back. Also What else could be incorporated in the letter?


Thanks and regards,
Rags
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RESPONSES

  • Posted by Inbox_Interactive on 5/21/2008 at 7:39 AM Accepted
    It's not easy to write a great prospecting letter.

    To give you the kind of feedback that you're looking for would really require writing a book; there are no shortcuts. Thankfully, a number of books on the subject exist.

    I do not think you will get much response from the letter as drafted. It's entirely too focused on your company's point of view ("we"), when it should be focused on the prospect ("you") and the benefits that they can derive from working with you. You also rely on the prospect to contact you, when I would think that you would be the one following up.

    I also assume that you intend to personalize the letter and not use "Sir/Madam." In addition, the possessive of "it" is "its." "It's" is a contraction for "it is."

    I think you also need to include some examples of your clients, their industries, and some specific mention of instances where you've succeeded. Client testimonials would help, too.

    Good luck with your effort. Please post the next version of your letter when you've crafted it.

    Paul
  • Posted on 5/21/2008 at 8:06 AM Accepted
    You need the letter to be benefit-oriented and to speak to the potential client's needs. Trade "we" for "you". Also, this is presumably a lead-generation effort and the important thing in lead generation is selling the next step (a preliminary meeting rather than a full-fledged presentation). Include something memorable with the letter so it is intrusive in the recipient's mailbox, and then refer to that something when you do follow-up phone calls.
    - Lee Marc Stein
  • Posted by Jay Hamilton-Roth on 5/21/2008 at 8:52 AM Accepted
    Ideally, each letter is crafted to the business, showing you know something about what they do and need.

    Short of that, make the letter memorable by its presentation - showcasing your creative advertising spirit. Insert the letter into a candy bar wrapper, a packet of wildflower seeds ("planting great ideas"), or send 1/2 a $5 dollar bill (and have them contact you for the other half), etc.

    Otherwise, as Lee & Paul mentioned - the letter needs to be clearly focused on what problem you can solve for them.
  • Posted on 5/22/2008 at 1:46 AM Author
    I completely agree with you Paul that i need to focus more on what we can do for a client rather then talking about the agency.

    I liked the ideas of Lee and Jay of including something memorable with the letter.

    Yes the first objective is to arrange a meeting and make a pitch after sending the letter..

    Thanks a lot for your feedback,,

    Regards,
    Rags
  • Posted on 5/23/2008 at 8:56 AM Accepted
    Hi there,

    Firstly...congrats on the job. Learn all you can, contribute whenever you can and keep seeking help, it will only better you!

    The other responders have offered some great advice. I would like to build upon what they have stated.

    1. Yes....focus the letter on the CLIENT! This letter isn't about you...it is about them and how you can make their business more profitable, have more market share, etc. If you mention your company at all it should be specific as to how something YOU did has helped xyz company in some very specific way.

    2. I love the ideas presented about creative ways to get your letter into your prospects hands. Heed those ideas. Get creative. STAND OUT!

    3. Here is my best advice for you...DONT STOP AT A LETTER! The DMA recently released a study showing an amazing 40% bump in marketing success when direct mail (what you have) is combined with tlemarketing. (And I don't mean sleezy telemarketing, I mean responsible phone prospecting) DONT STOP AT A LETTER!

    Best of luck to you. Let me know if I can be of any assistance.

    Kris
  • Posted on 5/24/2008 at 6:18 AM Author
    Kris,

    Thanks a lot to share your opinion on the same. You are absolutely right in saying DONT STOP AT A LETTER, it must be followed by a telephone call, and rest of the role it plays.

    Thanks a lot guys for your valuable inputs.

    Rags
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