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What Is a Business Introduction Letter?
A business introduction letter is a written document that business owners create to extend a hand in friendship or form a professional relationship with other businesses in the market. Think of it as an introductory piece that can get you into the complex world of business. A piece of correspondence like this allows you to formally introduce yourself to someone as you try to start an acquaintance and meet other prominent individuals in your desired industry. It’s also an efficient way to connect your business contacts with others as you try to expand and grow your small business gradually despite the knowing presence of competitors.
While we’re on the subject of introducing ourselves to those who know nothing about us, note that introduction letters are different from employee resume and cover letters. It’s not an autobiography that details the background history of your business and what drove you to start it. Instead, it’s a short and concise explanation of what your business is and why the letter is being sent. Although most business letters are now delivered via email, many companies continue to recognize the value of handwritten pieces. Writing might not be one of your strongest points as a business owner; however, sufficient knowledge and constant practice in drafting an introduction letter are sure to garner favorable outcomes for your business.
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The Importance of a Business Introduction Letter
As reported by the Cision in 2016, over 99% of U.S. employers are small business owners. The majority of businesses in today’s market are working to achieve greater things through the many marketing strategies that they employ. In addition to the various digital marketing campaigns, acknowledging the value of business introduction letters in the modern world is a key asset to one’s success.
You see, building relationships and networks are an essential aspect of a person’s or company’s professional career. But before you can embark on promising business ventures with these clients and partners, you need to let them know about what you do. Introductory letters usually come after a quick meeting with a client who has expressed his/her interests in your offers through a passing conversation or an online activity. The objective of the letter is to give recipients a reason to want to know more about your business, along with the products and services that you have to offer.
Think about it this way: as a newbie, people either have no idea who you are or have their doubts about your capabilities as a professional entity. It’s only natural for prospects to think twice about trusting your business, especially when they have a lot to lose from a potential investment. Hence, the only way for you to deal with these matters accordingly is if you learn to approach the situation with grace. It’s almost like making the first move to someone you only met ten seconds ago in class. The act itself may seem intimidating at first, but a proper introduction is sure to give prospects a good outlook on your business.
How to Write a Business Introduction Letter
Writing an introductory letter to a client, investor, or business partner is more than educating a reader about your offer, as it’s also about convincing your audience that among the dozens of competing businesses in the market—you’re their most promising bet. A well-written pitch can put on top of a reader’s mind for as long as they take action. It creates a more personal connection with a potential client through the effective delivery of a marketing message. Thus, knowing how to craft a business introduction letter that your target audience will like is a critical step in the process of building your network.
Step 1: Organize What You Want to Say
Before writing your letter, you need to have a game plan that you could follow. Think about the reasons recipients might find your letter useful rather than why you want to send it. This allows you to determine the benefits that prospects may acquire if they choose to work with you. Presenting these facts, rather than the prices and features of your products or services, can draw more attention to your business by enticing a reader. It also establishes a natural flow of ideas as you take your readers on a short journey. Be sure to rank these elements in order of their importance, so you know what to eliminate in case the letter gets a bit too long.
To hasten the process, you can also consider using a business introduction letter template as an alternative.
Step 2: Start with a Bang
First impressions matter, even when it comes to letters. Begin your introduction letter with a question or sentence that would make a reader want to discover more about your business. For instance, you can start with a relevant statistic that tackles the problem at hand. It should demonstrate a need that your prospects have, leading them to a sense of longing for an effective solution. Discussing the issue and hinting that you have a solution for it is a great way to keep your audience hooked. The secret to keeping your audience engaged is to make your opening paragraph a few sentences long without providing the answer to their questions just yet.
Step 3: Present Your Benefits
Tell readers what you can do for them. As soon as prospects receive any form of marketing letter, they expect to find something in the document that might benefit them. It’s usually a concrete solution to a problem they have, which you may have also used to catch their attention. If possible, you can also give an example of a similar company that you managed to help. This part of the letter must concentrate on the information that may convince readers of your capacity to address a need. However, try not to give away too much information that could keep prospects from furthering the exchange.
Step 4: Make a Call-to-Action
No business letter would be complete without a call-to-action. Business brochures, sales flyers, and event posters all come with a CTA that is clever enough to generate an immediate response. The CTA should guide prospects in responding to your business invitation as you try to end the letter in a positive note. You can tell the reader to give you a call, visit a website, or come to your event. This usually depends on the purpose of the letter and the type of audience you are targeting. The point is to make yourself accessible to the prospect as you attempt to push them further down the sales funnel. You have to make your target audience feel as if calling you and availing your services is the only option they have to address an existing problem.
Step 5: Add a Postscript
It’s a good idea to end your introductory letter with a postscript message. Despite being positioned at the bottom part of your letter, it can often garner the most attention through a stand-out message. You can mention something special or unique about your business that you know prospects will be drawn to. Be sure to make it simple yet compelling enough to catch the eye. Skip the generic postscripts and focus on what’s valuable to your audience.
The Dos and Don’ts of a Business Introduction Letter
Whether you’re fresh in the industry or trying to reach a new audience, a business letter of introduction can help you connect with prospects and generate leads for your business. Your ability to understand the needs and desires of your prospects can leave a good impression on customers who seek a company that cares enough to offer them the best possible solution to their problem. It might seem impossible to stand out among the big dogs, but getting in front of the right people with your business introduction letter does take careful planning and execution. Listed below are some dos and don’ts to keep you guided.
1. Do consider your audience.
Even with your little knowledge about the people you are corresponding to, tailoring your letter according to one’s interests and desires is one way to keep things personal. You can’t deny how challenging it is to write to someone you have no business relationship with, especially when they have no idea who you are. To address this problem, you can begin creating an audience profile to define the type of people who are likely to purchase from or partner with your business. Details such as a person’s age, gender, and income may be considered.
2. Do keep it slightly informal.
Contrary to an average business letter, a business introduction letter may possess a more casual tone as a friendlier approach to the recipient. It doesn’t have to be too concise and short to send the right message. This also helps foster the kind of relationship you build with a potential client or investor as your business attempts to reach out to a targeted audience. While you still want to make it as professional as possible, try not to overdo the formal introductions and the use of industry jargon. As a small business, building your network won’t be easy, so you don’t want to come across as an intimidating, inapproachable entity.
3. Do make a clear point.
Make your intentions completely clear to readers. Apart from telling people about your business, you also want to let them know what they can do with the information they’ve acquired. Perhaps you want them to call a number, set an appointment, or meet up with you to discuss matters even further. Whatever action you want them to take, you need to make it easy for prospects to reach you through the details provided in the letter. This includes your contact information, business hours, and anything deemed relevant.
4. Do grab the attention of readers.
It’s not easy to stand out when you’re a small business. With the dozens of letters that prospects receive on a daily basis, getting their attention should be the first thing on your agenda. Pique their interest with a question, an anecdote, or a compelling fact. Be sure it relates to the problem your audience is experiencing so that you can prove to your recipients that you understand their needs and are capable of meeting them. You need to show readers why your business is worth considering based on what you’ve presented in your proposal.
5. Do proofread and edit as necessary.
Take the time to check and revise your business introduction letter when you get the chance to. Proofreading is always a good thing, especially when you want to make the right impression with your audience. Be sure to edit out any words, phrases, or statements that need correcting. Watch out for simple spelling or grammar mistakes that ruin the essence of your message. The name and address of your recipient must also be noted to ensure that the letter reaches the right person. It’s essential to refine your letter until it’s flawless before sending it to the desired recipient.
1. Don’t start with anything other than your purpose.
Stop beating around the bush and get straight to the point. Not everybody has the time to read through a letter that’s as long as a storybook, so you might as well let the reader know what your intentions are with the letter from the get-go. Simply inform the recipient that you are writing to introduce your business as well as the products or services you have to offer. Keeping your message direct will make it easy for the reader to determine the purpose of the letter and whether or not the offer is of value.
2. Don’t neglect their company culture and brand.
If there’s one thing that you could use to your favor, it’s the manner in which you approach your audience. You’ll want to write an introduction letter using terms or concepts associated with their company. The least you can do is spare some time to research the company’s background and get a feel of who they are through print marketing ads, press releases, and social media pages. Your ability to relate with one’s culture and brand will definitely resonate well with the particular recipient.
3. Don’t give away too much details.
When you introduce yourself to someone, how far do you go in terms of providing your personal information? You don’t want to overwhelm your reader with profound details about who you are, what you do, and where you operate. If anything, you want to stick with the basics that people might want to know about you. Doing so allows you to carry on with the conversation by responding to common inquiries that may help strengthen your pitch. It’s also a way of protecting yourself from competitors who could end up using your information to their advantage.
4. Don’t be too wordy.
Keep the letter short and sweet. There’s no reason to write a wordy letter if it only makes it difficult for readers to grasp your message. A brief, impactful letter should be enough to get people to act. You can limit your word count to under 400 words as long as it conveys your points effectively. You also want to refrain from including unnecessary information that only adds to the length of your text and not its purpose. It’s best to practice writing in short sentences as a way of cutting down text and avoiding any chances of misinterpretation.
5. Don’t forget the basics of letter writing.
To an extent, the letter must adhere to the standard protocols in business letter writing. While this doesn’t mean you need to sacrifice the friendly tone for something more business-like, it does require you to maintain a level of formality in terms of tone and word choice. Refrain from using overly sales-oriented language that will make your letter seem more like a pushy sales brochure rather than a subtle invitation. Be sure to use a company letterhead containing your business logo and office address as well. You’ll want to avoid adding any other graphical elements that could make it difficult for your recipient to read the letter.
Dedicate your time and effort to send a business introduction letter to people who’d make a positive difference to your company. Whether it’s to land a job with a client or break into a new industry, take advantage of the power of introductory letters for business by refining your skills in the practice. With all that said, get started with your business introduction letter today with the guidelines and letter templates provided.