What to Include in Your Introduction Letter

When you’re reaching out to a new opportunity, you might include a signed letter. In the case of digital communication this may be an email, but the objectives are the same and the stakes are relatively high—if you say the right thing, you might get an opportunity to advance the relationship, and if you don’t, this could be the last contact you have with them.

There are no magic words that will get you a meeting every time and there is no script that will work for every situation, but there are guidelines that may help you write more effective introduction letters:

Start with a pain point.

This letter is about them more than it is about you, so instead of presenting your service at the outset, think of something that connects their needs with your specialty. This is more likely to catch their attention and it illustrates your familiarity with the kinds of challenges they face.

If you have a connection, state it.

This will help make the introduction feel less like a cold call. You might be able to say, “We’ve been working with executives in your company for many years, and we’re intimately familiar with the pension and stock options you’re being offered.”

If you have a more personal connection, like, “So-and-so passed me your name,” or “We met at the event last month,” make sure not to bury it. This letter is your opportunity to personalize your prospecting package to the individual recipient—an approach that tends to have much more traction than a generic mass mailing.

Clarify next steps.

At the end of the letter, the potential lead needs to know what will happen next. Are you going to follow up, are you hosting a seminar, or are you inviting them to an event? Is there something you’re asking them to do, like reach out directly or visit your website to schedule a review?

Keep it brief.

No matter how strong your letter is, the recipient will likely skim it. And when they do, they should at least glean the general content of the pain point, connection and next steps. The longer you make it, the more likely they are to miss these points and fail to take action.

Remember that the package itself will contain details you don’t need to repeat in your letter. This brings us to the final guideline:

Attach relevant information.

These letters are best used in conjunction with formal introduction collateral. Think carefully about what you can send to a target-market individual that will help convey the relevance of your offering, and make sure it is polished enough to reflect the level of service and value you offer.

Reach out to us if you’re thinking of elevating your introduction package or creating one for a particular campaign.