Thanks to everyone who showed up for the Marketing Q&A webinar hosted by Jake Poinier! It was a great conversation and I hope you took something actionable away from it. We promise to do it again soon.
- Keep it simple. Don’t write volumes on first contact. Just introduce yourself and ask for a future conversation. Notice that I tied the reason for my letter to an event. For me, I’ve gotten a really good response rate from using that focus. It tells them I understand their industry on a pretty deep level. Whatever your opener (even if it’s a simple “I’m writing to introduce myself and my services”), don’t belabor it. And avoid getting “sales-y” with your opening line. Nothing screams “phony” faster.
- Don’t sell. In my sample, you’ll see me trying to get an appointment. I skirt the edges of selling, but that kind of approach is going to depend on time, place, and person. (In this case, I’m imagining I’m contacting someone before a trade event.) In general, though, the idea is to start the conversation.
- Focus on the client. It’s too easy to talk about our background or experience or samples. But the best idea is to focus on what you can do for the client. Always ask yourself “What does this mean to them? Why should they care?”
- Do your homework. Know something about the person or company you’re contacting. Mention something about them in your note. Don’t go overboard and don’t simply quote verbatim from a press release. Really learn what they do before you put fingers to keyboard.
- Keep the bio short and relevant. In what I’ve provided, I showed them who I was, what I concentrate in, who I’ve worked with, and how I can help them. To me, there are still too many “I” statements, so I’d rework those before sending it out.
- Ask for some action. Whether you want a meeting or a call, ask for it. Don’t ask them to hire you — not yet. It would be like getting married before you go on a date. Get to know them first, and give them the chance to know you.
- Remember the reason. Your LOI should be establishing contact, not nailing down contracts. Use it to start a relationship. From that mindset, write your letter.
Hi Matt:
(Reason for your email/letter) I see you’re heading to the ABC Conference this year. Would you have time for a brief conversation about Appleton Consulting’s communications/marketing needs?
(Your observations) I noticed Appleton has just launched a mobile claims app. Do you deliver company news or alerts through the app? I’d be happy to sit down with you at the show and discuss your mobile capabilities and potential, plus go over some of your wish-list communication/branding items. For example, if you’re looking to expand the number of thought leadership articles you’re placing in the industry magazines or if you’re hoping to establish a customer-facing newsletter, I can illustrate some ways I can help you gain more brand awareness through that content.
(About you) I’m a veteran writer and editor with over 15 years of experience, mostly in insurance and risk management. I’ve worked with companies like yours, helping them create articles, newsletters, websites, and media materials. Clients I have worked with include Ogilvy Public Relations, Aon Consulting, Principal Financial Group, and XL Group. Because of my connections at most of the industry publications, I understand their content needs and can suggest topics that fit. I’m including URLs to some of my samples.
(The call to action) Would you have time either Monday or Tuesday to talk? I have time available between 9:45 and 1:30 both days.
Thanks, Matt. I appreciate it, and I look forward to talking with you soon.
Best,
Writers, how often do you use LOIs?
What do you include?
What’s your preferred method of reaching prospects?
7 responses to “The Letter of Introduction, Simplified”
You know I love LOIs, too, Lori. But I've never (yet) used them to offer things other than my services in writing feature stories. You've given me a whole new way to view LOIs. Thanks!
Loved it when I saw it yesterday at the webinar and love it again today, Lori. 😉
I use a similar approach. I open with something I read or found out about the company (an award they won, something about their products or services, etc.). Then, I share a brief bit about me and close sometimes with a CTA similar to yours and others with an open-ended question – e.g., Would you like to connect?
See Paula? You taught me about the LOI, I get to return the favor with a new way to use them. It's a win-win!
Cathy, I like your approach, too. It's a great way to get their attention — who doesn't love hearing something about themselves (in a good way)?
That was a lot of fun yesterday, Lori! Thanks for sharing the letter–I'll also send out this link in my followup email to attendees.
Thanks, Lori, for posting this. I was hoping you would after hearing you discuss it in the webinar with Jake. Webinar was great, by the way! I learned some really useful things for giving my editing business a boost. Thanks again to you and Jake, and I look forward to the next one!
Editorially Yours,
Larissa
http://www.firsttofinalcopyediting.com
It was fun, Jake. Thanks again for asking me to guest alongside you!
Larissa, I'm glad you found value in what we presented! Happy you participated, too.
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