Your Business Introduction letter will be your first opportunity to get your brand as a business known – and it may be your last.
You will have 7 seconds to make an impression, so you have to get it right before your letter lands in the bin.
To be successful, your letter introducing your business will be centred around the sales technique called AIDA.
Attention: |
Capturing the reader’s attention with an interesting opener. This may include compelling questions, interesting anecdotes (a story or narrative), startling statements, or suitable quotations that can be related to what you have to offer. |
Interest: |
Your aim is create an interest in your business. |
Desire: |
You must aim to motivate the reader to desire what you are offering. |
Action: |
Convincing the reader to act on that desire by purchasing the product or service – “closing the sale”! |
Here are the key steps how to write a good Business Introduction letter.
The first step in preparing your Business Introduction letter is to decide on your goal of this letter: Decide what is the response you would most like to achieve by sending this letter to someone:
- > your “Most Wanted Response”.
The next step is to decide on who exactly this customer is and how they would like to be spoken to. Remember, the degree of formality used is dependent on the issue at hand and can be a deal-breaker if you use a tone that is inappropriate.
Understand who your customer is and what their needs are. What needs are you going to address. What is their “pain”? How are you going to propose to help them? These questions are key to a successful letter.
When preparing the draft, use these short questions to get a clear idea about the different components of your letter.
Using the basic structure described in the “How to write a Formal Business letter”, design your first draft. Remember the following points:
1. The Start: Introduce yourself with a Big Bang. This usually lists the pain of the customer and how your product or service can help.
2. The main body text: Make short and clear points on:
3. Round off your letter with a Summary at the end. Summarize with a question that should lead to your most wanted response.
The final step to writing your Business introduction letter is to Edit and Proofread.
Check details such as names, addresses, grammar, spelling and punctuation.
Years ago, a letter arrived to a company I was working in. It was intended for the production manager at that time; an Italian National by the name of Sergio Magnetti.
Whoever sent the introduction letter had not gone to the bother of ensuring they had the right spelling. The letter was framed for all to see thereafter. It was addressed to “Sir Joe McNetty”.