How to Introduce Your Business in a Letter

An introductory business letter is supposed to make a good impression with a potential customer (called a prospect). Writing a letter to introduce your business to someone involves shifting the focus to your correspondent, engaging his or her interest, and launching a conversation, rather than a lecture:

  • Start with a bang. Open with a sentence that grabs interest and establishes a reason to keep reading.

  • Introduce yourself in terms that matter to the person to whom you're writing. If you can, refer to a previous meeting or mutual acquaintance.

  • Tell the prospect what you can do for him or her. Explain your offering by conveying benefits that the prospect can count on, rather than simply reciting a list of the features involved.

  • Keep your letter short. Keep sentences short. Keep paragraphs short. And limit the length to a single page.

  • Make a clear point. Maybe you just want to say thanks. Maybe you want to tell the person that you’ll be calling next week. Maybe you want to set an appointment. Or maybe you want to announce a good deal.

  • Edit and proofread. Delete as many I’s as you can. Then read the letter for accuracy, double checking that you’ve spelled the recipient’s name and address perfectly.

  • Sign your letter. Amidst all the junk mail, a personally worded letter with an original signature on good stationery can make a great impression.

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