Introduction letters for companies have one goal – make a good first impression and get you a foot in the door. They could be preceded or followed by a meeting, that doesn’t reduce their usefulness. I receive at least a few unsolicited emails once a month from vendors wanting to work with me.
To be honest, most of them are easy to ignore, except the well-written ones. Those I have the urge to respond to even if it’s to say a polite “no”. Often, we exchange numbers and a meeting materializes.
Why? Well, because they made an effort to stand out.
Here are ten ways company introduction letters can be made more interesting reads
1. Don’t come off as a salesperson
By that I mean, don’t try to sell your service or product. This is a letter of introduction. So try to make a connection. You and the person receiving the letter are just getting acquainted – two individuals who could mutually benefit each other if you hit it off. So, instead of sounding like a salesperson, talk like a business person.
2. How are you connected?
Refer to a previous meeting or an acquaintance you have in common or the person who referred you to get in touch with the person you’re writing to. It helps establish credibility and is also an easy way to make a quick connection. If you don’t have a connection, ask around. Check your circle or alumni. They say that there are only six degrees of separation between and two people. A connection made through a mutual contact makes it easier to build trust in a new relationship. Also see if they will write an company introduction letter for you that puts both you and your prospective client in touch.
3. Tell a story
Company Introduction Letters are a good place to tell anecdotes. It’s also a great way to break through to people and get their interest.
For instance, instead of
“XXXX is a company based out of Chennai supplying only alphabets for algebra”
“At XXXX, we’ve been making algebra interesting since the first day x went missing”
A little humour works wonders too, sprinkled here and there.
4. Tell YOUR story
If you’re a founder of the business, tell them why decided to start your business. Beyond the obvious answer which is to make money. Tell them what convictions did you follow? Talk about your mission and your passion, and how they influence the way your brand operates. That’s what people look to you for when they’re getting a company introduction letter from the man himself (or woman!)
5. Give him/her a solid reason to work with you
Steer clear of just listing vague and general qualities. Instead focus on how your company/ product/service can really help this person. Explain the benefits rather than listing our features. Then extrapolate that benefit to the whole company.
“With our AI-based hiring tools, you will be spared the process of combing over 100s of resumes every month. Instead, the system is automated to collect all data of applicants, analyse and prioritise them. You will have the profiles that fit you best at the top of the pile automatically! This saves you at least 30-40 hours a year. Your team of 5 saves at least 200 hours that you can invest in team building and development. “
Also find ways to make your values part of your narrative; explain why they are important and how you intend to live by them.
6. A little research goes a long way
Have your looked up the person you’re writing to? Check them out on LinkedIn. Most executives worth their salt have at least a basic profile out there. Think you can make a social connection if you have something in common? Check out their social profiles on Facebook, Instagram.
Look up the company as well. What does the company website say? Have they been in the news recently? What are the last 5- 10 social media updates from the company? Which conversations do they participate in on twitter & quora. You never know when or where you’ll find a little nugget of information that will turn this relationship to gold. If nothing, you’ll have lots to talk about when a meeting materialises. Either ways, helps to know who you’re writing to and their competitors as well.
7. Hail Grammar Nazi!
Put on your Grammar Nazi hat and proofread that letter. You can use spell check on Microsoft word and also Grammarly to ensure there are no mistakes. You can also read my previous post on how to write better business letters for more pointers.
8. Keep it short.
Keep the sentences short – up to 10 words in a sentence. The paragraphs too – not more than five lines in a para. Keep the overall length short – not more than a single page.
9. Conclude with clarity
Although at the beginning, I mentioned we should focus on introducing the company, now its time to put a call for action. For instance, offer them a good deal that might interest them, or set an appointment, or just tell them that you will be calling them next week and look forward to seeing them.
10. Follow up on the introduction letter
It is hard to reach people with the flood of emails that they receive each day, so if you haven’t had a reply in say 5 days to your company’s letter of introduction, there’s no harm in sending a follow up email. For all you know that’s the one that will catch their attention, because way too many organizations send out automated emails every day. Seeing that you’re keeping track and following up also helps set you apart.
It’s seems like a lot of work when you’re creating the first draft. However, once you’ve gotten that out of the way, doing a little research on each client and then tweaking the introduction letter gets much easier. It may also take a few tries. Compare the ones that get you a response with the ones that don’t and build from there. Whatever, you do. Don’t get discouraged. It takes following up many leads to land one that turns into an opportunity. Keep at it.
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