Hi board,

One idea that I've been given for promoting my business is a "warm letter of introduction". This is basically to introduce all my contacts to my business and also ask them if they know anyone who would benefit from my services. It is not meant as the hard-sell, but more about educating them about what I offer and building relationships.

Does anyone know of a template for this sort of letter?

Thanks muchly,
Jane

Jane,

Have you ever done a press release for your business?

Quite often I've attached a press release with a somewhat drap intro letter in order to at least get some "selling message" across.

I hate the thought of not trying to sell... but I know what you are saying.

Mike Winicki

Hi Michael,

The purpose of the letter is to educate rather than sell. Sending an overtly salesy letter to precious contacts who can refer me to others could be counterproductive! However, this doesn't mean that I won't include an offer to get a free report or join my ezine or whatever. But that's why I'm looking for a template - to see what information people include, how much selling and what kinds of offers or requests. One idea I had was to include several business cards that people can pass out to their contacts. In a nutshell - this is basically networking on paper, rather than selling on paper.

No, I've never done a press release.

Jane

Jane,

I understand where you're coming from... I'm not sure there's a template exactly.

Let me give you some background on where I'm at at this very moment, and what I'm about to launch for my own business.

My revenue comes primarily from three sources: A) Speaking Fees, B) Consulting Fees, C) My video subscription program

Over time, I have developed a fairly large database of contacts... from audiences where I speak, existing clients, referrals, subscribers to my programs, prospects I've identified in the marketplace, on and on...

My own marketing to this list has always been hit and miss -- a promo here and there, etc. What I'm attempting to create now is a "Marketing Machine" that will achieve three things:

1) Strengthen my "expert status" with these people by educating them

2) Encourage them to contact me or think of me when they need a speaker for their meeting(s) (I of course don't leave this entirely up to them... if they're a known buyer of speaking services -- and association for example, or meeting planner -- then that information is tracked in ACT! and we contact them at the times when we've already determined they are planning their next event)

3) Accept a 30-day risk-free trial subscription to my video program -- and ultimately become a paying subscriber

So, here's my first stab at it (and I'm not saying I've taken the best approach -- I tend to do better helping others market than I do myself)

I'm taking my 23 or so video training programs and turning the transcripts into monthly "Strategic Briefing Reports" that I'll send to this BIG LIST! At worst, they'll see it (maybe read it) and think -- "Hey, that guy knows what he's talking about... maybe we could use him some day"

At best... perhaps they'll hire me on the spot, or at least initiate a conversation... or even sign on for my video course...

You'll see when you read the first one, which I'm putting the finishing touches on right now, that I transition from a Straight Informative Piece -- to a sales pitch... but, hopefully it's not done in an offensive way.

We'll certainly see!

[b]Want to read it? Here it is...[/b

http://www.jpmaroney.com/projects/hi...eattitudes.pdf

This will all go out in a 9x12 catalog envelope, and will include a Call To Action Order Form -- In this case for the video series... and perhaps also a "Request More Information" form they can send back on my BRM permit or even fax to me to get more information on my speaking or consulting services... request available speaking dates, etc.

Hope this helps... or at least gets your brain thinking...

Hi JP,

No - I don't think that's really it.

Perhaps I can be a bit more specific here. A warm letter of introduction is something you send to your family, your friends, your favourite contacts, and your centres of influence. It definitely does NOT begin with "dear friend".

The point is this - these are all people who are influential in your life - who trust you and, we hope, respect you and whom you respect. I absolutely DO NOT WANT any of them to "unsubscribe". And maybe it helps to mention that I'm in the UK - the most sceptical nation on earth, I would venture to say.

So, when I say "warm letter of introduction", I actually mean "warm letter of introduction". NOT a sales letter sent to a homogenous mass of anonymous people (or those that you feel that way towards), but something you would feel comfortable sending to your aunty or your nanna.

So, what I'm looking for is a template for a warm letter of introduction. If no one has one, then no one has one. That's fine - I'll figure out my own.

Thanks for trying JP,

Jane

Jane,

No prob...

I'm actually cracking up over here in East Texas... musing at the fact that you -- the copywriter -- are asking for ideas on how to write a "warm letter of introduction" to people you already know!

No offense, but couldn't you figure that one out yourself? Seriously!

I've seen your writings -- and you better than anyone else -- know this group of people. Why resort to a "template"?

You and I have nudge each other before... so, understand -- I'm not trying to be funny or offend.

Pick one person on that list... write the letter to them... then see if you can "generic-size" it into one you can send to everyone else.

Wouldn't that make sense?

In the time you've invested into asking for a template -- you could have had the stamps licked and in the box.

IMHO

JP,

Glad to have given you a giggle JP

You know me - ever the perfectionist. I guess I thought that if there was a template it might save me time figuring it out myself. Or maybe there is some protocol? Who knows? Buggered if I do!

Jane

PS I don't refer to myself as a copywriter. I'm a marketer who occasionally has to write some copy.

I've been very interested in this thread, because it touches on something I'll be doing very soon: "touching" my family and friends for referrals. I have very few close people who would actually use my services, but it seems that they are the logical group to get the "good news" about my availability first.

As you say, Jane, we won't be trying to sell them anything... or will we? I think I'll be trying to sell my f&f on the idea of recommending me to others. So I should give this the same kind of thought that I would any sales letter. I won't be filling it with bullets and subheads , because it will be a "personal letter." But I sure better think about benefits (feel good about helping your relative/friend) rather than just features (here's all the things I can do). And I sure want to include a call to action!

Hmm, no guarantee, but maybe a P.S. Anything else come to mind?

Lane

Lane,

You bring up an interesting point... why wouldn't you format it in a "sales letter" form -- with bullets, etc?

OK... for You and Jane, here's my "stab" at a template:


Well, Lane & Jane... that's what I'd send out! Perhaps cleaned up a little -- but that's the basics.

What do ya think?

Hi JP,

Yes - definitely some interesting ideas in there. It's challenged me to think further about the purpose of my letter and who it should go to and what offer to put in.

Thanks for your ideas

Jane