How to Sell the Angle that Your Business is Unique

The 6th habit of “The 25 Sales Habits of Highly Successful Salesperson” is to engage the prospect.

Although, I don’t consider myself a salesperson – as a writer of copy and a small business owner I have to sell my services to live. Therefore, selling my service is marketing for me.

I prefer to engage the prospect directly by communicating how I can solve a problem they have.

As a freelance copywriter,

I have to introduce my business to small business owners or people in charge of marketing through a letter of introduction.

Letter of Introduction is a pitch letter to a potential client.

Letters of introduction are a good marketing tool to pitch my services because the letter showcases my writing talent and the research that I’ve done to show the business how I can assist them. I display my knowledge of their industry and my writing experience.  I think of letters of introductions as a writing audition.

Basics of the Letter of Introduction:

Research the brand/company.

Send it to the right person

Keep it short

Match the tone and style of the prospect

Insert Personality

Don’t suck up to the prospect

Basics of the Letter of Introduction Email:

Email subject line

Signature sign off

Limited the Word Count to 400, but aim for 200. The sweet spot in 150.

Frequency:

I send out letters of introductions Monday-Friday (Mainly on Tuesdays)

I never send them on the weekend because it comes off unprofessional. I prefer Tuesdays because it is not Monday or Friday but since gives me time to follow up without contacting the prospect too much.

The Research that Has to be Done Before the Letter is Created:

Research is the most important part of the letter. I approach the letter like it was a job interview – I have to make a good impression to get the gig.

I make sure the prospect is in an industry where the letter of introduction is appropriate it. I research the market that the business is in and research what the business needs.

Then I find out who to send the letter of introduction to.

This usually involves prospecting.

I try to get my foot in the door through a “warm” connection, like telling a story or maybe name-dropping someone who is known mutually or if I cold called I mention that.

I mention I’m a freelancer writer right away so they know the purpose of the letter but I make sure to tie it into the warm connection if applicable.

I keep in mind the tone and style of the industry as I create the premise of the letter. I basically put myself in the position of the prospect and think about what I would need to market my business, product, etc.

The LETTER of INTRODUCTION Breakdown

Step 1 Headline/ (Introduction):

I don’t work on the headline until the end but I get the info from my introduction. I think about the headline first, because 80% of people will only read the headline and 20% will read the actual body of the letter. 

I customize the introduction and show the business I did my homework by mentioning something specific such as:

a recent blog post, press release, news story or interview, certification or award, or a promotion.

I make a warm connection without writing a fan letter.

Basically:

I point out something specific about a prospect and offer a brief comment or compliment.

Length:

1-2 Paragraphs

Step 2: Customize your Bio (Short & Sweet)

Introduce yourself as a freelance writer early in the letter of introduction. 

Basically:

I insert my elevator speech.

Example

My experience will help the prospect….

Length:  

1-3 short sentences.

Step 3: Show off your personality

I say something to start a conversation, get a response, increase engagement, build a relationship so I can land an assignment.

I avoid using business formal language and I make it conversational.

I’m myself. 

(use contractions and add a little humor).

Step 4: Encourage engagement

I get the clients thinking about their content needs, upcoming projects, and or even content-related headaches with thought-provoking questions like:

Do you need help with your blog?

What upcoming content projects do you need help with?

Need help from a freelancer until you fill the full-time position?

What articles do you need to assign for the upcoming issue?

Check out some of my samples (and include links to relevant clips)

Can we set up a 10-minute phone call to talk about your content needs?

I insert a call to action that focuses on me doing most of the action.

Example

Can I send you some related clips?

Basically:

I ask them a  thoughtful engagement (probing) question or follow up with a call to action.

Vehicles to Send Them Through

Letters of Introduction can be sent via email, LinkedIn Mail, and through direct messages on social media sites like Twitter and Instagram.

Letters of Introductions are different than Query Letters.

Follow Up the Letter

Follow up with people every 2-3 months to build a relationship with the prospect. 


Contact Me Today for Your Digital Marketing Needs

Email: stupendouscopy@gmail.com

Phone: 678- 626–7610

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