How to write an introductory letter to prospective clients

Updated July 20, 2017

When you are promoting a new business or product, you may choose to write an introductory letter to prospective clients. The purpose of this letter is to explain what you have to offer and generate immediate business. There are some guidelines for writing the most effective letter.

Introduce your business/product clearly and quickly. Catchy opening lines are fine, but your reader should know who you are and what you are selling within the first few lines.

Set yourself apart from the competition. In addition to knowing who you are and what you are offering, readers also want to know why you are better than your competitors. Provide reasons the reader should give you his business. The more concrete facts you can provide, the better.

Keep it short and sweet. An introductory letter should not be more than a page--if you need to, you can enclose additional documents. You also should provide a one-line "P.S." that underscores your message for the skimmers who won't read the letter.

Enclose an order form. If you are selling a product or service, enclose an order form in your letter. At the very least, provide a way for the reader to contact you for more information.

Follow basic business-letter guidelines. These include using correct grammar and punctuation and putting a space between paragraphs (but not indenting).

Use letterhead and business envelopes to print and mail your letter.


Proofread the letter carefully, making certain it is free of errors and that the message is clear and the tone is professional.

Things You'll Need

  • Word-processing application
  • Printer
  • Letterhead paper
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About the Author

Alyssa Kaplan is a writer and editor with particular interest in the fields of education and Jewish life.