Letters to introduce your new business

Updated March 23, 2017

If you have recently started your own business, you might be looking for clients to use your services. As a new business, it is hard to compete with large competitors on the market, so you need to let your potential customers know you exist. One method is to write a professional business letter to potential customers and clients that introduces your services and informs them of how they can benefit from your services and products.

Company Introduction

After providing a professional salutation for the reader, you must introduce your company. Assume that the reader knows nothing about your company, so provide the name and location of your business. The introduction should also describe the services and products the company offers, especially those that the company specialises in. For example, if you have a writing business, explain that your focus is on budgeting and business writing.


A potential customer is more likely to hire someone who is qualified for a job than someone who simply claims he can do the work. Present your credentials in the letter so the potential customer can see that you are qualified to do the work you claim in the letter. This provides the reader with a sense of confidence and trust.

Company Benefits

To convince the potential customer that your business can be beneficial for her, you need to do research about her company. A smaller business might not have a human resources department, so if you are offering HR services, focus on what benefits she will gain by using your services. The main point of this section is to show her that your business is there to help her business and that you understand her needs.

Promise and Missions

While this section is not required, some business owners inform their potential customers of the promise or mission of the business. Examples of promises include providing customer support even after the service has been completed and making changes to the services to suit or tailor to the needs of the customer.

Follow-Up Action

The introduction letter for your business should finish with a call for action. Provide your contact information so the potential customer can get in contact with you if he finds your approach or business interesting. However, do not leave the ball in the receiver's court because he might forget about the letter or he might never receive it. Place a follow-up call or e-mail after a week or two to hear if he has thought about your letter and business services. If he is interested or wants to talk, schedule a meeting immediately.

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About the Author

Based in Toronto, Mary Jane has been writing for online magazines and databases since 2002. Her articles have appeared on the Simon & Schuster website and she received an editor's choice award in 2009. She holds a Master of Arts in psychology of language use from the University of Copenhagen in Denmark.