You know that randomly coming across clients as a freelance writer is unlikely. You have to put in some work. Whether that means sending out cold pitches, providing content marketing proposals, reaching out to your network, or connecting with new people with a strong letter of introduction (LOI).
I didn’t know what an LOI was for a long time. That obviously meant I had no clue how to write one.
It is essentially a brief introduction to you and your services. And it also provides the recipient of the LOI with insight about how your services help them. These documents aren’t used by everyone, but they are incredibly helpful. They provide a bridge between you and a possible new client or connection.
LOIs are marketing strategies. Letters of introductions sometimes introduce a third party, but for most freelance writers, their LOIs introduce themselves. Since they are a marketing strategy, they aren’t effective if they don’t have the right information.
It’s important to understand what a good LOI contains. Otherwise, there is no point in writing and sending any out. Keep reading to learn about what effective LOIs have and how to write them.
LOI Versus Sales Pitch
Before we get into what makes up a good letter of introduction, you should know what sets LOIs and pitches apart.
Both of them have the goal of establishing contact with a potential client. But they do so in different ways. Cold pitches are tailored to a specific opportunity or project. Since they are more specific, writing them is more time-consuming and sending them out is more time-sensitive.
An LOI doesn’t pitch anything. It is only a brief introduction focused on building a relationship. Writing them is much faster. Since they do not require too much personalization, you can have a base LOI written and then add in a few personalization points based on the connection before sending it out.
Compared to cold pitch emails, LOIs are faster. They give you insight into whether the connection is even interested in freelance writing services, as well, before you spend the time going through their website seeking new projects. This makes LOIs an appealing option to freelance writers.
And who can blame us? Like any other business owner, we love things that boost our productivity and efficiency.
Parts of a Strong Letter of Introduction
Writing an LOI is pointless if you don’t include the right information. If you structure it incorrectly or leave out information that connections need, you will not get a response. Don’t make the recipient search for basic information about who you are, the work you do, and why you are contacting them.
Even writing a strong LOI doesn’t guarantee a response. But including the right information gives the recipient a reason to respond. So, let’s see what a good letter of introduction needs:
Opening
The opening is only a small section of your LOI, but it serves as the initial hook to whomever you are addressing. There are a few ways of going about constructing an opening, but the goal is to not be spammy or sales-y.
First of all, address the right person in your opening. Do a bit of research into their website “About Me” or LinkedIn profile and find the name of someone to contact. If you truly cannot, a generic, but friendly, “Hello” or “Hi There” works.
Next, ask a question or reference a social connection, a callout seeking writers, or a recent article. Mentioning something specific about the prospect shows you did at least some research into their business. It personalizes the letter, which is what you want.
The same is true of the subject line of the email. Don’t go with a generic “Freelance writer introduction!” Choose something specific and relevant so recipients have a reason to open the email. Something like “Experienced B2B Writer Available to Improve Your Online Visibility”.
Introduction
This is the meat of your LOI (obviously, it is called a “letter of introduction”). Though it is still a brief portion of the letter. Strong introductions are around three sentences. They get to the crux of what connections need to know without adding extra fluff.
Mention your experience, niche, and the work you do in a brief paragraph. For instance “I’m a freelance SEO strategist and content writer with more than 10 years of experience. I handle business and psychological subjects with an empathy and sincerity that boosts authority and visibility. My previous work has included writing for I’m Taking Charge, a blog about breast reconstruction and breast cancer.”
And there you go. Three sentences that make your experience clear, your skills and niche(s), and your track record. This information benefits the connection because now they know what you do, who you work with, and what experience you have. If you are new to the industry or don’t have verifiable writing experience, then use that sentence for something else. Like talking about your niche or experience in more detail. Or even mentioning something specific to the connection again, like a recent blog post that resonated with you.
Services
After you discuss your experience, mention what services you offer. Keep this section just to one sentence, usually. Connections don’t need entire paragraphs detailing every single thing you offer. Something like: “I create patient-first content for healthcare brands to use on websites and social media that promote thought-leadership and customer engagement.”
There you go. Simple. Direct. To the point.
Could I expand on my services? Sure.
I can mention that I write long-form blog content and short-form blog content. That I write website content or infographic content. I can even mention that I write short e-book content. But to what end?
Connections don’t need to know all the details about the services you offer. They need to know the basics to determine whether you will be of benefit to them or not.
Many of us have a habit of overexplaining, especially when looking for work. I have had the inclination myself to list out absolutely everything I do and every industry I can work with out of desperation that prospects will see my benefit in some area. But this strategy weakens your positioning and reduces your own authority.
Maybe you are a jack of all trades. But don’t position yourself as one. Choose a clear area of specialization and target it. Once you have an established connection, you can certainly detail your broader range of experience if it serves their needs.
Writing Samples
This is where you invite the connection to view your past work. If you have a website portfolio, that makes this section easier. If not, include a few links to published work that you have previously done.
If you have relevant or recognizable clients, you can also mention them here. Otherwise, just include your portfolio. It doesn’t need to be complicated, just as simple as: “Here are a few samples of my work” or “Check out some of my previous writings.”
Ending
Finish off your LOI with a call to action. The specific call to action will vary depending on the connection you are sending a letter to. You may ask them to add you to their list of freelancers. Or you can request a quick call to discuss their needs in more detail.
Even adding certain questions, like “do you need help with your blog?” encourages engagement from the recipient.
The point is, you clearly state your goal with your LOI. Whether you want to establish a client relationship, build a network, or just get your name out there. Make sure your call to action clearly lays out the next steps for the connection.
Finally, sign off your letter. Feel free to sign off with a “Sincerely” and your name. Or go with a different, more friendly sign off like “Warmly” and your name. Keep it succinct, but keep it in line with your own personal brand.
Track Your LOIs
Since sending out a letter of introduction is faster and easier, you will likely send out multiples at once. This makes keeping track of your LOIs essential. You don’t want to send another LOI to the same connection you had already sent one to a few months ago.
Create a simple spreadsheet of where you have sent LOIs. And keep it updated with any developments to the LOI. This ensures you can quickly get an idea of where you are at with your LOIs. And it prevents you from making any amateur mistakes, like sending multiple LOIs to the same company.
Reach Out with LOIs, Don’t Rely on Them
Letters of introduction are great for reaching out and establishing new connections. But they do not work with every client.
A lot of your clients as a freelance writer come from word of mouth, websites, or freelance agencies. These sources of income are not obtainable with an LOI. Keep in mind that LOIs are part of your marketing strategy. They are not the entire strategy.
And you may find that LOIs don’t fit into your own strategy. Which is fine. By no means was this article created to claim that letters of introduction work for everyone and every freelancer should be writing them. It is only to teach people who want to write an LOI how they can go about it.
If you want, use LOIs. Just don’t rely only on them.
If you need help with your website content, blog, or online strategy, connect with me to discuss your next project.