How to Send Marketing Material to a Potential Client

You might meet someone socially who asks for your company’s Web address to pass along to a colleague. Or say a friend tells you he has an acquaintance that could use someone just like you for a job. When situations like these arise, how do you tactfully and professionally provide your marketing materials to a potential client who did not directly ask for them?

Difficulty: Moderately Easy

Instructions

Things You'll Need:

• Envelopes
• Postage
• Business cards
• Letterhead

1. Include a short letter or informal note telling the potential client how you got his contact information: “We met at …,” “Your cousin told me you were looking for …”

2. Explain why your services or product would be a good fit for the potential client’s needs. If you have provided services to a client in a similar situation, give an example to show you have experience succeeding within that particular area of business.

3. Include your marketing materials: brochures, newsletters, and/or samples. If there is a portion of the materials that may be specifically responsive to their needs, direct his or her attention to that section in the letter.

4. Enclose your business card and conclude with a warm invitation for the client to contact you to further discuss how and when you can begin helping them achieve their business goals.

Tips & Warnings

• Do not be afraid to market yourself–be bold, but professional in the letter. The personal attention in the letter improves the chances of the potential client reading it and carefully examining your marketing materials.
• Be sure to put sufficient postage on the parcel.
• This is your first impression. Make sure your letter is well written, grammatically correct and has been proofread several times. Follow the same rules of editing that apply to cover letters and resumes. Also, double-check the spelling of the recipient’s name before you send the package.