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How to Write a Great Cold Outreach Letter

Reaching out to a brand-new business is a unique opportunity. They're just getting started, they haven't chosen vendors yet, and they're making critical buying decisions. A well-crafted letter in their mailbox can help you stand out.

📋 Letter Anatomy & Structure

Essential Letter Components

1. Header & Letterhead

Your business name, contact info, and professional logo (if you have one).

2. Date & Recipient

Current date and the business owner's name and address.

3. Opening Paragraph

Congratulations + personalization + brief introduction of yourself.

4. Body Paragraphs (2-3)

Value proposition, credibility, and relevant experience.

5. Call to Action

Clear, simple request for a phone call or meeting.

6. Signature Block

Your name, title, business, phone, email, and website.

❓ Frequently Asked Questions

Why send a physical letter instead of just an email?

  • New businesses are flooded with emails but rarely get high-quality physical mail.
  • A letter feels more personal, tangible, and credible.
  • Letters are often opened by the owner themselves, not filtered by assistants or spam folders.

What makes a letter stand out?

  • A clear, personalized opening (mention their business by name).
  • Clean, professional formatting (no gimmicks or messy design).
  • A short, focused message (1 page max).
  • A strong, direct call to action (call, book a meeting, visit a website).

How long should my letter be?

  • One page only.
  • 3–4 short paragraphs, each 2–4 sentences max.
  • Enough to show you understand their business and can help — but not an essay.

Should I customize every letter?

Yes. At minimum:

  • Use the business's name.
  • Reference their industry ("Congratulations on opening your new salon").
  • Point to a relevant success story ("We've built websites for 10 salons in San Diego").

What tone should I use?

  • Professional but warm.
  • Avoid jargon.
  • Focus on their success, not just your services.

What should I avoid?

  • Long walls of text.
  • Overly "salesy" language ("limited time only!!!").
  • Generic claims without proof.
  • Asking for too much (don't demand a big contract; just ask for a call).

Should I include contact info?

Always. Include:

  • Your full name and role
  • Business name
  • Phone number
  • Email
  • Website

(Place it both in the letter body and at the bottom signature block.)

What about typography and visuals?

  • Use Georgia 12pt for traditional professional look, or Arial 11pt for modern appearance.
  • A small logo and clean letterhead build credibility.
  • Avoid clutter or heavy graphics. Keep it professional.
  • Stick to one font family throughout the letter for consistency.

Should I hand-sign the letter?

Yes — if possible. A real signature increases trust.

📝 Best Practices for Writing Your Letter

1

Start with congratulations.

"Congratulations on opening [Business Name] in [City]! Starting a business is no small feat."

2

Make it about them, not you.

Instead of: "I'm a web designer with 10 years' experience." Say: "Many new salons like yours grow quickly when their first website is designed to attract local clients."

3

Build quick credibility.

Mention relevant experience: "We've worked with 12 salons in San Diego to launch websites that attract walk-in customers." Or cite social proof: "Our clients typically see 30% more bookings in the first 6 months."

4

Offer a clear, simple call to action.

Example: "I'd love to set up a quick call this week to hear about your goals and show how a salon website could help fill your chairs." Only ask for one thing (call, demo, or meeting).

5

Make it easy to respond.

Add: "You can reach me directly at (555) 123-4567 or [your email]."

6

Use professional typography.

Use Georgia 12pt (serif) for traditional professional look, or Arial 11pt (sans-serif) for modern clean appearance. Leave white space and align everything neatly.

7

Close warmly.

"Wishing you success in your new venture — I'd be honored to help support your growth."

📌 Example Letter (Web Designer → New Salon)

[Your Name] [Your Business Name] [Phone] • [Email] • [Website] [Date] [Owner Name] [Business Name] [Business Address] Dear [Owner Name], Congratulations on opening [Salon Name] here in [City]! Starting a new business is a huge accomplishment, and I wish you every success as you grow your client base. Many salons find that having a strong online presence in their first year makes all the difference. We've designed websites for several salons in [Region], helping them attract new clients through Google and social media. I'd love to set up a quick call this week to learn about your goals and show you how we could design a site that gets you booked solid. You can reach me anytime at (555) 123-4567 or hello@mydesignco.com. Wishing you all the best in this exciting new chapter. Sincerely, [Signature] [Your Name] [Your Title]

💡 Final Tips

  • Send your letter within 2–3 weeks of the business forming — while they're still making vendor decisions.
  • Use Georgia 12pt for professional serif typography, or Arial 11pt for modern sans-serif look.
  • If possible, follow up by email or phone a few days later.
  • Track which letters you've sent and when (consistency wins).

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