The Freelance Writer Letter of Introduction

The Letter of Introduction (LOI) is a hot topic for freelance writers. In today's digital world, it's how you get your foot in the door. They also happen to be one of the main reasons for having an online writing portfolio. Share your best work, get attention, get gigs! But it's not that easy. There's an art to writing an attention-grabbing LOI that gets a response (positive or negative!). In this post I'm sharing best practices for Letters of Introduction gleaned from my own experience and that of other professional freelance writers who've made a success from their LOIs. To get specific feedback on your own LOIs, feel free to share yours in the Substack chat.

What's the point of a Letter of Introduction?

A letter of introduction for freelance writers is a way to initiate contact with potential clients. It's a quick way to introduce yourself, highlight skills, and express interest in collaboration. Its purpose is to make a favorable impression, demonstrate your understanding of the client's needs, and ideally gain an opener for some potential freelance gigs. 

How is a Freelance Letter of Introduction Different From A Cold Pitch? 

While both a letter of introduction and a cold pitch aim to initiate contact with potential clients, a letter of introduction is more focused on building a relationship and presenting the writer's general skills, whereas a cold pitch is a more direct proposal tailored to a specific project or opportunity.

Increasingly more freelance writers are preferring letters of introduction to cold pitch emails. They're easier and faster to send out and allow you to establish whether the recipient is even open to hiring a freelance writer before you go through all the labour of coming up with your pitch. 

Learn more in How to Pitch Your Work Successfully as a Freelance Writer.

Letter of Introduction Template for Freelance Writers

Brevity is your friend! Keep your letter of introduction concise and to the point. 

1. Subject line: your first chance to grab their attention. Focus on outcome and the recipient's niche. And don't make it sound spammy! For example, I've used "Experienced Data Storyteller Available to Improve Your Thought Leadership". This is far more interesting than "Freelance writer inquiry"! (Learn more in these subject line tips from Jennifer Gregory.)
2. Address the correct person. Try to find a direct contact if possible by using LinkedIn or the company's "About page". When I can't find a specific person to contact (e.g. all I've got is an info@ email address), I just used a simple "Hey there".
3. Kick off with a question. Yes, a question! Many freelancer writers start by introducing themselves but I'd argue that the end reader probably cares more about their business problem than you, because they don't know you. So start up front with a direct and to the point question that doesn't waste their time or yours. For example, "Does your [business, brand, agency, individual, association] accept freelance submissions?" Simple!
4. Introduce yourself. Now's your chance to shine. Remember: brevity! No more than three sentences. Say who you are and why you're qualified to write for the recipient. Here's one I've used: "I'm a freelance data analyst and content writer with over 15 years experience in data mining and e-commerce. My USP is my aptitude for data-driven insights and clearcut content writing with SEO-driven articles that build both traffic and industry thought leadership. My client success stories include LEGO, Cadbury, and Volkswagon."
5. Share your best writing samples. Invite the reader to learn more by including a link to your online writing portfolio. Better still, link to some specific, highly relevant, jaw-dropping examples of your writing.
6. Sign off with a "Best wishes" or "I look forward to hearing from you" and your name. 

Ultimately you're looking for a Letter of Introduction that's around five sentences long. Many other successful freelance writers will attest to this. A shorter LOI gets a better response rate. 

"Yes, five sentences is a very short LOI. But I’ve found that this LOI really works. And many writers in different niches and a wide range of experience levels have shared that my 5 (ish) sentence LOI improved their conversation rate (meaning more LOIs turned into work). The secret to it is that it gives them the information that they need without extra fluff that doesn’t really matter. By knowing your niche and who you’ve worked for in the past, the client knows your experience level and at a high level if you are likely to be a good fit for their company." - Jennifer Gregory

How to customize your Letter of Introduction 

You're probably not going to get very far by sending the exact same Letter of Introduction to every person you want to connect with. Customization is key if you want to resonate with the end reader, and you're gaurunteed to get more responses. 

According to one writer, between 70 – 80% of their customized LOIs get replies and 20% of them get a positive response (thefreelancersyear.com)

Good news: since you're LOI is pretty short to begin with, it's not hard to add an extra layer of customization... 

• Edit the subject to address the recipient's industry or niche
• Address the reader by their name
• Make sure the question you ask (step 3 above) relates to their business and/or industry
• Highlight aspects of your background and experience that directly relate to their business and their pain points (step 4 above)
• Sharing writing samples that are highly relevant to their business (step 5) 

How / where should freelance writers send their letter of introduction? 

The obvious answer here is email, however freelancers are now reporting that LinkedIn can offer better results. (See How to Use LinkedIn to find clients.)

Examples of Letters of Introduction

Check out Lindy Alexander's LOI which is short and to the point.

For a more a different approach, check out Evan Jenson's LOI which is much longer and more details.

What style of LOI works for you? Do come and share in the Substack Chat. 

FAQs

How can a writer effectively track the response rate to their letters of introduction to gauge their effectiveness and make necessary adjustments?

To track the effectiveness of introduction letters, a writer can create a system where each letter's details, such as the recipient, date sent, and follow-up actions, are logged. By noting responses, the writer can analyze which letters were successful and identify patterns or strategies that yielded better results. This analysis might reveal the need for different approaches or refinements in targeting or messaging to improve future responses.

What are some strategies for following up on a letter of introduction without being too intrusive or appearing desperate for a response?

When following up on an introduction letter, timing and tone are crucial. A writer should wait a reasonable period, typically two weeks, before reaching out again. The follow-up message should be courteous, expressing genuine interest in a potential collaboration without pressuring the recipient. This respectful persistence can demonstrate the writer's professionalism and eagerness to engage, potentially opening doors to further communication.

Can the writer include testimonials or quotes from previous clients in the letter of introduction, and if so, how should these be integrated to maintain professionalism and credibility?

Including testimonials in an introduction letter can significantly boost a writer's credibility. When selecting quotes, choose those that are succinct and directly relevant to the writer's achievements and skills. These testimonials should be integrated in a way that complements the letter's message, serving as evidence of the writer's abilities and success in previous engagements. Properly positioned, these endorsements can make a strong case for the writer's expertise and reliability.