How to Write a Business Introduction

Introductions are an important and useful part of a company’s marketing communication or public relations program. You see them whenever a company needs to introduce itself or new products to potential customers. Other occasions include introducing a new executive to shareholders and customers or announcing a new location for the business. Businesses send notices or letters of introduction through the mail or using email newsletters or website articles.

Introducing a Company

When introducing a new business to potential customers, be sure to send a complete message. Emphasize the name and address of the business. Tell the reader how it started and what products or services it offers. Stress the benefits of using the products or services.

If there is an opening event, invite the recipient to attend. Ask the recipient to become a customer by signing up for a discount card or taking advantage of a special offer. Tell how to learn more about the new company and close by expressing hope that the person will become a customer.

Introducing a New Product or Service

A special letter, email or message on a company’s website can alert customers to a new product or service. Thank the recipient for being a customer and introduce the product or service. Describe the product or service and, if possible, enclose images that might help the customer understand what the company is offering.

If there is a promotional offer, tell the customer about it and inform him how to learn more. Remind the customer how valuable he is to your business and say that you hope he will try the new product or service.

Introducing a New Executive

Whenever an executive joins a company at a high level, it’s appropriate to introduce her to shareholders and customers. The message should let the recipient feel good in the knowledge that the company is growing and upgrading. Inform the recipients about the person’s business experience, educational background, if appropriate, and her responsibilities at the company. Tell recipients how this addition to upper management will be good for the company.

Introducing a New Location

Turn a routine notice of change of address into a public relations message. If your business is moving to more spacious facilities – new retail space or a new office building – contact your customers and other business associates. Introduce the new location by giving the street address and new phone numbers if applicable, and include photos.

Point out the features of the location that will enable you to improve the experiences of employees, visitors or shoppers. These might include more parking spaces and room for expansion.