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BPM letters to potential trade clients basic layout example

Many businesses make direct contact with potential clients using their own promotional materials. They literally target everybody in the local phone book, and send these materials to their possible trade customers.

This saves a lot of money for small businesses, and allows them to concentrate on building up a commercial relationship with their markets. It's a particularly effective method of marketing, and a realistic way of attracting new business without the sort of big outlays involved in using advertising agencies.

When writing to a specific market, it is extremely important to provide a lot of relevant, useful, information, preferably briefly.

More isn't better, in basic promotional materials. You need to use what's called in advertising a 'grabber', which is an attention getting headline.

This is a business letter, but it's basically an advertisement. Your 'grabber' is the intro to your materials. The rest of the information is all sales information.

Remember- People don't have to look at what you send them. You must make your materials valuable to your readers.

Any letter to a potential client must be:

  • Worth reading, containing new information for readers. (Note: A person who may otherwise be quite uninterested in advertising materials will read anything new in their line of business, on principle.)
  • Targeted to the commercial interests of the readers. (Do NOT send anyone in any kind of business 'same old same old' materials. They'll ignore anything like that.)
  • Commercially useful information. (Prices, shipping, etc: Figures matter to people in business.)
  • A good comparative offer in a business sense. (Your readers know what they're paying. So should you. Give them good, realistic offers.)

The other important element in any form of promotional material is layout.

Layout of materials has to be:

  • Easy to read (No masses of text, or fine print.)
  • Visually interesting. (Use graphics, etc.)
  • Information must be clearly set out. (If necessary, send attached documents to your letter.)


You'll just antagonize the readers, and they'll never look at it.

Note: This is a generic example, there are others for specific business types on www.examplesof.com for consideration.


Business letterhead


Our reference

Attention, CEO (Name of business)

Special offers to Anywhere clients

We're a new (insert type of business) firm in the Anywhere area, specializing in (insert services / products).

Attached please find a list of our prices, services, and offers.

If you have any queries, please contact me on the above phone or email.

Yours sincerely



Please note:

  • This text is intended for advisory and guideline purposes only.
  • Any business letter can become a legal document, so check your content properly before issuing.
  • Any executable or statutorily defined document should be checked for compliance with legal requirements, and you should seek legal advice regarding its contents.