Secrets to a Successful Business Introduction Email

How do you write a business introduction email without sounding arrogant? 

Typing a bunch of flowery words or listing credentials won't get past 'go'. Given how pressed people are for time, you've gotta assume your email is going to get a skim at best. 

So your stint at Morgan Stanley or volunteer work with UNICEF won't mean all that much unless you can tell your reader (aka the connection you're building a relationship with) what it all means. 

Save them time by connecting the dots for them with a story around your info. So, if you’re sending a business introduction email, make a great first impression with this step-by-step process.

Let's talk dream scenarios: you got intro'd to your Business Beyonce.

business introduction

What's a Business Beyonce?

She's the icon in your field. A gatekeeper - A person with the information or resources you need.

She may even be a Business Kelly or the Other Destiny's Child, a middle link in the chain.

Anyway, she might be interested in your idea. How do you write and talk about yourself without being… too bootylicious?

First, do not wet your pants.

Second, do not let the person introducing you write your description about you.

Here's why: 

Talking about yourself through a business introduction email is the first place to start shaping your narrative.

3 Ways How To Write Introduction Email

1. Pow wow with your mutual connection

If appropriate and possible, take 15 minutes with the person connecting you to ask:

  • What problem could you solve for Mrs. Carter?

  • What's on her mind regarding the thing you're working on?

  • Why did they think this was a good fit?

  • Knowing what they know about Queen Bey, what terms or tactics should you avoid?

2. With this info in mind, go write your introduction email:

Decide on the essential pieces of your work and story that pertain to the above and eliminate all else.

  • What do you want to be known for when she introduces you to Oprah?

  • Which version of your story is best for her and your cause? (Hint: it's the one that speaks to your experience solving the problem she's interested in solving).

Even if you don't have the inside track, there's always research. Check her social, articles, and organizational memberships to get a sense of where her head is these days. Then put yourself in Her shoes and ask yourself the above questions you would have asked your friend.

3. Talking about yourself = reiterating & repeating.

A key element of persuasion is repetition. A key element of trust-building is consistency.

Hit both by echoing what you say in that intro paragraph throughout every other touch point you have with the Bee Hive–your resume, deck, LinkedIn, Twitter, and YouTube. Whatever you have. Don't leave it in the hands of your well-meaning but very busy friend.

'But,' you may wonder, 'how do I handle this with my connection without looking like a controlling psycho?'

Like this:

  • The intro offer is secured, genuinely, thank your connection. They're expanding social capital on you. It's a gift and a privilege.

  • Offer this person the ability to opt-out of the time it would take to write about you.

Offers are more readily received if framed as a benefit to the other. 

Example: 

"Thank you so much for taking the time out of your busy schedule to offer this opportunity. Let me take the burden of figuring out what to write off your plate. Mind if I take a stab first and you tweak it? I want to make sure I'm representing you and myself in the best light."

  • When you send it, trust their final edit.

You've done your very best. Pat yourself on the back for crafting a successful business introduction email.


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