How To Build A Great Marketing Kit Series (10) – A Personalized Cover Letter

This is the tenth part of an 11 part series on How To Build A Great Marketing Kit.

Before you read further, you may want to read the introduction here.

Professional marketing kits always contain a personalized cover letter.  This allows you to tailor your introduction directly to your potential referral source’s needs.  Do you know how to write a killer cover letter?

• Start by doing your market research. Know what’s different about this business / professional.  Know who their target market is. Know what they do and don’t do. Then you can start writing.
• Format and tone. The letter should be written on your professional (not personal) letterhead in a business format.  The tone should be warm and helpful.
• General content. Your primary goal is to highlight how your business can help solve one of their needs — better, faster, or more thoroughly.  Always keep in mind the myths associated with your profession and make an effort to dispel those as best you can.  And, don’t forget to include the benefits of working with you, your credentials, professional affiliations, and experience.
• Introductory paragraph. This is where you talk about who you are and why you are writing the letter.  For example: “My name is Tamara G. Suttle.  I am a Licensed Professional Counselor and am writing to introduce you to the services that I offer.”
• Bragging rights. This is where you include relevant highlights from your resume and work experience.  For example:  ” I have been in private practice for almost 20 years and have worked extensively with sexual trauma.  In 1995, I began offering workshops and retreats on  . . . . I have been written up by . . . .”
• A short therapist’s statement. This will be one-three sentences used to give the recipient a better understanding of your unique way of offering your service(s).  (Look for a future post describing therapists’ statements in more detail.)
• Concluding paragraph. This is where you may reference one or two of the materials included in your marketing kit (like press clippings, brochures, etc.) and request / offer future contact and support.
• Length. Ideally, your letter should be one to two pages in length — preferably one.  And, because you are including this as part of  your marketing kit, you can use your letter to refer to some of the various components in the kit such as the menu of services or the client testimonials.

Including a personalized cover letter allows you to set yourself apart from the hundreds of therapists out there in a professional way.  Next time, we’ll talk about what to do with your letter and how to package your marketing kit!