Someone asked me on LinkedIn this week…
"I’m wondering how a Letter of Introduction is meant to differ from an Email Cold Pitch? Any tips?"
…and I have SO MUCH to say about it... so let’s dive right in!
Letter of Introduction (LOI)
A short message that you add to a connection request (using the “add a note” feature) or send after you connect with someone. The LOI is only intended to get the point of contact to accept your connection request or to start a conversation once you’ve connected. They are not pitches (yet), and they don’t ask for anything aside from connection on LinkedIn.
Pros:
- an LOI is a WARM pitch bc they can see your LinkedIn profile
- Higher (12-25% on average) conversion rate
Cons: LinkedIn connections can sometimes take a little while to convert and a little bit of effort playing the "game" – if you will.
Email Cold Pitch (ECP)
An email that you send to a point of contact or general email offering your services. Immediately let the contact know what your services are, why they’d be useful to them, and who you are. (Also used for journalism, but that's a bit different)
Pros:
- With emails, you can pitch right away
- ECPs work well for leads who aren't active on LinkedIn
- You aren't relying on a social media platform to get clients
Cons:
- ECPs are a COLD pitch
- They might end up in spam
- On average, ECPs yield a lower conversion rate (~3-8%).
When to use an LOI vs. an ECP
I recommend relying primarily on LOIs to directly reach out to your clients. You can also use LOIs on other social platforms – not just LinkedIn.
But if you can’t find someone on LinkedIn or they’re not active on LinkedIn, you can send them an ECP. Occasionally, you’ll find that some industries or companies just aren’t on LinkedIn. In those cases, use ECPs.
To run a successful, sustainable freelance writing business, you should know both methods, though. You never want to have to rely on one platform.
If something were to happen to LinkedIn and you only knew how to use LOIs, then your business would definitely suffer. But if you have a backup plan (ECPs), you’re more likely to be successful long-term.
Next Steps
If you found this helpful, you're gonna LOVE the Get Clients Guidebook... it has everything you need to use LOIS and ECPs to get clients:
→ templates
→ strategy
→ step-by-step instructions & videos
→ pro-tips
Did I mention it’s free?
