An introduction letter for catering services can be a great tool to attract new business.
An introduction letter is a sales or marketing letter which is designed to get your targeted prospects to hire you for their next event.
The goal of your catering marketing letter should be to:
- Grab the attention of your prospective client.
- Get them to read the letter.
- Respond: call or email you for an appointment or to place an order.
There are many ways of grabbing the attention of your prospects and getting them to respond. But your priority should be to get your prospect to open the envelope first. If you do not accomplish this then your letter will end up in the trash before it’s even opened. So be sure that your envelope or package does not look like bulk mail or junk mail.
After you get your prospect to open your letter you have to get and keep their attention.
Many marketers say you need a headline or a ‘grabber’ on the top of the letter to get their attention. Sometimes a headline works better, other times it does not. Sometimes you don’t need one at all. Frankly, you have to test it to be sure.
But what works very well, and studies have shown this to be a fact, is that ‘lumpy’ envelopes (using promotional items) work very well.
For example you can put something in the envelope or attach it to the letter to make the envelope look and feel ‘lumpy’.
Catering Business Marketing Letter Example!
Dear Name,
Do you want to save time and money on your next catered event?
My name is (your name) and I am the owner of (Name of Business). We create delicious gourmet dishes, appetizers, and deserts for catered events of 10 – 500 people or more.
Whether you are having a Christmas party, wedding, appreciation dinner, or a birthday party, I will deliver food to your guests that is so delicious it will knock the socks of everyone attending the event.
Here’s what some of our current clients have to say:
- Amazing testimonial about how good the food was. [Real Name].
- Awesome testimonial about how reasonable the price was . [Real Name].
- Fantastic testimonial about how easy it was to work with the catering business. [Real Name].
The Holiday’s are just around the corner and if you allow me to help you plan your next catered event I will help you save time, money, and reduce stress.
You’ll save time because my staff and myself will take all of the food preparation and serving off your hands. You’ll save money because as a professional caterer I know where to order food, how much to order, and when to order it.
The end result is that planning for your event will be much less stressful and much more fun.
[Name of Catering Business] has a delicious selection of gourmet food items to select from including [list of food items]. For your convenience I’ve enclosed a menu and pricing list for you to look over.
Please call me anytime at 555-555-5555 (or e-mail joan@awesomecateringcompany.org) to discuss your requirements or ideas for your next catered event over breakfast or lunch, on me!
Sincerely,
Your Name
Address
City
Contact Information
PS: By the way, we can host your party in our [type of area and location], or we can come to your business, home, or any location in [name of city].
PPS: I hope you enjoy the [name of promotional item] enclosed with the letter, menu, and price list.
What Is A Good Promotional Item For A Catering Business?
You should use a good quality promotional item that has a long shelf life. This way it will keep your company top of mind (between contacts) with your prospects.
Promotional items that may work well for a catering services introduction letter could be a spoon or fork shaped pen, a bottle opener, refrigerator magnet, water bottle, rolling pin shaped pen, and many more.
You are are going to follow up every month with another letter – or even better – a newsletter, right? Because one letter just isn’t going to do it. Studies show that it can take up to 17 contacts or more to make a sale. So you need to follow up with another letter or two, postcards, and newsletters.
What about e-mail marketing for catering businesses? Stay tuned for a thorough article on how to use this method for your business.
Follow Up Letter Example!
This ‘lumpy’ letter is a good example of how to follow up with a ‘grabber’ attached to the top (the spoon). With a little bit of editing this type of letter can easily be your first letter.
Dear Name,
As you can see I’ve attached a eco-friendly wooden spoon to the top of this letter. I’ve done this for two reasons:
1. I wanted to be sure I got your attention because I have something important to tell you.
2. My catering business makes food so delicious your guests will be licking their spoons with delight!
My name is [name] and I am the owner of [name of catering business]. I sent you a letter about two or three weeks ago but I haven’t heard from you.
I know you are busy and it’s easy to forget or put things off so I thought I would try to reach you one more time.
I can help you save time, money, and reduce stress on your next catered event. I know where, how, and when to order and serve our delicious gourmet food items so that there is less wasted but also have enough food to satisfy and satiate everyone at the event.
Enclosed is a menu and price sheet. I think you’ll find the prices are fair. But what’s not on the price sheet is, well, how delicious our food is going to be!
Here’s what a few of my current clients have to say:
Three bullet pointed testimonials here.
We can host your event or come to you, whichever you prefer. And since I am a well organized planner, I can help you plan your catered event and make it less stressful and more fun.
Call me a 555-555-5555 anytime, or e-mail me at email@moremail.com.
I truly look forward to hearing from you.
Sincerely,
Your Name
Address
City
Contact Information
PS: My invitation to discuss your next event over lunch still stands (it’s on me)! Give me a call or e-mail me to arrange a mutually convenient time to meet at my catering business, or I can bring lunch to you (and two or three of your employees). By the way, my chocolate souffle is simply amazing! I’ll have some prepared as well, so call or e-mail me before I get all booked up.
PPS: Other businesses I’ve catered are: Name of Businesses here.
This information is really helpful for restaurants business, and I go through your blog, found this “Menu matters! You can reduce costs by scheduling the start of your reception at a time that is not meal time. Consider brunch or afternoon tea or even a dessert bar” very informative. Thank you!