Writing Great Introductory Emails

Just what should be included when writing great introductory emails or cover letters that will help get the booker’s attention. I thought I would share some useful copy-writing strategies with you in a two-part series.

So often I receive emails that are supposed to introduce me to a potential new client or someone wanting advice or even a referral to some industry professional. Unfortunately, most of the emails I receive tend to leave out any enticing information to get me to read on. Worst of all, many are bulk emails sent out to everyone on their mailing list, and they don’t even apply to me.

Four Steps To Writing Great Introductory Emails

Step number one for writing to anyone industry related, is to do some research first. Know who you are writing to, what they are about and what do they do. Perhaps you knew of them way back when, and they are doing something completely different now. Find that out first, save yourself a letter if they don’t even fit your inquiry now.

Step number two: Write individual emails or letters to specifically address that booker or person with a request or introduction that relates to them. DO NOT WASTE YOUR TIME OR MONEY with huge bulk emails requesting gigs. The odds are really against you. The recipient will see right through a bulk email request. They will know immediately that you have done no research, you know nothing about what they do or what their concerns are.

With these two steps in place for every email you write, you may then begin to craft your introductory emails to fit the individual situation. This will serve you well throughout your career, get more responses and build more long-lasting relationships. Everyone is an individual with individual circumstances, especially bookers of venues. Each one has a uniqueness and you need to understand that uniqueness.

Step number three: Demonstrate that you have done your research about their venue. You know what they are about, who they book, when their season is and what kinds of shows they put on, before you begin talking about you, your act and what you want.

Begin your email with something related to the venue’s upcoming schedule.  Perhaps mention an act that you see on the schedule whom your act might resemble or could possibly open for or share the bill. If the venue recently put on a festival in your genre or had a special event, ask about the event, show your interest. Weave in the fact that your act is also in that genre. If this is a recurring yearly event, your act might be a perfect fit next year.

After you have established some knowledge of their venue, then you may begin to talk about your act and how it may fill a specific void in their schedule. Write about what you can offer them.

Step number four: When writing about your act, it is important to offer the booker shows they can sell. If you are an unknown act in a market, it is to your selling advantage to create themed or titled shows that the booker can market easily. An unknown named act is harder for them to sell, yet by giving your show a clever and interesting title or theme name, the booker may be able to draw an audience more easily. Think about your material. How can create a unique name for the show you do or perhaps create a theme for the entire tour?

There’s much more. Next week I’ll cover Steps Five through Eight that will include what you need to write about when talking about yourself and your act.

Do you have trouble writing great introductory emails and cover letters? What have you done to remedy this?

Leave me a comment on the blog

I can’t wait to hear about your success.

Thanks to Carol Ehrlich for this week’s graphic image.
Check out her work at v360.com

Now, Thanks to the Band Curfew from the UK for providing the Biz Booster theme Music, Future Dance.

And for more career boosting tips, articles, books, resources, tele-seminars and online courses, visit me at Performingbiz.com

Coming Soon! Get Great Gigs Podcast