[tab name=’Guidelines’]

Guidelines : New Services/Products

Announcing New Services or Products

Guidelines and Alternate Phrases

• Arouse interest immediately–with a provocative question, a startling statistic, a pithy quote, a problem statement, a dream or a promise.
• If you’re like most marketing professionals, you’re probably finding it increasingly more difficult and expensive to reach qualified prospects.
• You should be able to cut your check-processing time in half with a new ___.
• We’ve already proven we can help you eliminate malfunctioning ___ in your large offices–and we think we can now do the same thing for your home. We now have ….
• Do you know where you plan to be in your organization in five years? Do you want to know? We want to help you answer that question. We’re looking for qualified representatives in your area to …
• Have you noticed that budgets and goals often contradict each other? We understand. And we think we have a promising solution.
• You can now purchase ___ directly from us. No more waiting and paperwork delays.
• Thank you for asking about our new consulting services. We’re pleased to say we can now provide ….
• We’ve just completed a landmark study–the results of which should have an impact on the way your organization ….
• If you’ve ever tried to learn a software package without benefit of an excellent learner’s guide, you’ll appreciate knowing that ….
• By now, you’ve read numerous news stories and journal articles about ongoing problems with …. We can help.
• Why should you go through the usual hassle of changing insurance carriers? Two reasons: one is ….
• Are you prepared to answer some tough questions? What are you planning to do next year about…? And about….?
• When you responded to our recent telephone survey about …, you confirmed the need for more …. As a result of your comments about how we can improve and expand our services, you may be interested to know that ….
• As the owner of a small business, you know how much effort it takes to succeed. We congratulate you. And we’d also like to help you. I think you’ll be interested to know about ….
• We want to introduce you to a product that in its first six months on the market has captured attention in the most-respected industry journals such as ___. Here’s why….
• Did you see the recent article in ___ about a new method of …? If not, I’ve enclosed a copy of that article and noted in the margin something that should mean direct dollars to you.
• Cost-of-living increases are a benefit that most of your employees expect. Relocation assistance and medical benefits are also key issues with them. But how much is too much? How much is fair?
• If you own a home, please take a minute to read why you might be interested in protecting that investment against ….
• Consider the convenience of having all your insurance with one company. You’d have only one agent to handle all the paperwork and hassles–along with the biggest advantage of all, an objective look at your real needs.
• Please call us at our new toll-free number (1-800-444-7777) to get your free copy of … This is the first such listing you can use immediately to contact ….
• I’m sending this to your home to alert you to a serious situation developing in the workplace. I’m referring to the recurring accidents during the last few months. We’re all fortunate that no one has been seriously injured, but the potential for injury and costly damage is there. You have two options with regard to your safety and financial protection: ….
• Explain the benefits of what you have to offer.
• We can take the risk out of evaluating new equipment for your factories. As part of our service to you, at no cost we will ….
• Have you heard of the Huffton line of copier supplies? If not, maybe you’re not aware that now you can ….
• We have four ways to help you reduce current operating costs and to capture savings on future equipment purchases. First, ….
• The most compelling reason this program works is that the framework design allows you to ….
• Almost every organization can benefit from the increased speed in … and the decreased chance of confusion in ….
• Our business has grown to serve more than 300 clients in 42 states. What that means to you specifically is the convenience of ….
• You will find this offer unique to our company. Only our customers have the option of ….
• Either ask for the order–by phone or mail–immediately, or tell readers how they can investigate further. If your product or service is not one they’ll make an immediate decision about, then identify the next step for them in the buying process. Should they see a demonstration? Attend a meeting? Ask for literature? Call some references? Visit your trade-show booth? Set an appointment with a local representative? Fill out a survey form for a customized analysis of their situation?
• If you would like to discuss alternatives available to you in manual design, I’d love to drop by and visit with you further (call me at ext. 4589). I can bring along several samples of manuals we’ve put together for other clients. At the least, you could pick up some ideas for new programs you plan to develop for the upcoming year.
• We will appreciate the opportunity to share with you our professional experience in making the decision you’re facing. May we help?
• We can set up a demonstration in your office so that all your staff will see the results firsthand.
• I invite you to take a risk-free look at the directory. We’ve copied and attached a few pages of entries so that you can see for yourself what kind of information you’d have at your fingertips. Call us today, and we’ll ship out the complete directory tomorrow.
• All you need to do is call 1-800-123-4455 and ask them to put you in touch with your local representative. He or she will be happy to meet with you at your convenience to outline a systematic approach to stocking your various locations.
• Simply return the enclosed response card, and we’ll put some additional information in the mail to you. For example, we have some statistics you can compare to your own in the area of ….
• If you’ll answer the six questions on the enclosed survey, we’ll send you information for your specific situation. Then if you’re still intrigued about the savings involved, we’ll send out one of our agents to sit down with you and go over the costs on an employee-by-employee basis.
• If you’ll just attach your business card to this letter and return it in the enclosed envelope, we can give you some information that will help you make that decision.
• For a copy of a special report that contains some of the key industry statistics, simply call us at 1-800-432-0000, and we’ll send it by return mail.
• We’ll offer you a free estimate on your move and answer your questions at no obligation. What do you have to lose?
• We have other similar events scheduled for the next quarter. If you’d like to be our guest at one of these seminars and learn more about …, call ext. 4889 to reserve a seat.
• Just jot us a note on the bottom of this letter and return it. We’ll be glad to add you to our mailing list for receiving updated information and prices.
• We have a video that will give you more details about the commitment involved if you decide to join us. Call me or Andy Reece at the above number, and we’ll put one in the mail to you immediately. Then you can really say you’ve made an informed decision.
• Whatever you’re introducing, get to the point quickly and be clear and specific about the new product or service. Too many readers finish an entire letter with only a vague understanding of what the writer has to offer.

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[tab name=’Example 1′]

Example 1:Sample Letter for New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Engineering Executive:

Many of you have told us your problem in preparing quality maps, and now we’re ready with a solution. Our newest software package, MAPPON, allows you to.

What does that capability mean in your day-to-day operations? We think you’ll see three improvements in preparing client proposals:

• Faster turnaround time from initial draft to final map
• Improved clarity of blow-ups
• Impressive four-color layout of the proposed design

If you’ve lost some contracts lately that “should have been yours,” then I suggest we talk further. The least I can do is examine the maps you’re now using in your proposals, show you samples of what our software package can do, and give you some figures to help you determine the actual cost per map for your own operations.

Would you please initial the card I’ve enclosed and return it to me? When I hear from you, I’ll phone to see when we can get together. If your need is more immediate because of a more significant pending proposal and contract, you can always phone me at 234-5555.

Sincerely,
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[tab name=’Example 2′]

Example 2: Example Letters for announcement New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Mr. Howard:

We have some good news. We’ve talked with one of your staff members briefly on the phone about your volume of outgoing parcels and our shipping rates. Comparing what you’re paying versus what we charge, we think we can save you between 15 and 20 percent on your monthly shipping bill.

In addition to the lower cost, we can offer a convenient pick-up at your office. You won’t have to change anything or go through any long, drawn-out process. Simply call us at 334-4449, and we’ll schedule a stop at your office every day from now on. That’s all there is to it.

If you’d like to check with other satisfied customers about their experience with our dependability, the courtesy of our staff, and our record-keeping and parcel-tracking processes, we will be glad to put you in touch with several people in your neighborhood.

May we work together?

Sincerely,
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[tab name=’Example 3′]

Example 3: Example of New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Ms. Crocker:

Congratulations on your engagement! There’s no question you’re about to plan the biggest day of your life. As with any special event you’ve hosted in the past, you know the necessity of careful planning and hard work to ensure you and your guests that everything will run smoothly.

We think a perfect reception begins with a beautiful atmosphere. As you review our enclosed wedding brochure, you’ll see our creativity in decorating, our well-dressed staff, and our formal serving pieces will make your reception one to cherish. Of course, as you glance through the brochure, keep in mind these photos are suggestions only; we will work with you to customize any theme, setting, and service you want.

At your convenience during the next couple of weeks, I’d love to meet with you personally to give you a tour of our hotel in downtown Fairbanks. If you’ll phone 446-9987, I can even make arrangements to stay late one evening or have my assistant here to show you what we can offer.

I’ll look forward to sharing ideas and making plans with you for that special day.

Cordially,
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[tab name=’Example 4′]

Example 4: Example Letter of New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Mr. Shipley:

Kent’s Furniture is pleased to announce an exciting new service for our customers. Our main location now offers an interior design center, including an experienced interior designer to answer all of your decorating questions.

The center is open during regular store hours. If you have specific questions, our interior designer, Laura Sulley, will be available on Monday, Wednesday, and Friday afternoons from 1 p.m. to 6 p.m.

We are excited about our new design center. We invite you to stop by anytime and take advantage of this unique service.

Sincerely,
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[tab name=’Example 5′]

Example 5: New Services/Products Letters

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Miss Hawkins:

Sweet Tooth is happy to introduce a special treat for our customers — our new cake decorating service. We recently hired Cindy Hauser, a professional cake decorator with years of experience in everything from Snoopy birthday cakes to elaborate wedding cakes.

We are excited about this new service, because we are now able to fulfill all of your baking needs. Whether you need a dozen donuts or a wonderful wedding cake, we’re here to serve you. The enclosed brochure includes a product and price list, as well as Cindy’s cake decorating rates. Thank you for your patronage.

Sincerely,
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[tab name=’Example 6′]

Example 6: Sample of New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Mr. DeSoto:

Victory Suites is thankful to all our corporate patrons. To demonstrate our appreciation, all corporate guests now have access to two new services. They will receive free pick-up and delivery of all dry-cleaning garments, as well as access to pay-per-view movie channels for a discounted fee of $2.00 per movie.

We make every effort to help our guests feel comfortable at a time when they must be away from their families. We hope these additional services will contribute to that effort. Thank you for staying with Victory Suites.

Sincerely,
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[tab name=’Example 7′]

Example 7: Document for changing New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Mr. Chase:

High Tech Distributors is booting up a new line of TechnoRobotics products. These products are automation components which can be assembled by your engineering departments to meet the specific needs of your manufacturers.

Don’t be concerned if your engineers are not familiar with determining their automation needs. TechnoRobotics will provide consultants to assist in the design as well as provide specific directions and guidance in the assembly process.

For more information, contact Leland Black at High Tech Distributors. Or come by a High Tech Distributors’ warehouse and we will be happy to give you a tour.

Sincerely,
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[tab name=’Example 8′]

Example 8: Letter for introduce New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Ms. Newhauser:

Williams Jewelers is pleased to announce our educational workshops starting February 1. We are offering this service to ensure our clients can make informed decisions in their purchases of all their jewelry products and services. The workshops include jewelry-making techniques, cleaning techniques, and jewelry appraisal methods.

The enclosed brochure outlines dates, times, and prices for these workshops. We hope you will take advantage of this new service.

Thank you for your continued patronage.

Sincerely,
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[tab name=’Example 9′]

Example 9: Letter of New Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Mr. Kennedy:

Robinson’s Grocery knows how hectic life can be. Finding time to do the shopping is sometimes nearly impossible. For this reason we are pleased to announce our new on-line shopping and delivery service.

With this service, Robinson’s customers can enter their shopping list on the computer by selecting from over 15,000 items. Our expert shoppers will fill your order to your exact specifications and deliver the groceries to your door within two hours of your final click on the mouse. The attached sheet explains the details of acquiring the service and using it in the most efficient manner.

Robinson’s Grocery is happy to make your day a little less hectic. Make every day a great one with on-line shopping.

Sincerely,
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[tab name=’Example 10′]

Example 10: Sample Letter of introduce New Services

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Director of Special Events:

Tito’s Mexican Restaurant is pleased to announce the opening of our Fiesta Room. This room will be available for private parties of 15 or more persons. In the past, many groups have requested our services on special occasions. Until now we have not had the space to accommodate such large parties.

If you are interested in reserving the room, please call at least two-weeks in advance, as we anticipate that openings will be filled quickly. Special menu arrangements can be made to accommodate the groups.

Thank you for contributing to Tito’s ongoing success. We hope to see you and all of your friends soon in the Fiesta Room!

Sincerely,
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[tab name=’Example 11′]

Example 11: Samples of New Products Letters

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Mr. Eider,

We hope you are enjoying the deck Binford Decks built for you. With the beautiful view you have from your home, I can understand why you would want to spend as much time in your backyard as possible.

I think we have a way to make that time even more enjoyable. Binford Decks is pleased to announce that we are now an authorized installer of Bubbleblast spas. Bubbleblast offers hundreds of spas, saunas and pools–from two-person hot tubs to an above ground pool that can cool off the entire family.

With our expertise in deck design and construction, we can easily expand your deck to incorporate a family pool, or added a sauna on your existing deck. We can finance to fit almost any budget.

Please look over the enclosed brochure on Bubbleblast products. Please give us a call and we would be happy to give a free estimate.

Sincerely,
[/tab]
[tab name=’Example 12′]

Example 12: Document for New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Ms. Brahm,

In January 19– DiscoTech released SpringBack 1.0, our automatic back-up and archive software for individuals and small businesses. Since then, our competitors have struggled to catch up.

On August 4 of this year, they’ll have to try even harder.

On that day we will release SpringBack 2.0. While maintaining the reliability and ease of use that you have come to expect from SpringBack, this new version offers many improvements that will allow it to grow with your needs. Improvements include:

• Support for larger hard drives – up to 16 terabytes
• Support for TCP/IP networks – so you can backup your laptop computer over the Internet
• Support for new removable media – including popular new drives from Iomega and Syquest
• Improved compression and security

SpringBack 2.0 will open archives made with Version 1.0, as well as those made by Retrosave and Autoback.

For more information about SpringBack 2.0, call us 1-800-555-5555, or visit our site on the World Wide Web at http://www.discotech.com for frequently updated information.

Sincerely,
[/tab]
[tab name=’Example 13′]

Example 13:Example of changing the New Services/Products

Company Name or Letterhead
Address
City, State Zip

Date

Addressee
Address
City, State Zip

Dear Ms. Weathers,

TestTrack has been upgraded! Version 2.0 includes close to 100 new features requested by people like you. Please take a look at just a few of the highlights:

• Scheduled Start Date Columns
• Scheduled Finish Date Columns
• Actual Start Date Columns
• Actual Finish Date Columns
• Automated “Slip” or “Early Start” Bars
• Durations
• Links and Dependencies
• Fit to Page Layout
• New Toolbox
• Unlimited Custom Columns
• Chain Activities
• Lock Activities
• New Scales
• Moveable Rows
• Global Move Tool
• Percent of Work Complete
• New Manual
• Many Many MORE!!

We understand that today Macintosh users are being bombarded with upgrade opportunities, and sometimes the few new features aren’t worth the cost of the new version. However, TestTrack 2.0 offers drastic improvements that have been applauded by some of our most demanding customers:

“I think it’s a fantastic improvement! The linking helps greatly.” Michael Brook, RTS, Inc.

“I find TestTrack 2.0 to exceed the capabilities of other programs to allow total functionality.” Vaughn Oliver, Fauxreaux Development.

The cost of the close to 100 new features and the completely rewritten reference and user manual is only $89 (plus shipping and handling) and will be shipped to you overnight via Airborne Express.

To convince you that TestTrack 2.0 is worth investing in, we’re offering a free demo kit plus the what’s new in version 2 booklet for your evaluation. To request the free upgrade evaluation kit call us at (555) 555-5555 or FAX us at (555) 555-5555.

This major upgrade came from requests from our users, we greatly appreciate the input that has driven development efforts and look forward to more ideas and suggestions.

Please don’t delay, you won’t be disappointed!

Sincerely,
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[end_tabset]