How about this for a cold letter that got results?

A few years ago I, and no doubt countless others, spotted an article in Adline magazine stating that the Royal Armouries in Leeds was looking for a new agency. I ghosted this letter for my then MD and, following the resultant credentials meeting, we were invited to pitch for an Easter traffic building campaign. We won the business.

Whatever mix of people your new business team comprises, the managing director may have the knowledge, the marketing manager may have the theory and the sales manager may have the gusto, but in this case the copywriter made it happen!

Dear Siân

Re: The Pitching Battlefield
You have, no doubt, been inundated with letters similar to this from advertising agencies, and it’s probably the bigger agencies that have been trying the hardest to win your attentions.

We, however, have a battle plan that differs from the rest in that, though we are a small out-of-town operation, we recently hired one of the best known creative talents from Manchester to spearhead our new business drive. Just have a browse through the enclosed brochure and I think you’ll realise that we have the brains, not to mention the brawn, to confidently draw swords with the bravest agencies in the land.

There, I’ve thrown down the gauntlet. It just remains for me to calmly prepare by recharging my musket, in anticipation of a meeting with you at dawn (or slightly later).

I will, of course, phone you beforehand.

Yours sincerely

Commander-in-Chief