A pre-written communication, often in electronic format, intended to persuade a potential customer to consider a product or service. Its function is to demonstrate value and encourage a positive response, such as a request for more information or a meeting. For instance, it might highlight a specific problem the product solves and then offer a free trial as a call to action.
These pre-designed communications offer several advantages. They can save time, maintain consistency in messaging, and provide a starting point for customization. Historically, companies have used standardized letters and templates for marketing, and this practice continues in the digital age with email. Utilizing a well-crafted example can increase outreach efficiency and response rates by presenting a clear and compelling value proposition.