I find that merging a cover letter with an informal assessment of their current website hits the spot. If they don't have a website yet, let them know what you can do for them in terms of building one, and how easy it is to contract a freelance designer. Put options out there in a menu format without prices and it lets them feel that they can pick and choose what they need.

Don't give them to front line employees. Always management, or better yet if it's a small business ask for the owner's business card.