How to be a Successful Client

When you're the right kind of client for me, something wonderful and mysterious happens. Even my most intuitive friends haven't been able to explain it, but one of them did name it: "The Garfinkel Effect."

"The Garfinkel Effect": Even before the new marketing I create officially kicks in, more business starts to come your way. Lots more. Why? It could be the increased focus you get as a result of our conversations. It could be the increased confidence you feel as a result of the increased focus. I don't know why it happens. I just know that, if you're the right kind of client, it does.

The downside? If you're not the right kind of client, there's almost nothing I can do to help you. Sad, but true. Certain types of businesses thrive with my approach; others struggle and squirm and strain and never seem to collect the bounty. I like to work with the kind of businesses that thrive. Here's some information to help you figure out if you'll be one of them with me:

How do you know if you're the kind of business we can help?

1.You realize your current marketing methods, though successful, are not tapping into the larger part of the market that you can only get through direct marketing (including: direct mail, direct-response advertising, Web copy).

2. You've tried direct marketing before -- and either it has worked well for you, or you're convinced it can work well.

3. Or, you've never tried direct marketing, but you know who your best prospects are, and once you get them in front of you they usually end up doing business with you.

4. You believe there's more to business than just a healthy bottom line -- you also want to make a contribution to the larger community that you are a part of.

5. You're decisive, assertive, and willing and able to implement a bold marketing initiative.

Will the Overnight Marketing approach work for you? It depends.

We've found it works for:

1. Value-priced businesses (often the most expensive in their field, but always the provider of the greatest value for the money)

2. Companies that generally sell easily in person but sometimes have trouble getting qualified leads efficiently

3. Businesses with a positive sales culture and an entrepreneurial spirt

…but it doesn't work for:

1. The lowest-price business in the industry

2. Organizations whose sales and marketing groups don't work closely together

3. "Group decision" businesses where committees rule

Some words of advice from one of my colleagues:

"As a successful direct response copywriter myself, I value David Garfinkel's unique insights into copy and the creative process. If you have a chance to put his expertise to work in your business, grab it! He's one of the few copywriters I recommend if I can't take on a job."

David Deutsch, President, Deutsch & Associates, Inc.
Author, Million Dollar Marketing Secrets

Do You Need What We Do for Your Business?

© 1999-2002, David Garfinkel, Overnight Marketing, All rights reserved

Overnight Marketing
236 West Portal Avenue
PMB 255
San Francisco, CA 94127
Tel: 415-564-4475
Fax: 415-564-4599
Email: Garfinkel@aol.com