How I work With Clients

Here are some of the immediate results I have created for different companies:

1. "Prospects call up, ready to buy."

2. $25,000 the next day from 14 letters faxed

3. $130,000 in sales from 100 letters mailed

4. Sales doubled in six months

5. Profits tripled to $4 million annually

Once people learn about the kind of results I have created for other businesses, they inevitably ask, "How can I work with you?"

Here's my answer. I never work with two clients exactly the same way, because everyone's situation is different. But I more or less approach it like this: I meet with you, in person or by phone. I talk with you. I look at what you've done. And together, we determine what result you are looking for with the next step of your marketing.

Then, we look at what the most appropriate immediate project could be to get that immediate result. This could be anything from a letter to a postcard to a lead-generation program coordinated with your sales operation to a video or a seminar you present to your prospects.

Once we've settled on a plan, I start the writing. Then I show it to you. Then we go back and forth until we've come up with something we both agree on. And then you implement it.

The best way for you to understand how this works is for me to tell you about a few of my favorite clients…

"The recent direct mail campaign you designed for me appears to be headed for the record books--at least the ones I keep. Of the people I mailed to, virtually 100% read the letter which you designed. I have already written $30,000 in new business since the campaign began, and I am currently in negotiations for what will probably be about $100,000 in further contracts--all as a result of the direct mail campaign and my follow-up."

--Russ Mumford, CEO, GreenIdea, Inc., Software Publishers

Russ wrote that testimonial in early 1996. Today, Russ and I are working on our fifth project together--to market his company's Visible Statement® Good Computing Habits Awareness software to Information Security departments in corporations and government agencies.

Russ is a skilled sales professional and a seasoned marketer. Most people would think he wouldn't need any help. And normally, he wouldn't. But as a business owner, he was "too close to the problem" himself to come up with the best solution. So, for the 1996 project, I helped him develop a list, a letter, and a strategy to get his project going and generate significant sales. But with each project I've worked on with him, what I have done was different from the others.

Just as what I did with Ty Boyd was different still.

Ty is a former newscaster, an award-winning speaker and CEO of a training company. Here's what he has to say:

"We are for the first time reaching clients we couldn't reach before, who we felt should be interested in our services. We have found David's focus on what our market needed to hear from us has made all the difference. In the last six months, we have doubled our sales volume, resulting in an exciting profit."

With Ty's company, we determined the only way to adequately present the extraordinary value he was offering--short of a personal appearance, which frequently wasn't practical --was through videotape. I scripted and assisted in the production of an infomercial-on-videocassette. And, as Ty said, sales doubled in six months.

Everyone's business is different, and cookie-cutter solutions are rarely appropriate. I custom-prepare a solution to get you the result you want.

Davkore, Silicon Valley's premier media duplication service, specializes in presenting highly customized solutions to its famous corporate clients. Davkore's success presented a unique problem: The clients using audio-duplication services had no idea about Davkore's video-duplication services. Software duplication clients didn't know about audio and video. And so on.

Because the account executives were so focused on the intricacies of each client's customized projects, they rarely mentioned these other services. It wasn't their fault; it's just the nature of laser-focused mile-a-minute conversation in Silicon Valley!

Solution: We put together a series of letters, each of which could be rapidly customized, to send to clients to inform them about other services Davkore offers. All account executives had to do was choose from a menu of bullet points, add the client's name and address, and print and mail the appropriate letter. This resulted in substantial additional business from current clients.

The Davkore project was one of my more complex assignments. However, sometimes all I do is identify the opportunity, do the research, write the copy, and get out of the way! Often I bring in a graphic designer, or a direct mail project manager, or a Web site designer. I've recommended sales trainers before. It all depends on what you need to achieve the result you're looking for.

Regardless of what I do, results is what it's all about.

"The results more than lived up to your claims. Using your techniques, we obtained thousands of new clients, tripling the profitability of our program to nearly $4 million in 1997."

-- Daniel G. Alcorn, Senior Vice President, Chittenden Bank

"The letter you helped me write was key to the success of my project. Out of 14 companies to which I sent the letter, one responded the following day and signed up for the $25,000 program. It saved my program."

-- Florence Kanuk, Consultant, O'Reilly & Associates, Inc.

Would you be the kind of client that I can help? Let's take a look…

… to clients page:

© 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