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Business Development

Cold Call Letter #2

Early in my consulting career I promoted the professional practices of physicians, dentists, and financial planners. The idea was to generate more patients and clients for them, which I did. I sent this direct mail letter to physicians to solicit their business, and enclosed a reply form. I was already busy, and this mailing produced more response than I could handle, a good problem to have.

Unlike today, when this letter was written both dentists and medical doctors strongly disliked advertising. Anything that smacked of advertising or self-promotion was automatically rejected.

Dear Dr. Turzanski:

Are you a good candidate for PR?

On the cutting edge of your profession?
Doing something new and different that the public needs to know about?
Enthusiastic about what you're doing?
Already successful, desiring more success?

Are you concerned about increased competition in your field?

In 20— there were 310,000 doctors; in the year 20— there are likely to be 643,000.
"Private Practice" magazine says that "doctors must realize that no matter where they went to medical school or how' board certifiable' they are, they are not guaranteed a successful practice (July 20—).
"Physicians feel they are under siege," says Dr. Richard Wilbur, Executive Vice President of the Council of Medical Specialty Societies.

Public relations (PR) can help you specialize or increase the size of your practice without advertising.

(Last year one of our clients received free radio, television and newspaper interviews worth $28,824.50. Another doctor added 250 patients to his practice.)

If the topic of "practice-building" interest you, I'd like to visit your office to show you what we do and explain the results others have gotten.

Please return the enclosed reply letter, or call 303-555-1212.

Warm personal regards,

Bill Frank

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25 Reasons I love consulting.
by William S. Frank

Brand. You are your own brand, and you can define it any way you want. For many years, I provided outplacement to the ex-employees of Schlumberger, the world's largest oilfield service corporation. When departing employees left the company, they didn't request outplacement in their severance package. They said, "I want Bill Frank."
Demand. The world will always be full of terrible problems that need solving.
White Hat. I can be a helper and get paid for it.
Pay. I can be paid to do things I'd gladly do for nothing.
Variety. Every day is different.
Happiness. At this stage of my career, I only work for people I respect and care about. If a client micromanages me or is otherwise no fun, I complete the assignment and replace them.
Talent. I'm using 110% of my talents and stretching myself to the max.
Change. I can change my focus any day I want. If you're a McDonald's franchisee, you don't say, "Hey, I've got this great idea for a meatball sandwich—let's try it out today." In consulting you can adjust your focus hour-by-hour, as long as your clients still understand and appreciate what you do.
Income. No one else would pay me as much as I pay myself.
FUN. I can't think of anything I'd rather be doing.
Retirement. I can write and consult as long as I am physically and mentally capable. Peter Drucker worked into his 90s, and when asked which book was his best, he said: "My next one."
Job Security. Although clients come and go, no one can come into my office and say, "Pack up your stuff . . . You don't work here anymore." In 29 years, I've only had one employer: ME.
Travel. I don't have to travel unless I decide to. I travel if it's both FUN and profitable—or at least FUN.
Commute. I live five minutes from my office, a corner office in an upscale six-story tower. In winter, I leave a heated garage at home and drive to an underground heated garage at work. There's seldom time to hear even one song on the radio.
Vacation. Consulting is more fun than vacation (except on Wailea Beach in Maui).
Friends. I have developed hundreds of close acquaintances and several lifetime friends.
Time. I can work as much or as little as I like: four-hour days or 18-hour days. (Of course, my income will reflect that.)
Employees. I can work with employees, subcontractors, partners, or alone—I've done it all.
Passive Income. I've developed several products that provide "mailbox money." I earn while I'm sleeping.
Ethics. I've never had to violate my values or personal code of ethics. I've never had to lie, purposely deceive or harm others, or promise things I can't deliver. I go to bed with a clear conscience. That doesn't mean there's never any conflict. But the conflict is conducted according to generally accepted business practices.
Virtual. My career is fairly portable. With the Internet, e-mail, cell phone, and FedEx, I can work nationally, even internationally from my office—or anywhere in the world.
Purpose. I make a difference in peoples' lives every day. I see it in their faces, hear it in their voices, and read it in their thank-yous.
Experience. Every painful or joyful life experience makes me a better consultant. So does every person I meet or book I read. Grey hair can be good in consulting.
Structure. I have to work very hard, and the clients expect superb results—but I get to structure my days, weeks, months, and years.
Boss. Most of the time, I love my boss.

As I was posting these letters online, I realized I want to communicate my love for consulting. It's just a great business. The single letters, taken together, may create a picture of enjoyment, but in a burst of creativity I listed some of the reasons consulting is such a good fit for me—and perhaps for you, too. They are not prioritized; this is just how they came out.