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Build On Industry Rapport For Advertising/PR #1

Jim is a professional copywriter, so his letters are near perfect. They are smooth, casual, and easy-to-read--but also forceful and persuasive. What creative director in their right mind could say "no" to meeting him?
Jim is an interesting person. He has worked for advertising agencies in Denver and New York, and he recently completed a Ph.D. in psychology. That's a rare combination, and it intrigues employers.

JIM BRODIE
1050 14th Street | Boulder, Colorado 80302
H: 303-440-8477 | C: 720-455-8312 | jbrodie@aol.com

November 18, 20––

Mr. William Robertson
Executive Vice President
Ogilvy & Mather, Inc.
Two West 45th Street
New York, New York 10036

Dear Mr. Robertson,

Advertising agencies are different in New York than here in Denver. Much bigger. More
professional. Better people who are paid better. That's why I'm coming to New York to
look for work.

I'm intending to send this note to the executive who does the hiring for the Creative
Department. From your title I think that's you. But I'm not sure. So if I'm talking to the
wrong person please send this in the right direction.

I was thinking about the difference between advertising and public relations the other
day. One difference, it seems to me, is that in advertising there is an emphasis on ads
as products. More so than in public relations where the concern seems to be more on a
total image.

The emphasis on ads as things which perform a function explains in part my love for
advertising. Craftsmanship becomes very important. Making better and better ads
provides a satisfaction and sense of accomplishment.

I've always liked making things, but ever since I started making ads I haven't enjoyed
making anything as much. My goal is to see if I can find a job doing the thing I enjoy
most.

My interests are primarily in the area of copywriting, but I also do layouts. I've put
together a portfolio of my best work. I'd like to show it to you.

I'll be in New York Monday, Tuesday, Wednesday and Thursday. November 27, 28, 29,
and 30.

I'd really like to meet with you some time during those four days. I'll call you as soon as
I arrive to see if we can arrange to meet at a time that is convenient for you.

Sincerely,

Jim Brodie

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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.