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Broadcast Letter To Friends For Marketing Consulting

JAMES T. EVERGREEN
170 North Jefferson Street | Chicago, Illinois 60606
H: 713-555-1212 | C: 713-577-2598 | jtevergreen@aol.com

November 17, 20––

Susan Anderson
Bank of California
2400 Patterson Boulevard
Bakersfield, California 03308

PERSONAL AND CONFIDENTIAL

Dear Susan,

As you may have heard, after leaving Charles Schwab in late August, I traveled to Europe to help a friend launch an Internet money market fund. As I attempted to understand a culture so much older and distinctively different from our own, I saw that there were new and different ways of living my own life, and decided to pursue a long-cherished goal: to own my own consulting business.

In the past 20 years, I have had the good fortune to work in most aspects of marketing and communications – product development; direct and indirect promotions; investor, shareholder and employee communications; market research and more. I have conceived, written and produced programs for everything from cookbooks and tax-planning seminars to bank-sold variable annuities, REITs and mutual funds. My time at Schwab and, before that, SunAmerica, Integrated Resources and Pillsbury was both intellectually challenging and financially rewarding. I've enclosed my resume for your review, and I would appreciate your thoughts about ways to change or improve it.

Yet I look back upon my years spent running a marketing and communications consulting firm in Manhattan as the most rewarding period in my career, one that drew heavily upon all of my skills and accumulated knowledge, especially my analytical and project management abilities. Looking forward, I am excited about once again applying my experience and management expertise to creative problem-solving and marketing analysis planning for a wide array of businesses.

I have named my company Fast-forward Marketing & Communications. It reflects my conviction that promotional and communications efforts should always aim to put the organization "into high gear." I believe that the breadth of my experience will enable me to determine appropriate methods for revving up a client'’ marketing efforts, and my extensive contacts with vendors and suppliers nationwide will keep projects efficient and cost-effective.

I plan to call you the week of November 27 to be sure you received this letter and to ask if you have any thoughts about people or companies that I should contact, or specific opportunities I should pursue. I would appreciate your advice and counsel on ways I can get my business up and running and look forward to talking to you. Till then . . .

Best regards and Happy Thanksgiving,

James T. Evergreen

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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.