|
|
|
A Letter From Jonathan Rich, President of The Galen Group: "I take it you've thinking about marketing. That's no surprise. After all, competition is fierce. Some of the more prominent and ambitious firms in your own line are hiring and using marketing organizations and consultants to the hilt. And they're getting results. That's common knowledge. "Still, I find that a lot of the professional people I talk to have the wrong ideas about just how marketing gets those results. True: our goal is to get firms like yours more clients, more recognition, and more income. (A great deal more, quite frankly.) But not through expensive and witless TV advertising or high-pressure commercialism. "Look at the facts. There are thousands of people and companies out there who need your services. Some come to you. But many don't. Many go elsewhere. Why? It isn't a matter of luck. There are reasons for it. Simple and obvious ones. People who go to other firms often don't know who you are. Or where you are. They don't know what you offer. They don't know what makes you different from other choices. They don't know what makes you better. And you often simply don't have the time or the expertise to reach out to them convincingly. To show them why your firm is their best bet. "Well, we reach out to them. We show them. That's our job. "We study your clients and your potential clients in depth. We find the people and groups that use (and should be using) the services of firms like yours. "We study how you're marketing yourself now. (And a firm that presents itself to the public in any way, markets itself in some way. The only question is how well.) "We see what your firm is doing to get business, and to keep it. We learn which types of clients produce the most revenues, and bring in the most business. Or, if you prefer, which provide the steadiest and most secure business. Or which give you the opportunity to do work that you consider the most personally interesting and rewarding. "We help you define your goals and your identity. We enhance your strengths. We work with you to save your time, and streamline and ease your work. "And then? We get the attention -- and the business -- of your future clients. By using state-of-the-art techniques to stimulate referrals. Or by time-tested ways, such as direct mail letters. Or brochures. Or through press releases, print, seminars, newsletters, radio, television, even the internet. Whatever medium you feel is most appropriate. Till people know that they don't just need the services of people 'like' you: they need you. Specifically. "It isn't a question of presenting you to your public like a pre-packaged commodity. Quite the opposite. Our means may be state of the art, but our ends are traditional: the compelling presentation of the substance and worth of your services, and your business, and you. What you do has value. What we do is make the world know it. "Do we get results? Yes. Our track record tells the story. We've never failed to raise the client count of firms using our marketing program. We've raised some clients' incomes by literally hundreds of thousands of dollars in a matter of months. "Are we expensive? We're not cheap. Quality work never is. "Are we affordable? Of course. We wouldn't be in business otherwise. (We even offer our services in part -- writing services, survey mailings, staff training, consultation, and so on. And for quite reasonable and negotiable fees. You'd be surprised.) "It's simple: we give you a guarantee: if you use our full services, and your client count doesn't rise, you won't have to pay us a cent. Period. We guarantee it. In writing. "You know, a lot of people these days talk about corporate 'vision', about 'philosophy'. Well, at the Galen Group, our philosophy is a simple one. We believe in the value of knowledge, and the worth of good common sense. It's simple common sense to find out what your clients think about your service. To find out what they want. To find out what they'd like to see you provide, or improve on, or correct. It's simple common sense to let people who might need your services know that you're there. That you've done the job before. And that you're good. It's simple common sense to use experienced professionals. Like us. Rather than to use up your time and your money and risk an expensive mistake by doing it yourself, or by going to large faceless marketing groups than simply don't specialize in the problems you face. Like we do. "Knowledge and common sense: I don't know that I'd call that a 'philosophy'. But I do know that it works. That's why our web page isn't the usual circus of twitching graphics and multimedia bells and whistles, but plain language trying to make a simple point: you can do better: and we can help. Businesses are like people: they have an obligation -- a moral obligation -- to improve themselves. To make themselves better than they are. Because that can make the people who make up those businesses, and their families, and the people they serve, better off too. It's something worth doing. And we can help you do it. "So don't just hope things will improve, or upgrade your software. Upgrade your whole business. Call us. We can help make your revenues go up, and a lot of the stress it involves go down. And if you'd like to find out how -- at no charge, with no pressure -- well, just pick up the phone right now, or make a note. And you'll talk to me. Personally. "There really are very few people around who are as aware as we are about the problems you face -- and about the solutions. Call us. Let us help you. It's our job. After all, you don't have anything to lose by making a simple phone call. And you may have quite a lot to gain. "Thanks for listening. And best of luck." Sincerely,
|
