The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising and Marketing Professional Should Know
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Solomon, president and CEO of the New York office of a marketing firm, recounts both successes and failures from his 20 years of ad agency experience and uses them to formulate 54 tips on getting assignments, creating advertising, making presentations, running meetings, communication, dealing with trouble, business socializing, and personal style. The book is 5.25x7.75". Annotation ©2003 Book News, Inc., Portland, OR
ForewordIntroductionAt the start of an assignment1Define Success42Be Multilingual73Live the Client's Brand94Agree on a Strategy, a Budget, and a Schedule125Always Manage Client Expectations from the Outset176Take the Word Brief Seriously217Know When to Look It Up; Know When to Make It Up268Make the Creative Team Partners in the Brief289In Writing the Brief, Provide the Client's Perspective3010Get the Client's Input and Approval on the Brief3311Ask, "What Do My Colleagues Need to Create Great Advertising?" Then Deliver It36Looking at creative12Always Ask, "Does This Advertising Pass the 'So What' Test?"3913Don't Fall in Love with Good Work4014Don't Fall for Bad Work4315Choice Is Good4516Fight about the Work with Colleagues, Fight for It with Clients4817Do Not Sell5118Bring Your Clients into the Process Early5319Respect What it Takes to Do Great Creative55Making presentations20Client Presentations Are As Important As New Business Presentations6021No Understudies on Presentation Day6322No Scenery Chewers, No Dead Bodies6623Be Prepared to Throw Away the Script6824The More Informal You Want to Be, the More Rehearsed You Need to Be7025Know Your Opening Cold7226Better to Have It and Not Need It, Than Need It and Not Have It7427Support What You Say7628Listening Is More Important Than Talking78Running a meeting29Start on Time, End on Time8130Have an Agenda and Stick to It (Most of the Time)8331Be Brief, Be Bright, Be Gone8532Lead the Meeting, Don't Tyrannize It8633Always Follow Up88Attitude34Judgment Overrides Any Rule9435Credit Is for Creative Directors9636You Cannot Lead an Account from Your Desk9837Avoid the Dark Side10038Great Work Wins Business; a Great Relationship Keeps It10239We Are Smarter Together Than We Are Alone105Communication40Make No Commitment without Consultation10841There Is No No in Your Client Vocabulary11242Before You Tell Clients or Colleagues What You Think, Tell Them What You Know11443Before You Give Clients What They Need, First Give Them What They Want115Trouble44Always Think Endgame11845No Surprises about Money or Time12046Deal with Trouble Head-On12347If Things Go Wrong, Take the Blame125Socializing48Remember the Personal Side of Business Relationships12849Take On the Coloration of Your Clients, But Do Not Compromise Your Character13350No Matter How Social It Becomes, Never Forget That It's Business13551Once a Client, Always a Client13752Make an Investment in Your Personal Style14153Invest Some Time in These Books145One more thing54Remember to Say "Thank You"153Afterword: What Makes a Great Account Person?157Index165
