I ran across an infographic in Inc. that captured my attention—16 Brilliant Marketing Quotes from Don Draper. As a fan of the show, how could I not read the quotes? As I read them, I couldn’t help wonder if the lines from the show were also written for lawyers. Some seem to be. Others, not so much.
“The day you sign a client is the day you start losing one.”
You certainly need this mindset if you are going to create a long-term client relationship. If nothing else, fear of losing a client should cause you to be certain your service quality and work quality are the very best you can offer. Fear of loss can be a powerful motivator.
Our worst fears lie in anticipation.
The antidote to anticipation is execution.
Even though success is a reality, its effects are temporary.
And this is as it should be. As a service provider, the focus has to be on tomorrow. We have a sign posted in our office that says “If we haven’t exceeded our client’s wildest dreams today, someone else will tomorrow.” Businesses look forward. We need to as well.
If you don’t like what’s being said, change the conversation.
In some respects, this is the essence of the New Normal. The conversation created by OldLaw is now supplemented by the New Normal, referred to by Mike Ayotte as “BetterLaw” and “NewLaw”.
Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It is freedom from fear. It’s a billboard on the side of the road that screams reassurance that what you are doing is okay. You are okay.
Happiness. Freedom from fear. Reassurance. These words scream client service. They are not the only words that do so, but they are on the right track.
It’s your life. You don’t know how long it’s gonna last, but you know it doesn’t end well. You’ve gotta move forward as soon as you can figure out what that means.”
In his famous address to a Stanford graduating class, Steve Jobs said much the same thing. “Your time is limited, so don’t waste it living some else’s life. Don’t be trapped by dogma—which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
I hate to break it to you, but there is no big lie, there is no system, the universe is indifferent.
If you meet a client’s real need, you can succeed.
We’re gonna sit at our desks typing while the walls fall down around us. Because we’re the least important, most important thing there is.
People want to be told what to do so badly that they’ll listen to anyone.
You are the product. You feeling something. That’s what sells. Not them. Not sex. They can’t do what we do, and they hate us for it.
What you call love was invented by guys like me… to sell nylons.
It wasn’t a lie, it was ineptitude with insufficient cover.
Everybody else’s tobacco is poisonous. Lucky Strikes’… is toasted.
These six really add nothing to the New Normal, BetterLaw dialog. They reflect enormous cynicism, and that is an anathema to the New Normal.
But what is happiness, it’s a moment before you need more happiness.
The same is true for providing client satisfaction. You cannot be static in a changing world.
Change is neither good or bad, it simply is.
Amen, Don. People who resist will lose out, some sooner, some later, but those who resist will lose. This is a truth proven through the history of human-kind. Those who embrace change can ride the wave.
Nostalgia: it’s delicate, but potent…. In Greek, nostaligia literally means the pain from an old wound. It’s a twinge in your heart far more powerful than memory alone.
This factor explains why change is hard, why it takes not just great effort, but great effort over an extended period of time. It is the difference between running a mile and running a marathon.