Jun
17
The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising & Marketing Professional Should Know
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The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising & Marketing Professional Should Know
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Product Description
If you work with clients in any industry, The Art of Client Service is for you. If you work in an advertising or marketing agency, then this book is indispensable.
Distilling decades of experience, advertising executive Robert Solomon has compiled the definitive resource for advertising and marketing account executives: a fast-reading, pocket-size, actionable checklist of 58 essential ideas to help client service professionals improve their account management strategy and skills.
Now fully updated and revised, The Art of Client Service is geared to the entire account team -- copy writers, art directors, and planners, researchers, media executives, support staff -- anyone who works with clients. With brevity, levity, and clarity, Solomon recounts both successes and failures, and uses them to formulate fast-reading, actionable tips, including:
- Know when to look it up; know when to make it up. (#7)
- What happens when I screw up? (#51)
- Respect what it takes to do great creative. (#19)
- In a high-tech world, be low-tech (#46)
- Be brief, be bright, be gone. (#31)
- How to write a letter of proposal (#44)
- The Zen of PowerPoint. (#45)
You'll also find new chapters on technology in advertising, the changing role of client service in an increasingly high-tech era, and an updated bibliography of essential reading.
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Rating
Hello, I’m the author, and I’d like to tell you a little about this substantially new version of The Art of Client Service.
First, it’s a major improvement over the previous book. Among other additions, there’s a smart, new introduction by Carat CEO David Verklin, along with new chapters on “Why Client Service Matters,” “How to Write a Letter of Proposal,” “The Zen of PowerPoint,” and “Does Technology Matter.”
Second, in addition to the book, there is a companion website (key in the book’s title) that’s filled with useful tools for suits and others who care about serving clients well.
Third, there’s an updated bibliography, plus new, very amusing New Yorker cartoons throughout.
Finally, the writing: it’s better, sharper, maybe even a little funnier.
Of the three books I’ve written on client service, this by far is the most helpful.
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It almost doesn’t matter what you do, chances are “service” — from understanding, waiting on, performing for, pleasing to just plain getting along with others — plays a part in your working life. That’s why this book is relevant. It disguises itself as a book about best practices in a specific business (advertising) but it’s really about best practices for succeeding at being professional in all kinds of businesses.
It’s smart, funny, a very engaging read. And swift — you could sit down and read the thing in a single session. (The size of the book is great, too. Unusual. Charming). But there’s nothing “slight” about it. It’s really useful. And it’s particularly useful for people beyond the usual target of a (ostensibly) “business” book.
This author gives you what you need to know to get ahead, stay ahead or get back in the game — whether you’re working at Saks, on a motion graphics team at Pixar, or are a freelance creative like me — who now needs to know how to do what people like the author used to do for me when I was inside an agency.
We’re all in “service” to a better idea. This book gives you lots of ideas to help you do what you do better.
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I bought a number of copies of the first edition of this book and gave them away to co-workers in the account services business. I looked everywhere for more copies and welcomed the new edition. Well done, Robert! This book is a must for ad agency service people and anyone else who deals with clients.
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I found this book to be very, very useful (and funny)! A quick and valuable read.
It provides a philosophy of client service, and real-life examples, both of which are necessary and useful. (The real-life examples especially help the principles in the book come to life.) I have never found another book on how to service an advertising client — this fills a big void. And because of its price, it is an excellent value.
Great book, highly recommend it. I had my copy “borrowed” by several people already!
(I also thought this book applies to client service in many other industries, not just advertising …)
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Of all the book on advertising I’ve read, this is by far my top pick. It’s an easy read and extremely insightful. I started my career as an advertising recruiter and this book helped inspire me to make my move into an agency. The chapters are very well laid out, interspersed with humorous anecdotes and personal examples.
I would recommend this book to anyone remotely connected to the advertising industry and even those who are not, as its advice transcends the advertising world. For the aspiring advertising professional it will provide a comprehensive introduction to the business side of advertising and I believe even the most seasoned advertising executive would find this a delight to read.
I know I will continue to reference this book throughout the rest of my career. Don’t forget to check out the reading list which includes both classics of advertising literature as well as the latest influential books!
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Hi, my name is Alana Renfro and I am a graphic and web designer for interactive and advertising agencies. The 2003 edition of The Art of Client Service was the first one that I read when I first joined the agency world… and I loved it! Many of the ideas are common sense, but it is written in an engaging, informative and most importantly- memorable- style.
Coming from the Creative side, it is helpful to understand the Accounts point-of-view, best practices and useful to implement them into your own daily practices. Many of the suggestions and rules laid out in this book are easily implemented into your life, especially if you are a one-stop shop or solopreneur!
The 2008 edition I now own and it is even better! There are new chapters, an updated bibliography for you fellow avid readers, and even more practical service examples. I highly recommend this book- get the 2008 edition, study it, implement it and become known for your phenomenal understanding of clients, creatives and accounts… and laugh a little bit, too.
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Following Robert Solomon’s 54 rules will turn your staff members into better account executives. Perhaps think of this list as making up a course on how to teach people to become better service representatives and build effective client relationships. Although some of the rules may seem arbitrary and redundant, others have plenty of merit. The rules suggest that account reps improve by becoming better informed about clients’ sales, communications and customer goals; learning how to recommend the best media to accomplish clients’ strategies; doing homework to gain insight into clients’ industries and discovering new ways for clients to build their businesses. The rules go on to advise on precise skills, such as outlining successful client creative briefs. This short book suffers from its forced structure, but getAbstract says those who want to build their account rep skills will find it a handy checklist for helping clients in marketing, public relations, sales promotion, special events or advertising.
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I’ve been in client service for four years. I found the content of Solomon’s book very succinct, thoughtful, and universally applicable. I can see myself re-reading this book every year or so just as a reminder of the things that should be done to keep my clients happy. Definitely a must-read for all professionals that have clients to service (not just marketing/advertising professionals).
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I had purchased this book with the hope the book was going to cover “client service” as a topic relative to any business… however, it relates to client service specific to the world of advertising agencies and the create people who desgin ads.
The book explores service principles for the advertising industry in 1-2 pages. Some of these points are great, others less so.
If you’re not in advertising…. this is not for you.
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The Art Of Client Service is simply as relevant as advertising read as you can get. I highly recommend this book to everyone working in client services. Truly worth reading.