What Offliners Can Learn From Don Draper
When a friend recommended I start watching "MadMen", the cable show about the advertising agency business in the early 1960’s I thought, “Why not?”…
Turns out, while it’s a very good drama, it also demonstrates client-handling and advertising creative techniques that we could all benefit from.
The lead character played by Jon Hamm, is creative director, Don Draper. I noticed right away he’s different. Different in that he doesn’t always ‘kiss up’ to the clients like most of the other account execs.
And before you say, no he doesn’t kiss up to them, he just goes to bed with some…true, but you know what I mean! I’m talking about being so agreeable that you let the client run the agenda and refrain from telling them the truth.
Draper is principled, at least for the ad business, and stands up to domineering clients pretty well. He loses sometimes, yes, but I’ve yet to see him lose his cool (unintentionally) in front of them.
He shows how to move the consumer from a rational purchase decision to an emotional one by creating a sentimental bond with the product.
In one episode, Draper shows how differentiation is constructed.
He asks a client how their cigarettes are made.They explain the process, and end by saying they ‘toast’ the tobacco.
Draper writes on a chalkboard “it’s toasted” but the cigarette executive says, “everybody’s is toasted.”
Draper says “No’ … “everybody else’s is poison. Yours is toasted.”
In Season Three Draper advises his client about the negative conversations surrounding plans to demolish Penn Station and replace it with Madison Square Garden.
And then Draper tells them, “if you don’t like what’s being said, change the conversation.” That was in 1960, and today, in the age of social media, blogs and 24/7 news cycle you can learn a lot from that statement, and it leads to ‘reputation management’
At least to me I’m finding a lesson in almost every episode. Give it a try!
Here’s a few of my favorite Don Draper quotes, so far:
“Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”
“I hate to break it to you but there is no big lie. There is no system. The universe is indifferent.”
(I love this one)…
"Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and just stick it in a briefcase completely unaware that their success depends on something more than their shoeshine. 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.”
On getting an idea:
"Just think about it deeply, then forget it...then an idea will jump up in your face."
And another classic :
Roy asks Don (after learning Don is in advertising ) how he sleeps at night...
Don replies, "On a bed of money."
_____
Bruce NewMedia
Turns out, while it’s a very good drama, it also demonstrates client-handling and advertising creative techniques that we could all benefit from.
The lead character played by Jon Hamm, is creative director, Don Draper. I noticed right away he’s different. Different in that he doesn’t always ‘kiss up’ to the clients like most of the other account execs.
And before you say, no he doesn’t kiss up to them, he just goes to bed with some…true, but you know what I mean! I’m talking about being so agreeable that you let the client run the agenda and refrain from telling them the truth.
Draper is principled, at least for the ad business, and stands up to domineering clients pretty well. He loses sometimes, yes, but I’ve yet to see him lose his cool (unintentionally) in front of them.
He shows how to move the consumer from a rational purchase decision to an emotional one by creating a sentimental bond with the product.
In one episode, Draper shows how differentiation is constructed.
He asks a client how their cigarettes are made.They explain the process, and end by saying they ‘toast’ the tobacco.
Draper writes on a chalkboard “it’s toasted” but the cigarette executive says, “everybody’s is toasted.”
Draper says “No’ … “everybody else’s is poison. Yours is toasted.”
In Season Three Draper advises his client about the negative conversations surrounding plans to demolish Penn Station and replace it with Madison Square Garden.
And then Draper tells them, “if you don’t like what’s being said, change the conversation.” That was in 1960, and today, in the age of social media, blogs and 24/7 news cycle you can learn a lot from that statement, and it leads to ‘reputation management’
At least to me I’m finding a lesson in almost every episode. Give it a try!
Here’s a few of my favorite Don Draper quotes, so far:
“Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”
“I hate to break it to you but there is no big lie. There is no system. The universe is indifferent.”
(I love this one)…
"Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and just stick it in a briefcase completely unaware that their success depends on something more than their shoeshine. 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.”
On getting an idea:
"Just think about it deeply, then forget it...then an idea will jump up in your face."
And another classic :
Roy asks Don (after learning Don is in advertising ) how he sleeps at night...
Don replies, "On a bed of money."
_____
Bruce NewMedia
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