According to Matt Weiner, Mad Men’s showrunner, season 4 of Mad Men will focus more on Don’s work building the newly formed Sterling Cooper Draper Pryce. And breaking out of old molds to do it. Freelancers can relate. So here follows a few lessons freelancers could learn from Don and company in episode 1, “Public Relations.”
“Did you tell him about the second floor?”
“I won’t be part of that charade.”
Pete’s been telling clients they occupy two floors in the firm’s new building. Only problem is, they don’t. They don’t even have the resources to compete with mid-sized agencies. And crazy Bert Cooper doesn’t want any part of it.
LESSON: Don’t make your business sound bigger than it is. You’ll give clients unrealistic expectations. Focus on the value you can bring as an individual freelancer or small but nimble boutique.
“Do you want women who buy bikinis to buy your two-piece? Or do you just want to make sure that women who want a two-piece don’t buy a bikini?”
Here, Don’s trying hard to clarify what his client, a swimsuit manufacturer, wants. They don’t seem to know themselves. Except that bikinis are somehow dirty.
LESSON: Before you market, know thy customer. And know what end result the client expects.
“I believe you were being modest…I’m sorry, but after the year you’ve had, it just isn’t appropriate anymore.”
After an Ad Age profile paints Don as a cipher, Roger Sterling suggests he start taking more credit for his work.
LESSON: Trumpet your successes (after you’ve explained what you can do for the client, of course). Testimonials, case studies, positive PR—use it you stud.
“Should we tell Don?”
Peggy has an idea for a disruptive guerilla marketing tactic, but keeps the whole thing hush hush. Which blows up in her face. Needless to say, when Don finds out, he is not pleased. Even his hair looks pissed.
LESSON: Always keep your client apprised of changes to the project. Stick to the brief. Don’t waste time developing a brilliant idea they haven’t signed off on. Especially if it involves two women fistfighting over ham.
“The loss of Jai Alai makes Lucky Strike 71% of our billings—
an untenably insecure position.”
When Pete’s jai alai account (wait…jai alai…really?) feels spurned for not getting name-dropped in Don’s interview, they take their business elsewhere. Bert points out that leaves Lucky Strike as the one and only whale.
LESSON: Don’t rely on one client for the bulk of your work (read: paycheck). I permalanced with one company for more than a year—no freelancing on the side. And when they were sold one stupid Tuesday morning, my income evaporated. Diversify.
“Turning creative success into business is your work.”
Don couldn’t give a damn about the lousy Ad Age interview, but Sterling, Cooper and Pryce think he’s been a short-sighted tool. The baby agency needs good press.
LESSON: We love to market other people’s products. But most creatives and freelancers I know (me included) hate to hype their own. If you’ve got an amazing network that keeps you fat and happy, great. If not, you’re going to have to get the word out.
“Your competitors are gonna keep killing you because you’re too scared to show the skin your two-piece was designed to show off.”
Don’s pitch to the swimsuit client tanks, but he defends his position: The competition is speaking the customers’ language. These guys aren’t.
LESSON: It’s not always about what the client thinks is important. It’s about what connects with the customer emotionally and motivates them to buy.
“Stay away from one-legged reporters.”
Thanks Don. Always sound advice.
*All photos by Michael Yarish, courtesy of AMC
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