Note: Below is review of a very fine new book by Miami’s Paula Black we did in August 2009. This holiday season “Black’s book” would make an enduring and appreciated gift to savvy clients, to their fancy corporate lawyers, to many other services professionals–and even to certain family dogs. It’s quite a book, folks.
Most books on marketing professional services or client service–at WAC? we are asked to review quite a few of them and we usually get around to it–hit us the same way:
You just died and went to Hallmark.
For an instant, it’s an immediate signal-sanction from the Cosmos of what kind of life you have led here on Earth–in case you did not understand before. It’s physical.
You sag, visibly, like an animal taking a bullet. Your punishment. It came early.
And then you read on. These books tend to end the same way: “nurturing the relationship”–like that notion was revolutionary.
All of the books, to be fair, make sense. And they are all written by nice people. Especially the “marketing” books.
But rarely are any of them crafted to make things “stick.” Or even make “sticking” a priority.
Then you wake up–and realize you have to write something nice. You put it off for a few more months, and go back to billing hours. There is simply nothing remarkable about that new nice book.
Well, not so for Paula Black‘s The Little Black Book: A Lawyer’s Guide to Creating a Marketing Habit in 21 Days.