Don Draper and the supporting cast of characters on the acclaimed TV series “Mad Men” make 1960s advertising look so glamorous. Between three-martini client lunches and “brainstorming” sessions over three-course steak dinners, you have to wonder how the agency managed to get any creative work done.

Despite its shortcomings (like questionable morals) the fictional Sterling-Cooper Agency does have some wisdom that still resonates with marketers today.

“A slogan’s nothing when you have a good idea.” — Peggy Olson

When it comes to marketing, whether you’re creating an ad, a brochure, a website or a Facebook page, you have to start with “the big idea.” What’s the main message? What are we trying to achieve? Once you find the truly great idea, packaging it in the form of headlines, slogans and ads is (relatively) simple.

“You’re not good at relationships because you don’t value them.” — Roger Sterling

To be successful, marketing these days must be far more than simply putting messages out there and hoping your audience will take action. Audiences are ultimately people, and companies who take the time to develop genuine relationships with their customers will be rewarded with loyalty.

“Fear stimulates my imagination.” — Don Draper

We can all agree that these have been tough economic times. Cutting back on marketing efforts or playing it safe are appealing options when you’re faced with budget cuts and a smaller workforce. We say, when the going gets tough, the tough should get creative. Use a drop in sales as an opportunity to launch a new incentive program. Deliver the message to your audience in a new way. Use a different vehicle. Think outside the box. Fear comes in many forms, but instead of giving in, use it to motivate and inspire new ways of thinking.

Take a look at this sales training program we developed to stimulate lagging sales. Not only did we help energize an entire sales force, we helped them double sales within a year of launch.

What stimulates your imagination?

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