Second Wind Updates Popular Books LifeBlood and The Account Service Bible

WYOMISSING, Pa., Dec. 13, 2013 /PRNewswire-iReach/ -- Industry expert Tony Mikes of Second Wind has updated his two popular books, LifeBlood and The Account Service Bible, for release as brand new soft cover editions.

LifeBlood: A 365-Days-a-Year New Business Plan for Smaller Agencies, is Mikes' master plan for how smaller agencies can more effectively pursue new business, and contains 348 pages of wisdom and best practices for choosing, attracting and winning new accounts. The Account Service Bible: A Complete Guide to Advertising Agency Account Service, is a 284-page guide to help account executives and small agency owners improve and enhance client relationships, the core of the agency business. Books are $59.95 each or $39.95 for Second Wind members; readers who purchase both books save 20 percent.

"We reviewed and substantially revised the books, since so much has changed in the advertising and marketing industry since the previous editions," said Mikes. "In just ten years, smaller agencies have gone from early Internet and email marketing, to now mastering social media, mobile and content marketing. Technology has changed everything about our business, from how we interact with clients—even virtually eliminating the need for proximity between clients and agencies—to how we promote and market our agencies to attract new business. These two books encompass those changes and update the best practices agencies must adopt to position for a strong and prosperous future."

LifeBlood, first published in 1991, provides smaller advertising agencies with a proven process for finding new business opportunities and acquiring new accounts. The 2013 edition includes the new business pipeline content marketing and agency core competencies. LifeBlood also shares detailed information about building a new business team, agency self-promotion, getting a first meeting, and pitching to win. "A steady flow of new business is essential to agency survival; LifeBlood helps pump qualified new accounts through the pipeline and into agencies' waiting embrace," said Mikes.

Smaller agency account service people are the most under-trained people in the agency business. Often they are salespeople with little experience in developing strong client relationships. Mikes wrote The Account Service Bible, first published in 2002, as a resource for account executives, aspiring account coordinators, and agency owners whose backgrounds are in other aspects of the agency business. "Today's account executive must be a team player, confidant, salesperson, strategist, content generator, account planner and so much more," said Mikes. "The Account Service Bible offers best practices to shift agency account service from mere sales and service to higher-level strategic partnership."

Second Wind's chief guru and managing director Tony Mikes is a former advertising executive who spent twenty-five years managing and owning advertising agencies and graphic design studios. He conducts agency management workshops, serves as a management consultant to individual agencies and has addressed many advertising associations and trade organizations. He is also an author and contributing writer to numerous industry trade publications.

Founded in 1988, Second Wind is a thought leader and innovator to the advertising and marketing community, dedicated to helping members and users "BE better." Second Wind serves advertising, graphic design, public relations, interactive and marketing firms across the US, Canada and internationally. Second Wind is celebrating its 25th year of service.

For the latest information on Second Wind membership, or to learn more about the Second Wind publications and seminars, visit, email or call 610-374-9093.

Contact: Laurie Mikes: 610-374-9093 or

Media Contact: Laurie Mikes, Second Wind, 610-374-9093,

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SOURCE Second Wind



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