\u201cSink or swim\u201d means to fail or to succeed. That\u2019s what it can be like in the advertising industry. Many people feel as though anyone can do it. Anyone can be a copywriter, designer, account executive; but there\u2019s more to it than meets the eye. Strategic planning is probably the second most important position. First, of course, is coming up with a concept, the copywriter\u2019s role.<\/p>\n
This is an industry full of creativity, full of sexy ideas and brilliant minds. It also comes with an abundance of caffeine, sleepless nights and an injection of pop culture. Most classic references come from history, movies, art or music. That\u2019s why the most sought after media is risk taking and going out of your comfort zone to increase viewership or readership. Advertising is means of communication. By not communicating the message you lose your audience. Fail. By having the ability to persuade your audience to purchase a product, you succeed. You must have the credibility to give people the reason why they should buy what you\u2019re selling.<\/p>\n
In order to be an efficacious ad rep one must be savvy with the 21st century and the idioms that coincide with it. Now I\u2019m not on the creative side developing content, but I work with a lot of them. Being in sales is an entirely different story. You\u2019re representing a multitude of clients, and have to know their companies inside and out in order to better suit their needs. Listening to their needs is the number one piece of advice I would give anyone who wants a career in advertising.<\/p>\n
Terry O\u2019Reilly, an advertising guru, host of CBC Radio\u2019s \u201cUnder the Influence,\u201d has a powerful presentation on \u201cWhy Customers Have To Feel, Not Just Understand.” Most people make purchasing decisions based on emotions rather than statistical information (charts, graphs, numbers). This is a very important rule when it comes to advertising: You must associate passion and emotion with a product or idea. This will help you succeed, or swim. By throwing numbers at prospects you\u2019re not associating the emotional purchasing decision, you\u2019re sinking.<\/p>\n
So \u201csink or swim,\u201d eh? That\u2019s where the real principle comes in. If you\u2019re not willing to do whatever it takes, Darwin style, then get out of the kitchen. Know your competition, know your industry, and know what you want out of this industry, because guaranteed, there will be a younger version of you eager to work harder for less.<\/p>\n","protected":false},"excerpt":{"rendered":"
\u201cSink or swim\u201d means to fail or to succeed. That\u2019s what it can be like in the advertising industry. Many people feel as though anyone can do it. Anyone can be a copywriter, designer, account executive; but there\u2019s more to it than meets the eye. Strategic planning is probably the second most important position. First,…<\/p>\n","protected":false},"author":314,"featured_media":11889,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2186"],"yoast_head":"\n