In the advertising world, there are three things that determine your value to clients and agencies:
- Who you know (and what they think about you)
- What your portfolio looks like
- The amount of awards you’ve won or shows you’ve been in
I know this because my mentors at the Academy of Art University have told me. It’s not about the degree. It’s not about the grade point average. It is about the work. It’s about the talent. It’s about who you get along with, and how they get along with you.
As a freshman in the Academy of Art Advertising program, the best I can do is to be noticeable and speak up in my classes. Sometimes I take this a little too far, and end up spurring a mutiny with my opinions. But my usual strategy is to be the first person the instructor or other important person knows the name of. And preferably within the first 60 seconds of class-time.
By this I don’t mean they have heard my name, or remember what it sounds like in their short term memories. I mean they know it. Think it when they see my face. And won’t forget it no matter how much time passes.
I usually succeed, and it has reaped excellent rewards. I have active (if not great) relationships with every one of my teachers, even the class I dropped. The directors of the program not only know my name, but stop to say hello to me individually, because they know I’m one of theirs.
But how do you do that? What if, like my friend Max, you’re not shy, you just don’t know what to say.
Here are my initial bits of advice:
- Read a few body language/social skills books. The information is pretty much the same in each one, but it’s presented in different ways and one book may resonate better with you than others. If I could choose just one, I think it would be “How to Talk to Anyone“ by Leil Lowndes.
- Say something the moment you enter a room. And make it something insightful. Perhaps a compliment about what someone is wearing or a comment about the room. If you’re in a tension-filled situation, break through it by being the first one to say what everyone else is thinking. This sets you up as socially proficient and as a dominant personality.
- Speak to the person you want to meet within 3 seconds. This rule is well-known in the pickup community, but it holds so true in every social interaction. Be it someone you want to ask out, or the president of a company you’d like to work for, if you find yourself face-to-face with them, you have 3 seconds to engage them and show them you’re not intimidated. This will signal to them that you consider yourself on equal ground, and they don’t need to put on airs to have a chat with you.
- Have an opinion. As I mentioned before, I think I sometimes take this one too far. I’m well-known for bringing up a gripe in class. Often it makes sense, but even once its been acknowledged, I don’t shut up about it. The point, though, is to have an opinion and be vocal about it. Time and time again, I have learned that people, especially people in power, would rather have someone disagree with them than have no opinion at all. Especially in a creative field, if you aren’t expressing your point of view, you aren’t giving value to the relationship/group/agency.
Using these tips, I have been able to zip through bland timidness and create my own pathway and track to a career at a creative agency.
Last Friday, December 4th, my partner Max and I became the first freshman in the history of the school to get into the winter advertising show at The Barrel House. Chosen by a panel of advertising professionals, we represented not one, but two of only a select few campaigns which were chosen to compete for best print campaign. We didn’t win anything, but it was clear to us that simply getting into the show as a freshman was a big deal.
When I was there, I made sure to keep my body language inviting and open, my demeanor friendly and playful, and always looked for someone new to introduce myself to.
I’m not saying I have all the answers, or a secret recipe for success. This is just a try at communicating the various rules I follow to meet and connect with important people. I’ve learned them by traveling the world, being perpetually interested, and reading as much as I can.
After all of the books and articles, tips and quotes I’ve heard from people I respect. One sticks out above all others. I don’t remember where it comes from, or who said it first. But I’ve tried to live by it for as long as I’ve had it in my mind.
The quote is:
“Breathe before you speak.”
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{ 1 comment… read it below or add one }
Maybe i’m just a fast reader but that only took me two minutes to read.
Nice post, i find everything you said very true.