Reply To A Young Art Director
Jesse,
Thanks for the intelligent, inquisitive note and the charming pdf.
You have definitely appreciated us for what we try to be, and I thank you for that.
Re: the media predictions, I could go on and on but it doesn’t really matter. We need to be ready to create in more media, to invent media, to reinvent media… we definitely need to be generalists.
Re: hard sell vs. soft sell, I’m in an interesting position in that I started out in direct marketing, which is measured on nothing so much as it’s ability to close the sale. My argument for buzz, viral, bonding, social, brand building or whatever you want to call the “soft sell” or indirect route always comes down to “it makes the selling easier and more efficient” so you end up with more revenue — AND I CAN PROVE IT.
And I can.
Anyone who works here will work on everything from direct selling communications to the intriguingly tangential. We need flexible minds and talents.
My advice to you is “make sure Eric Schutte sees your book right away.” You can take it from there with him.
Beyond that I would just observe that I think you’re on the right track. Five years from now, if you have out-practiced everyone else in your cohort of creatives, you will be one of the best. It’s really that simple and that difficult. You need to be doing your craft and solving the problems — in short, practicing — as many hours a day as you can, as many days a week as you can. You need to do what it takes to surround yourself with the best possible influences. It is a rare talent that isn’t influenced by context. A smaller place with great people is probably your best bet to make sure you’re overworked and inspired.
But, if all else fails remember this. The one who practices the hardest and the longest wins. Turn everything into practice. As an “executive” I write hundreds of emails a day. I try to write them as if I’m writing copy. Every sentence could be a headline. I’m not saying I succeed, only that I’m practicing.
And, no matter what, keep in touch.
I have no doubt you’ll go far.
Mark
ps: Taking the time to understand and appreciate who you’re writing to is the best email strategy there is. Good work!