7 secrets of success of an advertising genius Paul Arden

Paul Arden - the legendary ad man who has worked with many popular companies. Paul is also the author of books on motivation and advertising. How can reach such heights? Presenting your attention the seven secrets of success from Paul Arden.

Paul Arden

The genius of the advertising business. He has worked with companies such as Toyota, British Airways, Nivea, Trust House Forte, Alexon Group, Fuji. Numerous legendary advertising campaigns and slogans came to light thanks to Paul Arden. He is also the author of several books on advertising and motivation, among which "The important thing is not who you are, then what you want to be."

1. You can achieve the unachievable

Remember, you will be what you want for yourself. That ambition, not talent will give you much better results. To start raising the bar. Find a job in the best company in your area, try to step a couple of steps above. Realize their dreams in life. After all, as he sang one winner of "Eurovision", the impossible is possible. Victoria Beckham wanted to be known as Persil. No better than their peers, not popular singer. She wanted her name became a global brand. And it has achieved its goal.

2. Do not look for praise. Look for criticism

We hear what we want to hear. And, of course, we hear praise nicer than criticism. This is our fault. If your work is not perfect (and it is), it is better to ask: "What is wrong here? What can be improved? ". And maybe then you'll get tips on how to do better.

3. blame yourself

If something goes wrong, blame only himself. Even if it is a joint project, carry full responsibility for their work. No need to look for excuses like "Terms of Reference awful," "I need a better partner," "not enough money" and so on. The responsibility for the failure are carrying you, because you had a chance to fix it.

4. Do not wait for another opportunity. Use the available options

Very rarely drop us ideal conditions of work and the ideal job. More often than not you think that a job - it is boredom death, it should just finish and forget. But no, in fact it is the same project that you have been waiting for. The one project that will allow you to show everything that you are capable.

5. Do not give empty promises

It is not necessary to promise to others that you will roll the mountain, if you can not do it. On the basis of the first paragraph, currently even have to promise, but to others it is not necessary. You can not say anything, but you will lose the trust. Confess to the problems that you face. Look out, offer solutions to the problem and solve it.

6. He is lifeless who is faultless

All 200 light bulbs that did not work, there was something that I took into account in the next attempt.

Thomas Edison

Almost all the successes and discoveries have been made by trial and error. Sometimes errors are successfully. Do not be afraid to make mistakes. Most importantly, the right to draw conclusions from their own and other people's errors.

7. Look for inspiration from unexpected sources

Ask the advertiser about who did Volkswagen advertising in 1989, and he will answer correctly. Ask who manages the Bolshoi Theater, and he will be a dead end. The thing is that advertisers are cooked in their professional environment and of advertising as draw new ideas. If you want to be original, look for inspiration from unexpected sources.

Most of this article - excerpts from the book "It does not matter who you are, and then what you want to be». In this edition you will find many useful tips and examples in the advertising business. The book reads very easily and quickly, just 1-2 hours, but the tips of it will last for many months and years of self.

Buy at amazon