Yesterday we received an email from a person pursuing a career in marketing and advertising. He asked for some advice on how to prepare himself for the real world of advertising.

Here is a list of recommendations for anyone who wants to excel in this industry:

1. Read as much as you can: Industry trades, books, blogs, email, research reports, etc. Become knowledgeable about what’s happening in the industry and where it is headed.
2. Don’t drink the kool-aid. There is a lot of hype and B.S. in this industry. Question everything you hear and read. Demand proof for every claim made.
3. Watch your friends and family. How do they interact with media? Do they pay attention to advertising? What do they pay attention to? What brands do they talk about and why? Watch how they shop and try to understand what influences their purchase decisions.
4. Keep a journal of your own thoughts. This will help you mentally sort out what’s meaningful and what isn’t.
5. Develop an expertise in something specific – Advertising and marketing communications is a broad field. Find an aspect you’re interested in and become an expert in that area.
6. Put what you learn to practice. Donate your time to doing marketing work for a friend’s small business, a favorite local restaurant, your church, etc. Make sure you measure everything you do so you can learn first hand what actually works and what doesn’t. This is also good practice for managing a lean marcom budget.
7. Raise the bar – Compare everything you do with the best in the industry, not just those around you. For example, if you want to be an Art Director, try to do work as good as or better than the best graphic designers in the world.