7 secrets of success from advertising genius Paul Arden

2024 Author: Malcolm Clapton | [email protected]. Last modified: 2023-12-17 03:44

Paul Arden is a legendary advertiser who has worked with many popular companies. Paul is also the author of books on motivation and advertising. How can you reach such heights? Here are seven secrets of success from Paul Arden.

1. You can achieve the unattainable

Remember: you will become whoever you want yourself. It is ambition, not talent, that will give you much greater results. Raise the bar to get started. Find a job with the best company in your field, try to go a couple of steps higher. Make your dreams come true. After all, as one Eurovision winner sang, the impossible is possible. Victoria Beckham wanted to be known as Persil. No better than her peers, not a popular singer. She wanted her name to become a global brand. And she got her way.

2. Don't seek praise. Look for criticism

We hear what we want to hear. And, of course, we enjoy hearing praise rather than criticism. This is our mistake. If your work is not perfect (and it is), better ask: “What is wrong here? What can be improved here? And maybe then you will receive useful tips on how to do better.

3. Blame yourself

If something went wrong, only blame yourself. Even if it's a collaborative project, take full responsibility for your work. There is no need to look for excuses like “The terms of reference are terrible”, “I need a better partner,” “Not enough funds,” and so on. You are responsible for the failure, because you had the opportunity to fix everything.

4. Don't wait for another opportunity. Use the available opportunities

It is very rare for us to have ideal working conditions and ideal assignments. More often than not, you think that the task is mortal boredom, it just needs to be completed and forgotten. But no, in fact, this is the very project that you have been waiting for. The very project that will allow you to show everything that you are capable of.

5. Don't make empty promises

Don't promise others that you will move mountains if you cannot. Based on the first point, you even need to promise yourself, but not to others. You may not be told anything, but you will lose confidence. Admit the problems you face. Look for a way out, suggest solutions to the problem and solve it.

6. The one who does nothing is not mistaken

All of the 200 bulbs that didn’t work had something that I took into account in my next attempt.

Thomas Edison

Virtually all advances and discoveries have been achieved by trial and error. And sometimes mistakes are a success. Don't be afraid to be wrong. The main thing is to correctly draw conclusions from your and others' mistakes.

7. Look for inspiration from unexpected sources

Ask the advertiser about who did the Volkswagen ad in 1989 and they'll be right. Ask who is running the Bolshoi Theater, and he will be stumped. The thing is that advertisers are stewed in their professional environment and draw new ideas from advertising. If you want to be original, look for unexpected sources for inspiration.

Most of this article is excerpts from the book "". In this publication you will find many useful tips and examples from the advertising business. The book is read very easily and quickly, literally in 1-2 hours, but the advice from it will be enough for many months and years of self-development.