“Sink or swim” means to fail or to succeed. That’s what it can be like in the advertising industry. Many people feel as though anyone can do it. Anyone can be a copywriter, designer, account executive; but there’s more to it than meets the eye. Strategic planning is probably the second most important position. First, of course, is coming up with a concept, the copywriter’s role. This is an industry full of creativity, full of sexy ideas and brilliant minds. It also comes with an abundance of caffeine, sleepless nights and an injection of pop culture. Most classic references come from history, movies, art or music. That’s why the most sought after media is risk taking and going out of your comfort zone to increase viewership or readership. Advertising is means of communication. By not communicating the message you lose your audience. Fail. By having the ability to persuade your audience to purchase a product, you succeed. You must have the credibility to give people the reason why they should buy what you’re selling. In order to be an efficacious ad rep one must be savvy with the 21st century and the idioms that coincide with it. Now I’m not on the creative side developing content, but I work with a lot of them. Being in sales is an entirely different story. You’re representing a multitude of clients, and have to know their companies inside and out in order to better suit their needs. Listening to their needs is the number one piece of advice I would give anyone who wants a career in advertising. Terry O’Reilly, an advertising guru, host of CBC Radio’s “Under the Influence,” has a powerful presentation on “Why Customers Have To Feel, Not Just Understand.\" Most people make purchasing decisions based on emotions rather than statistical information (charts, graphs, numbers). This is a very important rule when it comes to advertising: You must associate passion and emotion with a product or idea. This will help you succeed, or swim. By throwing numbers at prospects you’re not associating the emotional purchasing decision, you’re sinking. So “sink or swim,” eh? That’s where the real principle comes in. If you’re not willing to do whatever it takes, Darwin style, then get out of the kitchen. Know your competition, know your industry, and know what you want out of this industry, because guaranteed, there will be a younger version of you eager to work harder for less.
Sona brings 10 years of sales experience prior to starting with Venture Publishing. Her work in retail, commercial design and interior design have allowed her expand her knowledge in understanding the business of communication. Sona brings a splash of creativity, youthfulness, and knowledge to anything she does. As Account Executive, she brings relationship building to a new level through thorough, thoughtful research and a little bit of imagination. Her professional demeanour and positive attitude help her achieve any goal she puts her mind to. Prior to Venture, Sona was an integral part of the Edmonton Journal Sales team which gave her the solid foundation that she now builds upon here at Venture. Sona also shines in the community has an active role as a board director of the Advertising Club of Edmonton for the past 1.5 years. As a blogger she brings four of her passions together: fashion, art, music and media. This creative outlet allows for her to express what interests shape her world. Rarely you'll see her in flat shoes.