YOUR SECRET GARDEN
by Joe Bonura , CSP
It Only Takes One
A colleague recently related that his monthly e-mail campaign
was not working, that he was getting no measureable results from
sending his article to over 300 people each month.
I told him that it takes only one response to change your life.
Many years ago when I wanted to get into the advertising business,
I applied for a job at a large New Orleans advertising agency. I
was interviewed by Roy Shwartz who wanted to hire me as a copywriter,
but he was overruled by his creative director. I was devastated
but kept in touch with Roy on a consistent basis.
At that same time, I applied at several other advertising agencies
in New Orleans and received a similar response. Fessel, Siegfriedt,
and Moeller, based in Louisville, Kentucky with a branch in New
Orleans, wrote to me that I lacked the experience required for a
position. They were right.
One year later, when Ed Martin became the New Orleans district
manager of the Hotpoint Division of General Electric, he was looking
to hire an advertising manager, so he called many of the local advertising
agencies for recommendations. When he spoke to Roy Schwartz, Roy
remembered me and recommended that Ed speak with me.
Ed interviewed me and gave me the job as the advertising manager
of his district. The seed that I had planted with Roy was not wasted.
We never know which seed we plant will yield the biggest dividend.
That one seed changed my life forever and enabled me to continue
to pursue my career in the world of advertising.
Moved To Louisville
I worked for General Electric in New Orleans for five years. When
Ed Martin became national advertising manager for General Electric
in Louisville, he promoted me to a national advertising specialist,
and I worked in that position for two years.
In The Incubator
I had a goal to open my own advertising agency by the time I was
30 years old. It was a goal that I had set when I was 20 years old.
By the time I was 27 I then had experience as a media representative,
a district advertising manager for a major company, and a national
advertising specialist. The only piece to the puzzle that was missing
was advertising agency experience. Another seed that I had planted
started to bloom: Fessel, Siegfreidt, and Moeller (FS&M) was
located in Louisville, so I applied with them. In my resume, I reminded
them that I applied for a job with their agency seven years ago
and was passed over because I had no experience. I listed and explained
my experience in those seven years.
FS&M hired me as an account executive, and after working for
them for three years, I fulfilled my goal and opened Bon Advertising
Agency. By the time I retired from the advertising business in 1989,
Bon Advertising had become the second largest advertising agency
in Louisville, Kentucky.
I still marvel at how the seeds that I planted as a young man
turned into my garden of life. Initially, those seeds looked like
wasted effort, but through time and patience, they became my career.
Your Harvest Will Come
Keep planting. You don't know when your time of harvest will come,
but if your efforts are consistent, you water and feed your garden,
your harvest will surely blossom.
© 2015 Joe Bonura & Associates, Inc.