My first job in advertising paid me $21,000 a year. I wasn’t sure how I was going to eat. But I was thrilled to be a professional copywriter. I was rolling in that thin dough for three months before I surged to $22,000. I was making it drizzle. Six months later I got another bump to $24,000. I bought a used Toyota 4-Runner with 175,000 miles on it. Then, 18 months after I started my first job, my salary climbed to $30,000. Ever since then I have felt rich. Seriously.
However, none of those salary adjustments made me any more valuable to my employer. They spent more money on me because I was good at my job. And because they underpaid for my value from the start.
The Best Investment
But as I look back at my career, there was one investment that an employer made in me that truly made me a more valuable asset to them. In April of 2000 Cramer Krasselt sent me to a seminar in Chicago on presenting creative. It was led by Toni Louw. It cost $240. And it made the agency more money than the salary they paid me.
At this one day seminar I learned how to see creative work from the client’s perspective. I learned about persuasion, about pre-selling and demonstration. I learned about storytelling, about building a case and developing logical conclusions I learned about showmanship and being a good host to clients. I learned about how to turn a passive audience into an actively engaged audience. I was hooked. (I also learned that I could sew a rip in my pants, in a bathroom stall, in less than 5 minutes with the sewing kit I kept in my work bag.)
The timing could not have been better. I had three years of experience. Which was enough time to know a few things and enough experience to recognize what I had previously been doing wrong. Yet I still had the majority of my career to get it right. I soaked up the ideas and techniques like a Shop-Vac. Presenting was already one of my favorite parts of the job. But now I had a great base of theory and technique to build on.
When I got home I typed up everything I had learned, and added 2 scoops of my own personal style. Suddenly I had a game plan and a process for evaluating client-worthy creative ideas. I now knew how to present them in an effective and entertaining way. Altough the entertainment may be more Branson than Broadway.
Within two months I had the perfect opportunity to put my new skills to use. The Ski-Doo snowmobile account went up for review. Because of my passion for snowmobiling and enthusiasm for the opportunity, I was allowed to lead the creative charge for the pitch, despite the fact that I was only 26 years old.
I poured myself into the Ski-Doo pitch. Through a combination of my personal drive, my new learnings from the seminar and great teammates, we put on quite a show. Not only did we win the account, we proceeded to pitch and win the other Bombardier Recreational Products (BRP) brands too. Those included Sea Doo, Evinrude and Johnson outboard motors, CanAm ATVs and the CanAm Spyder.
Pitching and business development became core strengths of mine. And despite my early concerns, I continued to eat regularly.
Today I own my own ad agency called The Weaponry. As I think about investments to be made in my fast growing business I am reflecting on the ROI of that $240 that were invested in me. It grew my skills and abilities. It help win new business and grow the agency substantially. It made the agency money, which made me a much more valuable resource.
It may be more fun to spend money on cappuccino machines, murals and foosball tables. But if you want to invest your money and enjoy a huge return, invest in growing your people (this includes yourself). Make their strengths stronger. Make their breadth broader. Give them the tools to help them realize their potential. Because money spent growing good employees will yield a greater return than any other investment you will ever make.