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Learning the art of advertising is like learning to hit a baseball. You either have the ability or you don't. It may take years to perfect your technique but the ability is there from the start.

In baseball you need the motor skills to be able to hit a moving object. In advertising you need one thing: creativity. As with both, it will take time to hit full stride. There will be many strikeouts along the way but your underlying ability will press you to continue on until you succeed. Once you gain that first success everything will start falling into place.

Advertising throws many curveballs that you never see coming. It may be that you created the perfect message but missed your target audience. Or maybe you hit the right audience with the wrong message. When we look at advertising we see that it succeeds about fifty percent of the time. This is a good average if you are playing for the Yankees but not something a business is overjoyed about. Nevertheless you must step back in the box and swing away. Of course if you are more conservative you may elect to make contact first. When learning the art of advertising it is important to come up with different strategies. Having a high-risk home run strategy and a low-risk base hit strategy are important. I find that clients want a high-risk strategy until the ball is pitched. Then they feel safer by scaling back and try to hit a single. It takes, however, many singles to score a run.

Advertising will come easier to those who are creative. It's a form of art that is well choreographed. It's creating a message that will spark the interest of the audience. It is hard to learn these skills overnight. Just because you have a drivers license doesn't mean you could race in NASCAR. To be effective you will have to go through trial and errors. Learn from your mistakes, there will be plenty, and then build from the experience. Over time you will find that ideas come easier, choosing the right medium becomes clearer and getting results more rewarding.

Advertising is a quest for perfection. Along the way you will learn that most advertising campaigns are difficult to execute. It is through this learning process that one day you will step into the box and hit that homerun.

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