Dear Uncle Carl,

I’m an aspiring creative having trouble making it into the industry. Do you have any advice for me?

Don’t worry you will not be alone there will be hundreds of ‘aspiring creatives having trouble’. Be prepared to work hard. Be prepared to do things differently. Consider targeting specifically the agencies you really, really want to work with.

I say this because the only thing a potential employer cannot teach you is enthusiasm (and talent) so demonstrate that you have both. Who do you want to work for? Find out who their clients are and have a go at doing a creative response that is relevant, then you have a reason for them to see you.

Imagine contacting the MD/CD of your target agency and saying ‘I have three original responses to your top three clients’ rather than just ‘I’m looking for a job will you see my work...which looks just like every other book you have seen’.

Also don’t chase the money - chase the opportunity, prove yourself and trust me the CD will do his or her utmost to hold on to you. Good luck.