Markoos has found a particularly good classiﬁed ad from Canada (left), now posted on his blog. I have traced it to reports in 2001, but the lessons are still valid.
It’s about a gentleman, one Brian O’Dea, who wishes to change trades, after ﬁnding his last one landed him 10 years as a guest of the US Government. He has a certain set of skills, but isn’t sure how to best apply them. The headline reads, ‘Former marijuana smuggler’.
It was an honest attempt for this chap to ﬁnd a legit means of supporting himself and his family. It showed a level of responsibility and an admission that what he did was wrong.
For those who are seeking jobs, this isn’t a bad approach to take—it certainly will differ from the avalanche of CVs many of us receive around this time of the year. Even as a classiﬁed ad, it meets the rules of advertising: an attention-grabbing device, differentiation, a showing (subtle or overt) of attributes, successful communication, and a contribution, through symbolism or otherwise, to a brand—in this case, a personal one.
Back in 2001, Mr O’Dea reported six promising offers, so the advertisement worked. He became a TV and ﬁlm producer, making a show called Creepy Canada. These days, Mr O’Dea is an author as well, having written High: Confessions of a Pot Smuggler, based on his experiences. (The UK edition is to be launched next month.) Posted by Jack Yan, 10:28
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