{"id":411,"date":"2020-01-20T10:21:02","date_gmt":"2020-01-20T16:21:02","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=411"},"modified":"2026-03-11T11:40:07","modified_gmt":"2026-03-11T16:40:07","slug":"why-dues-paying-is-a-thing","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/why-dues-paying-is-a-thing\/","title":{"rendered":"Dear Baby Creatives: Why dues-paying is a thing"},"content":{"rendered":"\n
\"\"
One no-foam skimmed latte with an extra shot and three drip coffees with room for milk. Searing hot. And I mean hot.<\/a> (Credit Ed Platt<\/a>)<\/em> <\/figcaption><\/figure><\/div>\n\n\n\n

Dear Baby Creatives,<\/p>\n\n\n\n

I have never, not once, regretted going to work in the advertising industry. (Other people certainly feel differently. This is just me.) Has my experience in the industry sucked? From time to time, yes. It\u2019s inevitable in the entry stages of any job. I\u2019ve had to work on boring campaigns for boring clients, done tedious and repetitive and occasionally weird scut work (lord, do I have stories), had ideas shot down, and watched as other people did cool things that I didn\u2019t get to be a part of and think about how unfair it was. I\u2019ve never had to get coffee or make copies \u2014 I don\u2019t know if that\u2019s really a thing anymore (others, feel free to jump in) \u2014 but it hasn\u2019t been all exposed-brick offices and golden pencils.<\/p>\n\n\n\n

I\u2019ve also gotten to be a small part of big things. I\u2019ve gotten to contribute ideas that make good concepts better. I\u2019ve gotten to walk into my boss\u2019s office with a brilliant thought I had in the shower that redirected an entire project. (And Then The Whole Restaurant Started Clapping. No, for serious, this really happened.) Because I paid my dues. The scut work taught me how to function in an unfamiliar environment, the watching other people taught me how to hone my creative skills, and the getting shot down taught me how to come up with ideas that actually work.<\/p>\n\n\n\n

Dues-paying can be frustrating, and it can sometimes feel like it\u2019s just abuse for no reason. But just because you can\u2019t see the reason doesn\u2019t mean there isn\u2019t one. Here\u2019s why, when your dues come due, you should take a deep breath and dig down into your rhetorical pockets and pay up.<\/p>\n\n\n\n

Full disclosure: I, personally, didn\u2019t actually spend a lot of time working my way up the industrial ranks. I started out at assistant-level, and then I was kind of a desperation-hire at an in-house firm for a senior copywriter position for which I may or may not have really been qualified. But that first job was a doozy, and even coming into the next one at a senior level, I remained The New Kid until I was no longer\u2026 new.<\/p>\n\n\n\n

It\u2019s going to be great and also suck a little, is my point. And that\u2019s because:<\/p>\n\n\n\n

You aren\u2019t there yet.<\/h2>\n\n\n\n

You aren\u2019t there yet.<\/p>\n\n\n\n

You\u2019re unproven.<\/h3>\n\n\n\n

Yes, you might come in with a portfolio of great student work, or even impressive intern work. You might legitimately be an advertising wunderkind. Your new agency still knows essentially nothing about you \u2014 particularly about your as-yet-untried ability to function in an agency environment. They aren\u2019t going to trust you with huge projects for huge clients right out of the gate. They\u2019re going to have you updating fliers and palm cards, and then, once they know how you work and you know how they work, they\u2019re going to move you up to writing<\/em> fliers and palm cards, and then they might even move you up to writing local newspaper ads, and then you\u2019ve arrived, baby!<\/p>\n\n\n\n

I know, it\u2019s still not sexy stuff. But it\u2019s going to happen, because\u2026<\/p>\n\n\n\n

You\u2019re cheap.<\/h3>\n\n\n\n

You\u2019re new, your title has \u201cjunior\u201d in it (or even \u201cintern\u201d), and that means your agency can charge the client less for your work. They\u2019re not going to blow your project hours on a massive campaign concept when they could be charging senior-creative bucks instead. They\u2019re going to devote your comparatively cheaper hours to fliers and palm cards. That doesn\u2019t mean, of course, that you\u2019re never going to get to work on any cool campaigns \u2014 there\u2019s always room for juniors on the creative team.<\/p>\n\n\n\n

Probably writing fliers and palm cards. Because\u2026<\/p>\n\n\n\n

The people you\u2019re working with already paid theirs.<\/h3>\n\n\n\n

It\u2019s the perpetuation of an ancient cycle, but it\u2019s also a fact: You have to pay your dues because your colleagues paid their dues, because they started out working with people who paid their<\/em> dues. Your more experienced coworkers have generally worked their asses off to get where they are, and you don\u2019t get to jump the line just because your copywriting professor thinks you\u2019re super talented. Talent isn\u2019t everything. Experience is a thing. Teamwork is a thing. Knowing how to work within a system is a thing. Humility is a thing. And they\u2019re all things that come with time.<\/p>\n\n\n\n

And that time is very, very important, because\u2026<\/p>\n\n\n\n

You can\u2019t effectively break the rules until you know the rules.<\/h3>\n\n\n\n

You\u2019re probably coming in with grand ideas about how to revolutionize the industry, change the way agencies work, inject new ideas, and disrupt\u2026 something, I don\u2019t know, people never say exactly what<\/em> they\u2019re proposing to disrupt, but I guess it\u2019s a thing. Anyway: You have revolutionary ideas.<\/p>\n\n\n\n

Sit on them. Not forever \u2014 just for a little bit. Because you cann\u2019t effectively change something if you don\u2019t understand what you\u2019re changing. Think your CD is an overly cautious stick in the mud for toning down your language in some web copy because the audience wouldn\u2019t respond positively to it? It could be \u2014 or it could be that your CD knows the client better than you do and understands the potential fallout of pushing the brand like that. Think the brief is unreasonably restrictive for what the client is trying to achieve? They frequently are \u2014 and if you present a second, revolutionary concept in addition to<\/em> one that satisfies the brief, you could talk them into taking a chance on your idea. But you have to know why they asked for what they asked for, and what the creative is trying to accomplish, and how your concept can make that happen, before you try talking them into it.<\/p>\n\n\n\n

Advertising is all about breaking rules \u2014 sometimes, it\u2019s the only way to stand out in a sea of messaging that\u2019s all following the rules. But the first step is understanding why things are the way they are, so you really know what to change to make them not just different but better<\/em>. At which time you can, and should, do that.<\/p>\n\n\n\n

They aren\u2019t just dues \u2014 they\u2019re an investment.<\/h2>\n\n\n\n

As you get your start in the industry, you\u2019re going to work with some creatives who love helping the juniors along, and some who resent having to include it as part of their many duties. I happen to be one of the former, and I try to make the experience as enriching as possible for the noobs. But I also try to make it as realistic as possible. And sometimes, that means you get to watch me do stuff and trust me when I tell you that someday, you\u2019ll get to do them, too. Because someday, you (probably) will.<\/p>\n\n\n\n

Agency professionals, feel free to jump in \u2014 is there anything I\u2019ve missed? Anything you disagree with? And baby creatives, I want to hear from you, too. Let me know if you have any questions about what to expect and why you should expect to expect it.<\/p>\n\n\n\n

Up next<\/h3>\n\n\n\n

Is your entry into advertising going to be, on occasion, stressful and\/or boring and\/or frustrating and\/or dispiriting? Unfortunately, yes. Is it going to be scary, abusive, or threatening? It damn well shouldn\u2019t be. Tune in next week for the flip side of dues, looking at things that aren\u2019t part of the dues-paying process and that you shouldn\u2019t have to endure<\/em> just to survive in the industry. (Seriously, this is an important thing not to miss.)<\/p>\n\n\n\n

XOXO,<\/p>\n\n\n\n

Caperton<\/p>\n\n\n\n

Former baby copywriter, now wildly successful in the industry<\/p>\n","protected":false},"excerpt":{"rendered":"

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