你真的想要成功嗎
y title is taken from the philosophy of the great financier (and fraud), Bernie Corhfeld.
我的題目是摘自大財(cái)政家（也是騙子）Bernie Cornfeld 的個(gè)人哲學(xué)。
Bernie became a multimillionaire in the years after World War II by selling mutual funds. More important, almost all of Bernie’s salesman became millionaires in their own right.
二次世界大戰(zhàn)后，Bernie因銷售互助公債而致富成為千萬(wàn)富翁。更重要的是，幾乎所有為Bernie 工作的銷售員，后來個(gè)個(gè)都變成為百萬(wàn)富翁。
The technique he used in interviewing to find the right people is fascinating. The key question was always:
當(dāng)他在甄試適當(dāng)人選時(shí)，所用的晤談技巧是相當(dāng)吸引人的。他的主要問題總是問：
“Do you sincerely want to be rich?”
“你真的想要有錢嗎？”
Of course, we all want to be rich. The point is, do you sincerely want to be rich. Are you willing to do the work, to know what is required, to have the discipline -- and make the personal sacrifices -- to be rich?
當(dāng)然，我們每一個(gè)人都想要有錢。重點(diǎn)是，你真的想要有錢。你是否愿意去做，去知道必須具備的條件，去培養(yǎng)必要的紀(jì)律 做一些個(gè)人的犧牲 為的是要有錢？
There’s a story about Marion Harper, who built Interpublic, chiding his executives on a Friday night in Kansas City ”You are too home-oriented.” Perhaps an extreme example.
Interpublic公司的創(chuàng)辦人Marion Harper有這么一個(gè)故事：某一周五晚上他在Kansas City對(duì)著公司的主管咆哮“你們太家庭導(dǎo)向。”這或許是個(gè)太極端的例子。
Do you sincerely want to succeed?
你真的想要成功嗎？
David Ogilvy said, “If you are tend your rose garden, I’ll admire you the more, But don’t complain when you don’t get promoted.”
David Ogilvy 曾說：“當(dāng)你在悉心照顧你的玫瑰園時(shí)，我會(huì)相當(dāng)?shù)亓w慕你。但是當(dāng)你沒有升遷時(shí)，千萬(wàn)不要抱怨”。
Of course what David did was to tend his rose garden and do more work than anybody else in the place.
當(dāng)然，David Ogilvy 所做的是不僅照顧他的玫瑰園，同時(shí)他比公司任何人做更多的工作。
You are about to catriculate in the Ogilvy & Mather account training program. We’ve been running this program for over 18 years, honing improving it each year. By now, it is probably the best training program in the business. A graduate school in advertising administration.
現(xiàn)在你們將開始這個(gè)奧美的業(yè)務(wù)訓(xùn)練課程。我們已經(jīng)持續(xù)進(jìn)行了18年了，并且每年不斷地改進(jìn)，去舊存菁。目前,幾乎可以說是業(yè)界最好的訓(xùn)練課程。就好象是廣告管理中的研究所。
It’s all here …if you want to take advantage of it.
所有的資料都列在這里 如果您想好好利用它。
So her are some thoughts for you to keep in mind as you embark on your account management career:
所以這里是一些想法，當(dāng)你從事廣告業(yè)務(wù)時(shí)應(yīng)該謹(jǐn)記在心的：
1. Remember that clients hire us for advertising …
1　永遠(yuǎn)記得，客戶是為了做廣告才找我們的
Not for marketing ...research…media…promotion.
不是為了行銷 市調(diào) 媒體 促銷。
All these are vital elements in the process -- things that contribute to advertising … to sales … and to setting us apart from all other agencies.
所有這些項(xiàng)目是廣告過程中的一些重要元素――這些元素對(duì)廣告 對(duì)銷售 有相當(dāng)?shù)呢暙I(xiàn)，同時(shí)是讓我們與其他代理商有所差別的原因。
But they are means -- not ends. The purpose of our business and the reason clients hire us is advertising.
但是這些是方法――而不是結(jié)果。我們這行業(yè)的目的及客戶為何選擇我們的理由是廣告。
We have a creative heritage that must never be forgotten.
千萬(wàn)不要忘記我們有一個(gè)創(chuàng)意的祖蔭。
Unless you learn how to recognized, encourage and defend great advertising, there’s only so far you can go in this business.
除非你學(xué)會(huì)如何去辨認(rèn)、鼓勵(lì)，并保護(hù)偉大的廣告，否則你在這行業(yè)的成就就僅止于此了。
2. Become a student of advertising .
2．成為一個(gè)廣告的學(xué)生。
Our first Smith Barney commercial with John Houseman says, “Good investments don’t come up and bite you on the bottom.” Good advertisements don’t either.
John Houseman在我們第一支Smith Barney的影片中說，“好的投資不會(huì)自動(dòng)找上門來：。好的廣告亦然。
You must know that to look for --key visual, selling ideas, campaigns. Consumer benefits, not manufacture claims or product attributes. Emotional benefits as well as rational promises.
你必須知道尋求重點(diǎn)――主要視覺點(diǎn)，銷售創(chuàng)意，系列廣告活動(dòng)，消費(fèi)者利益點(diǎn)，而非廠商的訴求或產(chǎn)品屬性。感性的利益點(diǎn)和理性的承諾點(diǎn)一樣都重要。
Do you homework -- be firm in refusing to support copy you find wanting. Demonstrate that you know the different between brilliant creative work…and that which is simply flashy.
做你的家庭作業(yè)――當(dāng)你拒絕去支持一篇你覺得不夠好的文案時(shí)，態(tài)度要堅(jiān)定。必須證明你自己知道如何分辨杰出的創(chuàng)意作品 以及只是曇花一現(xiàn)的東西。
3. Use research…and judgement.
3．善用調(diào)查 并加以判斷
The research report is not a report card. The numbers are

你真的想要成功嗎