2. By advertising on Google
You probably know about Google AdWords, which allows people to purchase targeted ad campaigns that only show up for people who’ve searched a specified term. In fact, every time you search on Google, you’re likely to see some of these ads yourself, in the form of “Sponsored Results.”
Alec Brownstein used targeted ads in an ingenious way to land himself work.
After making a list of major ad executives on Madison Avenue that he would like to work with, Brownstein relied on the natural vanity of humanity. Assuming that, at some point in the near future, these people would Google their own names to see what media hits came up, he created an advertisement that showed only to people who Googled these ad executives’ monikers.
When they plugged their name into Google, they saw a targeted ad that said, “Hey, [insert name here]. Googling yourself is a lot of fun. Hiring me is fun, too.” This showed up along with a link to Brownstein’s website, featuring a resume, work examples and a bio.
He targeted just five ad execs, and managed to get four interviews and two job offers, all for the princely sum of six dollars.
Brownstein ended up accepting an offer from Ian Reichenthal, the creative director at Young and Rubicam.