Go above and beyond.

This is the biggie. It’s really no different from having a great work ethic, being motivated, doing extra. HR professionals have long had a mantra: “Hire for attitude, train for skill.” If you are in marketing (and many other fields, too), you have to work when the work needs to be done. Marketers are in client service, no matter if you work for an agency or on the client side. You are working for some kind of client, and those folks have marketing needs that don’t necessarily appear between 9 a.m. and 5 p.m. There are marketing emergencies. They are not like 911 emergencies, but to the people you serve, they are emergencies and you have to be willing to rise to the occasion, address them, and do it at 110 percent.

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