So far, I am impressed with Jamie Escudero. Not because the 21-year-old has a ton of experience. He doesn't. And not because he has a depth of knowledge about how the advertising business works--what he's studying at Xavier University in Cincinnati. He has never spent a day brainstorming with a copywriter or art director and doesn't have a clue about client management or shooting a TV commercial. But he has something you can't teach.

Before I tell you what that is, let me explain how I came to learn of him. The president of an advertising agency showed me an e-mail Escudero sent him. It said:

"Hello, my name is Jamie Escudero and I am currently a senior at Xavier University studying advertising. I heard about your agency from a listing of all the advertising agencies...I was wondering if your agency offered any internship opportunities I could apply for. If not, I would like to know if I could come in a meet with someone from the agency just to learn more about your agency. I think your agency is doing innovative and wonderful things for our planet by promoting conservation through your advertising. I am looking forward to hearing back from you."

This is a great way to make a bad first impression. The president of the agency explains why in his e-mail response:

"Jamie, first a few words of advice--if you're writing people in advertising you need to write persuasively, use correct grammar and avoid typos at all costs" (which he points out.) "Nothing in your email is persuasive or tells me what you could do for me. I'm not in business to do something for you. We're in the communications business. Just like an ad, you have a few seconds to get someone's attention and persuade them to do something. If your emails or other written communications don't do that, then you're not demonstrating any expertise in advertising. I am curious about having an intern. But I can't have someone who'll cost me time instead of save me time."

Most people would want to go hide under a rock at such a negative response. Jamie saw it as an opportunity. He wrote back: "I learned a great lesson from your response; it is never acceptable...to not give 100% all the time...when I read about your agency my eyes lit up...I visited your website where I watched, listened and analyzed each ad you have posted...Each ad is a great ad, perfectly targeted for the demographic...I want to make great ads...thank you for your honest and swift reply."

Why not get that passionate in the first place? I asked him. "I didn't know who would end up reading it," he said. "I thought a secretary might forward it to someone with power," he told me.

"My jaw dropped when I read his response. But there's nothing more than honesty that I appreciate. And it really helped. Now I know whether it's a president or secretary you're writing to, it's not something I can throw together in five minutes. It takes time and effort. I'm completely done sending out 'Hi, I'm Jamie, let me introduce myself' letters.'"

The passion and humility of his response won the day. The president met with him and now he's doing research for the company.

Jamie seems to have what you can't teach but employers want: determination, passion and the desire to learn--not to mention humility.

One lesson he didn't mention: Not everyone has a secretary and if they do, secretaries have power. Treat everyone with respect. Escudero redeemed himself and he gained mine.

© by Andrea Kay