Twenty-five years ago, I needed to win more copywriting work. But how? I had rescued some pre-war can making machines from being scrapped, so I advertised that I could write and design mailings sent out in cans. Pretty soon The Royal Mail and others volunteered to promote me because the publicity also raised their profile, which is now known as Influencer Marketing. The result? Over 1,000 enquiries in four weeks and a string of client wins from companies and entrepreneurs wanting new ways to start conversations with potential customers. The growth of the Internet means that everyone wants to know if online or offline is the cost-effective way to generate qualified leads. Which is why I have developed maths-based software to establish the cost of a business’s present online or offline lead generation efforts and whether a creative “tune-up” will pay dividends.
I had the opportunity to have an amazing conversation with Nicolas Schwabach at Native Texter today. From talking about SEO for eCommerce sites, Nicolas agreed to a quick interview.
He took the time to talk to me and answer some questions so I could get to know him better and hear more about the things that have helped shape his business success to date – let’s get stuck into it!
Books on easy-to-understand economics. Odd choice for a so-called creative, but it helps me understand the way commerce works.
The purchase (rescue) of some pre-war can making machinery.
There’s too much waffle about the actual cost of generating B2B leads in the creative and marketing press.
I go for a bike ride.
Rescuing some pre-war can making machinery. Creating maths software to work out the real cost of generating leads.
Trying to work on a “collaborative partnership” basis. Difficult, because most creative folk don’t understand how.
Looking for a scientific way to measure the actual cost of generating B2B leads? (My favourite quote: “Cash may be King, but barter is smarter”)
My “favourite failure” is my permanent struggle to give away/share valuable new business resources. People think it is too good to be true and that I am pulling a scam.
Try and develop an easy-to-publicise niche skill so that others approach you with job and work offers. Avoid becoming a “commodity”.
Focus on something early on. Start a sideline you can scale up.
I should have started earlier with what I believe in – instead of following a text-book career plan for years which didn’t get me anywhere.
I work out the most cost-effective ways to generate B2B leads, I invent new ways to generate B2B leads, I create content about B2B lead generation techniques.
“Officially” I am a copywriter but I am slowly becoming a mathematician.
My industry is the marketing/creative sector. I hope it will generate a more mathematical bias about results instead of this endless waffle about “creativity”.
Wayne Sharpe of Bartercard who opened up the reciprocal trade business to normal companies.
I am very good at generating new business resources (funding, free publicity, etc).
How to work out the real cost of B2B lead generation.
Any electro-swing tunes by Parov Stelar.
I am permanently shocked by the anti-innovation, anti-collaborative attitude in the creative industry.
No great change for me personally (in the creative industry).
No great change for me personally.
Yellow
The Alps.
I am working out the most cost-effective ways to generate B2B leads
Nazi hunters Serge and Beate Klarsfeld for their outstanding publicity stunts.
The belief that something new must be better than something that is reconditioned.
Forming collaborative partnerships in the so-called creative sector.
Capricorn
A Brazilian breakfast – because I am currently in Brazil.
Pearl Lemon are an SEO, PPC, PR, and B2B lead-generation agency. We are based in London but service clients around the world.
We have taken the time to interview entrepreneurs and experts (like Nicolas) in this new series.
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