I am Nick Jervis. For 14 years I was a solicitor running the marketing for the law firms that I worked for. Truth be told, I realised that I enjoyed the marketing far more than the providing of the legal services, so in 2003 I left legal practice to launch my marketing consultancy.
You see, when I left in 2003 I thought it would be wrong for me to tell other business owners how to grow their business when I had not yet run one of my own. It felt hypocritical.
Therefore, I purchased a franchise selling promotional merchandise. You know the type; selling umbrellas, pens and anything else printable with the company brand on it.
I started the business territory from scratch, so I had absolutely no client base.
I undertook exhibiting, networking and cold calling in a frenzy.
It felt strange having gone from being a solicitor one day to making 70 cold calls the next. If I am honest, it was hideous.
The cold calling days used to fill me with dread, but I needed to sell, so at the time I was told it was the way to do it. I was reasonable at it. 70 calls produced 10 interested companies which would lead to three meetings and at least one sale. It was predictable, yet at the same time for me, soul destroying.
However, I knew that there had to be an easier way and I was determined to find it, just not in the promotional merchandise industry; there was simply not enough profit in it.
After a year I knew that I had enough business wherewithal to launch my consultancy business, so I did.
By this time I had tried and tested every marketing method available and I realised that there were really only two types of marketing: