PEARL LEMON INTERVIEWS:
Nicolas Schwabach -
Native Texter

Nicolas Schwabach

Nicolas Schwabach

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.

A Fireside Chat

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!

What Is The Book (Or Books) You’ve Given Most As A Gift, And Why?

Books on easy-to-understand economics. Odd choice for a so-called creative, but it helps me understand the way commerce works.

What Purchase Of $100 Or Less Has Most Positively Impacted Your Life In The Last Six Months?

The purchase (rescue) of some pre-war can making machinery.

What are bad recommendations you hear in your profession or area of expertise?

There’s too much waffle about the actual cost of generating B2B leads in the creative and marketing press.

When You Feel Overwhelmed Or Unfocused, Or Have Lost Your Focus Temporarily, What Do You Do?

I go for a bike ride.

Focus on something early on. Start a sideline you can scale up.

- Nicolas Schwabach

What Is One Of The Best Or Most Worthwhile Investments You’ve Ever Made?

Rescuing some pre-war can making machinery. Creating maths software to work out the real cost of generating leads.

In the last five years, what new belief, behavior, or habit has most improved your life?

Trying to work on a “collaborative partnership” basis. Difficult, because most creative folk don’t understand how.

If you could have a gigantic billboard anywhere with anything on it — what would it say and why?

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”)

How has a failure, or apparent failure, set you up for later success? Do you have a “favourite failure” of yours?

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.

What advice would you give to a smart, driven college student about to enter the “real world”? What advice should they ignore?

Try and develop an easy-to-publicise niche skill so that others approach you with job and work offers. Avoid becoming a “commodity”.

What is the most significant thing that someone much younger than yourself has taught you?

Focus on something early on. Start a sideline you can scale up.

What careers advice would you give to your 21-year old self?

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.

Tell Us About Your Business. What Does It Do And What Value Do You Add?

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.

What profession other than your own would you like to attempt?

“Officially” I am a copywriter but I am slowly becoming a mathematician.

Where do you see your industry in the next 5 years?

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”.

Tell us about someone you admire and why you admire them?

Wayne Sharpe of Bartercard who opened up the reciprocal trade business to normal companies.

What is a 'hack' you have for success that most people don't know about?

I am very good at generating new business resources (funding, free publicity, etc).

What is a useful skill someone could learn in one minute?

How to work out the real cost of B2B lead generation.

What one song can you listen to every day non-stop?

Any electro-swing tunes by Parov Stelar.

What is the most surprising thing you've seen in your industry?

I am permanently shocked by the anti-innovation, anti-collaborative attitude in the creative industry.

How has Covid-19 changed your industry?

No great change for me personally (in the creative industry).

How has Covid-19 changed your company?

No great change for me personally.

What's your favourite colour?

Yellow

What's your favourite holiday destination?

The Alps.

What's something exciting you're currently working on/learning that only a few people know about?

I am working out the most cost-effective ways to generate B2B leads

What popular celebrity do you admire the most and why?

Nazi hunters Serge and Beate Klarsfeld for their outstanding publicity stunts.

What one thing in life do you consider to be overrated?

The belief that something new must be better than something that is reconditioned.

What are you NOT Very Good at?

Forming collaborative partnerships in the so-called creative sector.

What's your star sign?

Capricorn

What did you have for breakfast this morning?

A Brazilian breakfast – because I am currently in Brazil.

Check Out Nicolas's Company Profiles:

About Us

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.

About the Author

Heather Wilkinson

Heather Wilkinson

Heather Wilkinson is a globe-trotting content creator and PR enthusiast who’s finally put down roots in her native UK. When she isn’t working, you’ll find her pretending to care about Minecraft for her son’s sake, while secretly reading the latest Ace Atkins novel (or sleeping - her second favourite past-time).