The Day I Fell In Love With Marketing


When I first opened my business I didn’t have any contacts in my area. I was right next to a technology hub of companies. One day I went on a mission to get CEO’s in the door. I decided to just get on the phone and start calling the corporations to get to the CEO. I called them all but got nothing.

It didn’t take long to figure out that it was harder than I thought and my approach sucked. Every call was similar, when I called the secretaries would usually just asked me what I was calling about. When I told them they would say I needed an appointment. Which would never work. I wasn’t sure how to approach it so I called one of my mentors for advice and he said: “When the secretary picks up, pretend that you know the CEO. Just have that attitude like they’re a friend.” So there I was the next day building up the courage to put on an act and call a company. I was practicing it out loud, rehearsing it in my head then I started dialing. It’s totally not like me to be blunt but I wanted to try this. The secretary answered the phone.

“Hello” she said.

With the sound of panic in my voice I said “put Jerry on the phone for me, Just tell him it’s Jean Luc, he’ll know who I am.” Within a second Jerry was on the phone.

“Hello, who is this?”
“It’s Jean-Luc”
“what do you want?”
“Well I’m a new business in town and I I I…”

And then came the sound of a phone hanging up.

I couldn’t help but burst out laughing, I was so concentrated on getting past the secretary that I never thought about what to say if it worked.

So a few days later I had an idea and decided that since these CEO’s excuses to exercise are always that they don’t have time – that I would send them a fake Rolex in the mail in big bubble wrap they can’t dismiss. I figured they would probably give the watch to their kid or something. I attached a tag saying “no time to exercise? I can help you in 30 minutes. Just take my call.” Then I would call saying I was the guy that sent the gift and asked for 5 minutes of their time. About a quarter of them took me up on the call and I ended up getting a few clients out of it.

That was the day I fell in love with marketing.

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