Below is an interview I (Peter Geisheker) had with a college student about my life as the owner of a marketing firm (The Geisheker Group, Inc.).
Why did you choose this career path?
Peter: I like the idea of turning words into gold.
Who has been a mentor or hero to you professionally?
Peter: David Ogilvy
Where did you go to college?
Peter: The University of Wisconsin - Green Bay for a Bachelor’s Degree. Webster University for a Master’s Degree.
What did you major in?
Peter: BS in Psychology. MA in Managing Information Systems.
When did you graduate?
Peter: BS – 1998. MA 2001
How well did your education prepare you for your profession?
Peter: Actually, quite well. To be good at marketing you need a strong understanding of human psychology. My IT degree helps me market technology products.
What kinds of things did you just have to learn on the job?
Peter: Copywriting, marketing strategy, the art of persuasion. How to start and grow a business. Accounting. Management. And, a billion other things.
How did you break into the field? While in college, I started by performing website development and marketing for the University of Wisconsin – Green Bay.
How is your position similar to what you imagined yourself doing when you were in high school or college? How is it different?
Peter: My plan was to go into clinical psychology but while performing website development and Internet marketing for the University of Wisconsin – Green Bay I decided I really enjoyed doing that type of work as it was more fun than work.
Have you ever regretted your career path?
Peter: Not for a second.
Why?
Peter: It’s the best career in the world for me. I get to be creative and have fun and I am paid well for doing it.
Has your work ever been criticized?
Peter: Yes.
What happened?
Peter: In marketing and advertising everybody thinks they are an expert, so from time to time you and clients have a difference of opinion on the creative for the marketing and advertising program. You try to work it out. If you can’t work it out, you often part ways and the client hires a different firm. However, this does not happen often – maybe with 3% of clients.
Where do you see yourself, career-wise, in the near future?
Peter: Doing the same work. Doing much bigger marketing and advertising projects for global companies.
How long have you been in your current position?
Peter: I have been performing marketing consulting for over 14 years.
How long is your typical work day?
Peter: 6-10 hours.
What is the greatest source of stress on the job?
Peter: Clients that do not know what they want and keep asking us to come up with new ideas.
Have you ever had to choose between the demands of your job and something else that was important to you?
Peter: No.
How does the job affect your family life?
Peter: It is difficult. As a business owner, and a person who performs marketing services, my mind is always on the job 24/7. This can bug the family as they rarely get my full attention.
What tasks do you perform during the course of a work day?
Peter: Copywriting, writing marketing plans, ideas for ad campaigns, managing contractors, accounting…on and on.
What skills are particularly important for your job?
Peter: You must be very creative, you must understand sales and how to sell, and you must be great at writing copy.
What is your favorite part of your job?
Peter: Creating ads.
Least favorite?
Peter: Client meetings and conference calls.
What has been your greatest challenge on the job?
Peter: Working with clients that do not know what they want.
What ethical challenges have you faced?
Peter: Clients wanting to “exaggerate” the benefits their product provides.
What would be your biggest regret on the job?
Peter: Playing it safe and not taking more risks.
What have you done on the job that you are most proud of?
Peter: Helped a large $200 mil dollar company increase sales by 12% during a recession after their sales had be stagnant for over 3 years.
What is your most memorable moment on the job?
Peter: When the United Nations called me to ask me some questions about how they could start social networking.
Which of your professional goals would you say you have achieved?
Peter: Consistent growth and profitability. Helping businesses become successful. Having more freedom with my life to travel more and see the world. Having clients around the world.
What professional goals do you have for the future?
Peter: Much more growth. More large clients. More international clients.
What are some of the rewards associated with your profession?
Peter: Money and prestige.
What advice would you give to students interested in your profession?
Peter: Read every book you can find on direct response copywriting, marketing strategy, and study the masters like David Ogilvy, Rosser Reeves, Leo Burnett, Bill Bernbach, Claude Hopkins and the other advertising masters.
About classes to take? Skills to develop? Internships to pursue?
Peter: Business classes in marketing, internet marketing, and writing. Must develop sales skills. Get a job as a salesperson and learn what it takes to persuade people to buy something. Intern at marketing firms and ad agencies. Learn how to write sales copy for marketing communication materials and ads.
How would you describe your workspace?
Peter: The results of a natural disaster. I have books, trade pubs, magazines, and “stuff” everywhere. My office looks like a library came out the loser of a fight.
What’s important to you, outside of work?
Peter: Playing tennis, composing music, and travel.
What are your hobbies, interests or pass-times?
Peter: Playing tennis, composing music, travel.
Is there anything you’d like to add that might help me with my story for class, my career, or life in general?
Peter: I want to stress the importance of reading every book you can find on direct response copywriting, marketing strategy, and study the masters like David Ogilvy, Rosser Reeves, Leo Burnett, Bill Bernbach, Claude Hopkins and the other advertising masters.
- End of interview -
To your success in marketing!
Peter Geisheker, CEO
The Geisheker Group marketing firm
http://www.geisheker.com
(920) 471-1638
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