I was recently reminded of brilliant direct marketer Axel Andersson, a Swede who moved to Germany and later the US and who ran a hugely successful home-study school in Hamburg, Germany, before coming stateside. Axel hired one of his successful students and put his office right next to his own so he had to walk past his office every day. He did this because he “wanted to actually see one of my customers every day.”
He also hired a professor from a local university as a consultant. Axel wrote:
Before I would test a new ad, I would run it by my former student and also give it to the professor for her reaction. If the student liked it, I would go with it. If the professor liked it, I would change it.
So often I hear new clients taking a marketing campaign from the Toolkit and, instead of running it, they first give it to their techs or their spouse for an opinion before sending it out.
BIG mistake. Read full article and comment →