A Jury of Four, But Only One Decides Fate

Over time, I’ve found that every marketing idea is judged four times…
Juror #1. By your spouse…Don’t laugh. More glossy, gimmicky, brand advertising is bought each year because the business owner’s spouse “likes it.”

(And, I’ve seen more very good, measurable, direct response advertising canned—even when effective—because a spouse didn’t like the “look”.)

Juror #2. Your employees…Yes, the minute you decide to implement a new marketing strategy, your CFO, secretary and operations manager become instant marketing gurus (they must have stayed at a Holiday Inn Express last night)…


Juror #3. YOU…here’s a news flash: You don’t know everything.

In fact, you may be one of the worst judges of your own marketing.

Time and again the best marketing pros will try to guess the outcome of a split test. And *they* are wrong more than they’re right.

Juror #4…and the only one with a vote…your prospect.

Look for her little green paper votes in your ballot box. If you’ve got lots, you have a winning message.

If the box is empty, you just learned what won’t work.

Pay attention to the juror with a vote.

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