First of all, I ask a TON of questions in the beginning stages of the relationship. I use a formula I call, “The Easy Conversation”. It contains 3 simple questions that I ask over and over again, in different ways and from different angles, to really understand my clients’ businesses. That helps me. From there, I know that if they do certain things their business will grow. For example, I know if they start using the Four U’s in their subject lines, headlines, leads, and site copy, they will almost certainly double their response rates. If they segment their list and have more personal conversations they’ll get better results. I don’t know exact growth numbers and I don’t promise exact growth… but I can make best-guess projections and give ideas on percentages.

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