Three Mini-Rules of Thumb

Mini Rule of Thumb #1:

“List rollouts never perform as well as list tests.”

This little rule sounds like pure pessimism at first (“Ahhh, nothin’ ever works right.”)But it’s far more than that: List brokers have long been familiar with this frustrating rule, and so have careful catalogers.

In fact, this rule comes as a surprise primarily to new catalogers. It’s so non-intuitive that many newcomers simply refuse to accept it, until black and white results force them to rethink. (And if they don’t track their results very well, as many newcomers don’t, it can often elude them for years.)