Gary Halbert is considered by many to be one of the greatest marketers who ever lived. He often held lectures for copywriters. I read about one of those lectures in a book, and it shaped the foundation of this very exciting campaign I'm running for a consultancy owner client. Here's how it went down: There I was making my morning flat white when my consultant client's WhatsApp came through. "There's something here, Jacques.”The “demand test” LinkedIn post we'd put out the week before had...