What you are about to read is one of the projects I am most proud of.
Not just for the results it generated, but for the journey that brought us there: a path made of doubts, revisions, deep study, earned trust, and a message that needed to be transformed into paper and, ultimately, into a direct response.
I’m talking about Assunta Incarnato’s book. Her book is titled “Quello che i commercialisti non dicono” (What Accountants Don’t Tell You) and it sold 150 copies in the first month. But more importantly, it helped her land a new 2.5 million euro client.
From Frustration to Success
To think that when she first contacted me, I was already the third graphic designer she had turned to.
Her voice on the phone was full of frustration and distrust—and I can’t blame her. She had already wasted time and money with designers who couldn’t give an effective shape to her ideas.
What made the difference was my approach as a Direct Response Designer:
- First, we study the market.
- Then, we structure the message.
- Finally, we design.
This is the exact opposite of what “creative” graphic designers do.
But I don’t want to be the one telling you this. I’ll let her do the talking. Below you will find the full interview.
Interview with Assunta Incarnato
Q: Hi Assunta! How are things going?
A: Hi Davide! I’m doing great—I just finished packing! After the results the book achieved, a nice vacation will be the icing on the cake!
Q: Fantastic! Would you like to tell us a bit about yourself? Who are you and what do you do?
A: That’s a tough question… while people can read about who I am and what I do directly on my blog, Incarnato.Consulting, I define myself as a Subversive Accountant.
Q: A “Subversive Accountant”? What does that mean?
A: It means that in a world where most accountants tend to stay on the surface and avoid getting too involved in companies and their processes, I dive in headfirst. I do this because I know it’s the only way to truly help entrepreneurs grow their businesses.
Q: That sounds awesome! How did you end up doing what you do?
A: I’m the daughter of entrepreneurs, so I’ve lived and breathed the company atmosphere since I was a child. I was quite good at school, but unlike what people expected, I chose not to go to a traditional high school and opted for Accounting instead. It was an unusual choice for a girl back then, but I was (and still am) madly in love with the corporate environment. I couldn’t have made a better choice.
As soon as I graduated, I was scouted by one of the most important professional firms in Merano and started working immediately. But despite spending over 50 hours a week at my desk, I had questions inside me that found no answers:
- What lies beyond the cold numbers?
- How do you build and manage a successful company?
- Why do some businesses thrive while others fail after a few years?
So, even though the workload at the firm was insane, I started University (Economics) and graduated with top honors. I continued studying until I qualified as a Chartered Accountant.
20 Years of Experience and a Turning Point
From there, I began collaborating with several prestigious firms where, for over 20 years, I supported entrepreneurs of all kinds: from the artisan manually filling out invoices after a day’s work to corporations generating several millions a year.
The more I refined my skills, the more my enthusiasm faded. How was it possible that an accountant’s job was limited to compliance, paperwork, and bureaucracy when the REAL PROBLEMS of entrepreneurs were something else entirely?
Why should a Chartered Accountant, after such a grueling path of study, end up becoming a mere “secretary for the State”?
This is something I never understood, let alone accepted. You have no idea how many times I argued with colleagues about this.
The Move to London and the Birth of the Blog
In 2017, I gave up a very promising career and joined my husband in London, where he had been working for two years.
I started a blog following the principles of Frank Merenda and Direct Marketing. I began writing one article a week containing strategies, resources, and advice on how to best manage a business. I introduced topics to Italy that are commonplace in English-speaking countries but struggle to reach the “Bel Paese.”
Now, a year later, the results of the blog and the clients I’ve worked with are surprising. Opening it was the best choice for me, my business, and for helping as many entrepreneurs as possible.
Q: I think your story is an inspiration for all those people who have new, revolutionary ideas but are called “crazy” in academic circles.
A: I just did what I felt was right to see businesses flourish. Having grown up inside them, I can’t help but feel great respect for those who decide to do business, especially in a “difficult” country like Italy.
The Book: “Quello che i commercialisti non dicono”
Q: Tell us about your book. Why did you decide to write it?
A: There are two reasons. First, because having a blog that works helps immensely in connecting with clients, but nothing creates more authority in the eyes of the market than an actual book.
Q: Very true. When it comes to Direct Marketing, books are fundamental to gaining the kind of authority that is hard to achieve with a blog alone. And the second reason?
A: Let’s say that “Quello che i Commercialisti non Dicono” is the book I wish I’d had in my hands when I started my business as a consultant and entrepreneur. Inside, I’ve summarized everything truly useful and practical that I’ve learned in over 20 years of my career.
It’s a book that explains complex topics like supplier management, company resources, and taxes in a simple way. The feedback so far has been great. I hope this book is truly useful to entrepreneurs because, in its nearly 300 pages, I’ve included everything—and I mean everything—that can help someone managing a business.
A Final Word for Entrepreneurs
Q: Okay Assunta, we’re wrapping up! Do you have a piece of advice for the entrepreneurs reading this, perhaps those who have struggled in recent years?
A: I want to tell them they are heroes. I mean it. To do business in Italy, you have to be made of stone.
I also want to say that just because things have gone or are going poorly, it doesn’t mean they have to stay that way forever. Sometimes, to get out of a difficult situation, you need external help—even if just to see the light at the end of the tunnel and regain hope.
Dear entrepreneurs, do not be afraid to ask for help. Sometimes, even a small implementation at a management or organizational level can take a massive weight off your shoulders, allowing you to regain lost peace of mind or take your business to the next level.
Q: Thank you, Assunta. This was incredibly valuable.
A: Thank you, Davide. I hope this makes for a great article.
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