How to Get Better Results: Try Something New!

You want to know how to get better results?

"I don't want to..."

Everyone says they want better results.

So why aren’t companies more adventurous when it comes to trying new things? Do they want to know how to get better results?

It’s the “I hate brocolli” syndrome of marketing and business.

If you ask the average CEO, “What’s the rationale for the way you’re currently marketing your services?”  Many say: “It’s what we’ve always done.”

The sad truth is that many companies are engaging in the same old tried marketing tactics rooted in strategies that were developed eons ago (a.k.a. 2007).  They’re wasting money on tactics that are not rooted in any real, current strategy – or based on the realities of today’s marketplace.

How to get better results: Higher response rates and higher conversions

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Ogilvy Magazine Ad

Client: QMI – SAI Global

Challenge: Create a Magazine Ad to Promote their Free Food Safety Webinars.

Services: Copywriting, Graphic Design and Layout.

Additonal Information: I used two classic formulas: one for copywriting, and the other for the layout. The AIDA formula stands for Attention, Interest, Desire, Call to Action. The “Ogilvy” layout includes a Graphic, a Caption, a Headline, Lede/Body Copy, and a Response Box for the Call to Action.

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Tests Indicate that Ogilvy’s Old-School Layout is Still a Winner

By Jeff Sexton

Human nature hasn’t changed and neither have the priorities required for successfully conveying your message.

Contrary to common opinion, David Ogilvy didn’t have a preference for long copy.

What he had was an overwhelming bias towards anything that had been proven to work (which included long copy).  Ogilvy’s real, professed preferences were for consumer testing, research-driven techniques, and performance-based advertising in the truest sense of the term. Read more >>