With Lawrence Research Group, I had the opportunity to do 12-way split runs, because the ads I wrote were appearing on the back of their catalogue that goes to several hundred thousand consumers per month. With that kind of cut-and-try environment, I could apply both my Persuasion Design and research know-how to the hilt -- in a tightly integrated learning cycle.

You’ll also hear about a research approach I developed to find high-gain opportunities by using powerful statistical techniques on past data -- without having to run new experiments. 

The comments below are Amy Levinson’s “to whom it may concern” about the many projects ResultsLab did with her team.

                                                     — Ron Richards

Project Feedback from Amy Levinson,
Director of Marketing,
Lawrence Research Group, Inc.

Ron Richards helped us with several projects over the course of the past few years. The first being a new ad for the back cover of our catalogue, which circulates to a house file of several hundred thousand people per month. He beat our long-standing control first by 2 fold, then 4 fold, then 6 fold, as he kept analyzing the split run data and creating ever better versions, each time building on what we had learned with the previous splits.

Then we asked him to help develop new ads we place in hundreds of magazines to prompt readers to order our catalogue.  Rather than dig in with his creative work, he recommended an intermediate step in which he’d analyze some 80 past ads using a sophisticated statistical method on our past storehouse of response data -- in the hopes of discovering the winning characteristics of past ads -- so we could build new ads which contain those amplifiers, and which purge those attenuators. To our amazement, he discovered a mix of ad characteristics that appears to be worth some $750,000 per year in incremental gross profit.  We are now running all our ads on that winning-mix model!

To further multiply the results in those magazine ads, Ron then created new ad treatments -- giving us over 30 candidates to consider with him.  Many of those are now in split run testing, using a fast-cycle testing technique he recommended.

While those tests are taking place, Ron has continued to offer insights and suggestions to further improve response rates not only to the ads but to the catalogues as well, further demonstrating his command of the psychology of persuasion.

Ron possesses an unusual combination of left- and right-brain talents. He is creative with strategy, copy, and art. He is a sophisticated researcher and he lives for results and continuous improvement.  Rarely have I met an individual so dedicated to his mission.

“ResultsLab” does exactly what it says it will.  Ron takes you on an in-depth journey of what works (and what does not) and then figures out how to continually make it better. He regularly over delivers quality concepts and continually shares his know-how with our staff, inspiring us to meet our marketing challenges with a new found understanding of our core business.

In my opinion hiring consultants can be a less than rewarding experience.  Ron gives a good name to the business of consulting, taking his mission quite seriously, meeting his commitments without hesitation, and embracing the tasks at hand as if it were the only project that mattered to him. I highly recommend his eclectic talents to anyone searching for order in this seemingly chaotic business world.

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