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Client-results case stories:
What our clients say were the keys to their results,
for 3 kinds of ResultsLab projects
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The quotes below, from advertising projects, will help you tune in to my approach to things.
As you’ll see, it’s as if my entire career has been steppingstones toward the Web -- since I’ve been designing content-rich marketing messages for some 20 years in various new media, some of which I invented (for example TeleSessions, and The Word-of-Mouth Marketing System).
As a designer of word-of-mouth programs, you won’t be surprised if I let my clients do most of the talking here.
In all the client projects they talk about below, I developed a totally
non-salesy approach.
That way, we attracted my client’s prospects through their desire to learn, and their curiosity. Then, while the prospect was engaged in learning, the communication reset the standard and disqualified my client’s competitors.
I’ve used these techniques for many years, in all media, but they are especially powerful, even essential, on the Web.
Where my clients say “ad” they're usually talking about my “advertorial,” “How-to...” ads, guidebooks, and briefings -- or other information gift. In recent years, I’ve been applying all the insights they describe to Web marketing systems.
Ron Richards, President,
ResultsLab
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“Ron finds so many improvements others are blind to because
he has a unique command of the psychology of persuasion --
and a whole arsenal of new ‘persuasion design’ tools. We
even had him analyze the competition’s ads. During 20 years
in the advertising business, working with many great writers
and consultants, I’d never seen anything quite like it. What
he comes up with will amaze and enrich you.”
John Rizzuti, Director
Corporate Communications
Micrografx
“Ron is a curious mix of creativity and scientific analysis.
Imagine a genetic lab mixture that produced a clone from the
DNA from David Ogilvy and Thomas Edison. When Ron
starts talking about what kind of copy belongs in an ad, it
doesn’t matter if it’s print or online, you’ll tend to forget your
lunch and your soup will get cold. He’s very energized by
the whole thing and it’s infectious. I’ve watched Ron turn out
success after success by amending something the rest of us
would gloss over. Publishers and advertisers are well
advised to use his ideas, and adopt his experimental
approaches to increasing clicks.”
Jim Sterne, author, in his book
What Makes People Click --
Advertising on the Web
“His ad pulled the highest response we’ve seen. I've worked
for ad agencies, in marketing positions on the client side and
with many, many copywriters; but I’ve never had a quality of
creative approach so precisely on target as Ron achieved.
It’s also an education, as he has an extraordinary grasp of
unusual persuasion principles and techniques. And he
performs on time and on budget.”
Lynne Weiss
Director of Marketing
Spinnaker Software
“Ron Richards developed the most successful system I’ve ever
heard of for getting access to top-most executives -- and
influencing them. Even billion-dollar companies we targeted
assembled 10-20 of their top-most executives for 2-3 hours.
And 60% of the companies invited accepted. Each of these
results is way beyond anything we’d ever achieved.”
Randy Haldeman
Manager of Corporate Marketing
Zycad
“I asked Ron to critique all our previous ads. Although the
ads looked great, and had snappy copy, they’d produced
poor results. We took his advice and saw the results improve.
He knows what works, and exactly why. What he developed
was the basis for an advertorial which got an extraordinary
number of inquiries. He is a master builder in all media.”
Winton Churchill
Vice President Sales & Marketing
Contact Software International
Makers of Act! software
“I've worked with many famous agencies and consultants
because as VP Development at Symantec and other
companies I’ve been part of the launch of many successful
software products. I wondered whether Ron could live up
to his billing. What ensued was one of the most instructive
and exciting collaborations I have ever been party to.
Not only did he develop all the key persuasion language,
he greatly enhanced the definition of the product system.
I regard Ron as perhaps the most creative and skillful
marketing consultant I’ve ever had the pleasure to work with.”
Brett A. Walter
President & CEO
Austin-James, Inc.
“Ron Richards performed 12 consulting projects for me
over the last 10 years. Ron has truly become a
‘persuasion engineer.’ He consistently finds the hottest
arguments and grabbers for any worthy product or service.
He puts you in a position to dominate your market.
And of course that’s a route to success in both boom
times and recessions.”
Winton Churchill
Vice President Sales & Marketing
Contact Software International
Makers of Act! software
“Ron’s evocative messages demolished our prospects’
‘high priced’ qualms through a change in focus that had
eluded our sales and marketing experts for 10 years.”
[Fundamental Human Desire describes the re-positioning.]
David C. Price
President
3D Industries
Note: Affiliations shown are those at the time of the quote.
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