“We tried that; and it didn’t work”

I’ve lost count of how many times I’ve heard this awful response to a communications idea. It’s perhaps the single biggest brake on creativity, innovation, and growth.

Instead, what if you asked…

“How about we try…

Mailing on a different day
At a different time
Changing the headline
Changing the copy
Using a different image
Making the price more prominent
Making the price less prominent
Removing the price altogether
Using a different case study
Featuring a different benefit of the product/service
Majoring on the finance options
Adjusting the price down
Raising the price
Bundling with other options
Having a different call to action
Offering something else as a first step

and many more options… to make it work.”

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