Ah, the million-dollar question. Well, although nobody knows for sure, there are some tried, tested and true practices that I've found in my own experience to work.
1. Connect with your consumer with people.
Nobody really remembers a claim or two in commercials, print or online. What they remember is the total creative package and nothing brings people in more than a good-looking woman or man staring right at them.
2. Tell a story.
Everybody wants to learn what's new, hot or exotic. Tell your customer about your value chain, how rare your product or service is, what extent it takes to make the final product, etc, etc. Or, just tell a great story of a customer who used your product or service for outstanding results.
3. Be unique.
It's harder these days to be unique in a cluttered marketplace, but it is possible. Make your message clear on why you would choose your product or service. First, it's important to understand why consumers hire your category, then class, and ultimately your solution. Keep that in mind when developing your positioning.
4. A strong call to action.
Nothing works better then instilling a sense of urgency into the minds of your target consumer. "Call now, limited supply available" or "Offer expires in 30 minutes", or the famous "Act now and get product x, a $$$$ value, absolutely free". These tactics work and compel your consumer to act with urgency and their wallet.
In today's economy, it's more important than ever to be strong with your message and ensure that whatever you're spending on media is making multiples back for you. And if you haven't guessed it yet, these practices are pretty much what the direct response industry lives by.
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