FileMaker faced an upgrade challenge. Working with their agency, Wayfinder Response, my strategy was to segment the audience by the type of business user and then speak directly to each segment's primary interests and dominant buying motives. I had to find common denominators that would trigger buying urges across several key customer segments and then write copy for direct mail and email campaigns that spoke to users ranging from music producers to universities, health care organizations and several flavors of businesses in between.