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Get Past Gatekeepers

Pushing the Envelope

Maximize It!

Show Me The Money!

The Sky's the Limit

A $2.5 Million Boost

The "Right Stuff"

Beat the Quota

Hot Results No Mirage

"Pigcasso"  Magic

From Loss to Profit

Money Talks

Energizing Resellers

Leads At Lower Cost

Sizzling Success

All-star Scores Big

The Art of Lead Gen

Divide & Conquer

It Pays to Tell Secrets

Segmentation is FileMaker's Secret

OBJECTIVE
Generate sales of the FileMaker Pro 7 upgrade in the face of intimidating user apathy.
 
RESULTS
This was one of the most successful software upgrade campaigns in FileMaker history.
7 REASONS WHY THIS WAS A BIG HIT

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.

 

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