Mining for Creative Ideas

Use your database for more than list and offer development

Chart A

Chart C

By developing a clear picture of the behaviors and buyer roles of its marketplace, Corporate Risk Solutions was able to tailor its letter copy—including features and benefits emphasized—to better fit CEOs (shown separately) versus more general management titles (shown here).

Chart B

By developing a clear picture of the behaviors and buyer roles of its marketplace, Corporate Risk Solutions was able to tailor its letter copy—including features and benefits emphasized—to better fit CEOs (shown here) versus more general management titles (shown separately).