BANKING: Customer needs vary, so you want a variety of motivators to move prospects to action. The Atalla division of Hewlett Packard makes hardware-encrypting, network security processors (NSPs), which have made the bank ATM network among the safest ways to conduct on-line transactions.

In this example, Atalla was expanding its market from
the world's biggest banks into the mid-size, and small
bank market. To motivate varied prospects to respond,
we used three different appeals to build a case for buying
an in-bank encryption device rather than paying fees to
ATM network switches.

Direct Mail: Using different appeals for different people



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