Creative choices are intimately connected to the Target and the Offer:
- Type of communication: 3-D, letter package, html email, etc.
- Look and feel: Sophisticated, humorous, technical, big picture, educational, promotional
- Tone of the content
Creative should be personalized by individual title and function, and customized by level and industry
Creative shouldn't be timid. Surprise equals buzz equals action equals market share
Creative should convince your prospects that they matter
Creative should build your brand
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