Versioned Copy-Make it Work for Your Next Campaign
How many times have you heard or said, "We need you to write a letter so we can do a mailing?" Notice my emphasis on the words "a letter."
It's not unusual to have even the most savvy direct marketers overlook one of the major advantages of direct marketing. That's the ability to send highly targeted messages to different market segments, whether they're customers, members or contributors.
Versioned copy is one of the most powerful tools of direct response advertising, no matter which medium you use—whether you're doing consumer or business-to-business advertising.
Why should you create different versions of letter and e-mail copy based on information in your database? Versioned copy allows you to test offers, creative approaches and products. It also allows you to be more specific in how you build rapport with your audience to generate response.
Creating Versioned Copy
The first step is to create different copy platforms for prospects and customers. The same message doesn't appeal to both groups. Customers and prospects have significantly different questions, concerns and buying objections:
- A customer already has a relationship with you— a prospect doesn't.
- A customer knows who you are, your quality standards and your guarantee—a prospect doesn't.
- A prospect is less motivated to open your mail and even less motivated to read and respond to it.
That's why it's best to start by creating versions of letter copy that address specific concerns and capitalize on an existing relationship. Then go even further: Segment copy to different audiences within those customer and prospect groups.
It's a Fact
All customers are not of equal value to your business. Some buy more product, and some buy more often. Some return products more frequently. Others use your credit card to pay for purchases, and then tend to spend more with you.