Versioned Copy-Make it Work for Your Next Campaign
Use Versioned Copy to Romance Buyers and Influencers
Another reason to segment copy is to communicate effectively with decision-makers vs. decision-influencers. A decision-maker may place the order and sign the check, but decision-influencers are every bit as important to closing a sale. Whether you're selling office equipment, financial services, expensive jewelry or a four-year education at a university, it seems the higher the price, the more influencers there are involved in the purchase decision.
I once wrote dozens of letter versions for a pre-sale contact program. The mailing matrix included a series of six to eight letters with 15 versions of each that all mailed into the same prospect organization.
The product was a comprehensive hospital-management software program that cost hundreds of thousands of dollars. The different versions were targeted at key staff members in almost every hospital department. Although one individual ultimately signed the contract for the purchase, these decision-influencers had questions, concerns and opinions that had to be addressed to gain their support. Versioned copy was the answer.
Tips About Writing Versioned Copy
Start by writing "base" copy that mails to the largest or most-valuable segment. Forget about all the other versions and write one letter or
e-mail as though it were the only one you were writing.
From this letter, write spin-off versions using this base copy as the foundation. Sometimes all it takes is changing the first paragraph or e-mail subject line. At other times, you may need to vary two or three key paragraphs, bullet points, the Johnson Box or postscript.
Using information from your database, your objective is to create the strongest message possible to generate maximum response.
Versioned copy is your tool for achieving success.