Challenger versions, written from what your audience objects to.
A challenger version is new copy that competes with your current copy. 99takes writes them for headlines, ads and page sections: from a run’s objections, from customer voices or from your positioning. Without made-up proof, and then tested blind against your current copy.
Three versions
Verdict
Build-out
- Opening
- …
- Call to action
Four ways to write.
Challenger versions
4 to 18 creditsHeadlines, ads, subject lines, page sections. From a run’s objections, from customer voices and research, or with no template at all from your positioning and narrative. On request as a counter-draft with a different promise instead of a variant.
“Write three alternatives for our headline.”Following a method
4 to 18 creditsFor example AIDA, benefit-led or only new headlines. For the hero, 99takes writes H1 and subline as a pair that picks up where visitors come from. Tested like any other copy afterwards.
“Rewrite the page following AIDA.”A page section by section
267 to 444 creditsFrom the opening to the call to action. Each step has a winner; at the end the finished page has to beat the old one.
“Build out our landing page step by step.”Variants of one section
price before the runTwo to six drafts against the same version, ranked, with a note on whether the gap between first and second place holds.
“Which of these four offer boxes holds up?”What isn’t backed up appears as a placeholder.
99takes does not write numbers, customer names or results that are not backed up anywhere. The versions are tested like any other copy, and the jury does not know where they come from.
| 99takes writes | 99takes does not write |
|---|---|
| Versions from objections, customer voices and research | Numbers, customer names or results without proof |
| Placeholders like [PROOF: minimum term] where proof is missing | The win in advance: the jury tests blind |
| Within your guardrails, such as banned words or no competitor names | Words or names you have ruled out |
| A note when a version comes from this very jury’s objections | The decision when the gap is within the noise: that one is yours |
From the draft to proof from the market.
Check against your audience
Two versions or a whole page, a score and an objection per persona.
Buyer simulation →Was the jury right?
Report what happened after launch. From ten decidable results there is a hit rate per jury.
Hit rate →How to test ad copy with AI without just confirming yourself: testing ad copy with AI.
Questions about challenger versions
What does it cost to have challenger versions written?
Depending on length and number, 4 to 18 credits; three versions of a headline cost about 6 credits. You pay for the versions that arrive. 99takes names the price before every job.
Does 99takes make up numbers or customer quotes?
No. A number that appears in none of the material is marked, for example as [check number: 20]. Where proof is missing, the copy says [PROOF: …]. You resolve these spots before the copy is tested or goes live.
Doesn’t a version win automatically if it was written from the jury’s objections?
That risk is real, and 99takes says so: when you test a version written from this very jury’s objections, the note sits above the result. The proof comes from the market, so report after launch which version won.
Can I set rules, such as banned words?
Yes. You name banned words, competitors that must not be mentioned and rules of your own. 99takes writes within them and rewrites a version that uses a banned word. If your audience asks for something your rule excludes, 99takes puts it to you as a decision.