Guarantee stack

The pattern

This still is filed under Guarantee stack.

Define

Several guarantees, each aimed at a different reason not to buy, stacked so residual risk is named and removed.

Mechanism

Risk subtraction. One clause answers what if it breaks. Another answers what if I don't like it. The stack is the argument.

Verdict

The offer is unfamiliar or expensive

Why it works

The headline leads with German manufacture, the quality signal this reader already trusted, before the brand name appears. The photo shows a relaxed woman guiding fabric through the machine, and the copy backs it with one hard number: 117 kinds of sewing and embroidery done automatically. The right column then closes three objections in three short lines: guaranteed for life, free lessons, easy instalments.

The big idea

German engineering brings the newest sewing machine: an automatic Gritzner that works by itself and does 117 kinds of sewing and embroidery.

The offer

Gritzner automatic sewing machines, guaranteed for life, with free lessons and easy instalments. See them at sole agents Said Brothers and Partners, 33 Qasr al-Nil Street, Cairo, and 5 Talaat Harb Street, Alexandria.

The proof

German manufacture, the figure of 117 automatic stitch types, and a lifetime guarantee.

Lines from the ad

الصناعة الالمانية تقدم أحدث ماكينات الخياطة

German industry presents the newest sewing machines

تؤدى أوتوماتيكيا ١١٧ نوعا من أشغال الخياطة والتطريز

It automatically performs 117 kinds of sewing and embroidery work

مضمونة مدى الحياة

Guaranteed for life

Steal this when

Use it when you sell a durable machine to first-time buyers who worry about breakage, learning it, and paying for it all at once.

The emotion

Written to Regret. It makes the Say move.

'Guaranteed for life', free lessons and easy instalments remove the three costs of a wrong buy for a first machine: a breakdown, a machine nobody can work, and the full price paid at once.