Step-by-step playbook

The pattern

This still is filed under Step-by-step playbook.

Define

A numbered path through a process that used to feel like a fog.

Mechanism

Sequence as comfort. Numbering implies completeness and lowers the cost of starting. The last step is usually the offer.

Verdict

The buyer is blocked by complexity, not by desire.

Why it works

Tea was a hot drink, so the ad gives it a summer job: a frosted glass with ice, a lemon slice and a straw sits between a smiling man and woman under the line 'the best refreshing drink in summer'. It then removes the only obstacle, not knowing how, with a three-step recipe: brew it strong, pour it over crushed ice, add sugar and lemon or milk to taste. No brand is named because the aim is to sell more tea of any kind in the hot months.

The big idea

Tea can be the best cold drink of summer, and a three-step recipe under a frosted glass shows the reader how to make it tonight.

The offer

A home recipe: brew strong tea, pour it over crushed ice, then add sugar and lemon or milk to taste, using good tea from India, Ceylon, Java and Sumatra.

Lines from the ad

الشاى المثلج

Iced tea

خير المشروبات المنعشة فى فصل الصيف

The best refreshing drink in summer

الشاى الجيد وارد الهند وسيلان وجاوه وسومطرا

Good tea comes from India, Ceylon, Java and Sumatra

Steal this when

Use it when demand for your category drops in one season and a simple new way to use the product can fill the gap.

The emotion

Written to Desire. It does neither clearly.

A frosted glass with ice, lemon and a straw under 'the best refreshing drink in summer' makes cold tea wanted, and a three-step recipe shows how, but no brand, price or shop is named.