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 small copy hands the reader a checklist before naming the firm: when you choose an insurer, make sure it is solvent, secure, well regarded and easy to deal with. Each item answers a separate fear about insurance companies, and the next line claims all four in their fullest sense. The firm's name then runs across a wide ribbon banner, so the reader leaves with the checklist and the name tied together.

The big idea

Before naming itself, the firm hands the reader four tests for any insurer, solvent, secure, well regarded, easy to deal with, then claims to pass all four.

The offer

All classes of insurance from Macdonald and Co., 3 Qattawi Bey Street, Cairo.

Lines from the ad

مكدونالد وشركاه لعموم التأمينات

Macdonald and Co., for all classes of insurance

عندما تشرع في اختيار شركة تأمين تأكد من أنها مليئة مضمونة حسنة السمعة سهلة المعاملة

When you set out to choose an insurance company, make sure it is solvent, secure, well regarded and easy to deal with

ولا شك في أن شركتنا تتمتع بجميع هذه المزايا بأوسع معانيها

And there is no doubt that our company enjoys all these qualities in their fullest sense

Steal this when

Use it in a trust-heavy category where buyers fear being let down, and you can name the buying criteria before claiming to meet them.

The emotion

Written to Trust. It makes the Avoid mistake.

It hands the reader four tests for any insurer, then declares with no doubt that it passes all four, offering no figure or record a reader could check.