Exhibit in the column

The pattern

This still is filed under Exhibit in the column.

Define

An image is dropped into the column of type so the reader meets picture and argument in one scan.

Mechanism

In-flow exhibit. The figure is not a separate see fig. 2. It starts the paragraph. Eye and mind start together.

Verdict

Long copy must show as well as tell: a product cutaway, a before/after, a map in the story.

Why it works

Beside the copy runs a strip of three small engineering drawings, each with one plain claim: a rear axle strong enough for the heaviest loads, a valve-in-head engine, and brakes on all four wheels. The trader gets mechanical proof in the margin while the text talks about faster deliveries and bigger profits. The close asks him to let the dealer take him out on the road, so the last step is a test, not a purchase.

The big idea

A Chevrolet delivery truck costs little to run and does a lot of work, so the trader covers more ground, takes on more jobs and delivers on time.

The offer

Chevrolet delivery trucks: 1 to 1.5 ton model at 147 Egyptian pounds, half-ton model at 120 Egyptian pounds. Ask the Chevrolet dealer for a road trial; dealers across the country.

The proof

Proven useful by the testimony of thousands of people, and engineers praise its valve-in-head engine and strong rear axle. Three drawings show the rear axle, the engine and the four-wheel brakes.

Lines from the ad

قليلة النفقات وكثيرة العمل

Low in cost and big on work

سيارة نقل اقتصادية وسريعة توسع اعمالك وتزيد ارباحك

An economical, fast truck that widens your business and raises your profits

اطلب من وكيل شفروليه ان يجرب بك في الطريق احدى سيارات شفروليه للنقل

Ask the Chevrolet dealer to take you out on the road in a Chevrolet truck

Steal this when

Use it when a technical buyer needs to see the parts that justify the claim, and you can end with a low-risk trial instead of a hard close.

The emotion

Written to Hope. It makes the Say move.

The growth it promises, more ground, more jobs, bigger profits, comes with a path: three drawings of axle, engine and brakes, printed prices, and a road trial with the dealer before any purchase.