Risk reversal

The pattern

This still is filed under Risk reversal.

Define

The cost of being wrong moves from the buyer to the seller. The buyer can try. The seller eats the failure.

Mechanism

Inverse risk. A trial, a refund, a pay-after-it-works clause. Distinct from a guarantee stack: here the whole bet is flipped, not itemized.

Verdict

The main objection is what if it does not work for me

Why it works

A drawn hand brushes polish from the bottle onto a nail, so the reader sees the product at work before any copy. The subhead answers the two known faults of liquid polish, 'does not crack and does not wear off', and the list backs it with a full week of wear and no special remover. The coupon then asks only 5 piastres in stamps for a three-item trial set, so the first try costs very little.

The big idea

Cutex liquid polish gives a fine, lasting shine that neither cracks nor wears off, and 5 piastres in stamps brings a three-piece trial kit by post.

The offer

Cutex polish at all pharmacies, also in two complete manicure sets. Mail the coupon with 5 piastres in stamps to P. S. Palmer, PO Box 535, Cairo, for a three-item trial set.

The proof

A list of checkable claims: spreads in a thin even coat, gives a smooth shine, lasts a full week, needs no special remover, and follows the Paris fashion.

Lines from the ad

لمعة جميلة رقيقة وثابتة

A beautiful, delicate and lasting shine

سائل لتلميع الاظافر لا يشقق ولا يزول

A liquid nail polish that does not crack or wear off

ارسلي هذا الكوبون بالبريد اليوم مع ٥ قروش

Send this coupon by post today with 5 piastres

Steal this when

Use it when a product asks people to change a routine and you can post them a cheap trial kit that answers their fear of it failing.

The emotion

Written to Desire. It makes the Say move.

A drawn hand brushing polish onto a nail shows the shine in the making, and the coupon states exact terms: 5 piastres in stamps to PO Box 535, Cairo, for a three-item set.