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

The car is drawn at a dramatic low angle so it looks long and fast, and the name carries the number 72, which the copy then explains is its speed in miles an hour. The bullet list compares it with the famous Chrysler 70 point by point: longer, bigger, faster, six cylinders, hydraulic brakes, so a buyer who respected the old model is told this one beats it. It ends by sending him to a dealer to try the car himself with no charge or condition.

The big idea

The new Chrysler 72 is longer, bigger, faster and stronger than the famous Chrysler 70, and any dealer will let the buyer prove it on a free drive.

The offer

Go to a Chrysler dealer and try the car yourself at no charge and with no restriction or condition. The Chrysler 80, 62 and 52 are also offered, via the Automobile Imports Company, Alexandria.

The proof

Six cylinders on rubber mounts, a seven-bearing crankshaft with counterweights against noise, 72 miles an hour, a longer wheelbase and hydraulic brakes, set against the Chrysler 70.

Lines from the ad

كريزلر ٧٢ التي يحبها الجميع

The Chrysler 72 that everyone loves

أطول وأكبر وأسرع وأقوى من كريزلر ٧٠ الشهيرة

Longer, bigger, faster and stronger than the famous Chrysler 70

اذهب الى عميل كريزلر وجرب السيارة بنفسك بلا مقابل أو قيد أو شرط

Go to a Chrysler dealer and try the car yourself, free, with no restriction or condition

Steal this when

Use it when you launch a new version of a known product and can show, spec by spec, how it beats the one people already trust.

The emotion

Written to Regret. It makes the Say move.

Having claimed the 72 is longer, bigger, faster and stronger than the famous Chrysler 70, it sends the buyer to any dealer to prove it on a free drive with no condition before switching.