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 opening line promises men and women alike their natural hair colour back in thirty minutes, a concrete result with a clock on it. The copy then removes each fear in turn: it does not harm the hair, the shade cannot be told from natural, and sea bathing, curling tongs and sweat do not shift it. A calm drawn portrait of a woman with glossy waves shows the finish, and the offer of instructions in English, Arabic or French lets the shy buyer dye at home instead of asking a barber.

The big idea

Men and women alike can have their natural hair colour back in thirty minutes, in a shade no one can tell from the real thing.

The offer

Inecto Rapid hair dye in 18 shades, sold in major pharmacies. Ask your barber, or ask for home-use instructions in English, Arabic or French. Agents: J. Charles David and Brother, Cairo.

The proof

Made by Rapidol Ltd of 23 Dover Street, London, and said to be the dye used by the most famous hair-dyeing specialists.

Lines from the ad

انيكتو - رابيد

Inecto Rapid

الرجال والنساء على السواء بإمكانهم استعادة لون شعرهم الطبيعي بعد ثلاثين دقيقة

Men and women alike can restore their natural hair colour after thirty minutes

أعظم اكتشاف عصري في مستحضرات الجمال (التواليت)

The greatest modern discovery in beauty preparations (toiletries)

Steal this when

Use it when the buyer fears a visible failure and you can answer each fear with one short, checkable line.

The emotion

Written to Anxiety. It makes the Say move.

It says what happens, natural colour back in thirty minutes, then names each way it could fail, harm to the hair, a shade that shows, sea bathing, curling tongs, sweat, and answers each.