If-then promise

The pattern

This still is filed under If-then promise.

Define

A conditional contract: if you do this, you get that. The sentence can be tested against the reader's own case.

Mechanism

Specificity does the persuading. The if names the action. The then names the outcome. Hedging kills it.

Verdict

We can name both the action and the result without adjectives

Why it works

The headline is a single number a radio owner can test at home: switch on and hear sound in seven seconds, when valves of the time took long to warm up. The copy then answers the two other buying questions, it lasts long and it fits every American radio set, and the huge ARCTURUS in Latin letters lets the buyer ask for it by the name printed on the box. On a crowded page of small boxes, the large type and white space make it the one ad the eye lands on.

The big idea

Arcturus valves bring in sound within seven seconds, a single number the radio owner can time the first evening he fits one.

The offer

Arcturus blue radio valves, long-lasting and suited to every American radio set, sold everywhere through the agents named at the foot.

The proof

One testable number, sound in seven seconds, plus the claim of long life.

Lines from the ad

تستقبل الصوت في سبعة ثوانى

Receives the sound in seven seconds

اللمبة الزرقاء الطويلة العمر

The long-life blue valve

الصالحة لكل جهاز راديو امريكانى

Suited to every American radio set

Steal this when

Use it when your product beats rivals on one measurable wait time or speed and the reader can check that number himself.

The emotion

Written to Boredom. It makes the Say move.

Among a page of small boxes, the headline gives one number a radio owner can time himself on the first evening: Arcturus valves bring in sound within seven seconds.