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

A man in a suit bends and grips his hip while leaning on a chair, and beside him stand a tall Spirosal bottle and an Aspirin pack drawn almost his size, so the cure looks as big as the pain. The copy is a routine the reader can follow: if you want a full cure, take the genuine tablets in the pink-banded box at once, then rub the sore part with the solution. Naming the box colour teaches the buyer to spot the real pack on the shelf.

The big idea

For a full cure of rheumatism, take genuine Aspirin at once and then rub on Spirosal, and the pain goes quickly.

The offer

Genuine Aspirin tablets in the pack with the pink band, taken at once, followed by Spirosal solution rubbed on the sore part.

The proof

The Bayer cross on the seal, the Aspirine box and the Spirosal bottle, whose label reads Rhumatismes.

Lines from the ad

آلام الروماتزم

Rheumatic pains

أقراص الاسبيرين

Aspirin tablets

فان الآلام تزول بعد ذلك سريعا

And the pains then go quickly

Steal this when

Use it when a problem needs two products used in order and the buyer must recognise the genuine pack.

The emotion

Written to Relief. It makes the Avoid mistake.

Drawing the Spirosal bottle and Aspirin pack almost as tall as the man gripping his hip makes the cure look as big as the pain, yet 'the pains then go quickly' stays unbacked.