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 headline calls one reader by name, the hunting enthusiast, so he knows the ad is for him. It then stacks hard specifics: 12 bore, original Krupp steel, prices from 4 to 12 Egyptian pounds and a written 5 year guarantee on every gun, next to a large engraving of the open breech that lets him judge the workmanship himself. The guarantee answers the fear of buying an expensive imported gun from a magazine page.

The big idea

A rare chance for hunting enthusiasts: Belgian-made 12 bore shotguns in original Krupp steel at a big price cut, each backed by a five-year certificate.

The offer

De Marto Fastry hunting shotguns, 12 bore, reduced to between 4 and 12 Egyptian pounds. Enquiries to the sole agent, 1 Sesostris Street, Alexandria.

The proof

A written five-year guarantee certificate for every gun, original Krupp steel, a factory famous in Belgium, and a large engraving of the open breech.

Lines from the ad

الى غواة الصيد

To hunting enthusiasts

فرصة عظيمة وتنزيل هائل في اسعار بنادق الصيد

A great opportunity and a huge reduction in the prices of hunting guns

كل بندقية مضمونة بشهادة لمدة خمسة سنوات

Every gun is guaranteed by a certificate for five years

Steal this when

Use it when you sell a costly imported item to a niche buyer who wants specifics and a written guarantee before trusting a distant seller.

The emotion

Written to Regret. It makes the Say move.

A written five-year certificate on every gun lowers the cost of a wrong pick on a costly import seen only as an engraving, and the price cut, though billed a great opportunity, sets no deadline.