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Guarantee stack

The W.P.A. Federal Music Project of New York City announces free music instruction - register now" poster

commons.wikimedia.orgpublic-domain-us

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

Read the pattern

Why it works

It clearly announces a highly desirable free offer in large type, while cleverly using the border of the poster to list all the specific subjects (piano, voice, violin, etc.) without cluttering the main message.

Steal this when

You have a strong central offer that applies to many different specific categories, and you want to display the variety without losing the punchiness of the main headline.

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