De Stijl advertisement page: Maatschappij tot Verzekering van Uitgesloten Risico's
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 states a condition, not a product, so the reader agrees with it before any selling begins - the classic news lead, where the world changed and the offer is the consequence. Inside the body block the emphasis is made by letterspacing rather than by a second weight or a second face, so the named perils rise out of a solid paragraph without breaking its texture, and a reader who only scans picks up COMBINATIEVERZEKERING, BRAND, OPROER, WERKSTAKINGEN, OORLOGSDADEN. Setting the company name at headline size at the foot makes the long, forbidding legal name into the closing statement rather than fine print.
Steal this when
Steal this when something outside your control has changed - a regulation, a market, a risk - and your product is the sane response to it. Open on the change, name the new thing, and let the reader arrive at the purchase as a conclusion.