Keepable trade card

The pattern

This still is filed under Keepable trade card.

Define

A small card people keep (pretty, useful, or collectible) that carries the brand after the encounter.

Mechanism

Retention object. The gift is the media. Recall is paid for by usefulness or delight, not by repetition.

Verdict

We can put a physical or digital keepable in someone's pocket and they will not throw it away.

Why it works

The plate is the argument: a man working a flat disc at a bench, two more at a belt-driven spindle frame, another turning a large wheel beside a long twisting bench, and through a wide doorway a second room with a loom. With every step staffed and running, the lettering only has to give the name and add that he 'also makes' gold, silver and silk cloth, because the picture has already shown he makes it himself. The busy room beyond the doorway tells the buyer the works go on past the edge of the frame.

The big idea

Show the whole works busy in one room, from the first bench to the loom, so buyers see that van Wylick makes his gold, silver and silk goods himself.

The offer

Gold, silver and silk fabrics of all kinds, made at Abraham van Wylick's works in Amsterdam. No prices or terms are given.

The proof

A demonstration: workers at every stage, a bench with a flat disc, a belt-driven spindle frame, a twisting wheel, and a loom running in a second room beyond.

Lines from the ad

Fabriek van ABRAHAM van WYLICK, tot Amsterdam.

Die ook Fabriceert allerhande Goude, Zilvere, en Zyde Stoffen.

Steal this when

When making it yourself is the real reason to buy, show every stage of the process in one frame with a person at each step, and let the words carry only the name and the range.