Mark as compressed claim

The pattern

This still is filed under Mark as compressed claim.

Define

The mark itself is the sentence: a monogram, a seal, a device that already means the claim.

Mechanism

Compression. Years of use, or a very sharp first use, load the device so it can appear without copy.

Verdict

The mark is already loaded, or we will spend to load it

Why it works

The name carries the claim: "Stop" in quotation marks tells the sufferer what the device does, and DRGM beside it adds the weight of a registered German utility model. The poster never shows the device; it shows the customer, a bespectacled official at his high desk with face, hands and waistcoat printed in hot vermilion so he looks flushed, and a single line names who it is for: "Unentbehrlich für jeden Hämorrhoidalleidenden."

The big idea

A device named "Stop" that no haemorrhoid sufferer can do without, sold through a picture of the flushed, desk-bound official who needs it rather than the product.

The offer

The "Stop" device for haemorrhoid sufferers, marked DRGM as a registered German utility model; no price, dealer or terms given.

The proof

The DRGM mark beside the name, showing the device is registered as a German utility model.

Lines from the ad

„Stop” DRGM

Unentbehrlich für jeden Hämorrhoidalleidenden

Steal this when

When a product is awkward to show, and a one-word name can state what it does while a picture of the typical customer does the targeting.

The emotion

Written to Relief. It makes the Avoid mistake.

The one-word name 'Stop' and 'indispensable for every haemorrhoid sufferer' promise relief backed only by a DRGM registration mark, with no user's words, demonstration or even the device shown.