Problem-agitate-solve

The pattern

This still is filed under Problem-agitate-solve.

Define

Name the problem, make the cost of leaving it felt, then present the way out as relief.

Mechanism

Tension then release. The offer is not an interruption. It is the only door once the cost of staying is clear.

Verdict

The problem is known but not yet urgent

Why it works

It uses a classic 'with/without' visual comparison that instantly communicates the devastating problem (Dust Bowl erosion) and the simple, natural solution (trees). The copy then lists both rational (save moisture) and emotional (comfort and happiness) benefits.

The big idea

The same stretch of plains shown twice: with belts of trees the farm is green and whole, without them it is half buried in blowing soil.

The offer

Write the Director, Prairie States Forestry Project, Lincoln, Nebraska.

The proof

The U.S. Forest Service shield beside the project name, and a side-by-side picture of the same land with and without tree belts.

Lines from the ad

PLAINS FARMS NEED TREES

TREES PREVENT WIND EROSION

CONTRIBUTE TO HUMAN COMFORT AND HAPPINESS

Steal this when

You have a stark contrast between the current painful reality and the future state you are offering, and a simple mechanism to get there.

The emotion

Written to Hope. It makes the Say move.

Beside the same land half buried in blowing soil, it shows the green farm that tree belts allow, says how, by stopping wind erosion, and gives one step: write the Prairie States Forestry Project.