Printers' Ink - issue of 1912-01-04 (Vol 78, Iss 1)
The pattern
This still is filed under Lettered cover hook.
Define
The cover is the hook, and the hook is lettering: a title treated as an image.
Mechanism
Type as bait. The words are drawn so they stop the hand before the contents are known.
Verdict
A journal, book, or issue must sell itself on a rack or a feed
Why it works
It empathizes with the business owner's hesitation: advertising seems difficult and expensive. By acknowledging the limitations while emphasizing the necessity, the agency builds trust and positions itself as a safe, experienced guide.
Steal this when
You are selling to an audience that knows they need your service but is intimidated by the cost and uncertainty of it.
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