If-then promise | BMD Marketing Library
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Seed

Seed If-then promise

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

Contingent claim. 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 doing the work.

Don't

The condition is vague, or the result cannot be checked. An untestable if-then is a wish.

Copy skeleton

If you [ACTION / CONDITION],

then [RESULT] within [TIME],

or [CONSEQUENCE / GUARANTEE].

[ASK]

Gulf note

Write the if and the then in the register the buyer already uses. Name who honors the clause. A promise without a named party is decoration.

All 64 patterns

Rights-cleared examples

Charles Atlas 'Dynamic Tension' ad, Weird Tales September 1941

Charles Atlas 'Dynamic Tension' ad, Weird Tales September 1941

commons.wikimedia.org public-domain-us
Charles Atlas 'Insult that made a man out of Mac' comic ad page, The Black Terror #12 p.36

Charles Atlas 'Insult that made a man out of Mac' comic ad page, The Black Terror #12 p.36

commons.wikimedia.org public-domain-us
Charles Atlas comic-strip ad, Slave Girl Comics #2 p.51

Charles Atlas comic-strip ad, Slave Girl Comics #2 p.51

commons.wikimedia.org public-domain-us
-his sore throat may be yours tomorrow!

-his sore throat may be yours tomorrow!

idn.duke.edu public-domain-us
A Frank Confession" Gillette statement ad, The New York Times 15 Feb 1932

A Frank Confession" Gillette statement ad, The New York Times 15 Feb 1932

commons.wikimedia.org public-domain-us
Again She Orders - 'A Chicken Salad, Please'" - Book of Etiquette (Screenland, March 1924)

Again She Orders - 'A Chicken Salad, Please'" - Book of Etiquette (Screenland, March 1924)

archive.org public-domain-us
An Old Man at Fifty, A Young Man at Seventy" by V. O. Schwab, Sanford Bennett book ad, The Outlook May 29, 1918 (leaf 32)

An Old Man at Fifty, A Young Man at Seventy" by V. O. Schwab, Sanford Bennett book ad, The Outlook May 29, 1918 (leaf 32)

archive.org public-domain-us
Bell Telephone System ad featuring clown Emmett Kelly, American Legion Magazine September 1949

Bell Telephone System ad featuring clown Emmett Kelly, American Legion Magazine September 1949

commons.wikimedia.org public-domain-us
Charles Leroux flyer

Charles Leroux flyer

commons.wikimedia.org public-domain-us
De Stijl advertisement page: Maatschappij tot Verzekering van Uitgesloten Risico's

De Stijl advertisement page: Maatschappij tot Verzekering van Uitgesloten Risico's

commons.wikimedia.org public-domain-us
Do You Make These Mistakes in English?" - Sherwin Cody School of English (Mid-Week Pictorial, Dec 7 1929)

Do You Make These Mistakes in English?" - Sherwin Cody School of English (Mid-Week Pictorial, Dec 7 1929)

archive.org public-domain-us
Do You Make These Mistakes in English?" Sherwin Cody School ad, The Mentor January 1922 (leaf 41)

Do You Make These Mistakes in English?" Sherwin Cody School ad, The Mentor January 1922 (leaf 41)

archive.org public-domain-us

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