Risk reversal | BMD Marketing Library
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Seed

Seed Risk reversal

risk-reversal

Define

The cost of being wrong moves from the buyer to the seller. The buyer can try. The seller eats the failure.

Mechanism

Inverse risk. A trial, a refund, a pay-after-it-works clause. Distinct from a guarantee stack: here the whole bet is flipped, not itemized.

Verdict

The main objection is what if it does not work for me, and fulfillment can absorb the miss.

Don't

Returns would sink us, or the product is consumed on first use. A reversal we cannot pay is a lie.

Copy skeleton

Try [OFFER] for [PERIOD].

If [FAILURE CONDITION], [REVERSE: refund / stop / pay nothing].

You keep [WHAT THEY KEEP].

[ASK]

Gulf note

Name who pays if it fails. Pair with cash-on-delivery when a refund is culturally or operationally weak. A reversal without a desk behind it is a slogan.

All 64 patterns

Rights-cleared examples

Little Leather Library Corporation ad, Judge magazine Feb 26, 1921

Little Leather Library Corporation ad, Judge magazine Feb 26, 1921

commons.wikimedia.org public-domain-us
Ontario Immigration Poster

Ontario Immigration Poster

commons.wikimedia.org public-domain-us
The preamble, to be subscribed by all persons who shall become adventurers in a national joynt stock for the trade to East India 1698

The preamble, to be subscribed by all persons who shall become adventurers in a national joynt stock for the trade to East India 1698

commons.wikimedia.org public-domain-us
Baltimore Bargain House Clothing Sales Catalog, Spring and Summer 1901 (cover)

Baltimore Bargain House Clothing Sales Catalog, Spring and Summer 1901 (cover)

thehenryford.org public-domain-us

Open source

A Visit to Sears, Roebuck and Co. (promotional booklet)

archive.org public-domain-us

Open source

Montgomery Ward & Co. Catalogue No. 104, Spring and Summer 1926

archive.org public-domain-us

Open source

Roycroft Leather-Book: A Catalog of Beautiful Leathern Things

archive.org public-domain-us

Open source

Safe Advertising: Let the Thousands Decide What the Millions Will Want

archive.org public-domain-us

Open source

The Larkin Idea, October 1899

archive.org public-domain-us

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