Builds curiosity.

Takes advantage of
the high readership captions get.

"New" creates a buzz. Builds interest.

Curiosity.

A short curiosity headline. Personifies how the

detector works. (Don't tell me you didn't just take a
big sniff!)

Further personifies the detector and builds curiosity.

The image juxtaposes the surrounding copy... it

looks plain and boring. Not "space age". Again,
builds curiosity.

Every element here works together to drive the

reader into the main body.
The Copy
(Part of) The Copy
It's proven. A fire and smoke detector saves lives, and if you want to own the very
best detector with computer circuitry and solid-state alarm, this advertisement is
important.

The new JS&A computerized fire and smoke detector is a breakthrough. The
unit's integrated circuit takes the dozens of other conventional detector
components and reduces them to only a few - a potentiometer, one capacitor, and
one LED warning light. With fewer components there's less chance of failure. And
the integrated circuit also interprets the content of the air and triggers the solid-
state alarm.

NEW SOLID-STATE ALARM

The new solid-state alarm replaces the electro-mechanical alarms on other fire
and smoke detectors. The big advantage here is its reliability, the very low power
drain and the loud sound. Your alarm will sound louder longer, use less battery
power, be more efficient and your single 9-volt battery will last much longer.

The JS&A alarm produces a loud 85db sound at a distance of ten feet with only 12
milliamps of current. With electromechanical alarms, it takes 75 milliamps to
produce an 85db sound or six times the power of the JS&A unit to do the same
job.

The most dramatic difference is the start-up power required to trigger the alarm.
In a standard smoke detector, the alarm requires approximately 300 milliamps
during start up. In the JS&A unit only 12 milliamps - or 25 times less power. Even
if your batteries are practically expired, the JS&A unit can still operate efficiently.

[...]

HIGH RELIABILITY

The JS&A smoke detector is so reliable that it passes the military performance
specification 880. Each unit is so thoroughly tested and “burned in” before it is
packaged that the unit also easily passes the most difficult UL217 test for fire and
smoke detectors. We designed the JS&A unit for quality. It is not the cheapest unit
on the market - but then we felt that reliability and confidence in an early
warning security system was more important than skimping to save a few
dollars.
 Main-Body Structure

1 - Commitment to Character - To create a more 'desirable' buyer.

2 - Introducing the Main Benefit - To lure the reader in.

3 - Features* - To prove the main benefit (reliability).

4 - Proof - To add believability.

5 - Differentiator - To reiterate the difference to competitor products.

6 - Ease of Installation - To overcome a big objection.

7 - Assurance - To give comfort and security to the prospects.

8 - Call to Action - To encourage sales/action.

*Each feature section has its own mini-structure. The crosshead states the
feature. Sugarman then explains the feature in more detail and continues to
explain how it benefits the reader. The features all work together and form
"proofs" for the main benefit of reliability.

Sugarman includes images to add credibility and give the reader everything
they need to know about the detector before they buy it. Note how the
images have longer captions and drive home the main benefit of reliability
(image captions have very high readership).
Section 1

Short sentence to get the reader moving.

Drives the importance of the product and gets

an acceptance/agreement early on. It also sets
the next clause up for more impact too.

It's proven. A fire and smoke detector saves lives, and if you want to
own the very best detector with computer circuitry and solid-state
alarm, this advertisement is important.

Who's going to admit they don't want the best detector? Nobody.
Sugarman plays on a psychological trait here. The reader makes a
commitment (that they want the best detector) and they have to act
inline with that commitment going forward. This creates a more
'desirable' buyer and makes it easier to sell.

It also creates a slight 'state of confusion'. This might be new territory

for the reader (wanting the best fire safety equipment). And in this
confusion, the reader's ability to think critically is lessened. They
trust convincing arguments more. This isn't to say Sugarman's
argument isn't already convincing, but the reader will believe them
with a lot more oomph than they would otherwise.
 Section 2
Having fewer components implies the detector is more reliable. The
comparison to a "conventional detector" also helps disqualify them.

Specifies the components for believability.

The new JS&A computerized fire and smoke detector is a

breakthrough. The unit's integrated circuit takes the dozens of other
conventional detector components and reduces them to only a few - a
potentiometer, one capacitor, and one LED warning light. With fewer
components there's less chance of failure. And the integrated circuit
also interprets the content of the air and triggers the solid-state
alarm.

Links into the next section.

Re-taps into the "human-ness". It gives the detector a brain and

personifies how it works. It allows the reader to imagine the detector
working in more detail. It makes the detector feel smart.

Repeats the previous implied message to send it home.

 (Part of) Section 3 Specifics for believability.
States the biggest advantage/expectation.
Brings the advantage into real-
Disqualifies competitors again. world terms. Easier to imagine.

An element of curiosity to push the reader on. We don't

know what a "solid-state alarm" actually means yet.

NEW SOLID-STATE ALARM

The new solid-state alarm replaces the electro-mechanical alarms on

other fire and smoke detectors. The big advantage here is its
reliability, the very low power drain and the loud sound. Your alarm
will sound louder longer, use less battery power, be more efficient
and your single 9-volt battery will last much longer.

The JS&A alarm produces a loud 85db sound at a distance of ten feet
with only 12 milliamps of current. With electromechanical alarms, it
takes 75 milliamps to produce an 85db sound or six times the power
of the JS&A unit to do the same job.

The most dramatic difference is the start-up power required to trigger

the alarm. In a standard smoke detector, the alarm requires
approximately 300 milliamps during start up. In the JS&A unit only 12
milliamps - or 25 times less power. Even if your batteries are
practically expired, the JS&A unit can still operate efficiently.

Brings the advantage into real-world terms.

Dramatises the advantage to (again)

disqualify competitor products.
Disqualifies competitors.

Repeats the same message but from comparative

Disqualifies competitors.
angle. Better for decision making.
 Section 4

The main benefit to lure the reader in.

"Easily" to dramatise.

Repeats the benefit.

Authoritative figure to borrow
credibility from. Makes the reliability
seem more impressive.

HIGH RELIABILITY

The JS&A smoke detector is so reliable that it passes the military

performance specification 880. Each unit is so thoroughly tested and
“burned in” before it is packaged that the unit also easily passes the
most difficult UL217 test for fire and smoke detectors. We designed
the JS&A unit for quality. It is not the cheapest unit on the market -
but then we felt that reliability and confidence in an early warning
security system was more important than skimping to save a few
dollars.

Again to prove/dramatise its reliability.

Prepares for a later objection.

Re-taps into the earlier character commitment. This disarms the

higher price point because the reader has already agreed they want
to best fire detector - and accepts the higher pricing.
Other Observations

Disqualification via Comparison

You probably noticed how many times Sugarman compares to (and
disqualifies) "conventional detectors". Our subconscious finds it much easier
to make a decision when comparing to something else. Our brains simplify it
down to 'good' or 'bad. Or 'weak' and 'strong', 'safe', 'dangerous' (etc, etc).

The regular comparisons constantly remind the reader that Sugarman's

detector is better than others on the market. And inline with the commitment
they've made to wanting the best, it'll be very hard to go back and choose a
"bad" detector.

Handling Objections
Although the analysis doesn't include all the objections, there are plenty in
the rest of the ad. Sugarman leaves no stone unturned. He overcomes each
one with proof.

Pay special attention to when he overcomes them - he anticipates when they'll

crop up in the reader's mind and answers them. As a result, it keeps the
reader moving and gives them no way of "saying no" to the detector. It makes
the ad very persausive.

Personification
Effective persuasion starts with what already exists in the mind of the reader
and builds on it. And there's nothing we know better (and can relate to more)
than how our own body works.

By personifying the detector, it involves the reader more. It encourages them

to imagine the detector in action. It makes the ad an experience. By doing so,
it helps sell the function (benefit) of the detector rather than the detector
itself.