"Do you have a drilling with claw mounts and you'd like to change the scope, but the price is just too high?"
Erm, yes, could well be actually, how did you know? And what do you suggest?
"We have the optimal economic solution for you! Ask your gunsmith or us directly for more information on the different ways of modernising your gun".
OK, so the choice of illustration is weird, but then in a hunting magazine, it actually stands out (this is from Le Chasseur Francais). And you know what? If I stumble across the money, I will indeed call Ernst Apel. And while I'm at it, I'll also ask to speak to the marketing guy to congratulate him. No reams of technical nonsense here, just a solution to a user problem. Nice work.
Here's what they actually have in mind: http://www.eaw.de/assets/files/2014/27_EM_allg.pdf