Question headline

The pattern

This still is filed under Question headline.

Define

The first line is a question the reader was already asking, or one they cannot leave unanswered.

Mechanism

Open loop plus recognition. A good question is the reader's objection, spoken first by us.

Verdict

We know the real objection and can answer it in the next breath.

Why it works

The ad opens with a question to readers who may have just seen the first issue, which assumes they did and asks them to judge it. The title is drawn huge in calligraphy inside an ornamental frame, and a line below calls it the sister of al-Lataif, made for women but holding what matters to men, out every Wednesday without a break. Borrowing the trust readers already have in the parent magazine is the whole launch plan.

The big idea

al-Arousa is the new sister of al-Lataif al-Musawwarah, made for women yet holding what interests men, and it will now be there every Wednesday.

The offer

al-Arousa magazine: 16 pages illustrated with pictures, price 10 milliemes. The first issue came out last Wednesday, and it will appear every Wednesday without a break.

The proof

Its tie to a title readers already know: it is announced as the sister of al-Lataif al-Musawwarah.

Lines from the ad

هل اعجبك العدد الأول من مجلتنا

Did you like the first issue of our magazine

شقيقة اللطائف المصورة خصيصة للسيدات وفيها كل ما يهم الرجال

Sister of al-Lataif al-Musawwarah, made for women and holding all that interests men

وستصدر بدون انقطاع كل يوم أربعاء

And it will appear without a break every Wednesday

Steal this when

Use it when you launch a second product to an audience that already trusts your first one and you want them to try it on a fixed schedule.

The emotion

Written to Trust. It makes the Say move.

It borrows readers' trust in al-Lataif by calling al-Arousa its sister, then asks only a small, reliable start: 16 illustrated pages for 10 milliemes, every Wednesday without a break.