Testimonial lead

The pattern

This still is filed under Testimonial lead.

Define

The first voice on the page is a customer's. Proof arrives before the company's claim.

Mechanism

Borrowed voice. The lead sentence is already someone else's verdict. The seller speaks second.

Verdict

The result is easier to believe from a peer

Why it works

A large box is left almost empty, with four short lines in the middle, so on a page crowded with cinema listings and dense copy the eye goes straight to it. Each line is a rhymed saying credited to someone else, some say, another says, so the praise sounds like talk already going round town rather than the seller's claim. The rhymes, pure water and lawful drink, heals the sick and quenches thirst, protects the stomach and helps digestion, are easy to repeat and carry the name with them.

The big idea

Brieh is praised through four rhymed sayings passed from mouth to mouth: pure water and a lawful drink that heals, quenches thirst, guards the stomach and aids digestion.

The offer

Brieh water, named only. No price, size or address is given.

The proof

Four sayings credited to unnamed people, some say, another says. No names, figures or guarantees.

Lines from the ad

بريه ماء زلال ومشروب حلال

Brieh: pure water and a lawful drink

تبرى العليل وتروى الغليل

It cures the sick and quenches burning thirst

تصون معدتك وتحفظ صحتك

It protects your stomach and keeps you healthy

Steal this when

Use it when your audience values spoken wit and you can put short, rhymed praise into other people's mouths with plenty of white space around it.