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

The ad opens with a verdict in the audience's voice: a sentence everyone will shout, this is the most wonderful Egyptian film I have seen in my life. Only after that praise come the title, the writer-director Ezzel Dine Zulficar, and a strip of stills with captions, then a watchful dog and the opening date at the cinema at the foot, so the reader meets the reaction before the facts.

The big idea

Tell the reader in advance what the whole audience will say on leaving: this is the most wonderful Egyptian film I have seen in my life.

The offer

The film Asir al-Zalam, written and directed by Ezzel Dine Zulficar, opening Monday 3 February at Cinema Kursaal in Cairo. Produced by Aflam al-Fagr, distributed by Nahhas Film.

The proof

The named writer-director and three stills with teaser captions. The audience verdict is a prediction, not a quote from real viewers.

Lines from the ad

جملة سيهتف بها الجميع

A sentence everyone will shout

هذا أروع فيلم مصري شاهدته في حياتي

This is the most wonderful Egyptian film I have seen in my life

العين الساهرة التى لا تغفل

The watchful eye that never dozes

Steal this when

Use it when you are launching something people have not tried yet and you want the first line to sound like the reaction you expect.

The emotion

Written to Excitement. It makes the Say move.

It opens on the reaction the reader is promised, a whole audience shouting this is the most wonderful Egyptian film, and closes with the opening date, Monday 3 February, at Cinema Kursaal.