al-Malika al-Saghira silk shop ad, al-Kashkul 1928
American University in Cairo, Rare Books and Special Collections Library. al-Kashkul. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Reason-why.
Define
A specific reason the offer is priced, timed, or structured this way. Not a mood. A reason.
Mechanism
Justification. A concrete cause makes a claim feel earned. Because we overbought. Because the season ends Sunday.
Verdict
The price or the ask looks irregular
Why it works
The ad is a letter to 'the respected lady' signed by the management, so it reads as a personal note rather than a sales notice. It gives a reason she can check for the low prices: the shop is the depot of the Chatillon, Mouly and Roussel silk mills, so its prices are 'the factory's own' and cannot be beaten. It opens on the success of its first year and closes by saying that, once she visits, her only trouble will be choosing.
The big idea
The Little Queen is the depot of its own French silk mills, so it sells at factory prices and a visit leaves the lady torn only over what to choose.
The offer
A visit to the shop to see a varied new collection of the latest fabrics from its mills, at the factory's own prices.
The proof
It names itself the depot of the Chatillon, Mouly and Roussel silk mills in Lyon and other French towns, and cites the success of its first year in business.
Lines from the ad
محل الملكة الصغيرةThe Little Queen shop
أصحاب مصانع الحريرOwners of the silk mills
لانها نفس اسعار الفابريقةBecause they are the factory's own prices
Steal this when
When you sell direct from the maker and need to explain why your prices beat the shops without looking cheap.
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