How "Reason-Why" Copy Dried Up a County
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
Case study.
Steal this when
Archiving.