This study analyses how Inspire and Dabiq seek to appeal to and radicalise English-speaking Muslims. It examines how each magazine strategically designs in-group, Other, crisis and solution constructs and interplays these via value-, dichotomy- and crisis-reinforcing narratives. This analysis also explores how narrative, imagery and counter-narrative messaging are used to shape reader's perceptions and polarise their support. While both magazines are dominated by narratives designed to empower its readers towards action, Inspire relies heavily on identity choice appeals while Dabiq tends to balance identity- and rational-choice messaging. This study concludes by identifying key lessons for counterterrorism strategic communications campaign and message design.