- Opening
Personal and credible introduction.
A group of people in a meeting room, some waving and clapping.
A person casting a vote at a polling station.
The 'Courageous Colorado' logo on a yellow background.
- setting
- Indoor, meeting room and polling station.
- on screen people
- A man in a suit, a group of people, a voter.
- captions
- Yes, overlaid on the man's speech.
- text overlays
- Yes, during the man's speech and the logo display.
- music
- Not applicable, no audio.
- pace
- Moderate, with clear transitions between scenes.
- call to action
- Implicit, through the discussion of open primaries.
- visual variety
- Moderate, with different scenes and text overlays.
1.9×Clicks, best headline over worst
12,256Headline tests
Carries a number19.1% of winners · 17.2% of losers
Starts with “This” or “These”6.8% of winners · 5.8% of losers
Asks a question14.2% of winners · 18.2% of losers
Says “you” or “your”25.3% of winners · 25.3% of losers
Quotes someone1.2% of winners · 1.2% of losers
Shouts a word in capitals5.1% of winners · 6% of losers
Starts with “What”, “Why” or “How”6.3% of winners · 8.3% of losers
Says “watch”, “see” or “listen”8.2% of winners · 6.7% of losers
Trails off or breaks midline4.6% of winners · 4.9% of losers
First person: “I” or “my”14% of winners · 12% of losers
The same story under different headlines, shown at random, 2013–2015.