- Opening
Engaging visual to introduce the topic.
Man in suit and tie in office setting discussing independent voter data.
Close-up shots of political pins and earrings.
Voters at polling booths.
Split-screen showing voters at booths and a man filling out a ballot.
Man in suit and tie continuing to speak in office setting.
- setting
- Office and polling booths
- on screen people
- Man in suit and tie, voters at booths
- captions
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- text overlays
- Various text overlays with data and statistics
- music
- Not applicable (no audio)
- pace
- Moderate
- call to action
- Not explicitly stated
- visual variety
- Mix of close-ups, split-screen, and wide shots
1.9×Clicks, best headline over worst
12,256Headline tests
Asks a question14.2% of winners · 18.2% of losers
Carries a number19.1% of winners · 17.2% of losers
Starts with “This” or “These”6.8% of winners · 5.8% 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.