- Opening
Engaging and personal.
Woman speaking to the camera.
Text about the 2020 election and primaries.
Cardboard map of the United States with voting information.
Close-up of a ballot paper.
Woman explaining the impact of primaries and ranked choice voting.
Animation of money being thrown into a ballot box, followed by woman discussing the influence of money in politics.
Text questioning who controls voting rules: donors or voters?
Final frame with call to action about voting reform.
- setting
- Simple indoor backdrop with minimal props.
- on screen people
- One woman speaking directly to the camera.
- captions
- Text appears on screen to emphasize key points.
- text overlays
- Dynamic text overlays explain voting concepts.
- music
- Subtle background music with rising intensity.
- pace
- Moderate to fast, with increasing urgency.
- call to action
- Encourages viewers to consider the role of money in elections.
- visual variety
- Mix of close-ups, animations, and text overlays.
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.