- Opening
Engaging and clear.
The man speaks directly to the camera, gesturing with his hands.
He explains partisan primaries and the limitations of current systems.
He introduces the concept of an open, nonpartisan primary with broad voter access.
He emphasizes the importance of candidates engaging with diverse voters beyond party extremes.
He concludes with a final gesture, reinforcing the core message.
- setting
- Wooden backdrop with soundproofing panels and an American flag.
- on screen people
- One man in a baseball cap and suit.
- captions
- No captions visible.
- text overlays
- OpenPrimaries.org displayed at the bottom of the screen.
- music
- No music heard.
- pace
- Moderate pace, with consistent speaking and gesturing.
- call to action
- No explicit call to action observed.
- visual variety
- Limited visual variety, focusing on the speaker.
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.