- Opening
Engaging and professional.
Man in a suit speaking at a TED event.
Man in a blue jacket speaking in an interview.
Man in a suit walking on a red stage.
Man with glasses speaking in an interview.
Woman in a red suit walking in a hallway.
Close-up of a man with a serious expression.
Map of Alaska with red and blue regions.
Woman in a red suit speaking at a podium.
Woman in a blue shirt smiling at a rally.
Table showing voting results.
Man in a suit speaking in an interview.
Man with glasses speaking in an interview.
Man in a suit speaking in an interview.
- setting
- TED stage and interview settings with varied backgrounds.
- on screen people
- Multiple individuals, including a main speaker and supporting figures.
- captions
- Text overlays appear during key points in the speech.
- text overlays
- Highlighted statistics and reform concepts.
- music
- Subtle background music enhances tone without overpowering speech.
- pace
- Moderate to fast, with dynamic shifts to emphasize key ideas.
- call to action
- Encourages viewers to support electoral reform and vote for change.
- visual variety
- Mix of speaking shots, maps, tables, and crowd scenes.
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.