- Opening
Strong and attention-grabbing.
Text on screen highlighting NYC's closed primaries.
Text advising viewers to join a party to vote.
Jeff Aron speaking at a public hearing, expressing opposition to party-switching tactics.
Crowd holding signs supporting open primaries.
Text overlay urging New Yorkers to vote in every election.
- setting
- Indoor hearing and outdoor protest scenes.
- on screen people
- Jeff Aron and a group of activists with signs.
- captions
- Text overlays throughout the video.
- text overlays
- Clear and prominent.
- music
- No music present.
- pace
- Moderate with smooth transitions.
- call to action
- Encourage all voters to participate in open primaries.
- visual variety
- Mix of speech, text, and protest footage.
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.