- Opening
Engaging and informative
Two individuals at a table with microphones
Pie chart displaying 88% of influence
Magnifying glass highlighting 10% of voters
Four people at a table with a Foucault pendulum
Text overlay emphasizing election reform and candidate incentives
- setting
- Indoor studio with professional lighting
- on screen people
- Four people, two in initial scene, four in later scene
- captions
- Present, synchronized with speech
- text overlays
- Dynamic, showing statistics and key phrases
- music
- Subtle background track, non-intrusive
- pace
- Moderate, with clear transitions
- call to action
- Implied: support election reform for stable governance
- visual variety
- High, with graphics, people, and symbolic visuals
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.