Kaplan A/B tested different positioning of the same story to different journalists.
He sent 2 different headlines to 100 media outlets:
#1. 5 Simple Ways to Finally Stop Texting and Driving
#2. How to Convince Your Kids to Never Text and Drive Again
The conversion rate was 350% higher for #2.
Looks like people care much less about themselves than about their kids.
Looks like if we repurpose the same message but from the view of a parent trying to convince his child, there is a big chance to convince 4.5 times more people.
Source: www.postplanner.com
