350% more responses from media (A/B test)

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/do-it-yourself-pr-tips-to-get-your-brand-on-cnn/