Frameworks · Craft · 193

"I" and "she", not "we"

Tie-breakers, not magic. Wording called the winner only 54% of the time.

SWe reviewed the research on it.Content that people actually watch

How to use it

First-person and named third-person stories won more headline tests; "we" lost, and questions read as least credible. These are tie-breakers, not magic: wording predicted the winner only 54% of the time.

How sure we are

S Evidence: strong. Large trials or many studies, pointing the same way.

Sources

Gligorić et al. 2023 (24,333 controlled headline pairs).

Not medical, legal or financial advice.

Put it to work

One framework a day, inside a system.

In The Ecosystem every framework comes with a daily action, a room that checks in, and the full library.

Join The Ecosystem — €29/mo Get the free roadmap

More craft frameworks

192 SName the problem, not the villainA negative title must resolve in a real fix, and be true.194 PEThe face is optional, the idea isn'tOne idea, readable on a phone. Test face against no face.191 SEPackage it, then let the audience voteThe winner is watch time, not clicks. Test again before it becomes a rule.195 POpen a specific gap, close it fastA specific promise, kept in the first 30 seconds.219 SSame codes, many facesCodes fixed for years. Formats always moving.221 SExpertise you can watch, trust you can checkShow the skill. Make the trust checkable.