Pitching the media is hard. Journalists are bombarded with hundreds of emails every week — and only the most relevant, emotionally resonant stories get noticed.
So how do you make your pitch stand out?
That’s exactly what Kaplan wanted to figure out. He ran a smart A/B test by sending two different headlines for the same story to 100 media outlets, measuring which version generated the most responses.
The A/B Test:
✅ Headline A (Self-Focused):
“5 Simple Ways to Finally Stop Texting and Driving”
✅ Headline B (Other-Focused):
“How to Convince Your Kids to Never Text and Drive Again”
The Result?
- Headline B generated 350% more media responses than Headline A.
- That’s a 4.5x increase in engagement — just by changing the emotional focus of the message.
Why It Worked:
This A/B test revealed a powerful insight into human psychology — and media appeal:
People care more about protecting others (especially their children) than they do about fixing their own habits.
By reframing the same content as a parental concern, the story tapped into deep emotional resonance. It shifted from being about personal productivity or safety to being about family, protection, and legacy.
This emotional angle made the pitch more urgent, more compelling, and more shareable.
How You Can Apply This:
- Reframe your messaging from me-focused to you- or them-focused.
Especially if your topic relates to health, safety, education, or family. - Tap into protective instincts.
People are more motivated when the stakes involve loved ones, children, or communities. - A/B test emotional angles in outreach emails, subject lines, or ad copy.
Sometimes it’s not the what — it’s the who you’re doing it for that matters.
The Bottom Line:
Same content. Same goal. Different lens. Massive difference in response.
If you’re trying to get media coverage, user attention, or conversions — test how your message changes when it’s about others, not just the individual.