LAW 1
LET THE WIFE SPEAK
Personal_note hooks (spouse intro) achieve Yield Index 1.29 vs 1.12 for direct_ask. 4/5 top winners use this format.
⚠️ Breaks when officer has public credibility issues or emotional appeal is overused on same segment.
"😭 [firstname], this is Kimberly, Chance's wife. I am BEGGING you." — Cr-297, YI 1.91, 31 polls
LAW 2
URGENCY IS NON-NEGOTIABLE
90% of polls include urgency words. Non-urgent creatives average 0.48 YI vs 1.33 for urgent.
⚠️ Breaks when urgency claims become obviously false after repeated use.
"His trial is just weeks away, and we're terrified. We need immediate help" — Cr-270
LAW 3
CRISIS > POLICY
Crisis_alert hooks achieve highest avg Yield Index (1.69) but only 4.5% of volume.
⚠️ Breaks when crisis isn't credibly imminent. "BREAKING" requires genuine news.
Crisis hooks consistently outperform policy-focused messaging.
LAW 4
LONG FORM ENABLES STORY
Long (320+ char) messages achieve YI 1.30 vs 1.03 for Short. 89% of T1 is Long.
⚠️ Breaks when padded without purpose. Length works because it enables story arc.
Multi-paragraph family appeals outperform truncated versions.
LAW 5
NAME THE VILLAIN, NAME THE VICTIM
"George Soros" achieves YI 1.58 (n=4). Humanized officers outperform abstract references.
⚠️ Breaks when villain reference feels forced or disconnected from case.
"a DA funded by George Soros' agenda" — Cr-207, YI 2.39
LAW 6
FIRST PERSON, FIRST POSITION
97% of polls use first-person perspective. Personal voice consistently wins.
⚠️ Breaks when purported author lacks credibility or readers question authenticity.
"I'm reaching out with a mother's plea for justice"
LAW 7
CHILDREN MAKE IT CONCRETE
"Young son", "babies", "children" appear in top performers consistently.
⚠️ Breaks when children references feel exploitative.
"There's a 6-year-old who sets an empty plate every night" — Cr-409, YI 2.14
LAW 8
QUIET KILLERS ARE UNDER-EXPLOITED
Cr-199 achieved YI 2.73 on only 2 polls. Cr-409 achieved 2.14 on 2 polls. Both should scale.
⚠️ Breaks when initial performance was timing-dependent (holiday giving).
"This is a letter from a tormented mother" — Cr-199, only $5,585 raised due to limited deployment
LAW 9
THURSDAY-FRIDAY OUTPERFORMS
Thursday (2.27 avg YI) and Friday (1.54) beat Wednesday (0.41) and Tuesday (0.82).
⚠️ Breaks during holiday weeks or major news events.
35 polls on Friday at 1.54 YI vs 22 on Wednesday at 0.41 YI
LAW 10
SCALE WINNERS FAST, KILL LOSERS FASTER
Only 1 creative reached Evergreen. Cr-207b scaled to 6 polls despite -0.30 YI.
⚠️ Breaks when operational constraints prevent rapid scaling.
Cr-297 scaled to 31 polls, still profitable. Should have killed Cr-207b earlier.