The most interesting part to me is the effect of wording in the Facebook ad. I wish they'd said how strong the effect is: "they compared two versions of Facebo

The most interesting part to me is the effect of wording in the Facebook ad. I wish they'd said how strong the effect is: "they compared two versions of Facebook ads for a real stand-up comedian. In the first version, critics said "he is the next big thing" and "everybody's talking about him." In the second version, critics said he "could be the next big thing," and that "in a year, everybody could be talking about him." The ad that focused on his potential got significantly more clicks and likes."