Scroll-Stopping Openers
Data Point Start
Leverages the anchoring effect. A specific number creates a reference point that makes everything after feel credible.
A data point start leads with a specific number — a statistic, a measurement, a result. The number creates an anchor in the viewer's mind, a concrete reference point that makes everything that follows feel more credible. Specificity is the brain's shortcut for truth.
Why This Works
The anchoring effect, demonstrated by Tversky and Kahneman, shows that the brain uses initial numbers as reference points for all subsequent evaluation. A specific data point creates a precision signal. The brain interprets precision as evidence that someone actually measured something, which triggers the credibility heuristic.
In Your Ads
Use data point starts when you have a genuinely compelling number. The number should be specific (not rounded), relevant to the viewer's world, and surprising enough to earn a second look. "The average brand wastes $4,271 per month on creative that never converts" is an anchor. "Brands waste money on ads" is not.
When This Breaks
When the number feels made up, is suspiciously round, or isn't connected to anything the viewer cares about, the anchor has no weight.
Example
"$847. That's what it costs the average D2C brand every time they launch an ad without testing the psychological framework first."
When To Use It
Use Data Point Start when your primary goal is stopping the scroll. This technique works in the first moments of a video ad, where you have roughly 2-3 seconds to earn the viewer's attention. It's the difference between being watched and being ignored.
Related Terms
Frequently Asked Questions
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