It takes effort to move a mouse, point the arrow toward a headline, and click down on a button. As a writer, I know this is true–I search on Google and read headlines all day, and I write headlines like the one above that will hopefully make you interested.
The catch? We’re all inundated with many other headlines, so there has to be just enough information to make you slightly curious. And, you’re savvy enough to know when a headline is really just a ploy–a trick that’s only a level or two above an ant trap. On the web these days, headlines are all about a demonstration of perceived value. You won’t click unless it seems like there will be an obvious reward and the click will be worth your time.