1. First, nobody likes people who try too hard. And a good eye-catching headline, such as, “Did Michael Jackson Secretly Confess to Janet That He Was Guilty?” or my favorite one from LinkedIn of late, “10 Reasons You Should Quit Your Job in 2014”, these types of headlines that really beg the reader to point-and-click reek of strong cologne before a big date. Rather than trying too hard, it’s better if you try just the right amount.
2. Second, your reputation is worth more than the ad revenue generated by clicks. And readers often feel let down when they discover (again) that Michael Jackson didn’t confess anything to Janet, and that there is not one good reason, let alone ten, to quit working in 2014. After time, people will question your integrity and motivations.
3. Third, and finally, the most enticing headlines are always one mistake away from pissing readers off.