I don't like the trend to write sensationalist headlines. They over promise, over dramatize and disappoint. Headlines all about marketing are too common and just add to information overload. People can only read so much in a day. Too often these marketing based headlines lead readers in but don't deliver any real information, nothing fresh, relevant or important. Fluff! Headlines like those do not build you as an authority on your topic. Traffic to your site may pick up but, especially if you are running a business, trust in your business will go down. You don't deliver as promised. 100 Great Tips for Whitening your Teeth your Dentist Doesn't Want you to Know.... Sure there are 100 tips but most of them are things you already know and a lot of them are things the author has not tried themselves, so chances are they don't work. As for the element of things being secret - that's just hype. How many of these headlines will people read before they go blind to them? How much mistrust will you build trying to get people to come to your site? Propaganda and sensationalism are fragile shells to walk on. Once the shell breaks it is very hard to rebuild trust with customers, readers or the public in general. This post was inspired from Copyblogger's Content Excellence Challenge suggesting people write headlines as marketing propaganda. I don't think they thought the idea through.