Finding the right spot on the spectrum

Clickbait article headlines and great book titles both have the same job.

They exist at opposite ends of the Respecting-the-Reader spectrum, however.

Since email subject lines also have the same purpose, where should they fall on the spectrum? Think about how headlines and subject lines make you feel.

How do you feel reading these headlines?

• A Man in His 30s Explains to Me What’s Wrong With Women In Their 30s

• Tim Cook’s 5-Word Response to Facebook Is Brutal and Brilliant at the Same Time

• ‘Forever Chemicals’ Found at the Top of Mt. Everest

• A Leaked Email From JIF Peanut Butter's Brand Manager to an Influencer

When I read these random internet article titles, I feel morbid curiosity. It's gossip. After reading, I’ll feel self-righteous for being better than these people.

How do you feel reading these titles?

• Writing Down the Bones

• The Splendid and the Vile

• What Great Storytellers Know

• Hell and Other Destinations

• So Good They Can’t Ignore You

When I read these book titles, I feel peaceful, innate curiosity (with the potential for some light sordidness). The titles are evocative and open. After reading, I’ll feel self-righteous for being a better person than I was before.

Here’s an extra title that bridges the gap between the two groups:

• I Was Angry and Terrified When I Died

(It reads like bait, but it’s accurate and fascinating!)

Other than the Weather Channel app's predictably sensational video titles ("This UFO Video Is No Fake"), which I indulge with glee, I can't imagine anyone is EVER better off for having clicked through the clickbait titles. You probably won't want your email subject lines to be at that end of the spectrum, either.