Interspire is a software company who I bought some software from a while back for a client. They send me periodic email, most of which gets deleted. Their latest newsletter I liked, thanks to one article titled "The 12 Most Popular Headlines Of All Time".
They give examples like "They laughed when I sat down at the piano - but when I started to play!", and explain how this makes people want to read more - "what happened when he started to play? I assume he was really good and nobody knew?" etc.
The article is linkbait (designed to get lots of people to link to them, just like I am doing now) but its a good read, so they've earned it!