In another Swipe Study, we focused on financial publisher Motley Fool's use of numbers in their headlines: http://swiped.co/file/motleyfool-number-headlines/...View More In this example, I'm showcasing Motley Fool's use of the term "secret(s)" in their headlines. The word "secret(s)" is one of the most powerful words in marketing & copywriting. It's been established as an effective term for a long time (just look at some of the classic ads on the site from decades ago). It's been used in titles of some of the most popular books and products ever made (hint:"The Secret"). And although you see it used more & more (almost seeming overused & cheesy), it still works, as long as it's not used in an overly generic way. You want to get specific & unique, which is what the headlines do below. You're not likely to see these same headlines plastered on every blog & news site, which is what you want. They should sound like secrets you wouldn't have found elsewhere. In terms of the power of the term "secret"...when we think of a secret, we think of confidential knowledge that is kept from everyone except a select few. The fact that we shouldn't or don't currently know about it, makes us want to hear it significantly more, even if it's nothing special. What makes sharing secrets so powerful is the anticipation of finding out about the insider knowledge, with the impression that it must be good if it's been kept a secret.