if the story is “Person You’ve Never Heard Of Does Something Not That Interesting,” no site is going to bite. Instead, the click-friendly, share-provoking headline has to be so obvious and enticing that there is no way they can pass it up. Hell, make them tone it down. They’ll be so happy to have the headline that they won’t bother to check whether it’s true or not. Their job is to think about the headline above all else. The medium and their bosses force them to. So that’s where you make the sale. Only the reader gets stuck with the buyer’s remorse.
