Headlines which ‘give away the ending’ are very much out of favour on the web. Also known as ‘spoiler headlines’, when used as links, these give the reader all the information they need to make the decision whether or not to click on them. Instead, the web is being swamped with ‘teaser headlines’, trying to attract the reader through some sort of curiosity. However, while a link can benefit from a degree of irresistibility, the main thing in B2B marketing is to ensure the reader scanning through a list of links can find what they’re after. So don’t be afraid of explaining everything in links and headlines. There’s no need to resort to “10 Benefits of our Blue Widgets – number 7 will SHOCK you”. Really there isn’t.