I’ve got a secret ‘they’ don’t want you to know about. 

‘They’ won’t tell you the truth; but I will. 

‘They’ have been trying to conceal this secret for years – but now, finally, I’ll reveal it.

Want people to read your emails or blogs? One way to make them click is to promise, in your subject line or headline, that you’re about to reveal a secret.

Just make sure you back up your claim, otherwise you’ll be like the boy who cried wolf, and your marketing will cease to be credible.