In the Title, We used a little clever word-play to prove a point.
If you are reading this entire article then you were clearly captivated by the title.
And I am sure that the words "Secret" and "Revenue" had a strong impact on whether you clicked it or not.
This is a great example of how valuable an eye-catching Title is in the online Community.
So What Matters and What Does Not?

• It doesn't matter how great your product is
• It doesn't matter how great your Sales-page is.
  
• Doesn't matter how great your Services Are

The Title/Headline is the one determinant of whether they make it to your sales/squeeze page at all! CTA When I first began marketing online, I would constantly break complex topics up into real-life examples that could be easily digested by the layman.
One of my favorite sayings when it comes to anything in Life is...

If you don't understand it well enough to explain it to a child, you don't understand it Well enough.
-Albert Einstein

So Here is the analogy that really allowed me to get a firm grasp on this concept.
How efficient would society be if we had 10 men who had to be Everything in the town? (The Fireman, The Police Officer, The Accountant, The Teacher, The football Coach, Etc.
) It doesn't take a genius to realize that it won't be long until this town goes down in flames.
Likewise, Each part of your Marketing Strategy has its own "Job" to perform.
It is the responsibility of each part to do its Job and its Job ONLY.
Where marketers often fail is by trying to force an element to do a Job that It was not meant to do.
The "Job" System: It is not the Headline's Job to convince your prospects to Buy...
That is the Sales-Page's Job and no one else should be doing that Job apart from the Sales-Page.
So here is a List of Each element's "Job" when it comes to Internet Marketing ( Element = Job ) Headline = To Get Clicks to the Landing Page (nothing more, nothing Less) Opt-In = To Get Subscribers (nothing more, nothing Less) Auto-responder = To drive leads to the Next Step in the Funnel Sales Page = To Make The Sale Now this is a very Bare-bones list of elements and Jobs, therefore you can expand on it when necessary.
But the key take-away is that One element should focus on one Job - That is all.
Think back to the scenario given earlier, if everyone is doing 10 Jobs - The quality of each Job will be drastically reduced.
Therefore when you need a new Job done, Never over-load your elements with more than one task.
Simply create a new element aimed at performing that task! Assigning New Jobs to New Elements: If it is your goal to increase Trust with your Audience - don't try to force your headline to gain their Trust by writing the following Headline "Watch This Video - We Are a trustworthy and reputable Company" This headline would not only be Terrible at getting Clicks, but it would also be terrible at building trust as well.
So because the headline has tried to take on 2 roles, It has failed miserably at both! A Better method would be to construct a Sales-Message (maybe a landing page) with the specific aim of gaining the trust of the viewer by demonstrating how trustworthy the company is (Trust must be demonstrated), maybe by giving away a free awesome product of some sort.
But remember, don't overload your elements with unnecessary tasks.
But rather let them each focus on one job, and one Job only.
Thus allowing them to Master the one Job that they have which will result not only in Higher quality performance, but also more revenue for you