The Top 3 reasons that Top List headlines are a waste of your time.

1. The articles they lead to rarely tell you anything you don't already know.

2. They are manipulative, designed to get you to another page, to drive traffic.

3. Uhhhhhh...I'm having trouble coming up with #3, and in fact, most Top Lists become more about filling the quota than adding extra value.

Ok, now you feel what I usually do when I read any of the endless profusion of blogs and tweets that employ "The Top 5 Reasons You Should..." type lists in their headlines.

I know these lists work. I've seen it here. But, is grabbing attention through manipulation a good way to treat people? Is it a smart business move in the long term?

I think not.

As W once said so eloquently, "Fool me once, shame on me. Fool me twice, fool you once, uhhhh..."

Attention has never been more scattered, nor more valuable, and if you manipulate me and then disappoint me, and do it more than once, I won't pay attention to you even when you have something I might like to see.

If you ask for attention, deliver content that is useful, entertaining, and/or impactful.

If you promise, you've got one chance to prove your honesty.

That's the way to build a following.

That's the way to build trust.

Do unto others still rules.