Good example of this for me personally from the CIM. I get an email from them everytime they publish their magazine online, and this month's came with an email subject line of Top Tips for Persuasive Marketers.
A good subject line as obviously one thinks of oneself as a persuasive marketer, and it's always good fun to read a list of top tips, so I eagerly opened the email hoping to see the main story as a list of top tips for people like me, but instead I got this rather less than inspiring CIM email about the articles appearing in the magazine, none of which seems to be Top Tips for Persuasive Marketers.
Needless to say I decided to not read any further!
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