There, you've already learnt secret number one. It's called the "curiosity gap" and you use it in headlines. It's that hook that makes you want to click - you need to make sure you strike the right balance between being too vague ("Things that help authors") and being too specific ("Curiosity Gap In Headlines Catches People's Attention"). The first isn't enticing and the second has taken away your reason to read.
Wasn't hard to learn something in 40 seconds, was it? What you're currently experiencing is a South by Southwest moment; you come away having a brain stuffed with lessons and ideas.