Simple Truths Smart People Forget
#11.  The proper marketing can make even the most mediocre content irresistible.  - turn prose into a list
  - target a specific audience
  - challenge them by telling them they're doing something wrong

For example:"Common Sense" --> "10 Simple Truths" --> "10 Simple Truths for Smart People" --> "10 Simple Truths Smart People Forget".