This Christmas, like every year, my inbox got blitzed by over a hundred holiday-themed emails. Each jostling to be clicked and opened. Yet none truly caught my eye except one. Only one of them grabbed my attention.

And it was a list: “Secret Santa’s Dirty List: 10 Ways to Get Naughty This Christmas.”

At first, I expected the usual salesy pitch: paragraphs of self-indulgent text, multiple pop-up ads, and a barrage of affiliate links telling me to “Click here! Buy now!” But it turned out to be something completely different.

Short, edgy, and with a single understated CTA (Call to Action). It ignored most of the so-called best practices we, content writers, have been told to follow. It didn’t have a lengthy introduction, disclaimers, or a laundry list of “product must-haves.” And yet, out of all such promotional emails, it’s the only one I distinctly remember.

What was the secret sauce?

Hook ‘em at a glance

The first psychological rule of online content: your headline is your handshake. In 2025, attention spans are even shorter (if you can believe that). If your title or headline doesn’t spark immediate curiosity, you’ve already lost.

  • Curiosity factor: a provocative or playful headline, like “10 Ways to Get Naughty,” catches our lizard brains off-guard. We instinctively want to know more, even if we’re not quite sure why.

  • Emotionally charged words: Words like “dirty,” “secret,” and “naughty” evoke a visceral reaction. In a time when every brand wants to be “safe,” a bit of rule-breaking can be unforgettable.

Focus on a singular, surprising CTA

Much of today’s content is littered with half a dozen call-to-action buttons, one for every possible funnel or offer. The result? Readers tune it all out. The reason “Secret Santa’s Dirty List” stood out was the presence of just one quietly placed CTA.

  • Less is more: by placing fewer CTAs, you direct the audience to take one clear action rather than giving them decision fatigue.

  • Element of surprise: when a reader doesn’t feel like they’re being sold to, they let their guard down and, ironically, become more open to your message.

Tug on the memory muscle

Why do I recall “Secret Santa’s Dirty List” a week later? Because it used novelty as a device while also resonating with a universally relatable moment: the holiday frenzy. That combination of “this is different” + “this resonates with me personally” is memory gold.

  • The ‘novelty + relevance’ combo: our brains latch onto new or daring concepts more easily, especially if they relate to everyday experiences.

  • Repetition & recall: mentioning “Christmas” or “Naughty List” multiple times anchors the content to a specific context, making it easier for readers to recall later.

Break the ‘content formula’

We’ve been taught:

  1. Introduce the topic in 3–5 paragraphs.

  2. Sprinkle affiliate links.

  3. Conclude with a big, bold “Buy Now!”

But “Secret Santa’s Dirty List” flipped the script, and this rebellious approach might just be the winning formula. Short, punchy paragraphs with minimal fluff can stand out in a world saturated with samey-same content.

  • Ditch the overdone intro: dive right into the meat of your list. People click lists because they want the list.

  • No overly salesy pitch: being direct about your product or offer (with a single CTA) feels fresh amidst the usual clutter of banners and pop-ups.

Leverage human ‘skimming’ habits

By 2025, most people are reading on the go. Whether they’re on their phone, watch, or an invisible earpiece reading text aloud. Skim-reading is the default. So your list should cater to that.

  • Use clear subheadings: break down your key points so even a quick glance gives people the gist.

  • Bullet points & numbering: we humans love structured data. We unconsciously gravitate to bullet points or numbered lists because it feels simpler to glimpse over.

Engage curiosity with cliffhangers

In content marketing, a pinch of suspense can be more compelling than giving everything away upfront. The secret is to tease just enough so that people feel the need to keep reading.

  • Teasers: drop a line hinting at something juicy in the next point or section. People can’t help but read on to satisfy their curiosity.

  • Storytelling: begin each point with a tiny story or scenario. Readers want to see how it ends before moving on to the next chunk of text.

Embrace your authentic voice

“Secret Santa’s Dirty List” felt almost too casual. Like a friend whispering something you shouldn’t be reading at work. Yet that’s exactly what made it genuine.

  • No over-polishing: imperfections can make your writing feel more human. In 2025, people crave authenticity over ChatGPT gloss.

  • Mirror your audience: write how your audience speaks and thinks. If your readers are cheeky, bold language might be more effective than polite neutrality.

Surprise them with substance

A dirty list could’ve easily been pure clickbait. But it offered actual ideas. Unique ways to spice up the season. That’s the formula: grab them with an outrageous premise, then deliver real substance.

  • Go beyond the click: if your list only holds empty hype, readers won’t come back. Offer practical or thought-provoking takeaways.

  • Memorable tidbits: even short lists can provide a nugget of information or an unexpected perspective that readers want to share with friends.

Remember the Why

Ultimately, a list in 2025 is still about helping or entertaining your reader. Even if it’s cheeky, edgy, or downright naughty, keep the focus on why people should read it in the first place. For “Secret Santa’s Dirty List,” it was the promise of novelty and spicy fun during a hectic holiday season.

  • A clear purpose: every list should answer the internal question: “How does this help me or make my day better?”

  • Value & fun: if you can inform and amuse at the same time, you’ve struck gold.

The future of lists: bridging psychology and storytelling

In 2025, the art of list-writing merges psychology, storytelling, and design. Gone are the days of fluff-filled intros and SEO-laden clickbait. People are strapped for time, constantly scrolling, and have seen a million “Top 10” articles. To break through, you have to:

  • Spark immediate curiosity.

  • Offer concise, genuinely helpful or entertaining insights.

  • Keep the writing authentic, unpredictable, and memorable.

That’s exactly why “Secret Santa’s Dirty List” stood out. It broke the mold and played on the very human desire for novelty, relevance, and a bit of mischief. A week later (or more), it’s the only holiday list I can still remember.

So the next time you sit down to create a list (or any piece of content), remember these 9 points. Write for the skimmers, the adrenaline junkies, the curious cats. And do it in a way that only you can. Harness that dash of outrageous authenticity, and watch as your list lingers in your readers’ minds far beyond 2025.