I woke up in Tokyo wearing someone else’s pants

After 15 hours on a plane, I took a one hour bus ride followed by a short walk to my Tokyo hotel. The plan: shower, sleep, and leave early to catch the bullet train to Osaka.

 
Let me make a confession: I’m a marketing copywriter, not a travel writer. Which is why I couldn’t pass on the headline “I woke up in Tokyo wearing someone else’s pants”. You see, my hotel, like many others in Japan, supplies pajamas for their guests. So the pants I wore to bed were the hotel’s, not mine. Boring, but the set up for a titillating click bait headline.
 
Which brings me to an important lesson for writers. Especially marketing writers.
 
Make sure that your copy/content delivers on your headline's promise. Otherwise, not only will you lose your audience, but chances are you’ll anger them and never be able to earn their attention, much less their business, again.