information design lesson from people's court
Scent communicated through trigger words works much the same on the web and can engage users in your story without ever seeing a picture of the model or cute puppy dog in your ad. Trigger words are the words that trigger actions, and these words, when combined with teasers create "scent."
Think of the catchy names for court cases on the show "People's Court." I loved that show as a kid and always got a kick out of the contrast between the seriousness of the cases and the humor of the name that was assigned to the case. Telling the name of the case that was "next up", contained trigger words that provided a strong and compelling scent that propelled viewers to keep watching after the commercial break.