Well first of all, if it's not for you, it's going to be boring, long and uninteresting. Because not everyone wants to buy what you sell, but when you do land under the target market, and the title connects with you, you get hooked, because you are whom this was made for, and you need it.
Now don't get me wrong, I am one for short articles with pure value and no jargon, but when you tell a story for each valuable lesson you teach, it speaks better, it becomes easier to relate to.
Back to why they work, so you see if you are looking for a newsletter on getting paid to think, and if the article is catchy and long, you aren't going to look at it as a painfully long read, which is going to take a lot of your time.
You are going to look at it as a gold mine of knowledge, every bit is going to sound more valuable to you, you are going to jump in and read everything with pure enthusiasm to learn and embrace.