BuzzFeed used to do it with almost every single article. I once discovered a website that covered many of my interests—stories, tech, fitness, online growth, and more. On Medium and countless blogs, you’ll find the same pattern. I must have read thousands of those number/list-articles.

Why do they all use numbered headlines? Because they work — until they don’t.

BuzzFeed was the worst thing that ever happened to writing on the internet—but it wasn’t really BuzzFeed’s fault. They simply optimized for what people clicked on. At some point, they realized that “7 Ways to Lose Weight (Number 3 Will Surprise You)” performed far better than “A Comprehensive Guide to Losing Weight.” Since their goal was to maximize clicks, they leaned heavily into this style of writing.

However, I don’t use that structure—and I don’t recommend that you do either.

Here’s why: Despite reading thousands of articles with that format, I can’t remember a single website besides BuzzFeed where I found them. No joke, no exaggeration. I don’t remember the authors, the bloggers, or the magazines. They’ve simply vanished from my memory.

I can’t recall a single specific article that used this formula. “7 Ways to Build Muscle Fast”? I couldn’t tell you even one of the seven.

Why is that?

Because articles with numbered headlines are like fast food. They look tempting, they’re marketed well, but once you’ve consumed them, you realize you’ve gained nothing of lasting value. You still remember that night you had a steak at a five-star restaurant—but you probably don’t remember your first Big Mac.

Fast-food number/list-articles are the same. You consume them, digest them, shit them out, and forget them—almost immediately afterwards you crave something real.

Of course, not every numbered article is of low quality. But by now, too many creators have abused the formula, stuffing low-value content down our throats. Whenever I see a “numbers post,” I just skip it.

Write lists or write something personal.

Numbered posts are the opposite of personal writing. They don’t tell the reader who you are or give them a reason to come back.

Just like you don’t care about returning to McDonald’s because there is another one at every corner, you don’t care about that site with the numbers articles because they can be found all over the internet.

BuzzFeed News is already gone, and BuzzFeed Inc. is struggling financially. The biggest example of “number-post” success has turned into a case study in short-term rise and mid-term failure—and that doesn’t surprise me at all.

If you want to build a real relationship with your readers—or any relationship at all—stay away from numbered headlines and formulas.