Consider that you want to write an article on increasing animal rights, and turning vegetarian is your topic. Who will be reading this? With online exposure, it could be just about anyone, but overall it will be a couple of smaller focused groups that will be searching out this type of material.
The first group will be the people who already live this lifestyle, and you do not need to convince them. The second main group will be those who have actually been thinking about trying vegetarianism. The title of your article will help attract the readers you wish to have. Since you are trying to increase animal rights and persuade people to see your side, you are going to want to write for those that are thinking about giving it a try. This is where the titles will help you. If you wrote a title that read, "Top 10 Reasons Meat is Murder" and a title that read, "Twenty Fun and Nutritious Vegetarian Foods", the person trying to decide is going to go for the fun title that is not attacking his or her character.