Which malware lures work best?

From Help Net Security:

Which malware lures work best?

More often than not, malware peddlers' main goal is to deliver their malicious wares to the maximum number of users possible. Choosing the right lure is crucial to achieving that goal.

Two researchers from University of Cambridge and Southern Methodist University have examined real world data from some worms that spread over the social graph of Instant Messenger users, and have confirmed what most of us considered to be true: simple lures are more than enough, and people are more likely to fall for lures in their native language.