The proverb describes the reception given to the words of the whisperer or talebearer, and how attractive they are to the hearer. The word gossip is not used because, although the whisperer is no doubt a gossip, he must be discerned in the first instance by his approach.
On detecting a gossip, rather than receiving his words secretly, we ought to drag him out into the open and ask him to write them down and act the part of a true witness. He must allow his words to be tested by the truth or else be told to remain silent. If in fact he has not tested the truth of what he says before passing it on to others, then he should be warned that he is in danger of the same disrepute which he sought to bring down on others.