How to write a white paper title

by Gordon Graham, That White Paper Guy
 

Which white paper would YOU sooner read:

or

If you're like most people, the title on the left makes your eyes glaze over... while the one on the right has a fighting chance to get your attention.

Here are 11 tips on putting together compelling titles for white papers.

♦ Title tip #1: Understand that the title is critical

Think about it: How do most prospective readers find your white paper?

Most likely they do a Google search, or visit a site like Bitpipe.com or Knowledgestorm.com or FindWhitePapers.com.

In any case, what do they see? A list of titles, with two lines of text under each one. Your challenge is to compel prospects to pick your title out of the pack.

♦ Title tip #2: Learn to spot tired titles

A boring title usually contains no active verbs and loads of lengthy buzzwords.

Worst of all, it sounds just like 100 other titles you've heard before. It's too generic, too careful, too corporate-sounding.

♦ Title tip #3: Use a number

This article could be called "11 tips on white paper titles."

But remember: some say David Letterman ruined the Top 10 list forever. Everyone knows he only has six or seven good ones and the rest are filler.

So don’t be afraid to stop at fewer than 10... or to push it past 10, as we did here.

♦ Title tip #4: Take time to find a dynamic name

With so much at stake, don't just grab the first title anyone suggests. Play around with some variations of your first idea until you have the punchiest possible name.

♦ Title tip #5: Stress the benefits for readers

Always tell your readers what your information can do for them. What will they gain from investing their precious time to download and read it?

♦ Title tip #6: Address prospects by job title

That would look like "Six Things Every CIO Must Know about Data Warehousing." That makes it harder for a CIO to pass by without pausing.

♦ Title tip #7: Call it what it is

Not everything has to be called a white paper.

Perhaps you should call your document an executive overview, a technology backgrounder, an evaluator's guide, a special report, or something else entirely.

You can slip this in as a subtitle: "Six Things Every CIO Must Know about Data Warehousing: an Executive Overview."

♦ Title tip #8: Never mention a product name

Putting a product name in a white paper title makes it sound like a sales pitch. Period.

So if that's what you're writing, don't try to pass if off as a white paper. Call it a "brochure" or a "product brief."

And remember that a sales pitch is the last thing most white papers readers want.

♦ Title tip #9: Knock a tired suggestion down to a subtitle

What if your manager or client hands you a boring title that you must use?

One tactic is to come up with a better title, then knock down the original to the subtitle.

For example, say your manager wants to call a white paper "Making On-Board Sensors More Effective through Information Infrastructures." What a yawn?!

Then you come up with an intriguing image: The lame lap dog can become an effective watch dog.

Combining these two gives you "From Lap Dog to Watch Dog: Making On-Board Sensors More Effective through Information Infrastructure."

What an improvement... and now you're both happy.

♦ Title tip #10: Run possible titles past sample readers

After all, they can judge better than you or I what works for them and their colleagues. Don't guess, field test.

♦ Title tip #11: Back up your title with lively content

A title is like a promise. Don't tack a great title on a ho-hum document. Use your lively title to motivate you to create an exceptionally interesting white paper. You'll be way ahead of the crowd when you do.

To repost this article on your Web site, please e-mail a request to Gordon@ThatWhitePaperGuy.com.