How to write a white paper title: Dos and don’ts
It should go without saying that the title of your white paper is vital to its success. The title is the first — and maybe the only — factor your readers take into consideration when deciding whether to download your white paper. Yet, time and again I see titles that hinder lead generation. Let’s look at some dos and don’ts for how to write a white paper title.
DO use the Google Adwords Keyword Tool to identify terms that your readers are searching for and incorporate them into your title. This will improve your paper’s search engine rankings, and you’ll be speaking your reader’s language so that the title stands out when he/she is skimming the Web.
DO put some thought into it. Whether you outsourced the white paper to a freelance technical copywriter or wrote it internally, you spent valuable resources on its creation. Don’t shortchange yourself now by using the first title that comes to mind.
DO use a number. By incorporating a number (e.g., 10 Reasons Your Existing SEIM Isn’t Good Enough), you provide readers with a tangible takeaway.
DO include a job title. Who do you want to read your paper? This will help qualify leads.
DO NOT mention a product name. The primary objective of a white paper is not to promote your product. The white paper should educate readers on how to solve a problem (beyond simply buying your product) and the title should convey that. And that leads us to…
DO tell readers what problem the white paper will help them solve. Most white paper readers are in research mode. Help them find your paper — and the solution to their problem.
DO explain how the reader will benefit from the content. Your readers’ time is valuable. Let them know what you’re giving them in return for it.
DO use a subtitle when necessary. It can serve as another piece of bait to lure qualified leads if it provides more specifics of the paper’s content.
DO have someone else read the title for clarity. The last thing you want is for your white paper title to be misunderstood. At best, readers won’t read your paper; at worst, you’ll anger those who do because you didn’t give them what they expected.
DO use terminology and acronyms your readers understand. This isn’t the place to promote new terminology. Likewise, DO NOT insult your readers — and waste valuable space — by spelling out acronyms. If the acronym needs to be clarified don’t use it. — Crystal Bedell, Freelance Technology Writer and Content Developer
