Attract More Customers with White Papers - Part 3

There's one tiny thing that's vitally, critically
important, above all other things: YOUR TITLE. The title is more important than anything else! If you choose a title that's not interesting, nobody will read your paper. It doesn't matter how good your paper is if nobody reads it! Let me give you some examples of BAD white paper titles (these are real white papers, btw): "Business Reality of the MidMarket Real-Time Enterprise" (That's a horrible title! It's xtremely vague and communicates no benefit whatsoever) "WorkSpace - the CRM Solution from Relavis and Mainline" (Who cares about Relavis or Mainline?
Customers only care about themselves) How do you write a good title? The first tip is, don't get your inspiration for titles from the technical world. Instead, here's an example from the New York Times Bestseller list - several recent popular tles:BRINGING DOWN THE HOUSE - How six M.I.T. students won more than $3 million at Las Vegas casinos.SPIN SISTERS - How the women of the media sell unhappiness - and liberalism - to the women of America.CRAZY LIKE A FOX - The inside story of how Fox
News beat CNN.TRUMP: HOW TO GET RICH - Secrets of his eponymous success, by a man - and media personality - who should know. Make no mistake, the titles of these books
were critical to their success. The Trump book is of course popular because The Donald's name is on it, but he still doesn't deviate from the time-tested "How
To" formula, which for anything that's teaching you how to do something, is just about unbeatable. Also notice that the subtitles are very, very important and carefully worded. They create tremendous curiosity. (Who wouldn't want to know
how six MIT students gouged a casino for $3 million?) One of the most popular white papers in the technology world is called "What Hackers Know That You Don't " by AirDefense. Communicates a powerful message in only six words. *Let me give you a perfect 'success test' for any title you choose: Imagine that you're running a tiny classified ad in the back of a magazine, with nothing but your title - plus the words 'for more information call (800)555-0000.' Put your title in that ad and ask yourself,'Would this, all by itself, make my phone ring?' Let's try it -What Hackers Know That You Don't - for more information call (800)555-0000 Yeah, that one definitely passes the test!
Perry Marshall
http://www.perrymarshall.com/whitepaper

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