When to Write a Title?
By Michael StelznerWhite papers titles are ultra important marketing messages.
Marketing law says you only have three seconds to persuade with a title.
Terri from Seattle asks,
What’s your opinion on writing a title before you’ve written the paper?
I suggest a title be developed as the paper is being written—not first.
WHY?
Concepts get flushed out in interviews and during the writing that may slightly alter the direction of your work.
This means that a good title should emerge from the wreckage of your research.
I like to write a working title only as I begin to write the first page. Then, as I develop the concepts, I continually refine the title to perfection.
The title should reflect what is written rather than forcing a white paper to fit a pre-established title.
What are you thoughts or tips on writing titles?
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October 3rd, 2006 at 7:39 pm
I’m too anal to write that way, even if maybe I should or things might go better for me if I did. When I start writing, I’d better have 98% of my research done, a substantial outline, and a very specific “theme”–which will usually be reflected in the headline.
Surprisingly, imagination will out, and things can certainly change once I get started. Many times, I’ve gone from point A to point B via points Q, S, and D. But I still have to have all those ducks lined up before I start, and a title is a big part of that.
But I’ve changed titles too. Am I wasting a lot of time? Probably. But that’s my security blanket, and I don’t think I’ll be giving it to Goodwill any time soon.
I really like your use of the word “wreckage.” Indeed it usually is.
October 4th, 2006 at 6:08 am
Hi Pam;
The key thing to think about is this. Will the title engage readers and make them want to act — namely read further?
Next time try leaving the title blank. I like to put the words, “Good Title Goes Here” at the top of the page.
Mike
October 4th, 2006 at 6:48 am
My high school English teacher always said, “Don’t name your baby before it’s been born.”
I’ve really worked on my titles in the past year or so — and now write them last. However, I also start with a working title, knowing I’m going to throw it away.
My colleague, Tom Ahern, also says, “Spend minutes writing copy and hours writing headlines.” Excellent advice.
October 4th, 2006 at 7:02 am
Uh-oh. I did that too. Named my baby when I was 12…a mere 17 years before she was born.
I like the advice that reminds us to think of headlines as “the ad for your ad.” That tends to get me into a good frame of mind.
October 4th, 2006 at 7:17 am
Dianna - Great analogy!
Pam - Yes, if you think about headlines as the ad for your writing, it should help change your perspective. Here is an article I wrote on the topic: http://www.whitepapersource.com/writing/writing_titles.html - Mike