Banish The Selfish Title
By Michael StelznerHow can I write my title without sounding self serving? This question comes up often.
David Eason, asks, “What is the best way to identify a problem and solution in a title without pointing fingers at competitors’ equivalent products and without sounding like a press release for your own product?”
Simply put, do not mention your company or product in the title. It is also better to focus on benefits in titles rather than problems.
For example, if you were selling high speed video processors that are 25 percent faster than the competition, you might want to say something like this: “Accelerating Video Processing: The Case for Next Generation Video Chips”
This would be preferable to some problem title, like “The Downside to Current Video Processors” or a company focused title, like “XYZ Chip’s New Speed Processor Accelerates Video.”
By focusing on benefits, you actually draw your reader in.
Anyone else want to add some feedback to this question?
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January 29th, 2007 at 6:35 pm
I wish to write a white paper from a third-party perspective. I don’t want to sell a product, rather give solutions to a problem by giving a comparison of a few products, among other things. Does that make for a good white paper?
January 29th, 2007 at 9:46 pm
Alpana - It might. It just depends what you are hoping to accomplish. Why are you writing one? - Mike
January 30th, 2007 at 5:29 am
The point about negativity reminds me of the latest batch of Apple’s PC vs Mac advertising:
http://www.apple.com/uk/getamac/ads/
They’ve drawn praise from many quarters, although for me I don’t like the negativity of bashing the competition. They’re clever, yes, the brand is superb, but something just reminds me of politics and how one party’s concerns can sometimes be simply on the wrong-doings of another.
Nice post Michael.
January 30th, 2007 at 5:57 am
Good post, Michael.
Instead of “self-serving” I try to think “reader-serving”. In other words, how can my title — and entire document — best serve the needs and wants of my intended reader?
January 30th, 2007 at 7:32 am
Hi David - Apple ads are very good. Take their latest iPod ads. They fully eliminated the need for copy. If I am not mistaken, all there is a dancing. It is powerful, but rare. For white papers, the negative would never work unless you were so well known that you could get away with anything.
Simon - Thanks for stopping in. Reader-serving sounds good to me! - Mike
January 30th, 2007 at 8:59 am
Mike,
I am a consultant and do not endorse any product. Keeping this in mind, I want to foray into writing a white paper on a specific technological solution. In this scenario, do you think white papers are the right option or there are other forms of documentation that such content should be classified under?
Alpana.
January 30th, 2007 at 10:13 am
Alpana;
Why do you want to write a white paper? What is your underlying objective?
Mike
January 30th, 2007 at 10:37 am
Its very simple. To educate people. According to me, white papers are meant to help people with solutions to their problem, to help them make decisions. I want to focus on a very specific set of problems, and provide solutions for them.
January 30th, 2007 at 10:52 am
Alpana - If you underlying motivation is to generate some business for yourself as a consultant, then it might make sense to write a white paper. - Mike
January 30th, 2007 at 11:05 am
Mike,
Thanks. I appreciate the help.
Alpana.