How 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?

This entry was posted on Monday, January 29th, 2007 at 6:18 pm and is filed under Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.