How to write a

WHITE PAPERTITLEthat generates more leads

@klarit idotcom

How do most people find your

white paper?

Google?

Bitpipe.com?

Through a friend?

Which one will they click?

and what makes them click...

THE RESULTS CAN BEOVERWHELMING FORA SMALL BUSINESSOWNER

HI, I’M IVAN WALSH

GOT A QUESTION

ASK ME @KlaritiDotCom

An interesting title stands out from the crowd

It makes you stop.

Then click…

look at the cover page…

maybe scroll down…

maybe read more…

But first you have to get them to click!

How to write a ‘MEMORABLE’ TITLEfor your white paper

Let’s start.Put the reader first,

not You!

How?

Think about the reader…

Make them curiousHow can we entice them

Click that l ink

the cover sheet must be

DescriptiveSpecif ic

Meaningful

Example

Financial Transactions: Potential Versus Reality

Example

Social Media listening pulls direct opinion, focus groups get personal

And its subtitle

Use social media to gain customer insights, as well as the value that older information-gathering methods still bring to the table.

Here’s a clever use ofACRONYMSwhich usually are aNo-No

LADCs and NFV: Alphabet keys to

network performance success

FAQs

Priorit ize issuesIdentify pain points

Ideal for buyers

FAQ format answers customer questions. Educates the reader

Example

Network Virtualization FAQOrFAQ: Software Testing in the Cloud

Subtit les

Identify benefitPut doc in context

Or risk

Break up long ti t les

Easier to skimMakes it more readable

identify features

Write Doing ‘ ing’ Tit les

Give a sense of actionAdd ‘ ing’ to your t i t le to:

urgency, and immediacy.

Example

Safeguarding Mobile, Cloud, and Social AccessOrSimplifying Cloud Integration

Use number l ists

white papersFor less formal

this format works

Example

3 Painful Active Directory Problems Solved13 Ways to Strengthen Google Apps10 Questions to Ask Your Cobrowse Vendor

How about the worseMISTAKESto avoid in the title?

Impact

discuss how to f ixThey know the impact

Share case studies

Vague ti t les

weak, ambiguous termssports & mil i tary cl ichés

jaded ‘ki l ler’ phrases

‘Hot’ brand names

Avoid trendsThink long term instead

Looks ‘me-too’

What does theRESEARCHShow?

CNET research: most popular1. Were educational

2. Solved immediate problems

IDG research showed

27% of online shoppers prefer white papers with attractive cover pages and layouts.

24% said the design of the white paper influenced their buying decision

23% said it impacts if they shared it with peers

Thanks, Ivan

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More at www.Klariti.com