Question

Topic: E-Marketing

Which Title Works Best?

Posted by doublebbogue on 2/10/2016 at 2:55 PM ET 125 Points
I have two title options for a lead-gen white paper and wonder which one you think will pull the most responses:

A) A Blueprint to Endpoint Security
B) How to Choose an Endpoint Solution

Endpoint security or endpoint solutions are a well-known term in the cybersecurity industry. This white paper takes them through the steps of what to look for and how to make a buying decision in a crowded and competitive emerging market.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/10/2016 at 3:48 PM Accepted
    Ideally - your title would explain a benefit to the problem, not simply an educational overview (especially if the term is well known by your target audience). Given what the paper's goal is, title "B" seems more on-point.
  • Posted by mgoodman on 2/10/2016 at 4:39 PM Moderator
    What we think is probably not relevant.

    Why not test the two among your target audience in a quick A/B test? With Adwords you can probably have your answer in a few days at a cost of $200 or less ... and even have some people requesting the whitepaper while you are at it!

    As a general rule, a clear benefit statement, in words commonly used by the target audience, will work best. Who is the primary target audience? What benefit is most important to them? What words do they use to express their needs?
  • Posted by doublebbogue on 2/10/2016 at 5:10 PM Author
    good point about benefits. It's sort of a buyer's guide (although not evaluating specific vendors) just mapping out the process and features to be considered. So the benefit would be a better evaluation process and better decision.

    Here are some alternative titles with benefits more clearly highlighted:
    • Your Blueprint for Evaluating an Endpoint Security Solution
    • Choose the Right Endpoint Security Solution with this Easy Blueprint
    • Evaluating an Endpoint Security Solution is Easy with the Right Blueprint
    • Security Experts Guide to Choosing an Endpoint Solution
    • Foolproof framework to choosing your endpoint security solution
    • The Expert's Guide to Evaluating Endpoint Security Solution
    • Ready to Buy? Evaluate an Endpoint Security Solution with this Perfect Plan
    • The foolproof plan to pick and endpoint security solution
    • Follow this foolproof framework to choosing an endpoint security solution.
  • Posted by mgoodman on 2/10/2016 at 6:10 PM Accepted
    Just based on clear communication of the benefit, this one gets my vote:

    The Foolproof Plan to Pick an Endpoint Security Solution

    Not only does it state the benefit, but it has a built-in reassurance that this will keep you from making a big (and perhaps) embarrassing mistake: "foolproof."

    It still wouldn't hurt to actually test a couple of finalists with your target audience in an A/B test.
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