5 Tips for Writing eBook Titles That Get Downloads

When prospective clients make the decision to download your ebook, they often only have the ebook title and cover to base their decision on. Use these 5 tips to write strong, persuasive, benefit-driven ebook titles.

Updated April 21, 2020: Your prospective B2B SaaS customers often have only an ebook title and cover to base their decision on when considering whether to download your ebook—so these elements need to make an impact. The best ebook titles are strong, persuasive and benefit-driven.

eBook titles that resonate

Put yourself in your reader’s shoes as you develop your ebook title. Ask yourself:

  • Is this ebook worth the time to read (or skim through)? 
  • Is this ebook worth the cost of handing over my email address?
  • What benefits does this ebook offer over other ebooks?

Your ebook title acts as a first impression and can make or break a potential relationship with your reader. You should craft your ebook title to illustrate the value the content will deliver to your reader or the problem it’ll solve for them.

How to write the best ebook titles

Here are a few tips on how to write powerful and effective ebook titles:

1. Show your audience what’s in it for them

After putting yourself in your reader’s shoes, you need to follow through and deliver value. The best ebook titles show your audience how the ebook will benefit them and what they’ll gain as a result.

No: Your Guide to Creating Better Blog Posts

Yes: 31 Days to Build a Better Blog

2. Grab their attention

When an ebook title resonates with someone or they can see themselves benefiting from the information, they’re more likely to download the content. This is why your ebook title should use words that make people feel inspired, excited or motivated.

No: How to Redesign Your Website

Yes: A B2B Marketer’s Guide to Website Redesign for Maximum Impact

3. Be clear and concise

If readers don’t understand your ebook title, they won’t be interested in what’s inside. Avoid convoluted and wordy titles to ensure your readers can quickly and easily figure out what they’re going to get inside the ebook.

No: Landing Page Optimization Tools and Best Practices for Improving Your Conversion Rates

Yes: 7 Advanced Tricks to Optimize Landing Page Conversion

4. Consider using a subtitle

Sometimes your ebook title will be short, catchy and memorable, but it may not provide enough information to really communicate what the ebook is about. You can add a subtitle to give your ebook title breathing room while providing further context on what’s inside. Remember, a subtitle should also be clear and concise.

No: The Hidden Cost of Doing Nothing

Yes: The Hidden Cost of Doing Nothing: 5 Ways You Pay a Hefty Price For Inaction 

5. Brainstorm ebook title ideas

Don’t settle. You should give as much care and attention to your ebook title as you would to any other aspect of the content. If you’re unsure of how your audience will react to the title, show it to others to see their first impression. If they’re confused or uninspired to read the ebook, head back to the drawing board.

No: Ideas for Generating More Leads

Yes: The 30 Greatest Lead Generation Tips, Tricks & Ideas

Get help with your ebooks

An expert content creation partner can help you create compelling ebooks with the best ebook titles to use across multiple marketing channels. Uplift Content has the strategic expertise to deliver ebooks that will resonate with your customers. Explore our ebook writing services.

6 Case Study Best Practices You Need to Be Using for SaaS

A compelling B2B SaaS case study is a powerful tool. Learn how to nail this versatile piece of content with these B2B SaaS case study best practices.

A compelling B2B SaaS case study is a powerful tool for demonstrating your value to prospects and converting them into customers. What could be more persuasive than one of your star customers telling the world how much you’ve helped them, and letting others see how you could help them, too? Learn how to nail this versatile piece of marketing collateral with these case study best practices for SaaS.

In a world where consumers have so many options, it’s no wonder 9 out of 10 people read reviews of products or services before they buy. It’s no different when it comes to B2B SaaS companies. Enter the B2B SaaS case study.

Follow these case study best practices

Craft a killer customer success story by following these case study best practices:

1. Pick the right customer—and get them to say yes

2. Prepare a case study brief

3. Conduct an informative and painless interview

4. Get your customer’s approval to publish the case study

5. Captivate readers with compelling design

6. Promote your case study

Writing a SaaS case study that hits those 6 case study best practices can set you up for success. Here’s how:

1. Pick the right customer—and get them to say yes

The first of our case study best practices is about ensuring you choose the right customer to participate in your case study. Your B2B SaaS case study should showcase a customer who loves your service and will speak candidly about working with you. Keep your target audience in mind. Choose a customer with a relatable story to tell. 

Once you’ve picked the right customer, then you need to get them to agree to participate. Approach your customer at the right time, shortly after they’ve seen results from your service. Let them know how this case study will benefit them. Outline the process upfront, including your content requirements and timeline. Keep the interview under an hour and let your customer know they’ll have final approval on the written piece.

Find out more on how to pick the right customers for your case studies.

2. Prepare a case study brief

The second of our case study best practices is on the importance of having a case study brief. A good brief will help your writer execute on your vision quickly and painlessly—and it will make for a smoother content creation process and a better final product.

Your case study brief should clarify the key messages you need the case study to communicate. It should provide guidance on use cases, any particular angles you want the case study to focus on and why you’ve chosen to highlight this particular customer. You’ll also want to provide information on the target audience for this case study. 

Find out 6 reasons you need a case study brief.

3. Conduct an informative and painless interview

Your best shot at capturing a compelling story is through a well-planned and well-executed case study interview (the third of our case study best practices). Respect your customer’s time by ensuring the interview is no more than an hour, and do the interview at a time that is convenient for your customer. And as a courtesy, be sure to send the customer your interview questions in advance.

Ask questions that break the ice to start off, then dig into the challenges your customer faced before they started working with you. Next, ask them questions that allow them to shine a light on the solution and results. Be sure to take notes, and watch out for common B2B SaaS case study interview mistakes like asking questions that aren’t open-ended.

4. Get your customer’s approval to publish the case study

For the fourth of our case study best practices, we talk about how to help your customer approve the B2B SaaS case study so you can get it published. Obviously, it’s essential that your customer is comfortable with your case study before you share it with the world. After all, it’s their story. If your case study is well written and accurate, the review and approval should be straightforward.

Ensure your customer is aware of all of the steps and deadlines from the beginning. When you send them the case study for review, remind them of the case study’s purpose and its benefit to them. Encourage them to take a close look at their quotes to make sure they are comfortable with how you may have edited them. Then thank them for their time. 

If your customer is reluctant to publish the case study, there is likely a solution that can work for both of you. Learn more about how to get customer approval in this situation.

5. Captivate readers with compelling design

Now that you’ve mastered the copy, let’s focus on the fifth of our case study best practices—the visuals of your B2B SaaS case study. Good design increases readability by breaking up chunks of text, boosts credibility, highlights key points and makes complex content easier to understand.

Include a few testimonials as pull quotes in your design. Add headshots, too. For the (many) visual learners out there, data illustrations like charts and graphs are more effective than paragraphs full of numbers. You can also use infographics to visually break down complex processes into simple steps or help guide readers through the highlights of your case study. 

Discover more best practices for your case study layout and design.

6. Promote your case study

For the last of our case study best practices, we focus on getting eyeballs on your case study. A case study only works if your prospects and current customers read it, so don’t just park it on your website. Link to your case study from your website’s homepage, but don’t stop there! Write a blog post about it and link to it. If your email list is organized by industry, send your case study to your contacts who may find it useful. Share it on social media and tag your featured customer in the post.

Give the case study to your sales team to use as a sales tool in presentations, on the phone and in nurture emails. Too often, sales follow-ups are vague “just checking in” messages. Finally, include your case study in the proposals you send out, as long as they tackle similar challenges to those your prospect is facing.

Learn more best practices for promoting case studies.

Go beyond case study best practices

Now that you know the 6 case study best practices for SaaS, the next order of business is to dive into the details of each step. The first best practice we’re going to take a deep dive on is how to choose a customer. Let us walk you through how to pick the right customer for your next case study.

Get help with your SaaS case studies

You’re slammed. Uplift Content’s case study writing service is the answer.

Back to Top