Yes it is. And it’s as true for business publications as for any other publication. The word ‘publication’ seems to require a title, doesn’t it?
Remember the old days when business newsletters had titles? Not many people go to titles any more. It’s a bit of a lost, golden age, and a real shame.
There’s so much that a good title has to offer — but that’s for another day.
We run into problems with publication titles when you’re in the planning stage of your business publication. Most people dive to naming first. But names, like all language, shape how we see the world. If you go to titles and names first, you might be putting boundaries in place that you don’t need.
I imagine it’s like having a child. Some kids just are Dave, or Mardi, or Sonya. If you’ve got a pre-prepared name, you have to be prepared to ditch it if, when you see the kid, the name doesn’t fit.
Publications are like that too. You can have all the grand plans you like, but sometimes, when you finally get to the point where you’re considering it as an actual thing, the work-in-progress title doesn’t fit any more.
You’re better off doing the naming last.
It might be a little bit backwards to think of it like this, but you’ll find that there’s a whole lot about content and publications that seems topsy turvy.
Take case studies for example. Like I mentioned yesterday, you could write a whole lot of short ones on the same project. But if you’re wanting to showcase a project, you’re ripping yourself off of time and money by doing several mini case studies featuring separate clients. Do one big one and then split it up.
That’s what we do, and what we recommend to our clients, because it’s honest.
Right now we have an incredible deal on case studies, too. Go have a look and book an appointment if you want to find out whether they’re right for you.