Why a Good Title Makes a White Paper
http://www.whitepapersource.com/writing/writing_titles.html

Stelzner, Michael A.
WhitePaperSource
2006

Abstract:

The title is your white paper's absolute first impression. In it rests success or failure for the words that lie beyond, waiting for a reader. If the title does not encourage someone to read further, the ink that coats your white paper will never be seen.