I came across a new online article by Anne Holland in her MarketingSherpa research portal. She starts off by pointing out that webinars are not the novelty they once were and that audiences are much more discerning in picking the ones they will attend. A pity for those of us in the business, but a tremendously important true fact. (I miss the days of doing webinars in 1999 and 2000 when we'd get registration rates of 60% or more!)
She then says that one of your most important steps in planning your event is to pick a compelling subject title that calls out to your audience's interests. I'm with her 100 percent on this. I talk about it in my presentation on "Making Your Webinars More Effective" (you have signed up for tomorrow's webcast, haven't you?)
One of the most important things to do in the first phases of putting together your event is to stop thinking like a representative of your company and start thinking like your audience (whether those are current customers, employees, or sales prospects). Most webinars get put together from a concept such as "We have a new product release. We'd better tell people what the new features are." The webinar title comes out like "XYZWare 4.2: New Product Features". Okay, it's accurate, but the only people interested by it are the fanatics who would be seeking out the new release notes on their own.
Turn it around and ask what your potential audience cares about. Structure the title from their perspective. Alternate title possibilities would be: "Productivity Enhancements With XYZWare 4.2" or "Reducing Development Time And Costs With The XYZWare 4.2 Upgrade". Now you have a reason for the crowd to care that the new release is out. You mentioned benefits right in the title.
Remember, you can't tell your story if there's no one there to listen!