The AMA is putting on a webinar entitled "Who's Talking Smack Behind Your Back?" I know this because they sent an email to someone and that person forwarded it to several coworkers with the comment "Now THAT, gentlemen, is a webinar title." And one of those people forwarded it to me. All because it was a clever and catchy title.
The email subject header was "Who's Talking Smack Behind Your Back? Maximize Brand Value and Competitive Awareness." I like that... It puts the value proposition right up front, immediately explaining the cryptic but fun main title.
Admittedly, in the email body they went just a tad overboard for my tastes, expanding the full title to: "Who's Talking Smack Behind Your Back? Maximize Brand Value and Competitive Awareness with Next-Generation Web Technology." I have never liked the buzz-phrase "Next-Generation". It makes me think of prototypes that aren't yet ready for real world use, and that's not an association I want my technology to have. I don't really think the extra words added anything to the understanding or attractiveness of the subject. They have plenty of room to expound on their theme in the body of the message.
But the main point still stands. Will the recipients of your webinar invitation act as list expanders and channel marketers for you? A little bit of cleverness applied in small doses can work wonders in making your message stand out from the usual clutter. And you might even get free links and publicity on marketing blogs!