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Mothers of newborn babies are used to being asked, "What's your
baby's name?" As innocent as it may sound, the deeper question
behind the question is: "Did you give any thought to your
child's name, or did you just pick something out of thin air?" I
submit to you, that there are millions of babies around the
world who will grow up with names that people won't understand,
with no meaning at all, names they themselves don't like. Many
of them will eventually apply for and legally change their name.
Think of your book as your "baby." This is not to belittle the
birthing process, because after almost losing both my wife and
daughter during childbirth on November 26, 1983, I believe that
nothing can really compare to it. However, there are some
parallels. As your book is born in your heart and makes its way
out of your womb, and you finally announce to the world that it
is here, how will the name you give it affect how it is received
by total strangers? Will they eagerly embrace it, or will they
be "like a calf staring at a new gate?"
Every advertising guru I've studied talks about the importance
of a good headline. Claude Hopkins states: The purpose of the
headline is to pick out people you can interest. You wish to
talk to someone in a crowd. So the first thing you say is, 'Hey
there, Bill Jones,' to get the right person's attention ... What
you have will interest certain people only, and for certain
reasons. You care only for those people. Then create a headline
that will hail those people only."
Jay Conrad Levinson said: Every guerrilla destined for marketing
victories knows very well that if you have ten hours to spend
creating a marketing weapon, you should spend nine of them
creating the headline. It's the first impression you make, often
the only impression, and the rest of your marketing weapon will
live or die by the quality of that headline.
Jay Abraham points out, "A headline is an ad for the ad. Its
purpose should be to reach only those who are most qualified to
be a prospect for your proposition." There is very little
difference between a headline for an ad and a book title. A
standard cliché is, "You can't judge a book by its cover." While
this may be true, almost everyone does. An original and creative
title for your book speaks volumes about you as an author. Even
titles that are changed by the publishing houses reflect you,
because to most people, the book and author are one. Your title
should in some way mirror what your book is about. With a little
thought, you will see that there are many ways to do this. Many
successful titles have sprung from common phrases, puns,
wordplay, songs, nursery rhymes, parts of scripture, and
advertising slogans, just to name a few.
About the author:
Marvin D. Cloud is the founder of mybestseller.com, which
produces, markets, and sells, personal bestsellers. Stop by
http.//www.mybestseller.com and claim your free Get Off The Pot
Writer's Workbook.
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