Book Category Subject Headings:
Make sure you choose the right one for your book
By Susan Kendrick
A necessity for any book, the Category Subject Heading gives consumers, distributors, and booksellers a clear definition of your book's content. Your book cover designer will place this category at the top, upper left-hand corner of your back cover . . . but it is up to you to choose the right one.
Where to Get One
For a complete list of available Subject Category Headings, which are updated and added to annually, go to The Book Industry Study Group, Inc. (BISG) website. BISG is the book industry’s leading trade association for policy, standards and research. Click on the link below to go to the Subject Headings page and follow the two-part directions there: www.bisg.org/standards/bisac_subject/major_subjects.html.
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
Sunday, October 14, 2007
Saturday, October 13, 2007
Book Cover Coaching: Book Titles--Choose Clarity Over Cleverness
Book Title Strategy No. 3:
Choose Clarity Over Cleverness
By Susan Kendrick
Everyone wants a book title that's fresh and original—a real attention grabber. But in the drive to be clever, you can easily sacrifice clarity. If your book title is catchy, but no one knows what it's about, it's not doing you any favors. It's one of the reasons many books fail before before they even get out of the starting gate.
Choose Clarity Over Cleverness
By Susan Kendrick
Everyone wants a book title that's fresh and original—a real attention grabber. But in the drive to be clever, you can easily sacrifice clarity. If your book title is catchy, but no one knows what it's about, it's not doing you any favors. It's one of the reasons many books fail before before they even get out of the starting gate.
IMPORTANT: Be very clear in your book title. Say what your book is about, especially for non-fiction books that offer information people need and are looking for. Also remember that your non-fiction book will become the most powerful lead generator for your business. Make sure your book title speaks to your credibility as the expert on your topic and a leader in your industry.
Is This You?
Anyone who is churning out pages and pages of book title ideas needs to pay attention. Those ideas can start to be a rehashing of words and phrases that no longer bring out the essence of the book.
The Name-Tag Approach
To create a title that is clear, think of your book title as a name tag. If you are a book, and I walk up to you in a crowded room (like a bookstore or Amazon), will I know exactly who you are and what you do--just from looking at your name tag?
Try This Exercise
Fill in the blanks of the five following book title templates, below. Remember, your name tag is the way to get a conversation started with your reader, or anyone else in the room for that matter--distributors, radio hosts, magazine and newspaper editors, etc.
A few of the following book title templates may work better for you than others, but try all five to see what happens. And, fill each of them in a few times to loosen up your thinking and experiment with clear but different kinds of answers.
ROUND 1 -- Bestselling Book Title Templates
1. This book is the ultimate guide to _________________________________________
2. Reading this book is a proven way to be a _________________________________
3. Reading this book is a proven way to have a _______________________________
4. This book shows you how to get from _________________ to __________________
5. The wisdom in this book unlocks your capacity to___________________________
RULE: Decide WHAT to say, then HOW to say it. Then, once you have your name tag in place, you can tweak it to create a certain tone and feel. Add a word that interjects some fun, warmth, trust, authority, calm, excitement--whatever will enhance the effect you want it to have on your target market. You can also add words that show who the book is for, when to use it, etc., to add even more clarity.
ROUND 2 -– These Book Title Templates, used by Amazon Bestsellers
1. This book is the ultimate guide to Getting Things Done
By David Allen
2. Reading this book is a proven way to be a Sneaky Chef
By Missy Chase Lapine
3. Reading this book is a proven way to have a Four-Hour Work Week
By Timothyb Ferriss
4. This book shows you how to get from Good to Great
By Jim Collins
Fill in the blanks of the five following book title templates, below. Remember, your name tag is the way to get a conversation started with your reader, or anyone else in the room for that matter--distributors, radio hosts, magazine and newspaper editors, etc.
A few of the following book title templates may work better for you than others, but try all five to see what happens. And, fill each of them in a few times to loosen up your thinking and experiment with clear but different kinds of answers.
ROUND 1 -- Bestselling Book Title Templates
1. This book is the ultimate guide to _________________________________________
2. Reading this book is a proven way to be a _________________________________
3. Reading this book is a proven way to have a _______________________________
4. This book shows you how to get from _________________ to __________________
5. The wisdom in this book unlocks your capacity to___________________________
RULE: Decide WHAT to say, then HOW to say it. Then, once you have your name tag in place, you can tweak it to create a certain tone and feel. Add a word that interjects some fun, warmth, trust, authority, calm, excitement--whatever will enhance the effect you want it to have on your target market. You can also add words that show who the book is for, when to use it, etc., to add even more clarity.
ROUND 2 -– These Book Title Templates, used by Amazon Bestsellers
1. This book is the ultimate guide to Getting Things Done
By David Allen
2. Reading this book is a proven way to be a Sneaky Chef
By Missy Chase Lapine
3. Reading this book is a proven way to have a Four-Hour Work Week
By Timothyb Ferriss
4. This book shows you how to get from Good to Great
By Jim Collins
5. The wisdom in this book unlocks your capacity to Eat, Pray, Love
By Elizabeth Gilbert
See how much you know about these book just from their titles?
And you haven’t even gotten to the subtitles yet!
What else you can do right now?
Look around at the book titles that capture your attention. Dissect them to see how clearly they tell you what they are about. Then see what else in the title pulls you in.
For example, on my desk right now, I have a copy of Dan Poynter's book, The Self-Publishing Manual. This title says exactly what the book is about. Dan then uses the word “Manual” to further show that this is the definitive guide on this subject. And, now in its 16th edition, this book lives up to its good name.
An Example of Template #1:
This book is the ultimate guide to Self-Publishing
Remember the Rule!
Decide WHAT to say, then HOW to say it. You’ll save yourself time, aggravation, and be in a much better position to come up with a bestselling title for your book. Hear what Dan Poynter, John Kremer, Rick Frishman and others have to say about “unlocking your capacity to . . . Take Your Book to the Top!” Click here: http://www.writetoyourmarket.com/startnow.html
Questions? Please give us a call at 715-634-4120 or email info@WriteToYourMarket.com
Thursday, October 11, 2007
Book Cover Coaching: NPR Radio Broadcast . . . What Makes a Bestselling Book
From Susan KendrickListen Now -- only 4:15 minutes -- see link, below.
All Things Considered, October 10, 2007: The New York Times bestseller list used to be the gold standard of the publishing world. But these days, there is a proliferation of lists, and stores prominently display their own "best-sellers."
That begs the question: What does it mean to be a best-seller? And how important is that label to the publishing industry and its customers?
Click on this link -- to listen to this NPR broadcast:
http://www.npr.org/templates/dmg/popup.php?id=15160936&type=1&date=10-Oct-2007&au=1&pid=02227771&random=4363350035&guid=0008F4CD27A0070E4A9D000061626364&uaType=WM&aaType=RM,WM&upf=Win32&topicName=Books&subtopicName=Books&prgCode=ATC&hubId=-1&thingId=15160972&ssid=&tableModifier=&mtype=WM
Click on this link to access the NPR webpage with this story:
http://www.npr.org/templates/story/story.php?storyId=15160972
Tuesday, October 9, 2007
Book Cover Coaching: Domain Names for Book Titles
Book Title Domain Names:
The 5-Step Checklist
How to search for and register domain names for any book title
AND, make that process part of your overall book title strategy
By Susan Kendrick
On October 5, 2007, I gave you shortcut techniques for how to create available domain names you want for your book title—especially a one-word book title, which is usually more challenging.
Now, here is the bigger picture—a quick 5-Step Checklist for how to search, evaluate, and register domain names for your book titles, of any length!
The 5-Step Checklist
1.) Search domain names early--as soon as you start brainstorming book titles. You can do free domain name searches at http://www.freekeywords.wordtracker.com. If a book title idea you have in mind is taken already taken as a domain name, that’s a sign it could already be the name of a business or some other trademarked entity. Or, it could just mean that someone else owns it, but it is not being used for any particular website. To find out, key the domain name into your browser as a .com to see where it takes you. It will either take you to a website that is using the domain name, or take you to a website where the domain name is for sale.
2.) Investigate the competition. If the website using the domain name you want is for a product, service, or business in the same field as yours, don’t go any further. Start working on another book title and domain name choice. Here's why: You need to find a book title, and a domain name to go with it, that will help you build a unique presence for your book or product, one that stands alone and will not be confused with a similar offer.
5.) Register all possible versions of your domain name. Get the misspellings as well and as other derivatives ("2" and "two, to," etc.), including the domain name with the words separated by hyphens. Also, if you find an available domain name for a book title you are even considering, get it. Domain names are cheap. Less than ten dollars is a small price to pay for owning a piece of Internet property that may be the beginning of a powerful online presence for you and your book.
The 5-Step Checklist
How to search for and register domain names for any book title
AND, make that process part of your overall book title strategy
By Susan Kendrick
On October 5, 2007, I gave you shortcut techniques for how to create available domain names you want for your book title—especially a one-word book title, which is usually more challenging.
Now, here is the bigger picture—a quick 5-Step Checklist for how to search, evaluate, and register domain names for your book titles, of any length!
The 5-Step Checklist
1.) Search domain names early--as soon as you start brainstorming book titles. You can do free domain name searches at http://www.freekeywords.wordtracker.com. If a book title idea you have in mind is taken already taken as a domain name, that’s a sign it could already be the name of a business or some other trademarked entity. Or, it could just mean that someone else owns it, but it is not being used for any particular website. To find out, key the domain name into your browser as a .com to see where it takes you. It will either take you to a website that is using the domain name, or take you to a website where the domain name is for sale.
2.) Investigate the competition. If the website using the domain name you want is for a product, service, or business in the same field as yours, don’t go any further. Start working on another book title and domain name choice. Here's why: You need to find a book title, and a domain name to go with it, that will help you build a unique presence for your book or product, one that stands alone and will not be confused with a similar offer.
3.) Ensure your success. If the .com you want is taken but represents a completely different industry or market, there is a solution. Add words to or otherwise modify the domain name so that you can find one that is available. See my posting on October 5, 2007, Book Cover Coaching: URLs for One-Word Book Titles
4.) Get the .com! It's worth the effort to register the .com for any domain name you plan to use to promote your book, build your brand, and establish yourself as the expert on your topic. It's often easier to find a domain name available as a .net, .biz, etc., but this seems second class. It says that someone else has the “real” domain name. It says that someone else was doing this first, and is doing it bigger and better. It says that someone else is more reputable, more of an expert. These are all things you want someone to think and say about you. So, don’t mess around--get the .com. Once you have that, then get the .net, .biz, and the rest to completely secure your brand.5.) Register all possible versions of your domain name. Get the misspellings as well and as other derivatives ("2" and "two, to," etc.), including the domain name with the words separated by hyphens. Also, if you find an available domain name for a book title you are even considering, get it. Domain names are cheap. Less than ten dollars is a small price to pay for owning a piece of Internet property that may be the beginning of a powerful online presence for you and your book.
"People have bought my book based on the title alone," say many authors we work with. "My book title and cover got me picked up by a major distributor," says another. Just a few good words will do the same thing for your book. Go to http://www.writetoyourmarket.com/action2.html to learn how.
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
© Copyright 2007, Susan Kendrick, Write to Your Market, Inc.
http://www.writetoyourmarket.com
715-634-4120
Monday, October 8, 2007
Book Cover Coaching: The Positioning Power of Subtitles
Google News Alert for:Book Titles and Subtitles
By Susan Kendrick
Whatever your politics . . . If you're working on a title for your book, you will learn an important lesson from this interview!
These Google News Alerts will be a regular feature on this blog. Subscribe to this blog now (see form on left) to get both the alert and the commentary you will find only here at "Book Cover Coaching"!
NEW YORK POST -- October 7, 2007
BALTIMORE SUN -- October 8, 2007
RE: Columnist Liz Smith, on TV commentator Chris Matthews’ new book, “Life’s a Campaign”
About the interview, Liz says:
“I REMONSTRATED with Chris over the name of his book, saying that people who aren't hot into politics might not be interested from the title. He nodded, "Yes, I know. But I subtitled it 'What Politics Has Taught Me About Friendship, Rivalry, Reputation and Success.'"
According to Liz, this works: "I had already read the book and found it a general primer for how to succeed in life by studying those around you. And it's a whiz."
What this Google News Alert means for you:
Make sure your book title and subtitle work together to pull people in. In this case, the book's title, Life’s a Campaign, is a twist on the phrase, "Life’s a Carnival" or perhaps, "Life's a B----"? Either way, author Chris Mathews sets us up for the overall tone and content of the book. Notice the main topic word in the title, “Campaign,” so we know what the book’s about . . . almost!
And that's the point here. This is where Chris deftly cozies up to a subtitle that uses the strategy of quickly moving from the specific to the general--that is, from a niche topic to a larger, crowd-pleasing look at life and how we live it. In this case, the specifics are “campaigns” and “politics” . . . which quickly shifts to the general arena of “friendship, rivalry, reputation, and success.” Together, the book's title and subtitle seem to say, "Hey, if you're not especially into politics, no problem--expect more and get it in this high-stepping look at life, through what just happens to be this particular lens."
Could this book title and subtitle strategy work for you?
Make sure your book title and subtitle work together to pull people in: Create a title and subtitle combo that identifies the topic AND sets the tone. In this case, the book title strategy was "Use a Twist on a Familiar Phrase." Then, pair up that title with a subtitle that comes in to deliver the perfect punchline. Don't wait for your book to get noticed by major media. You can, and should, start promoting your book before it's even released, using one simple book marketing tool. Find out how these authors did it at: http://www.writetoyourmarket.com/action2.html
See this Google News Alert on Book Titles and Subtitles in its entirety at http://www.nypost.com/seven/10072007/gossip/liz/chris_matthews_a_busy_guy.htm
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
© Copyright 2007, Susan Kendrick, Write to Your Market, Inc.
http://www.writetoyourmarket.com/
715-634-4120
http://www.writetoyourmarket.com/
715-634-4120
Friday, October 5, 2007
Book Cover Coaching: URLs for One-Word Book Titles
15 Simple Ways to Get the URLs you want
for Your One-Word Book Title
By Susan Kendrick
This article is the follow-up to the 9/15/07 posting, “Book Titles: One-Word Wonders.”
If you’ve done any searching for domain names, you know how hard it can be to find one that’s available. For one-word book titles like Giving, Blink, Winning, or the one-word book title you have in mind, it’s even more challenging. Let’s face it, the kinds of common, everyday words that make great one-word book titles are usually already taken, and in many forms. But, there are ways to make them work. (Note--If your book title is a few or several words long, you will likely find it easier to secure it as a domain name as is and should do so. If you can't, then the tips below will work for you, too.)
One way is to create a URL that shows it is specifically for a book--see the first few suggestions in the list below. Second, as long as your one-word title is not being used in a similar field or industry, you can take advantage of more options like "place" and others below that establish your URL not just as your book, but as your overall business brand that you are using this book to build.
How to do it
To create this kind of book title URL, add words to or otherwise modify the book title so you can find a URL that is available. Here are some examples. In each suggestion below, the blank represents the book title. You can also experiment with using prefixes and endings together. Whatever you choose, remember that the URL has to be easy to say, easy to hear, and most of all—easy to remember.
Here are 15 ideas to get you started:
________________book.com
________________book.com
________________online.com
________________series.com
________________series.com
________________place.com
________________coach.com
________________coaching.com
________________coach.com
________________coaching.com
________________now.com
________________today.com
Your____________.com
My_____________.com
Get____________.com
More___________.com
Choose_________.com
The_____________book.com
The_____________place.com
________________today.com
Your____________.com
My_____________.com
Get____________.com
More___________.com
Choose_________.com
The_____________book.com
The_____________place.com
Your____________place.com
Need more?
Need more?
As you can see, the list can go on and on. Consider adding works like “go,” “plus,” “ultimate,” etc. The particular meaning of your one-word book title will also present you with a wealth of unique ways to create memorable URLs. So, you now have not only a way to find just one URL that's available, but many that will help you throughout your book marketing efforts and that will secure the brand for your book and your business. So, get started and good luck!
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
© Copyright 2007, Susan Kendrick, Write to Your Market, Inc.
www.writetoyourmarket.com
715-634-4120
Wednesday, October 3, 2007
Book Cover Coaching: Back Cover Headlines
How to Create a Killer Back Cover Headline
aka, the "CUT and FRY" Technique . . .
By Susan Kendrick
If you’ve spent any time brainstorming a title for your book or information product, this back cover headline technique is for you. Remember all those title ideas that didn't quite make the final cut for front cover? Go back and look at them again. One of them could be a killer headline for your back cover.
Using the "Cut and Fry" Technique
A favorite example comes from a book cover title we worked on that was published in 1998 by Larry Clapp and is still getting five-star reviews on Amazon. You’ll see below why this book cover headline is still fresh in my memory. Part of it is because of the lively team dynamic that included Dan Poynter, self-publishing expert and bestselling author of The Self-Publishing Manual, now in its 16th edition. If you don't have this book, get it! Go to http://parapublishing.com.
Larry Clapp's book is about healing from and preventing prostate cancer. This author refused to have surgery, radiation, or chemotherapy for his cancer, instead opting to investigate alternatives therapies. Since he successfully survived on his own terms, and wanted to warn others about the potential harm of more invasive procedures, he wanted to call his book:
“Don’t Let Them Cut or Fry Your Prostate”
Ouch! While this is an extremely powerful and commanding phrase . . . it only tells readers what not to do, instead of telling them what they can do or what positive benefits this book offers them. It’s also just a little scary. The solution that evolved for this title was:
“Prostate Health in 90 Days: Without Drugs or Surgery”
Much better! Again, this book is a gold mine of information, guidance, and encouragement for many men, as well as for their wives and partners. This brings up another important point about book titles. Studies continue to show that the majority of book buyers are women. While many men will read and often buy a health book like this for themselves, the more likely scenario is that many more women will buy it for their partners, husbands, sons, fathers, etc. So, which of the two titles above do you think would appeal more to the majority of buyers?
A larger part of this book’s marketing success is due to its now very powerful positive title that offers tangible results in a positive way. Imagine the relief people feel when they read or hear about this book and discover that this kind of solution is available to them. Is your book the solution people are looking for right now in their lives? Let them know exactly what it can do for them.
Back to the headline.
Here’s where “Cut or Fry” comes back into play. Imagine turning that book over, or looking at the back cover copy on your website, Amazon, or some other site, and seeing that zinger of a back cover headline, “Don’t let them cut or fry your prostate!” The author kept that phrase he initially felt so passionate about as the title, but used it where it serves the book much better.
Remember all this when you need a pull-em-in headline for the back cover of your book or information product either in print or online. Keep whatever doesn't become your title, and mine that list for ideas and power phrases that can become not only your headline, but other sound bites and taglines as well.
We recently worked with an author who used his book's title and back cover sales copy to help land a major distributor. To hear from this author and others who are using their book cover copy to successfully market their books, go to http://www.writetoyourmarket.com/action2.html
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
aka, the "CUT and FRY" Technique . . .
By Susan Kendrick
If you’ve spent any time brainstorming a title for your book or information product, this back cover headline technique is for you. Remember all those title ideas that didn't quite make the final cut for front cover? Go back and look at them again. One of them could be a killer headline for your back cover.
Using the "Cut and Fry" Technique
A favorite example comes from a book cover title we worked on that was published in 1998 by Larry Clapp and is still getting five-star reviews on Amazon. You’ll see below why this book cover headline is still fresh in my memory. Part of it is because of the lively team dynamic that included Dan Poynter, self-publishing expert and bestselling author of The Self-Publishing Manual, now in its 16th edition. If you don't have this book, get it! Go to http://parapublishing.com.
Larry Clapp's book is about healing from and preventing prostate cancer. This author refused to have surgery, radiation, or chemotherapy for his cancer, instead opting to investigate alternatives therapies. Since he successfully survived on his own terms, and wanted to warn others about the potential harm of more invasive procedures, he wanted to call his book:
“Don’t Let Them Cut or Fry Your Prostate”
Ouch! While this is an extremely powerful and commanding phrase . . . it only tells readers what not to do, instead of telling them what they can do or what positive benefits this book offers them. It’s also just a little scary. The solution that evolved for this title was:
“Prostate Health in 90 Days: Without Drugs or Surgery”
Much better! Again, this book is a gold mine of information, guidance, and encouragement for many men, as well as for their wives and partners. This brings up another important point about book titles. Studies continue to show that the majority of book buyers are women. While many men will read and often buy a health book like this for themselves, the more likely scenario is that many more women will buy it for their partners, husbands, sons, fathers, etc. So, which of the two titles above do you think would appeal more to the majority of buyers?
A larger part of this book’s marketing success is due to its now very powerful positive title that offers tangible results in a positive way. Imagine the relief people feel when they read or hear about this book and discover that this kind of solution is available to them. Is your book the solution people are looking for right now in their lives? Let them know exactly what it can do for them.
Back to the headline.
Here’s where “Cut or Fry” comes back into play. Imagine turning that book over, or looking at the back cover copy on your website, Amazon, or some other site, and seeing that zinger of a back cover headline, “Don’t let them cut or fry your prostate!” The author kept that phrase he initially felt so passionate about as the title, but used it where it serves the book much better.
Remember all this when you need a pull-em-in headline for the back cover of your book or information product either in print or online. Keep whatever doesn't become your title, and mine that list for ideas and power phrases that can become not only your headline, but other sound bites and taglines as well.
We recently worked with an author who used his book's title and back cover sales copy to help land a major distributor. To hear from this author and others who are using their book cover copy to successfully market their books, go to http://www.writetoyourmarket.com/action2.html
Questions? Please give us a at 715-634-4120 or email info@WriteToYourMarket.com
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