Can a terrible title and/or subtitle sink your chances of getting a literary agent or publisher? You bet. And an amazing one can spark interest in your project—even if the rest of the book needs work.
Sure, titles and subtitles are subjective to a certain degree. You’ll never please everybody. Many an editor has lost sleep—and clumps of hair—trying to come up with a title that passes muster with the publisher, sales director, marketing manager, and author. Oh, and the art director has an opinion, too!
Sometimes you hit the jackpot with a title that everyone loves immediately. (I’m looking at you Change Your Brain, Change Your Life). Other times, it’s a slog to come up with a title and subtitle that do what they need to do and sell the book to your ideal reader even if they don’t set anyone’s heart on fire.
If you’re struggling with a title and subtitle (whether you are determined to find a literary agent or committed to self-publishing), rest assured you are in very good company—and that the title and subtitle will likely be discussed again and again and again throughout the publishing process. That’s OK. The title and subtitle are perhaps the most important advertising copy a book gets so it’s worthwhile to spend time trying to get them right. Lightning may strike.
But if it doesn’t, do your best to steer clear of a terrible title and subtitle by avoiding the following common mistakes.
Top 5 Nonfiction Book Title and Subtitle Mistakes
#1 They don’t have a promise or point of view.
What does the reader get from your book? That’s the promise and every nonfiction book should have one (or two) clearly identified in the title and subtitle.
People plonk down their hard-earned money to buy a book because they think it will provide them with something they are looking for. That something could be a solution to a problem, a new perspective on the human condition, the latest scientific research, or a humorous romp to chase the blues away. They want to learn, fix, change, understand, or explore something. A book’s title and subtitle should make it crystal clear how the book will meet the reader’s need and fulfill its promise.
These are some examples of titles and subtitles with promise:
1. Change Your Brain, Change Your Life: The Breakthrough Program for Conquering Anxiety, Depression, Obsessiveness, Lack of Focus, Anger, and Memory Problems (Health)
Struggling with any of these issues and looking to improve your life? I got you.
2. American Eden: David Hosack, Botany, and Medicine in the Garden of the Early Republic (History)
Want to know more about the intersection of early American history, botanical gardens, and science? Pick me.
3. Look Me in the Eye: My Life with Asperger’s (Memoir)
Interested in a personal account of what it’s like to live with this form of autism? Right here.
Every nonfiction book should have a promise but some also have a strong point of view that should be highlighted in the title and subtitle. Books that get noticed tend to say something and express a specific side of an argument:
1. The Sum of Us: What Racism Costs Everyone and How We Can Prosper Together
2. Talking to Strangers: What We Should Know About the People We Don't Know
Use the title and subtitle to say what the book offers your reader. Don’t shy away from a clear promise and point of view.
#2 They don’t match the category.
Ever notice a lot of memoirs have subtitles that begin with “A Memoir of….”? Or that prescriptive nonfiction books often have a clear, direct promise as the main title with “how to” or the words “plan,” “program,” or “way” in the subtitle? If you are a history reader, you may have noticed the “A Tale of X, Y, and Z” or “A Brief History of…” trend.
You’ve probably read a lot of books in the same category as your book. Pay attention to the language of the titles and subtitles in that category and lean on popular trends for your book. These trends don’t happen by accident. Publishing folks think that these approaches sell books, so get on board. Make it your own—I am not suggesting you copy another book’s title or subtitle—but make sure the language you are using immediately signals to an agent, publisher, and reader that you know how to sell a book in your category.
#3 The book doesn’t have a subtitle.
Michelle Obama and Prince Harry don’t need subtitles but the rest of us mere mortals should use that valuable piece of real estate to position and sell our books. And while “A Memoir” or “A Biography” counts as a subtitle, why not add a few more key words or compelling descriptive copy to draw in a reader?
For example, which of these is more selling?
American Prometheus: A Biography of J. Robert Oppenheimer
or
American Prometheus: The Triumph and Tragedy of J. Robert Oppenheimer
Exactly.
#4 They don’t align with the content of the book.
This seems fairly obvious but I know how easy it is to fall in love with a title—a great title!—that would be the perfect match for an entirely different book than the one you are publishing. Quirky and literary? Not ideal for a methodically-researched science book. Quiet and thoughtful? Not the best way to introduce a laugh-out-loud, bitingly humorous memoir. Sounds like it could be the title of a bestselling thriller? Skip it in favor of one that screams nonfiction.
Your title and subtitle are intended to attract the ideal reader for your book. By matching the tone, style, language, and message of the text of the book with the title and subtitle, you’ll be in a much better position to connect with a potential reader. Save the hyperbole and misdirection for dating apps.
#5 They don’t include branding.
Don’t leave potential readers who already know and like you on the table! If you already have a brand identity, whether because of a podcast, website, product, TEDTalk, online seminar series, etc., consider using the brand name in the title or subtitle. If those places aren’t a good fit (ask yourself why), then do be sure to place it in the author line.
Examples:
Title: The Barefoot Contessa Cookbook by Ina Garten (Barefoot Contessa was the name of her specialty food store.)
Title: Grit: The Power and Passion of Perseverance by Angela Duckworth (Grit is the name of her successful TEDTalk.)
Title and author line: Lucky Dog Lessons: Train Your Dog in 7 Days by Brandon McMillan, Emmy Award-Winning Host of Lucky Dog
Author line: Andrea Hanneman, Creator of Earthy Andy
Avoid these mistakes and your proposal or book is well on its way to being good to go. If you are working on a proposal, be sure to check out my article on how to Avoid the Top 5 Nonfiction Book Proposal Mistakes. In future articles, I’ll take a closer look at the rest of the main elements of a book proposal, including the overview, marketing and publicity, and competitive titles, and help you avoid more of the mistakes that get book proposals tossed in the reject pile. Or reach out for one-on-one assistance to make your proposal or book stand out.
"Good to Go" Nonfiction Title and Subtitle Checklist
__ Promise and/or point of view
__ Match the category
__ Selling subtitle
__ Align with the content of the book
__ Include branding
Sure, titles and subtitles are subjective to a certain degree. You’ll never please everybody. Many an editor has lost sleep—and clumps of hair—trying to come up with a title that passes muster with the publisher, sales director, marketing manager, and author. Oh, and the art director has an opinion, too!
Sometimes you hit the jackpot with a title that everyone loves immediately. (I’m looking at you Change Your Brain, Change Your Life). Other times, it’s a slog to come up with a title and subtitle that do what they need to do and sell the book to your ideal reader even if they don’t set anyone’s heart on fire.
If you’re struggling with a title and subtitle (whether you are determined to find a literary agent or committed to self-publishing), rest assured you are in very good company—and that the title and subtitle will likely be discussed again and again and again throughout the publishing process. That’s OK. The title and subtitle are perhaps the most important advertising copy a book gets so it’s worthwhile to spend time trying to get them right. Lightning may strike.
But if it doesn’t, do your best to steer clear of a terrible title and subtitle by avoiding the following common mistakes.
Top 5 Nonfiction Book Title and Subtitle Mistakes
#1 They don’t have a promise or point of view.
What does the reader get from your book? That’s the promise and every nonfiction book should have one (or two) clearly identified in the title and subtitle.
People plonk down their hard-earned money to buy a book because they think it will provide them with something they are looking for. That something could be a solution to a problem, a new perspective on the human condition, the latest scientific research, or a humorous romp to chase the blues away. They want to learn, fix, change, understand, or explore something. A book’s title and subtitle should make it crystal clear how the book will meet the reader’s need and fulfill its promise.
These are some examples of titles and subtitles with promise:
1. Change Your Brain, Change Your Life: The Breakthrough Program for Conquering Anxiety, Depression, Obsessiveness, Lack of Focus, Anger, and Memory Problems (Health)
Struggling with any of these issues and looking to improve your life? I got you.
2. American Eden: David Hosack, Botany, and Medicine in the Garden of the Early Republic (History)
Want to know more about the intersection of early American history, botanical gardens, and science? Pick me.
3. Look Me in the Eye: My Life with Asperger’s (Memoir)
Interested in a personal account of what it’s like to live with this form of autism? Right here.
Every nonfiction book should have a promise but some also have a strong point of view that should be highlighted in the title and subtitle. Books that get noticed tend to say something and express a specific side of an argument:
1. The Sum of Us: What Racism Costs Everyone and How We Can Prosper Together
2. Talking to Strangers: What We Should Know About the People We Don't Know
Use the title and subtitle to say what the book offers your reader. Don’t shy away from a clear promise and point of view.
#2 They don’t match the category.
Ever notice a lot of memoirs have subtitles that begin with “A Memoir of….”? Or that prescriptive nonfiction books often have a clear, direct promise as the main title with “how to” or the words “plan,” “program,” or “way” in the subtitle? If you are a history reader, you may have noticed the “A Tale of X, Y, and Z” or “A Brief History of…” trend.
You’ve probably read a lot of books in the same category as your book. Pay attention to the language of the titles and subtitles in that category and lean on popular trends for your book. These trends don’t happen by accident. Publishing folks think that these approaches sell books, so get on board. Make it your own—I am not suggesting you copy another book’s title or subtitle—but make sure the language you are using immediately signals to an agent, publisher, and reader that you know how to sell a book in your category.
#3 The book doesn’t have a subtitle.
Michelle Obama and Prince Harry don’t need subtitles but the rest of us mere mortals should use that valuable piece of real estate to position and sell our books. And while “A Memoir” or “A Biography” counts as a subtitle, why not add a few more key words or compelling descriptive copy to draw in a reader?
For example, which of these is more selling?
American Prometheus: A Biography of J. Robert Oppenheimer
or
American Prometheus: The Triumph and Tragedy of J. Robert Oppenheimer
Exactly.
#4 They don’t align with the content of the book.
This seems fairly obvious but I know how easy it is to fall in love with a title—a great title!—that would be the perfect match for an entirely different book than the one you are publishing. Quirky and literary? Not ideal for a methodically-researched science book. Quiet and thoughtful? Not the best way to introduce a laugh-out-loud, bitingly humorous memoir. Sounds like it could be the title of a bestselling thriller? Skip it in favor of one that screams nonfiction.
Your title and subtitle are intended to attract the ideal reader for your book. By matching the tone, style, language, and message of the text of the book with the title and subtitle, you’ll be in a much better position to connect with a potential reader. Save the hyperbole and misdirection for dating apps.
#5 They don’t include branding.
Don’t leave potential readers who already know and like you on the table! If you already have a brand identity, whether because of a podcast, website, product, TEDTalk, online seminar series, etc., consider using the brand name in the title or subtitle. If those places aren’t a good fit (ask yourself why), then do be sure to place it in the author line.
Examples:
Title: The Barefoot Contessa Cookbook by Ina Garten (Barefoot Contessa was the name of her specialty food store.)
Title: Grit: The Power and Passion of Perseverance by Angela Duckworth (Grit is the name of her successful TEDTalk.)
Title and author line: Lucky Dog Lessons: Train Your Dog in 7 Days by Brandon McMillan, Emmy Award-Winning Host of Lucky Dog
Author line: Andrea Hanneman, Creator of Earthy Andy
Avoid these mistakes and your proposal or book is well on its way to being good to go. If you are working on a proposal, be sure to check out my article on how to Avoid the Top 5 Nonfiction Book Proposal Mistakes. In future articles, I’ll take a closer look at the rest of the main elements of a book proposal, including the overview, marketing and publicity, and competitive titles, and help you avoid more of the mistakes that get book proposals tossed in the reject pile. Or reach out for one-on-one assistance to make your proposal or book stand out.
"Good to Go" Nonfiction Title and Subtitle Checklist
__ Promise and/or point of view
__ Match the category
__ Selling subtitle
__ Align with the content of the book
__ Include branding