By Terry Whalin @terrywhalin
Last week I spoke with an author
about her book. While she had written the manuscript, she didn't have a “working
title.” Another time a writer refused to tell me her title because it was a
“secret.” Both of these are extremes but it shows the variety of author
responses in this critical area of titles. Whether you are writing a book, a
magazine article or an online article, your title will draw readers in seconds.
They will either be enticed to read it or move on to something else (not what
you want). The words in your title are a critical piece for every
writer.
As a book editor--for fiction and
nonfiction, I've repeatedly seen the importance of titles to draw the reader to
the book. Titles for
the book often happen early in the path to publication or on the publisher’s
production schedule. Most nonfiction books are contracted from a book proposal,
so often the writer hasn’t completed their manuscript. Yet the title needs to be
determined for the catalog and sales copy to be created and the cover to be
designed.
Titles should be one to five
words and draw the reader into your article (enticing). The word limit is
particularly important for books because most books are spine out in the
bookstore. Your title has to be readable and fit that spine (along with your
last name). A number of authors don't work hard on their titles because they
believe their publisher will change them anyway. After writing more than 60
books for traditional publishers, I have a different perspective. If I create a
terrific title for my book, I've seen it become the actual title for the
book—even as it goes through the editorial process (different at every
publishing house). My encouragement if for you to create a title along with a
series of alternative titles for your book.
I've been involved in hours of
title meetings where we have an entire white board filled with titles and are
trying to select the right one for the book. What are we working with for this
process? Often it's your original proposal. What have you provided the
publishing house? Have you provided a single title or a title and a list of
alternative titles? As the author, you know your book better than anyone
else--and have the greatest passion for the topic. Make sure that passion shows
up in your title and alternative titles. It will be significant. When I'm in a
title meeting with my colleagues there is one critical person who is
not in the room (the author). In your pitch, I encourage you to seize
your opportunity to give input with your title and alternative
titles.
Publishers work hard at the
title--but don't always get it right the first time--and some times they change
it in the process. For example, years ago the nonfiction book from Frank Peretti
was first released as The Wounded Spirit and the publisher changed the title
to No More Bullies. This book has been repositioned in the market with the new
title.
Titles can make or break a book
or magazine piece. Draw the reader or make them pass on to the next possibility.
Put lots of energy toward this detail. Your title might just be the tipping
point which makes a difference whether your book idea or magazine article is
published or whether it catches lots of attention.
Do you put effort into your
titles? Let me know your insights in the comments
below.
Tweetable:
W. Terry Whalin is an acquisitions editor at Morgan James
Publishing. His work contact information is on the bottom of the second page
(follow this link
). He has written for over 50 magazines and more
than 60 books with traditional publishers. His latest book for writers is 10
Publishing Myths, Insights Every Author Needs to Succeed. Get this book for
only $10 + free shipping and over $200 in bonuses. One of Terry's most popular free ebooks is Straight Talk From the Editor, 18 Keys to a
Rejection-Proof Submission. He lives in Colorado and has 190,000 twitter
followers.
