From Think and Grow Rich by Napoleon Hill:
"A publisher of books, which sell for a nickel, made a discovery that should be worth much to publishers generally. He learned that many people buy titles, and not contents of books. By merely changing the name of one book that was not moving, his sales on that book jumped upward more than a million copies. The inside of the book was not changed in any way. He merely ripped off the cover bearing the title that did not sell, and put on a new cover with a title that had 'box-office' value."
That was written 86 years ago. It still applies today.
Lesson 1: Your Title Has to Stop People Mid-Scroll
Just as it was 86 years ago, people today are drawn to titles, headlines, tweets, and quotes. They make decisions mid-scroll without needing to dig into the content.
If the purpose of your book is to build your business, you need to make sure you attract the people you can ultimately help by interrupting that scroll, by suggesting there is an answer to a problem they have in the pages of your book.
Lesson 2: Demonstrate You Can Help With a "Box-Office" Title
Whether you're selling your book for a "nickel" or an email address, you have to demonstrate value in the title. "Master Your Money." "Retire As You Desire." "What To Do At 62." "Your Book Blueprint Scorecard."
People buy titles, not contents. Your title has to demonstrate value before a single page gets read.
You do that by understanding the challenges your clients face, and giving them something of value wrapped up in a "box-office" title that demands their attention.
It's no coincidence that the biggest-grossing movie in 1936 was "How To Become A Detective," and while I doubt moviegoers left with a blueprint to becoming a PI, I'm sure they got a movie that delivered on the promise of the title.
Nothing Happens Without Your Title Causing an Action
The rest of your book, landing pages, and thoughtful follow-up are all irrelevant if your title doesn't compel people to take that first step and request a copy. A title that promises a great outcome is the simplest way to get their attention.
