Original subtitles

I want you to think about when you write the title of your book, your title and

subtitle need to be keyword clickable.

What does that mean?

Especially the subtitle.

You want to include some of your main

keyword phrases in your subtitle.

Here are some books that I kind of chose

at random. These were all books that sell well on

Amazon. Now, many of them also are promoted off

of Amazon. You're going to see that the authors are

on podcast, they're on radio shows, they're on major media such as TV as well

in some cases.

And at the same time, they have titles

that are very clickable for Amazon.

Let's look at some of these the obesity

code, unlocking the secrets of weight loss, why intermittent fasting is the key

to controlling your weight? Well, some of the keyword phrases we see

there are obesity, weight loss.

Intermittent fasting and controlling your

weight. And in each of these titles, I bolded

what would be some of the clickable keyword phrases inside of the titles or

subtitles burn. That's not a very specific main title,

but it's easy to remember one of the things we want to think about for our

titles. But look at the subtitle.

New research blows the lid off how we really burn calories, lose weight, and

stay healthy. That is a benefit plus curiosity.

Strong benefit there, and the fact that it says new research blows the lid off.

Is curiosity driven The xx brain? Hmm i don't even know what that's about.

Although it sounds like a pretty sexy title.

The groundbreaking science empowering women to maximize cognitive health and

prevent Alzheimer's disease.

So The xx brain isn't hitting any keyword

phrases. But cognitive health is prevent

Alzheimer's disease is atomic habits a major bestseller?

He's hitting habits in the title.

These are atomic.

What's that mean? That gives me curiosity, not really

benefit right there.

But there's curiosity in that main title,

and easy and proven way to build good habits and break bad ones.

He's telling me exactly what this is going to do for me.

What about this one main title? 13 things mentally strong people don't

do? Take back your power.

Embrace change.

Face your fears and train your brain for

happiness and success.

So he hit a bunch of phrases in that one.

Let's continue on.

Look at some more clickable keyword

titles. Laughing at Wall Street hmm i know it's

going to be about investing, but I don't really know that much about it.

But I'm laughing, so I've got some curiosity going on there.

How I beat the pros at investing by reading tabloids, shopping at the mall

and connecting on Facebook, and how you can do whoa.

He beat the pros at investing.

That's the benefit, the curiosity there

he's he's reading tabloids, shopping at the mall and connecting on Facebook.

And you can do it too.

What about this one?

Traffic secrets.

That in itself, main title is a keyword

phrase. People would want the underground

playbook for filling your websites and funnels with your dream customers.

What about this one? I've marked almost every keyword in this

title. Mind mapping.

That's the title people will search for.

Mind mapping improve memory,

concentration, communication, organization, creativity and time

management, mental performance.

Like every word in there is a keyword

phrase. Somebody might be searching ancient

remedies, secrets to healing with herbs.

Essential oils, CBD and the most powerful

natural medicine in history, the vegetable gardener's Bible second

edition. Discover Ed's high yield WORD system for

all of North America's gardening regions.

Wide rose organic methods, raised beds,

deep soil. Those are all phrases people would be

searching for. So again, another very strong title with

clickable keywords. Want you to think about a system for when

you create your title and subtitle.

I think of the two pieces together.

You want titles that scream instead of titles that whisper.

Okay scream stands for story, curiosity, referable, emotional, authentic, and

memorable. So you want titles that scream story.

Does the title imply an intriguing story just waiting to be shared?

So there's a story behind the method that you're sharing, curiosity.

Does the title make you achingly curious to discover the secrets that are hidden

within? Notice how often I mentioned benefit plus

curiosity as I was doing the titles and subtitles and reading them off to you.

Curiosity is a major element that.

That'll get people to buy your book and

to read your book.

Is it referrable?

Is the title and concept behind it easy to quickly share with others?

You'll notice that often applies to the main title, the subtitles.

Often longer, more detailed, has more keyword phrases in it, but the title is

the memorable one that you're going to want to share with someone else.

Emotional does your title tap into someone's identity or make them feel

better about themselves, who they are? For example, I just read off the title

about laughing at Wall Street, how I beat the pros at investing by reading

tabloids, shopping at the mall and connecting on Facebook, and how you can

do so. That's identity all the way.

You're laughing at Wall Street.

You too can beat the pros just like he

does. That's emotional authentic does your

product or method deliver on the promise you're making in the title, and does it

match up with the rest of your brand? And you'll notice earlier I talked about

some of the titles of some of the book series that people have and how they're

all branded together memorable does the title, especially the main title, stick

in your memory and make someone say, I've never heard that before.

They read your title and say, wow, I've never heard that before.

It's contrarian.

It's different.

It stands out.

And you'll notice all the titles I just

read were like that in one way or another.

So when you're brainstorming titles, you're going to want to answer these four

questions. These are I'm giving you a way basically

to brainstorm your titles.

I want you to go through these four

questions as you think about your title.

Who is your ideal client and what

desperate problem or burning desire will you help them solve?

So just write down I'm writing to XXX these these people.

And be as descriptive as possible.

And what is the problem or burn and

desire that you can help solve and be as specialized as specific as possible on

this. Because remember, you'll have other books

in the future that will be other problems suffered by this audience.

Next question, what do the current products and services do to solve this

problem? Fulfill this burn and desire?

So what are the other products and services?

What are other books doing? Like if we went back to Glenn's never

binge again book, he said.

All the other current products and

services are healing the wounded inner child.

That's how they solved this problem, fulfilled the burning desire, right?

So we go into the next question, what is your product's reason for existence?

How is it a better or a different solution for your audience if we do take

Glenn's book, Glenn's book? Is different because he's not about

healing the wounding child, he's about a caging that pig on the inside of him.

It's a totally different approach.

It's a totally different mindset.

It's a whole, it's a totally different shift that they have to make.

And that's the reason some people love his book, some people hate it because

it's different than everything else they read, and that's going to be true for you

as well if you find a good contrarian point.

How does this book connect with the rest of your brand and everything else that

you offer? So how is it going to go into the rest?

Of your offers.

So get your answer to those questions.

Then sit down with a mastermind group, or at least one partner, maybe another

author or writer, who's writing nonfiction.

Pretty much everything I'm talking about here is for nonfiction authors.

Some of the principles, such as ranking, can help for fiction, but we're

specializing. We're really talking about the nonfiction

author here.

Try to come up with dozens of.

Of titles. I do the exact same thing when I come up with headlines for my websites

and for my products is you want to come up with dozens of ideas of main titles,

subtitles, then you're going to mix and match some of these ideas together.

I love using a synonym dictionary or like some of the online similar dictionaries

that you can find online.

Just to you know, I'm looking for a more

emotional words that I can share inside these titles and I end up just writing

another title. There's to be times.

Write in a headline or title.

I might have several pages.

I might have dozens and dozens of potential titles.

Then you start mixing and matching some of these ideas together until you get

remember, you want to get some of the keyword phrases in the subtitle, but you

start mixing and matching together until you have a really strong title that

really has that benefit and curiosity.

That's contrarian.

That stands out from some of the competition that you see when you do

searches online. Then you want to do a search on Amazon.

And a search on Google to see if anybody's using your exact title because

obviously you don't want to come out with the exact same title as other people.

That was weird.

What I just searched, OK, that was just

at random that I chose that phrase to search for the women over 50.

And then we saw all those intermittent fasting books that are very similar

titles as the top as three of the top rankings.

That's unusual.

But I want to avoid that in your case and

make sure that you're not coming out with the same exact same title of anybody

else. Because you want to be different.

You want to be contrarian to what's already out there.

Now here's an exercise you could do.

I call this the paradoxical solution

game, and I originally learned it from Glenn Livingston.

What we're gonna do if we do this basically mastermind game.

With a couple of partners is we're going to flip everything on its head and we're

going to try to come up with some bad titles first.

The reason this game works it is because it frees up your creativity.

Too often you're sitting there, like all serious, and I've got to come up with a

great title. I've got to come up with a great name for

my book, and everything is going to collapse.

If I don't get a great title and you put so much stress on yourself, you can't

think about it.

This game is based on fun and cativity,

So what you do is you go in the opposite let's actually go through it.

Step one, you're going to define the problem.

The goal here is to create a memorable title that tells the story, attracts your

ideal client, and makes it easy to refer you to others in a competitive market.

That's the goal of what you're trying to do.

Step 2, you reverse the goal.

So first you're going to try to come up

with a title that's forgettable.

Tells no story or the wrong story.

It repels your ideal clients and makes people too embarrassed to ever even

mention it. So you're going to flip it on its goal,

and you're going to try to come up with some really stupid titles that'll make

your ideal clients run away from you.

So here's what you do next.

Step three, you give yourself and your brainstorming partners 5 minutes to

individually write down as many bad title ideas as you can come up with.

Come up with the worst ideas possible, the better.

That just makes the whole system better.

Make sure you're fun.

You should be laughing as you write these down.

And whenever I've done this to do titles or headlines, we're often laughing

together. We're just laughing as we're writing them

down, and then we're really laughing as we share them with each other.

Then after you're done, if you write them down separately, take 5 or 10 minutes to

go over all the bad titles together.

Write them up on the board.

If you have like a whiteboard in your office, write them up on the whiteboard.

If you don't write them on a piece of paper so everybody can see it, then

everybody see. Put them on your laptop so you can all

see. If you're on zoom with other people, put

them up on the screen.

Maybe you open up a Word document, write

all the titles on it.

But everybody can see all these horrible

titles. They're all laughing and making fun of

the titles. The funny thing is, some of them titles

end up being really stupid, but they might be a good title.

Because they're like so attention grabbing, and maybe not for this product,

maybe for a future product or there's some good stuff in them.

That's part of the reason this game works.

After you've done that and you've had fun and you're all laughing, now, you're

going to give yourself 5 more minutes to each individually write down good ideas.

And these often stem from flipping around the bad ideas, looking back at the flip.

So make sure all the bad ideas are up on screen or in front of everybody's face as

they're writing the good ideas down, because sometimes they'll just flip them

around. And the same thing, these ideas are going

to come to you as you read off those bad ideas.

You're going to start having good ideas to put together.

Then when you get done with that 5 minutes or a little bit more, then you

share your ideas with each other.

Write down all the ideas that came up.

Then go through and mix and match those ideas to choose the new title.

For your book and you'll usually come up with at least a few ideas that you can

then go and survey your audience or surveys people on social media say, hey,

here are some of the titles I'm thinking about for my new book.

Which one speaks to you, which one interests you?

And what you really want is someone to say, hey, I want that book.

That's the type of response that you want to try to get from this game, because you

want a title that hits the keyword phrases you want to go after.

At the same time, there's a strong benefit that people want to know more,

and it builds on the curiosity with some kind of a contrarian angle or viewpoint

that makes people want to know more about the title.

And you can see a lot of examples of titles I've shared all throughout here,

and you can continue doing more research.

Just spend some time on Amazon looking at

the titles that grab your attention.