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A Good Title Is A Work of Genius
© 2003 By
Yanik Silver
(That's
what Emanuel Haldeman-Julius said about changing the title
of a book to increase sales. And he should know, he's the
guy who single-handedly sold more than 100,000,000
"little blue books" during the first part of the
20th century (Yes, I said 100 million copies).
His book entitled "The First Hundred
Million" gives a rare glimpse into how to use
certain tested title words to increase your sales. In fact,
his book is one of the most scientific studies of what a
title change can do for your sales.
The most remarkable thing is that Haldeman-Julius simply
advertised his books by title alone. There was no selling
copy, only the title of the book. That's it.
So before you decide on any haphazard title for your next
ebook, manual, ezine article or free report, you might want
to take advice from this savvy marketer.
Haldeman-Julius had a policy in his business - if a title
didn't sell over 10,000 copies a year it was sent to a place
in his office called "The Hospital". Inside the
Hospital he went to work coming up with a new title for the
poorly selling book and re-releasing it. If the revised
title didn't sell, the book went into the 'morgue".
He tells about a book originally being titled "The
Art of Controversy" which never really sold
until it was changed to "How to Argue
Logically" and then it leapt up to 30,000
copies. The amazing thing is that nothing else was changed
inside the book, just the title.
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And from this "in the trenches" research,
Haldeman-Julius discovered certain title words that could
increase the sales of almost any book when applied. For
instance the words "The Truth About"
increased sales for one book starting its publishing life as
"Patent Medicine". This book by Dr.
Arthur Cramp only sold 3,000 copies in 1925 but when the
title was changed to "The Truth About Patent
Medicine" it rose up to a respectable 10,000
copies.
Therefore the words "The Truth About"
are magical.
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Next, he found the words "Life"
and "Love" to work well. Followed by
the worn, but still very powerful phrase "How
To". Books with "How To"
in the title were almost always placed at the top of his
sales list. Take for example, the title "How to
Psycho-Analyze Yourself" sold 43,000 copies
while a similar title "Psycho-Analysis
Explained" sold 5,000 less copies. And the
title "How I Psycho-Analyzed Myself"
managed to attract only 13,500 buyers.
What's more, Haldeman-Julius discovered the public was (and
still is) clamoring for facts. So the words "The Facts
You Should Know" proved a big winner.
So how can you apply this information?
Easy! The way you should use this wisdom from the ages is by
applying it to titles, ebooks, ezine articles, free reports
and your headlines. For instance, if I was a cosmetic
surgeon I'd give out free ebooks like this: "The
Facts You Should Know About Liposuction" or "The
Truth About Laser Hair Removal" or "How
To Erase The Years With Laser Resurfacing".
Each of these could almost be a headline by themselves.
That's what you want to strive for because that's what
people want!
(c) 2000 Surefire Marketing, Inc.
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