How to create an engaging non-fiction book title and subtitle

Creating the perfect title and subtitle for your business book is something that shouldn't be rushed. This small collection of words is the first impression that your book makes, and despite age-old advice not to judge a book by its cover, the reality is that people do! A well-crafted title and subtitle are your opportunity to entice readers to buy and read your book.

This is your most important opportunity to address your audience’s questions and show how you can help them. If you do it well, you will establish your authority, attract your target audience, and dramatically affect your book’s impact and reach. In this article, we’ll look at key strategies to help you effectively capture the essence of your message at a glance.

The importance of your non-fiction book title and subtitle

Your title and subtitle should specifically address your ideal client (Person), their central question or problem (Pain), and the solution your book offers (Promise). This approach, which we call the ‘3 Ps’, will ensure your title speaks directly to your target audience and promises a clear benefit or transformation.

When you use this approach to create a title (you can read more about it in our best-selling book, Bookbuilder), you will intrigue potential readers with your relevance. Using the same approach to create a subtitle provides an extra layer of context to clarify the book’s content and value.

Get your title and subtitle to work together

Your subtitle is an extension of your title. While the title grabs the reader’s attention with its immediate appeal, the subtitle gives more information that clarifies the book’s content and the value it offers. Both should work in harmony to set the right expectations and attract readers.

Synergy between your title and subtitle ensures that potential readers understand exactly what your book is about and why it’s relevant to them. By making this connection very clear, you increase the likelihood of engaging your audience and encouraging them to buy your book.

How to write a great non-fiction book title and subtitle

The title and subtitle of a non-fiction business book should speak directly to its target audience and the main problem that the author is promising to help them solve. But how do you get this just right?

Here’s how to capture the right attention:

Summarise your book in one sentence

Linking to the 3 Ps will guide you. Identify your ideal client (Person), their central problem or question (Pain), and the solution or benefit your book provides (Promise).

Write each of these elements down, and then experiment with different combinations to see how they fit together in a single, impactful sentence. This sentence will form the foundation for developing your book’s title and subtitle and will ensure they are aligned with the core message and value proposition of your book.

Use keywords your ideal client is searching for

Just like when you’re writing online content, it’s crucial to incorporate keywords your ideal client is searching for in your title and subtitle. By including these keywords, you increase the chances of your book appearing in search results and make it more discoverable to your audience.

Research common search terms and phrases that your clients use when looking for information related to the content of your book. Tools like Google Keyword Planner, Ubersuggest, or even Amazon’s search bar will give you insight into popular searches. Once you have identified your keywords, include them naturally in your title and subtitle. This improves your book’s visibility and signals to readers that your book addresses their needs and interests.

Use power words

Incorporate power words to make your title and subtitle compelling. Power words trigger strong emotions, draw readers in, and create a sense of urgency or curiosity. Include one or a combination to enhance the impact of your title and subtitle and make them more attractive and memorable.

Here’s a list of powerful words that can elevate your non-fiction title and subtitle:

1. How to
2. Secrets of
3. Stop
4. Start
5. Discover
6. Unleash
7. Change
8. Never
9. Always
10. Overcome
11. Unlock
12. Beat
13. Free
14. You/Your
15. Ways To
16. The Key To
17. Master
18. Become

When strategically using these power words, you capture attention and clearly communicate the value of your book. By invoking a strong emotional response and a sense of urgency, it encourages readers to discover what your book offers.

Avoid numbers

Numbers are sometimes useful in conveying structure or steps, but they can make book titles less engaging and less searchable. Even if your book is based around a four-point, five-point, or even six-point model, including those numbers in your title offers little value.

Remember, your title and subtitle combination needs to be as keyword-rich as possible. Potential readers are unlikely to search for phrases like "the five steps to..." when looking for solutions or answers to their questions. Using numbers this way wastes three or four precious words out of the twelve to twenty words you have available.

Never use numbers in place of words just to match a website address or a product name. For example, "four" is not the same as "for," and "two" is not the same as "to." These substitutions confuse and make your title less effective. Always prioritise clarity, relevance, and impact through words to ensure your title and subtitle have an impact and convey what you offer.

Combine everything in a snappy, interesting title and subtitle combination

By following this simple advice, you will create an informative, intriguing title and subtitle. Spend time brainstorming a few different title and subtitle options. Mix and match and play around with word order to see which combinations work best. Find a compelling, cohesive pair that captures attention and clearly conveys the essence of your book.

As you experiment, avoid repeating words in the title or subtitle. This helps you make the most of every keyword, thus enhancing your book's discoverability. Position your book as a positive solution, emphasise the big promise and focus on your ideal client's pain point. Highlight the benefits and transformations your book offers to create a compelling proposition for readers.

This process requires creativity and critical thinking. Keep refining options until you find a balance between clarity, engagement, and keyword optimisation. A great title and subtitle combination will attract readers and set expectations for the valuable content in your book.

Check your title and subtitle requirements before publishing

Before a final decision on your book title and subtitle, it’s crucial to make sure they meet some key requirements. By following the following checklist, you will create a title and subtitle that attract your target audience and convey the value of your book.

They should:

• Clearly indicate what the book is about
• Make a big promise
• Be easy to spell and pronounce
• Contain simple, dramatic, and/or sensational words
• Be easy to remember and share.

Additionally, your title and subtitle should cover at least two of these things:

• Pose a question
• Say something contentious, shocking, or risky
• Create curiosity
• Be unique and catchy
• Work well as a headline in a newspaper or sales letter.

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An intriguing and effective non-fiction book title and subtitle capture the attention of your target audience. By following the advice in this article, you will create a compelling combination that stands out. Remember to ensure they work together harmoniously and provide a clear and enticing reason for readers to pick up your book!

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