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"A Good Title Is A Work of Genius"
That's what E. Haldeman-Julius said about changing the title of a book to increase sales. And he should know, he's the guy who sold more than 100,000,000 "little blue books" during the first part of the 20th century. His book entitled "The First Hundred Million" gives a rare glimpse of how to use these tested title words to increase your profits. Haldeman-Julius simply advertised his list of books by title in a newspaper or magazine ad. There was no selling copy, only the title of the book. That's it. If a title didn't sell over 10,000 copies a year it was sent to a place in his office called "The Hospital" and it was in this area a new title was usually given. He tells about a book originally 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. Nothing else was changed inside the book, just the title. And from this 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 as "Patent Medicine" a book by Dr. Arthur Cramp only sold 3,000 copies in 1925. Changed to "The Truth About Patent Medicine" it rose up to a respectable 10,000 copies. So the words "The Truth About" are magical. Next, he found the words "Life" and "Love" to work well. Followed by the worn, but still very powerful phrase "How To". As I went back over his list of sales by category titles with "How To" starting them almost always placed at the top. Take for example the title "How to Psycho-Analyze Yourself" with 43,000 copies sold while a similar title %u201CPsycho-Analysis Explained%u201D sold 38,000 copies and "How I Psycho-Analyzed Myself" did only 13,500 copies. Moving on Haldeman-Julius discovered the public was (and still is) clamoring for facts. So the words "The Facts You Should Know" proved a big winner. reports and your headlines. For instance, if I was a cosmetic surgeon I'd give out free reports 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! |
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