Thread by Joshua Lisec | The Ghostwriter
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- Sep 18, 2022
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THREAD: The top 6 ways to make sure your book title will sell.
Please steal these!
Please steal these!
#1: Know Your Objective
Ignorant newbs think book titles should describe what's in the book.
Lame! And also, will make you broke because your book will fail.
🚨 Your book title IS NOT about what is in the book. 🚨
Ignorant newbs think book titles should describe what's in the book.
Lame! And also, will make you broke because your book will fail.
🚨 Your book title IS NOT about what is in the book. 🚨
Less ignorant newbs think "my book title is about selling my book!"
STILL WRONG
You will still write a book for nothing if you think your book title is about selling your book.
Your book title has only 1 job:
STILL WRONG
You will still write a book for nothing if you think your book title is about selling your book.
Your book title has only 1 job:
Your book title's ONLY job is to get a person *who does not know you* to read the title and say to themselves:
"Huh, that sounds interesting" 🤔
The only thing your book title is selling is people taking action to learn more about what's inside the book.
"Huh, that sounds interesting" 🤔
The only thing your book title is selling is people taking action to learn more about what's inside the book.
90% of books nowadays are sold on Amazon.
Your Title must make people:
1. Stop scrolling search results
2. Click your book title
3. Say to themselves "wow, this looks kind of cool"
4. Read the book description
5. Read the free sample
6. Buy the book
Your Title must make people:
1. Stop scrolling search results
2. Click your book title
3. Say to themselves "wow, this looks kind of cool"
4. Read the book description
5. Read the free sample
6. Buy the book
You see how insane it is that people skip the first 5 steps?
Every single bestselling author does all 6 things, in order, every time.
This is how I ghostwrite bestsellers day in day out. We write book titles keeping the 6 steps in mind.
Every single bestselling author does all 6 things, in order, every time.
This is how I ghostwrite bestsellers day in day out. We write book titles keeping the 6 steps in mind.
Critical here is that the title excites people to learn more- even when the reader has no idea who you are.
If you want a book that only your fans will buy, who cares, go with whatever.
But if you want a book that will create new fans, you need to start with the Subtitle.
If you want a book that only your fans will buy, who cares, go with whatever.
But if you want a book that will create new fans, you need to start with the Subtitle.
#2: Start With The Subtitle
Losers write the Title first, winners write the Subtitle first.
(hey I don't make the rules)
Here is how to write a Subtitle that will get people buying your book:
Losers write the Title first, winners write the Subtitle first.
(hey I don't make the rules)
Here is how to write a Subtitle that will get people buying your book:
#3: Rule Of Threes
Great subtitles follow the rule of threes.
You make three promises.
Your three promises tell your client "Get this specific thing and feel this specific way about it."
Great subtitles follow the rule of threes.
You make three promises.
Your three promises tell your client "Get this specific thing and feel this specific way about it."
Promise #1:
The generic functional promise.
We used "Lose Weight" for @ifixhearts book "Stay Off My Operating Table."
Everyone wants the general functional promise. Who doesn't want to lose weight?
The generic functional promise.
We used "Lose Weight" for @ifixhearts book "Stay Off My Operating Table."
Everyone wants the general functional promise. Who doesn't want to lose weight?
Promise #2:
The specific functional promise.
"Prevent Disease" is our specific functional promise. Now we get to a smaller subset of people.
Maybe you don't identify with "prevent disease."
But qualified prospects for Dr. Ovadia's high ticket offer? This speaks to them!
The specific functional promise.
"Prevent Disease" is our specific functional promise. Now we get to a smaller subset of people.
Maybe you don't identify with "prevent disease."
But qualified prospects for Dr. Ovadia's high ticket offer? This speaks to them!
Promise #3:
The generic emotional promise.
Now we bring everyone back together with "Feel Your Best Every Day" as our generic emotional promise.
Phil's book is full of stories that back up this promise. Can't fake it, don't try.
The generic emotional promise.
Now we bring everyone back together with "Feel Your Best Every Day" as our generic emotional promise.
Phil's book is full of stories that back up this promise. Can't fake it, don't try.
INTERMISSION
"But wait Joshua, why are you giving away your exact process? Won't you go broke?!?!?"
Lol no.
99% of you can't afford me- this thread will help you write better books.
The top 1% of you with proven high ticket offers, DM me.
Wins all around.
Let's continue:
"But wait Joshua, why are you giving away your exact process? Won't you go broke?!?!?"
Lol no.
99% of you can't afford me- this thread will help you write better books.
The top 1% of you with proven high ticket offers, DM me.
Wins all around.
Let's continue:
#4: Write Your Title After Your Outline
Amateurs write a title, then an outline.
Pros write an Outline (ours are 20 to 120 pages, no exaggeration)
THEN we write the Subtitle
THEN we write the Title
Amateurs write a title, then an outline.
Pros write an Outline (ours are 20 to 120 pages, no exaggeration)
THEN we write the Subtitle
THEN we write the Title
I used to let clients skim over the outline process."Sure no problem we'll just wing it."
Now I know better.
We get the Outline done first, then the subtitle, then the title, every time.
That's how we produce consistent bestsellers across all genres.
Now I know better.
We get the Outline done first, then the subtitle, then the title, every time.
That's how we produce consistent bestsellers across all genres.
#5 Curiosity over Clarity
The title must encapsulate all three of the promises in the subtitle.
The title is the hook.
The title makes people say, oh shoot, what's that about?
Is that what I think it's about?
The title must encapsulate all three of the promises in the subtitle.
The title is the hook.
The title makes people say, oh shoot, what's that about?
Is that what I think it's about?
In your book title you want MORE curiosity and LESS clarity.
You want it to be just interesting enough that they wanna learn more like the previous example "Stay Off My Operating Table."
Why am I on an operating table? What's wrong? Tell me more!
You want it to be just interesting enough that they wanna learn more like the previous example "Stay Off My Operating Table."
Why am I on an operating table? What's wrong? Tell me more!
Another example:
"The 60 Minute Startup"
A business in one hour?
We don't say how it's done. We just create a wild promise.
That is how you know you got a good title.
But a good title gets you nowhere with the free sample.
"The 60 Minute Startup"
A business in one hour?
We don't say how it's done. We just create a wild promise.
That is how you know you got a good title.
But a good title gets you nowhere with the free sample.
#6: Free Opening Chapter
Your titles elicits curiosity.
Your subtitle makes 3 promises.
Your Opening Chapter is where you slake that curiosity and make good on those promises- just enough to make the sale.
Your titles elicits curiosity.
Your subtitle makes 3 promises.
Your Opening Chapter is where you slake that curiosity and make good on those promises- just enough to make the sale.
People can read your Opening Chapter free, or listen for free on Audible.
This is where you prove yourself.
How can you make the claims you made in the Subtitle?
You aren't selling just a $20 book. You are selling the 4 hours to read the book too!
This is where you prove yourself.
How can you make the claims you made in the Subtitle?
You aren't selling just a $20 book. You are selling the 4 hours to read the book too!
The people most likely to buy your high ticket offer are the people most sensitive to making the best use of their time.
If your sales pitch is "reading this $20 book will save you $40" then expect to get prospects who will spend 4 hours to save... $20.
IE, broke people.
If your sales pitch is "reading this $20 book will save you $40" then expect to get prospects who will spend 4 hours to save... $20.
IE, broke people.
Here's a better sales pitch:
"Spending 4 hours on this book will:
1. Add years to your career
2. Add decades to your healthspan
3. Give you more time with your wife and kids"
Buyers of THAT book will turn in to high ticket offer prospects who care about those things.
"Spending 4 hours on this book will:
1. Add years to your career
2. Add decades to your healthspan
3. Give you more time with your wife and kids"
Buyers of THAT book will turn in to high ticket offer prospects who care about those things.
RECAP
Don't be a newb who writes a book title thinking it will sell your book.
Instead be a pro who writes your Outline first, then makes 3 promises in your subtitle, and only then writes your Title.
Don't be a newb who writes a book title thinking it will sell your book.
Instead be a pro who writes your Outline first, then makes 3 promises in your subtitle, and only then writes your Title.
WHAT NOW
If you are the 1% with a proven high ticket offer and want to add 6 or 7 figures to your income, DM me or get on my calendar here - entrepreneurswordsmith.com/book/
If you are the 1% with a proven high ticket offer and want to add 6 or 7 figures to your income, DM me or get on my calendar here - entrepreneurswordsmith.com/book/
If you are the 99% who are still working on that proven high ticket offer, you need my course The Best Way To Say It where you'll find the writing process I use for everything.
Get it at joshualisec.gumroad.com/l/bestway
Get it at joshualisec.gumroad.com/l/bestway
If you are the 100% who got something from this thread, share the first tweet.
🙏
🙏
