Save

Show Notes

Why Book Titles and Subtitles Matter More Than You Think

We’ve all heard the saying, “Don’t judge a book by its cover.” But when it comes to actual books, readers absolutely do — and they judge by the title and subtitle too.

In this episode of The emPowered Author: A Marketing Podcast for Nonfiction Authors, host Stephanie Feger and book coach Jennifer Crosswhite explore how book titles and subtitles influence purchasing decisions, discoverability, branding, and long-term success.

Whether you’re writing nonfiction or fiction, your title is often the first — and sometimes only — chance to capture a reader’s attention.

Your Title Is Your First Marketing Tool

Before readers open your book, read the description, or hear you speak, they encounter the title.

A strong title can:

• Spark curiosity
• Communicate value
• Attract your ideal audience
• Improve search visibility
• Encourage clicks and purchases

As Jennifer points out, when you tell someone you wrote a book, the very next question is almost always: “What’s it called?”

Your answer needs to be clear, memorable, and compelling.

Intrigue Works — But Clarity Matters Too

Some of the most memorable titles are intriguing rather than literal. They make readers pause and wonder what the book is about.

However, intrigue without clarity can backfire. If readers cannot understand what the book offers, they may move on.

The ideal balance:

✅ A title that grabs attention
✅ A subtitle that explains the benefit or topic

This pairing is especially important in nonfiction.

Why Subtitles Are Essential for Nonfiction

Nonfiction readers typically shop with a goal in mind — to solve a problem, learn a skill, or gain insight.

A subtitle helps them quickly determine whether your book delivers what they need.

Effective subtitles often:

• Address a pain point
• Promise a benefit
• Clarify the audience
• Include searchable keywords

For example, a poetic or creative title may draw attention, but the subtitle confirms relevance.

Speak to What Readers Want — Not What They Admit

One of the most powerful insights from the conversation is that readers don’t always search for what they truly need.

People may not type “how to stop sabotaging myself,” even if that’s their struggle. They are more likely to search for outcomes like confidence, productivity, or success.

Similarly, a book directly labeled “anger management” may feel uncomfortable to carry, even if it could help the reader.

Smart titles often approach sensitive topics indirectly by focusing on benefits rather than flaws.

Keywords and Discoverability Matter

Book titles are not just creative choices — they’re also search tools.

On platforms like Amazon, readers discover books through keywords. Including relevant terms in your title or subtitle can improve visibility.

Consider:

• What your reader is searching for
• How they describe their problem
• The words they use, not industry jargon
• Simplicity and spelling

Overly clever spellings or wordplay may look creative but make your book harder to find online.

Memorable Doesn’t Mean Complicated

A title should be easy to say, remember, and share.

If readers struggle to pronounce or recall it, word-of-mouth marketing becomes difficult. This is especially important for authors who plan to speak publicly or promote their book verbally.

Try saying your title out loud repeatedly. If it feels awkward or confusing, consider refining it.

You’ll Be Living With This Title

Your book title becomes part of your brand. You’ll say it in interviews, presentations, podcasts, social media posts, and conversations.

Choose something you feel confident repeating — and that aligns with your broader message and identity as an author.

Consistency across your books, branding, and messaging helps readers recognize your work instantly.

Don’t Let Perfection Stop Progress

Many authors get stuck trying to find the “perfect” title before moving forward.

Instead, brainstorm freely. Start with straightforward descriptions of your topic, benefits, and audience. Then refine until you find a balance of clarity, intrigue, and marketability.

Titles can evolve — but a finished manuscript cannot exist without forward movement.

A Real-World Example of Title Power

Stephanie shares a story of a successful author whose second book underperformed despite strong content. During a TED Talk, he presented the book using its subtitle instead of the original title — and the talk went viral.

Why?

The subtitle focused on the solution readers wanted, while the original title highlighted the problem they preferred not to acknowledge.

This example demonstrates how profoundly titles influence perception and engagement.

Final Thoughts

Book titles and subtitles are far more than labels — they are strategic marketing assets.

A well-crafted title can attract the right readers, clarify your message, strengthen your brand, and dramatically improve your book’s reach.

If you want your book to succeed, invest time and thought into choosing words that both captivate and communicate.

Your message matters — and the right title helps it travel beyond the page.

FAQ

Why are book titles and subtitles important?

They shape first impressions, influence buying decisions, improve discoverability, and communicate what readers will gain from the book.

What makes a good nonfiction subtitle?

A strong subtitle clarifies the topic, highlights benefits, addresses pain points, and includes relevant keywords readers search for.

Should a title be literal or creative?

The most effective titles balance intrigue with clarity. Creative titles work best when supported by a descriptive subtitle.

How long should a book title be?

Short, memorable titles tend to perform best, especially when paired with a concise explanatory subtitle.

Can two books have the same title?

Yes. Book titles cannot be copyrighted, though distinct titles are generally easier to market and search for.

Listen to the Podcast Here: