Coming up with a great title isn’t easy, but it may be the single most important thing you do for your book. Both the title and subtitle can have a major influence on your book’s success. A great title alone won’t sell your book, but a poor title can make sure it doesn’t sell.

Too many first-time authors try cramming a 25-word synopsis of their book into the title. They end up with titles that are insufferably long, hard to understand, and impossible to remember. Yawn.

For the main title, you want something memorable and easy to say. Titles are usually very short—sometimes just one or two catchy words. The subtitle then picks up the job of describing what the book is about in a bit more detail. The title piques interest, the subtitle explains.

Consider these partnered titles and subtitles:

The Long Tail: Why the Future of Business Is Selling Less of More
Freakonomics: A Rogue Economist Explores the Hidden Cost of Everything
Death By Meeting: A Leadership Fable About Surviving The Most Painful Problem in Business
Small Giants: Companies that Choose to Be Great Instead of Big

Brainstorm a list of keywords related to the content of your book and its intended readership. What is the main benefit someone will get from reading your book? Use these keywords in your title and subtitle to help draw the right people to your work.

Read through your preface, introduction, and cover copy. Sometimes you’ll find a choice concept or turn of phrase that can be pulled out and turned into a catchy title.

Once you’ve come up with keywords and done some brainstorming, narrow your list to one or two contenders and try them out on others. Your best test audience is made up of people who fall into your intended readership. Poll some clients if they’re the ones you want buying your book, or talk to colleagues in your industry if you wrote the book for them.

Avoid getting too attached to a title before the feedback comes in. And if you find yourself stuck without a title after all of this, get help. With so much resting on what goes on the front cover, it’s definitely worth the investment.

One of the challenges publishers and authors face with e-books is that no one knows what anyone’s reading. Without eye-catching book jackets displaying the author’s name prominently, the potential for word-of-mouth marketing is virtually lost.

GelaSkins, a company that makes covers for every imaginable mobile device and all the major e-readers, could offer a solution to the branding dilemma of e-books. You can currently buy ready-made GelaSkins for devices, or custom design something unique; the options for design are endless.

An author could create a GelaSkins cover of her latest book and offer it as a giveaway to readers. Or publishers could host a contest, like an iPad draw, and cover the prize with a custom-designed book skin. Authors could also sell skins alongside their books to generate extra revenue. With any of these scenarios, the consumer gets a visual cue as well as protection for their e-reader, and the author and publisher get their names displayed for the world to see.

At about $20 per skin this isn’t exactly an inexpensive option, particularly since e-books still come in below that price. But if e-reading continues to grow like it has, authors and publishers will be looking for creative ways to brand their books. GelaSkins might be a product to do it.

Give us your take: Would you pay $20 for a skin that looks like your favourite book cover?

Image credit: Bookshelf design for Kindle 2 by Colin Thompson

When is a book worth more than a book? When it’s a limited edition, of course.

The folks at Taschen America recently published a limited run of 1,969 copies of MoonFire, a book by Norman Mailer commemorating the 1969 moon landing. Each of these copies, accompanied by a signed photograph of Buzz Aldrin, will sell for about $1,000. But even more exclusive are the 12 copies that will come bound with pieces of authentic moon rock; these copies are expected to fetch several hundred thousand dollars each.

Special editions, limited editions, product bundling, author inscriptions, and other enticements are all time-honoured ways for publishers to spur interest–and revenue–for a book.

Two more examples, this time from the world of fiction:

• When historical fantasy author Guy Gavriel Kay released Ysabel in 2007, his publishers offered up for auction the first book off the press. First printings of first editions are prized by collectors. The additional sweetener of having the very first completed book off the press and an inscription from the author helped the copy earn a price of more than $550 CDN.
• JK Rowling, author of the Harry Potter series, handwrote and illustrated seven copies of a book of fairy tales. The volumes were bound in leather and decorated with semi-precious stones. Six copies were given away to friends, while the last was auctioned off for charity. The hammer price? About $3.3 million USD.

More than a few people are predicting that, as ebooks rise in popularity, print books will become increasingly prized for their production and collector values. While few authors have the drawing power of JK Rowling — or the ability to garner millions for a single volume — there are plenty of opportunities for self-publishers to create extra value around their books.

Could your book use a soundtrack?

Bruce Pollock, author of By The Time We Got to Woodstock, has compiled an iTunes playlist for each of his chapters about rock ‘n’ roll in 1969. The playlists, posted to his blog, are intended to stir interest in the book.

A book about music is a natural fit for a soundtrack — but what about a business book? Could you match a song to the mood or content of each of your chapters? Or even an entire playlist for each chapter?

The idea reminds me of a piece called the Soundtrack of Success that Fast Company put together in 2004. The magazine asked readers to write in with their favorite work-related song. I thought it was a fun question and submitted my song. Blow me down — it was chosen for the article! Naturally I sent the link around to a few people, driving traffic to the FC website.

Playlists won’t work for everyone but they could be a fast, easy way to add a multimedia element to a print release. At the very least, you and your readers might have a bit of fun. Like Fast Company, you could even encourage readers to contribute their own ideas for your playlist and get a lively conversation going.

What do you think? Leave a comment and let us know.

Yen Cheong over at the Book Publicity Blog recently posted a helpful list of firms and freelancers that do book publicity. Each listing indicates the type of books that firm or person deals in, so you can quickly find the ones who handle non-fiction.

You’ll find that most of the publicists are based in the US, though I did see one firm from Germany and there may be other international firms tucked away on the list.

If you’re an author, you should be on Twitter. If you don’t know what Twitter is, it’s time to learn.

You’ve probably at least heard of it by now — the service has about 6 million users and is growing every day — but maybe you haven’t taken the plunge. You’re not sure what it’s all about or aren’t convinced of its benefits.

If that’s the case, make it a goal in 2009 to get started. Twitter is a micro-blogging tool. You get 140 characters to answer the question, What are you doing?

People share news about what they’re working on, what they’re learning, conferences they’re attending, people they’re meeting, books they’re reading, food they’re eating. OK, that last one isn’t really all that important, though people do tweet about it. People tweet about anything and everything under the sun.

Why Should You Care?

• Twitter is an amazing way to meet people and participate in conversations on an endless array of topics. You can start to “follow” people in the publishing industry, as well as potential readers, and begin building relationships with them. I’m active in several social networking venues but the people I meet in Twitter are usually people I have not, or could not, meet anywhere else.
• You’ll see an endless stream of as-it-happens news, be led to wonderful websites and blogs, get sneak peeks of products and content in development, and hear what people think about what’s going on in the world.
• You can tweet about new blog posts you’ve written, upcoming book signings, or your latest podcast. You can tweet about the chapter you just wrote, or the free download you just made available.
• You can ask questions and instantly get responses. The Twitterverse is a friendly place and people like to help and share their opinions.

These benefits only scratch the surface of what Twitter can do. You’ll need to try it to get a sense of just how powerful it can be.

Getting Oriented
Here are some basic pointers to get you oriented:

• Everyone has a Twitter handle. The protocol is to refer to people as @TwitterHandle. For example, my Twitter handle is jennifertribe so I am referred to as @jennifertribe.
• You can talk to other Twitter users by starting your tweet with their Twitter handle. If you tweeted @jennifertribe Wow, Twitter is cool! I would see that message in my Twitter stream. It becomes part of the public conversation so others can view it too.
• You can send private messages to other Twitter users. These are referred to as DMs (Direct Messages). To send a DM, you start your tweet with d TwitterHandle.
• Linking to websites you’d like to share can eat up valuable characters, especially when the URLs are long. So use a URL shortener such as TinyUrl.com or is.gd
  
• It’s considered good form to pass along interesting news from other tweeple (people on Twitter) instead of just talking about yourself all the time. RT is the Twitter shortform that means “retweet” or “retweeting”. It indicates that you are re-stating someone else’s tweet. Always give credit to the person you are retweeting. For example, here’s a tweet I made a few days ago:
  RT @booksin140 Hotel turns forgotten books into library for guests. Surely more hotels do this? http://tinyurl.com/67gmyb
  It tells people that @booksin140 made the tweet first and I am passing it along.

@jennifertribe’s Recent Publishing Tweets
Here is a selection of my tweets from the last couple of weeks. In addition to showing you some sample Twitter content, there is lots of good publishing-related information contained in all the links. You can follow me on Twitter to receive information like this as I post it.

Algonquin Hotel in Manhattan (yes, THAT Algonquin) offers guests loan of Kindle device and free e-book with each stay http://is.gd/ckoN about 2 hours ago from web

Facebook group to support Pages bookstore: http://is.gd/c3sa. See letter from city councillor in discussion area. 7:59 PM Dec 16th from web

Why am I just learning about this? Pages bookstore in TO is in trouble. Rent is doubling: http://is.gd/c3qx 7:57 PM Dec 16th from web

RT @booksin140 RT @mdash A look at literary agents in Canada, from the National Post: http://is.gd/bFkx 11:07 AM Dec 16th from web

RT @booksin140 Hotel turns forgotten books into library for guests. Surely more hotels do this? http://tinyurl.com/67gmyb 11:01 AM Dec 16th from web

RT @CanMediaLayoffs Canadian magazine industry is optimistic on weathering tough economic times. http://bit.ly/8188 10:29 AM Dec 16th from web

I’m loving this idea of curated subscription http://is.gd/ba9A 10:02 AM Dec 11th from web

If you haven’t bought your Amazon Kindle yet, you’re out of luck until Feb. (Say what? Not re-stocking for holiday sales?) http://is.gd/aTUL 4:56 PM Dec 9th from web

RT @sarahw Improvement in Canada’s book publishing climate http://is.gd/aQel 9:39 AM Dec 9th from web

RT @booksquare post with great comments about ebook prices. Publishing people, note how real customers think: http://snurl.com/7nwtz 3:44 PM Dec 8th from web

McMaster U in little ol’ Hamilton, ON has a POD Espresso Book Machine — one of only 9 in the world. Who knew? http://is.gd/a5Ur 3:12 PM Dec 3rd from web

9 cool gifts for authors and self-publishers: http://is.gd/a5wi 2:27 PM Dec 3rd from web

USA Book News is now wrapping up submissions for their Best Books 2008 awards program. The deadline to apply is September 30.

Books are judged in 140 categories, including a range of non-fiction topics. Self-published and independently published works are welcome. The only criteria are that your book have an ISBN and a copyright date of 2007 or 2008.

Visit the website for more details and an application form.

Dean Hua of Sachi Studio recently posted a great article on how authors can use Facebook to promote their books. A shortened version of his 8-point tip list appears below. For the full article, visit Dean’s blog.

1. Create a “page” for your book. A page is a mini-site on Facebook that is dedicated to the product or service you are selling. You can post videos, messages, pictures, and links. Other Facebook users can click a button to become a “fan” of the page, and your page then shows up in their profiles.
2. Create a group around the topic of your book. For example, if your book is about wealth management, create a group that discusses wealth management tips and strategies.
3. Import your blog entries into your Facebook notes. This helps you capture a new readership base and adds more interactivity to your Facebook presence.
4. Keep your profile dynamic. Don’t just create a Facebook account, add 5 friends, and then wither away. Update your status regularly with news about your book or business. Post photos – think networking events, book signings, talks, conventions, and more. Answer wall messages and emails to be sociable (it is social media, after all) and stoke the fires of conversation.
5. Incentivize your outreach strategies. A few suggested prizes include a free, signed copy of your book, a special edition of your book, a free consultation, or anything that may be appropriate. Offering prizes and incentives helps expedite word of mouth.
6. Befriend members who read your book. Do a search for members who list your book as one of their favorites. This is one of the more time-consuming outreach initiatives that you’ll develop. If you have a lot of members listed, look for ways to filter down the list and add only those who are most important. Look for influencers.
7. Create events. Facebook allows you to create events that you may be hosting such as a book tour or speaking engagement. Create these events and invite your friends. But don’t just stop there. Encourage your friends to spread the word by inviting their friends to the event on Facebook as well.
8. Add a badge to your website and blog. Facebook allows you to create a badge (a mini-banner) that lets your website visitors know you have a Facebook profile. This makes it easy for visitors to find you and encourages them to connect with you.

Example of a Facebook badge

Have you been scratching your head over how to generate some online word of mouth about your book? Head on over to Mini Book Expo and scratch no more.

The site’s tagline of Claim It – Read It – Blog It says it all: MiniBookExpo showcases free copies of books. Anyone can claim a copy in return for a blog post or review.

The site has been around since 2006 but seems to taking off in a huge way over the last few weeks. More publishers are signing up and more books are being offered every day.

The great news is that Mini Book Expo welcomes self-publishers with open arms and it’s free to get your book into the lineup. Fiction, non-fiction, and children’s books are all eligible. According to the site, business books get snapped up quickly.

Books are shipped out to bloggers for free within Canada, thanks to sponsors who are covering the mailing costs. Bloggers outside of Canada can also request your book, but it sounds like you will have to subsidize the mailing cost yourself or make the bloggers pay it.

Donate a few copies of your book, get exposure on the site, get connected with bloggers, and get online reviews circulating – you can’t beat it.

Check the site’s FAQ for instructions on how to submit your book.

Print newspapers continue to cut back their book review sections. Anyone surprised? You shouldn’t be. Waaaaay, way back in 2001, dwindling book review sections were cause for alarmist headlines about the war on culture.

Today, the print space dedicated to books continues to decline. And yet book buzz is greater than it ever was. It’s just moved to a Web 2.0 space.

Even while print publications cut down their book space, many of those same publications have recently launched new book blogs. Check out Paper Cuts from the New York Times or Jacket Copy from the Los Angeles Times as just two examples.

Then there are the countless blogs run by readers and other “amateur” reviewers, and the thriving social networks built around books. Look at Shelfari, a social network where members swap book info, or LibraryThing, where users can build a virtual bookshelf and delve into discussions with other members.

As in many industries, the power of buzz has moved away from a small number of credentialed cultural arbiters to online communities and social networks. There are countless opportunities to get the word out about your book, without having to worry about a big print review.