Getting ready to launch your information product? Before you make that big announcement, take a look at the title. Your title, and subtitle, have the power to make or break your information product's success. In fact, the right title and subtitle can practically sell your product.
Many business owners have a perfectly good book title. They understand the importance of appealing to the buyer's emotions. Of offering a benefit in the title and maybe even including a few keywords.
However, where they go wrong is with the subtitle. It's ineffective or worse, non-existent. There are many tremendous benefits to including a subtitle for your information product.
Subtitle Benefits
A compelling subtitle enables you to elaborate on the subject of your product. It provides you with the unique ability to use more keywords in your product's title which helps with search engine optimization and traffic. Your subtitle also lets you enhance the value of your information product to your prospects by giving you more room to stress benefits, enhance credibility, arouse curiosity. Additionally, your subtitle lets you tap into those powerful emotions that cause us to make a purchase and those psychological buying triggers. Finally, your subtitle gives you an opportunity to make a promise to your prospects.What's On Your Bookshelf?
Take a look at the books on your bookshelf, on your eReader and stored on your computer. Examine the headlines and the subheadings. Do they offer a promise? Do they include keywords? Do they add to the credibility? Do they imply a benefit?
Here's an example of three book titles and subtitles found on my computer:
1. Phrases that Sell
The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas 2. Ultimate Guide to Google AdWords
How to Access 100 Million People in 10 Minutes 3. Hypnotic Writing
How to Seduce and Persuade Customers with Only Your Words
Notice that all three subtitles are incredibly powerful. The product titles are significantly less effective without them. If your information product does not have a subtitle, get to work.
Your subtitle may be the single most important selling tool you have. Include your keywords, offer a benefit or make a promise. Establish credibility and let your prospect know exactly what they have to gain when they buy your product.
It doesn't matter what you're selling: book, ecourse, video series, teleseminar, or anything else. Your title and subtitle matter. Spend time crafting one that sells. You'll be glad you did.
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