How to Subtitle Your Book to Encourage Sales

Today’s post is excerpted from The Amazon Author Formula Workbook: Hands-On Exercises and Expert Tactics to Dominate Amazon’s Marketplace by Penny Sansevieri.

Let’s say you’re at a cocktail party and someone says I read this great book called The Hunted and it’s about this amateur detective who must evade a killer to solve a series of murders. Your reader is now your salesperson and sure, they know the book because they read it, but they likely read it because something about the book grabbed their attention. It probably was a combination of the cover, title, and subtitle. All of these contribute to a sale and if one of them is off, the sale most likely won’t happen.

Often overlooked in this equation is the subtitle. A good subtitle gives a book context and helps to pique a reader’s interest, but they can be tricky. Most authors don’t like to give away too much of their book, which is why you’ll see a lot of book titles that feel nebulous. Authors often feel like if they give away too much, the reader won’t want to buy it. Nothing could be further from the truth. You must whet the reader’s appetite with a benefit-driven title and subtitle—and this applies to fiction as well as nonfiction.

First, here’s what Amazon does not allow in subtitles:

• No claims of bestseller, or rank, or anything of the sort
• No claim of deals, discounts or reduced-price-type shenanigans
• No references to other books or any other trademarks
• No reference to any other authors
• No advertisements

Seems simple enough, yes? Then let’s start.

How to brainstorm a subtitle for your book

• Start by listing the benefits in your book that are most important to your reader. Many of these may mirror keywords in your metadata, which is exactly what you want in good optimization. If you’re writing fiction, this may feel awkward, but believe me, all books have benefits—otherwise what’s the point in reading? A book that teaches children about kindness—that’s a benefit. A thriller that keeps readers on the edge of their seat is also a benefit. If you’ve written nonfiction, maybe your book helps you face your fears, quit your dead-end job and become an entrepreneur.
• Once you list your book benefits, go through this list and highlight the ones that especially stand out to you.
• Check out your competitors through an Amazon search. Look at related/similar books and see what sparks ideas. Jot down those subtitles.
• Now come up with a list of subtitle ideas. Let your research inspire you to create something truly outstanding. Settle on your favored subtitle and two backups, then take your new subtitle out for a whirl and see what readers think.

Other subtitle considerations

1. Is it searchable? Your subtitle is an excellent opportunity to include key terms that make your book discoverable. Once you have them, work them into your subtitle in a natural way. These keywords are usually what your target audience is already searching for, making it easier for your book to appear in search results.

2. Is it easy to read? A good subtitle shouldn’t be crammed with keywords. While it’s tempting to squeeze in as many as possible, clarity and readability are essential. After brainstorming subtitle ideas, read them aloud to see which ones flow smoothly. A great subtitle is both engaging and easy to say.

3. Is it specific? Your subtitle should directly address the problem or solution your book offers. Avoid being overly vague or ambiguous. Instead, aim for clear, concise language that tells potential readers exactly what they can expect.

4. Is it relevant? Relevance is crucial. Even if a keyword looks great and attracts a lot of traffic, don’t include it unless it aligns with your book’s content. Misleading keywords might generate clicks, but they won’t result in satisfied readers. Stick to keywords that accurately reflect your book’s theme.

5. Does it convey the right tone? Your book’s tone should be reflected in your subtitle. Whether your book is humorous, serious, motivational, or lighthearted, your subtitle is a great place to communicate that tone. This helps set expectations and draws in the right audience.

6. Is it using a copyrighted or trademarked phrase? Watch out for copyrighted or trademarked terms in your subtitle. Using brand names or specific phrases without permission can lead to legal complications. It’s always safer to avoid these and stick to original wording.

7. Do you like it? Finally, trust your instincts. Does the subtitle feel right to you? While it’s important to follow the best practices, it’s equally important that you, as the author, are happy with the final result. After all, your gut feeling often points you in the right direction.

Note from Jane: If you enjoyed this post, be sure to check out The Amazon Author Formula Workbook: Hands-On Exercises and Expert Tactics to Dominate Amazon’s Marketplace by Penny Sansevieri.

Penny Sansevieri

Penny Sansevieri, CEO and founder of Author Marketing Experts, Inc. (AME) and Adjunct Professor at NYU, is a best-selling author and internationally recognized book marketing and media relations expert. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. To learn more about Penny’s books or her promotional services, visit Author Marketing Experts (AME).