Dullness will not sell your product; neither will irrelevant brilliance." - Bill Bernbach
Every year, Advertising Week selects the top advertising slogans. Of the tens of thousands of commercials we see and hear every year, these are the relevant, brilliant, sticky ones we can repeat word for word.
Notice how the winning slogans below all have a verbal "kick." A cadence or comic twist that elicits a smile and makes them easy to repeat and remember.
Can you identify the company associated with each of these slogans?
"What happens here, stays here" = ______________
"Think outside the bun" = _______________________
"When you care enough to send the very best" = _________________
"Sometimes you feel like a nut, sometimes you don't" = _____________
"Takes a lickin' and keeps on tickin'" = ______________
Are you wondering what this has to do with creating the perfect book title? You may not have heard or seen these slogans for years, but the sponsoring company was on the tip of your tongue and on the top of your mind.
Wouldn't you like your book title to be top of mind and on the tip of the tongue of millions of people? You can—if you make it intriguing.
Websters Dictionary defines INTRIGUE as 1) to arouse the curiosity or interest of by unusual, new, fascinating or compelling qualities, 2) to appeal strongly to; captivate.
As 16-time Emcee of the Maui Writers Conference, I've seen many authors lose out on a book deal because they couldn't concisely or compellingly pitch their book and it didn't have an intriguing title. We need to understand that we can have a well-written book- that doesn't necessarily means it will get noticed, remembered and bought.
Your book needs a hook. A compelling title that stops busy people in their tracks and makes them want to know more.
–Sam Horn is the author of POP! Create the Perfect Pitch, Title and Tagline for Anything. This is first of several columns she is doing for Red Room on the subject of the ideal title.
More original Red Room content can be seen here.