Titles for Trade Books, Like Misquoting Jesus
In my previous post I discussed the strategies behind giving a title to a scholarly book. When it comes to trade books, written for popular audiences, it is a different ballgame altogether. Whereas scholarly books are meant to sound erudite and learned, or if they are meant to be “clever” then only clever to those on the academic inside who catch the allusions, trade books are meant to be witty and intriguing for a general reader, and a sign that the book will be really interesting and about something that the reader wants to learn more about. In the best cases, the reader – a non-scholar – should read the title and think, “Huh, I’d like to know about that!” or “Huh, I wonder that that’s about.” The trick is to be able to grab a reader’s attention without being overly sensationalized, and that’s a very fine line indeed. It’s hard to know whether a title will accomplish its task or not. I thought my last book “How Jesus Became God” would be a real [...]