This question bothers me very much. I believe that it is the biggest headache for every editor who has requirements for himself. Sometimes, I prefer to use a good manuscript and change a good title. Sometimes, I would rather serve a difficult author than think about the title, because if I can't think of it, I will tirelessly destroy the book. Needless to say, the importance of the title and its influence on sales volume are related to the positioning of the market in production, that is, the positioning of the field, the positioning of readers, the attraction of selling points, the coverage of the market, the communication power, the influence on the market and the lasting vitality. This is not only related to the ability of language innovation, choice and expression, but also related to many considerations. You need to think about 1, the exposure of words: repetition can not form a certain degree of stimulation, and there is nothing new. Of course, you don't ask yourself, you like to follow the trend. That's your problem. I believe you can make money, but you will never learn the true meaning of market innovation. Because there are different levels of thinking, you can know that the return of high-level thinking is geometrically lower than that of low-level thinking. Of course, the market is a multi-level system, not a single existence. ) 2. Market coverage: We tend to ignore one thing and another, which makes us very attractive, but we forget that the title of the book actually excludes the readers it could have attracted. The coverage is too small, no matter how good the title is, how many copies can you sell? For example, Psychology of Heavy Taste is actually a book introducing various mental diseases. If the title of this book cannot be separated from the words mental illness, how many people can it attract to the greatest extent? Therefore, this must take into account certain public interests. This requires you to be able to perceive the language, impartial, neither too much nor too little, neither too big nor too small, neither too high nor too low ... just right. 3. The direction of the field. A book often has many possibilities of being interpreted and utilized. What field do you divide it into and decide where to put it after birth: vocational skills? Inspirational? Psychology? Take the book Positive Energy as an example. What category did you say it belonged to before the title? Psychology, of course, but his planning positioned him as a social inspiration, and different divisions also determined its competitors after birth. For example, there was once a book "Positive Energy of Professional Managers" which was clearly placed in the vocational skills category. It has not been sold before, which is related to the influence of domain positioning and market coverage. However, with the popularity of positive energy, the sales of this book have also increased, which means that at this time, it has gained more advantages than similar books. 4. selling point appeal. Recently, I realized that other editors may not agree with me, but I will always insist that the title of a book is not necessarily the most accurate summary of the content and theme of the book, but it must be market-centered. It just summarizes the content of the book well, but never considers the title with market sense. It can only be said that you are a good student doing Chinese reading problems, but you can never make a good plan for market production. I believe that all the criteria for choosing the title of a book are not so direct, clear and instructive. You have to keep asking whether this title can directly connect with the needs of readers and directly reach the needs of readers. If there is a gap in the middle and there is no bridge to establish contact, it must not be a good title. Think about it, in recent years, the best-selling titles, which do not directly meet the needs of readers. Every other floor is tens of thousands less. In fact, this is for us to edit, get out of the manuscript, go to the market, and establish a thorough view of the market and readers. 5. Communication skills. It involves two aspects: * * pronunciation, and the innovation of text or language structure is suitable for communication. * * * Ming, involving social psychology. For a while, I really wanted to know the heartbeat and voice of our society, but there was basically no research and information suitable for the book industry. Social psychology, the absolute east wind of bestsellers, is the general trend. You can earn whatever you do, just like the health book in 2007 and the China stock market in 2007. Garbage can be sold for money. Now you do positive energy, and you can sell whatever you follow in bad style. This is called potential. In the past, I thought the situation was too unpredictable. With our shallow personal wisdom, how can we foresee the general trend of society and history? Many times, we don't realize the situation that has arrived, and we are slow to respond, let alone foresee and create momentum. (By the way, Liang Qichao's Biography of Li Hongzhang's evaluation of Li Hongzhang. He said that Li Hongzhang had no creative talent and insight. But now I think the so-called potential does not mean that we blindly guess and passively follow. I remember a sentence in Prison Break, michael scofield, who escaped from prison for the first time and then went to a mainland. I've never been on the run, he said. I'm designing everything. I'm the one who really controls the situation. Yes, the same is true. If you chase the situation, you are doomed to fall behind it passively forever. Only by creating momentum can we really grasp the situation. So where is the potential? The potential is in the hearts of the people, the potential is accumulating, and it is imperative. You have thought through the hearts of the people, your preparations are ready, and the time is almost up. Your efforts are definitely the general trend. Of course, we need to experience different experiences and grasp the potential of different scales and fields. This is a question of social understanding. Then the choice and innovation of words and language structure. In fact, innovation does not mean using a new word that others have never used. I think that innovation is more important to thinking, thinking and emotion, that is, your thinking about social nerves and people's hearts. Words in language are only forms, tools and materials. What really has vitality is people's thoughts. You see, ancient famous sentences all use ordinary words, but they create a refined artistic conception, which can transcend time and space and cause everyone to sing and spread through the ages. I don't care if they can use words, but because they have feelings, imagination and sensibility in their hearts. (Wang Guowei's so-called gift of creating environment) So the same word at their writing end will become an extraordinary swan song as long as the structure is slightly adjusted. So I think that if we choose a bad title, it is because our thoughts, emotions and imagination are not enough. It is not that our language accumulation and application ability are not good. This is a question of one's own cultural accomplishment. 6, the influence of the market, that is, your book title is crazy. There is no such experience, 7, lasting vitality. Years later, you can still be intoxicating. This is a swan song, such as "If you are well, it will be sunny". This talent, even if the content in that book is not worthy, its talent is worthy of this sales. This is the value of creativity. Believe in the market, the market is absolutely the fairest. After all, I still face the problem of choosing a title. bend