not specifically about book titling, but copywriters have to under- stand sell triggers, and they will give you tons and tons of examples. These are three of the best out there: • POP!: Create the Perfect Pitch, Title, and Tagline for Anything • The Ultimate Sales Letter: Attract New Customers. Boost your Sales. • Advertising Headlines That Make You Rich: Create Winning Ads, Web Pages, Sales Letters and More STEP 3: CHECK COPYRIGHT, TRADEMARK, KEYWORDS, AND POPULARITY First off, let me be very clear about this: you cannot copyright titles. Technically, you can call your book “To Kill A Mockingbird” or “Lord of The Rings” or even “The Holy Bible.” That being said, copying a popular book makes it VERY hard for your book to stand out, and pretty much guarantees a lot of negative reviews from people who are not getting the book they expected. That being said, you can trademark a title, if it is part of a larger brand. For example, the term “Bulletproof” is trademarked in the health and fitness space by Dave Asprey. You (probably) can’t title a book “The Bulletproof Diet,” because it infringes on a trademark (not the copyright). If this is confusing, and you have a book title you think might be a trademark infringement, then talk to an IP attorney. Also, make sure you check that the title and subtitle have the right keywords you want to address your market, and aligns with any domain and brand issues you have. PiCkiNg ThE PErfECT BOOk TiTlE · 197