It is well known that a title can make a huge difference in the sales of a non-fiction book. Subheadings also make a difference, and most authors spend considerable time creating both. But surprisingly, for many authors this is it. If you look at their chapter titles, they’re unimaginative and boring, and it’s obvious that very little thought has been put into them. However, there is no doubt that they also play an important role in the success of a book, not in attracting potential customers, but in keeping them reading once they have started reading.

In practice, many of the same things that apply to headings and subheadings also apply to chapter headings. First, chapter titles should reflect the promise made in the subtitle. Second, as with the title and subtitle, chapter titles should focus on Benefits, or more specifically about needs Y wants. Each chapter should, in fact, address a specific benefit, need or want, and describe how it can be achieved. In fact, you should always think about the basic human needs that relate to your book as you outline and write it. Some of the main ones are: money, security, good health, love and self-improvement. Third, the more person-oriented you can make the headline, the more likely it is to generate interest. For example, a headline like “Make More Money Fast” might be good, but even better is something like “How Jack Jones of Colorado Springs Doubled His Income in 30 Days.” People like to read about other people who are successful, it inspires them. Fourth, whenever possible use power action words such as: Control, Change, Improve, Motivate, Achieve, Launch, Produce and Generate. They help grab the attention of readers. And when you use them, be sure to give examples.

In any book, the chapter titles will be closely linked to each other. Each will deal with some aspect of the overall theme of the book. Make sure that all of them not only pique the interest of the reader, but also fascinate him. In particular, make sure the reader wants to continue reading after reading the chapter title. Some suggestions are:

• Use the same words at the beginning of several chapters. End with different words (e.g. Make sure that… Make sure that…)
• Humorous titles help, but they should be to the point.
• Clever titles are great (eg How to Respond to a Stat)
• Use alliteration whenever possible (eg, “Develop a memorable memory,” Get Big Guts”).
• Surprise the reader from time to time (eg Watch out!).
• Study other books similar to yours to get title ideas.

Take time to craft your chapter titles. This should start when you are outlining your book. Be sure to give each title a lot of thought and don’t settle for the first thing that comes to mind.

Ask yourself the following questions as you review the chapter headings:

• Do they mean benefits?
• Are they interesting, really interesting?
• Are they funny or clever?
• Are they different and unique?
• Are they clear? Does its meaning emerge immediately?
• Do they have a “hook”?
• Do they use power action words?
• Are they logical? They have senses? Are they reasonable?
• Are words occasionally repeated from chapter to chapter?
• Has alliteration been used?
• Do they arouse curiosity?
• Are they likely to inspire the reader?
• Do they appeal to basic human needs?
• Are they positive and optimistic?
• Do they contain keywords?

Combine great chapter titles with great titles and subtitles, then start each chapter with a brilliant header and you have a sure winner.