Product naming is key.
The publisher changed the title of this book from
CLIENT GUIDE TO HIRING A LAWYER:
21 Questions You MUST ASK Before Hiring A Lawyer
WINNING YOUR CASE:
21 Questions You MUST ASK Before Hiring a Lawyer
Why did they do that?
Because the old title was just a “characteristic”, a description of the book, a way to catalog it (it’s a Guide).
Moreover, such title talked to a generic “client”.
The new title claims the ultimate BENEFIT you want to get from the hiring: WINNING YOUR CASE.
And it talks to “You” – not to a generic “Client”.
Because your goal is winning your case.
Hiring a lawyer is just something you need to achieve your goal. It’s a tool, not the final end.
Think about above product naming process the next time you want to give a title to your lead magnet or ebook, or you have to choose a successful name for your product or service.
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