Embracing the flexibility of an under-utilized resource
Richard Narramore, Executive Editor
Your table of contents is not just an outline–it is an overlooked, underappreciated marketing and sales tool. An editor will use your table of contents to evaluate your book proposal. They will share it with marketing colleagues and their Editorial Board, to rally support. Your publisher’s sales team will share it with retailers. Marketers will post it to Amazon and online stores around the world. Foreign language rights managers will use it to persuade publishers in China, Germany, or Brazil to translate your book into their language.
But you also want a captivating table of contents for your most important audience–your reader. Readers deciding whether or not to buy your book will look at the cover and the marketing copy, and perhaps skim chapter 1, but they will also browse your table of contents. Will it grab their interest or not? I’m a business book editor, and when I’m working with an author, I ask them to picture a browsing reader scanning the table of contents online or in a bookstore, deciding whether or not the book is worth their valuable time. A book I published called The Travels of a T-Shirt in the Global Economy received a rave review in the New York Times, including praise for the author’s “beguilingly titled subchapters.” That’s the response we want from a reader browsing the table of contents!
Creating a polished, marketing-oriented, reader-friendly table of contents, is a way of getting to know your audience better.
So I encourage you to put on your marketing/copywriter hat for an hour and finesse your chapter titles. This requires a mental shift, since you have been thinking about the internal coherence and narrative flow of your argument. You don’t want frothy chapter titles that undercut the scholarly rigor of your work. But you strongly believe in your book and you care about connecting deeply with your reader and their concerns. Think about which of your book’s topics, ideas, claims, and themes your readers care about most. Whatever those are…they should show up, stated clearly, in your chapter titles.