In the 1970s, 7-UP began to market their soft drink as “the UN-cola.” Their premise was that dark colored colas were cliche, and that cliche was boring. They were fresh and different.
People tend to avoid risks. We all like to be relatively sure of a satisfying experience, BUT at the same time we get bored with the same fare over and over. The trick, sometimes, is to find something that is familiar and put a new angle on it–whether that’s a cold, carbonated beverage with a distinctive color or an old favorite story with a new spin.
A book title is like a marketing logo. It should be memorable and appealing. A title that incorporates something old and something new can grab attention and pique interest. Two titles-with-a-twist that come to mind are Deeanne Gist’s Courting Trouble and Maid to Match.
Try your hand at inventing “the UN-cliche.” Think of some popular sayings that are overused. Can you change one word (or even one letter) to create a title that hints of something completely different?