If you’re writing a client-attracting book, you’re going to want to consider the big promise you’re making to your reader, the first indication of which is your title.

According to Eben Pagan and other online marketing gurus, people will only give you their hard earned money and limited attention if you can help them, and I’ll be crude here:

• Get laid
• Get paid
• Look fab

The problem is, we service professionals usually want to give our clients what they need, not what they want. We think we know better because we understand what’s behind their problem. But there is a way to do both. It starts with choosing an alluring title, a Trojan Horse of sorts.

Listen up.