To answer my own question - a lot.
I'm a big fan of titles. A clever or evocative title is what makes a reader - myself included - pick up a book off the shelves. In fact, its title first drew me to The Perks of Being a Wallflower and the rest, as they say, was history.
Titles, like books themselves, can have trends, which I've spoken about before. Right now, for example, one-word titles or thought-provoking "The [something] of the [something]" seem to be the hot new things in marketing. These things change, but what never changes is the importance of a title that will grab a reader's attention.
It's very hard to come up with a good title. I've heard writers say they don't bother coming up with anything too creative because "the publisher is going to change it anyway." Honestly, this is sort of true. Depending on the way the market is going by the time your book comes out, or what hip new trends are popular, the publisher will input their expertise based on what will make your book more eye-catching to a buyer. No one is out to stifle your creativity or make you think it's unappreciated. But sometimes that's just the way it is. It's about selling your book.
Publishers don't always change your title on you though. And what's more, from an agent's point of view, seeing an unimaginative title, or one that doesn't capture the spirit of the book, makes me think you're not trying hard enough. If you slap a lame title on your book, who's to say your writing isn't unimaginative too? Is that a fair statement? No. Is a good or bad title a deal breaker? Absolutely not! But I'd be lying if I said it didn't run through my head, even if just momentarily.
So, what do I mean by "bad" title?
- Ambiguous verbs that can be the title of any book
- Titles that evoke no emotion, image, or intrigue
- Titles that have been done before. (It's true, titles are not protected by copyright law, but use your best judgment. You can't name your book after a bestseller or popular film. Song titles are also a bit cringe-worthy, but there's more wiggle room there.)
- Unnecessarily long or hard to say out loud. (See "Rural Juror" episode of 30 Rock - it's very important to read things aloud before committing to any kind of phrasing or word choice)
Conversely, a "good" title is one that grabs a reader's attention without giving too much away. It should encapsulate the book in a way the reader doesn't understand yet.
Sure, your story is what matters most, but those little things can add up in your favor too. Titles are hard, but don't shy away from them because you think they're not important or will get changed. You know what else is hard? Writing. And we all know that gets changed in the editing process all the time.