How do you insure that your new book will be a slam-bang bestseller? Well, you could write a really good book. A solid marketing push never heards. You could charm a few critics. Or, if you just don’t want to work that hard, you could give your book a subtitle that contains the phrase, “The whatever That Changed The World.” As it turns out, those words are pure publishing gold, and few authors seem to be too proud to take advantage of it.