1) Story (and variations like tale, legend, ballad, book, etc). Let’s say your book is named Carl’s Story. The word “story” insults the audience’s intelligence. We can see it’s a story. Furthermore, the word “story” fails to offer any information that would convince a reader to read this story. What sort of story is this? I would only recommend using these sorts of words in the title for humorous effect (Ballad of the Drunken Squeegee-Master) or to convey information that isn’t immediately obvious (Autobiographies from Death Row).
2) Man/Person. Generic nouns are usually vague, which makes them poorly-suited for a title. For example, Two Men and a Sword is bland and forgettable. Two Firemen and a Sword is more intriguing. Try to replace generic words with ones that provide more information about the story to prospective readers.
3) Song. This is like “story,” but even more aggravating. Unless your book is literally about a musician or music, please do not use “song” in your title.
4) Heart. This is usually a generic and ineffective way to suggest your story is emotionally driven. Which characters experience which emotions? Why should we care?
5) Night/Black/Dark/Darkness. These are typically used ineffectively to suggest that the story is dark and foreboding. You can do better. For example, Requiem for a Dream. If you use something like night/black/darkness anyway, please at least combine it with something unexpected to intrigue readers. For example, Darkness at Noon or the series title His Dark Materials.
6) Stranger. This word is often superfluous in a title and can usually be replaced with a more specific, powerful noun. Let’s say your title is The Strangers Among Us. You can replace “stranger” here with a more interesting and specific noun. If the title were The Soldiers Among Us, for instance, we would understand that the soldiers are strangers compared to “us.”
7) Boring adjectives. I’ve seen The Green Dragon… The Strongest Barbarian… The Forest Ranger. If you use an adjective, make sure it’s one that readers will care about. As a rule of thumb, unexpected and unusual adjectives tend to be most interesting. For example, compare The Green Dragon to Backyard Dragon or His Majesty’s Dragon.
8 ) Fictional place names. Readers aren’t familiar with your fictional kingdoms and cities. We probably won’t care about them. Please focus on the elements of your story that will engage prospective readers. Alternately, if you need to refer to a place, it may be more effective to name its type of building rather than the building specifically. For example, Murder in the Cathedral or Indiana Jones and the Temple of Doom.
9) Fictional character names. We don’t know who your characters are, so their names will probably not interest us much unless they are extraordinarily evocative, such as Barbara Bloodbath. Instead of naming a fictional character, it’s usually more effective to refer to him by his profession or rank or something else that describes his role in the story. For example, His Majesty’s Dragon is a far more effective novel title than Temeraire would have been.
10) A reference clear to few prospective readers. For example, a title like Gethsemane would be unwise unless you were writing for an audience that is highly Bible-savvy. Alternatively, if you use a reference that a prospective reader doesn’t know, is the title effective anyway? For example, a title like Dead Letter Office might establish a vaguely sinister mood even if you don’t know what a dead letter office is.