Testing Works In Business
Before publishing his first best-seller, Tim Ferriss tested options.
He came up with six potential titles. Then he purchased Google Adwords ads — one version for each title — targeting search terms related to the bookās topics.
Each ad used the potential book title as the headline and used the bookās tagline for the adās body (same in each ad).
He spent less than $200 to discover that the ad with the headline āThe 4-Hour Workweekā was generating the most clicks, by far.
So thatās what he called his book.
Published in 2007, āThe 4-Hour Workweek — Escape 9-5, Live Anywhere, and Join the New Richā spent more than four years on the New York Times Bestseller List and has sold more than 2.1 million copies.
Thatās pretty good for a book that cost less than $200 to name.
I love this story because it reveals several important lessons that apply to all of us in businessā¦
Testing works.
Guessing doesnāt (unless youāre lucky, and luck runs out).
Itās often easier and less expensive to test a business idea than you might imagine.
By the way, an interviewer once asked Ferriss about the bookās title.
He replied, āI wanted to name it āThe 3-Hour Workweek,ā but my publisher didnāt think that was realistic. So we settled on āThe 4-Hour Workweek.āā
Ha! Ha! As ifā¦.
Don't go away yet..
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