Micro Testing of Headlines

I recently read Tim Ferriss’s “The Four Hour Workweek” and listened to an interview between John Jantsch and Tim yesterday. The whole book is very thought provoking but there was one section in particular that caught my attention and that was with respect to Mirco Testing.

Often when we are writing an ad we want to test the headline. We probably have a good idea of what would work but the use of one different word can make a big difference to the response. Tim suggests using Google Ad Words (or something similar) for the test. He points out that you can quickly create alternative headlines and see which drive more traffic. You can then take those headlines and use them in other media such as print or direct mail. The cost you will have is that of the pay per click but it may be less than other forms of testing — particularly for products that are in a niche market.


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