Wired: Speaking of testing, I assume you market-tested the title of the book?
Ferriss: Oh yeah, with about 4,000 people, in three separate rounds. Testing is how I ended up with the title of The 4-Hour Workweek as well. That was one of about 12 titles I tested using Google AdWords.
I bid on keywords or phrases associated with the book content, like “world travel,” “401K,” etc.
And then the ads that were displayed had the title of the book as the headline and the subtitle as the ad text. And then I just looked at the clickthrough rates.
Wired: What was on the pages when people clicked through?
Ferriss: Nothing. Just “under construction”.
From this Wired article: