and subtitle, and test them in many different iterations. Usually what you’ll find is most things test about the same, while there will be one thing that clearly tests better as a title, and another that clearly tests best as a subtitle. • This is a great piece about the step-by-step process of using Google Adwords to test a title: itrevolution.com/phoenix- project-google-adwords-title-subtitle-testing/ • If you have a large audience already, you can also use SurveyMonkey.com • For real customer feedback, I recommend using Pickfu.com I would also recommend Google Survey. This is real-market testing of real people, and can be done fairly cheaply. HOW NOT TO TEST YOUR TITLE Most of the things authors do to test their title are very, very bad. For example, posting on social media is NOT TESTING YOUR TITLE. In fact, posting on social media is about the worst possible way to test a title. Why is this? Well, your Facebook/Instagram/Twitter friends are probably not your audience, so asking them about the title won’t help you. And even worse, everyone on your social media has an agenda relative to the author that will often put you off-kilter. Friends and family testing doesn’t work. Generally speaking, they want to make you happy. They don’t want to give you an objective answer. Or they want to make sure you look good, but they don’t know what will actually make you look good. Furthermore, oftentimes colleagues will be critical—because they PiCkiNg ThE PErfECT BOOk TiTlE · 199