Have you heard of Tim Ferris’ book The Four-Hour Work Week? The original title was Drug Dealing for Fun and Profit, a tongue-in-cheek name for what was essentially a book about outsourcing. His book publisher said, “No way, Jose, we’re not using that title.” I bet he thought it would make for poor brand marketing.

They bickered back and forth about titles. Finally, Tim went to the court of last resort—real-world testing on real people. He posted book titles as Google ads, and the phrase “Four-Hour Work Week” magically spiked the response. He renamed his book and organized it around that concept. It became a New York Times bestseller because of the brand marketing approach used for the title.

Later, his bestsellers The Four-Hour Body and The Four-Hour Chef came, and now he’s the maestro of a hit series of books and much more. Thanks to the initial brand marketing of his first book.

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.