In Offer Testing, you will offer to solve your customers’ problems, and test whether your offer attracts their attention.

The previous book, Finding Early Adopters, is all about understanding the problems your customers are actively trying to solve. In this book, Offer Testing, you will validate your understanding of your customers’ problems by making an offer to solve them.

If your offer attracts attention, chances are you’ve hit the nail on the head: you truly understand your customers’ problems and you truly understand how they are looking to solve them.

If your offer does not attract attention, now is the ideal time to hone and optimize your offer until it does.

Why is Offer Testing Important?

If you skipped Offer Testing and went straight to selling something, or worse, straight to building something, your experiment would likely fail. That's not bad in-and-of itself, lots of your experiments will fail.

What's bad is that when it fails, you will have no idea why. You will have wasted time, money and energy without knowing how to fix the failure, or what to do differently.

A failed experiment is not bad.  Not knowing why it failed is bad.

Did you price it wrong? Was the marketing copy misinformed? Did customers not trust the solution? Did you use the wrong channel? With so many variables to test, you'll likely exhaust your resources before you find the winning combination.

To find Product-Market Fit, you will need to identify the right combination of:

• Customer Segment
• Marketing Copy
• Marketing Channel
• Price
• Solution

You’ve already found your Customer Segment using the exercises in workbook 1. With Offer Testing, you'll test Marketing Copy and Marketing Channel only, isolating these variables.

Every step along the FOCUS Framework is designed to help you understand why: the 'why' of success, and the 'why' of failures.

In the event that an experiment at this phase fails, you'll know it's one of those two things (Marketing Copy or Marketing Channel) that needs to change. That is the power of FOCUS.