Techniques vs Tactics

Agreed. I was just saying IF, it's the Headline, which can account for up to 80-90% of the success or failure of a page, it would be worth it to send around 25-30 clicks to a headline that used Techniques, and 25-30 to a headline that said tactics... Even small changes like that can drastically change the success of the rest of the copy, but I specified IF (and only if), we're talking about a Headline. I just assumed it was a headline of some sort he was talking about, because some random word in the body copy probably wouldn't make that much of a difference, as you said. Though, it depends how thoroughly he can afford to test, so you're right...

I'm a little fanatical about testing headlines, though, your advice is always solid.

Edit: As a quick note, you should be testing the "angle" of your headline, before the individual words. So, this is "assuming" you've already tested the angle of the headline (the broad scope of what you want it to say). If you've already tested the angle, then start testing the individual words, if not, use "tactics", and then test completely different angles with your headline.