CONVERSATIONS WITH RYAN LEVESQUE over 52,000 leads per day across all the markets that we work in. P: You mentioned that, a lot of the time, online marketing survey fail because people ask the wrong type of questions. How do you determine what the right questions are? L: The right questions are really based on the two types of questions that people know how to answer: What they don’t want and what they have done in the past. That’s what we base our survey questions on. There are a few more elements that come into play which involve some deep customer psychology, which I explain fully in the book. P: When it comes to survey marketing, you learned that there is no one-size-fits-all. What are the things to consider when creating a customized survey specific to the spa industry? L: The first step is to know who your market is. That’s the whole purpose of doing the initial Deep Dive survey. So many Four Types of Surveys in the “Ask Formula” Survey Funnel System The “Deep Dive” Survey. This is an open-ended survey that’s designed to help you better understand your market, and get a sense for the language that they use—so that you can use it yourself in your sales copy. 1. The “Micro-Commitment Bucket” Survey. This is the first thing that people see on your homepage or landing page. It’s designed to do two things simultaneously: engage your prospects and build trust, as well as segment them based on their responses so that you can customize your marketing to them. 2. The “Do You Hate Me?” Survey. This survey got its name from a subject line of an email designed to provoke a response from your prospects. It’s an email follow-up to the people who didn’t buy your offer to discover why. The purpose is to get insight into the objections and hot-buttons so that you can optimize and tweak your sales messages over time. 3. The “Pivot” Survey. Sent out by email, the final survey’s goal is to redirect your prospects who don’t buy into a different offer that might be a better fit for them. 4. 24 PULSE n December 2015 CO N T I N U E D F R O M PAG E 2 2 business owners start out thinking, “Oh, yeah, I know who my market is and what they want,” but in reality, when we do these surveys for them, they are shocked by what the actual results are. I’ve been surprised myself when I’ve done these in my own businesses. The rule is: You never want to guess. You always want to ask. You want to know. P: In the funnel process, how does one convert subscribers into clients or customers? L: In the funnels that I create, the process looks something like this. A prospect gets to your landing page, they watch a short video that asks them to take a short quiz. Once they take the quiz, they are asked to type in their email to get the results. Then they go to a sales page that gives them a customized offer (generally you’ll have three to five different ones), based on their survey answers. If they buy, you take them through a process of additional offers, and then continue to give them additional (customized) offers through email. If they don’t, then there’s that follow-up email sequence wherein you are trying to get them to buy and figure out why they’re not buying, so that you can offer them something else. P: Sometimes, the problem with survey is that you could get lost in all the data. How can one simplify the analysis and interpretation of data to apply the information in practical terms for one’s own business? L: I have a very specific process for doing the analysis. Yes, the initial analysis takes some time, and some familiarity with a Microsoft Excel sheet. The goal is to find what I call your “buckets” that address 80 percent of your market and create offers based on those. So, let’s say for spas, you have people who come for health reasons, people who come to relax and escape, and people who do spa treatments mainly for beauty purposes. Now, those would be my guesses, but of course, you have to confirm that by doing the surveys and following the formula. There’s no way out of it—but it works. n WHAT ADVICE can you give to business owners to help them build trust in an online world? Click here to read more insights from Levesque.