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.
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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
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