The next one is front end surveys. Surveys are awesome. I mentioned Ryan Levesque earlier, he's the guy that created the Ask Method. If you're not familiar with it, give it another year. He's going to take over the world and it might be frightening. No, (laughs) it's a great system and he's got a great book out there just called "Ask," too, so if you're interested pick up that book for sure. But he says, "figure out what your customers want to buy before they even know what they want to buy themselves." I mean, this is kind of the trick of all marketing and product development, right, is if you can figure out what people want before they want it, one, you can help them want it, and two, once they realize that that's what they want, wow, suddenly there you are (laughs) with the golden solution. But, this does not mean, figuring out what your customers want before they actually even want to buy it or know they want to buy it, does not mean asking people what they want to buy. You wanna k...
ill the value of a survey? Ask people what they wanna buy. You want to make it even worse? Ask them how much they want to pay for it (laughs). (audience laughing) And look, I've asked that before. I've asked that before. I'm sure most of you have too. Don't do it again, okay. Do this instead. Ask people what their real challenges are. What feels urgent to them. This is a survey that Brigitte Lyons, our marketing director at CoCommercial and the founder of B the Forward Thinking PR agency, did a year or so ago. She asked simply, what's your most urgent PR or marketing challenge? Just that. What's your most urgent PR or marketing challenge? And yes, you can probably see that there are eight steps here. She did ask other things. This was the only substantive one. Everything else was, you know, about their business, demographic information. It was just really simple stuff. This was the main question, what's your most urgent marketing or PR challenge? And what do you get when you ask people what their most urgent challenge is? What their number one thing is? What's top of their mind? Well, you get people telling you what's top of mind. And that's huge, because if you can connect what you're offering, to what feel urgent to them, what's top of mind for them, what's especially pressing to them, they're way more likely to want to buy what it is that you're selling. One of the biggest problems, remember, it was the second thing I listed of reasons marketing campaigns fail, is that we don't use that sense of natural urgency. So if you can use a front-end survey to determine what it is that actually feels urgent to people, and then tie your product or service to that sense of urgency, you're gonna get more buyers every single time. You're gonna get more high quality leads. And you're gonna build up your brand around that sense of urgency as well. So you become the solution people want, not the solution you're constantly trying to convince people they need. Okay? So here's three questions you might wanna ask, or three things you might wanna think through, when you're considering a front-end survey. And again, all I mean by front-end survey is this is a survey that you're asking before people buy. Ask them about what they know right now. What does your customer know right now? In other words, what's most urgent, what are they most interested in, what's that itch they're constantly trying to scratch? You might also ask if he could pick one problem to solve or one skill to learn right now, what would it be? If he could pick one problem to solve or skill to learn right now, what would it be? Remember how I talked about, you know, it used to be that everyone talks about social media, now they talk about sales funnels and a year ago they were talking about Facebook advertising and webinars? That's simply a change in what's top of mind for people. Its not actually a change in what they need, right. You could sell the exact same offer, but talk about it differently depending on that number one problem that people wanna solve. And then also, what's the path from what she knows right now to what it is that you're selling? Now that's not something you're asking in the survey, that's something that you are determining. So if they're thinking about sales funnels and what you wanna talk about is a marketing system, what are the steps you need to walk people through to get them on the same wavelength as you? If Lacey wants to talk about blogging, but everyone's tired of that and they're thinking about Facebook advertising, what are all the steps she needs to walk people through to get them thinking about blogging again? Or thinking about content marketing differently?