18 Jun Ask Your Audience What They Want – Investigate Using Surveys
In the last couple of episodes, I have introduced two powerful survey types performance marketers rely on to get results. Today, I’m going to spend some time bringing these two stories together.
Discovery and segmentation surveys go hand in hand and complement each other perfectly. If you’re just using one without the other, you’re not utilizing their full potential.
This episode is all about maximizing the gains from applying these essential types of surveys.
Now that we’re using the right tools, we’re going to focus a little bit more on the process. We have the surveys, and today we’re talking about what makes a SurveyDetective.
One of the most common mistakes I’ve seen marketers make is to overthink their role. I’ve seen them spend countless hours trying to wrap their head around the things their audience wants. To be perfectly candid, I’ve been in that situation myself during the earlier parts of my career.
Luckily, I was able to figure out just how futile these attempts were. Not only was it ridiculously challenging for me to guess the needs of my audience, but it shouldn’t have been a part of my role in the first place.
Thanks to surveys, I learned there was a much better way.
Instead of guessing, I started asking.
Always Start With a Discovery Survey
“Before you do anything, you need to understand.” – Eric Beer
We sell products or services because we expect that some people are going to find them valuable. To sell them effectively, we need to understand where that value is coming from precisely.
If you’re unsure about what you should sell, then a discovery survey is your best friend. It’s the first step to investigating your audience.
Learning about people’s wants and objections is going to guide your product or service development. The whole idea is to ask open-ended questions and listen. Analyze what your audience is telling you, collect crucial insights, and identify distinct segments formed by their unique needs and objections.
But let’s say that you already have a product you want to sell. You know what your audience segments are, and you’re crystal clear on your core offer. Even if that’s the case, I would still highly recommend you start with a discovery survey.
For starters, it will help you better understand the language of your audience, allowing you to write better, more engaging headlines. You’re also gathering ideas for new types of ethical bribes people would be excited to get. And in some cases, it can help you identify new segments and inspire you to create new products that will serve their needs better.
The bottom line is that the information you’ve gathered using a discovery survey will always be incredibly valuable for whatever it is you’re trying to accomplish.
What’s the Point of Segmenting Your Audience?
After you’ve applied a discovery survey to your audience, you’ve successfully set the stage for the next step. Using a segmentation survey, you’re now going to place members of your audience into the previously identified segments.
But what’s the point of doing that?
The segments within an audience are different from one another based on their needs and objections, making a one-size-fits-all approach is doomed right from the get-go.
In order to be effective, you need to step into custom-tailored marketing.
Segmenting your audience allows you to create the perception that your message is speaking directly to the individual. They feel like you understand their situation, and you’re trying to make their life better. This is what makes your headlines powerful.
A Mini Case Study: How Does Apple Sell Its Macintosh Laptops?
Let’s consider a real-life example. When Apple is selling a Mac, they understand that their audience is segmented. People buy their laptops for different reasons.
So when you visit their store or their website, they’re going to ask you if you’re buying it for business, leisure, or school.
Through surveys and extensive audience research, they’ve determined their key segments, and they’ve adjusted their messaging to fit each of those situations perfectly.
But the core product never changes. In the end, you’re always buying a Mac.
Make Sure You’re Talking to the Right People
The great thing about surveys is that they cut through all the unnecessary, wasteful activities. It is a direct, straight-to-the-point approach. But there’s one thing you need to do so that you can ensure their efficiency.
When people complain that surveys don’t work, it’s always because of the same reason. The biggest mistake people make when using surveys is they’re not talking to the right people.
You can’t expect to get valuable information from people who aren’t emotionally invested in your offering. If they don’t care, then it doesn’t matter. In order to get truly valuable insight, you need to identify your die-hard fans.
“You need to be surveying the right people.” – Eric Beer
Your die-hard fans are your most reliable source of information. Their answers allow you to personalize things and make the messaging stick.
What you end up learning from your die-hards will be the biggest game-changer.
Well done, Performance Marketers!
I feel like we’re making tremendous progress, and I’m so excited that we’re diving further into the practical side of performance marketing.
If you would like to sign up for our SurveyDetective VIP waitlist, please do so using the link below.
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Thank you for tuning in, and I’ll see you next week!
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People are sitting there, and they're just like racking their brains and thinking about it. And then they're brainstorming about all the things that they think are the objections of their users. Right? I've been there I've done it. And it's like, painful at times for me. Sometimes I'm just like, "Hm, well, what's their internal objections? What's there... What's their... The vehicle objections? What's their external objections?” Right? Or, I can just ask them!
I spent the last 17 years building my eight-figure performance business without using any of my own money, working with some of the most brilliant direct response marketers in the world today. Now, I'm looking for entrepreneurs to join my affiliate army, built on ethics, transparency, and good old hard work. Join me to change the perception of how people view the greatest business in the world, affiliate marketing, and follow along, as I learn, apply and share performance marketing strategies working with some of the brightest people on the planet. My name is Eric Beer and welcome to the Performance Marketer Podcast.
Welcome to Performance Marketer. I really appreciate you being here. I want to start by just explaining to you what it means to be a performance marketer and simply put, performance marketers are results-driven. Everything that we do is measurable. If you're a performance marketer, you are measuring everything you're doing on the internet. Math. That's why math unbelievable. Yes, you can have an opinion. Yes, you can say things but when you are out in the market and you're in direct response, it's... Everything is all about results. No matter what you're doing, whether it's you're buying ads, creative, whatever. So if you're a performance marketer, you're someone that is results-driven. You create actions, you measure everything that you're doing, you are results driven. Bottom line, why am I doing this? Okay, so few reasons why I'm doing this. First off, I just find that I need to build a program that if I am developing a survey platform, I need to make sure people take action. So the SurveyDetective is what we're building. SurveyDetective is a do-it-yourself-platform that's going to allow people to come in and easily create surveys, quizzes, assessments that will allow them to learn about their audience, so that people are telling you what they want so that you then can now segment your data. You can understand the language of your diehards, identify who are your diehards, how to segment them. What kind of copy to use for your headlines, or for the content that you use in the outcome pages? What lead magnets or ethical bribes are you going to use? All of that's going to be discovered in a discovery survey, as you learn from these people, okay? I'm doing this because I'm finding my way of what I'm going to teach people I know a lot about direct response. But it seems that this is a good fit for me, me being able to help people generate leads, I've identified that people have a hard time generating leads, and even if they are generating leads, the quality of leads of what they're generating and how they're doing it. And the majority of marketers in the marketplace make the mistake of promoting the same marketing message to your entire audience. When everybody's not the same. There isn't one solution for everyone. There are different solutions for different people that all have the same desires, that all fit your solution, but their road to get there is different. That's what this does for you. This allows you to identify what these people are, what groups, what segments they are in, and then how you're going to communicate with them. That's relevant for them. And what you're going to be doing is once you learn and understand, okay, and you create your segments and you analyze your data, that's what's going to allow you to build Your segmentation, funnel, your segmentation survey funnel. And by doing that, that is going to be on 24. Seven, that is going to be where you're generating all of your leads and building your list, the discovery phase, that is just for you to do research. So those are, are being run on fixed times in your business for different use cases, which I'll go over later on. But it's around new products and new markets or existing products in existing markets. And I'll kind of talk through how you use it when you use it. Okay, because there's different times, and that's what we're going to be doing that'll be part of the process when I'm working with you directly. But so, what you're doing in the discovery phase, when you're investigating, I'm going to use the word investigate because it's server detective. So anywhere I can find and by the way, guys, if you guys see anything where you come up with a name or a word that sounds awesome, that I can name a process Let me know. Let me know. Because I'm always going through this and I'm writing down things but haven't like put a stake in the sand yet on some stuff. But investigate is relevant to your be coming. A detective, right survey detective? What a detectives do they investigate. So you're investigating your marketer or a product. That's what you're doing. You're just trying to learn and trying to understand, before you do anything, you just need to understand. When I work with a client, I need to understand them, learn about them before I can give them a solution. If I'm working as an agency, if I'm working where I have my own products, and let's say I'm running traffic to my products, well then I understand my products and then I know what I'm looking for, because I know it fits within my business. Okay, very different. You being somebody who's going to be an agency working for somebody as a client versus you running traffic to your own products. That's why it gets a bit overwhelming if you try to be an agency and work with 10 1520 years. client's because you put your heart and soul and it takes time and energy to learn and understand these people. So that's how you have to figure out how can I be efficient to do what I do help people but not do it on a one on one basis, which is what I don't I don't want to do that. Well, I have a mastermind or a higher level coaching mentor ship program. Sure, sure. I will. But I'll still be teaching it in in groups, right? Not one on one, maybe just to start We'll see. But that's, that's where I see the business. Who knows, maybe maybe I change that, just based on my experience. When I start working, we'll find out. But that's not my goal. I really don't want to work one on one, my time is too valuable. Your Your time is too valuable. I should be able to get across what you need, where you can get it without having to like spend time with me all day and we spend time with you. Your time is valuable my time. Our goals here what we're building is buying our time creating a lifestyle. That's huge, huge. So the segment survey. There's different types of hooks on the welcome page, start page on how you're going to get people in. Okay, we can go over that. There's a bunch of different ways you can do it. But the overview of why a segmentation survey is so unbelievably helpful for you is because it allows you to identify, people are going to come through and they're going to self declare where they are in their their life right now, what their skill set is, they're going to tell you information about themselves. I play tennis, and if I go and talk to a pro, and I go start taking a lesson, they would ask me Well, right now what are your biggest challenges because they need to know what they're gonna work on. And I can say to them, well, I'm really struggling with my forehand. what's what's wrong with your forehand? I keep either flying long. I can't get enough spin on the ball. And there are times where like my weight is going to the right and I'm hitting the ball into the net. So, I'm gonna go over why I don't have a backhand and I can't play anything at the net and my footwork and it's like, Okay, well, maybe you're not really a tennis player, right. But like, I need a lot of work. But the point is, is that I'm telling them what my issues are. So by then, seeing that, and understanding that they should already know, things that I could do, to stop flying along and being able to get more spin, there's things that there's there's a common pattern on how do you get spin on on a tennis ball, it could be the grip could be where you're going back, it could be like going from down to up, following through flicking it or whatever, right? But an expert will know that you guys should know that for your business. So you're already you already know the solution. When you're doing this, you need most importantly in the beginning to know what is it that you're selling? What is your core offer? Okay, they don't have a list. You need to know what you're selling. You need to know what the end Game is here, you need to at least have an idea if you're if you're running a discovery survey, and you're trying to investigate a product or market, well, then you're figuring out what it is that you want to sell what your paid program is going to be. Or you already know what your core program is, you need you need to know. And even if you know, I highly recommend that you still do the discovery survey. No, people give me pushback. But if you're in this group, just listen to me and do it. I'm telling you. Yes. You may know who your diehards are, yes, you may know what your segments are. But would it hurt to understand the language and maybe create a better headline for your program that could change the whole dynamic of an ad converting or not converting or sales page converting, it could give you an ideas on other types of ethical bribes that you can create. Okay, there's a lot of value here. And it could help you with maybe branching out into creating a new product or new service. So Just for the sake of this, you should do that. We should be doing that, because that's the right way to go about doing it. But so the whole point of when you're done with this and you're investigating with your discovery, the first thing you're doing in your segmentation survey is you're creating your outcomes, your segments are going to be your outcomes, your outcomes. Okay, that's the, what I was showing you guys yesterday, what you saw yesterday that I sent, if I broke it up, start. These are page by page, by the way, we're not running. We're not doing a survey where there's thousands of questions on one page. It's overwhelming. It doesn't get the job done. That's not the format of how you're going to run your your survey or your quiz or your assessment. It's going to be each one of these is a question q1, q2, whatever. So you have q3 q4, q five, you have your questions here, lead capture, this is where you're going to get the person to give you information, the opt in and then this is your outcome. Okay? See that start, welcome page. This is where you're going to have your type. It's gonna be where your hook is gonna be where your headline is, this is going to be where you're going to get people to start the process. This is where the, the engagement begins, okay, you're not capturing data in the front. And you could test that out. But from the tests that I've done, we converted much higher when we got somebody to start the program, start the survey, start engaging, and it creates momentum to get them to the end where you get them through the questions. Right. So one of the things we're talking about terminology right in the beginning, no brainer questions. No brainer. Questions are the ones where they can answer with in a millisecond. How old are you? Where have you been? What have you done? Right? People are answering questions on like we talked about yesterday, either, what they've done in the past, what they don't like Are they? These are questions that are no brainers. You don't want to be very invasive. You just want to get people going to a point where then you then have your segmentation question. We're going to simplify it. No, no logic here. Other than the basic, you put your segments into a question, they answer that question. And it's very clear when you do this, and we'll go over that when we get into the segment, we're going to do the discard for then we'll do the segment as the second face. The segments, your your segments need to be very clear. If someone lands on a on a question where you're trying to segment the data, and you ask them a question, they fit in both, they can fit into two and you haven't done a good job. You need to get your segments to place where there's, there's no question about it. I belong in choice B, until you get there, then it's not done and you haven't done a good enough job. And if you don't do that it's not going to be as effective because that's super important because What's gonna happen is, these are the four steps, here's the framework guys that I need to create a worksheet for that we will create. So these are the steps, right? And within we all know, right? So we create a framework, and then I got to create a framework within a framework. So I'm gonna have to have a framework for this, what are the steps? I'm gonna have to framework for this section, right, overall, but then I'm gonna have to have a framework for each question. Like what what how do you know what to ask? What questions are you asking? I have to have a framework for the lead capture page. But keep in mind guys, this is a basic segmentation survey. What is missing here, in this part, over here, you want to be able to better describe their situation better than they can. That's your goal. That's a hint of what would be here. You want to be relatable. You want to show that You understand their situation, you want them to feel like they're being understood. And then you want to relate to them. right where you are today in your business is different than the person that's coming through your, your program. So you need to be able to explain to them that you get it. You've been there, right? You feel for them, you feel for where they're at right now and their stage. That's the whole goal here on your outcome. And then, and this is where you go from you relating and feeling and describing what they're going through. So they're like I that's exactly what I'm thinking about. You totally get me Eric, you totally understand where I'm at right now with my business. I do I get it. And what you need to do for that is you need to find a coach need to find a program you need to find technology that can help you do what it is that you are struggling with. Here's The answer this is this is what you should be doing. I haven't said what they're going to do, but I'm telling them how to solve the problem. I'm giving them a solution. But like the knee brace example, I need a knee brace. So then the transition comes into, well, you need this. And I've counseled you to what you need. Now you're thinking, Okay, Eric, well, then, what do I do? What do I do next? And I go through that process of explaining that to you. And then I extend I transition into and this is why I've created blank. That's what your pay program is all about what you're doing. Whatever you do, whatever your core offer is, that is the solution. That's your paid program. But you've taken time to understand these people. You've you've touched them in so many ways and you you made them feel understood. You've got if they've gotten through both of these to the end to the outcome. That point they're going to land on. And this is what's missing guys. Outcome one, outcome two, outcome, three, and outcome. Four, when you finish your, your discovery, and you figure out what your segments are, and you go through the whole process, the first thing you're going to do is you're going to create your outcomes. Those are your segments, those are going to be your lists. Those are going to be the list that you're going to be now using, and you're going to be able to market to them in a custom way. Write custom, tailored marketing, what you're going to be doing there is an important word perception. It's what we talked about yesterday. I don't remember if I did it before or after my internet went out, but I did it on a video. But so a simple example if I didn't describe it yesterday, I'll do it again. is Apple, Apple, one of the biggest companies in the world. Well, Apple sells the Mac computers. Now. What are they Do when you walk into the store and you see somebody and they come in and help you, or you go to their site.One thing they need to understand is are you buying a Mac for business, leisure, or school? Guess what, guys? segment one, segment two, segment three, very different people write very different people. How are you going to sell to these people, you're going to sell these people in a very different way. how you're going to communicate to someone who's in business, versus the person that's in school, that want to buy a Mac is going to be very different. The Mac that the businessman may buy, may have some bells and whistles loaded up into it. But at the end of the day, the core product, it's a Mac, the student is buying a Mac, they may not have all the things that the businessman needs, or vice versa. Maybe in school you need certain programs that someone who is using this for leisure or for business does not need. So they're going to add those bells and whistles to the Mac, but they're selling a Mac. Okay? This allows them to customize the messaging, but they're selling the same product. The core offers a Mac, a coffee doesn't change. You could run programs where if you wanted to send a different products, if you had all these different products, you're selling ecommerce wise, totally do that. That's a bit more advanced. But that's when you're going down into some other stuff, but just basically, right for the most part, people here you all have your product your core offer, and your core offer is how you're going to now communicate with these people identify the different people's objections situations, and then you're going to sell towards that. If you start selling to a kid in school, the business men's Mac, it's likely they probably can't afford it or need it. No money may not be relevant For them, and you could lose them. If that's the only type of marketing that you're, you're pushing out into the market. So there's no, there's no one way to do things. That's why when you go through these programs and you're, you know, you're you're seeing people teach, right and you're building offers, like Austin, you're here, you still hear awesome, or like when Steve talks about the objections, vehicle, internal, external, and I know you coach those people, people are sitting there, they're just like racking their brain and thinking about it. And then they're brainstorming about all the things that they think are the objections of their users, right? I've been there I've done it and it's like, painful at times for me. Sometimes I just like, well, what's their what's their internal objections? What's their what's their the vehicle objections? What's their external objections, right? Or I can just ask them. I want to talk to you and understand what your objection saves me a lot of time and energy. And when you tell me, you tell me what your objections are don't guess if that makes sense, you guys understand that. So this whole process is allowing you to build your offers. It's allowing you to figure out what angles you're taking, right? There's a lot of things, you're able to identify. If there's certain places in your market that aren't being served, you're able to identify their weaknesses in your market, or maybe even a new product or service. There's so many things, guys, there's so many things. But so the whole point is you're creating perception. You're creating the perception that you've created a plan, a solution designed specifically for you. Make sense? You're going to feel like I just created something for you. You're going to feel special because I understand you understand your issues where, where you're where you're being challenged. So I'm focusing on that I'm solving that issue for you, which is very different than another segment of mine in the simplest way, because most of you who are the click funnel world, right and you've all been taught the same way of how to look at the objections with vehicle internal or external, it could be as simple as your your segments our vehicle, internal or external. And me selling you on you not believing in my vehicle is different than me selling you on somebody that has some insecurities of their own, or somebody that is saying they don't have enough time. There's three different objections. They're very different, right? That's where, listen, people still sell them, they kick butt doing it. But the beautiful thing about is people are buying when people aren't doing this. See what that does is and this is where I was watching something with Howard Schultz. He's the CEO of Starbucks. And one of the things that he said was when you're out in the market and you're trying to identify what's going on what's working What your competitors doing? Something you should get really excited about is if you see people that are being successful, and they're not doing something that you know, could better the situation for the person. And, oh boy, you're in a good place, right? People are generating sales people are building sales funnels, they're going through a whole offer build, but I don't care what you say, I don't care how well you know your market. If I do this, I can learn about your market. And I will learn if I'm speaking to the right people. It's a very important thing, guys, is a big mistake people making in my surveys and quizzes don't work in assessments, is because you need to be surveying the right people, your di heart, you need to identify who they are. And then you need to then listen to them. Just it just logic sets in. If you talk to somebody that isn't a diehard isn't your your guy who's going to spend money with you and want everything that you're doing right in this group. I have to identify who are the diehards? Who are my diehards in here, and I'm talking to you guys, I don't know yet. I'm gonna, I'll learn, I'll figure it out. That's what I'm doing. Right. And when I understand that, I'm going to listen to you guys more on what your issues are, because I need to solve them. If I have somebody else that is telling me something, but I could tell they're not a diehard in certain ways. One is if I spent time people I can tell, but you don't get that luxury when you're on the internet. Right? And the idea is, we're building businesses without being one on one. So the ability to do this where we are now going to personalize things for people. You're doing it by talking to your diehard raving fans, though. Okay, so just to answer my own question earlier, when we talked about the outcomes, you are going to have a unique lead capture page that will go to each of your outcomes. Okay, you're going to personalize each of these pages based on information that you identify here makes sense. You're identifying so that you can decide where they're going, what segment they're going to go into, of these four, you're identifying it, then these pages will be built with messaging with copy that will be specific for each segment. Does that make sense? Each lead capture page, each opt in, is going to speak to each of your segments. So there's going to be logic inside which we have in our platform that you now will, will do it with you will determine where they land. Now, there's going to be a framework for that page on how we go about communicating with each of those people. But here's the thing, right? Remember, we talked about being efficient Looking to make more work for you, there's a lot of ways that we can land people on capture pages and outcomes. Okay, there is the format of you can have a video there to communicate with people, you could have a text, you could have a voiceover doesn't really matter. You could test to see which one converts better in your market. Right and how comfortable you are. If you're not comfortable putting yourself out there ever go in like Tim Cook I feel so stupid. It's like, Yeah, because it's just there's no meaning behind it. Like you're just not there yet. You're not. You haven't gotten to that place where like, you just feel it. Like I am communicating with you guys right now. And I feel good. I know what I'm talking about. I love this. I know it works. I can talk about this all day long and dive in and get deep with you guys. Because I know it works. But months ago I was talking about stuff. We're like, Alright, we have to create content on my podcast and I'd be talking but it just wasn't there. Excuse me. I was just making stuff up. You know, like I could talk about all different Things in direct response. But like, that's what they mean by finding your voice and your passion about we really know what you're, you want to do. And that's, I gotta tell you guys like, That's huge. That's huge. I wish that for all the guys, because it's hard and you don't know. That's the hardest part is just like you almost wish like I wish I had something to sell she wish I had one I wish I could focus. Because once you know what you're selling, then that's where the fun part sets in. It's the confusion of what is it that you're doing that then is struggling for you. And the way to figure it out is to know who are you talking to your audience, and they're the ones that's going to help you. That's why we're creating momentum. That's why we're here today. That's why we're doing what we're doing. So 90 of the way you're efficient, is you're just gonna have a different headline in this page that you are going to be able to communicate with each of your segments too differently. And then here, your, let's call this, let's call this your outcome page, right? One of the outcome pages, let's call this the top third, the messaging here will be customized by your outcome, right? But your core product is down here. It's all the same. You're not gonna change what your core product is. You don't change your core products, your corporate the Mac is still a Mac, you're still going to talk about what the Mac is. But can you talk about the different things within the Mac appear for the businessman or for the person that's in school? Yes. And so another thing that people make mistakes on when you start doing testimonials, social proof, a mistake that people make is they just take whatever they can find, and then they put them inside their sales page, or there, their videos or whatever they're promoting. But if you have been listening to me, you need to be relatable. So when you identify who these people are, and why it's so important why some of these market demo questions are important, could be as simple as gender, right? Male or female? Age? What age range are they in? Right? Because you want to show in your social proof, you want to show here, somebody that's relevant to them. So, right it could be that outcome one is a male, outcome two is a male. Outcome three is a female, outcome four is a female. Outcome here is 24 to 35. Here is 35 to 45. So, on this page, you find social proof for each of the segments. So you find a male that's in the 24 to 35 range for outcome one outcome to 24. Sorry, yeah, yeah. Oh, this is on the top. So 35 to 45 male. Starting to get a little crazy. The beauty of what I do. This is that guys, welcome to my world. This is how my brain thinks. But so that's how this all comes together. So we're just, you know, I just wanted to go over this a little bit and explain to you guys what this is because I know we got cut off yesterday, and I wanted to tape it for myself as well, because I want content, I want to get this on tape, so that I can start to organize or get it into the hands of people that know how to organize. Right? Because if that's not my skill set. So my plan my goal now is to work with you guys on an individual basis. So we're going to start doing this one on one. This is a good overview of what we're doing, why we're doing it, understanding why you're doing certain things because when you understand what you're doing, then you can start to... You start to innovate, right? In the beginning you just gonna just follow along. And then as you start to see and learn to understand, that's when you're going to be able to be like alright, I need to tweak this or tweak that or..." Right? And that's all with the data, that is being results driven, based on the performance that we measure, we will make decisions off of the data when we're analyzing. So that's it. And that's the whole goal here. The other two values, I guess, that we could look at here that I wrote down I didn't even bring up is the value you're gonna get by your learning how to use the platform, outside of all this other stuff. And the value of your being a part of a community, where you're gonna have your trainings, you're gonna make friends, business partners, you can be able to discuss with others, so that we can have a success path of your building your list, pre-qualified leads that you're going to convert into customers. So that's the plan. This is what we're doing. So that later on when I'm able to do this for when I open it up again, this program will be available for people to go through video without having to deal with me. So that's it. Appreciate you guys.
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