25 Jun How To Make Sure Your Discovery Survey WORKS
It’s time for us to take an even closer look at discovery surveys.
We’ve had our high-level overviews, and by now, I’m hoping you’ve firmly grasped what we’re trying to do with Performance Marketer.
The overall goal is to investigate your audience and better understand their situation than they can do it themselves. But it’s not going to work if you don’t understand the process.
Over the years, I’ve heard so many people complaining about how quizzes and surveys didn’t do anything for their business.
And I’m not surprised! It’s because they weren’t doing it right.
Today, I’m going to share a more in-depth explanation of what makes a discovery survey work. I’m also going to give you lots of practical tips for creating and analyzing discovery surveys.
Get ready for some serious investigating, SurveyDetectives!
Capturing Data, The Right Way
Discovery surveys will get you going, but they’re not going to make recurring appearances. You set them up, let them out into the world, and then – that’s it! Which is why it’s crucial to set them up the right way and make them count.
Your goal is to learn relevant information about your audience. And you’ll do that by asking a series of engaging, carefully picked out open-ended questions and analyzing their answers.
And remember – not all feedback is created equal. You’re want to listen to the top 20-25% of your audience. These people are your die-hard raving fans, and you’ll recognize them by the vast amount of information they’re providing you in their answers.
You should continuously ask yourself, “Am I providing my audience with enough value?” They need to feel like they’re getting enough in return. Otherwise, they’re not going to opt-in.
The Benefits of Creating a Loyalty Rewards Program
Knowing who your top leads are is incredibly powerful. And one of the best ways to differentiate them from the rest of your audience is by creating a Loyalty Rewards Program.
This is going to be a SurveyDetective feature that I was really excited to share with you.
Basically, with every action you’re requesting from your audience members, you will be awarding them with a certain amount of points. These points can later be used as discounts for your other offers.
It’s a win-win that creates engagement, and I just love it!
Loyalty Rewards Programs are just one of the ways SurveyDetective will provide your business with an edge. We’re still prepping for our launch scheduled for later during the year, but you can stay updated by signing up for our VIP waitlist.
How to Sell Using Psychology
Understanding how your audience thinks is one way of becoming better at selling. But there’s something else you can leverage to improve your results further – psychology!
You don’t have to go far to find examples of psychology being used in marketing and sales. All sorts of principles are utilized to predict and influence customers across the world.
If you’ve ever been at an event, listening to a speaker on stage, you’ve probably been exposed to an array of efforts meticulously orchestrated to get you to buy their product.
When speakers are trying to make a sale, you’ll often hear them use the phrase “by now.” Do you know why?
It’s because they’re relying on suggestions and nudging their potential customers into a mindset where they’re more likely to “buy now.”
This is just one small example of how you can use psychology to sell better.
Creating scarcity by limiting your offer would be another way of utilizing distinct behavioral patterns to your advantage.
In the end, whatever strategy you’re using, it’s always with the same goal in mind – creating action.
“You want to create some action. You want to make people take action.” – Eric Beer
How to Analyze Discovery Survey Data
In today’s episode, I’ve laid out the entire discovery survey outline and explained the crucial points you’ll need for it to work. But once you have your data, it’s time to do some serious detective work and get to analyzing.
“You’re doing this because you’re looking to identify your segments.” – Eric Beer
While examining the data, you’re trying to spot specific patterns and recognize recurring objections. These patterns will allow you to identify your audience segments and create outcomes for your segmentation survey funnels.
Your goal here is to look for a relatively even distribution across segments. If you’ve identified four segments, and one of them has more than 50% of your audience, you can’t count on having good results later on.
The closer you can get to an ideal situation, which in this case would be 25% per segment, the better.
In doing so, you’ll set up the right conditions for using a segmentation survey and get much better results in the end.
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That's where a lot of guys do this wrong. That's why quizzes don't work for people and surveys don't work for people. They don't really understand how to do it. Right? When they're sitting there and they're creating this is just like making up why they're asking questions and trying to make it fun. And it's like - No, no! There's a whole structure to this. You're doing it because you want to understand who these people are.
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, 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.
So there's the ability for you now to have... an existing list or no list, right? So lots of ways for you to figure it out. You can also use this discovery survey, to be able to communicate with people directly, you can do it one on one. You're really trying to just learn here, this is not something that you're going to be continuously promoting. This is going to be done, you're going to promote it, and then you're going to get your information. And that's it, it's done... You're going to get your, your 500 to 1000 people to take it, if you have a list. It could be less, because what's going to happen is, you really only want to pay attention to the people that you score in like your top 20 to 25%. Right, those look at and listen to. So 75% of the people you're really gonna not pay that much attention to or you're gonna weigh their feedback to you much lower. Makes sense? So that's really important. Okay, so as you're doing this, you're going to be going through this survey, you're going to ask your challenge question the format's gonna be open. We have open, we have radio buttons, we have multiple-choice, yes/no,... We have slider scales. You can do it with images... All kinds of cool stuff. That's in the design phase. Okay. So we have the open format. And then these are market demo questions. So that's where you want to learn about people. So you're just trying to figure out like, what is it that you're going to use that's important to you in your market if you're B2C... And you'll see this as we go, but B2C would be, you know, age, doesn't matter what age it all depends on the market that you're in. You don't want to ask 1000 questions, you want to just get people to answer simple questions like age range, these would be like the B2C ones right? age, gender, right, maybe location, all kinds of stuff like that. household income, married If you're in a relationship space, children, whatever, right? And then on the B2B side, right, that's the B2C... On the B2B side, right? If you're a coach, consultant, selling software, your market demos, how long have you been in business? What's your annual gross revenue? Right? You want to ask these questions because you want to get a good understanding of what it is you're working with. And you want to be able to overlay that with the information you're gonna get in the open ended answers. I'll give you a little hint here. Your diehards are the ones that give you more information, the ones that spend time really dedicating what it is, they have their challenges with. Those are the people that you're gonna want to be hanging out with those people that actually care and are taking the time. Okay. There's other ways to do it to score leads. But so those are the kind of things are savvy to me like yours in biz. annual revenue Size of list. They're like their market demos of you doing it for your your market, your demo your situation of what you're in right now, today, your business today describe which one is most relevant to you with where you're at in your business today. And then given the three to five, multiple choice answers of what you are just starting my business. I've been in business for about a year and just getting going. I have been in business, have a list over 5000 people are looking to add more, or my businesses is doing 20 million a year. And we have over 150,000 people on our database and we just want to be able to roll out and scale for cold leads. Okay, so those are the ideas of like being able to be very different so that you can't fit into more than one is guessing that right? That's okay. be doing that, but it's good information for me now, if you're new business owner, how long you've been in business, this size would be good to know things like that. Right product interest is the idea of trying to gauge what people might want to be purchasing or buying. So in this instance, it can be done in a few different ways. It can be done where you're doing it by the products. So hypothetically, if I was had a paid product already, already done and out in the marketplace, and you had to choose one of these, which one would you most likely purchase can be a step by step guide on how to build your list. It could be beers, two day intensive boot camp, helping you build your quiz with building your list with surveys, quizzes, a coaching program, high ticket coaching program, it could be joining my mastermind or another one And then you can put other where you allow somebody to tell you what they want. It could change your drop off rate that's important when you're going through the flows of what that looks like. But that's one way, right? Those are different products, right versus the same product. It's just how you're delivering it. What format? So sending people emails, like, for example, if this was this was it and I was trying to understand how you want to get my information. Do you prefer receiving what I'm doing here? in email? You want me to send you an email? Do you want to be able to go into the group login? Do you want to be able to have one on one weekly calls with me getting an idea? Obviously, there's different costs to different parts of that format and or the products I said earlier, right? a mastermind could be 50 grand a year, right, a coaching program, $25,000 a year, for the year, where a step by step guide that I would put together it could be 67 bucks. So you're just getting an idea of where you're at Getting some, some info and you're capturing your data. Now, and this is important, okay? When you're capturing data, the more you capture, the less chance someone's going to sign up unless you make it worth your while. Remember Me, myself and I, everybody is selfishly going through this and not signing up unless they are getting something out of it. They need to be getting something out of it, or they will not sign up. Even if it's curiosity. Me, myself and I. So the thing here is, when you're doing all this, it's the data captures the opt in, okay? And the data capture name, email, give name and email. You may not even need both. If you don't, don't ask for it. never asked for stuff. Certainly in the beginning, unless you're going to use the data. You want to personalize the email with an angry obviously you need to email to communicate with them, or there's another function. Now here's here's here's a kid, mobile phone, phone. You can make this optional. Well, based on if they give you their mobile phone or not. We'll give you an idea of What type of lead there on the mobile phone the reason why you're asking for that, right? Because remember, this is not a marketing program. This is for you to learn, understand, you're gonna want to call some of these people and talk to them to further understand what they're saying. So when you identify, some of you guys are gonna call me. You call people up even like, Hey, what's up, and, you know, I can give you like a script, perhaps I could do that, on what you're looking for script, phone script, email script, on how to follow up with these people. You're gonna follow up so you'd be doing stuff like that. But so optional, the people that put it in your score higher, we have to in our system be able to help you with scoring the leads, so that it tells you who is your your best leads, right. That's stuff that I'm working on. But in the meantime, it's still like a teach it. We could do it do manually until it's automatic, but you're scoring your leads, and we could dive in later. But part of my platform is the ability to create a loyalty rewards program. Your own, and you can reward points to the people that are taking your surveys. And then what you do is you can put your your offers everything that you want to give away and or sell into your awards page. So as people start engaging more with you, they will get points, and then they can redeem those points for something. So let's say you have a masterclass, that's 497 bucks. And what you're doing is you're, you're allocating 25 points per survey. Well, they think the discovery, they take the segmentation survey, and now you kind of have an idea, you're still working them, you're doing what we're doing here. But if you want to learn more about them, and they're willing to take more surveys, then you would give them some fun quizzes and surveys to take with the goal of filling in your avatar, understanding them more. And then what happens let's say they get 100 points, and you value each point of the dollar. Now they have $100 in credit to your store, so they can redeem that. And instead of your masterclass costs in 497, it's going to cost him 397. Because they have $100 in credit that they're going to use to get your masterclass. Right. Cool, right, that's awesome. It's gonna be awesome. And, you know, just creates engagement and loyalty and so many good things the same way as like having miles in your, your airplane, points on your credit cards that you can redeem with Amex. And there's benefit programs. So the idea is something like that, right? For gamifying a bit. It's killer. It's it's killer. You guys should be psyched about that, because that's gonna be awesome. So if you guys have any questions away, fire away, and I'm not going to go through this whole program because it's going to take me too long. I'm just going to do up to the discovery part, because that's we're going to focus on first, okay, which is pretty much where we're at here. Okay. So on your lead capture here, you have your thank you page, you can follow up with your phone and email. So this is the follow up, how do I should follow up with your diehard, raving fans, your most engaged, you're going to want to talk to them, you're gonna want to further allow them to elaborate with you. And it's really important guys. It's like soup. It's like that, you know, you remember when guys just had these like focus groups and you get like 50 bucks or hundred bucks to show up there for Pepsi or whatever. You guys ever saw that when you're a kid, but they were just like randomly find people, which is fine. The concept is great. Like everything about it is great, except they may not be talking to the right people. So the information they're getting back isn't as valuable as they might think it is. That's so important for this to work so important. That's where a lot of guys do this wrong. That's what quizzes don't work. People and service don't work for them. They don't really understand how to do it. Right when they're sitting there, and they're creating scissors like making up why they're asking questions and trying to make it fun, and it's like, No, no, there's a whole structure to this. If you're doing it because you want to understand who these people are. There's there's only two things product and market. There's behavioral information that you want to learn the behavior, the buying behaviors, I'll tell you, there's a really cool thing you guys should watch. If you guys are home and you're bored, has anybody seen push? It's all around the psychology where they take four different people, and within 90 minutes, see if there can get them to commit a murder. And it sounds weird. But ultimately, it's to push somebody off a building at the end, and all the things within the 90 minutes that they're using all these different Sykes all the psychological things in the person's mind to get them to. Yeah, awesome. Yeah, it's awesome. To get somebody to, to go as far as pushing them out of the building, and there's different words they're using, there's things where they keep saying, push, push, push, not realizing. Another example of that in like the event space that people do. What people will do is and they're on stage they that there's, there's this thing where you have to ask people and keep them engaged like are you getting this? Are you getting this by now? Are you getting this by now, you guys will notice this when you start going to some of these events or virtual events is the ones that are really good do this really well. They keep saying that word right? By now you should probably get it by now you should be seeing what I'm talking about. By now. Do you guys see what I'm saying? The Psychology around that is by now. I keep saying buying now. And I'm getting people say yes, by now. You get that believe it or not get people to buy. It's the mindset. One cool thing that they do in it is And I'll tell you this quick story is all around one of the behaviors that the buying behaviors, which is conformity, and it's pretty cool to get. So they started off with three people in a room about a lot of chairs, three people in a room, and they're all there to for an interview strangers. And the first three people that are there, they give them instructions that say, when we bring a bill, you stand up when we ring the bell a second time you sit down, and just continue to do that. Okay? So the first three people there, ring a bell, they're standing up, ring a bell, and they're all filling out the application. At the same time. They're doing that a few times, then they bring a fourth person in but don't tell them anything. They ring the bell, three people stand up and the guy standing there's like, what's going on? Really? So you kind of like as soon as that he's not gonna do that ring a bell. They sit down again. And the way they ring up a second time, the three people stand up again. The fourth guy follows Hands up, no one told him to do it. He just did it. They ring a bell, all four sit down there about all four send up. They bring in a fifth person, bring about four people stand up, the person's so deep into the application. They're not even paying attention to their surroundings. So they ring the bell, someone sits down. During the bell, someone stands up, this person's not moving. They come in, they remove that person from this experiment, and they continue on with now bring somebody else in. And at the end of it, they have about 15 people on there where they ring a bell, all 15 people stand up hearing a bell all 15 people sit down, no one was told to stand up or sit down except the first three people. Okay, and here's the kicker. here's the best part where you can tie this into your marketing. And if you can figure out how to do this, they get people to buy. They took those three people that they gave them instructions to stand up when the bell rang, stand sit down and they built it. They remove them from the room. So now the only people left in this room are all strangers that were not told to stand up or sit down, and they would hit the bell. Everybody who stand up, hit the bell and we would sit down, it's available stand up, people just followed even no idea why they were doing it. No, they were never told why to do it. And the people that started it, but the ones that you got going, so that's really important. conformity, okay, the ability for someone to conform to follow, find behaviors, very similar. You follow the you put together marketing strategies, and that way you can get people to buy. If you've gone to some of these live events. You ever noticed when they they put the ability for you to buy in the firm, the back of the room conforming? There's tons of conforming on there, right? They're calling people into the back of room and you start seeing people stand up and go in the back, stand up and go in the back, stand up in the back in like people that are sitting there who are not getting up and they're just like they feel like they're missing out. Right, there's tons of FOMO. And a lot of people just they just follow suit. And it starts to become like a just like a snowball effect. And that's how he's the more and more and more people start signing up. Right? You go to Click Funnels, and he has his two comma club award. There's a reason why he has a two comma club award, not that you guys don't deserve it, or why it's awesome to have. But there's a status to it. And when they call you up on stage at funnel, hacking live and everybody else sees it, then the people in the crowd are like, they want that. Man, I want that. And when they see the people that are going up, they could be sitting next to somebody who they don't know. And he's not some big time executive, sir regular dude. And he's getting called up to do a two comma club award work to come x 10 million. And you're like, wait, that guy's making $10 million. right because there's a status. There's a symbol to why you're getting that and it makes the people in the In the room diehards, they just want to do it. They're seeing social proof. They're witnessing it themselves, it's starting to become believable that they might be able to do it themselves when maybe they couldn't earlier. That's the whole point. Right? So there's a lot of different marketing strategies and a lot of the the psychology around how you're going to be communicating with people to get them to buy in your email sequences, right? impulse, impulse buy right off the bat, and someone who is thinker and ask tons of questions, you're going to send them your FA Q's, someone that may be a question asker they like it question asker but they still need to prove. So you got to go and send them social proof. And then there's a deadline, you have to have a deadline that creates urgency, the ability to have something and at some point in time, you want to create some action, you want to make people take action, some people for whatever reason, just wait, wait for the last minute and you want to try to Create some some scarcity. So just give me some ideas, some thoughts on how this all works. But so here's the discovery survey, what we're going to be doing, this is your outline. And what happens is after this, what are you going to be getting out of this? You're going to be analyzing the data. You're going to be analyzing the data by language, topics, the objections, or challenges, you're going to go through all this data, you're reading this data to understand, like, what's going on here. So you're out language, topics, objections. And what you're doing is you're trying to figure out how to how to your people think, what are what are like, what are the same issues that keep coming up, and you keep and you start listing this out. Now, the whole goal here is to be able to scale this down to where you're going to be able to create your segments. And we'll go through that, as we start analyzing the data. We'll start doing it. I'll show you You had to do it, we'll do it together. And then as we go, if there's anything that looks really cool that I'm able to systemize I'll build it into the platform. But so the whole deal here is you're doing this because you're looking to identify your segments, segmentation, okay? So usually want to have anywhere from like, three to five groups, some rules, you don't want overlap, no overlap in your segments, you want it to be very clear. Like, if somebody can fit in, in two different groups, it creates confusion. And now you just it just will not be as effective. Okay, if you can't find three to five at this point, I mean, you should. You could do in any way you could do by age group. You could do by gender. You could there's a lot of different things you do. That's the beauty of it is once you start identifying the segments and the buyers, and now you start to overlay that with data based off of their age, you can identify who your real buyers are you What age range they're in. And then you might be able to be targeting in a different way than you really are. And give it up to your business, you might, you might think that your, your, your core audience is 34 to 45. Meanwhile, your best customers are 55 to 65. I'm telling you, that's gonna happen, that will happen to somebody here, I can guarantee that will happen. So that's, that's going to be an important thing that you guys are going to go through, right? These are the steps that we're doing. There's, there's a bunch of things when you're doing this no overlap. You don't want to have usually you want to in a perfect world, right? In a perfect world, if you weren't able to do it. In a perfect world, you'd want to be able to have, let's say, four groups that are 25% each, okay? For groups 25% each. If it's five groups, 20% each. That's like the perfect story. It's not gonna happen, but the key is to have some measurement. You don't want any groups to be nervous. 50%, north of 40%, because then you haven't done a good enough job of segmenting them out. And you're not using this the way it's supposed to be used, you're gonna break it up and get deeper and deeper and more personalized. So that's ultimately, right. If you had three groups, you know, ideally 33% each. So that's sort of the goal, right? So once you identify what your segments are, how do you figure out what percentage of people fall in to each of these? Well, you're going to take the number of topics, and you're also going to do it by the people. Okay, so I'll show you that math later, once we get into it. But so what's important on the topic side is that you want to be able to try to group your topics. So that's how you get to your three to five. You might have 20 topics from analyzing all the data from the open ended question. I'm not going to go too deep into this and go crazy. That's why I'm telling you Guys, like, if you really want to outline for how to do this the right way, this is a real thing. This is, there's a lot of work here, a lot of work. It's not, it's not as hard as you think. I promise you, it sounds harder than it is. I promise you that. And as you start doing it, that's why we'll keep doing it. You'll start seeing it, you'll see different people doing it, and then you'll be like, I'm starting to get it. I'm starting to see, start to see the patterns. So now you're figuring out your segments. This is also helping you with figuring out what your questions are going to be in your segmentation funnel, segmentation survey funnel, it's going to help you with your analyzing is going to help you with your headlines. It's going to help you with the content on your outcome page. But so questions is going to help you with your questions for your segmentation Vol. segmentation ServiceNow can help you this data is going to do it for headlines the content outcome, it's going to also give you an idea of What type of ethical bribe you want to offer? Like what do you want to give them to get them to do something? something of value? Something not like a foreigner dollar gift card, but something that only your diehards would give a shit about, sorry for swearing. But the points, only the people that care, right? If I'm giving away like the nine tips on how you would build an email list, then somebody that doesn't care about that isn't going to be engaging with me versus people that are like, "Whoa, Eric knows what he's talking about. I need to build my list and not just the list, I need to build a qualified list to turn those people to buyers. I want that. I want that framework." That's what I'm talking about. So this is it. This is this is the whole discovery process. And you're going to get a ton of data, you're gonna learn a lot about these people. And then from that point on, we go into the segmentation. Now, I haven't spoken about a lot of this stuff yet, but there's tons of different types of surveys. I already explained to you all around like it's Me, Myself, and I... So it's "What type are you? Who are you like?" So the concepts around personalities, personality, quizzes, knowledge, quizzes, trivia quizzes, yes/no. Right? I'm gonna call that polarizing... A polarizing survey or quiz? Not really sure I need you guys opinion on that, actually. If I'm calling it SurveyDetective, can I still use quizzes? I think so. Right? Or should I use survey? I don't really know if it matters, from all the stuff that I'm reading and doing my research on. Seems like when I go and type in hashtag quiz or hashtag survey, there's a lot more hashtag quiz. So I got to do more research on it, but we'll get to that point. So if anybody has any opinion on that, be cool to hear. But so all right, this is all going to happen. It's going to be inside, you're gonna have access to this database. You're gonna have all of it inside your world, and then you're gonna be able to do it however you choose. So I think that that's good. For now. I'm not going to do anymore. Okay, but that's the outline. That's kind of the overall like, what we would go through to create your discovery survey. To get you going. With that said, guys, I hope I hope this was helpful. I hope you guys learned some stuff. It's been a... It's been a fun few days so far. I'm excited. I mean, I love it. I'm really pumped I, I can already tell. And I'm just telling you guys like from momentum, like, I have momentum from this. From just doing this and you guys being a part of this family member group, I'm getting momentum and I'm learning, like, just so much about what I want to do with this membership with this program. And I wouldn't do it unless this started, right. I wouldn't spend the time and I'm gonna learn so much more and so are you guys. So I'm stoked. You guys are awesome. Thanks for being here. If you weren't here, if you have any questions like always ask, but this is it. This is where it's happening. So I hope you guys are happy. I hope you don't have buyer's remorse and you're thrilled to be here. Let's start creating some engagement in the group. And we'll get going. So... I'm out, bye-bye.
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