- Hey, what's going on, everybody? Navid Moazzez here. I'm a lifestyle entrepreneur and creator of Virtual Summit Mastery. We help people just like you exponentially grow your email
list, influence, and revenue. For this session, we are going to talk about how you can use quiz funnels to explode your email list rapidly. I have the number one
expert in the world on this, Ryan Levesque. He's going to deliver
an amazing presentation. He's the CEO of the ASK Method Company. He's the author of the number
one best-selling book, "Ask.", and now also, which I
have here, "Choose.", which is kind of the
first in that trilogy. He's gonna have three books, actually. He's gonna come out with
another one as well, so that's really exciting. I really enjoyed that one. I've been in his Mastermind before, kind of the personal story, how I started. I bought his program
then got into his world, implemented the ASK
Method into my business, got really good success,
multiple six figures from just using segmentation funnels and some of the stuff we
are going to talk about in this session here. So, really excited to have Ryan on and share some of his
brilliance with you guys on here for this session. Ryan, welcome. - Navid, it is awesome to be here, my man. I'm so excited to dive right in. I thought, for this list-building summit, that I would just cover
the absolute number one, most powerful list-building strategy that's been responsible for generating over 4.2 million email
subscribers in my business and that is using the
power of quiz funnels. Without further delay, if we're
all ready to dive right in, let's get started and get into it here. - Let's do it.
- We're gonna be talking about quiz funnels. We're gonna talk about how
to explode your email list using a quiz funnel and I'm gonna show you how we're adding over 12 million email
subscribers per day right now through just one of our quiz funnels. But before we get started, I need to begin by asking a question. Of course, I'm the guy who wrote "Ask." so I need to begin by asking a question. That question is this. What do you think is the
single most important asset in your business? I'll give you a hint. There's a phrase that many
of us are familiar with which is the money is in the? It's your list. Now, if you guessed list, you are correct. But the problem, the challenge is this and it's probably the
reason why you're here today listening to this. Building a list online today
is more difficult than ever. It's more difficult than
it was five years ago. It's certainly more difficult
than it was 10 years ago. The reason why all has to
do with this one phenomenon that we're experiencing
right now, and that's this. We are in the middle of experiencing the greatest consolidation
of traffic in history. Of course, I'm talking
about two traffic networks, Facebook and Google. In fact, take a look at the numbers. If you look at the numbers, you'll find that over 77% of all referral traffic comes from these two networks, meaning 77% of the traffic
that comes to your website is concentrated, starts, it emanates from one of these two networks. 83% of advertising spend online is concentrated on these two networks, on Facebook and Google. So, the question is, in
this type of environment where we're experiencing
the greatest consolidation of traffic in history,
how do you stand out? How do you compete? What I'm gonna show you
here today is a strategy that I've seen work in
market after market, that I've used myself
in market after market to stand out and to compete in the most competitive
traffic environment that we've ever experienced
online in history, and that is building a single lead-generating quiz or assessment. In fact, you're gonna see
that this is a strategy used by the brands with the
biggest lists on the planet. Let's look at a few examples. If you're in the B2B consulting space, let's take a look at a little book by the name of "Strengths Finder." Now, "Strengths Finder" is a
book, if you're not familiar, that is designed to identify what your signature strength is. What most people don't realize
is that this is the front end for a B2B consulting business. The book is built around
a strengths-finder test. I'm curious, if you're
watching this right now, have you ever taken this test? Usually, when I'm
speaking to audiences live and I ask, "Show of hands,
who's taken this test?" two-thirds of the room will
consistently raise their hand. The reason for that is simple. If you were to take a
guess, how big do you think the list size of this business is? How many people do you
think have taken this test? The answer is seven million people. For those of you who are
watching this right now and you're thinking, "Well, I don't have "a B2B consulting business. "What about some other examples?" Let's take a look at if
you sell physical products. This is a company called Proactiv. Proactiv is a skincare company
that sells skincare products to clarify your skin, to eliminate acne. You'll notice here on their
website, they have a quiz that is, What is my skin type? Take this quiz to find out now. If I were to ask you, how
many people do you think have taken this test, have
gone through this quiz? Any guesses? We saw that strengths-finder's
at seven million people. Well, believe it or not, Proactiv
is over 20 million people. For those of you who are not in B2B or don't sell physical products but maybe you sell digital products and maybe you're in a B2C space, you sell to other consumers, let's take a look at this example here. This is the RealAge test. If you're not familiar with this test, this is a quiz or an assessment designed to identify what
your body's real age is. Now, Navid, you're driver's license, your birth certificate might
say that you're one age. But how old is your body? Do you have the body of a 45-year-old, a 35-year-old, a 25-year-old? This test is designed to figure that out and it was popularized
by the television show in the United States, "Dr. Oz." If you were to guess how many
people have taken this test knowing that strengths-finder's, we've had seven million people, Proactiv skin type test,
we've had 20 million people. The number of people who
have taken this test, believe it or not, over 40 million people. I share this because I want
you to pause for just a moment. I want you to imagine. Imagine for a moment having
a list of 40 million people. Think about it. Imagine actually logging
in to your email platform, whether it's ConvertKit,
whether it's MailChimp, Infusionsoft, ActiveCampaign,
Ontraport, Drip, whatever tool you use to
manage your email list, just imagine waking up and
looking at that screen, and whatever number it says now, imagine instead that that
number says 40 million people. What would that be like? I know for most people, that's beyond the realm of possibility so let's just take it down a notch. Let's imagine that your list
is just 1% of that size. Imagine waking up and having
a list of 400,000 people. I mean, heck, maybe that's too far beyond the realm of believability. Imagine 0.1%. Imagine growing your list
by over 40,000 people. My question is this. What would that mean for
you and your business? How would your life change,
how would your business change, being able to have access
to a list like that that you can sell different offers to over and over and over again? Well, the challenge behind
getting those result is that quizzes can be a
little bit tricky to get right. And so, what I'd like to do is cover a few key important
things in this presentation. We're gonna cover three real-life examples of my most successful
viral quizzes in the wild that have collectively generated over 4.2 million email subscribers and I'm gonna show you how to decide which one you should
model for your business. I'm gonna show you the five
biggest viral quiz mistakes, the biggest mistakes I see people make when creating their quiz and the things that you
absolutely must avoid doing. I'm also gonna give you a case study, brand-new case study, never before revealed
publicly in this venue that we just launched which is getting over 1,200
email subscribers per day at a cost per lead of less than 45 cents. Plus, I'm gonna show
you how to get started and what your first step should be right here, right now, today. But before we dive in, I wanna start by giving you some proof! To show you that this actually works. As Navid mentioned, I am the CEO of a company called
the ASK Method Company. It's a company that landed
on the Inc. 500 list of the fastest-growing
companies in America. We debuted at #462, generate over $10 million
a year in revenue, and we have a email list
in just this one business of over 250,000 active email subscribers who are subscribed to our
daily email newsletter, receiving business and marketing tips. This business was built on the back of my first book "Ask." which became a number
one national best-seller. Inc. Magazine rated it the number one book of the year in 2015. Entrepreneur magazine rated it the number two book of the
year in 2015 when it launched. And, as Navid mentioned, we've
just launched a second book called "Choose." which
is the prequel to "Ask." "Ask." is the book to figure out exactly what people
wanna buy in any market. "Choose." is how to choose the right market in the first place. This book is available at
booksellers around the country. It's one of the case studies
that I'm gonna be showing you a little bit later on. "Choose." was recently selected by the New York Public Library. You can see here my stupid face (chuckling) standing in front of the steps of the world-famous New
York Public Library. They selected "Choose."
as their Book of the Month when the book debuted. In both of these books,
both "Choose." and "Ask.", I share how we've entered
market after market successfully using the power of quiz funnels. Now, if we look at the numbers, a few numbers to think about. What I'm about to show you is something that I've personally used
in 23 different markets. And when I say different markets, I mean all sorts of crazy,
obscure, weird, niche markets like orchid care, memory improvement, satellite TV, high-end
water filtration systems, exotic fish oil supplements
and much, much more. I've already mentioned,
collectively, these quiz funnels have generated over 4.2
million email subscribers. You can see a few examples of
some of the businesses here. One business where we have a list of about over 104,000 people. One business here, we have a
list of over 260,000 people. Another business here, we have
a list of over 30,000 people. Another business here, we have a list of over 116,000 active email subscribers. Now, if you're wondering,
"Have these email subscribers generated any revenue?" well, over the last 10 years, I've generated over $130 million in gross revenue in my business. What I thought I'd do now
is show you a few examples of what we're about to get into and I'm gonna be reverse-engineering
why these examples work and how you can use these same
strategies in your business. A few examples. First example is a B2C company
called Revolution Golf. Revolution Golf is a
company that was started by three guys in 2009. They started by selling a
single product, a golf DVD. They reached out to me asking for help to build a lead-generating quiz and you can see an example of what that quiz looks like right here. The concept behind this
quiz is a swing-killer quiz. Basically, you can see
here on the left-hand size, you've got a landing
page with a video on it and the premise behind this
landing page is simple. It's: Hi, my name is Jim McLean,
I'm a pro golf instructor and what I've discovered
over the last 30 years is that every golfer, from the rank beginner
to the seasoned tour pro, suffers from one of 10 big
mistakes in their swing. We call these swing-killers. If you tell me a little
bit about the tendencies, what happens when you hit the ball, the challenges that you run into, and answer a few simple questions, I can uncover what your
number one swing-killer is in under 60 seconds for free. Simply click the button below, answer a few simple questions, and I'll see you on the other side. That's the hook, that's
the premise behind it. You can see here, by answering
a few simple questions, providing your name and email address, you're then directed
to a video sales letter that not only reveals what
your number one swing-killer is but also prescribes the
right product to buy, in this case, their golf
instructional training program, to solve that swing-killer. Using the strategy I just
outlined there, we built a list of over 1.5 million email
subscribers in this business, and last year, Revolution
Golf was acquired by NBC for over $100 million. I'll give you another example. That's B2C, business-to-consumer. Let's look at a B2B example,
business-to-business. Similar story. A company called Swift
Financial was founded by a guy who quit his job at MBNA
credit card company in 2006. He wanted to start a company
providing business funding to small businesses and
reached out to me for help building a lead-generating assessment. We built something that we
ended up calling LoanBuilder. Using this LoanBuilder
quiz, we built a list of over 20,000 customers, and last year, Swift Financial
was acquired by PayPal for over $250 million. These are both exits that I was able to have a participation in and have a financial windfall as a result. Now, you might be wondering, "Okay, this is great for big companies, "but what about regular
people like you and me?" In my new book, "Choose.", there are a number of
stories that I share, including the story of Will Hamilton. Will Hamilton is a guy who
started a little company called FuzzyYellowBalls.com. You might see that URL and laugh. FuzzyYellowBalls, what's that all about? FuzzyYellowBalls is a tennis website. He started this business in college in his parents' basement. You could see here an example
of one of his quizzes. This is a doubles quiz. You can see Facebook ad,
first question of that quiz. Using that quiz, Will in his business generates over $63,000 a month in income, over 11,000 email subscribers per month, 100% Facebook cold traffic, and, as a result, he's been now featured on the Tennis Channel and in Forbes, as you can see right here. I'll give you another example. This is Michael Hyatt, New
York Times best-selling author. Michael and his team approached me for help to build their email list. They built an assessment
called the Platform Assessment. This is an assessment that helps identify what level your platform is at in terms of building your audience and, based on that information, recommending what next
steps you should take. He leads people into a webinar where he sells a
multi-hundred-dollar product via webinar on the back of this quiz. You can see here a
Facebook ad, number one, to landing page, number two, series of questions, number three, and a webinar, page four. Michael's results generated
over $203,000 in revenue, 12,000 leads, 61% opt-in rate, 100% cold Facebook traffic. I've got one more for you
before we get into how every single one of these
examples is doing it and this is Charlie Wallace. Charlie's a guy who is
a traveling musician. He's a guitarist. He came to me wanting to
translate his expertise in guitar into building a business
where he teaches guitar online to people around the world. And so, we worked together
to develop a guitar quiz called Progress Killers. You can see here, welcome page,
landing page with a video. Click the button below,
answer a few simple questions, provide your email address,
and Charlie recommends the best next steps for someone to take based on where they are in
their guitar-playing journey. Check out the results. Before Charlie reached out to me, he was making $12,000 a
month in his business. Today, using his quiz,
he's grown his business to over $2.2 million per year. Once again, 100% cold traffic. As a result of all this, last year, Charlie was named one of
the top 10 entrepreneurs under the age of 30 by
Entrepreneur magazine. So, the question is this. Why and how are all of these
entrepreneurs, big and small, just getting started all
the way to big companies, how are they doing it? The common ground is this. A single viral quiz funnel designed to put people into buckets. And the reason why more
people don't get results like the ones that I just shared with you right there and then comes down to five big mistakes. What I'd like to now is
I wanna walk you through what these five big mistakes are so you know what they are and you can avoid making these mistakes and do the opposite instead. It all begins with mistake number one, what we call the wrong process. See, when it comes to building a quiz, you need to create and follow a blueprint, just like when you are building a house. If you build a house, what do you do? You start with a blueprint and then you follow that blueprint to build the actual house. If you just jump right
in to building the house without the right blueprint, what ends up happening is you
run into a situation like this where you create something
that has no point, that is a little bit off
like this house you see here with the staircase in the
very corner of the home that leads to nothing. So, whenever I'm designing or
building one of these quizzes, it begins with a very
specific set of steps. It starts by looking like this. I'm a big believer in getting out from behind your computer screen, getting out your whiteboard,
getting out your flip chart, and begin by sketching out your quiz. There's a very specific order
in which you wanna do this. It's what I call the quiz creation flow. When your customer is
going through your quiz, there are a very specific set of steps that they go through in
a very specific order. It begins with what we
call the welcome step. If you remember the landing
pages, the welcome pages that I showed you in those examples, that step is designed to attract. You're attracting people. You're getting people excited
about taking your quiz. You then move to the
next step in the process which is your questions. Your questions are designed to diagnose a person's situation. And that's followed by the final
step which is your outcome. Your outcome is where you
prescribe the best next step and the prescription is going
to be to buy your product, to attend your webinar, to sign up for one of your free resources, whatever it may be. This is the process in a nutshell: attract, diagnose, and prescribe. The welcome page where you're attracting is all about one thing and one thing only and that is your hook, the hook behind the quiz itself. If there's one thing to
take away from this slide it's that it's all about the hook. The hook is what attracts
people to take your quiz. Is it guitar progress-killers? Is it the golf swing-killers? Is it what's your skincare type? What is the hook that gets people excited about taking the quiz in the first place? Then your questions represent the bridge between your hook and the final
piece, which is your offer. We are building a quiz that's not only gonna
build your email list but it's gonna get people
to buy your product immediately thereafter so that you can pay for that
traffic that builds your list. If you spend $50 a day
building your email list and you can get somebody
to buy a $50 product on the back of your quiz, you've just built your email
list on that day for free. When you scale that up
and add a zero to that, spend $500 building your email list and get 10 people to buy a
$50 product, as an example, you've spent $500, you've made $500, you've built your email list for free. An example of what this
looks like is as follows. This is Michael Hyatt's
Platform University assessment. This is the hook. What stage of growth is
your platform at right now? Take this assessment to find out what your next step should be. Followed by a series of questions to uncover where someone's at. Culminating in an offer to
attend Michael's webinar, in which case he's gonna
be selling a product, a multi-hundred-dollar product
to help grow your platform. Now, this is the order in which your customer
experiences the quiz but it's not necessarily the order in which you build your quiz. There is a specific order
for building your quiz and that order is counterintuitive. If we look back at this
example right here, you actually don't wanna
start at the beginning. Instead, you actually wanna
start with, any guesses? You start with the offer. You see, you gotta begin with the offer. Otherwise, you run the
risk of creating a quiz, a road that leads to nowhere, a staircase that opens up to nothing. You wanna begin by
starting with your offer to know what's the destination
you want people to land on. And then from there,
come up with your hook that's gonna attract
the right type of person taking your quiz, followed by your bridge, the questions that are gonna take people from being excited about your quiz where you can diagnose and
prescribe your product. And that takes us to mistake number two which is the wrong hook. As I mentioned a moment ago, when it comes to building
a lead-generating quiz, it is all about the hook. There's a universal
trigger that you can use when it comes to building a quiz that can work in any market in the world, and that's this. It's the psychological trigger of the promise of self-discovery. You see, it doesn't matter
what you sell in your market. It doesn't matter if you sell skin cream, if you sell guitar lessons, if you sell online tennis
or golf instruction, if you help people grow their business, it does not matter what you sell. The thing that people care more about than anything else in your
market is me, myself, and I. It's themselves. When you can offer someone the promise to learn something more about themselves, the promise of self-discovery, it's incredibly compelling,
it's incredibly powerful. And so, using this as the
backdrop for our hook, for your quiz, let's talk
about how you come up with an incredibly powerful hook, tapping into the power of self-discovery. There are two parts. We go back to our quiz
creation flow diagram. When it comes to building a quiz and it comes to coming up with your hook, there are two components. The first is what we call your quiz topic. Your quiz topic is gonna be unique to you. There are literally an
unlimited number of quiz topics. You can see here, this is
a brainstorming session my team and I had around
one of the quizzes that we're developing. You can see everything from what's your business readiness score, what's your niche score,
what's your entrepreneur type, what's your niche killer,
what market is right for you. All of these are examples of quiz topics. There's an unlimited
number of possibilities that you have access to. But when it comes to the second part, your quiz framework, there are only three. What I wanna talk about now is how you combine your quiz topic with one of these three quiz frameworks to come up with a hook for
your quiz in your market. Three quiz frameworks. Let's talk about each of them one by one. The first quiz framework looks like this. There's a website that many people and you are probably familiar
with called BuzzFeed.com. Now, BuzzFeed.com knows a thing or two about generating traffic. They generate anywhere
from 200 to 300 million unique visitors every single
month to their website. That's the equivalent of
everybody in the United States or every adult in the United States visiting this website every single month, so they know a thing or two
about generating traffic. Recently, they put out an infographic where they revealed the three-word phrases that resulted in the most Facebook shares. They analyzed all of their headlines on all of their social posts and looked at what were
the three-word phrases that generated the most traffic. This is the infographic here. When you look at this, what do you notice? What stands out? If you look at the names
on the left-hand side and the numbers on the right-hand side, what is it that stands out to you? You might notice that the word you comes up quite frequently, as
I take a sip of water here. (water sloshes softly) You might also draw your attention
to the very top blue bar. You can see this one right here. And the three-word
phrase associated with it is "character are you." Any guesses on what that refers to? If you're familiar with those
character-are-you quizzes, like what Lord of the
Rings character are you, what Star Wars character are you, what Disney character are you or what Disney character is your dog, that's what that's referring to. You'll notice it's the most
successful strategy for BuzzFeed but what's more interesting
than the blue line is the gray line. You see, the gray line
represents the range, the range between the
best-performing version of that strategy and the
worst-performing version. When you look at that gray line and you compare it to the
next best-performing strategy, "[X] things only" which, by the way, is like seven things only
marketers would understand or seven things only people
from Texas would understand, what do you notice about the difference between this gray line and that gray line? If you look at this one right
here, it's incredibly narrow. "[X] things only" is incredibly wide which means sometimes "[X]
things only" was a winner but sometimes it was a total loser. But when you look at "character are you," the range is narrow, which
tells us for BuzzFeed, this strategy works every single time. And I don't know about you but I like stuff that
works every single time. If we take a look at BuzzFeed, you'll notice that this quiz strategy is one of their go-to approaches and it leads us to the
first quiz framework, what we call a type quiz. This is where we're
tapping into the same power of those BuzzFeed
what-character-are-you quizzes but we're doing it in a marketing context with a goal of building your email list and generating a list of
customers who buy your products. Here are a few examples of type quizzes. We have MBTI, Myers-Briggs. We have Kolbe as an example. We have Sally Hogshead's
How to Fascinate quiz. We have Roger Hamilton's
Wealth Dynamics quiz. We have the ancient enneagram
quiz and much, much more. When I'm speaking in
front of live audiences, I always ask, "Of the
examples I shared right here, "raise your hand if you've
taken at least one of these. "Raise your hand if you've
taken at least two of these. "And raise your hand if
you've taken three or more." And whenever I ask this question, over 90% of the room has
taken at least one of these and that underscores the
power of this first framework, the type quiz. We can look at a marketing example. Earlier, I shared the
Proactiv skin type example. You can see here, Proactiv
sells skincare products. They have a quiz designed
to build their list of leads and customers. What type of skin do you have? Take this quiz to find out. It starts with a welcome page, attract. Questions, diagnose. And the offer, prescribe. See how this follows that format? Hook, bridge, offer. Let's take a look at another example. This is the supplement company, RealDose, which sells a weight-loss
supplement designed to lose weight and help you balance your
weight-loss hormones. You can see here the premise of the quiz is when it comes to losing weight, there's no one-size-fits-all answer. Have you ever taken time to discover what your weight-loss type is? There are four of them, by the way. There's type A, type
I, type G, and type C. Take this assessment to find out what your weight-loss type
is in under 60 seconds. We have the welcome page, attract. Diagnose. Prescribe. We have that same framework. Hook, bridge, offer. That leads us to the second quiz framework which is this right here. Whenever I speak in front of audiences, and I've once or twice
received an audible gasp, thinking that I was showing
a photograph of a dead cat. This is not a dead cat,
this is a sleeping cat. The reason why I have this photo is here, I want you to
close your eyes for a moment and play along with me. This will be fun. I want you to imagine that you are, wherever you're at right
now, you are in bed and it is the middle of the night, your head's on the pillow
and you are fast asleep. Your eyes are closed, it's
the middle of the night, and you are fast asleep. I want you to imagine for a moment that in the middle of the night, you are woken up with a... (knocking forcefully) knock on the door. So, you bolt up, you
throw your bathrobe on, you run to the door, you open the door, you look through the peephole. It's your neighbor and your
neighbor's breathing heavily and your neighbor is there saying, (pants) "I'm so sorry for waking you up "but I had to let you know "there's this sale going on downtown "and they're giving away a
free set of tires for your car. "All you need to do is just
drive downtown right now "and you can get them for free." What's your reaction gonna
be in that type of situation? Well, if you're like most people, you're not gonna be that happy. And if you're here in Texas, you might be gettin' your gun, right? I want you to imagine now, same scenario but a different outcome. You're in bed fast asleep. Head's on the pillow, middle of the night. You're woken up by a
same knock on the door. (knocking forcefully) You throw your bathrobe on. You run to the door, look
through the peephole. It's your neighbor. You open the door and your
neighbor's breathing heavily. (panting) "I'm so sorry to wake you up "but I had to let you
know there are these guys "in your driveway and they're
jacking the tires off your car "and I thought you'd wanna know!" What's your reaction this time? If you're like most
people, you're grateful, and if you're here in Texas, you're also gettin' your gun, right? But take a moment to take inventory of the emotional state you're in in both of those situations. In one, you're incredibly upset for your neighbor waking you
up in the middle of the night. In the second, you're incredibly grateful. Let's stop and think
about the economic value of both of those situations. The reality is the
economic value is the same. We're talking about a set of tires. And if you really wanna
be persnickety about it, the value of the new
tires is actually more than the old tires on your car right now. And yet, in that circumstance,
in that situation, in that storyline,
you're incredibly upset. It underscores an incredibly
powerful psychological force that leads us to framework
number two and that's this. Fear of loss as a marketing tool is incredibly powerful
and so much more powerful than the promise of gain. Fear of loss is more powerful
than the promise of gain. You can see an example of this. This is one of the
all-time control headlines in direct-response advertising. "Do You Make These Mistakes in English?" This ad ran for over 70
years virtually unchanged. "Do You Make These Mistakes in English?" It's for a correspondence
course to improve your English. What you'll notice is that the headline is not "How to Speak More Eloquently." If you are a parent or you know a parent, I want you to imagine for a moment hearing one of two headlines. Headline number one. "How to Raise a Well-Adjusted Child "That Becomes a Contributing
Member of Society." Versus option number two. "The Five Biggest Mistakes Parents Make "That Screw Their Kids Up for Life." Which of those is more compelling? If you're like most people,
it's the fear of loss. It's the mistakes angle. And that leads us to framework number two which is a killer quiz. A killer quiz is designed to uncover the single biggest mistake or problem that someone is experiencing
or mistake they're making in a particular area of their life. The golf swing-killers is
a perfect example of this. Once again: Hi, my name is Jim McLean and I've been helping
golfers for the last 30 years and what I've realized
is that every golfer, from the rank beginner
to the seasoned tour pro, makes one of 10 big mistakes
in their golf swing. We call these mistakes swing-killers. I can uncover what your
single biggest mistake is in under 60 seconds by asking
you a few simple questions. All you need to do is
click the button below, answer those questions, and
I'll see you on the other side. Attract, diagnose, lead capture, and prescribe. Another example. What's your number one progress-killer? Attract, diagnose, lead
capture, and prescribe. That takes us to the third
quiz framework and that's this. If you're old enough and
you're watching this right now, then this right here is something that may bring back some memories for you. For me, I know that this brings
back some serious memories. This, of course, is a report card. When I grew up, I went to Catholic school for the first few years of my life and as the custom was in Catholic school, whenever your report card came out, I had to have a sit-down
with Sister Loretta. Sister Loretta would sit down with you and give you your grades. This is not my report card. I pulled this from an image online. Sit down with you and give you your grades and, being in Catholic school, we prayed before that experience and I prayed before going home to make sure I wasn't gonna
get in trouble with my parents. I bring that up because for
many people, for many people, this experience of being measured against our grades in school has left an indelible
imprint in us as adults. I can demonstrate this to you right now. Let me ask you a question. If you're watching this right
now, you can do this at home, if you are an A student, if you
were an A student in school, if you got straight As, if you
were an A student in school, go ahead and give me a shout. Give me a shout if you were an A student. Conversely, if you were a
C student, give me a shout. The reason why I ask that is whenever I do this in
front of live audiences, the A students kind of
sheepishly raise their hand and almost are embarrassed about the fact that they were straight-A students. And the C students say, "Hell, yeah! "Screw you, I was a C student. "What's it to it?" I say that because we
have identities as adults that we've carried our entire lives that stem back from our childhood. If you're an A student,
a B student, a C student, for many people, that's an identity that we carry with us into adulthood. It's an incredibly powerful
psychological trigger to compare ourselves
against how good are we relative to our peers and
relative to ourselves. It leads us to the third quiz framework which is a score quiz. A score quiz is where you ask
people a series of questions to identify the gap between
either where they should be, right, you've gotten a C but
you should've gotten an A and here's the gap, or where they are relative to their peers. Perfect example of this
is the RealAge test that I shared with you. Your birth certificate might
say that you're 45 years old but do you really have
the body of a 45-year-old? Maybe you've got the
body of a 55-year-old. Or maybe a 35-year-old. Take this assessment to find out how old your body really is. Another example, digital readiness score. Take this assessment to find out your digital readiness score. This is for a marketing agency
called Powered by Search and you can see how it
follows our framework. Attract, diagnose, prescribe. Another example, authority score. How does your authority score stack up against your competition? Take this assessment to find out now. Diagnose and prescribe. So, the question is, how do you decide which of these three
quiz frameworks to use? Type, killer, or score? The answer is you've got a test. Now, I know that's a bit of a cop-out so I'm gonna actually
show you how you test, how you make this decision. You do it like this. You do a four-way Facebook
headline split test or a four-way email
subject line split test. What you're looking for is
before you create your quiz, which headline or which subject
line gets the most clicks. Whichever ad gets the most clicks, whichever email gets the most opens, that is the quiz to build. So, before you build
anything, you test it. That is the way you decide. And it takes us to mistake number three which is asking the wrong questions. You see, the questions
that you ask in your quiz must create demand for the
thing you want to sell. These are not just questions for the sake of asking questions. You wanna create demand for the product you're gonna
be selling for your offer. If we look at our quiz creation flow, this is where the bridge comes in. I advocate, when you're
coming up with your questions, to begin not by obsessing
over the individual wording of each question but to start by brainstorming your question structure. Begin by sketching it out like this. What questions do you need to ask in order to diagnose a person's situation? Once you've sketched it out on paper, put it down in writing like this. Map these questions to your outcomes and then and only then
do you actually begin building it in the tech that you've chosen to build your quiz. Let me give you a few pointers when it comes to coming
up with your questions. Number one, you wanna use the
power of micro-commitments. What I mean by that is ask
one question per screen. You don't wanna ask all
your questions all at once. You wanna guide people
down this breadcrumb trail. Think about them like stepping
stones to crossing a river. And you always wanna start with a grease-the-wheels question. This is a simple, binary-choice question that's easy to answer
to grease the wheels, to build action-taking momentum. Examples would be things like: Are you starting an
existing business or a, are you growing an existing business or starting a new business? In the tennis market, it might be: Are you a left-handed player
or a right-handed player? In a relationship market, it might be: Are you single or are
you in a relationship? These are the type of questions
that are easy to answer, binary-choice, A or B, and
they get people started. Conversely, you always wanna end with a lead-capture question. You always wanna end, the final question, is where you ask for a
person's email address, for their contact information. You never do this at the beginning. Why? Because we're using the
power of micro-commitments and asking a person for
their name and email address is the single most threatening
piece of information you're asking for. You start with simple,
multiple-choice questions and build up to that lead-capture step. Now, as far as the optimal
number of questions that you wanna ask in a quiz like this, the sweet spot is generally
between seven and 12 questions. Enough questions that people feel seen, heard, and understood, and that your diagnosis is believable, but not too many questions
that people lose interest and drop off along the way. Seven to 12 is the sweet spot. That takes us to mistake number four which is the wrong offer. With the quizzes that
we're building right here, I wanna say this and I
wanna say it emphatically. The name of the game is to
sell something to people immediately after they take your quiz. This is not a quiz for the
sake of building a quiz. This is not a time-wasting quiz. This is a quiz to build a
list of email subscribers and, more importantly, a list of buyers who purchase from you. And in order to do that,
you need the right offer and the right offer consists of two parts. Just like our hook, our offer
is comprised of two parts and these two parts are Band-Aid and cure. Let's talk about the difference between Band-Aid versus cure. I want you to imagine for
a moment that you are, you have a young person in your life, it could be a child, a
grandchild, a niece, a nephew, maybe a young child
that you're babysitting, and the child's outside riding their bike and they're going around in circles and going around in circles
and going around in circles and then all of a sudden,
they fall off the bike, they skin their knee, their
knee is all scraped up, they run inside, and they say,
"Mommy, I need a Band-Aid." Many of us probably did
this when we were kids. Now, the young kiddo
thinks that the Band-Aid is gonna make them feel better. But you, as the adult, know that they're gonna need some ointment. They're gonna need maybe
some pain reliever. They're gonna need maybe a
little bit of hydrogen peroxide to clean out the wound. But if you were to rush and try
to force that upon the child before giving them the Band-Aid, they're not gonna listen to you. You've gotta meet that
child where they're at. You gotta put the Band-Aid
on the knee and say, "Here's the Band-Aid, honey. "Is it feeling a little bit better? "All right, now, what you really need "is we gotta take a little medicine," or, "we gotta put a little NEOSPORIN," or, "we gotta use a little
bit of hydrogen peroxide "to clean out the booboo." You see, the reason why
I share that with you is because your market
is not that different from that young child. You see, people don't know
that they need your cure. They think they need the Band-Aid. And when you transition from
Band-Aid to cure in your offer, you are breaking down an old belief and building up a new one. So, Band-Aid/cure looks like this. Band-Aid is where you
give people an answer to the thing they think
they need solving right now. Cure is where you pivot to the offer that you know they need. Your quiz delivers the
Band-Aid solution for free but your paid offer delivers the cure. For example, in our golf quiz: Hi, I'm Jim McLean. I've been working with
golfers for the last 30 years and what I've found is
that every golfer suffers from one of 10 swing-killers. Take this assessment to find out what your number one swing-killer
is in under 60 seconds and I'll see you on the other side. Person answers questions, provides their name and email address. He gets to a video on the other side. Hi, it's Jim again. Based on everything that you've told me, your number one swing-killer is what we call the chicken wing. Let me explain what that means and how it can create a problem. The chicken wing is when
you do this with your arms and it can lead to this
problem and this can happen and this, that, and the other thing. That's Band-Aid. But the reality is if you
wanna improve your golf swing, if you wanna hit with more distance, with more accuracy and more consistency, there's one thing and one
thing only you need to fix and that is your impact angles. The angle at which the club face makes contact with the ball. What I'd like to do now is talk about how you change that impact angle. You see, what we've done
here in the golf market is people aren't walking
around thinking about, talking about impact angles. It's the cure. But they are thinking
about, talking about, walking around mistakes
they're making in their swing. You see, you need to meet
people where they're at, the conversation happening in their mind. You can't go and push
your cure on to people. Your quiz is not about your cure. Your quiz is about the Band-Aid
that they think they need. That takes us to mistake number five which is using the wrong tool. When I was googling one day,
I came across this image and it made me laugh. Bless this woman's heart,
using a drill and a hammer to try to create this hole. I don't know what she's
thinking, how she's doing it, but this is a classic example of wrong tool for the wrong job. When it comes to building quiz funnels, I see and had seen people making mistakes that kept coming up over and over again. I saw people attempting to build quizzes using survey software. Our favorite survey software, which is great for data and analytics and getting market research
data, but very ugly output. And then I saw other
people using form creators which, conversely, have beautiful output but are not designed for conversion. They look beautiful but
they're not designed to convert clicks into customers. That's one thing for certain. And I've seen people use FunnelBuilders, the favorite funnel-building tool that you might use in your business, which are great for conversion but they're designed for building a one-size-fits-all funnel. They're not designed for
building multi-step quiz funnels designed to diagnose and prescribe and put people into different buckets. I've also seen people try to
use those viral quiz creators which are great for viral quiz traffic but they generate clicks
and not customers. Because I'd been seeing this
for years and years and years, as I started teaching more
people how to build quiz funnels like I've used in literally
dozens of markets, you can see here every single one of the examples that I've
shown you in this presentation, the one thing they all have in common is they all use the same exact tool. That tool is called bucket.io, quizzes built to convert. When I saw this tool for the first time, I was so blown away that I reached out to
the creators of the tool and I made an offer to
buy the entire company. I made a multi-million-dollar investment in this technology because
I believed in it so much. Whether you use bucket, like all the examples that I've shown you in this presentation,
or your favorite tool, I wanna show you what you
need to be looking for when you choose the right
technology to build your quiz. The first thing that you need is what's called branching logic, the ability to guide
people down different paths based on the answers to
previous questions in the quiz. You also need to be able to do what's called pixel segmentation. When someone answers a
question in your quiz, you wanna be able to connect
that with your Facebook account so you can serve up ads to
that specific type of person. So, if someone says, when
it comes to playing tennis, are you a man or a woman, are you left-handed or right-handed, do you play doubles or singles, you can take any combination
of those data points and build a custom audience on Facebook with that information. You also want the ability
to do scored quizzes so you can weight people's answers. Do I prescribe them
product A or product B? Well, maybe you wanna
change the scoring around for how you do that. You wanna be able to
customize your outcome page so you can have custom headlines
based on a person's bucket. You also wanna make sure
you've got detailed analytics so you can see where
people are dropping off every step along the way in your funnel. They might be answering question one but maybe they're dropping
off on question two. And how is it breaking down? When it comes to question one,
are people saying A, B, or C? And let's target more people like people who answer
question one by saying A. And, of course, the ability
to track your growth so you can see the
growth of your email list as you go from your first 1,000 to 2,000 to 5,000 to 10,000 to 25,000 to 50,000 to 100,000 email subscribers and beyond. Now, the question you
might be asking is this. What happens when you
have the right process, the right hook, the right
questions, the right offer, and combine that with
the right technology? I wanna share with you a case study that's working right
here, right now, today. Earlier in this presentation, I mentioned that we've recently
launched our brand-new book called "Choose.", the prequel to "Ask." Now, the challenge with
launching any book like that is if you've noticed,
there are a lot of people who are trying to sell their book. It's a super competitive environment. You can see books in every market. I just grabbed some
screenshots of a few book ads on Facebook alone. So, the question once again
is how do you compete, how do you stand out? The answer, of course, is a quiz funnel. What I'd like to do now is take you through our quiz funnel for our book and to show you the actual results that we are getting from
this specific quiz funnel. You can see here, here are
the assets of our quiz funnel. We start with a Facebook ad that takes people to a
landing page, attract, then we ask a series of questions to diagnose what their situation is, followed by an outcome page
where we make our offer. The premise of this quiz right here is: Take this quiz to find out what type of business you should start. You can see here, I have
a graphic that underscores the different types of businesses. We have 16 different possibilities, 16 different outcomes based on answers to questions like: What's
your personality type? Are you more introverted
or more extroverted? What are your income
goals for your business? Are you looking to build an
empire or a lifestyle business? What's your experience level? How would you like to spend your days? Do you wanna spend your days doing this or spend your days doing that? Based on the answers to this question, you can see here what type
of business should you start? You should start what's
called MBPF as one of the 16. To find out what MBPF means,
enter your email address, click the button, and I'll
see you on the other side with your results. You can see here our landing page. It's a very simple page. Click the button to start the quiz. Followed by a series of questions. Is the business you're
thinking about starting a brand-new business or an extension? If you had to pick one,
which of the following best describes you? Would you rather champion
a cause, transform a hobby, pursue an opportunity,
or are you undecided? Right now, if you had to pick just one, what's driving you more
than anything else? Is it freedom, impact,
legacy, or all the above? Which of the following best describes you? Do you love talking on the
phone, writing all day, spending time on Facebook
connecting with friends, or maybe starting a party? Based on the answers to
these and other questions that I didn't include
in this presentation, your results are MBPF. To find out what that means,
enter your email address and I'll see you on the other side. That is followed by a
video, a value-add video, where I'm giving people their Band-Aid. Here's the type of
business you should start. But, in our case, the cure is this. Asking what type of
business you should start is the wrong question. Instead of asking what, you should actually be focused on who. Who should you serve? Who is your market and who
is your ideal customer? That is what this book is all about. And because you've taken time to tell me a little bit about yourself, I wanna give you access to
a copy of the book for free. All you need to do is pay a few dollars shipping and handling,
click the button below, and I'll ship your copy of the
book anywhere in the world. That's the premise, that's the funnel. Let's take a look at the results. The results, as you can see here, and this needs to be updated. You can see here in our
first few weeks alone, we have different versions of this quiz that we are split-testing. We've generated, as you can see, over 18,697 opt-ins in just the last 17 days alone. You can see here our
opt-in rate for this funnel ranges from 65% to over 75%, on average, a 71% opt-in rate. You can see here all the
insights that we have. We know how our market breaks down. That's one of the added values
of doing a quiz like this. Not only are you building your list, but instead of just knowing that a person's email
address is
[email protected], you have all these data
points about this person. So, when you're running email campaigns, email sequences, and promotions, you can target each of
these segments on your list. Maybe you wanna only send
a promotion to the men who are between the ages
of 50 and 65 on your list. Maybe it's an offer around retirement. Maybe you wanna send an
email just to the women who are going through
menopause on your list and not to younger women or men. The possibilities become
endless when you're acquiring all these data points about your market which allows you to better
sell and better serve. You can see here an example
of one of our Facebook ads. You can see the results. You can see in the last day or so, we've done over 1,600 leads, 1,600 email subscribers, at a cost per lead of 43 cents per lead. And you can see here, we have, on just this one campaign alone, over 50 purchases of our book at a cost per purchase of just $14. And when you account for how
much we sell the book for as well as our one-click upsell sequence, this funnel is already profitable. If you do the math, 1,200
leads, 365 days per year, that's over 440,000 new email subscribers that
I am adding to my list on just one quiz, just one. As far as customers, we've pre-sold over 25,000 copies of our book "Choose." on
the back of this quiz. So, the secret is simple. The secret to getting these
results is as follows. Combine a viral hook with a viral offer and that gives you a viral quiz. And that's it. The question you might be asking is, "Well, how do you get started? "What are the steps?" Let me walk you through how to get started using the information
that you just learned from this training. Again, it's all about the hook. What I recommend is that you
start by going to step one, go to ChooseTheQuiz.com/navid to study a winning quiz. Don't try to make this up on your own. At least go through a quiz that's working so you can study success,
study the nuances, study the new split tests that we've run, study the questions and the
way in which they're asked. Go through the quiz multiple times. You can do that by going
to ChooseTheQuiz.com/navid. Or you can go to ChooseTheBook.com/navid to see how we sell the
book outside of the quiz. From there, brainstorm five
ideas for each framework. Brainstorm your top five
ideas for your type, killer, and score variations of your quiz. And then from there, step
three, test the hooks with your Facebook ads
and email subject lines. If you're wondering, "How
do you test the hooks "without first building your quiz?" all you need to do is just send people to a simple, one-question
survey that says: Hey, we're on the final
stages of building our quiz but before we do so, we
wanna make sure we cover your specific situation
when it comes to X, whatever the topic of your quiz is, when it comes to regrowing your hair, when it comes to starting your business, when it comes to
improving your golf swing, what's your single, biggest question? I'll make sure to address it in the quiz. So, you test the hooks with
Facebook ads and subject lines to a simple, one-question survey which looks like this or this. The tool that I recommend
to do all of this with is right here. Sign up for bucket.io
and go to bucket.io/navid to get a 30-day, $1
trial to build your quiz. The same tool that you've
seen used over and over again for every single one of the
examples that I just showed you, go to that link to get
a free trial, $1 trial, to try out the tool. It goes to a link, bucket.io/navid. And then once you've done that,
step five, build your quiz. It's really as simple as that. If I can leave you with
one final takeaway, it's that it's all about the hook. Study a winning example of the quiz, test the framework before you build, and go out there and build it. With that being said, I
wanna say thank you so much for the opportunity to
share this with you. I look forward to seeing your
quizzes out there in the wild and I hope to see you
build your email list and explode the growth of
your business this year on the back of a single viral quiz funnel. - Awesome, Ryan. This has been amazing. This is actually one of
my favorite presentation. I sat here and took some notes as well. I just wanted to share that. Because I have always implemented the ASK Method in my business but more like with kind of these simple, one-question survey segmentations. I know you talk about that a lot in your ASK Method workshop
and stuff like that as well. What I love about the ASK Method, actually, you can start simple. Obviously, a quiz, there's
more involved into that but you can kinda ease into
it and still see success and then implement, obviously, a lot more. Adding on to this, obviously, a quiz funnel has a lot more
potential with cold traffic, as you mentioned, and stuff like that, as you showed here with a lot
of your clients and students. Really excited. Honestly, this has been
(chuckling) amazing, what you shared. I think a lot of people on here will take a lot of takeaways. Definitely leave that in
the comments below as well. Follow some of the steps there as well to kinda get some of your free gifts. I will put them below
as well and, you know, sign up for a trial for bucket.io
as well, bucket.io/navid. You can obviously get started there. Ryan, thanks so much for coming on here and sharing so much
value with my audience. - Navid, it's been awesome, man. It's been a lot of fun. You know, I'm really grateful
for the opportunity to share. I'll say this, last but not least, if you'd like to see how we're pre-selling
25,000 copies of the book, check out the quiz, study success. It doesn't cost you anything
to go through the quiz. I look forward to seeing
you on the other side. - Absolutely. I actually went through that,
just wanted to share that. I went through that book funnel. It's really good and well designed so if you're gonna do something like that, definitely study what Ryan is doing there. He has the one-click upsells
and all this he mentioned but it's really well designed. I bought (laughs)
everything in that process to kinda see what he was doing as well so I highly recommend you go
through that, check it out, and then, obviously, implement
something for your business based on what Ryan shared
here in this presentation. Thanks so much for coming on and I'll talk to you guys very soon. Ciao for now. Bye.