- Boom! What's going on everyone?
It's Steve Larsen, this is Sales Funnel Radio
and today I'm going to teach you
how to pull off a quiz funnel.
I've spent the last four years
learning from the most brilliant marketers today
and now I've left my nine to five to take
the plunge and build my million dollar business.
The real question is, how will I do it
without VC funding or debt, completely from scratch?
This podcast is here to give you the answer.
Join me and follow along as I learn, apply
and share marketing strategies to grow my online business.
Using only today's best internet sales funnels.
My name is Steve Larsen, and welcome to Sales Funnel Radio.
(upbeat music)
What's up guys?
I've actually been super stoked about this episode.
So, recently I've been doing this inside of my own funnels,
which I'm very excited about.
Now if you think about this, actually I'll just tell you.
One of the first products I was a part of
when I first started working over at ClickFunnels
was a, it's so funny, I say that phrase all the time,
it's because there were so many projects
going on all the time.
Anyway, this was one of them towards the beginning.
And what it was, was I went through and I started
doing a deep dive of the top quizzes,
the top converting quizzes that
were going on in other people's funnels.
And it's cool because Russell knew already what a lot of
them were, so he gave me a whole bunch of lists.
He gave me lists of all these different quizzes,
and at the end of the quiz it asked for
the individual's information in order to get the opt-in
and start a free mini-course, or start a whatever,
or send them to a free plus shipping something.
In fact one of the most successful funnels
I had early on, this was before
I worked with Russell, it was a medical quiz.
And it wasn't for medical stuff, but basically what they did
is they went through, and it's actually the funnel hacking
of me going through and doing that,
that made my first big funnel successful,
my big first success story.
Which actually I used as a case study
when I applied for ClickFunnels, which is kinda cool.
And it was a quiz.
And it went through and they answered all these questions
and at the end of it, it said, hey do you want your results?
Put your email in here.
And basically what they said inside the quiz
it sent a specific email, but then invite them
to a free plus shipping offer,
and then you know how it goes after that.
Up sales, all kinds of cool stuff.
And so they sent traffic to that thing,
and I knew they were making a ton of money,
so it was kind of cool because, again, one of
those first projects, I go through, I get there,
I'm sitting down, and there was all these quizzes.
And what I did is, I copied all of the quizzes
as I went through them, I took the questions
and all of the possible answers for every single quiz
and I put them on this sweet Excel sheet.
So I compared, side by side, all the question ones,
all the question twos, and so forth.
The questions themselves, and then all the possible answers
themselves, and it was funny, because I started
noticing all of these trends.
All these trends in all of the quizzes.
And, I'm kind of a patterns guy,
which you guys can probably imagine by now,
and I started looking through and there's patterns.
And I was like, holy crap, check this out.
All of the question number ones and twos
are kind of asking the same area of stuff.
Interesting, question three and four-ish,
around that part of the quiz,
it transitions and they're all asking this kind of stuff.
And then I get down to question six and seven,
most of them did not have more than seven questions.
Sometimes eight, but it was usually no more than that.
And it was all the same kind of question throughout.
And I was like, this is fascinating.
Why is this happening?
And I started going through and I started deep diving in it
and ended up writing this outline
seeing the patterns of what was going on
inside of each one of these quizzes,
and what I did, is I actually went through my computer
and I found it, woohoo!
So I'm going to go through and I'm gonna read this thing.
And I want to walk through the highest converting,
some of the highest converting quizzes.
Now, what was interesting is the reason I'm doing this
right now, is because, and if you guys had a chance
to come to my recent live funnel build,
some of you guys were able to be on, which was really fun.
And what I did is, I was teaching about how
when you get a funnel that's out the door,
I always go and I start by focusing on hot traffic first.
That is the easiest way to get money off the table.
And you take that money and you go dump it into ads.
And now basically, your customers have funded
the rest of the entire business.
And I've never put a dollar of my own, ever,
into my business because of that very principle, that play.
I think of them as football plays,
by running that marketing play.
And so I've done that multiple times.
Now, when the hot traffic starts to dry up a little
and I need to go from hot to warm and expand the pot
there's multiple ways for me to do that.
I could go and I could change who I'm targeting,
which there's a little bit of that that goes on
when you start to widen the pot
and you go from a hot audience to
a little bit more of a warm,
there's a little bit of that that happens.
That's one option.
I could change the ad.
I could change what's going on in the funnel.
I could change the sales message.
I could adapt or change some of the offer.
That's a lot of stuff to go switch.
One of the easiest things that I could go do,
rather than change the ad, or change the audience,
or change this or that, or part of the sales message,
one of the easiest things to do
is to merely change what people are seeing
when they click on your ad.
So instead of them seeing an opt-in page,
I put something in front of that
that lets me warm up the audience
before I ever ask for an opt-in.
And that's exactly what I've done here,
and that's exactly what I wanted
to walk through with you guys.
That's why I do these quizzes,
and these little baby little quiz funnels,
so that it lets my audience get warmed up to me
before I ever actually opt-in, or ask them to opt-in
or even go towards my main thing.
So in this instance, I'm using it
in front of a webinar funnel.
So, what ended up happening is I went in
and I found out this crazy formula,
and I was like, holy crap, and ended up writing
this dummy quiz for ClickFunnels
so that we could change what people
are seeing when they went to clickfunnels.com.
And anyway, it was a bunch of fun.
This was years ago, I don't remember
what actually happened to this.
But I dug it back up, and I was like holy crap,
this is good stuff.
So, what I want do, first of all,
is I wanted to walk through
just a few of the actual quizzes.
Just a few of them that are funnel hacks.
That I went through, or quiz hacked.
So that you guys can see some of the format
and some of the patterns inside of here.
This comes from Revolution Golf Quiz.
This is the Revolution Golf Quiz.
And this is the first question they ask.
They ask are you a man or a woman?
The reason I'm asking is because men and women
tend to suffer from different consistency killers.
So this is for golf, this is a quiz
in front of a golf product.
Number one, are you a man or woman?
Number two, what is your age range?
I'm over 50, between 30 to 50, under 30.
Question number three, what's the length
of your average drive?
It goes less than 150 yards, 150 to 200, 200 250, over 250.
What's your playing level?
Then it will go, well I'm a beginner,
I'm an expert, whatever.
And you go through and you declare your skill level.
Number five, in relation to your full swing,
what are you having the biggest challenge with?
Poor contact, directional control, major consistency issues.
And then it says, people in your scenario
usually suffer from one of these three things.
Which of these do you suffer from the most?
Hitting thin shots, fat shots or bottom or low ones,
hitting, I usually hit, I miss the center of the ball
or hitting weak shots.
And they go through and they answer this stuff.
And what's interesting is by the end of it,
it says well based on your answers,
you probably should have X, put your email address in
and we'd like to send you your results,
but then we'll also send you a free course,
or a free report, or a free something.
And then it's just the beginning of the funnel.
It just literally forwards to the beginning of the funnel.
So think about that for a second.
Okay, the next one, next one.
This comes from one called, it's for tennis,
called Fuzzy Yellow Balls.
Question one, are you male or female?
And I was like, huh, where have I seen that before?
Question number two, how old are you?
Where have I seen that before?
Question number three, what's
your current skill level rating?
Question number four, how hard do you typically
hit your first serve, and it goes through, anyway.
When you try and hit it harder,
some of the most common issues are these,
which one are you?
I hit into the net, I hit it long,
I don't hit it cleanly, and then it goes
people in your scenario typically suffer
from one of these three things, which one are you?
Which of the following best describes you?
There were seven in this one, not six.
But it's the same kind of theme,
and I was like, huh, wait a second.
And I go onto the next one,
this is another one about fat loss.
Are you a man or woman?
I was like, what the heck?
This is about fat loss now.
What's your age range, number two.
Number three, when it comes to body shape
usually men or whatever, usually people
tend to suffer from one of these three things,
which one are you?
When it comes to food cravings, which one are you?
Which food craving do you give into most,
I give into sweets, I give into chocolate,
I give into carbs, or none.
When it comes to eating habits,
which one do you have?
When it comes to stress, most people do this,
which one are you?
Now when you start looking deeply,
this one had ten questions, that was the biggest one.
But most of them don't.
And that's what I realized.
And what I started realizing,
was throughout, there was a pattern going on,
a heavy pattern of the way you approach
somebody inside of a quiz.
And so I went through and I kind of formulated,
and you guys know I'm kind of a geek
when it comes to this stuff, not kind of,
I'm a straight out freakin' nerd in this stuff.
And I'm proud of that,
it's what makes me good at this, I obsess.
And so a little while ago, you guys know I went and
I printed out all of the follow up sequences,
the five most profitable webinars I've ever seen Russell do.
And I studied, there's paper all over my floors,
and it was 80 sheets, it was all over the place.
And I studied deeply the patterns between each one,
well I did the exact same thing for this.
And I started going and diving,
I didn't have things printed out all over the floor,
but I started diving deeply into the format,
and the formula and the pattern of what was making
these quizzes successful.
Now there's some fluidness between these.
Some of them were six questions, some were 10.
But it's this pattern of question.
It's this pattern of thought.
It's this pattern that I noticed these quizzes
were pulling through a customer that made it most effective.
So I want to walk through this with you real quick
and teach you exactly what I've been doing.
The first question, the first series of questions,
have to do with somebody self identifying.
But with really low barriers.
Are you a man or woman?
You don't really have to study to answer that question.
You don't have to go to a study hall to figure that out.
Are you man or woman?
Why would I ask somebody that?
What does it have to do with anything?
When it comes to hitting my golf ball.
When it comes to tennis.
When it comes to fat loss.
It might, it might, and that's why it works.
And there's one of the reasons I love this so much
is because I'm just getting people
to make little micro commitments, little micro answers.
I'm not actually getting, they're not huge questions.
Are you male or female?
Question two, what age range are you?
I'm like, oh snap, this is not hard to answer.
And that's part of the reason why it works so well.
The first few questions get somebody into the habit
of clicking.
This is huge.
Get somebody into the habit of clicking.
Question number three, or the next phase.
Phase number three, it's usually seems
to come up in question number three.
I'm sorry, yeah, they have them self identify
questions based on the subject.
Are you man or woman, what's your age range,
have you ever built a funnel before?
It's self identifying questions
based on the subject itself.
Have you ever tried to lose weight?
Have you ever, are you a tennis player?
How long have you been playing tennis for?
Their self identifying, that's what is so key about this.
One of the biggest hurdles you have to overcome
in a sales message, if you heard one of my
previous episodes, I talk about why it's important
to cause an identity shift in an individual.
The reason why these quizzes work so well
is because you are literally having them
call out their own identity to you.
You are not saying, oh you look like this.
You're having them declare it
and say, check it out, this is who I am.
This is very cool, because it puts them
in a place of vulnerability.
Not like risky kind, not like where it
feels like they're being threatened.
But they literally hit a phase of vulnerability.
But they're the ones doing it.
And you're gonna see this as we move forward.
So I have them answer, number one,
self identifying questions, male or female, age.
Next thing, self identify questions based on the subject.
Well I am this, I am a funnel builder, I am,
it's their current state, according to the subject.
I am a tennis player.
I am, I do play golf.
I am trying to lose weight.
I am, whatever.
The next category, is you have them declare
their level of skill, or achievement, based on the subject.
Well, this is what I usually hit in golf.
This is my handicap.
In tennis, what's your, it was some rating,
I don't know tennis very well.
Okay, but it said what's your current rating?
And it had you go through and list that
what rating level you are.
Does that really have that much to do
with the fact that they probably know
you could use their product anyway?
No, the only reason they're doing that
is so you can go in and self identify
and be like, hey check it out,
this is where I am.
Ooh, cuz now what they're starting to do,
is we move into questions where they are declaring
where they are not.
So the third category is self declare level of skill,
according to the topic.
This is where I am, or I have been trying to lose weight
and these are the programs I've used.
Or this is, when I'm binge eating,
these are the kinds of things I binge eat.
And they said sugar, fat, carbs or none.
The next category is one of the biggest.
And it's one of the reasons why I've noticed
that quizzes work so well, or don't.
And here it is, you start declaring
the biggest challenge.
They are self declaring their biggest challenge
pertaining to the subject.
Oh man, when I hit the golf ball,
I notice I top it, or I hit it right on the center,
but it's not consistent with direction,
or I hit too far underneath it
and the thing pops really high.
When I'm playing tennis, I notice
I hit too much into the net, or I hit too far over,
or I'm just not consistent in general.
When I'm doing a diet, I've noticed
that in the evening time is when
I get the cravings the most.
It asks that, it asks about the cravings.
And you go through, and you
self select your freaking problem.
That is so crazy, because in most classic marketing world,
classic marketing folklore, the way this is done,
a lot of people they go create the freaking problem,
that way they can sell you the solution.
Well in the quiz, they're self declaring their problem.
You don't have to create it.
They are going through and they're clicking
saying check it out, I'm here.
I'm right here, I declare this is who I am.
This is where I am in the subject,
and this is the thing that I'm sucking it up at.
Guys, this is massive.
The psychology behind this is absolutely monstrous.
I'm so glad I found this.
The next thing, okay, so now
think about what we've done here.
They've self declared this is who I am,
this is where I am, this is what I'm struggling with
and the next category is we go into
an educate and clarify section.
Oh man, those who are in your scenario,
who are saying these kinds of responses,
typically suffer from one of these three things.
Suffer is a key word.
So they're declaring their own issue,
but now you're going to have them go in and declare,
now people in that scenario usually suffer from
one of these three things, which one do you think you're at?
Oh man, now how many walls have they self dropped
by this point?
They've dropped a lot.
These are normal things you're doing
in any sales script anyway, which is why I geeked out
over this so much when I first did it.
I was like holy crap, this is like a mini sales letter
in a six question quiz.
(explosion noises)
It's crazy, it's amazing how effective these things are.
It's the reason why I'm using them again.
The next thing, I've noticed in a lot of these quizzes,
this is like the final thing,
there's usually, sometimes there's a lot of,
there's one aspect of it that's crazy random.
It's one of the final things, super,
super ridiculously random.
Has nothing to do with anything.
Oh, thanks for taking the quiz,
by the way, let's say you're talking about the golf one,
and they go through and they click
I hit the ball, I top the ball,
I top the ball way too many times,
there's no consistency, and oh yeah,
you know what, final question,
were you wearing blue jeans when you did that?
Oh man, is that the issue?
A lot of times I've noticed is that
one of the final questions in some of those
effective quizzes is kind of a random one
that's meant to be like, well you wouldn't
think this matters, but it actually does.
With the diet one, well, I don't know,
was it a full moon last Thursday?
And you're like, crap it was, like I don't know.
And it puts them in this state of curiosity.
So you've brought them through
in a very small amount of questions,
here's who I am, here's where I am,
here's what I'm struggling with, and by the way,
I know I'm suffering from one of these three things,
and yeah, I drank a liter of water before working out.
Maybe that's the reason why I didn't lose any weight.
Something random at the very end.
And you've gone through and it's produced
this aspect of curiosity right before
you say could I email you your results?
Put your email in right here.
Now it's logical, I can see why, it's logical,
it's easy for me to justify giving you my contact,
giving you my email address, giving you whatever.
Going in and contributing to the
marketing relationship at this point.
I'm really excited about this because what we've been doing
is I've been going in and I just made one of these.
And I'm super excited to see how it plays out.
But there's, so instead of sending traffic
to the opt-in page, we're sending traffic to the quiz.
Which is cool, because at the end of the quiz,
I created a da-da-da, an offer.
And the offer that I've created is,
well hey, if you'd like to, I'd really like to
be able to give you the results for your quiz.
Number two though, I want to give you
a free little mini course we created to help you,
help people that are in your scenario.
Again, if you just put your email in,
it'll send out to you over the next three to five days.
This is what we're really doing,
and I already have that done
and I'm super excited.
As soon as this ends, I'm actually stopping
and I'm going to go in and finish the last two things
I need to and actually launch the thing.
And then on the third thing, what I did was
plus you know what we'd like to do is,
we're actually going to give you a free ticket
to a web class, and if you just click right here,
if you just put your email in,
it's actually going to send you over to the ticket page
and you can redeem your free ticket,
it's going to be there for you.
Anyway, you'll get the course dripped out to you,
we'll email out to your results,
but then we're also, again, giving you that free ticket,
so go ahead and put your email in right now
and that's what we can expect from this next little bit.
It's all free, we just wanted to be able
to help you from where you are.
That's basically kind of the script that I'm doing.
So anyway, I'm excited about it,
I'm really pumped about it because all that stuff
that I'm doing ahead of time, right before the opt-in,
is to help create a relationship with
a more warm style audience instead of hot,
like I've been selling.
And so it's allowed me to go and expand out,
and when I've done these kinds of things in the past,
that's what the benefit has been.
Without having to change the sales messaging
and go in and adapt the offer,
or even really change out much of the audience
or really even switch out much of the ad,
I can just add in, literally, a single page
in front of the entire funnel,
drip out a little, tiny, mini course,
which, go figure, every single thing in that mini course
is reminding them to go redeem their free ticket
to the web class, why don't I do that?
But I'm training them to open my stuff.
I'm training them to go through and actually
realize, oh man, this guys not,
his eyes are massive, but I could probably trust him.
And that's one of the reasons why I'm doing it.
To create a relationship ahead of time.
And create value ahead of time.
And now I've contributed so much to the relationship
for free, the dialogue that I've notice,
and I've actually seen is, man if this is his free stuff
I wonder what his paid stuff is like.
And then they go check out, anyway.
And that's been really helpful.
So I just wanted to dive in a little bit,
I know it was kind of a long episode there,
and a little bit, it was a little bit of a deep dive
and hopefully you guys understood that
as I walked through it.
If not, I honestly, I would re-listen to this.
I'm really excited about this, though.
This is one of the major keys,
and one of the marketing plays that I'm running
to drop in that next load of cash
When we first started ads, we were putting a dollar in
and getting three or four dollars back out
and, as is expected with paid advertising,
you start to get ad fatigue.
So we're putting a dollar in now
and then we get about two dollars back out,
and I want that average to be a little bit higher.
So this is one of the easy next plays I'm running
to go get that back up and starting talking
to a broader audience, get a relationship with people,
and invite them to come back to the web class.
So I'm excited guys.
Hopefully you enjoyed that, and if you did,
please rate it, please, in iTunes
I really love watching those reviews,
I really appreciate that, it actually means a lot to me.
And I love reading them, it's kind of a boost for me,
to be honest.
It's a lot of work putting these episodes out.
We repurpose this thing to 22 platforms, it's nuts.
So it really means a lot to me,
and I'll see you guys next episode.
Bye.
(upbeat music)
Boom.
Just try to tell me you didn't like that.
Hey, whoever controls content, controls the game.
Wanna interview me, or get interviewed yourself,
grab a time now at stevejlarsen.com.
(soft music)
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