the ask formula
Many of you may have read the book "The Ask Formula"
It's a very good book and if you haven't I highly suggest you read it.
It in detail explains how to ask questions through survey methods to get the certain kind of prospect that you want.
The main reason we love to apply survey funnels is because,
1. Consumption is the main reason your lead quality is low. The people need to consume your content to the highest level in order to fully understand what it is they are getting out of your service.
Most landing pages and even emails people do not necessarily "read." Instead they "scan" and pick up on headlines and the first sentence or two of your copy.
In order to get the highest level of consumption we love to implement "surveys"
As a question can never be answered unless it is fully "read" and understood.
Therefore the consumption level of the survey is around 85 - 95% vs the consumption level on a standard landing page (depending on the brand's influence to the market) is around 30 - 40%.
2. Some people don't want what you have to offer immediately. The survey funnel ask questions and gets a very clear understanding of the readers needs.
Therefore we are able to line up our questions in a way for them to consume it and if they answer a specific question they go to a funnel or series of questions based on their answers.
For example. If you love apples. I am going to send you a landing page that talks about apples.
Now for a standard landing page you may go to a landing page that talks about red apples and therefore if you don't like red apples you may bounce.
But if I use a survey funnel and ask you what type of apples you like and you say green, I can direct you to a series of questions that ask you how big the apples are, and how fresh you like them and how much you are willing to pay for them.
Following that I will direct you to a funnel where you can consume the green, large, and fresh apples that cost $1 where you will likely convert.
This helps us speak to our market who they are with what they like and also helps us determine the "type" of market who are signing up...
Therefore increasing the quality of our lead.
how to apply this to your business
Get a list of customers you already have and ask them what they like about your service.
Why they joined your service.
And what they didn't like about your service.
Compile that list, and now take it and incorporate it into a survey.
It's really that simple. Just make sure you structure the questions in a format that gets them to honestly answer the right or wrong question.
If they answer the question with the right answer they move on to the next series of questions that funnel them into your landing page where you want only the ones who truely need what you have to offer convert.
One of our clients wanted to get better quality leads and what he was struggling on was objections due to price.
So besides learning how to handle objections better what we did was create a survey funnel and asked them a series of questions.
The last question asked them how much money they were willing to invest into his service.
Some people said $100, some people said $1,000.
So the ones that said $100 moved to a different funnel where they can consume more content about his brand.
The ones that said $1,000 moved to his landing page and converted.
His quality became much better overnight!