Ask Ryan Levesque. Operation Value Creation. Website. LinkedIn. Twitter

Transcription

1 Ask Ryan Levesque Operation Value Creation Website LinkedIn. Twitter

2 theme of the month: Psychology Book: Ask Author: Ryan Levesque About the Author Ryan Levesque is a marketing and business coach who has generated $37 million for his private clients since He has used his degree from Brown in neuroscience to perfect getting to the root of your customer s needs and desires. His ASK formula is the reason he generated $37 million for his clients and the public is now lucky enough to have access to this revolutionary process. ASK Formula His formula is the catalyst for advanced marketing strategies, since these strategies are worthless without knowing your audience. It uses 4 surveys for 4 different purposes. Overall Purpose: Find out what people really want to buy and figuring out language that resonates with them House Analogy Advanced Marketing Strategies ASK Method If you were to build a house, before you actually build you need a blueprint. The blueprint gives you where everything goes, and without it the actual building, painting, etc. is basically a guess. Same goes with marketing. You need to first identify your buckets and use advanced marketing strategies to reach these buckets. It would be like advertising your all you can eat wings in a place with only vegans. Likewise, advertising a vegan restaurant where people only want fast food. M a t t h e w R M o t t o l a P r o p r i e t a r y 1 5

3 Format 1: Deep Dive Survey Run once, when you re launching/ kicking off a new product/market Design: Open ended feedback Purpose: Find 1: What they secretly want, unspoken desires, needs, challenges 2: Identifies what buckets exist in the market - Think fitness market - No market is homogenous, they have sub-segments A: People looking to lose weight B: Get huge C: Tone - **Can t serve everyone, must be selective Example Question: What is your single biggest challenge, or struggle, related to XYZ? When it comes to generating passive income, what is the single biggest challenge you have right now in your business? Mistake Criteria: A: Must use what people don t want versus what they want Why? What we want is outside our awareness Example: Asking a perfect day vs. what happened (on day) that you wish would never happen again - Cleaning out the trash can - Going to the bank to cash a check (Millennials) If I would ve asked people what they wanted, they would ve said faster horses - Henry Ford B: Can t skew data by cutting yourself off through too specific questions If you say what s your biggest marketing challenge that cuts off anyone with non-marketing problems - People end up making up problems to appease the survey C: Not all responses are equal: Depth of response is more important than frequency of response - Depth = passion, viability, and sustainability, Frequency = fad M a t t h e w R M o t t o l a P r o p r i e t a r y 2 5

4 How to Figure this out: - Top 20% of the longest open ended responses (80/ 20 rule) How to Analyze This: Excel Function: length Use the natural consumer language your audience is giving and echo it Example: Customer says, I m a poster child for poor memory, our subject lines/ sales letter headlines says Poster child for a poor memory, do this Customer says, I m a chronic name forgetter Chronic name forgetter, do this Customer says, The nuts and bolts of starting my business We say, Can t understand the nuts and bolts of starting your business, do this 2: Micro Commitment Bucket Survey Purpose: Which bucket should they be in. Design: Asking series of questions that steer them in specific direction Figure out which bucket they should be in Example Question: Which one of these 3 are your biggest challenges. - Answer tells you which bucket they should be in If they don t buy, offer best possible deal 3: Do You Hate Me Survey Purpose: Find 1: Uncovers why people aren t buying, what you are missing, what didn t we do a good job of explaining, what questions did we not do a good job of answering 2: Allows your marketing to become iterative, which means going back and adding tweaks like: Changing headlines Add an FAQ section to our newsletter Send an to address this specific challenge Design: Can t directly ask people why didn t you buy, but you soften the situation through humor Example Subject Line: Do You Hate Me Example Of course you don t hate me, but all joking I wanted to know why didn t invest in my XYZ program 4: Pivot Survey M a t t h e w R M o t t o l a P r o p r i e t a r y 3 5

5 Purpose: To cap off entire process, give people that don t buy the option of where they want to go now Example: I understand this wasn t for you, but where should we go now, do you want to talk about A, B, or C Lather, rinse, repeat If you have no audience: 1: Run cold traffic to a page designed to collect survey responses Simple website, using Google/ FB ads 2: Reach out to someone who has a following and provide compensation - People rent their list as a business model - Product offer or discount for people who take survey M a t t h e w R M o t t o l a P r o p r i e t a r y 4 5

6 ASK Format Visual 1. Deep Dive Survey Purpose: Find 1: What they secretly want AND 2: What buckets are in the market Q: What is your single biggest challenge related to XYZ 2. Micro Commitment Bucket Survey Purpose: Which bucket to put them in Q: Which one of these are your biggest challenges Offer Best Possible Deal If there s still no sale 3. Do You Hate Me Survey Purpose: Find 1: Where we went wrong AND 2: Iteration Q: Obviously you don t hate me, but all joking I want to know why you didn t invest in my XYZ program 4. Pivot Survey Purpose: Give people that don t buy the option of where they want to go next Q: I understand this wasn t for you, but where should we go now, do you want to talk about.. A B C M a t t h e w R M o t t o l a P r o p r i e t a r y 5 5