Key Takeaways
1. Ask Formula: The power of asking strategic questions
"People don't know what they want."
Understand your market. The Ask Formula is a system designed to uncover exactly what your customers want by asking intentionally-designed questions. It helps you figure out the exact language to use when communicating with them and how to personalize your messaging and products based on their answers.
Ask the right questions. Instead of directly asking customers what they want, focus on two types of questions they can accurately answer:
- What they don't want
- Questions about their past behavior
By framing your questions this way, you can gain deeper insights into your customers' true desires and pain points. This approach allows you to create more targeted and effective marketing strategies, ultimately leading to increased sales and customer satisfaction.
2. Deep Dive Survey: Uncover your market's true desires
"When you apply what you're about to discover, the contents of this book can deliver the second most common thing entrepreneurs, business owners, and aspiring business owners say when asked to complete the 'I wish I had more ________' sentence. That thing? Money."
Lay the foundation. The Deep Dive Survey is the most crucial step in the Ask Formula process. It involves asking open-ended questions to gather valuable data about your market's desires, challenges, and language.
Analyze and categorize. To effectively use the Deep Dive Survey:
- Collect open-ended responses
- Analyze the data to identify common themes and categories
- Focus on the top 20% of responses (hyper-responsive customers)
- Create 3-5 main "buckets" that cover 80% of your market
- Use the natural language of your customers in your marketing
By conducting this survey, you gain a deep understanding of your market, allowing you to create more targeted products and marketing messages that resonate with your audience.
3. Micro-Commitment Bucket Survey: Segment and personalize
"By asking someone to first answer a simple multiple-choice question (especially one that's extremely simple and non-threatening), you can create 'action-taking momentum' without eliciting the fight or flight response in your prospect's brain."
Build momentum. The Micro-Commitment Bucket Survey is designed to segment your audience and gather valuable information without overwhelming them. It consists of a series of simple, multiple-choice questions that gradually lead to more personal information requests.
Customize your approach. Key components of the Micro-Commitment Bucket Survey:
- "Grease the Wheels" question: A simple, low-threshold question to start
- "Personalization" questions: Gather demographic information
- "Segmentation" question: Determine which bucket a prospect falls into
By using this survey, you can tailor your marketing messages and product offerings to specific segments of your audience, increasing the likelihood of conversion and customer satisfaction.
4. Prospect Self-Discovery Landing Page: Hook and persuade
"If you were to Google 'How many ads are we exposed to daily?' what do you think is the answer? Take a guess."
Stand out from the noise. The Prospect Self-Discovery Landing Page is designed to capture your audience's attention and persuade them to take your survey. It uses a combination of video and text to create a compelling case for why they should invest their time.
Key elements of an effective landing page:
- Engaging headline (preferably in question form)
- Short, persuasive video (90 seconds to 3 minutes)
- Clear call-to-action
- Trust elements (logos, testimonials)
- "For the Readers" section with text summary
By crafting a compelling landing page, you increase the likelihood that visitors will take your survey and enter your sales funnel, ultimately leading to more conversions.
5. Post-Survey Sales Prescription: Diagnose and offer solutions
"When you do this right—customers and prospects will write to you and say: 'It's like you know what's going on in my head and you can read my mind.'"
Play doctor. The Post-Survey Sales Prescription page is where you provide value to your prospect based on their survey responses and transition into your sales offer. This page should include a video that addresses their specific situation and offers a tailored solution.
Structure your sales message:
- Acknowledge their survey submission
- Provide your diagnosis and label it
- Explain what the diagnosis means
- Present your recommended solution
By following this structure, you demonstrate your understanding of the prospect's situation, build trust, and position your product or service as the ideal solution to their problem.
6. Profit Maximization Upsell Sequence: Maximize customer value
"Once someone has made that first purchase and they're in a buying mindset, they're much more likely to spend more money right then and there."
Strike while the iron is hot. The Profit Maximization Upsell Sequence is designed to increase the value of each customer by offering additional, relevant products or services immediately after their initial purchase.
Three upsell frameworks:
- Selling Value: Offer more of the same product at a discounted price
- Speed & Ease of Implementation: Provide faster or easier results
- Future-Pacing a Problem: Introduce a solution to a future problem
Additionally, include an "Almost as Good" Downsell option for those who decline the initial upsell. By implementing this sequence, you can significantly increase your average order value and overall revenue.
7. Email Follow-Up Feedback Loop: Nurture leads and optimize
"When it comes to converting website visitors into customers I've found that most marketers give up way too soon."
Don't leave money on the table. The Email Follow-Up Feedback Loop is crucial for converting non-buyers and maximizing the value of existing customers. It consists of two 12-email sequences: one for non-buyers and one for buyers.
Key components of the email sequences:
- Results Email: Deliver survey results and initial value
- Story Series: Build rapport and reinforce your message
- Sales Acceleration Series: Present modified offers and create urgency
- Feedback Loop Series: Gather insights and pivot to new offers
By implementing these email sequences, you can:
- Convert more non-buyers into customers
- Increase customer lifetime value
- Continuously improve your marketing funnel based on feedback
- Create an "evergreen" system for ongoing sales and engagement
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FAQ
What's "Ask" by Ryan Levesque about?
- Overview: "Ask" by Ryan Levesque is about a marketing strategy that helps businesses discover exactly what their customers want to buy by asking the right questions.
- Methodology: It introduces the Ask Formula, a system that uses surveys to gather customer insights and tailor marketing efforts accordingly.
- Goal: The book aims to help businesses create a mass of raving fans and take their business to the next level by understanding customer needs deeply.
- Structure: The book is divided into two parts: the story behind the Ask Formula and the detailed methodology for implementing it.
Why should I read "Ask" by Ryan Levesque?
- Proven Success: The Ask Formula has been used to generate over $100 million in sales across various industries, proving its effectiveness.
- Customer Insight: It provides a systematic approach to understanding customer needs, which is crucial for any business looking to improve its marketing strategy.
- Actionable Steps: The book offers a step-by-step guide to implementing the Ask Formula, making it practical for business owners and marketers.
- Inspiration: Ryan Levesque shares his personal journey and challenges, offering inspiration and motivation for entrepreneurs.
What are the key takeaways of "Ask" by Ryan Levesque?
- Ask the Right Questions: The core of the Ask Formula is asking the right questions to understand what customers truly want.
- Segmentation: Use survey data to segment your audience into different "buckets" for more personalized marketing.
- Iterative Process: Continuously refine and optimize your marketing strategy based on customer feedback and survey results.
- Profit Maximization: Implement upsell sequences to maximize profit from each customer interaction.
How does the Ask Formula work?
- Deep Dive Survey: Start with an open-ended survey to gather detailed insights about customer challenges and desires.
- Micro-Commitment Bucket Survey: Use a series of small, non-threatening questions to segment your audience into different buckets.
- Prescriptive Sales: Offer tailored solutions based on the survey responses to increase conversion rates.
- Feedback Loop: Use follow-up emails to gather more data and refine your marketing strategy continuously.
What is the Deep Dive Survey in the Ask Formula?
- Purpose: The Deep Dive Survey is designed to gather in-depth insights into customer challenges and desires.
- Open-Ended Questions: It uses open-ended questions to allow customers to express their needs and problems in their own words.
- Foundation: The insights gathered form the foundation for the rest of the Ask Formula, guiding segmentation and messaging.
- No Incentives: Avoid offering incentives like gift cards to ensure genuine responses focused on solving their problems.
What is the Micro-Commitment Bucket Survey?
- Initial Questions: Start with simple, non-threatening questions to build momentum and gather basic demographic information.
- Segmentation: Use the survey to segment your audience into different buckets based on their specific needs and challenges.
- Customization: Tailor your marketing messages and offers to each segment for more effective communication.
- Data Capture: Capture survey responses to personalize future interactions and offers.
How does the Profit Maximization Upsell Sequence work?
- Post-Purchase Offers: After the initial purchase, present customers with additional offers that complement their purchase.
- One-Click Upsells: Use one-click upsells to make it easy for customers to add more products without re-entering payment information.
- Frameworks: Offer more of the same product, faster/easier solutions, or solutions to future problems they might face.
- Downsell Option: If the upsell is declined, offer a less expensive alternative to capture additional sales.
What is the role of email follow-up in the Ask Formula?
- Non-Buyer Sequence: Follow up with non-buyers to address objections and encourage them to reconsider the offer.
- Buyer Sequence: Engage buyers with content that helps them get the most out of their purchase and introduces upsell opportunities.
- Feedback Loop: Use email surveys to gather feedback and refine your marketing strategy based on customer responses.
- Pivot Survey: Offer non-buyers alternative topics or products they might be interested in to keep them engaged.
What are some of the best quotes from "Ask" by Ryan Levesque and what do they mean?
- "People don’t know what they want until you show it to them." This highlights the importance of guiding customers to discover their needs rather than asking them directly.
- "The secret to spectacular sales was all about asking the right questions, in the right way, at the right time." This emphasizes the core principle of the Ask Formula.
- "With great power comes great responsibility." This reminds readers to use the Ask Formula ethically and with integrity.
- "It’s not about getting it perfect; it’s about getting it going." Encourages readers to start implementing the Ask Formula without waiting for perfection.
How can I implement the Ask Formula in my business?
- Start with Surveys: Begin by conducting a Deep Dive Survey to gather customer insights.
- Segment Your Audience: Use the Micro-Commitment Bucket Survey to segment your audience into different buckets.
- Tailor Your Offers: Customize your marketing messages and offers based on the survey responses.
- Continuous Improvement: Use feedback from follow-up emails to refine and optimize your strategy.
What are the challenges of using the Ask Formula?
- Initial Setup: Setting up the surveys and analyzing the data can be time-consuming and requires attention to detail.
- Data Analysis: Interpreting open-ended survey responses requires human judgment and can’t be fully automated.
- Customer Engagement: Ensuring customers complete the surveys and engage with follow-up emails can be challenging.
- Ethical Use: The formula must be used ethically to avoid manipulating or misleading customers.
What are some real-world examples of the Ask Formula's success?
- Tennis Training: Fuzzy Yellow Balls used the Ask Formula to generate $250,000 in six months by tailoring their tennis training products to customer needs.
- Water Ionizer Market: Live Energized generated $750,000 in five days by using the Ask Formula to address customer concerns and objections in the water ionizer market.
- Diverse Industries: The Ask Formula has been successfully applied in 23 different industries, generating over $100 million in sales.
- Scalable Success: Businesses of all sizes have used the Ask Formula to scale their operations and improve customer satisfaction.
Review Summary
Ask receives mixed reviews, with an average rating of 3.66 out of 5. Some readers praise the book's detailed marketing methodology and practical advice, while others criticize it for being overly promotional and lacking substance. Positive reviews highlight the valuable insights into customer surveying and market segmentation. Negative reviews often mention the lengthy autobiographical content and aggressive sales tactics. Many readers appreciate the core concept of asking customers what they don't want rather than what they want, but some find the implementation challenging or unrealistic for their specific needs.
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