Ask

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:

1. Acknowledge their survey submission
2. Provide your diagnosis and label it
3. Explain what the diagnosis means
4. 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:

1. Selling Value: Offer more of the same product at a discounted price
2. Speed & Ease of Implementation: Provide faster or easier results
3. 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

Last updated: August 8, 2024