1540 – Leveraging Quizzes with Maeve Ferguson

0:28Hey there, thoughtful listener. million in revenue. Just head to upmyinfluence.com and watch my free class on how to create endless high-ticket sales appointments. You can even chat with me live and I'll see and reply to your messages. Also, don't forget, the thoughtful entrepreneur is always looking for guests. Go to upmyinfluence.com and click on podcast. We'd love to have you.

0:58with us right now it's Maeve Ferguson Maeve your website is MaeveFerguson.com and you also are a podcaster the Maeve Ferguson podcast uh you are a coach and uh your specialty uh is leveraging quizzes which we're going to talk about so Maeve thank you so much for joining us thank you so much Josh, for having me. Absolutely. Well, I'll let you kind of share just, you know, from your perspective, the impact that you have in the world today. Sure. And I think it all started for me. And I remember being on the dance floor at my brother's wedding. And I had really, really sore feet. So I headed back to my table to take off my shoes and grabbed my phone, which was underneath the table.

1:45And there was a seven and a half thousand dollar sale, strike notification on the screen. So I was kind of like curious, cool, but went back to the wedding and then the next day tried to unpick where this complete stranger had come from. And it was in that moment that I realized the power of a quiz funnel and how that can hyper-qualify your leads for you. So a complete stranger coming into your world organically through your quiz funnel onto your automated workshop, and then booking a call with your program advisors who sell them into your high ticket coaching program and you literally have never had any interaction with this person and kind of from from that moment I really really started leaning into quiz funnels and I'm a very curious person so really started to kind of investigate how we could truly use this as a mechanism for people with their businesses out there who are perhaps feel like they're kind of screaming from the rooftops and nobody is hearing them or they're getting heaps and heaps of unqualified leads coming into their business every single day and really kind of focusing on how a quiz can hyper qualify those leads for them.

2:55Yeah. Is there something about a quiz that feels safer? Because, you know, I'm thinking about like, I don't like to be sold at. I don't like to be sold to, you know, why are quizzes maybe a softer way to kind of begin that conversation? Yeah, it's a beautiful question. And I think it all kind of stems back to a couple of principles. One would be curiosity. So we all love to discover things about ourselves. We all like to learn things about ourselves. And it's a little bit like that Myers-Briggs. You know, we pretty much all of us out there have done that at some point in our lives. And then the second principle would be that of micro commitments.

3:39So it's super easy to click the link to take a quiz. It's super easy to answer one tiny question. It's super easy to answer seven more questions. And then to find out their result, all they got to do is put in their email address. And it's these kind of series and sequence of micro commitments that are really easy for people. And it's a very, very shiny lead magnet. Yeah. And I'm just thinking about this. For me, I think from a sales perspective, right? Let's say I'm going to have an initial conversation with someone, the conversation largely is going to be me asking them questions. Like I need to know what's going on.

4:21You know, what's, you know, can I help? I don't know, but you know, let me tell me more about this. Tell me more about this. And so, you know, as, you know, as the other person in the conversation, like the more I learn, the more I know whether or not, well, maybe I can help you. I don't know. Maybe I got, you know, maybe a different solution would be better for you. And, I'm happy to help and whatever that is. But I certainly, I know like just from a sales perspective, it's like the person who asks the most questions, I feel it's kind of leading in that conversation. And certainly the more you know, the more you know how to help.

4:59Yeah, exactly. And it's such a brilliant thing because whenever, say, for example, you have the quiz in place before that sales call, it almost acts as like a filtration system for you. so you know you're not jumping on call after call after call with completely unqualified people instead you can use that quiz funnel to make sure that first of all they are problem aware and then second of all that they're actually seeking a solution so by the time they have opted into your quiz you've given them the results told them what it means told the told them the impact that it's having on their lives if they don't change what's going on for them and then you give them their call to action whether it's to purchase an offer or whether to jump on a call or go to a workshop, that person is already problem aware, they're already seeking a solution, and then your solution is positioned as the right thing for them.

5:48And plus, when you are then jumping on that call with them, if that's the route that you're going, you have all of that data on that specific lead in terms, they have already told you what they're struggling with, what their frustrations are, and so on and so forth inside of that quiz. So it's a great way to kind of build that data and understanding of your market. Yeah. Yeah. And okay. So what types of questions should we be asking in a quiz? Love it. Brilliant, brilliant question. So the first thing, the most, the most important question is the hook up front, because if that hook doesn't perform, nobody, you're not going to get your opt in at the back end of the quiz.

6:26Nobody's actually going to take that thing. But whenever we're coming up with our hook, we have to begin with the end in mind. And so we think about our offers at the back end and then almost reverse engineer from there what is a question that we could ask that is going to lend itself well to our offer at the back end because we don't want to have a hook about gardening for example and then an offer about salsa dancing at the back end it's really really important there to kind of have that funnel congruence throughout and then so once the hook is the big one but then once they're in there you want to ask them a really easy question just to kind of get them to hit the ground running.

7:05It's a like a binary question, super simple to answer. They don't really have to think. And now they've taken their first micro commitment. They are in the quiz and much more likely then to proceed. What we also want to do then are ask them diagnostic questions and non-diagnostic questions. So the diagnostic questions are the ones that actually determine the result that they're going to get at the back end of the quiz. and then the non-diagnostic questions are ones where we are doing a couple of different things we are building a really good picture for ourselves in terms of understanding what our ideal clients have tried before what they're currently going through what they want in the future but when those questions are crafted correctly it allows that ideal client to feel like heard and understood sometimes for the very first time so as they're going through this quiz they are saying things like, oh my goodness, it's like you're inside my head.

8:01How do they know that this is what I feel like? And all the time that is building up this know, like, and trust inside the 60 second quiz. So then by the time they get to the opt-in question, which is always between seven and 12 questions in, they are then, they're kind of got a vested interest. You've built that know, like, and trust, and then you tease that result. And then you ask for the opt-in to then give them the actual result. Yeah, so you wouldn't ask for the email on the front end. You're like, just ask this yes, no question, or A, B, a really easy question, get them engaging. And then of course, naturally, then they want to see the results.

8:39And so now they're more invested in it. And Maeve, one thing you talk about is a micro offer, you're converting a micro offer. What might that be? Yeah, so say, for example, when you have like, and I'll talk through a coaching program, for example, at the back end, when you think of maybe having your 10k or 20k offer at the back end of a quiz, and this is a complete stranger coming through that can be, you know, a little bit jarring and maybe too much of an ask. So what we do instead is we place like what we call micro offers at the back end of this quiz that then solve a right now problem for that person.

9:21But it is such an easy and it's like almost like a frictionless decision. And then we use and leverage that micro offer as like a know, like and trust exercise. where then and then we have automation built into that micro offer that ascends them into your workshops where you sell your coaching programs or ascends them onto a call where they you know then they come and join your program so or whatever your offer may be at the back end but we very much use that micro offer as like a frictionless um easy in for people so it's like a bit of a no-brainer the offer is crafted so well that they would be silly kind of not to dive in and then inside that micro offer you get them a result and get them a result fast and then the no leg and trust is instant so they've had all of these micro commitments the whole way up until this point then then they get a quick result and then you're able to share with them the your kind of your your high ticket back end offer so then what we can consider then with the micro offer is either to go with what I call like a slice of the cake or else a layer of the cake so the slice of the cake is one standalone kind of component of your overall program at the back end, or the layer of the cake would be a little bit out of each of these steps inside your main program, but you're always kind of breadcrumbing and seeding desire and demand for those coaching programs.

10:44Yeah. So it sounds like, you know, obviously that, you know, I was going to ask you for examples of, you know, micro offers that you've seen work really well, but it sounds like one of the most important elements of this is, you know, to our friend that's listening to us right now, think of, and you could tell me if I'm wrong or, you know, where I'm off or whatever, but it sounds like, it's like, if you can think of your client, what's something that you could do very low engagement, but you could get them a result. Like you can get them something where they could say, oh, wow, it worked. And obviously it's going to be something that's going to be very minimal investment or are we talking about exchange of money at this point?

11:24So yeah, so there's always some sort of investments because when people pay, they pay attention. So it's just even that quality of a buyer on your list versus just a lead is so much higher. So like, you know, I have$7 micro offers, for example, it's getting somebody, it's like a no-brainer decision. It's like the price of a cup of coffee, but they're able to dive in there and get a quick result and kind of be blown away by the experience of being in your world. And then you're sending them into your coaching programs or whatever your offer may be at the back end so much more easily. Yeah. How do you work with clients?

12:00If someone's listening to us, they're like, okay, this sounds great, but I don't want to do all this. Nobody wants to do it themselves. And this is why I am so happy that I geek out on this stuff. I literally live and sleep quiz funnels and we do we build quiz funnels for clients um as a standalone service and then i have coaching programs as well and where the quiz funnel build is included in the coaching programs so we kind of take away all of that headache and the the geeky stuff at the back end and build it all for clients yeah and then how long does that typically take to like what is are you usually working over like a 90-day period or what does that engagement look like no yeah so the um for the coaching programs it's like a six month program and that's coming in helping people create their coaching programs doing creating the micro offers creating the quiz funnel the conversion machine but for the so that's a six month coaching program but then for like a standalone client um it's a six six week engagement um but i we work we work pretty pretty fast so um when it's um when people are you know when the client obviously is working at speed with you you can get it out the door pretty quickly.

13:10So it doesn't need to take those six weeks. Your website, Maeve, where do people go next? So someone's listed our conversation and they're like, okay, maybe they want to see your quiz. They want your micro offer or certainly it's just like, listen, I just want to have a conversation just to kind of learn more about, you know, how we could work together and we can do something great. Yeah. Well, I'm always a big fan of a meta example. So I would just go through my quiz funnel and kind of observe it from the entrepreneurial perspective as to how these things work. So it's MaeveFerguson.com forward slash lifestyle.

13:42And then that can kind of go through that as an observer to see the quiz funnel, how it works with the micro offer is at the back end, and then that ascension process into the coaching programs at the back end. And then on social, the best place to connect with me is on LinkedIn. Yeah. And again, all of those links are available at MaeveFerguson.com. And again, specifically, it's Maeve Ferguson. And Maeve is M-A-E-V-E to my American friends who don't encounter that name very often. Well, thankfully, that is the English spelling. If it was spelled in Irish, it would be a lot more complicated. Oh, okay.

14:21Okay, good. So MaeveFerguson.com forward slash lifestyle. Maeve, thank you so much for joining us. Thank you so much for having me, Josh.

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