{"id":10584,"date":"2017-04-18T18:54:18","date_gmt":"2017-04-18T18:54:18","guid":{"rendered":"https:\/\/www.process.st\/templates\/2-3-listen\/"},"modified":"2024-02-28T20:48:45","modified_gmt":"2024-02-28T20:48:45","slug":"2-3-listen","status":"publish","type":"post","link":"https:\/\/www.process.st\/templates\/2-3-listen\/","title":{"rendered":"2.3 The Survey Deployment Process"},"content":{"rendered":"
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1. The BIG PICTURE:<\/h2>\n
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At the risk of \u201cpreaching to the choir,\u201d I can\u2019t stress ENOUGH just how powerful and important deploying Surveys are in your business!<\/p>\n

Let\u2019s look at the problems most online marketers face\u2026<\/p>\n

My Facebook Ads won\u2019t convert (or they\u2019re too expensive!)<\/p>\n

My Webinar tanked (no sales!)<\/p>\n

No one is buying my stuff!<\/p>\n

No one is opting in for my \u201cfreebie!\u201d<\/p>\n

\u2026and the list goes on!<\/p>\n

Stop trying to be the psychic with the crystal ball, \u201cpredicting\u201d what your customers want!<\/strong><\/p>\n

It\u2019s so much easier to ask them. In fact, it\u2019s so darn easy, it will feel like you're cheating.  <\/p>\n

So, this is where we draw a line in the sand and pledge to no longer ASSUME (\u201cmakin\u2019 an ass out of U & ME\u201d) what our customers want.<\/p>\n

You\u2019ll no longer ASSUME you have the PERFECT PRODUCT that you know they NEED!  <\/p>\n

Sell them what they ACTUALLY want\u2026<\/p>\n

\u2026THEN you can give them what they really need!<\/p>\n

And the only want to know what they ACTUALLY want, is to ASK THEM!<\/p>\n

Ready?<\/p>\n

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1.1 Understanding The Big Picture<\/h2>\n
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<\/strong>If you want to find out EXACTLY what your audience wants, you can\u2019t just ask them, \u201cWhat do you want?\u201d<\/p>\n

Why?  <\/p>\n

Because most people are clueless to what they want. They have no idea! It\u2019s a question that will stump them.  <\/p>\n

Plus\u2026 they may THINK they know what they want, and it may not be what they really, REALLY want.<\/p>\n

So, instead there is a much easier approach:  You ask them for the OPPOSITE.<\/p>\n

\u201cWhat is it you DON\u2019T want?\u201d<\/p>\n

Or, in other words: \u201cWhat is your #1 Biggest Struggle or Frustration?\u201d<\/p>\n

This beautiful question is the focal point in Ryan Levesque\u2019s book: ASK<\/a><\/strong>. I can\u2019t recommend it enough. If you want to take this conversation about Surveys deeper, GRAB THAT BOOK NOW!<\/p>\n

When you ask your audience what they don\u2019t want, they\u2019ll immediately tell you all the problems they have. You see, that\u2019s how the brain is wired. It\u2019s a survival mechanism. Our brain looks for problems, danger, and threats. And it focuses on them.  <\/p>\n

So, when you ASK someone what their struggles are, they\u2019ll tell ya!<\/p>\n

And it\u2019s simply your job (in the Data Interpretation Phase) to figure out HOW TO REMOVE THEIR PROBLEM!  <\/p>\n<\/p><\/div>\n<\/section>\n

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2. Setting Up Your Survey:<\/h2>\n
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Setting up your survey is simple! SurveyMonkey<\/a><\/strong> is a great tool to use for setting up your survey.<\/p>\n<\/p><\/div>\n

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2.1 How To Create Your Survey<\/h2>\n
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In Survey Monkey<\/a><\/strong>, click \"Create Survey\" in the upper-right corner.<\/p>\n<\/p><\/div>\n

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If you have not created a Survey before, you can create one from scratch.<\/p>\n<\/p><\/div>\n

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Select the option to add a new question. On the top left, you will see the option to choose multiple choice, dropdown options, rating options, etc. Repeat this process for all of your questions.<\/p>\n

Best Practice: <\/strong> Only ONE Question per page.  Multiple questions will quickly overwhelm and deter your audience.<\/p>\n<\/p><\/div>\n

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You can customize your Survey on the lefthand side of your SurveyMonkey window.<\/p>\n<\/p><\/div>\n

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2.2 One Question<\/h2>\n
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In my latest round of asking, I conducted two different types of Surveys. The first was Ryan Levesque\u2019s Deep Dive Survey with the ONE Question. <\/p>\n

Question #1: When it comes to building your online business, what is your #1 BIGGEST Struggle or Frustration?<\/p>\n<\/p><\/div>\n

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And then, I offer an optional \u201cfollow-up question\u201d asking for their niche and their contact information.<\/p>\n<\/p><\/div>\n

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Question #3 asks the respondent to leave their contact information.<\/p>\n

And WHY do we do this?<\/strong><\/p>\n

The reason is simple. Question #1 flushes out the problem, the pain, and the unwanted.<\/p>\n

Question #2 tells us more about WHO this person is (or how they identify themselves) and Question #3 QUALIFIES this user. By leaving their contact info, they show just how SERIOUS they are about solving this problem.<\/p>\n

As you\u2019ll learn in the Interpretation Phase, I put far more weight into the responses that include contact information than the ones that don\u2019t.<\/p>\n<\/p><\/div>\n<\/section>\n

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2.3 Six Questions<\/h2>\n
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Next I made a second Survey to a different segment of my audience. In the next section, I\u2019ll talk about the power of segmenting and who you should really be sending your Surveys to!<\/p>\n

But, so you have a little more context, I sent THIS survey to everyone who went through my LAST video series for my Signature Marketing Program: Business By Design.<\/p>\n

It was made up of 6 questions (I know it sounds like a lot!).<\/p>\n

Here they are\u2026<\/p>\n

The 6-Question Survey:<\/strong><\/p>\n

#1. Have you ever tried _____?  If No, why not?<\/p>\n

#2. What is your #1 Biggest Struggle or Obstacle?<\/p>\n

#3. How are these problems affecting you?<\/p>\n

#4. What is the ideal Solution?<\/p>\n

#5. What are you hoping to achieve?<\/p>\n

#6. If you could sit down and ask me any question, what would it be?<\/p>\n

The POWER of these 6 Simple Questions<\/strong><\/p>\n

Even though there are more questions here, and you may not get as many people to fill out ALL of them, each of these questions offer a very specific intention or purpose. Let\u2019s take a closer look\u2026<\/p>\n

#1. Have you ever tried _____? If No, why not?<\/strong><\/p>\n

When someone answers \u201cno\u201d and shares why not, you\u2019ve just found your audience\u2019s OBJECTIONS.  <\/p>\n

For example, if I ask, \u201cHave you ever tried using VIDEO to market your business? If no, why not?\u201d<\/p>\n

And the response is, \u201cI don\u2019t like how I look on camera.\u201d<\/p>\n

I now have an OBJECTION: \"I don\u2019t like how I look on camera\/video.\"<\/p>\n

Now it\u2019s my job to address that objection in my marketing.<\/p>\n

I can either a) HELP people look BETTER on camera (i.e. better lighting, etc) or I can b) TEACH them how to make videos WITHOUT being on camera.  <\/p>\n

Objection destroyed!<\/p>\n<\/p><\/div>\n

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#2. What is your #1 Biggest Struggle or Obstacle?<\/strong><\/p>\n

This is our PAIN question from before. This question helps us to identify the EXTERNAL PROBLEM. Remember, when someone tells you what they are struggling with, you can simply look to the SOLUTION or removal of that pain. Ask yourself, \u201cHow can I help this person? What is the solution?\u201d<\/p>\n<\/p><\/div>\n

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#3. How are these problems affecting you?<\/strong><\/p>\n

This question gets us to probe the INTERNAL PROBLEM. The feelings, emotions, and thoughts they feel. Ultimately, this is the negative experience this person is trying to avoid. When you know this, your message becomes extremely powerful.<\/p>\n<\/p><\/div>\n

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#4. What is the ideal Solution?<\/strong><\/p>\n

This questions helps us to identify the EXTERNAL SOLUTION. How do they want their life to look. What solutions are they thinking about already? What do they want their day to look like.  <\/p>\n<\/p><\/div>\n

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#5. What are you hoping to achieve?<\/strong><\/p>\n

And this question offers the INTERNAL SOLUTION. This is the positive emotion, feeling, or thoughts they are moving towards (or wish to move towards)<\/p>\n<\/p><\/div>\n

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#6. If you could sit down and ask me any question, what would it be?<\/strong><\/p>\n

And lastly, this question allows us the opportunity to see\u2026 what else? This question alone can give you content and topic ideas for months!<\/p>\n<\/p><\/div>\n

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3. Deploying Your Survey:<\/h2>\n
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After you have entered in all of your Survey questions and customized your Survey, click 'Next' to get deployment options. Choose the link that you will use to deploy your Survey.<\/p>\n<\/p><\/div>\n

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3.1 Your Link<\/h2>\n
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If you would like to embed your Survey on a webpage, click \"Embed,\" and SurveyMonkey will give you several options for inserting your link.<\/p>\n<\/p><\/div>\n

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You can then customize the size and color of your Survey as it will appear directly on your site as an embedded Survey.<\/p>\n<\/p><\/div>\n

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Now that you have the link to embed your Survey onto your hosting site, you can then send your Survey to your audience!<\/p>\n<\/p><\/div>\n<\/section>\n

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3.2 Asking Your Audience<\/h2>\n
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So\u2026 who do you send your Survey to?<\/p>\n

I think it is a very bad practice to put your Survey in front of anyone who doesn\u2019t already know you. Spamming other random Facebook Groups with a link to your Survey is a poor approach.<\/p>\n

Here\u2019s why\u2026<\/p>\n

Your audience (no matter how small!) is YOUR audience. They have rapport with you... a relationship with you. So, not only do they feel like they can open up to you and share authentically\u2026 BUT\u2026 YOU are unique. You are special. You\u2019ve attracted a specific type of audience. And you will continue to attract that type of audience. So to ask ANOTHER type of audience is pointless.<\/p>\n

For instance\u2026<\/p>\n

Ever since I got married, I\u2019ve noticed this bizarre phenomenon: more and more Couple-Entrepreneurs have been joining my programs. In fact, 40% of my high-level Mastermind group is made up of Husband & Wife Teams.<\/p>\n

I have NEVER had that experience before. So\u2026 why now? Well, it\u2019s simple: as I share my story about how my wife and I work together, it attracts others who are LIKE me. Other Husband & Wife Teams resonate with me and want to learn more from me.  <\/p>\n

YOU are you. And others resonate with the uniqueness of you. They are drawn to you for the uniqueness that makes you... YOU. So\u2026 going to someone else\u2019s group and asking THOSE people what they are struggling with is a waste of your time! Make sense?<\/p>\n

Okay, so to whom do we send our Survey?<\/p>\n

Answer: <\/strong>YOUR Community! Your email list. Your Facebook Group (or Page!), or wherever else your peeps are hanging out!<\/p>\n

In fact, here is one of the emails I sent to my email list asking them to fill out my Survey:<\/p>\n<\/p><\/div>\n

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Asking is Easier Than You Think\u2026 just tell them WHY<\/strong><\/p>\n

Don\u2019t over think this. If you have an engaged audience\u2026 just ask! Just make sure you tell them WHY you are doing the Survey (and the answer is never: so I can sell you stuff!).<\/p>\n

If you read the example above, you\u2019ll notice I\u2019m simply asking people to help me with \u201ctopic ideas\u201d and content for my podcast and videos\u2026 content that will help them!  <\/p>\n

That\u2019s it. No bribe. No incentive. Just a simple, \u201cHey! Help me help you!\u201d  \u2026and a link to your Survey!<\/p>\n

Ok, let\u2019s talk SEGMENTING!<\/strong><\/p>\n

This topic becomes more relevant the larger your email list becomes. The basic segment begins with:<\/p>\n

Segment A: Existing Customers<\/p>\n

Segment B: Non-Customers<\/p>\n

If I wanted more of Segment B to become Segment A, I would email Segment B a Survey and ask them, \u201cWhat are you struggling with?\u201d Make sense?<\/p>\n

But even those two segments can be broken down further.<\/p>\n

Segment A: Existing Customers <\/strong><\/p>\n

\u2026can be broken down into all the different products you have (ex. Product A Customer vs Product B Customer)<\/p>\n

And Segment B: Non-Customers<\/strong><\/p>\n

\u2026can be broken down into different traffic sources (How did they find you? Which lead magnets did they sign up for?) or what previous actions\/behaviors they\u2019ve taken.<\/p>\n

In fact, we did something rather interesting\u2026<\/p>\n

Since my Survey is to help craft my Video Series for my next Business By Design launch, I sent the FIRST Survey to everyone who watched the LAST video series but didn\u2019t buy (that is my MOST relevant audience right now, and I pay close attention to their responses).<\/p>\n

But there is SO much more you can do\u2026<\/p>\n

You can send a Survey out right after your launch asking people why they didn\u2019t buy.<\/p>\n

You can email your existing customers and ask WHY they bought? What else they are struggling with? What else the product\/offer needs?<\/p>\n

You can add a Survey to your funnel or opt-in.<\/p>\n

The options are endless! The goal is that you ACTUALLY DO IT!<\/p>\n

\u201cBut James! I don\u2019t have a big email list!\u201d<\/strong><\/p>\n

Good! You have a leg up on the competition!  A small list means you can do things that bigger businesses can not!  Side note: I must stress that it should be your #1 goal to GROW your email list. It\u2019s okay to have a small list now, just make sure you are ALWAYS focusing on growing it.<\/p>\n

So, if you have NO email list, well, you\u2019re gonna have to get started. And it\u2019s not the intention of this process to jump into list-building, but the simple answer is: start running FB ADS to a webinar or something and build your list. Building your list means building your business. And if you are saying, \u201cBut James I don\u2019t have the money to pay for ads,\u201d  that\u2019s because you aren\u2019t building your email list! No list, no money!  <\/p>\n

\u2026and your only other option for building your list is to spend MONTHS of hard work building your list organically\u2026 and I\u2019m sorry, but your TIME is much more valuable than your MONEY. You can\u2019t really get time back, can you?<\/p>\n

Okay, okay! Rant over\u2026 let\u2019s talk tiny list!  <\/p>\n

If you have 50-800 email subscribers, your job is easy! Don\u2019t send them to a Survey! Just ask them to hit \u201creply\u201d and share their answer in their email!  <\/p>\n<\/p><\/div>\n

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3.3 Bonus: The EXIT Survey<\/h2>\n
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Below is an example of an \u201cExit Survey\u201d I sent people who did NOT sign up for Business By Design, and notice that I didn\u2019t send them to a Survey, I just asked them to hit \u201creply\u201d and let me know why!<\/p>\n<\/p><\/div>\n

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If you have a small list, you can do the SAME THING!<\/p>\n

ex: \u201cI\u2019m working on some new content for this quarter, and I was hoping to get your feedback and input into what you need help with right now. Please take just a quick moment to share with me what your #1 BIGGEST struggle is when it comes to ________.<\/em><\/p>\n

Simply hit \u201creply\u201d and let me know!<\/em><\/p>\n

I promise to read each and every email!<\/em><\/p>\n

Thank you!\u201d<\/em><\/p>\n

BOOM! Easy, right? Well it should be\u2026 AND this actually makes it easy for your subscribers to give you the answers you\u2019re looking for!<\/p>\n<\/p><\/div>\n<\/section>\n

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4. Interpreting The Data:<\/h2>\n
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After your Surveys come in, this is the absolute crucial piece. Please don\u2019t rush this. Don\u2019t make the mistake I used to make and ASSUME you know what your peeps want and need.<\/p>\n<\/p><\/div>\n<\/section>\n

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4.1 Read Each Response Aloud<\/h2>\n
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Step #1: Read each Survey Response aloud and slowly. Or better yet, have someone read them to you.<\/strong><\/p>\n

Just stay present to each response. Try and get their world. How do they feel? What is this like for them?  Just listen. Don\u2019t jump to solutions yet. Listen. Stay present.<\/p>\n<\/p><\/div>\n<\/section>\n

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4.2 Problem\/Solution Spreadsheet<\/h2>\n
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Step #2:  Create a Two-Column Spreadsheet with Problem & Solutions.  <\/strong><\/p>\n

You\u2019ll want to write out EACH problem from all the Surveys. You\u2019ll also want to take note of which responses are most popular. I tally up the responses and rank them in order of \u201cpopularity.\u201d That\u2019s important.  <\/p>\n

Then, after I write out each summary of the \u201cproblem,\u201d I list out examples of possible solutions. Content, training.. anything I can offer to help remove the problem.  <\/p>\n<\/p><\/div>\n<\/section>\n