This Tool will strategically & tactically take your businesses to the next level

You have a whole process in the book to think through. I mean, there's so much but thinking time. And I want to talk about thinking time. And have you described that process? Why is it so important? And it slows people down so that they can go faster and so that they can not build a machine for the problem that isn't right. And there's so much knowledge and skills, especially in this room. I mean, everyone here has had a certain level of accomplishment because they wouldn't even be in this room if they hadn't. And at the same time, taking this knowledge and wisdom that's within them and being able to flesh it out by simply asking themselves the right questions and giving themselves the time to come to that is your thinking time process. So I'd love to have you describe that.

Great. So this will have some amount of strategic and a greater amount of tactical, because the tactical is kind of important, because the tactical is what it allows it to become a ritual. So the key to thinking time is to start with a powerful question. The piece of paper that Joe passed out asks you to write down one of your problems, challenges, or opportunities. And what would have made that piece that your response very successful would be if it was framed in the form of a question. So the instant a problem is framed as a statement, your brain will shut down because you just said it's true. Right? I'm poor, I'm single, I have. My sales are inadequate. That's a statement. And what I want is a question, because the question is going to be the thing that opens everything up. And so the question might be, how might I. So that I can. How might I increase revenues by 20%? And maybe I want to insert a guardrail right there. How might I increase revenues by 20% and on less than $1,000 a month budget? So I just put in a guardrail so that I can drop an incremental ten grand in my bottom line every month. So the power is in the question. Albert Einstein was a professor at Princeton for 20 years. In his third semester of teaching, Albert's fellow professors came to him and said, dude, they're onto you. And Albert said, what do you mean? And his fellow professors said, the students have stopped studying because you keep giving the same final exam questions every single semester. They're on to you. These are smart kids. They said, you got to change it up. Otherwise they all have passed around the test. They know what's coming. Albert said, I'm not going to do it. And they said, you got to be kidding me. Albert you got to change the questions. He said, not going to do it. And they said, why? And he said, because the answers keep on changing. I want you to think about that in the context of your business, in the context of your competition, in the context of the price of oil or who's in the White House, or interest rates or alliances or networks that you have available. The answers keep on changing. And so what I need to get good at is figuring out the question. The saying I have is smart people have really good answers. Geniuses have really good questions. The key is, can I find the question that I need to ask before I start my thinking time? And the Road Less stupid has got 704 questions that I've used or variations on those themes. Out of the thousands more that I've created, these are some of the best. These are the best 704 questions I got. I've been doing thinking time for 25 years, 28 years, and I do it three times a week. It lasts for 45 minutes. I turn off my machines. I'm not in front of a computer. I have a kitchen clock, a timer that I set for 45 minutes. So I'm not constantly picking up my phone or glancing at the clocks in my office. And I got a chair that I sit in. And the only time I sit in this chair is, is what I'm going to think. I got a big chief tablet and I got a pen. And the only time I touch this pen, sit in this chair with this tablet is when I'm about to think. I've pre framed my thinking time with a question that I've developed that I need to ask myself that would I'm going to think about. And the idea of thinking time is not to come up with the right answer. The idea of thinking time is to come up with a lot of answers. You know how to have a great idea? Do you know how to have a great idea, have a lot of them and pick the best one? That's exactly what we want to do. We want to have a lot of ideas. And the thinking time process is all about can I generate more, more ideas, more possibilities, more choices than what I have today. So here's a discipline. That's what thinking time is. It's a discipline that says if I can sit quietly, if business is an intellectual sport, which it is, in my opinion, and if I'm going to be successful in solving problems or taking advantage of opportunities or identifying risk or figuring out what the obstacle is as opposed to the symptom, if I'M going to be successful in that I need to stop reacting, I need to stop lurching. And what I need to start doing is thinking about here's possibilities. And when I'm done with thinking time, the alarm goes off. When I think it looks like this, I'm in my chair, I get all settled in, I got to get my body really, really still, which my body is going to interfere with my thinking. So I always clear my throat, I take a sip of water, I do whatever I need to do. Ooch, my butt. I get very, very still. I've got my question or questions on my piece of paper. I start my timer and I literally have my hand over my eyes so that I'm not, I'm only looking down. If I look up, I get distracted and I go into 45 minutes and then the buzzer goes off and then I look and say, okay, well which one of these answers or which ones do I need to think more about? I've yet to have a thinking time in 28 years. I've yet to have a thinking, thinking time that didn't add massive value. Has anybody in here taken, I know several of you have taken four day mba. You've heard me say this. Take away all my skills, take away all my money, leave me only thinking time, I'll get it back.

Is there a quick way to, to tell how you met Sandy and what you said to her? If you go through the how you met her, that could take a long time. Because I know this story, it's great. But when you sat down with her on your date and you asked her a question, could you tell that story? Because I think it's not only useful in terms of Keith Cunningham dating advice, but I also think it's actually really relevant to people's clients and customers and simply finding out what is important to them.

So we're on our first date. We had known each other 15 years prior and hadn't seen each other in 15 years. This is the first time we had seen each other. And it's a first date. We're three hours into the first date. It is a spectacular first date. And I looked at Sandy at the end of three hours and I said, I'm about to ask you a question I've never asked another woman in my whole life. And she kind of braced herself and said, okay, what is it? And I said, what do you want? And she said, what? I mean, what do you mean, what do I want? I said, what do you want in a man? What do you want In a relationship. I said, at the time, I was 50 years old. I said, I've been single for 10 years. And I said, I. I have been playing whack a mole and pin the tail on the donkey with every woman I've been out with for the last 25 or 30 years, and I'm tired of it. I need to know what you want. She, she looked at me and said, oh, that's easy. She said, I want to be loved and adored. And I asked the waiter to come over and bring me a pen and a piece of paper. And I wrote down, Sandy January 4, 2001. Loved and adored. And I looked at her and I said, now tell me every single thing that needs to happen for you to feel loved and adored. And I started writing. And she talked for an hour and a half. I'm talking high maintenance here, right? And I'm writing it down, writing it down. And at one point, literally at one point in this hour and a half, she said, and I want a note every day. I said, you must be kidding me. I tried to make myself right. I couldn't, I couldn't. I said, every day. My God, what if I forget? She said, I'll remind you. And she, she does, right? I mean, at 3 o' clock in the afternoon, if there's no note that's been sent, she'll send, she'll send me a little text and say, did the mailman break his leg? I go, oh, shit. I start. So, so the idea, to me that you're referencing, the idea is, look, find out what they want. The key is find out what they want, not what you want. Don't fall in love with what you want. Fall in love with your customers. What do they want? And we make the mistake of business owners of believing that the key is to figure out what we're passionate about. We don't, we're, we don't have the money. Our customers have the money. Why don't I fall in love with the customers? Why don't I fall in love with something that can love me back? Falling in love with my product, Falling in love with what I do is, to me, intergalactically stupid. Why would I fall in love with something that doesn't love me back? Let me fall in love with customers. Find out what they want. Go and get it. Go and get it and give it to them. If I can do those three things, it turns out I love writing the note because Sandy loves getting it. And if you would have asked me what the key to this woman's heart was asked me to think about it for a hundred years. At no point in time would I have written down or thought, oh, she wants a note every day. Find out what they want, Go and get it, give it to them. Sandy's very smart. She. Here she is right here. She's prettiest woman I've ever met in my whole life. And thank you for loving me.

Thank you.

Sandy's very smart. She asked me for the piece of paper. When she finished, she wrote down, what do you want? I said, okay, let me tell you all three things, right? There's only three. So I told her all three. And it's been really, really good. Thank you. Thank you very much.

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below in the description. Or you can wait till the end of this video, or you can Simply go to joe'sfreebook.com and you can get a copy there. You know, it's got me thinking a lot, too. The impact filter, the tools, what me and Jason Fladlin have been doing, talking to prospects. I mean, I'm doing the biggest deep dive into what do genius network members, what do you Genius network prospects, what do they actually want? Because there's so many different places that people could get learning and devote their time. And the challenge is, you know, it's the whole paradox of success sort of thing, the paradox of choice. There's so many choices available that I really, you know, I really want to know what my clients and members really want and looking for. Because me and Alex Mendozia, we did a program in 2003 called Stick Strategy Secrets. And it to this day is one of the best training programs that I've ever done that, you know, we've. People have made millions with that program and implementing it. And so we're doing a stick strategy secrets 2.0 that we're going to start recording in the beginning of next year. And so much of it has to do with what do people want and teaching people like, you know, Dean Jackson, who I do my podcast with, is here. You know, he has his before unit, during unit and after unit, before the sale, during and after the sale. And so, so much of just being a relationship marketer and having clients coming back and back is, you know, it's the difference between the pickup artist that get a phone number or an email versus someone that actually sustains a relationship. And so all of this, the reason I'm bringing this up is that, you know, all the things that I'm doing that you see me doing, even the impact filter at the beginning here, is all based on just learning what it is people want and delivering it to the best of my ability. Every speaker here, every person, every people, the dominoes that they're telling me would be important to them. So critical. So if you had to give your most prized business, money and wealth advice to your children or to children in general, what would you tell them? The most prized business advice?

I think the wisest thing I ever heard was in the middle of my do over time, my timeout box, and I had a very, very, very wise man say to me, keith, hell on earth would be to meet the man you could have been. I that's now been 30 years ago. There has not been a day in the last 30 years where I haven't thought about that idea. I heard somebody say one time that the, at the end of most people's lives, their biggest, their biggest regrets are not for the things they did, but rather for the things they didn't. And I want to be able to meet the man I could have been, look that guy in the eyeball and say, I know you. I am you. I think the opportunity that all of us have. And if I could give my children advice and they've heard this play for keeps, this thing goes really, really fast. And the older I get, the faster it seems to go. I've been aware for a long time that there is a tension that I have. And the tension is I'm not particularly excited about growing old. On the other hand, I'm not really that interested in dying. Right? And those two are somewhat incompatible thoughts, right? So I'm aware that this thing goes really fast. And I'm aware that if I don't play for keeps, if I don't play at a level of mastery, if I don't play at a level of excellence. So to me, success is getting there and excellence is staying there. And how do I need to think about my life in terms of creating the excellence and mastery so that I don't have a regret of meeting the man I could have been?

Yeah, that's awesome.

What is a quiz funnel? This is just kind of warm up material to kind of get us and our brains all thinking in the same direction. So what is a quiz funnel? A quiz funnel, in a nutshell, is when someone lands on your website instead of trying to sell them your thing, instead of trying to get them to sign up for your webinar instead of trying to promote your product or service straight out of the gate. When someone lands on your website, you begin by asking a series of questions to better understand their situation so that you can customize the product, the offer, or even the message based on that person's situation. And I'm going to go through a few examples and one of the themes of our day here today is you're going to see me go through a lot of different examples together. And the reason for this is I want to kind of infuse your brain with ideas from all sorts of different markets, types of businesses, hopefully get the creative juices flowing for you to start thinking about what this might look like for you and your business. So kind of keep that in mind. I encourage you to have something that you're ready to take some notes with, whether that's a piece of paper and a pen or if you're like me and you like to use your iPad to keep notes to do that. And as and when you have ideas, I encourage you to just jot them down, maybe on the right hand side on a piece of paper that you've got going. So let's take a look at an example of a quiz funnel in action. So the first example that I want to share with you here is a quiz funnel that some of you may be familiar with. It's in the golf space and it's a swing killers quiz. And the premise of this quiz looks like this. You can see here is a landing page. This is Jim McLean, and on this landing page is a video. And the premise behind this quiz is hi, my name is Jim McLean and I've been helping golfers for the last 25 years. And I found that every golfer from the rank beginner to the season tour pro suffers from one of several what we call swing killers. These are mistakes that you make in your golf swing that prevent you from hitting with power and distance and consistency. And I've learned by simply asking a few simple questions, I can identify what your number one swing killer is in under 60 seconds. All you need to do is click the button below, answer a few simple questions, and I'll see you on the other side with your number one swing killer and what to do about it. And we proceed by asking a series of questions to much like a doctor, diagnose that person's situation and ultimately prescribe the right solution. I'll give you another example. This is an example that we co created with Amy Porterfield now, if you're not familiar with Amy, Amy helps digital marketers course creators, and she has a program called the digital Course Academy dca. It's a program for teaching people how to build an online course. And she created a quiz called what type of course should you create for your business? And she begins with a landing page that looks like this, asks a series of questions, and based on that information, recommends what type of course is right for you. Should you create a starter course or a signature course or one of the other types of courses? And then that seamlessly leads into her offer, which is to sell her program on how to create an online course. Now, that's what a quiz funnel is. Before we kind of dive into our work together, I want to set the stage for talking about why quiz funnels. So the million things you could be doing in in your business, you could be doing webinars, challenges, video, sales, letters. There's a million things you could be doing. Why quiz funnels? Well, there are five really important reasons that I think are important to recap before we dive into the work we're doing here today. And that begins with reason number one, incredibly cheap leads. When you put a quiz funnel as the front end of your business, the front end of your marketing funnel online, you can often cut your cost per lead down by anywhere from 1/3 to 1:10, the cost of what you'd otherwise pay, and a few examples of these numbers. This is Mastin Kipp. He's an author. He is an expert in the personal development space, and he used a quiz funnel and was able to cut his cost per lead from $6 a lead to $0.76 per lead. This is Sean Penrod. And Sean in the marathon running market was able to cut his cost per lead from $2.59 to $0.23 per lead by using a quiz funnel at the front of his marketing. This is Beryl Young. Beryl was able to cut her cost per lead from $1.67 to less than 14 cents per lead. And when I say lead, what I'm talking about here is email subscribers. So that's the cost that people are paying to generate an email subscriber. So as you think about what you're paying in your business right now, whether you're paying $1, $5, $10 to generate an email subscriber, imagine cutting that cost per lead by 1/3 to 1/10 the cost. That's reason number one. Now, reason number two is as follows. People always say, great, Ryan, you get some cheap leads. But how do the Leads convert. Well, that takes us to reason number two, incredibly high conversion. And what I mean by that is you can generate incredibly high sales conversion on the back of your funnel. And the reason for that is because you can customize your copy and your offer instead of selling to people in a one size fits all way, you can ask a series of questions to understand their situation, customize your copy and your offer based on their answers and you can often double to triple your sales conversion rate on the back end when you do this. I'll give you an example of this in action. This is a company called Snack Nation. CMO of this company, one of the co founders, Andy Mackensen, decided after hearing me deliver a training like this, decided to reach out, ask for a little bit of help and do a test on his landing page to see how a quiz funnel would perform against their best performing control funnel. And after 90 days we looked at the results. You can see here the old homepage compared to the new quiz homepage. He was able to triple his revenue. He's able to cut his sales lead time, his sales cycle from 11 days to eight days. He was able to get a higher average order value, he was able to get higher repeat buyers and he was able to triple his business landing on the Inc. 500, generating $24.2 million a year on the back of this strategy. Now, reason number three, why quiz funnels? It's not just about cheaper leads and higher conversion. It's also about incredibly high volume.

Hey, I hope you're enjoying this video and I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below in the description. Or you can wait till the end of this video or you can Simply go to joe'sfreebook.com and you can get a copy there.

See, when you have a quiz funnel, you have the opportunity to explode the growth of your business. You can grow your business by anywhere from 10 to 50x on the back of one of these quiz funnels. And the reason for that is because a quiz done well and done right can go viral. It can go completely viral and explode in your marketplace. And I'll give you an example of this. This is Luis Carlos and his wife Gabby. They are in the parenting market, in the Hispanic market, in the Spanish speaking world and they decided to do a quiz funnel and they created a quiz funnel around identifying your parenting type and the quiz funnel went completely viral. Now I'm going to share Some numbers with you that are going to sound like I'm exaggerating or I'm making them up, but these numbers are actually understated. I'm understating these numbers somewhat. They launched their quiz funnel and check it out, in less than 10 days they generated over 1,018,522 email opt ins. They blew grew their list by over a million people in less than 10 days. And they did it at a cost per lead of just 26 cents per lead. And in terms of their ROI, in the first 30 days they made a 4x ROI, meaning that they spent about 260,000 and change in traffic and they made over a million dollars on those leads in the first 30 days. And that does not count any of the back end revenue, follow up revenue or recurring revenue that they've generated off of that audience. Why quiz Funnels? Reason number four, not only does this give you incredibly cheap leads, incredibly high conversion, and the opportunity to explode your business and scale in a major way, you also have access to incredibly valuable data. Quiz data is an incredibly valuable asset. In fact, for those of you who are thinking about maybe selling your business at some point, you can increase the value of your business by 100x and I'll show you a few examples of this. So this is a little company called HealthIQ. And a few years ago they decided to disrupt one of the oldest, stodgiest, most conservative industries in the entire world, the life insurance industry. And the life insurance industry has been around for over 500 years. It's an industry that is known for very little innovation, little disruption. But they decided to create a new paradigm where they used a quiz funnel to build their audience. And as a result of this strategy, we're valued at $450 million. In less than just a few years of being in existence, they built a half a billion dollar company. Now the reason for this is because the database that they've built, the database of leads and customers, is not just limited to knowing a person's name, email and their physical address, but they have 25 different data points off of this list of people. Now, if you think about the most valuable companies of our generation, the Googles, the Amazons, the Facebooks of the world, what do they all have in common? They know more about us and have access to more data on us than anybody. Using a quiz funnel is a way to democratize access to that data, take it out of the hands of big tech and put it into the hands of you and your business. And I've been Involved in a few exits that have generated incredible numbers based on this strategy. So remember that golf example that I showed just a few minutes ago? This is a little company revolution Golf. Started by three golf buddies. We launched a quiz funnel. Together we built an audience of over 2.1 million golfers. And then one day we got a phone call from a tiny little company called NBC. Reached out and said, hey, would you guys be interested in possibly selling? And the Golf Channel, in partnership with NBC Golf, made an offer to acquire Rev Golf for over $50 million to grow their audience, to boost their digital audience, in this case to over 15 million people. Did it again in the business funding space. Built a quiz funnel with a little company called Swift Financial. We built a quiz funnel called Loan Builder, which was a quiz to help people help small business owners determine what type of business funding is right for you based on your circumstances. Started by an ex MB and a employee, Ed Harike. Ed reached out to me. We built a quiz funnel together, built a list of over 20,000 customers, and one day got a phone call from a tiny little company called PayPal. And PayPal made an offer to acquire Swift for over $183 million. So why quiz funnels? Not only is it about cheap leads, high conversion, exploding the volume of your business and potentially dramatically increasing the value of your business in the event that you might want to exit at some point. But most importantly, not only does this help you better sell, but it helps you better serve. Of course you win for all the reasons that we've talked about, but more importantly, your customer wins. And I'll show you an example of this. This is Dana Abraham. She's a mom, three kids. You can see here with her husband Jason on a road trip with their kiddos in the backseat. And she recently, last year decided to launch a quiz funnel. She generated over 10,000 leads in 14 days. Had her first million dollar year in less than 12 months on the back of her quiz funnel. And the feedback that she's gotten from her market is that you've changed my life. And Dana helps parents with outside the box kids. So kids that are on the spectrum, kids who have been rejected by traditional schools, kids who have been diagnosed as having learning disabilities. And she's helped parents with kids in that situation. And she's been able to make an incredible impact by reaching so many people that she otherwise wouldn't have reached. So whether you are looking to sell via a webinar on the back of your quiz, like Michael Hyatt here with the quiz that we Co created called the Platform Assessment Quiz that does over 200,000 doll month. Whether you're looking to do a new launch and you'd like to use a quiz as the front end of your launch to explode that launch, like Amy's $5 million launch. Whether you're looking to sell information products like Charlie Wallace here with his guitar Progress Killers quiz, by the way, Charlie went from nothing. He was literally trying to make it as a musician sleeping in the backseat of his car with his bandmates and decided he needed a way to make money. He reached out and decided to use a quiz funnel to build a business in the guitar training space. Went from nothing to $2.2 million a year while he was in his 20s. Named one of the top 10 entrepreneurs under the age of 30 by entrepreneur and was able to fund his dream, as you can see here, launching his debut record that hits the Billboard charts at number 12. All of which was made possible with this. Whether you're looking to sell E commerce like Buck Rizvi and Steve Siskind, we created a quiz funnel in the supplement space that does over $12 million a year. The weight loss type quiz. Or Andy in the physical product space sells a physical box of snacks that gets delivered to your door. Snack Nation, $24.2 million a year. Or in the case of Swift, selling the business for over $183 million. Or if you're just a total newbie like Neil Gordon here, Neil was literally driving for Lyft and less than a year later on the back of his quiz is now making $100,000 a month in the public speaking space. So I'm sharing these examples to get you excited, to get your mind sort of turning and your brain getting excited about. We're going to be covering here in just a minute, but we've got examples in all sorts of different markets from the security market to the relationship market to the Portuguese markets. As you can see here, business to business, business to consumer, the art market and beyond. For everyone who's excited for the possibilities, we're going to get a little bit of work done today. Important first steps. Step number one, first thing that we need to do is we need to confirm your offer. What is it that you're selling on the back of your quiz? And the reason for that is one of the biggest mistakes that people make when they create a quiz funnel like this is they create a quiz that is a staircase that leads to nowhere. This is not about creating one of those buzzfeed time wasting quiz like what Disney character Is your dog. It's not one of these quizzes. Those quizzes are great for getting people to take it, but they're not great for creating buyers. They're great for getting clicks, not customers. So it's important to have in mind the offer. We gotta begin with the end in mind. What is it that you think you're gonna be selling on the back of this? Are you driving people to a discovery call? Are you driving people to a webinar? Are you taking people to one of your events? Are you taking people to a physical product that you sell? Have that in your mind because that's gonna determine the type of quiz that we built. That's the first step. Second step is to convert confirm your big idea or the hook behind your quiz. And that's where we're actually going to start. We're going to start with your quiz hook, finding your big idea. Now, for those of you who were on the 10 minute talk that I did last month, who remembers the three quiz frameworks that we talked about? Remember, that was my assignment for you. I said if you choose to accept it, your goal between that talk and our time here today was to think about the three quiz frameworks and which one makes the most sense for you. So who remembers what they are? Post it in the comments. I'm just curious. Denise says number one was type, number two was killer and number three was score. Denise, you are the winner of the day. Great notes. Congratulations. Awesome. And for those of you who maybe either forgot about them or are hearing them for the first time, we're going to cover them one by one. So thank you, Denise, for that. So your hook, your big idea, your quiz starts with the big idea. It all starts with the thing that attracts people to take your quiz in the first place. And when it comes to creating a quiz funnel, it is all about the hook. It's all about that thing that's going to get people to start the process. Much like when you write a book, it's all about that juicy title. It's all about that juicy cover that gets people to actually pick up the book when they're browsing at Barnes and Noble and give it a shot. So it's all about the hook. Now I'm going to go through a few examples of quizzes here to kind of get your brain firing and thinking about what your quiz might look like. And then we're going to go into the process for figuring out your hook. So this is an example. This is Peter Johnston. He and his partner run a business called her business. He helps women in small business grow their business and get more of what they want in life. And he wanted to create a quiz that was a lead gen for membership. Wait list for a wait list for a membership that he was building. And so he created something called what's your networking personality? This is Alexis Fedor. She helps artists and she wanted to launch get more traffic to a webinar that she had created that was doing well, but she wanted more eyeballs on that webinar. So we decided to put a quiz on the front of that webinar offering her online course. And she created something called the Art Marketing score. This is Dr. Wilhass. He's a fertility expert, he's a physician. And he wanted to create a quiz to his online course, which is for a 14 day fertility cleanse for women trying to conceive and to optimize their natural fertility potential. So we created a quiz. What's the number one food harming your fertility? Take this quiz to find out now. So these are examples of hooks for quizzes that have performed well and are performing well in the wild. Question you might be asking yourself is how do you come up with your hook? Well, it all starts with this model that I want to walk you through. And it looks like this. It's called the quiz creation flow. Now, before we go any further, I want to let you know that you guys have access to a special set of resources that we have curated for you and you only. I'm going to ask that you keep this within the group. You don't share this on the outside because normally these are part of our paid programs and I just want to gift this to you. And to keep things super simple and straightforward, we have made a special Dropbox link available. And so, Chris, if you're able to post that Dropbox link inside the chat, that would be awesome. And then I'm going to walk you through what that looks like and we can go from there. And if we're not able to post that link. Let's see. I'm not seeing it. I see. Chris, be able to either text me or unmute. And Eunice, we may need to unmute or give Chris the ability to post it or Elliot, some of my team in chat. I'm not seeing it. Oh, wait, maybe I'm seeing it. Let's see, guys. Hey, Ryan, it's Elliot.

I'm unmuted.

I'm about to pass to that right now. Got it. Okay, awesome. Thank you, thank you, thank you. In the meantime, I'll Pull it up so you can see what you're going to be looking at. All right, so if we go to my screen here, you're going to see that there's a Dropbox link. It's a folder. Don't look ahead, don't jump ahead. There's a couple of resources that are going to be here. It might look like this when you fire it up, when you open it up, that has some cool stuff that we're making available to you and you should have it in just a second. It's in the content channel in Slack. You just scroll up just a little bit. I just don't have the ability to type into chat right now. And what we're going to be doing is we're going to be taking a look at this model right here, which is the quiz creation flow. And you'll be able to download this at your leisure. If we go back to my slides here and I'll get an alert as soon as this is available, it should be momentarily. I'm not sure what the delay is, but we'll get it going as soon as possible. All right, so this quiz create, you can see here the model for creating a quiz. Every quiz follows this format that looks like this. Attract, diagnose, prescribe. And you can further break down that format as welcome questions. And then a series of steps where we give people an outcome of their quiz so that we can sell the next step in our funnel, whether it's getting people to buy your products, watch your webinar, or what have you. Now, in marketing terms, what this means is this. We've got a hook that leads to an offer connected by a bridge. Now, the important thing to note with this is that you do not build your quiz in the same order that people take your quiz. Instead, you begin with the end in mind. You've got to get clear first on your offer. One second, I'm going to see if I can. Bear with me. One second, I'm going to see if I can get this. There we go. All right, Dropbox link is now officially inside the chat. So the document that we're looking at right here, if you want to pull it up, I'm going to go back to it. Here you go into Dropbox and you're going to see number four, QFBC Quiz creation flow. You may want to pull that up, you may want to download it to have it at your disposal. You can just click this download button right here. Direct download, pull it up and then you'll have it right there in Your browser so you can look along with me. All right, great. So it's a Dropbox link. It's inside the chat. You'll see it and we'll post it again if folks can't find it. So go back to my slides here. We want to begin with the end in mind. We begin with the offer first and then we move from the offer to the hook. And then from there we connect the offer and the hook with the bridge. Now I'll show you some examples of this in action before we go through the actual process of coming up with your hook. So few examples. This is Michael Hyatt's quiz. And in getting an echo, this is Michael Hyatt's quiz. And in his case, Michael is driving people to a sales webinar. He wanted to take people to a sales webinar to sell his multi hundred dollar product, which is a platform university offer. So the offer that we're driving people to is to sign up for the webinar created a quiz called the platform assessment to take people there. Here's another example. This is Masten Kip Masten wanted to sell people copies of his book. We used a quiz, what's your nervous system survival type? To take people to his book offer. Here's another example. This is Morgan Giss McDonald. She wanted to drive people to a discovery call to a sales call. And we used a quiz to drive people to a call to action to get people to do a discovery call with a member of her team. She helps authors publish their book. And we created a quiz called what is your publishing path? What publishing path is right for you? This is Dev Basu's digital marketing agency called Powered by Search. We want to drive people to a prerecorded webinar that is for his digital marketing agency, created something called the digital readiness assessment to drive people there. We already talked about Amy Porterfield. Amy wanted to drive people to her digital course academy program. In this case here, the program's not available for sale at the moment. So what she does is she uses the quiz to drive people to the wait list for her offer. So that way, the next time that she launches, she has a massive list of people who are ready and excited to buy. All right, now let's talk about your quiz hook. This piece right here, there are two pieces to every quiz hook and they are as follows. The first is what we call your quiz topic. Now, the quiz topic is going to be unique to you. It's going to be unique to your business, your market, and your quiz. It could be digital marketing, it could be metabolism. It could be your golf swing, it could be guitar playing, it could be blood sugar, it could be online courses, it could be a quiz about money. That quiz topic is going to be unique to you. Now, the second part of of your quiz hook is what we call the quiz framework. Now, this is where Denise's answer comes into play. There are only three possible quiz frameworks to choose from, and hopefully you've given some thought as to what that might be for your business. And they are once again, a type quiz, a killer quiz, or a score quiz. Now, I'm going to recap what each of these are, and I'm going to encourage you as I go through them to think about which one of these three types of quizzes makes the most sense for you and your business, beginning with a type framework. So a type framework is one where you're putting people into one of several buckets based on their type. Now, there's an interesting element of psychology behind why each of these frameworks works so well. With the type framework, we have to go to the research of two researchers known by the names of Berlin and Kay, and they postulated this interesting idea that our brains make sense of the world. We are inclined to make sense of the world by putting things into different groupings and categories. In fact, we do this as children, right? As a young child, what do you do? You learn about animals, and then you learn that everything's an animal. And then you learn that there are dogs and there are cats, and then you're able to put dogs in your mental dog bucket, cats in your mental cat bucket. And then as your brain develops further, you learn that there's the difference between a lion and a cheetah and a tiger. And you can put animals into the different sub buckets that you've created in your mind. It's our universal inclination to categorize things, even categorize ourselves. In fact, this is so hardwired in our psychology that even when something is presented in the form of an infinite spectrum like color, color exists on a spectrum. The division in color is an artificial construct that we use to help make sense of that rainbow. Our brain will naturally put these colors into red, green, purple and pink. We do this because our brain likes the certainty of this. So when we tap into the psychology, we see things like the MBTI personality Quiz, the Colby assessment, Sally Hogshead's how to Fascinate profile, Roger Hamilton's Wealth Dynamics profile, the Enneagram, and more examples of this in a marketing Context would be like, for example, the Proactive skin type quiz. Years ago, did work with the company Proactive to create something called the Skin Type Quiz to help people identify what skincare product is right for you based on your skin type. Following the same model that we looked at a moment ago. Attract, diagnose, prescribe. The weight loss type quiz. Here's Dr. Steve Siskind. We've created four different weight loss types based on your hormonal balance, your hormonal makeup. There are four weight loss types, type A, type I, type G, type C. And they all correspond to the weight loss hormone that is most likely most out of balance in your body. Based on a little bit of information, is it ghrelin, cortisol, adiponectin, insulin? What hormone is most out of balance? That determines what your weight loss type is. And based on that information indicates what your protocol should be for actually losing weight. It impacts what foods you should eat, what exercises you should be performing, and the supplementation you should be taking to help with your weight loss. Attract, diagnose, prescribe. That's the first type, the type framework. Second framework is what we call a killer framework. Killer framework taps into the psychology that the fear of loss is more powerful than the promise of gain. Here's an example here of that control headline that as marketers we're all familiar with. Do you make these mistakes in English? This is a control headline that ran for more than 50 years. And what you notice about this headline is it doesn't say how to speak better or how to speak more eloquently. It's do you make these mistakes in English? And this is for a correspondence course to learn how to speak better English. This example here that we looked at a moment ago, the golf swing killers quiz. This is one where you're identifying the mistake someone is making in their life that's holding them back from achieving the transformation that you provide in your business, in your product, or in your service. Attract, diagnose, prescribe. Next, Charlie Wallace. Are you struggling to play the guitar? Could you be making one of these several mistakes in your guitar playing? What we call progress killers. Attract, diagnose, and prescribe. The third framework is what we call a score framework. Now this one here taps into a different type of psychology, taps into social comparison. The. Now, if you look at this right here, I think many of us on this call are old enough to remember what we're looking at here. Remember this thing here? Does that bring back some memories? I don't know about you. Every time I look at One of these things, it brings back memories for me when I was a kiddo, having to bring this thing home. Sweating bullets, by the way. Out of curiosity, I'm always curious with this group. Where are my straight A students? Raise your hand if you were like a straight A student growing up. Yeah, okay. Where are my C students? Raise their head. Yeah, I love it. Every time I do this, it's the same thing. The straight A students, you guys just raising your hand, all modest, don't want to show off, whatever. And then the C students are giving me the double middle finger in the camera, like, yeah, I was a C student, what have you. So you can take your guess if you think I was a C student or an A student. But I love it because it evokes so much emotion seeing something like this. And it's a label. Look at this. It's a label that we carry with us into adulthood. Right? We remember the fact that we were an A student or a C student or a B student or a D student or whatever. It's a label that we carry with us into adulthood. And it underscores why this is so powerful. Taps into social comparison theory that yet another way that our brain makes sense of the world is that we're constantly comparing ourselves to both ourselves and to our peers. We exist in a relative basis. There's no such thing as an absolute. We want to know how we're doing. Are we making more money than that guy over there? How come that she's lost more weight than me? How is it that he's further ahead in his career than I am? We're constantly comparing ourselves. It's just the way that we're hardwired. And so when you use a score based quiz, you can help people measure where they are in a spectrum where they are on a journey relative to either where they should be or relative to their peers. So as I mentioned, social comparison. Excuse me. Social comparison theory, first postulated by Leon Festinger. You can see here the fact that we as individuals have a drive to gain accurate self evaluations. We want to know where we stand in the world, what's our place? Are we in the top 1%? The top 10%? Top 50%? We have this drive to know where we stand. And you can use this to create a score based framework to help people evaluate where they are on a journey of progress. Create a gap between where they are and where they want to be, and then introduce your solution, your paid product or service, which presumably helps them fill that gap. So this is the Process your quiz Kickoff checklist. Now, if we go to our handouts and we go to the Dropbox link, the one that you want to be looking at here is as follows. The one that says number three. See the one that says number three, Kickoff Workbook. There are two main workbooks that we're going to be using here today. As I mentioned, this is a three, really three and a half day boot camp that I'm compressing elements of into the three hours that we have. And what we're covering now is what we do in our Kickoff workshop. So that PDF that you see, 03 QFBC kickoff workshop, you might want to click on that, you might want to download that to your computer, you might want to open that up. And I would recommend that you save it to your desktop. Do as I say, not as I do. Save it to your desktop. Because there are elements of this that in just a moment we're going to be filling in together. And I'm going to encourage you to play along. I know the tendency is to want to sit back passively, just enjoy the show. But my recommendation to you to get the most out of our time here together. The more that you are actively involved, the more that you resist the temptation to just sit back and actually play along. Have a little bit of fun with this. Don't worry about getting it perfect. Just put in your first couple thoughts. It's going to get the ball rolling. It's going to help make some progress. So this is my recommendation to you. Download that PDF and we're going to start filling some things in together based on our first initial ideas and initial thoughts on what your quiz might potentially look like. So let's take a look at our slides here and the process. Process is as follows. These six steps start with your offer. Brainstorm the topic, brainstorm the framework, brainstorm your hook. Make a short list of your top four ideas and then select your hook. So this is the process right here. We're going to begin with step one. Start with your offer. So I mentioned a moment ago, the first thing that you got to get clarity on is what are you selling on the back of this quiz? What's the point of this quiz? You're not just doing it for fun, right? You're doing it for business reason. You want to get more people to watch your webinar, more people to sign up as clients, more people to buy your physical products. You're doing something. The goal of this quiz is to generate leads and customers. So you want to get clear. Now, when it comes to your offer. There's some questions that are important and helpful to ask. Like for example, what's your most popular product or service that could be a great candidate to put on the back of a quiz? Quiz is a great way to scale something that's already working well. Which of your product solves a well known problem? If you have a new product that you want to launch in a big way, a quiz is incredible way to explode into a market with a new product. If you don't have a product, you're not sure what to sell, send people to a wait list. That's a great way you're not sure what you might want to sell right now. Put people to a wait list and as you'll see in a moment, you can use this wait list strategy to figure out what to sell or sell the next thing that you're planning on launching. You can build a list to make an offer in the future. Now, if you have no products, create a prelaunch list for your yet to be created product. Quizzes are a great way to create a prelaunch list. Whether you're writing a new book, launching a new course, create a prelaunch list using a quiz. The best way to build a list quickly for launch is to do so via quiz. I shared with you, Jamal Miller. I think a moment ago, Jamal has a quiz that he created. Why are you still single? He sells in the Christian singles market. You can see Jamal with his family here. Created a quiz, why are you still single? Generated over 10,000 leads in 14 days. Thing went viral. He went from making $17 an hour working for his church, trying to build his business part time to making over half a million dollars in his first year on the back of this strategy. Now, if your product is not available right now, you might say you have a seasonal product or something that you only open periodically, like with a launch or something of that nature. Build an interest list and you can swap in the offer when the product is available. So in other words, you can create a quiz where you don't necessarily have to have your sales process dialed in on the back end. You can use it to build a interest list and then swap in. Replace that wait list with a sales video for your product as soon as it's ready. So an example of this is Blue Melnick and Barry Baumgartner, the principals at Sage Events. Most of you I think know Barry and Blue. They are incredible in the event space to produce some of the biggest events in our industry, including Tony Robbins event last year and so we created a quiz. What type of event is right for you? They weren't quite ready to launch their course, so we use it to build an interest list, a prelaunch list for their offer. And before their offer was ready, we just sent them to a little video that looks like this. They built a list of tens of thousands of people for launching their offer. On the back of the strategy, let's say you're selling something now and you might want to sell something different down the road. No problem. You can use the same quiz funnel to sell a different product down the road. Your post quiz prescription can be changed. You can change it from a book to a course to coaching to an event. You can have one quiz that is so flexible, all you need to do is swap out the outcome page on the back end. I mentioned Mastin Kip. His example is the one that I shared here. He literally went from selling his book to selling his course. The only thing he changed was the page he was sending people after they took his quiz. And by the way, if you don't have an offer, you're not sure what to create. You can use a quiz to build a list of people so you can ask. Mike at the beginning, when he introduced me, talked about how the ask method, one of the most powerful aspects of it is the fact that you can survey your audience in a very specific way to understand the truly the hot buttons, the challenges, the frustrations, the struggles that they have. So you can dial in your marketing messaging and your products based on those needs. Well, the process is simple. Step one, launch a quiz. Step two, run a deep dive survey to that list of people that you've built. Step three, create and sell what your list wants. An example of that is Gabby and Luis Carlos. I shared their story. They're the couple who sell in the parenting market, in the Spanish speaking market, generated a list of a million people, did a survey to that list and said, hey, what are you struggling with as a parent? Created a course that solved that need, made a million bucks, doesn't get any more complicated than that. That's it. Now if you're stuck, you're still not sure. My final recommendation is to start with a practice quiz. If you're kind of sitting there right now and you're like, oh, I could do this, I could do. Take the pressure off yourself. Don't try to get it perfect out of the gate. Start with a practice quiz. In fact, that's exactly what I did. If you're like most people, your first quiz will not Be your last quiz. So detach yourself from the outcome, focus on this process and take that first step. I've got a couple resources that I'm setting you guys up with. If you're still stuck and you're like, I don't know what makes the most sense. We have two resources for you. One is in the Dropbox link, you'll see it's resource number one in the list. It's sorry number two. It's 101 profitable ideas that will give you a whole bunch of different quiz funnel niche ideas for you. And then the second one is resource number one which is quiz funnel ideas. So actual potential quizzes to kind of jog your thinking. So first thing that you want to do, start with your offer. And to do that we're going to go to our workbook. So this is resource number three, the kickoff workbook. It's the one that looks like this. And what you're going to do is you are going to scroll down, let me find the right page to page four in the PDF where it says start with your offer. And in this space right here, this will take you 10 seconds. We're going to do it together in real time. What's your market? What are you selling and what's the price point of that thing? So you might say the market is the weight loss market. Let me zoom in so you can see that a little bit more easily. Just going to do it. Let's do it together right now. Weight loss market. What are you selling? I'm selling a my weight loss boot camp virtual. And what's the price point? Let's say it's $497 program. Okay, great. Done. Step one. Done. Once you've done that you can check off the box. Step one, we are finished. Now we can move on to step two, brainstorming your topic. So now that we've got clarity on what it is that you are going to be selling on the back your quiz. Now we can build a come up with a topic that's going to attract the right type of people. So let's go through that process. So when it comes to figuring out your topic, there are a few thought starters, resources and tools that I want to share with you. And I'm going to go through these pretty rapid fire. You'll have access to these resources but you might want to take some notes as we go through them. So a few different questions I always ask whenever I'm going into a new market thinking about what the quiz might be about, I ask Myself, what are the questions people are always asking? What are the three to five challenges that people are always struggling with in my space? It's things like building their list. It's things like choosing their market, and it's things like doing a launch or creating a webinar. What are the questions that people are always struggling with? Number two, what are the things that people are insanely curious about in your market? Where is there an opportunity to tap into the psychology of self discovery? Number three, what are things that are hot in the media right now using a newsjacking approach? This is a great approach for thinking about a quiz. Someone's got to create the Clubhouse quiz because people can't stop talking about clubhouse, right? Like clubhouse is a right for a quiz right now because it's the thing that's in the media, things like crypto and bitcoin that's getting a lot of attention, right? So at the time of this recording, we have all these big players that have bought $100 million billion dollars. Elon Musk, $1.5 billion worth of crypto through Tesla crypto. Bitcoin is a huge topic right now. So that's right for a quiz. So using that newsjacking approach, Next thing to think about for a potential quiz topic. What are the myths, mistakes and misconceptions in your market? What are the things that people just completely get wrong? Great opportunity for a quiz. And finally, last but not least, what are the things in your market that offer a high degree of either loss or gain? Meaning there's a huge potential for people to win big or a huge potential for people to lose big if they make a mistake, if they screw up this part of their life or their business. All of these are great possible thought starters to help you think about what your quiz topic might be. I've got some other tools for you that I'm going to go rapid fire through as well. So these are some of the tools that I like to use when I'm brainstorming different topics. One of my favorites is a tool called Answer the Public. It's a tool. You just type in a term like here I type in the word sleep. You go to answerthepublic.com and it gives you this whole mind map of questions that people ask around sleep using these question words like when, which, why, what? Like for example, which sleep is best? Which sleep stage do you dream? Which sleep position is best? That's a quiz right there. Which sleep position is right for you? Take the quiz to find out now. Boom. Great idea. Here. Which sleep mask, which sleep mask is right for you? Take the quiz to get a sleep mask recommendation to help you get the best sleep of your life. We take into account things like your face shape, your sleep habits, even your sleep position. And we'll recommend what sleep mask is right for you to get the best sleep of your life. Take the quiz to find out now. Another great tool, alltop. Alltop is a great tool for looking at the top headlines that are happening in the world right now. And you can oftentimes find something that's in a space or market or industry completely unrelated to yours. And it'll give you a great idea. Another example you can see here, which one did I want to draw attention to? So, modern mobile app. How to pick the best Microsoft Surface laptop. That's a quiz right there. How to get Safari's new privacy features Foodnet kitchen app. A debate over burning dead trees. So many great options there. Another great tool that I love is a tool called Buzzsumo. It's a tool to find some of the best performing content on the Internet. You type in a word like sleep and you can see some of the best performing articles. Most times a great article can be made into a quiz. By the way, you can see here how to eat. If you want better sleep, that might be a great quiz. What foods should you eat to get better sleep? Take this quiz to find out now how to sleep on a plane. 18 illustrated positions for in flight snoozing. So many great examples there. Google. Google's your friend. Lots of different little hacks that you can do with Google. A great word to type in before your keyword is types of types of sleep. And you can see here types of sleep apnea, types of sleep disorders, type of sleeper. What type of sleeper are you? Take the quiz to find out now. There you go. There's another quiz idea. Another great autocorrect tool or auto complete tool is type in your keyword and then go through the Alphabet sleep space A, sleep space B, C, D, E. And you get a whole bunch of different ideas by doing that. And I've gone through that. Another great tool that I love is visualsthesaurus.com you can type in a word like sleep and you can see all the different kind of related terms like for example, where that stands out to me here is nap. Maybe there's a quiz opportunity around napping. Maybe not sleeping, but around napping. What type of napper are you? Should you be taking naps? Take this quiz to find out now. Wordtracker.com is a classic. Again, another great keyword tool that you can use to see some of the highest volume keyword searches around your niche. What stands out to me here is number four on this list is sleep number. There's an entire mattress company that's built their entire billion dollar business on the back of a quiz. What's your sleep number? Take this quiz to find out now and they recommend what your sleep number is and what mattress to buy based on that number. And many a happy marriages has this quiz preserved for couples who maybe have different sleep numbers. So what you want to do now is just take a moment based on kind of this rapid fire approach, the initial ideas that you've written down to just write down in our little workbook that we got going here your first few ideas. And you can do so by skipping through that same resource that we're on. Kickoff Workbook 03. Skip down to page 8 and just type in at least one or two of your initial ideas. So what do we come up with? What type of sleeper are you? And then do this for your market, not the sleep market. Unless if you're in the sleep market, you're in luck, man. I'm doing all the heavy lifting for you here. You're going to walk away with a quiz. Maybe something around napping, maybe something around sleep position. Those are a few ideas. Maybe what type of mattress is right for you. We have the sleep mask idea. So just a few ideas that kind of jump out at you. And again, it's not about getting it perfect. Just get the wheels turning, get something written down. Being actively involved instead of just passively kind of soaking this all in will help your brain be engaged in a way that your subconscious mind starts doing the heavy lifting for you. And when you're, you know, at the break and thinking about things, your brain will continue working in the background. So fill in a few of these and once you've done that, we're going to check off box number two. All right, it takes us to box number three. Brainstorming your framework. All right, how do you decide what framework to use? Again, there are three different frameworks. Typekiller score. And in your quiz, you might find that one of these frameworks works better or fits more snugly than one of the others. Like for example, if you have a natural set of categories in your business, you might go with type. If there are a set of mistakes that people tend to make that hold them back from achieving the results that your product or service delivers, you might want to use a Killer quiz. And finally, if you have a journey that you take people on, a journey of success where there are key steps or milestones along the way, you might think about using a score based quiz. Now, for this we're going to jump to page 10. We skip two pages forward, page 10 you're going to see there's a whole list of words that you can use that are synonymous with type killer and score. Words that you could certainly pull from this list or words that will give you some ideas. You're not restricted to the words on this list, but will give you some ideas of putting people into different types or identifying the killer or identifying the score. You might find that the word killer is just not appropriate for your market. It's a little too crass, it's a little too antithetical to your brand. It may not fit. You may be in a sort of softer space. You might need something like suppressor or blocker or pitfall. So don't think that you're restricted to using words like type, killer and score when you're describing your quiz, but you can use words on this list. So you might want to take a moment to take a look at these words and then jot down maybe one or two words that stand out to you as ones that may fit. Like, for example, in our sleep example, we've already thought about sleep. Position is one way we might do this. Type of sleeper is one way we might do this in the killer space. Maybe it's sleep killers what's killing your sleep. That could be one sleep Score is way that we might do it. And I'd recommend and encourage you to think about ideas under each of these frameworks. So a few possible ideas for type in the first column, a few possible ideas for a killer in the second column, and a few possible ideas for a score in the third column. Now, in the time that we have, we don't have time for breakout work sessions. If we were spending more time together, we would certainly be going through this. So just kind of jot down your initial idea and if you have a blank, that's okay. Just put a few question marks and it's a placeholder for you to remember. You know what, I need to maybe think a little bit more about what score possibility might work for me. All right, great. Once we've done that, we officially checked off box number three. Moving right along, making some great progress here. Now we want to actually brainstorm the hook itself. So we've started with the offer. We have a rough idea of what you're selling. We then move to the topic some possible ideas that are kind of, you know, starting the process. We thought about the framework itself. Are we going type killer or score and maybe some words that we might use. Now we're actually going to brainstorm possible hooks. This is where we combine the topic and the framework in a way that's phrased to concisely summarize what the quiz is all about. And we've got a whole bunch of examples of this in that resource that you get access to, which is 101 quiz funnel ideas. So if I go to that resource, that is resource number one in our Dropbox list. If you click on that, open it up, download it, save it to your computer, fire it up here, you're going to see a whole bunch of different ideas. These are just thought starters. I mean, you might find one on here that fits great with your business, but that's not the objective. The objective here is to give you some ideas. So for example, if you're in the client services space, you have a consulting practice, coaching an agency, you're a freelancer, you work with clients one on one. Here are a whole bunch of ideas, right? So what business loan is right for you? How job ready are you? What's the number one relationship killer in your life? What fitness business model is right for you? What type of live event should you host for your business? So just a whole bunch of ideas to just kind of get your mind thinking about a possible hook for your business. So when you have time at your leisure, feel free to browse through that and go through that. What I want to give you today are six, six easy and effective ways to format your quiz. Hook for your quiz. Now, the reason why this next step is important is you want to be able to concisely articulate your quiz idea in just a few short words. You don't want to have to explain in a paragraph. So my quiz is a quiz that helps people figure out. Na na na na na na. You want to be able to say quiz, what's your sleep position? Take the quiz to find out now or quiz, what's your weight loss type? That's it. Quiz what's your number one swing killer? You want to be able to articulate your quiz in a very short, simple and concise way. Because that is how you're going to be positioning your quiz. In the form of a headline in your ads, in the form of a subject line in your emails, in the form of a simple opening in your videos. You want to be able to articulate it in just a few short words. And we have some easy to use frameworks that you can use for this. So let's check it out. So, six easy and effective ways to format your hook for your quiz. Here's the first one. Quiz what's your topic plus framework? So you just came up with your topic, you just came up with your framework, you're simply filling in the gaps. Quiz, what's your wealth blocker? Quiz what's your skin type? Quiz what's your fitness score? And by the way, you might be asking yourself, what's the reason, excuse me for putting the word quiz in caps and in brackets at the beginning. What that does is it indicates to people when they see this headline that it's a quiz and it's a powerful word. Remember, we have a software platform. We have over 200 million data points annually, so we have a tremendous amount of data around everything. Like the optimal number of questions to create a high converting quiz. The optimal number of words in each question, the optimal number of answers in each individual question, the words themselves that move the needle and make the biggest difference. And quiz is one of these hot button words. There's a word that you never want to use. That word, by the way, is survey. People hate taking surveys, but they love taking quizzes. So use that word quiz in your headline. Quiz what's your fitness score? Quiz what's your sleep profile? Quiz what's your stamina killer? Another format. Format number two. The second way that you could possibly frame your quiz looks like this. Quiz what topic is right for you? So what mattress is right for your body type? What business loan is right for you? What personal trainer is right for your fitness goals? So what topic insert the blank is right for you? Format number three. How blank ready are you? How detox ready are you? How summer holiday ready is your wardrobe? How ready are you to get back into dating? Take the quiz to find out now. So how ready are you? Is a great format. Format number four. Which of these topic mistakes are you making? Quiz, which of these weight loss mistakes are you making? Quiz, which of these study mistakes is your high schooler making? Quiz, which of these common budgeting mistakes is your household making? So which of these blank mistakes are you making? And by the way, bear with me one second. I want to just double check because for those of you who are frantically taking notes right now, I can see you trying to get all this down, we have these for you. I just want to point you in the right direction. You're going to Find all of these in your kickoff workbook. So that's resource 03. Resource 03, your kickoff workbook. You're going to find them starting on page 12. So by all means, feel free to take notes on this, but I just don't want you to feel like you're, you know, I know I'm. I know I'm going fast. Trust me. Like I said, three and a half days in three hours here. But you have these resources, so you have these examples and the teams posted it. Again, if you. If you have trouble finding it. Okay, cool. Format number five. What type of topic should you. Verb. So that looks like this. What type of business should you start? Take the quiz. What type of online course should you create? What type of executive assistant should you hire? So, topic plus verb, another format. And finally, format number six, quiz plus an intriguing question. Quiz. How much money could this IoT technology save you and your business? Take the quiz to find out Now. Can you really improve your memory in just 10 short days? Quiz. How many years can you add to your life with meditation? Take the quiz to find out now. Now, I know some of you might be asking, do you have to use one of these formats? Well, the answer is no. These formats are guides only. You are only limited to your imagination. But one of my phrases, one of the things I teach all of our clients, all of our students, is I always recommend to emulate before you innovate. I get it. You're creative, you're entrepreneurial. We all are. We want that. We have that temptation to want to say, hey, you know what? I know, Ryan. I know you spent 100,000 hours doing this. I know you've dedicated the last 20 years of your life, life figuring this out. I've never done this before, but I have this idea. Well, your idea very well could be better than anything that we've ever tested. But I recommend at least starting with the best practice. So you have a baseline, and then you can see, does your new innovative idea outperform the baseline starting point, or does it underperform so you can compare it on a relative basis? Emulate. Before you innovate. It makes it easy to use a tried and tested formula. So, as I mentioned, these are all in that workbook that you've got access to. And the next thing that you want to do now, we're going to take just a half a second to do this on page 16 of your workbook, the Kickoff Workbook. Again, resource 0303. You want to just take a moment to type in one Idea. So just one, just to get practice on this step of the process, you're going to want to do more than this. But let's start with one quiz. Type the word quiz in all caps and brackets. And based on the formats that we've come up with, what's maybe one idea that you've jotted down or thought about that's come to mind? What mattress is right for your body type? Take the quiz to find out now. Great. So take one, take a moment to do this, type it in, and you'll kind of get the process. And you're going to want to do this over and over again until you've come up with at least, ideally, 15 different ideas. And the reason for that is, as we all know as marketers, the first idea is often not the best idea. We've got to get through that throat clearing, got to get through all the kind of messy garbage in our brain before we can cut through the clutter and get to the good stuff. And oftentimes it's that last one that comes in just under the deadline right at the end. That's the one that is the best of the bunch. Now, I want to give you a little bit of a few troubleshooting tips as you're going through this process of brainstorming quiz hook possibilities. You want to use the word quiz in the prefix that's number one. And what that does, it helps to make sure that your headline, that your articulation of your quiz hook feels like a quiz. You want to make sure that it actually works, that the language, the word, makes sense to a stranger seeing those words for the first time. Here's some other tips. Common mistakes that I see people make. You want to avoid yes, no conclusions. So you want to avoid quizzes that the outcome is either going to be yes or no. I'll give you an example of what I mean. Here was Janine Samuels, who's in the cheerleading space. She's a professional cheerleader, an ex cheerleader, cheerleader for the Washington Wizards and the Washington football team, formerly known as the Redskins. For many years, she was a team captain and she built a business helping other young women become pro cheerleaders. So her first quiz idea was, are you pro cheerleader material? Yes or no? Well, what happens when a woman takes this quiz and she's given the answer no? That's it. You slammed the door in her face. You're not pro cheerleader material. Sorry, like, go away. So you don't want to do that. Instead, you want to give people Multiple roads. So here's a better version. Her after version. What's your pro cheerleader potential? So we've taken people away from this binary yes or no scenario to one that exists more on a scale, on a spectrum where there's going to be an answer for everyone who takes the quiz. All right, next tip you want to avoid how much do you know IQ angles for score quiz. This is not one of these quizzes. So just to be clear, the type of quiz funnel that you're building here is not one that would test people's knowledge on the topic. The name of the game here isn't for people to show you how smart they are. It's not one of these IQ quizzes. And the reason for that is oftentimes it gives people a false sense of preparedness toward the transformation you provide in your product or service. How many times? And you might, as I ask you this question, think about this in your business and maybe you've had this in your life. How many times do you feel like you might know something? You know the right answer, you know what you need to do, but it doesn't necessarily reflect the work that you've done in that area of your life. Right? Like, you know what you need to do to be a better romantic partner. You know what you need to do to prepare your business. You know what you need to do to eat healthier in the kitchen and work out in the gym. But it doesn't necessarily mean that you've actually done it right. So we don't want to give people this false sense of accomplishment where they feel like patting themselves on the back and say, yeah, I know what I need to do. I don't need to buy your workout equipment. I know exactly what I need to do. So you want to avoid these IQ based angles. So in this case here, go from what is your pregnancy IQ score to what's your pregnancy readiness score before, what's your how much do you really know about insurance? To what type of insurance is right for you? More troubleshooting tips Avoid more than one idea in your hook. For those of you who have more than one idea right now, just show a hand. Show me who has like more than one idea right now. If you got like a few different possible ideas. Yeah, the worst thing that you could possibly do is make poopy colored play doh. And combine all those colors together. That's the worst thing that you can do. Don't combine the purple and the yellow and the red and the blue because it's going to make that poopy brown color. So don't do that with your quiz hooks. Don't try to combine them all into one and make some, like, mega quiz idea. It's less is more here. So take a look at this. You don't want to do something like this. Yeah.

I'm wondering if.

We could break things up and do a couple examples, because I know there's a lot of spinning heads right now. Would it be okay if we did some, actually incorporated some of these ideas, but with some live examples just so they get some support? So I'm about to get to a mess you up in your flow. I'm going to get to a pausing point in about six or seven slides to do just that. Great.

Thanks.

All right, awesome. So a couple more tips, and then we'll take a few live examples. I think that's a great idea. Okay, great. So here's an example of combining too many ideas into a quiz. Quiz what's your health superpower and silent killer? I don't even know what that is about. Like, I have to read that three times for my brain to even understand what it is. Right. That goes from being very complicated and too much to quiz what is the number one silent killer causing your stress? Another example, another tip is you want to create distance to avoid resistance to blame and at the same time add a bit of intrigue in the process. This is bad. Understood by showing you an example if you have a quiz that reads what's your stress type? By doing that, you run the risk of people resisting their diagnosis because it's too tied to their personal identity. But you can create just a shade of distance by not making it about them, but instead making about, for example, their body. What's your body's stress type? See that subtle difference? Just that nuance, Taking it from what's your stress type? To what's your body's stress type. Or even better, what's your body's natural stress type? Now, you've taken it from this thing that the person is screwed up or messed up to. Your body just has this natural stress response. It's not your fault. It's just the way your body is. But once you identify what that natural stress type is, then and only then can we work through and formulate a plan to address that. You could also have what's your body's stress response score. Other great ways to create distance to avoid resistance to blame. A few more things I want to get to. And then we'll take Mike's suggestion and do maybe A few live examples here. So for mistakes and killer angle, use the word, use the phrase or the number number one. So you can take it from what's your relationship killer? Which is a little meh. To what's your number one relationship killer? Just gives it just that little. It punches it up just a bit. It gives it a little bit more teeth. Taking it from quiz, what are your debt mistakes? To what's your number one debt mistake? Take the quiz to find out. Now consider diction, in some cases alliteration. So the words you use in your quiz, you want your quiz to be able to roll off the top. So for example, before quiz, what's your healthy pregnancy blind spot? It's a bit of a mouthful to what about this? What's your birth plan blind spot? That alliteration causes it to roll off the tongue. Or another approach. What's your pregnancy preparation score? Much easier than what's your healthy pregnancy blind spot, which just doesn't you kind of stub your toe, as we say in copy a few times. One more before, what pro fertility foods is your diet missing? My brain almost needs to read that and reread that a couple times to understand it. To what's your number one fertility diet deficiency? Another example, what's your book publishing type can become? What publishing path is right for you? And finally, make sure that you're using language that your market is already using. So I saw this with an estate planning attorney creating a quiz for his practice. Started with what's your legacy readiness score? And I said, is legacy readiness, is that actually a phrase that people use that consumers really use in real life? Like when a husband and wife are sitting at the dinner table and they're eating the mashed potatoes, does the husband go to the wife and say, I wonder what our legacy readiness is right now? No, it's probably a phrase that's never been uttered outside of marketing circles. What about estate planning? Oh, yeah, that's a word that people use. What's your estate planning readiness score? And make it clear, make it simple. Less is more. Keep it simple. What's your lead generation readiness score? Can just become what's your number one lead generation killer? Okay.

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