A few months ago, I did a webinar with a friend of mine. He suggested we do a survey of our audience first so we could build the content of our webcast around their actual needs.
But what happened was even more powerful.
Instead of asking factual questions or tactical questions, we asked more open-ended questions that evoked a feeling, like this:
“What’s the one thing you want to overcome this year?”
“What’s the one thing holding you back?”
“Are you satisfied with the results you’re getting in your business?”
One of our audience members filled in her survey and answered like this:
“Not enough clients in the pipeline”
“Not enough cash flow”.
Then she wrote, “How do I get started?”
Then I got an email from her a few minutes later where she said the same thing, “How do I get started?”
I sent her some information again from the webinar she had watched the month earlier about my video programs to help her attract new clients, but this time, she acted immediately and signed up as my client on the spot.
I was mystified. Why all of a sudden was she ready to take action?
But then a marketing leader reminded me that all buying decisions are motivated by emotion. When you help people experience the emotion of their discontent with the status quo, then they will take action to change it.
Since then, I’ve added surveys at various points of my sales funnel so I can understand my clients better, and even more importantly, so I can help my clients take action to solve the problems that bother them about their business. How can you incorporate surveys or quizzes that evoke emotion into your marketing?