Hey, it’s Ryan here…
And this week we’ve been talking about the psychology behind the quizzes in the Ask Formula.
Offering someone a customized solution is the first step…
And then designing the quiz so that it fits with the idea of narrative psychology…
So that your prospect is learning about themselves in the process…
And when they finally get to the solution, something awesome happens.
Before I explain why, let me tell you a story:
You give your 12-year old kid some chores to do while you run an errand.
You come home, and you find out that they didn’t do their chores.
Which are you more likely to believe?
“Oh, I didn’t get to do the dishes and clean my room because…”
And they list 4 or 5 different excuses.
You’re skeptical, right?
Whereas if they come to you with ONE detailed story why they didn’t do it?
You’re a lot more likely to believe them.
Because one reason is more powerful than 4 or 5 excuses…
And one big idea is more powerful than 4 or 5.
This is not a new idea.
There are many ads that appeal to this:
One of the most famous ones is “One Weird Trick to a Flat Belly.”
I’m sure you’ve seen one of these ads in one form or another.
And the reason that this works so well is evidenced by the fact that it’s been a control for SO many years.
So what the Ask Formula does is take this to the next level.
We know that one thing is more powerful than 4.
So what’s more powerful than that one thing?
The ONE THING that’s specific to you.
Your one thing and my one thing are going to be different.
Here’s an example that came up recently in the Next Level Mastermind:
“The #1 mistake that parents make when they try to teach their kids to swim”
Versus: “7 common mistakes that parents make when they try to teach their kids to swim.”
Which one is more compelling?
You guessed it.
So, your Deep Dive Survey tells you those 7 common mistakes (or 3, or 5, or 10)…
And then when you create your bucket survey…
And your prospect takes the quiz…
They automatically select the #1 thing that is most important to them…
But in their minds, what’s happened is that you have “diagnosed” their #1 problem.
Which means they are more likely to trust you when you offer them the solution.
Understanding psychology is key to understanding marketing…
After all, marketing IS psychology at the end of the day.
And the more you consciously use it, the more powerful your marketing becomes.
I’ll leave you with that for today.