The Quiz Funnel Formula- A Strategy For Taking Your Business To The Next Level feat. Ryan Levesque

SUMMARY

Ryan Levesque, CEO of the Ask Method Company and author of "Choose" and "Ask," presents on quiz funnels as a powerful marketing strategy to generate leads, boost conversions, and drive revenue through self-discovery quizzes.

STATEMENTS

Quiz funnels involve asking a series of questions on a website to understand a prospect's situation before selling or serving them.
People are drawn to quizzes because they tap into self-interest and the power of self-discovery, making them effective across industries like finance, law, and consulting.
A quiz funnel example determines the right type of business funnel, leading to personalized recommendations and email capture for a free report.
Quizzes have generated over 30 million end users and 200 million data points annually for the Ask Method Company's software platform.
One quiz funnel produced 8.59 million dollars in revenue from 21,564 leads in 55 days.
Quizzes reduce cost per lead dramatically, from $5.23 to $0.47 on paid media, due to high engagement and shareability.
High engagement on platforms like Facebook lowers CPM and rewards advertisers with cheaper traffic.
Quizzes enable viral sharing, providing free traffic and driving down effective paid costs.
Personalized content based on quiz responses doubles to triples sales conversion rates by showing relevant case studies, testimonials, and benefits.
Quizzes allow for 10x lead volume growth through virality, as seen in a parenting quiz that generated a million subscribers in 10 days.
Every quiz follows three phases: attract with a compelling hook, diagnose with questions, and prescribe tailored solutions.
Type quizzes categorize people into subcategories, like relationship personality types or suitable annuity products.
Killer quizzes identify the single biggest mistake in an area, such as the top golf swing error or retirement mistake, to prescribe fixes.
Score quizzes evaluate a person's position relative to ideals, like retirement readiness or authority score compared to peers.
Quizzes synergize with other funnels, such as placing one before a webinar or free book to enhance effectiveness.
The book "Choose" has sold over 100,000 copies via a quiz funnel offering it for $10 after results.
To test quiz ideas, conduct a four-way subject line split test via email to gauge interest without building the quiz.
Optimal quiz length is 5 to 12 questions to balance engagement and data collection in marketing contexts.
Grease-the-wheels questions start quizzes with easy, low-commitment prompts to build momentum.
Lead-scoring questions qualify prospects for services, like assets under management or retirement proximity.
Quiz funnels work universally across B2B, B2C, low-ticket, and high-ticket offers by personalizing based on psychology.
Social change initiatives can use quizzes to drive petitions, fundraising, or education, as in partnerships with Kiva.org or Pearson Education.
Brainstorming involves noting ideas under type, killer, or score categories and testing via market response.

IDEAS

Quizzes transform generic marketing into personalized self-discovery experiences that hook users emotionally.
Viral mechanics in quizzes create exponential free traffic, turning one lead into many through shares.
Cost per lead drops 90% because platforms reward engagement, mimicking organic spread on paid ads.
Customization post-quiz triples conversions by mirroring a doctor's diagnosis-to-prescription model.
A single quiz can scale lead volume 10x, as proven by a parenting quiz amassing a million subscribers rapidly.
Three quiz types—type, killer, score—offer flexible frameworks adaptable to any niche's pain points.
Prepending quizzes to existing funnels like webinars acts as a booster, slashing acquisition costs.
Selling books via quizzes outperforms direct methods, with one example hitting 100,000+ units.
Subject line tests validate quiz hooks cheaply, ensuring market-validated builds over guesses.
Grease-the-wheels questions lower barriers, easing users into deeper commitments seamlessly.
Quizzes enable one-on-one scaling, simulating personal conversations at mass volume.
Social impact amplifies through quizzes, from petition signatures to free educational tools for pitfalls.
Data from 30 million users reveals 5-12 questions as the sweet spot for retention and insight.
Lead-scoring integrates qualification, filtering high-value prospects early in the funnel.
Universal psychology of personalization makes quizzes effective beyond industries, from backpacks to financial plans.
Overachievers can prototype quizzes via simple email replies, gathering needs before tech investment.

INSIGHTS

Self-discovery drives engagement more than direct sales pitches, leveraging innate human curiosity for better retention.
Virality in quizzes compounds marketing efficiency, reducing reliance on paid channels alone.
Personalization via quizzes bridges the gap between generic offers and individual needs, elevating trust and conversions.
The attract-diagnose-prescribe model mirrors medical consultations, applying proven diagnostics to business growth.
Testing hooks through splits removes guesswork, aligning strategies with real audience preferences.
Flexibility in quiz types allows tailored applications, maximizing relevance across diverse markets.
Integrating quizzes as front-end boosters amplifies existing assets without overhauling funnels.
Scalable one-on-one interactions via quizzes democratize high-touch selling for broader reach.
Data-driven lengths prevent fatigue, optimizing for actionable insights in brief interactions.
Qualification questions enhance ROI by prioritizing prospects who convert at higher rates.
Social quizzes extend business impact to causes, fostering goodwill and community building.
Universal applicability stems from core psychology, making quizzes a timeless tool in evolving digital landscapes.

QUOTES

"Quizzes are incredibly effective to put in front of whatever it is that you might be using as the funnel in your business."
"The thing that people care more about than anything else is themselves tell me more about me right um and that's what this strategy Taps into."
"We pay right now as we speak five dollars and 23 cents per lead on paid media across all paid media so Facebook YouTube Google and so on and so forth on the back of that quiz we've been able to take our cost per lead down from five dollars and 23 cents to 47 cents."
"You're able to customize the content someone gets based on the responses to their quiz so you can show them a custom case study a custom testimonial you can make a sales argument that speaks specifically to their situation."
"A quiz when done right can go viral and in fact next month when we do our Deep dive I'm going to show you some examples of quizzes in all sorts of different markets that have gone viral."
"Think about this as sort of like a booster rocket that you can put in front of whatever you have in your business."
"Instead of selling people in a one-size-fits-all way you're taking time to ask them questions to better understand their situation so you can diagnose and prescribe."
"The Sweet Spot in this application is 5 to 12 questions so 5 to 12 questions now uh Aaron and Jocelyn asked a great question which is um when you're coming up with ideas for your quiz and you're brainstorming possibilities how do you know what to what to go with."

HABITS

Regularly brainstorm quiz ideas by noting them under type, killer, or score categories in a dedicated notebook.
Test marketing hooks via four-way subject line email splits to validate concepts before building.
Start quizzes with easy "grease-the-wheels" questions to build user momentum gradually.
Analyze engagement data from quizzes to refine questions for better personalization.
Integrate quizzes as boosters before existing funnels, like webinars or book offers, for consistent testing.
Encourage team or community synergy by sharing and adapting successful quiz examples across markets.
Scale personal conversations through quizzes, simulating one-on-one interactions daily.

FACTS

The Ask Method Company's software has over 30 million end users worldwide.
One quiz funnel generated 21,564 leads and $8.59 million in revenue in just 55 days.
A parenting quiz in the Spanish-speaking market acquired one million email subscribers in 10 days.
Quizzes reduced cost per lead from $5.23 to $0.47, a 90% drop, across paid media platforms.
The book "Choose" sold over 100,000 copies through a quiz funnel.
Pearson Education partnered to offer free e-learning on seven pitfalls for women leaders, reaching high schools globally.
Kiva.org uses quizzes for fundraising, supporting social enterprises and microloans worldwide.

REFERENCES

Book: "Choose" by Ryan Levesque.
Book: "Ask" by Ryan Levesque.
Software: Bucket.io for quiz funnel technology.
Website: AskMethod.com for Ryan Levesque's work.
Website: ChooseQuiz.com for the business type quiz.
Website: TakeTheFunnelQuiz.com for funnel type quiz example.
Event: Genius Network February event for deep dive workshop.
Partnership: Kiva.org for social fundraising quizzes.
Partnership: Pearson Education for e-learning on leadership pitfalls.
Example: Relationship type assessment by Aaron and Jocelyn.
Example: Retirement readiness score quizzes.
Example: Golf swing killer quizzes.
Example: Parenting style quiz in Hispanic market.
Tool: Joe's free book at joesfreebook.com.
Inspiration: Dean Jackson's principle of putting information in front of sales.

HOW TO APPLY

Identify a compelling hook for your quiz, such as "What type of funnel is right for you?" to attract the right prospects.
Design 5-12 diagnostic questions to understand the user's situation, mimicking a doctor's consultation.
Categorize results into a type, killer, or score framework to prescribe personalized recommendations.
Capture emails post-quiz for a results video or report, offering a low-barrier next step like a free book for $10 shipping.
Test quiz ideas with a four-way subject line email split to your list, measuring open rates to select the winner.
Integrate the quiz as a front-end booster to an existing funnel, like a webinar, to reduce costs and boost conversions.

ONE-SENTENCE TAKEAWAY

Quiz funnels harness self-discovery to slash lead costs, personalize sales, and explode business growth universally.

RECOMMENDATIONS

Start brainstorming quiz ideas under type, killer, and score categories to fit your business niche.
Prepend quizzes to current funnels like webinars or launches for immediate cost reductions.
Conduct subject line split tests on your email list to validate hooks without full builds.
Use 5-12 questions, starting with easy ones, to maintain engagement and gather insights.
Leverage personalization from quiz data to tailor testimonials and offers for higher conversions.
Explore social impact applications, like petitions or education, to extend quizzes beyond profit.
Partner with software like Bucket.io for seamless implementation, or DIY for quick tests.
Scale quizzes for virality by encouraging shares of results to amplify free traffic.
Qualify leads early with scoring questions to focus on high-value prospects.
Attend deep-dive workshops for examples and team-build options to accelerate rollout.
Adapt successful quizzes from other markets, fostering community synergy for innovation.

MEMO

In a dynamic preview for Genius Network members, Ryan Levesque, the three-time Inc. 5000 CEO and bestselling author of "Choose" and "Ask," unveiled the quiz funnel as a game-changing marketing tool. Far from gimmicks, these interactive assessments tap into the profound human drive for self-discovery, engaging users where traditional pitches fall flat. Levesque demonstrated a meta-example: a quiz pinpointing the ideal business funnel type, which not only captured emails for a free report but propelled his own strategies to generate $8.59 million in revenue from 21,564 leads over 55 days. By asking targeted questions, businesses shift from one-size-fits-all selling to diagnostic precision, much like a physician evaluating symptoms before prescribing remedies.

The power of quiz funnels lies in their trifecta of benefits: drastically cheaper leads, amplified conversions, and viral scalability. Levesque revealed how his campaigns slashed acquisition costs from $5.23 to just 47 cents per lead, crediting high engagement that platforms like Facebook reward with lower CPMs. Shareability turns users into advocates, sparking free traffic loops—exemplified by a Spanish-language parenting quiz that amassed a million subscribers in 10 days. Personalization follows suit, doubling or tripling sales rates by delivering custom testimonials and benefits aligned to individual responses. This isn't mere engagement; it's a psychological lever that makes prospects feel seen, fostering trust in industries from finance to consulting.

Levesque outlined three core quiz formats to suit any business. Type quizzes categorize users, akin to the relationship personality assessment highlighted by speakers Aaron and Jocelyn, or determining suitable annuity products. Killer quizzes expose critical flaws, like the top retirement mistake, paving the way for corrective solutions. Score quizzes benchmark progress, such as retirement readiness against peers, revealing gaps ripe for intervention. Each follows a streamlined flow: a magnetic hook to attract, probing questions to diagnose, and tailored prescriptions to convert. With optimal lengths of 5 to 12 questions, these tools avoid fatigue while extracting valuable data, all backed by insights from 30 million users on Levesque's Bucket.io platform.

Integration elevates quiz funnels as versatile boosters. Levesque illustrated selling over 100,000 copies of "Choose" via a business-model quiz, offering the book for $10 post-results as a natural extension. Append them to webinars for cheaper sign-ups, free-book funnels for higher uptake, or launches for pre-hype traffic. Testing is straightforward: a four-way email subject line split gauges interest, ensuring market-validated builds. For qualifiers, incorporate lead-scoring questions on assets or timelines; begin with "grease-the-wheels" prompts to ease entry. This approach scales intimate conversations to masses, universally applicable across B2B, B2C, and even social causes—like Kiva.org's fundraising quizzes or Pearson Education's free modules on leadership pitfalls for young women.

Beyond commerce, quizzes fuel societal good, as Levesque noted partnerships driving petitions and education. His teaser for an exclusive February workshop promises hands-on guidance, from ideation to tech options, empowering attendees to craft viral engines. In a post-COVID landscape craving connection, quiz funnels don't just sell—they illuminate paths to flourishing, blending technology with timeless human insight for exponential growth.