You have an audience, and now you want to generate some revenue.
To do that, you know you need to sell something, but what?
Countless “experts” tell you to create surveys to “discover what your audience really wants.”
But I’ll level with you.
Surveys are WORTHLESS.
There’s a much better, and totally cool way to figure out what people buy, and now I’ll tell you all about it.
But first…
Why Surveys Suck When Looking For What People Buy
Research has shown… countless times… that people LIE on surveys.
Research also proved that surveys are HORRIBLE at predicting the future intentions of people.
But, really, Steve Jobs said it best…
“People don’t know what they want until you give it to them.”
Question is, what do you give to them?
You don’t want to spend hours creating something and watching it flop, right?
Right.
So what can you do?
The Secret to Discovering What People Buy is Conversation
You know what’s funny?
If you approach people as a human being, and ask them the right questions, they’ll tell you exactly what they’ll buy.
And they won’t lie, either.
People are okay with lying on surveys, because it’s just a survey. However, people don’t like lying to other people. That’s dishonest.
But wait, isn’t that just a more personal survey?
Well, no.
I’m telling you to open a conversation with each and every subscriber, and listen to what they have to say.
Sounds tough, but with the following tactic, it’s real easy…
“What Are You Struggling With?”
Sound familiar?
When people sign up for the Social Triggers newsletter, my welcome email asks them:
“What are you struggling with?”
And guess what?
People reply, and tell me exactly what their problems are, and what they need help with.
Think about that for a second.
People tell me their problems.
Now when I sell something, you can bet that I’ll sell the cure to those problems.
And trust me, people will buy it.
They already told me they were struggling, and they’ll want to alleviate that pain.
Why This Question is a “Double-Edged Sword”
I know you think this tactic is cool, but there’s a real problem with it, and if you don’t address it, this tactic can hurt. If you do address it, you’ll reap the rewards.
Here’s the deal:
When you ask people a personal question like “What are you struggling with,” you MUST respond to that email.
If you don’t, it will breed resentment, and may lose you a fan.
If you do, you’ll increase loyalty and customer satisfaction because people love personal attention.
What does that mean to you?
Higher open rates. Higher click through rates. Higher conversion rates.
So, if you dare use this personal approach, make sure you’re ready to answer emails.
And again, it’s worth it.
You’ll know what people want to buy, then it’s your job to sell it to them.
One More Word of Warning…
Don’t copy my question… especially if you’re in the marketing space.
Thousands of people have seen me use it, and if you copy it, people will know you’re not being genuine.
Instead, discover how you can ask the same question in your own words.
Or, why not take this to the comments, and let’s brainstorm together?
{ 208 comments… read them below or add one }
Mine: What people or Jobs would you like to see a Day in the Life of?
I NEVER lied on surveys; when asked as a teenager how sexually active I was, or how many dugs I had tried:)
You’re one of the few, heh.
Every year, there’s more research that suggests people lie on surveys, and it’s rampant.
Derek,
I will conform it for you. At times I lie on a survey when I don’t feel comfortable with the question or don’t believe that its anonymous
A good survey or web site is never anonymous.
the thing is that most of the people try to show themselves even more better than they actually are. They always choose the answer that makes them feel comfortable like once I was asked whether I am introvert or extrovert so I opted for extrovert because I didn’t wanted to tell everyone that I am weak in someway or other.
Great post. Thanks. How ’bout this?
“If you could dump just one of your day to day responsibilities, what would it be?”
That’s a PERFECT question.
Because then you can sell them something on how to do just that
Cool Duane. This actually is something I could use myself as I’m hoping to create a service to give time back to my clients, so if I knew what needed to be taken away, then maybe I could craft a product to help with time management
Derek
I think you are spot on. It is about offering something valuable but first you have to understand what issue it is that your audience need help or assistance on. I like the question “What do you think” when positing a point of view or tactic that you think is beneficial to your audience. And although it is trite I still try to think about offering value (not added value just the vanilla type). Too many people are still fixated thinking what’s in it for them. I have grown my practice by offering a helping hand. To quote from David Meerman Scott “To earn attention.” Keep it up buddy. Great site.
Julian
Glad you’re enjoying the content Julian
Julian, you wrote: To quote from David Meerman Scott “To earn attention.”
Your “quote” is a fragment — what did you leave out??
I agree with you Derek in that simply asking people directly is far more effective than a survey because asking them feels more human.
No survey will ever be as engaging as a conversation with another human. I think that’s where social media and email marketing help to work wonders for marketers looking to connect with customer in a very personal way. Its about nuturing and building relationships. Solving people’s problems is a great way to do that.
Great Insight!
Thanks Dewane.
You’re right, it’s about solving problems, for sure. The trick is, finding what those problems are, and that’s where this question comes in!
For sure. Everyone’s approach is different but finding out what the problems are is crucial. Its actually the root of every business large or small.
So, how do you do it then?
I lie on surveys. Because there’s no real human interaction, i usually answer as the person I want to be, rather than the person I actually am. I answer that yes, im the trendsetter, the heartbreaker, the smart one. People might not mean to intentionally lie… It might really be more a lie to themselves.
But when actual third party perspective is involved you tend to see yourself in the eyes of the person opposite you, and end up spewing less bull. Can’t really see yourself in the eyes of a survey, can you?
You’re exactly right.
Perfect timing on this, Derek. I was just thinking about how I wanted to stop and ask my paid newsletter subscribers how they were getting on with the material, too slow or too fast?, what THEY were having struggles with and wanted to see covered.
So rather than send them a survey, I will ask them, right in the next newsletter, to tell me where they are and what their problems currently are.
I think it means a lot to be an approachable marketer. If they feel you can help them and care enough to answer their emails yourself then they’re more likely to answer your call for feedback.
Thanks,
Peggy
Glad you liked this Peggy, and yes, this is a perfect solution to your problem.
Ditto that, Peggy! I second the motion on your commentary!
“Approachable” is the magic word.
Derek- you’re the man. your tips are great,
thank you
What’s up Howes?
When you coming to New York?
Derek,
Great post! I am absolutely using this in my next newsletter because I know what people value, but not what they would pay for.
-Matt
Awesome!
Excellent suggestion, Derek. I am going to change my welcome email. I was wondering what you think of the question I was going to ask. My blog is called California Law Report and my tag line is “down-to-earth advice and tips about California law and business.” I think this would be an excellent opportunity to say to people who have signed up for my list, essentially, most people who signed up for my email list have done so because they have a particular legal problem. What’s your legal problem?
So I was thinking either (A) “How Can I help you with a legal problem?”
or
(B) “Do you have any legal questions you want to ask me?”
How can I help with a legal problem, sounds salesy. Your second question sounds okay, though.
Now, if I were you, I’d take it one step further, and ask people this question:
“Are there any legal road blocks that are keeping you from running you’re business the way you want to run it? Hit reply, and let me know.”
I like your suggestion better. It sounds more like we’re jointly problem-solving, rather than I’m performing a service for them. Great stuff.
Awesome. Let me know how it works!
Do you think going in with a question like this in the welcome email is a good idea?
I would have thought building the relationship a little more may be necessary before you really get them to pour out their heart to you.
Mel, in the case of a legal advice blog, the subscriber most likely has a particular problem on their mind and would welcome a speedy and personal response. I love the synergy of this exchange. I can picture the relief in the subscriber’s mind as they get to collaborate on a solution with out having to go back and forth for several emails or scan dozens of posts. The question is straight forward and and personal. Nice work!
I meant question from John (NOT Derek)
Regarding this question from Derek — “Are there any legal road blocks that are keeping you from running you’re business the way you want to run it? My comment is that it’s a closed end (yes or no) question and to REALLY encourage dialogue it would seem to ask this is an open-ended question such as…
“What legal road blocks are keeping you from running your business the way you want to run it?”
Not an editor or English teacher however I think “you’re” should be “your” as “you’re” – you are
Regarding this question from Derek — “Are there any legal road blocks that are keeping you from running you’re business the way you want to run it? My comment is that it’s a closed end (yes or no) question and to REALLY encourage dialogue it would seem to ask this is an open-ended question such as…
“What legal road blocks are keeping you from running your business the way you want to run it?”
Not an editor or English teacher however I think “you’re” should be “your” as “you’re” – you are
Are you am attorney? That isn’t legal in the state of California unless you are an attorney.
I am thinking there is another core group of people who lie on your surveys – your competitors. I mean how many of us are subscribed to our competitors newsletetters to keep a watch of what they are doing? I say a good percentage. And if a competitor was to get a survey saying “Hey I am looking to create a new product on XYZ. What do you think?” I bet many would lie and not give a favourable answer.
Sure it is not nice to think that way, but it is something to think about.
You’re right, that could be a problem, but I don’t think your competitors would create a statistically significant impact on your survey. I think people lying in general is a much bigger problem.
Derek!!!!
Great post Man! But you gotta get out of my head! That’s bat-crap crazy when I’m actually reviewing my notes on this stuff and you send me a post that discusses the EXACT same thing. It’s kinda creepin’ me out, Dude. In a good way, of course.
That being said, I have to agree that I felt more of a bond with you after you responded to the “What are you struggling with…” email. That’s ingenious! By the way, there wasn’t some kind of telepathic link in that sucker that allowed you access to my thoughts? If not, probably in due time.
Well, thanks again for the insight , my friend. You’ve already taught me a TON!
Peace.
Hey Mike,
That’s what I do here. I use tactics, and then I tell people I used them. And people like it, because they remember, “oh crap, that was good wasn’t it?”
The key is, make it genuine. I spend HOURS responding to emails every single day. It takes time, but it’s worth it.
That’s great stuff! Kinda like Brian and the crew over at Copyblogger – “this is what to do, this is why it works, and this is what I’m doing to you now…” It’s excellent insight and really drives the point home.
Well done, Derek. And I agree. It has to be genuine. If not, people can smell it on you. I believe that’s why my clients like my teaching style when it comes to my personal protection and survival strategies program. They can feel how passionate I am about helping them change their lives. First and foremost, it’s about what I can do for them.
Yea, Clark does it over at Copyblogger, for sure. I also wrote an article about it here:
http://socialtriggers.com/content-credibility-crisis/
Derek I love reading your emails, it’s like opening a Christmas present, knowing it’s going to help me help more.
Would love some feedback on my 2nd (Products) welcome newsletter:
{!firstname}, 1st watch the video then follow the 3 steps below: Help me Help You.
3 Steps:
1. Close your eyes
2. What are you most painful ADHD struggles?
3. What survival guide, app or service do you want me to provide to relieve that pain? Just hit reply to respond, I read every email personally.
Thank you {!firstname} for helping me do what makes my heart come alive, helping you my fellow ADHDers!
(my signature)
That sounds like a great Welcome email, but you don’t prepare people for whatever it is that you do.
Not only do you need to engage people, you should also take the opportunity to tell people what to expect from your newsletter.
I do that on my newsletter when I say this:
“What’s up {!firstname}?
Thank you for signing up. Every week, you’ll receive valuable advice that shows you how to turn web traffic into leads and sales.
And if you’re not getting traffic, I have advice for that too.
In the mean time, I want you to do two things. ”
See what I mean?
Also, I noticed you unsubscribed today! Was that an accident? I’ve been having some strange bounce issues with my email provider, and was wondering if that’s what happened or not.
Wow u noticed that!
Nope I got email happy & had u coming in from 2 different email accounts.
I send out thousands of emails, and my unsubscribe rate is EXTREMELY low. So, it’s not hard to just take a look, and see what’s up
Lat Friday I signed to your list, answered your “struggle” question, & bam, you replied within 30 min or so, & it must have been almost midnight where you are.
Though I appreciated the reply, & applaud you for your timeliness, that’s quite a commitment, and I’m not sure I could emulate that.
My wife tells me I have my nose in the PC too much now!
~Bruce
I usually tell people that I’ll reply within a few days… I do it faster than that, but again, a few days and you’ll be golden.
Where and when do you tell them you’ll reply in a few days?
Well, only way to get on my email list is by private links, and usually in the video — like on smart passive income — i mention it in the video.
Derek, You answered my question a couple of weeks ago, responding with your thoughts in not one but 2 emails
and I am SO appreciative of your feedback! Based on your simple recommendation, I am currently redesigning my home page. You are who you say you are, and do what you say you do. BRAVO!!!!!!!
Funny how that works, right?
Is the bar really that low these days?
Do what you say you’re going to do, and people will be happy.
What’s that say about most people and companies these days? Heh.
People doing what they say they will do is not exactly setting the bar low. It is difficult to always follow through consistently especially when one is dependent upon others for services to make that happen. The more complex a business is the more difficult it becomes to manage all of the parts to consistently deliver products and services. I greatly enjoy your blog and am working to apply many of your ideas to my site:) Thank you.
Derek — Asking what your readers want right out of the gate at the beginning of the relationship is a really good approach. I’ve been doing this with subs in one of my niches for a couple of years. It’s a great way to start the dialogue and ultimately build products / services to solve their problems. It’s worked very well for me.
I would tell you I agree with you, but you already know that, since I do it too
.
I love this dude… This is exactly what I am lacking from my free email series… I tell people to reply to me and share their stories or how they are doing with something, but that is WAY not focused enough…
I should DEFINITELY ask something like, “what is holding you back from surfing anytime you want” or “what is holding you back from exploring remote surf destinations”.
With a re-design and re-launch in the works, I am LOVING the advice I am getting here. Big help man, thanks.
Surfs up,
What’s up Sal? You doing this stuff full time now?
Somewhat… Definitely on my way. Still a mix of client work, but the goal obviously is for my own projects to take the reigns and not “need” client work. I am more interested in living a lifestyle I enjoy anyway, so a good portion of my income still comes from doing surf lessons right now, which to me is fine and dandy and definitely not a “real” job.
I would LOVE to include you on an upcoming social media project my company is working on. Think you have time for a short skype session to tell you about it? We are looking for experts in certain topics (yours obviously being driving sales from social media interactions) I think your know-how is SUPER valuable and I would really love to help spread your world and knowledge.
No rush though, lots of time.
p.s. I will be in NYC the 16-20, definitely going to see Nick, will you be in town?
Yes, I should be here. Will definitely hang out.
Nice man. So this means you’ll be monetizing Social Triggers before too long?
I like how you’ve added a subscribe box in the footer. That’s pretty nifty. Now I’m thinking about doing it myself haha. You mentioned it last time but I didn’t take you seriously.
Duh?
I’m fascinated with the irreverent amount of margin you put between the signup inputs. I’m sure that was deliberate. Maybe I should mimic this?
I’d say stop copying people, and start testing stuff
Hey,
but the student’s test starts copying the teacher and adjusting later. Otherwise, why would you be “teaching” the strategies that work?
Cristina
You’re right. I just give Martyn a hard time.
“Testing stuff” – I love that… ’cause my endeavor is one big fat petri dish!
Seriously tho… My biz is super personal. I develop long lasting relationships with my clients that show results and includes trust and authenticity. It’s been mostly word of mouth and very part time because my other job is mom.
I’ve joined the twitter conversation, started a couple of facebook pages, and even began blogging just to check out the scene and see what the heck I’m doing! Nothing was gelling, but my focus on the web was minimal. I’m ready now, because message is becoming more clear. The sun is coming out!
So Derek, How does this sound? Is this what you’re talking about?
“Are you struggling with staying focused on and sticking to your new meditation practice? Hit reply and tell me one thing that’s agitating you about it?”
So so SO glad I found you! You’re awesome! squeeze ((hug))
thank you
Hi,
I love the idea of asking and responding to a question in your email campaign. How would this work with an autoresponder programme or do you not use this type of emailing marketing?
Thanks
You make this your first follow up message, you’re welcome email.
So if your welcome message/email asks the question,
would your second email respond to that queston
and the third email onwards be the rest of the emails you have already queued up?
Thanks again.
Si Tiptop
I gotta tell you that if nothing else, you have a penchant for making bold statements that are prone to creating controversy. Very nicely done! At least I know when I see something from you I know it is going to be thought-provoking. Again, well done!
Surveys suck! For the most part, yep. Most of them are just mailed (got one from a local state senator recently), emailed, etc. Accuracy frequently depends on the subject, sender, and recipient. They are far more powerful and accurate when done live or over the phone with a small number of respondents with the surveyor having the ability to listen to how answers are given. Far more importantly in small surveys is the ability to read body language of the respondent. It is like a professional poker player reading a bluff and I can tell you that for the trained person, it is a gold mine.
But you are wrong about one thing. People lie all the time to your face and have no qualms about it at all, especially when you are asking them a tough business question that they are not prepared to answer or open up to – especially if you have not yet earned trust. For instance, one of my clients is a foreign trade regulations expert. She helps companies not to run afoul of federal trade regulations. If she goes into an office for the first time and asks if they have any problems following federal guidelines, and the person responsible for the knowledge is the person she is talking to, what do you think their answer is going to be the first time? “No, we have all of that covered.” In a sales situation, you have to assume that the first answer is a deliberate lie or a misdirection while they contemplate the real answer and whether or not they are willing to give it to you.
Ask an attorney if they accept the first answer out of an opposing witness or a a CPA if they ask if your business is struggling financially. Ask any experienced business consultant if they get the big picture the first time in the door. Not a chance!
But you really do come back with a great question. “What are you struggling with”. Now you are phat! Ding, ding, ding, ding. Winner winner chicken dinner. That is how to ask probative questions that get much farther than the superficial stuff. What keeps you up at night about your business? If you could change one thing about your company for the good, what would it be? What is the most trying issue that you face today?
And here is something far more important. Never let the answer to the question lie as-is. If someone gives you the answer, what are you going to do with it? Pounce on it, especially if it might have anything to do with the solution you are providing. In addition, if it is personal, they are going to like the fact that you are centering in on their problems. So, if someone says, “I am having a terrible time with customer service”, then ask them another question. Can you explain that? That is interesting – what about it? I have seen this before – what issues are you having specifically?
You said that people love personal attention. Bingo again. If you ask them to share their issues with you, they likely will, and you will separate yourself from others who do what you do because most people never bother to ask, and more often than that, never respond to the answers. Do it, and you win customers for life that will tell other people about the good experience.
I think you’re catching on to my secrets of promotion
.
One of the best ways to get attention is to pick a fight with someone or some idea, make it as public as possible. then let the press In this case your readers) run with it. It is a great schtick.
I never pick fights for the sake of picking fights though. I simply say what’s true, and back it up
Oh, and, I did read that comment, and you hit the nail on the head. Surveys done wrong suck, and most surveys are done wrong. I give people this new method because it’s easier to do right than a survey.
I tried that today in a different way. I asked this question
If you could change one thing about your business what would it be?
Here was the response:
Being able to more easily educate prospective clients on the investment they are making in their family/business photography. To often, because of the economy, people are trusting that ‘good enough’ is just good enough. There are many level…s of photography and price points, but just because it is less expensive doesn’t mean the message intended is going to be expressed. There’s a place for experience and quality and that is often being driven to a back corner by budget.
Then I presented the solution I suppose we’ll see hwat happens.
Great stuff, Mike.
That’s also a very great question because it probes into what people don’t like, and then you can sell them the solution to that.
Hey Derek,
That’s kinda what I was getting at but didn’t realize it when I asked the question. I had been trying to bounce back and forth between pages etc… Then read over this and realized what going on. The person I spoke with i think all together the responses ended up being 5 emails and I presented the solution in the 3rd conversation. I have challenged myself to try and approach Social media on a different perspective, guess we’ll see how that turns out as well. Funny thing is my entire shift in thinking came from a mishap, a very educational & beneficial mishap to say the least.
What was the exact mishap?
Hey Derek,
The mishap I had recently esperienced was a code. I do all the ad insertions and design on my site. So, I had unknowingly knocked out a code that threw the entire site out of proportion, basically leaving a blank page, 3000 of them to be exact. So I thought about how to handle the issue and best I could figure since i couln’t get the code i needed back, was to simply re do it. Only I thought deeper on the re-develpment and found a way to make my services even better. I want my ads now to become beneficial to both business owners that are marketing but I also want them to be beneficial to their potential customers as well. So what I done was I decided instead of categorizing everything, createa full page ad for those I do have, and include the who you are what you offer and how the consumer benfits. I guess in one sense I turned it into a personalized and more indepth optimized service. The mishap was a great excperience I was able to broaden my horizons for clients both old and forthcoming. The response haa people are taking a second look and understanding what i offer now.
This works and has shock value…I know since Derek used it on me when I signed up a couple days ago.
Question Derek…on a different tack: is there a reason you give all the info in the email as opposed to providing a snippet and asking people to go to your blog for the full story?
I always test stuff.
Sometimes I’ll split test broadcasts and see the difference.
For this one, I just published the whole thing.
Hi Derek,
This blog es amazing! My english is not good enough to speak, but Im pretty good reading. Believe me, the content you’re giving away is a golden mine. I have to thank Pat Flynn, I knew about you on his blog.
Thanks,
Yasel Polo
Ha, funny! I did a survey, consisting of two parts – in the first one the majority answered that they worked efficiently and didn’t spend too much time on e-mails, but in the second part, the majority wanted to learn how to work more efficiently, etc. So you are probably right, nobody wants to project themselves badly even in a survey. I will consider the personal approach you suggest. Thanks!
Best regards Lise
Glad you dig it, and yes, that often does happen on surveys. That’s why there are personality profile tests, where they ask the same question 10 times in different ways, to see if people remain consistent or not.
Hi Derek,
Just wanted to share, that I implemented your approach for the last couple of days. I do consulting on how to do better project management, and my question to subscribers is (translated from Danish): What is your biggest challenge when you work with projects? I already got a few interesting answers back and a lot of goodwill for doing it. Great advice – thanks! Best regards Lise
I enjoyed your article. Its really very useful to me keep posting
Thank you…
My website is related to the travel industry and is about Seville, a city located in the south of Spain. My aim is to become an expert in the subject and offer to my readers the best advice that can be found online while preparing their trip.
I would like to know if they would be willing to buy one or several ebooks on the subject (e.g. guidebooks) or any other product they could find useful.
I designed a survey to include in my future autoresponder series so I guess I’d have to think twice before including it
Since English is my 3rd language I tend to have trouble verbalizing thoughts. How would you write a couple of introductory paragraphs for my first newsletter that would entice enough my readers as to let me know what they would be willing to buy?
Thanks!
Travel is an interesting niche. You can’t really “be an authority” on traveling to one country. Mainly because, once people go there, they won’t go back, or they won’t go back for a few years.
So, you might not want to build a newsletter off the bat. Instead, you might want to focus on converting them into a guidebook style sale, for anyone who is already traveling to Seville. (creating interest in traveling in seville is tough. you should try to find people who already want to go there)
It is me again – disagreeable as usual – but then again, two reasoned sides of any argument just might make for informative reading. You tee it up, and I will take a swing at it.
I think you missed something. She is discussing being known as an “authority” on one city. That is entirely plausible because it is narrow enough – Seville.
I could quite easily hold myself out to be an expert in my home city of 100,000 people, even though it is in a metro area of nearly 2 million. I have lived here all my life – only 57 short years. Yep, I am an old dude – better said to be “experienced”. I know the city government, players, problems, restaurants, shops, big box stores, bed and breakfasts, charities, Chamber of Commerce (on their board), neighborhoods, history – I could write a book.
One of the most important questions she could/should consider before sending a survey is to define her target in demographic – especially culturally biased – terms, and then write the survey questions slanted to that audience.
I agree, that she wants to be an authority on one city. And that’s a great idea.
How will she make money? Her target market are people considering going to Seville. And since people tend to go places once, there’s no need to worry about email lists, in my opinion.
The point of an email list is to get people, and continue to help them, and sell them stuff along the way.
But look at it like this. Once peopel go to Seville, they probably won’t go back, and thus won’t want to hear from her any longer.
That’s why I’d focus on closing the sale right away instead of worrying about email lists and surveys.
But back to her main question. What should she sell? And what should she write about to build herself as an authority?
She should sell anything that helps people going to seville, have an easier time going to seville.
This can be guidebooks. This can be guides to picking the right hotel. It can be anything like that.
Then, with content, she should give away similar content.
@Derek, thanks for your reply.
I assume that, since traffic to my site comes mostly from search engines, people are already interested and willing to go to Seville. So I don’t really worry about that. Besides, I am aware that the travel industry is extremely tough, that’s why I focused on a small niche (Seville).
I’d like to point out a couple of things:
1. You assume people don’t return to a destination they’ve already been to. So, accordingly, I should create a newsletter at all. Could you prove your argument? I mean, I’ve been myself many many times to Paris, Rome or NY for example and I am susbcribed to newsletters about these cities because I am interested in what’s going on there.
2. You presume that my readers would buy “anything that helps people going to seville, have an easier time going to seville”. That’s the most obvious conclusion. But what if I’m missing something and they’re looking for something else? (By something else I mean that I would like them to be more specific on what kind of product they would buy without a doubt). If I don’t ask them I’ll never know, that’s why I was looking for your advice on what question I should ask them