We were talking yesterday about the most unsellable, unsexy marketing secret there is: listening. I suggested that you interview people at key points in your funnel, for example after they opt-in or buy.
Something else occurred to me talking about this afterwards on Facebook Live.
When you do these calls, it’s best to ask the same questions every time. It’s then helpful to collate the answers to individual questions.
As you look through the answers, the significant differences hint at ways you might segment contacts in your database.
The similarities across answers are usually things you should write about in your ads, emails and other marketing.
I think this is worth a watch if you missed it:
The questions I normally ask are:
- What were the circumstances that led you to opt-in / buy
- What one thing might have stopped you?
- Were you concerned about anything else?
- What has the experience been like since?
- What has the result been?
You might need to tweak those slightly for your own needs, but what you get is a detailed before and after account that is highly useful.
As a reminder, I’m doing a Facebook Live every week day in October to expand on each of these emails.
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