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How quizzes can increase your email list and sales with Kylie Lang

Today’s episode of the podcast is an interview with Kylie Lang who is a Quiz Funnel Strategist and Course Creator as well as being founder of the ‘Fab Factor'. She works with course creators and coaches to grow their email list, get more leads and have sell out launches using the power of an automated quiz funnel. We talk all about my new quiz – how we did it, the behind the scenes and how it works! We also tell you some of the things to consider if you would like to create your own quiz.

 

KEY TAKEAWAYS COVERED IN THE PODCAST

 

  • Quizzes are another form of lead magnet – something of value you can give to someone in return for their name and email address
  • Some quizzes are designed to simply drive traffic and clicks – they don’t collect email addresses – they are fun and interactive
  • Quizzes that are designed as lead magnets are about building a connection with your audience – they are a two way street – you can give value but also learn more about them in return – this means you can really target your marketing and segment people
  • When people take a quiz, they are invested in what the result is – people love to find out more about themselves.
  • When you create a quiz there are three different types of questions you use in a quiz
  • Acknowledge what it is you said they might be – give them the answers to their question but empower them at the same time
  • Deliver value – give people a quick, actionable win. They can take that thing away and implement it
  • It takes around 6-8 weeks to develop a full quiz funnel
  • Not everyone will read the results page so you need to deliver the results via email
  • Look at your audience – what is the overriding problem they are having? What question can you answer that will appeal to the majority of your audience?
  • Allow your personality to come through so your audience can connect with you and find out more about you
  • The three types of questions: Diagnosis, non-diagnosis and visualisation
  • If you can surprise and delight your audience – you will build so much more of a connection with them!

 

 

THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…

 

Give them the what but not the how – that’s your paid for product!

 

HIGHLIGHTS YOU SIMPLY CAN’T MISS

 

  • How Kylie got to be a quiz funnel strategist
  • Why quizzes are great for businesses
  • The things you need to think about when you create a quiz
  • The three types of questions you can use in a quiz
  • How the back end of a quiz works

 

CHECK KYLIE OUT:

 

Website

Instagram

Facebook

Quiz

 

RESOURCES MENTIONED

 

Take my quiz!

Interact

Active Campaign

Kajabi

 

TRANSCRIPT

 

Hello, and a really warm welcome to this week's episode of the podcast. We've got a good one for you. So you probably know if you have been listening for a while. I have the most amazing quiz out there.

That's, is so clever and does such cool stuff. And we spent such a long time putting it together and today we're telling you all about it. We're going behind the scenes. We're telling you how we did it. We're telling you all the good stuff that went in it and how it works and how hopefully it's going to encourage people to join the right level of the club that is suitable for them.

So I was joined by the very lovely Kylie. Kylie did the quiz for me. Now. She worked with me. She is a quiz funnel specialist, and she worked directly with me and helped me put together the kind of basically helped me put together the quiz. I had a really good idea in terms of like what I wanted to happen in terms of questions and leading people into the Club.

That was as much as I got. So, uh, Kylie Lang is a quiz funnel strategist, and a course creator as well as being the founder of Fab Factor. She works with course creators coaches to grow their email list and get more leads and have sell out launches using the power of automated quiz funnels. After running her digital course company for nearly 14 years.

When there was no social media to speak of, and most courses are paper-based. She made plenty mistakes and has been part of a massive growth in digital marketing at grassroots level. Fast forward 2022 uh, she's got a multiple six-figure launches and a seen her email lists Grove by 700% by creating highly converting quiz funnels.

So attributes much for success to have framework called ‘Fab Factor'. And build an emotional connection with clients and helps them take their next step. So that's the amazing Kylie, like I said, it's a really good episode. I said last week that I was trying to reduce the length of my interviews, just because I know they can be quite long.

And I did say to Kylie, right, we're trying to reduce the length. Let's see how we get on. And we talked a lot, so I'm sorry we are trying, or I'm trying. And I had batch recorded so many of them, so there's still some quite long ones. Anyway. Uh, here is the very lovely Kylie. I can't wait to what you think.

So I am very excited today to welcome to the podcast, the very lovely Kylie Lang. Kylie how are you doing?

Kylie: I'm very excited to be here. Thank you so much. I do well actually feeling very good.

Teresa: I'm very excited that you're here and it will all become apparent as we go on. Uh, the fact that we've worked together and it's exciting to talk about the journey. Um, but before we get started, like we always do. Can you explain to my lovely audience who you are and how you got to do what you're doing today?

Kylie: Oh, absolutely. I'm ancient. I'm 50 now. And I have been in this for more years than I care to count. Um, and I've had several different careers. So I started off as, um, a wedding and event planner many, many years ago. And that kind of led into my second business, which was as a course creator for the wedding and event industry, which was 13 years ago.

So we were still on dial-up internet at that time. If you can remember that, you know, that crazy noise that used to get, and you could get on the phone at the same time and all that jazz. Well, that's when I started my first online course. So you can imagine. The who save learning curve that went on as everything transitioned from snail mail.

Cause I lived in Australia at the time, um, and distance learning isn't bought to Aussies because they've been learning by radio for years now because the country is so big. But it kind of grew and grew, grew. And I absolutely loved doing online training and courses and just being able to put my expertise out there.

And after about go, I got to about 2016 and it got very, very hard to just rely on organic traffic. Suddenly you have to have this thing called a lead magnet. It's like, oh my goodness. I actually have to work at getting clients that doesn't have to come to me anymore. And that's when I discovered quizzes. And it was kind of by accident.

I created this quiz for my wedding business or the wedding academy called what's your hidden wedding planner talent? And it just went insane. It went off the charts and I tweaked it and got better with the questions. I took a course from somebody called Ryan Levesque, who is like the granddaddy of the quiz funnel.

And I learned how to do this for other people. So yes, the wedding academy still going strong. Coming into its 14th year. Um, but I now don't really work very much in that business. They kind of wheel me out for the odd webinar or a master class to do some training, but I have people that run it for me. So now I call myself a crisp funnel strategist, and I build quizzes for living, which always makes people go, “Wow. That's cool. What is it?”

Teresa: That sounds good. I've no idea what you mean, but great.

Kylie: Yeah, exactly. Yeah. That's always happens. So that's kind of like the journey in a nutshell of how I've got to this point now.

Teresa: The thing is like the fact that you were in the online learning space for so long, like the stuff you must have seen, the fact that you were doing on dialogue. Oh my goodness. I cannot imagine.

Kylie: It's like social media. So you didn't like yellow pages was still the big thing. Yeah. You put your ad in yellow pages and hope that somebody would find it, you know, that's how long ago this was. So, and really 14 years isn't that long ago when you think about it.

Teresa: No, but in this industry, it is, it's a really long time ago. Isn't it?

Kylie: There was no teaching platforms. You know how now we have Kajabi, Thinkific, teachable, et cetera. There was nothing. There was two and they were both horrendously expensive, and none of them really meet our needs, but it was one of those things. You, it forces you to really have to learn because it was moving at such a high speed. But that's not a bad thing because you, you learn new skills, but you also understand what you're good at and also what you're not good at. And that was a big learning curve for me as well.

Teresa: We'll say, when did you realize that the quiz thing was like, hang on a minute. This is brilliant. And actually I'm going to pull away from here and go down more this route.

Kylie: It was about two and a half years ago. Um, because I am one of these people who I need a constant challenge. And as much as I do love the wedding academy and the wedding industry has been very, very good to me over the years, the challenge had gone.

So there was nothing I didn't really know about the industry. And of course, when COVID hit, the people was real sort of confidence in the industry, took a bit of a nosedive. It really did. And so it kind of gave me the kick up the bum I needed to go, you know what, I've got people keep asking me, how do I build a quiz?

Can you help me? Can I pay you to do mine for me? And when you have that sort of thing coming at you, without you even looking at looking for it yourself, you kind of need to take the bull by the horns and go. I mean for a penny in, for a pound off we go. Yeah. And that's what I did. I knew what I was doing.

It was a case of putting together a strategy and a structure and really just looking at how I'd done my own and putting that plan and that formula behind it, and then deciding who it is I wanted to work with. And of course, for me, it made natural sense to want to work with course creators and membership owners.

But now, I mean, we've expanded a lot more and I've worked with service providers. I'm currently working with some very interesting people. I've got an opera singer. I know. I've got an artist who has an art membership. I've got Indie musician, like seriously, the different people is insane, but that's the beauty of a quiz.

It works for so many different industries, styles, people, and it really comes down to anything it's knowing what your goal is. And we talked about this when we did yours, it's about knowing what you want to achieve and everything in business starts from that point. Doesn't it?

Teresa: For sure. So if someone sat here thinking.

How does a quiz? Cause I think like everyone's done those quizzes online. I have to say, I don't. Like I'm one of these people I've done quizzes, but I never do like the, the Facebook ones, which the whole boards, paper you or whatever it is, which Harry Potter, I don't do that. I find like some of those ones that are yeah um I don't want him.

Um, but my daughter does and she'll tell me which one I am or whatever.

Kylie: She do them for you.

Teresa: But yes, exactly. So I always, you know, we've seen these quizzes, so someone might be starting to think, hang on, is that what you're talking about? Is that what businesses should be using? Why do they want a Harry Potter one? Like, so just explain what you mean when you're talking about the quizzes and like why a business should be looking at them?

Kylie: So essentially the quizzes that I'm talking about are another form of lead magnet. And we all know that our lead magnet is something of value we give to somebody in return for the name and email address. Simple. Now a lot of lead magnets now are quite wants they are. They are, they're all one sided. It's not a two-way street.

It's a one way street. Now the type of quiz you're referring to the, you know, what Hogwarts house would I be in or friend's character am I, bloody, bloody blah, blah. They're the Buzzfeed quizzes and they've been created with one thing in mind and that is literally to drive traffic and that's it. They won't clicks.

They didn't want anything else. It's not about giving value. It's not about even getting names and email addresses, really, because they're not going to send you anything, particularly they reveal the results immediately. So these are more like the fun, interactive quizzes you've got in things like Cosmo magazine, you know?

Teresa: Yeah. Yeah. Remember the day when we actually fill it in. The box, this is brilliant. Like such a throwback.

Kylie: It really is, isn't it, but didn't, we all do it. We all did it, but that's what those types of quizzes are. They like the online version of our old fashioned tick, the box quiz in Cosmo and all the rest of it. So the type of quiz I'm talking about is one that gives value.

So it's about building a connection with your audience. So. When I say they are a two way street, there is no other lead magnet that will not only allow you to give value to your audience, but allow you to learn about your audience in return, by the questions that you ask, any other lead magnet, it's static, you download it.

You don't really find out anything other than a name and an email address, but a quiz does many, many things. A quiz will allow you to find out things about your audience, it will allow you to give value. It allows people to engage, but more importantly, it really allows you to do targeted marketing. So it's about being able to take that information that you've been given when they've given you their answers, implementing that within your marketing and then segmenting your marketing.

So that instead of sending a generic email to everybody that downloaded your PDF beat sheet, you can actually say, okay, anybody that answered this question with answer A or B or C, they're going to get this. Anybody that answered, let's say, or got this particular outcome they're going to receive this particular offer. So what it allows you to do is get much more into the psyche of your ideal client.

So rather than feeling like you're talking to everyone and it's a bit generic and a bit naaah, you can be so targeted so that your person who's reading it or getting the results or taking the quiz can have this moment where they go, “Oh my God. He, or she absolutely gets me. It's like they're inside my head.”

You want them to have that light bulb moment. And you can't do that with another type of lead magnet. It's impossible. I mean, there's a lot of moving parts as you know.

Teresa: Oh believe me, I know. Like.

Kylie: It isn't just questions, is it?

Teresa: And I think this is the other thing I think, like I would say about any lead magnet, it's got to be quality.

And in fact, when you and I worked together to build my quiz, That was the thing I wanted more than anything. I wanted to make sure I actually gave people something like, cause we've done quizzes before. I'm sure you, if you're anything like me, you must opted to every quiz going. Any lead magnet go in. I'm opting in.

So Kylie's all over the quizzes. So there's quizzes that I've done in the past. I've gone naaah. With the onset. Do you know what I mean? Like, yeah. Well, I could have told you that or, well, that was a waste of time. I've just filled all of that. And then you've told me next to nothing. I have to say a couple of the ones that have come up recently, we've talked about its offset and Paul fills.

Uh, Rachel Rogers' like, their quizzes have really good, but I have to ones that were like a bit lame and then it was obvious. Everyone gets not, everyone gets the same answers, but. It's not really that personalized. And one thing I was so, so keen on was A to make sure I gave people some really good quality, and B that I personalized as much as I possibly could.

So just talk a bit and you, I mean, I know that mine is a little bit on the extreme side. But talk about that element.

Kylie: I nearly had a heart attack, about what you asked me to do.

Teresa: And it's amazing. Like, honestly, it would not be here if you were not doing that.

Kylie: Yeah, you're right. It was fantastic. And I was amazed at the lengths. You are prepared to go to for the personalization, which I think is fantastic, but you're absolutely right. When you get somebody to take a quiz. And this is what you have to remember is that they invested in finding out what the answer is.

So we're humans and we are driven by assessed for knowledge of ourselves. So we love nothing better than revealing something about our personality or, you know, what might be holding us back or whatever it might be. So when you create a quiz and there's three different types of questions you use within a quiz. The outcomes are.

But there's no way I can describe it other than they are beyond important, because if you've asked somebody to answer, let's say anything between 8 to 12 questions, they want something valuable at the end event. And what you're referring to with some of the ones that you've seen is those fluffy time per nothingness that you get at the end of it.

So when you're creating a quiz that actually is going to have an impact with those results pages. You have to think about several different things. The first is you've got to acknowledge whatever it is that you said they might be. You've got to get them the answer to that question essentially, but you've also got to empower them at the same time.

So for example, We with your quiz, it came from a negative angle. So we were asking, what is your business blocker? So that's something that's holding them back. So it's not naturally a positive thing. So once we identified that, we then had to say, “Hey, it's okay, this is what we're going to do to get you out of that, to take you to that next stage.”

So a quiz is about delivering value. It's about giving people a quick, actionable win as well, so that they come away A feeling like they've learnt something, but B feeling like nothing that if they learned something, they can actually take it away. It's tangible and they can implement it. So it's an action step, but you have to be really careful because there's a provisory here.

You give them the what but not the how, because obviously the how is your paid for a product or service. You've got to find that fine line between giving them enough and making them effectively fall in love with you. Build that in your life trust factor, et cetera, et cetera. And not giving them too much where they think, “Thanks Teresa. I've got everything that I need now. I'm off, see you later.”

So there is a fine line there, and there's many different things that you can do from curating, um, put cost episodes like we did with you where we're saying, okay, this is your business blocker. I think these four podcast episodes is the ones you want to go and listen, listen to.

So that's another way of adding value. Creating video again, something we did with you where each outcome had its own video that talked in a little bit more detail about what that outcome meant, how you can never come that outcome, what you can do to improve things. So. Those results. And you will find this people will take a quiz more than once because they want to see whether or not they're going to get the same results again.

Now, if they don't get the same results and that results page is just barely different. Then they're not going to, you've done yourself more harm than good. There's a reason why quiz has taken a long time to put together. And when I worked for a client, generally speaking, we normally set aside between six to eight weeks to actually develop a full blown quiz because the quiz is only one part of that.

It's, there's a whole funnel, as you know, that goes along with it that needs to be created to make sure that Yes, they arrive on these results pages. But again, you've got to remember not everyone's the same, not everybody will read those results pages. So you have to deliver those results to the main email. You've got to make sure they open their email address. And then you want to be able to take all that juicy information and say, okay, well this outcome.

Well, I don't really need to give them a phone call, but they do need an email and they need to be given this, that, and the other, this particular outcome. However, it means that I need to make sure that I either get on the phone with them or send them personalized email. There's a lot that then goes on behind the scenes that you could never do with another lead magnet.

That's all you've done is send them PDF. And when this you put that information.

Teresa: And it's so cool, like I have geeked out of this, I can't even tell you, like.

Kylie: Good! I love it when someone else geeked out as much as I do.

Teresa: Honestly, it was the most amazing thing and the most impressive, but you're right. I think before you even think about the quiz, for me, I think where I was, I knew where it fits and I knew kind of the beginning, not the beginning of that, but I knew what I wanted it to do.

So it wasn't like I just went, I probably need a quiz, like the quizzes I'd built this whole growth pathway, which was huge and had all these levels and steps and all this sort of stuff, and then was able to come to you and go actually. I want to use elements of this, but I want to get them through the other end.

And what I want to do at the other end is I want to know what level their businesses are so I can decide which level is most appropriate of my membership that would work for them. And so I kind of knew how it surrounded, but the stuff that goes into it. So, I mean, let's talk about if we're creating a quiz.

So, um, Obviously one of the most basic things is you need some questions. Well, what, so what would be the one thing you say you've got to do first that you, if you can do a quiz.

Kylie: Okay. Questions and answers are the last thing. So you can't do those first. The first thing you've got to do is look at your audience and like with everybody, and same with you.

Everybody in your audience has one overriding problem. Now that'll get broken down into different reasons as to why that problem exists, which is your outcomes essentially. But your overriding problem that we decided on for you was something was holding your audience members back from growing their business and getting to that next stage in their business.

Now that's quite generic, but it's about really knowing what question you can answer. That's going to appeal to the majority of your audience. Because you don't want to segment it down too far at that point, because otherwise you're going to be wiping out certain portions of your audience. So I always think of it.

You exist with your product or service to solve a problem. What problem are you solving? And that's the question that your quiz should essentially be asking and answering. So the reason you existed in the first place for you, you teach people how to market themselves to a degree that allows them to keep growing and growing and growing and teach them new strategies all the time.

But you do it at different levels dependent upon where they are in their business. So that is your thing. You're thing is you help people to grow their business. All we did was reverse engineer it and say, okay, well, what's stopping you from growing your business. Then what is it that stood in your way?

And we brainstorm different ideas around, you know, what words we were going to use. And in the end, we quite like the alliteration of business offer. It works the other way.

Teresa: Yeah. And, and there's a side note, you know, I, you were really good at those sorts of things in terms of the suggestions of the titles and the way they sounded and the, what, you know, in terms of like, obviously you're an expert in quizzes but I, some of the things you suggested I would never have thought of, or wouldn't have come up with because I would have been probably, I don't know, I just wouldn't be thinking in a quiz mind. And I think there's very specific things that are really useful with quizzes.

Kylie: There are, and you've got to remember, you want people, people are going on a journey through your quiz, albeit a small one, but they still want it to be an experience. So if you want to keep them moving through your quiz to the point where they finish it and give you their name and email address, which is the whole point, then you've got to have interesting questions.

You've got to have questions that. Yes. Some of them are going to be more thought provoking than others, and they're going to make them think in a little bit more depth, but some of them have to be lighter. You can't. No, I'm not saying that every question needs to be, you know what, in my case, what episode would you pick?

Which is always the question I'm going to ask, but it just makes them smile and keeps them going through. Is it a relevant question? No, not particularly. But you've got to keep them wanting to move through.

Teresa: And it was that brand thing as well, which was really important. So for instance, one of the questions in the quiz is if we will going and celebrating your business success, what drink would you buy?

Because obviously when you listen to me, I talk about drink and fizz and cheers and basically anything that's available. No I'm joking. But you know, so that was a really nice one to kind of bring in, to bring in my personality and that's, and that was one of the things that you said. Cause again, I'm not sure.

I would've put those filler questions in because I think my thought is, well, I just need to get to the outcome. I just need to get to the thing. Whereas you came from a more of a, the experience of taking the quiz. What will make them want to take the quiz.

Kylie: And also about getting to know you and allowing some of your personality to be showcased throughout this, especially with someone like yourself, because your brand is yours, you are the brand.

So people need to be able to connect with you. They need to have that feeling of, “Oh, I like her. She's my type of person.” Even in the most basic of feelings, because at this point, obviously they don't know you that well. But that's the whole point of a quiz is building and building and building to a point where they see you as the expert, they feel like you could, they could be your friend.

They build that emotional connection with you, but all of that starts right at the point where not only do they see the image of the quiz and see that first question where they think, and it's got to be thought provoking, that's the same with your question. It's gotta be curiosity based. It's gotta make them click and it's gotta be something.

I actually want to know.

Teresa: Yes.

Kylie: Like if you might think you know what they want to know, but often it's not as complicated as you think it is. And that's why I always say, come back to the point of why you exist in the first place. What is it that you started your business for? You started it to solve a problem.

What was that problem? Reverse engineering. And you've generally got the basis of your question. And then it's about making it clickable making it curiosity bait just getting people to want to actually take the quiz. And you do that as well with your description. So we, we were quite careful over the description for your quiz underneath the title.

Um, and we tightened that up quite a bit. There's certain passwords that I know will get people going. Ooh, Ooh. Yeah. So you have to think about things like that as well.

Teresa: So just, you mentioned earlier about, um, three types of questions, was it? Can you just touch on what those three types are?

Kylie: Yeah. So, and this leads on quite nicely from what we were talking about, um, with your, I keep calling it your gin question, but it's only because you told me you liked gin.

Teresa: I love gin.

Kylie: So now I call it the gin question, but there's three types of questions.

So you've got diagnosis, non-diagnosis and visualization. So diagnosis is, as it sounds, it's the questions that are going to affect the outcomes. So the answers to those questions are going to put you into one of several buckets, buckets, outcomes, whatever you want to call it. Um, so those are really important because those diagnosed with the person taking the quiz.

Then you've got your non diagnosis questions. Now these one’s for you are more important. Because they're the questions you ask to find out information that you want to know about your audience, which in your case, you, there was some crossover between diagnosis and non-diagnosis, because there was things that you wanted to know about your audience, but also segmented them as well.

So it could be that for you, you need to know. How long your lead has been in business for that might be non-diagnosis question that is really important for you. Let's say that you are a social media manager. You might want to know what social media platform, um, that they tend to use most, because that would be super important to you because when I sent them a load of information about Facebook, if they're a TikTok person or whatever. These types of non-diagnosis questions, they didn't have to be demographic questions, but you need to think about if in an ideal world, I could find out certain things about my audience.

What would I want to know? What would really help me to send targeted marketing? What would help me to create content that I know my audience are going to want to know about? So that's what you're looking for with that. And then the visualization questions. Oh, and your fun question is in there as well.

So we always want at least one fun question. Usually it's just one and you put it not at the end, but towards the end, when they might be thinking blind, what are these like? It just lightens the mood a bit. And I think Hmm. But with yours, yours was like a cross between non diagnosis and visualization. Because visualization is about getting them to think about what life would be like with your solution.

So you were basically saying to them, what would you drink, how would we celebrate when your business is doing X, Y, Z. So you're already getting them in that mindset of, oh, she's going to help me to have success. And when we do, we're going to raise our glasses. And we're going to have a bubbles or a gin or a beer or whatever.

So there's, that was a cross between visualization and non-diagnosis. So that's how you split the questions. And I recommend nothing more than between eight to 12 questions. 12 is the absolute max because people will stop. They won't take it. They don't want to feel like they're taking an exam. It's supposed to be fun at the end of the day. So you've gotta be careful with that as well.

Teresa: Yeah, I love it. So obviously one of the things that we talked about there in terms of like the diagnosis questions and one of the things that. That was such a big part of my quiz was the, the backend. How we then transitioned into actual usable stuff. So we built a new recommend interact.

Kylie: I do. Yes.

Teresa: So we built, when I say we, Kylie built with the quiz, and interact.

Um, I've been in some tracks, I've seen how it's done, but yeah, she did it. Interact then talks to other systems. And in fact, this whole conversation, the quiz conversation was pivotal in me, changing over from Kajabi to active campaign.

Kylie: That's right. Yeah.

Teresa: Because I always knew that Kajabi can't, as much as I'm a huge fan of Kajabi and we'll link to it as we will talk about it.

The email system, doesn't stand up to standalone email systems. Um, and, and it's a great as an all over platform, but I think, and it certainly served me well for years, but now I'm at the point where I can afford to pay for an external email system on top of what I pay for Kajabi. So we looked at active campaign, so we went through.

I did an and you did a bit, this huge steep learning curve in terms of, I vaguely knew the platform, but I suddenly had to get to a point where I knew it and we could transfer everything over. But at the same time, I tasked Kylie with a very, very complex. Backend of it. Didn't I?

Kylie: You said and you do.

Teresa: Because one of the things I wanted to do and I've talked about here on the podcast, I wanted to make sure that not only did you get, so the idea is once we come out of the quiz, they get a thank you page.

And you said that really more than you don't want any more than three, because otherwise you're having to create loaded of different, thank you pages, aren't you?

Kylie: Yes. That's right.

Teresa: With your specific results.

Kylie: Actually not 27.

Teresa: Could you imagine.

So we created these three, so we have three main outcomes, but then I wanted the reports to be really, really personalized, based on their answers.

So we created, we basically took three main questions and pulled out the answers from them and it ended up being 27 different variations of this report, which we created. Okay.

Kylie: It is brilliant by the way. I have to say really good.

Teresa: And then we gave it to Kylie. But how do we make this work? So just explain that. I don't expect you to go into the whole ins and outs of active campaign, but just explain kind of what is happening in terms of that part of the process.

Kylie: Yeah. So like you say, Kajabi is brilliant. Um, but. Something like active campaign. It's very intelligent. And that's the point you want to use it once you're starting to do what I call intelligent marketing. Yes. So when you are trying to really segment things and get very targeted with your marketing, you're going to want to use something like active campaign.

But the beauty is, is with interact, there was a direct integration or what we call a native integration, which is good because you don't have to zap it. You don't have to use API to connect it.

Teresa: Which always makes me nervous.

Kylie: Exactly. Because it's more open to things going wrong. And it's not that say peer isn't good.

It is. I use it myself, but there's more chance that if things go wrong. With active campaign, what you can do is the information that you collect. So all the answers can be mapped into active campaign as what we call custom fields. So active campaign will come with some standard fields, like first name, second name, email address, et cetera, but you can create your own.

So you set up a category, which we called quiz something. Didn't quiz, I can't remember what we called it now, but it was quite obvious what? Yes. And then I created an outcome for each individual answer. So that meant that Teresa can basically take any of those and put them into an email without having to create separate emails for every single one.

And when she came to me the idea of 27 different reports and said, how are we going to do this? Well, you're certainly not going to create 27 pages.

Teresa: Because I thought in my head I was going to create like 27 different funnels like, when it lands, it will do this. The solution was so much far better.

Well,

Kylie: the solution was one email instead of 27 emails and essentially it's called conditional logic or conditional content.

So you can, what we did was we wrote email out, um, and the email looked great. And then to get your results um, all you have to do is click a button. But we created 27 buttons and then systematically hidden each one, unless it met this specific criteria, because that's the beauty of active campaign. You can go in and see if this, this, this, and this is happening, do this.

And we did that with every single button and stopped you from having to create all 27 times. It's one email with conditional content in there that is reliant. And that's the other thing about interact actually is you can give different tags. So Teresa had identified these three different questions that were going to be the catalyst for having these different reports.

And there was three different answers. So 27 different variations. And so what we did was create, we created a tag for each answer. And that tag was the piece of conditional content. So in order to meet the 27 different ways of doing this, it was specific to a tag and that it probably has blown missed most people's heads yet, probably mine as I was going through it.

Teresa: Even if it just makes you come back for a second, like, honestly, it's so clever, but then what's the other thing was so, so this, this is where. I think, I would say, and I don't know whether Kylie agreed that this is probably not an atypical quiz that we've done here. Like I had to. Retire years ago. I have really specific things.

I was trying to aim. So not only did I want, so I have my three landing pages. Uh, that you get your results. Then I wanted the different reports, but each different report. I wanted to recommend a level of my membership. So as you guys might know in the podcast, I have three levels club, club plus, and executive club.

And based on your answers, I know. Which would be the best level for you to come into because of the content of the support and the money and all that sort of good stuff. So why was able to look at each of those 27 different outcomes and then attach a level of club to them. So what Kylie was able to do was when people click to get the report, it then gives them the right tag.

And I went through manually as. Coming up with the, looking at the reports of like actively answered this, this, and this, this is the route that this is where they should be. So I had already gone through on a spreadsheet and answered all of them. So then what Kylie of able to do is look, okay, this is the scenario, right?

We need to give them this tag. Yes. So then what I'm able to do and what I've then done with Kylie's active campaign automations, she set up is I've then got to a point that says, okay, we send, I think three emails that go with the same, pretty much to everyone. And then at that point, it then splits you out.

So it basically says, do they have the tag.

Kylie: It's looking for the tag.

Teresa: Yeah. Yes or no. If yes, send them this email. So then that email you'll get from me, we'll say, okay, we identified through your quiz that you need, the club is great for you, and this is why the club's great for you. So again, we took it to another kind of another level as well.

So. Like I always knew in my head that this was a quiz that we were going to do for a long time. I'm going to have around for a long time. I'm going to use for lots of good reasons, because it's so good. But obviously from a work point of view, I think Kylie was ready to kill me because it was such a lot, but.

Kylie: But it worked and it was good. And then we added in other little things in there as well. Like, um, I have my own little things that, like I said, are you getting that then responding to that email? So I'm pretending you're not even there. Um, so it was a results email. So with the results email that comes out, if you then send one about 30 minutes later, and it's a really simple email that just said, um, did you get it in the subject line or something along those lines?

Um, in the email itself, what it says is I just wanted to make sure you've got your results. I'm a bit worried that you wouldn't have got them and they went in your junk mail. Can you just hit reply to let me know you got them? So this is doing several things. It is helping us to teach active campaign, but Teresa's emails, a hot to draw that they should be delivered.

Cause we all know that email deliverability is a bit of a problem, but it's also helping her to identify the people that might be Keenis because they've taken the time to actually hit reply to that email. And it works so, so well, and we've also integrated bonjoro for you as well. So because we've got these different tasks going on, we're able to then say, okay, if you've got an active campaign, we'll be looking to see if you've got this particular tag.

If you have it, then send Teresa a note to say to her, we think this person might be worth sending a bonjoro video to. Not only that it will also put all the details into bonjoro for her because it's a native integration now between bonjoro and active campaign that came about as it was last year. Um, and that has been really good too.

So it just it's that added level of personalization. Um, and it's just, it's surprise and delight is always what I like to use as a description for this. If you can surprise and delight your audience, you're going to build so much more of a connection with them.

Teresa: And, and do you know what I think? And I hope that when people listen to this, they realize that like, this is the kind of effort I, and you put into our businesses.

Like we are not half hearting or anything. Like if I'm going to do something, I'm going to do it really well. So again, that gives people the representation of, okay, when you come into my world, when you join the club, when you go on a course when you join me for the 90 day program, whatever it is, you're going to get the best of the best of the best, because this is the level I work out.

Like this is the standard that I don't want to slip below. And therefore, if you have this kind of crazy good experience in terms of, and I know a lot of my members have taken the quiz and they've come back to me, like this is unbelievable. And I just, the work you've put into it. And so maybe they see it cause they're closer to me.

But the quality of that coming out, if you can see that, then obviously you're going to think. If she's good. If this is this good, what on earth do I get when I'm in her world? And that's super, super important to me. So, okay. So we've given you a kind of like idea about the quiz. Obviously we're promoting it and we're going to out there and people are doing the quiz.

Which is brilliant. Now I'm, I've got something that I would like you to answer that I'm just going to throw at you and I didn't warn you. I was going to do this. So I'm sat here thinking like, is there anybody that wouldn't be good for a quiz? To start off a business. Is there any businesses that you go. No, that probably wouldn't work.

Kylie: No, not really. Because I've even had odd ones. Like for example, I've had an accountant come to me for a quiz, which I thought was quite unusual. I've had a mortgage broker and insurance broker, and most of those are things where you go. Oh, I don't know, but when you actually dig down and this is the key with quizzes is it's about really, really understanding the pain points of your audience.

I mean, a lot of things in business come down to this, but it definitely does. As far as the quizzes concern, you've got to understand what is it that's keeping them up at night. What is it they really want to know and find out. And if you can understand that there's not many businesses that wouldn't be right for this, I don't personally do e-commerce quizzes.

I'm much more of a personality based quiz person. And I have different things that I put together, but it even works for e-commerce. So for example, sofora, the lips, but they did lipstick one. And it was all about how to choose the right shade of lipstick for your skin tone. And then it goes through the curated shopping list of what would work based on the answers they've given with regards to skin tone.

So even things like that can work. But an exciting one that I'm doing at the moment is with a money mindset coach, and he's quite a big name and we've just literally just signed the deal. At the end of last week. And what we decided to do for him was a two pronged attack. So I now have something called a conversion quiz as well.

So the conversion quizzes only use, it's not used as a traffic generator. It's used at the point when maybe you've done a five day challenge and you want to sell whatever it is, whether that's a membership, a course, a one-to-one product, whatever that might be. You want people to qualify for that. So I call that my conversion quiz.

So the quiz is all about whether or not you are at the right stage to have X, Y, Z offer or potentially it will give them. So if you don't actually talk about exactly what the offer costs within your masterclass, you can then send them to three different offers. Based more around what's right for them, what they can afford, where they are in their business, et cetera.

So for this particular money mindset coach, we're doing a traffic generation quiz and we've got four outcomes and each outcome we'll have it. Although we'll go to a results page, they'll then be invited to an individual master class that is specific only to that particular outcome. 15 minutes. That's all I know. I should not be telling you this.

And then at the end of that master class, they get to take, we're calling it his assessment quiz. So we will assess where they are with their money, DNA, and manifesting money and all the rest of it. And we will determine which product they go in from there. So it's actually a two-pronged attack we're doing two quizzes so, I'm putting together these different packages now that so much fun to do as well.

Teresa: So much fun. That's ACE. You need to send that to me. I need to do that when it comes out. But again, I love the way that these different things are integrating. Like you said, go from the quiz to the outcomes to a masterclass from watching the masterclass when get to the end of it. There's an. It's just so, so clever.

And it was funny that you brought up this sofora quiz, because when I was thinking about this question, I was asking that, have you heard of El Machias? I don't even know what I'm saying that, right. They do find a, they do make up, but they specifically do a foundation quiz. They advertise a lot and I've bought their foundation.

And I have to say it's really, it's a very tricky quiz to do, because basically you're having to tell them without showing them your face, like what your tone is and how your skin reacts and how you tan and all this sort of stuff. Um, but I've had that, the foundations are really, really good, actually. I'm not sure I've quite got the exact color, but then I tans and I go pale and whatever.

But again, like I was thinking about that quiz in particular, like, okay, that's a quiz leading you on a sale. However, even if you just take the quiz, they're getting so much good information from that, you know, they're getting your email address. They getting the facts of, okay. The majority of people have the shades of, we need to make sure we got a lot of that shaded, like, you know what I mean?

It's, it's, there's so much good stuff, but so what I wanted to finish off with is I want to give you a couple of my members and I want you to tell me how a quiz could work for them. Are you up for challenge?

Kylie: Okay. I'm always up for a challenge.

Teresa: So let's talk about the lovely Joe. So Joe has a business called little foodies.

It's a subscription box for that's for children, but obviously the parents going to buy it and it's teaching the children how to grow and eat their own food. So it's encouraging them to be healthy with veggies and fruit. And basically it's like, you know, this is how you plan something and then you can cook it like this and within the boxes, lots of different activities.

So there's like a coloring sheet or the sheet does these really cool stickers that. Chart that once you eat it, or you experienced that particular vege, she tells you what's in season, she might do a recipe that might be an activity in there. So she might actually give you seeds and the stuff you need.

And so for her, and it's so good, honestly. So good. So how would a quiz work for her in that business.

Kylie: So for her, her, although the people receiving the pack or the kids it's going to be the parents probably seeing the marketing. That'd be receiving emails.

Teresa: Yeah, because it's fairly young age as well. So it's probably four or five to maybe eight, nine, I would guess.

Kylie: Yeah, so they're quite young. So it needs your, oh yeah. You'd need to give them copies some characters.

Teresa: And she's got characters. So she's already got, cause she's written books. So she has all these different vegie characters.

Kylie: So those vegie characters would be an integral part of the quiz. And essentially we would build stories around those particular vege characters so that the children can identify it.

So the idea would be that the parents and the child would do the quiz together.

Teresa: Love it.

Kylie: So you would then. Awesome. Which vegie character or fruit character, whatever it is that they're doing, that they are because they want to find out well, which 1 am I? And so that's what you would do. And then what you can do from there is you could tell them how this particular character actually works really well with this particular character.

And so you could start to almost do not that I want to do another one with 27 different outcomes. I stopped it really create something. They understand that there's an entire family around this, and right now, you're here, but there's the cousin and there's the this and there that and the other you can do so much with that.

Teresa: Yeah. And that's really cool actually, because her, most of her books that veggie characters have a, uh, uh, she was on, she'd explain it far better than me, but like, you know, so like the tomato, I think was always in a rush and, you know, so they have their own characters of themselves. Do you know what I mean?

It's a bit Mr. Money, but not Mr. Money, if you know what I mean? So it's a bit like there's miss kind of miss whatever, but I do not follow that anyway. So that's a great idea. Okay. Another one then a lovely Caroline who's in the membership. She is a cookery teacher. So basically she used to be a wedding cake maker and she, uh, diversified and is changing fully over to doing classes owning.

So she does in-person and online cookery classes. She does the best gluten-free bread cookery class ever. Like I've been gluten-free for a long time and I've never tasted bread like the one that we made.

Kylie: Cause usually gluten-free bread, you have to taste it because it's so gross.

Teresa: It's horrible. This stuff phenomenal. In fact, when I first tried it, I thought she was making it up.

I was like, no, you've just given me gluten meal. Um, but so she does these online classes. So the idea was to get people to come along, either for themselves, buy it as a gift, do it, especially through lockdown. It was wonderful because especially the online classes, it was like the mum who lives over here and this daughter who lives over here and the sister that lives over there.

Would all come on the same call. And they would all bake something together and learn, but it might be they could learn more. So how does

Kylie: So these are lives?

Teresa: These are live classes. These are literally like, so we're doing it. Uh, the members, if you are a member, when you listened to at my birthday where she's doing a special cook along. So basically what she will do is before the cook long, she sends us the ingredients and the equipment list of what we need.

We have them all ready and she gets on zoom and we're all on zoom. She's in for some trouble. Cause there'll be a lot of Prosecco drinking going on. I should imagine. So she could regret this decision, but then she talks us through how to do it. And then at the end, in fact, we're making leek and mushrooms tarts or something, which is gluten-free and we can make it dairy free if we want to.

So, um, but yeah, so we're making these tarts. So by the end of the class, we will all be able to eat our tarts.

Kylie: That's so cool.

Teresa: Very cool.

Kylie: Does she aim, so does she aim more at people who can't cook, but would like to learn how to cook. Does she aim more at people who are just wanting to do it for fun and do it with family members, et cetera, et cetera?

Teresa: Probably that.

Kylie: Yeah. Okay. So that would be, so I would definitely look at it more from a, it would have to be a personality type quiz. Um, and I think possibly you would want to do something along the lines of, you know, what type of, um, not having baker or cook or anything like that, but it would need to be something that was a lot more creative than that. But allowing them to identify their zone of genius in the kitchen, that type of thing. So, and yes, I would have to come up with a better title than that but.

Teresa: No, no, but yeah, I get the drip.

Kylie: That type of thing. I think it's sort of making them almost like a rockstar of the kitchen. Yeah. And which one would you be? The family members coming along together? So that would be something that would be good for them. That would work really well.

Teresa: And I guess for her, because she does, she, she does some in-person. Uh, you go to a beautiful house, beautiful kitchen, and I've done an in-person class with her. She obviously does the online things. Um, so it could be a case of like, you know, then depending on the answer is that actually you need to come along and do something in personal. You can do something online.

Kylie: One of the questions would have to be along the lines of, you know, not necessarily where do you live, but you know, something that would allow us to be able to identify from geographic location, whether or not it was going to be possible for them to do you know, physical or that schedule um, and she just do a membership or anything like that?

Teresa: No, not yet. No. Obviously we're always talking about ideas and thoughts, but again, the other thing I guess for her is, is when she's thinking about what classes to put on and what's going to be most popular. Like at the moment, because when I say it's fairly new, she's been doing it for a little while, but obviously in terms of historic data, she doesn't have that yet.

So what doesn't have loads of it. So in terms of like, if you put on the quiz, one of the questions, you know, which do you dream that you could make or something like that, you know, which one would you want to impress your friends with then if everyone's saying you know.

Kylie: It gives her some pointers. Doesn't it as well?

Teresa: You know, then that's pointing you down that direction that everyone wants to see that.

Or, or, you know, if she's got four different classes that she does, what she does, she has more than four. And so she does things like macrons and then profita rolls and biscuits and bread. So I know, honestly, this woman. It's painful, especially for someone who's gluten-free. So, you know, she could do like, if, if they choose between them, then she can literally go and look here's that class like, you know, directly.

Kylie: Yeah. And especially if you, uh, you know, you can ask questions about, you know, savory sweet allergies, all sorts of different things. You could actually. Yet again, get really, really personalized. Like you could have so much fun with the results as well. You can deliver them personalized, um, recipes that they could follow. Like there's just so many different things you could do.

Teresa: I love this kind of you and I. So the reason I know Kylie is because I did a tour and it was brilliant, right? It was so good. I did this talk about lead magnets and someone asked me the question. It was like, the universe wants us together. And I'm so grateful to them.

They ask the question, what's the best lead magnet I've ever seen. And I said a quiz and Kylie came up. I was like, I've got to speak to you because guess but honestly, like it was meant to be, meant to be. You are saying my person and in fact, I can see. And obviously you guys can't see us talking, but when someone starts talking about their business, my brain takes a minute or two, and then it's like, ding, ding, ding, ding, ding, all these ideas like, like having a new are exactly the same.

So I love that. I love it. Thank you so very much, not only for coming and being guests on the podcast, but for the phenomenal quiz that you've helped me create. It's so good. And I would highly recommend Kylie if you are thinking of building a quiz for sure. And obviously I link up to everything in the show notes but where do you hang out most? Where would you like people to come and say ‘Hi'?

Kylie: I probably hang out most on Instagram. Um, but I'm not brilliant at social media. There you go. So as long as you have your social media, I am an email girl. So I love telling stories over emails. So I'm usually pretty good at sending out an email once a week. And they're not all sales emails.

I tell you all sorts of stories about my life in France, my dog and anything else. Yeah. They always connect back to what I do in some way, shape or form, but yeah, they're all story-based. So come and take my quiz. That's probably one of the best things to do is take my fact factor quiz.

Teresa: So where can they find that.

Kylie: It's literally kylielang.com/quiz which is another little tip I will give you before I go.

Don't ever, ever, ever link out to your quiz platform and promote that. You promote your own link. You will always want to create link. Trying to think of something as simple as possible, literally like quest forward slash because then I can come on podcasts like this and say to Teresa, this is the link really easy to remember, and you want to do the same thing as well, because otherwise it gets very complicated.

Teresa: Amazing. Kylie thank you so very much. It's been an absolute pleasure to have you on.

Kylie: It has been my pleasure. Thank you. And I've loved chatting with you.

Teresa: There we go. That was Kylie. Wasn't she awesome. We will link up to everything in the show notes for her, and obviously we're going to include the quiz, but is it teresaheathwareing.com/quiz.

If you've not taken it, please do go and take the quiz. It's cool. I love it. But I geek out on this stuff. It's just awesome. Okay. Have a fabulous week and I'll be back next week as always at this time with a solo episode. See you then.

Thank you so much for listening to Your Dream Business Podcast. And if you loved this episode, then please feel free to go and share it on your social media or head over to iTunes and give me a review. I would be so very grateful. .