Lesson 1: Deep Dive Survey
In Lesson 2, you’re going to rediscover your ideal customer and understand them like never before.
Before you begin this work of understanding your ideal customer (what we call your persona or avatar) you need to assemble as much data as you can about them.
You may already have been working with your ideal clients for years, or you may have yet to make a sale. Either way, the more data you gather about them, the more in-depth your storytelling strategy will become. It will also help you avoid critical mistakes in the product offer you present to your Hero or customer.
A friend used to be an Olympic sailing coach now she rescues horses on their way to be killed for the meat trade. She decided that she could not stand working with self-centered elite athletes.
You will complete two exercises designed to help you identify a number of potential hero or ideal customer types.
The goal is to generate data so you can make informed decisions about which one you really want to serve.
There are 3 main parts of this lesson
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Create your survey
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Invite contacts to complete the survey
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Analyze the results
How can you survey your customers?
We recommend using Google Forms in addition to 1 on 1 interview.
If you have time order the "Ask" Book by Ryan Levesque. This is a popular book for businesses looking to understand how to master customer surveys. To save time skip to Part 2 (part 1 is Ryan Levesque’s personal story).
Part 1: Create your Survey
Step 1: Survey Template Overview
Watch the instruction video, download your template and complete this step!
Step 2: Survey Example Review
Watch the instruction video, download your template and complete this step!
Step 3: Survey Question Examples
Watch the instruction video, download your template and complete this step!
Step 4: Creating Survey in Google Forms
Watch the instruction video, download your template and complete this step!
Part 2: Invite contacts to complete the survey
There are several ways how you can invite your contacts to fill out your survey
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Talk to people 1 on 1 in person or on a video call (the most efficient way of surveying people).
Ask your friends, relatives, acquaintances everyone you know who potentially might be interested in your product or service.
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Send the survey to your current list of customers or subscribers.
They already know you and trust you. Write a warm email and ask them to fill out your survey so you can improve your product or service and better serve them.
Here is an email template you can use to send it out to people in your list:
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Send out your survey on social media (Facebook, Linkedin)
Ask your friends on Facebook and people you connected with to fill out your survey.
Tell them you are working on a special study and make sure they are interested in your topic so they can help you by filling out your survey.
Tell them it's short and it will take them only 3-4 minutes to complete.
Part 3: Analyze your results
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As soon as you have 20-30 people who took your survey you can analyze results
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Go to your spreadsheet with your responses and start looking for trends
It can be anything: age, gender, depth of response to your SMIQ (Single Most Important Question)
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Highlight the most valuable answers and create a list of insights that you got from this survey
Bonus tip:
The phone number was optional in the survey, however, you can contact those people who left the phone number and get even deeper information.
Listen carefully to what they say because you will get even more insights on your ideal customers and more importantly you will catch their language, which you can later use in your ads copy, email copy, funnel pages copy, content you create, etc.
When you are done with all the steps in this homework, you have 2 options:
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Proceed to your next homework by clicking "Next lesson" button
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Message your coach and check if you need to schedule the next call to review your homework together