Ask

What they don’t want; and Questions about their past behavior. Asking people what their single biggest challenge is covers both of those items. By asking what their single biggest challenge is, you’re implicitly asking what challenge they don’t want to face any more. At the same time, you’re implicitly asking about something they’ve run into in the

these four surveys collectively form the foundation, because together, they take all the guesswork out of your marketing. And that is the whole point. How do you succeed in market after market with nearly 100% success? You take out all the guesswork.

The thing I (still) love most about Gary Halbert’s style of writing is that it makes you feel like he’s talking to you in your living room, just having a casual conversation. His words stuck. I had to “unlearn” an academic/corporate style of writing I’d picked up in college and been praised for in the corporate world.

Identify the hyper-responsive customers in your market by using the response-length method, force multipliers, and scoring system. Identify the buckets of hyper-responsive customers, and focus all your marketing efforts toward the hyper-responsive segment of your market.

Both what and why are valuable pieces of information worth gathering and analyzing, which you’ll want to echo back in your marketing.

People don’t know what they want.

If you don’t already have an existing email list, you have two main options: You can use someone else’s email list to run your Deep Dive Survey—either by asking a friend or paying to “rent” another business’s email list. (Note: Bonus Material available at: www.AskMethod.com/bonuses.) The major benefit to this option is that it’s faster and often le

Now, the reason for asking both open-ended questions (unlike in the Deep Dive Survey you might send to an existing email list) is because you want to know not only what their single biggest question or challenge is; you also want to know why they decided to search for a solution to that problem today specifically.

Analyzing the demographics of your market, as we did in the preceding section, will tell you who your prospective customers are. Analyzing your open-ended responses will tell you what those customers want to buy.