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.

Earlier we talked about the importance of focusing 100% of your marketing on your most hyper-responsive prospects and customers, individuals who are most likely to purchase from you. The entire Deep Dive Survey analysis we’ve gone through up until this point has been designed to identify who those hyper-responsive individuals are, based on the scor

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

This opened-ended survey is a survey you conduct once, before you build out your online sales funnel.

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.

A survey (or question) funnel operates the same way. You start by asking big wide questions at first, and then those questions narrow, and narrow more, as you ask your customers simple, more precise questions about their situation—until you have enough information to speak to their specific wants, needs, and desires.

Since this is cold traffic, the incentive for filling out the form should be some sort of “ethical bribe,” like a free report or kit that’s positioned to solve the single biggest challenge you’re asking prospects to tell you about in your survey.

Set up a simple site with a Landing Page and a two-step email opt-in process, whereby you simultaneously obtain a prospect’s name and email address (to build your email list) as well as the answer to your Single Most Important Question from your Deep Dive Survey (to accumulate survey data).

If you don’t have a list, and you choose to build a landing page and supporting website to acquire survey data—the primary goal of this page or website is not to make money or maximize profit, but to maximize learning. This is the substitute for sending an email out to a pre-existing list, and this is how you accomplish that. Based on the results,