This is the single most important question you can ask in the Deep Dive Survey, which is why I almost always recommend starting with this open-ended question. The reason why is because if someone starts to fill out your survey but doesn’t answer all the questions, at a bare minimum you want them to at least answer this one question.

Glenn Livingston’s approach helped me focus on what mattered most: the market. I realized that it was much easier to find a market and figure out what to sell them than to have a product and have to create a market for it.

We discovered that by paying attention to the right information, you could not only identify what sub-segments exist in your market, but you can also identify which ones are worth focusing on. And when you’ve done that, you can determine which products to sell, and how to customize your marketing language to speak to each of those segments’ wants,

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.

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

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,

As part of this mastermind group, members also get access to a monthly mastermind call with me personally, as well as weekly calls with experts I bring in to teach advanced marketing topics.

If you don’t have a list to mail, you can begin to create a list while at the same time finding out what those customers want to buy by creating a specifically designed landing page to acquire the customer and information. You can also fast-track this process by partnering with someone who does have a list—by negotiating a deal that will allow you

Whenever my team and I enter a new market, we try to adopt a naïve, beginner’s mind—and let the data drive what to do, rather than rush to judgment. The results of your Deep Dive Survey will tell you what “buckets” to focus on, and therefore what multiple-choice options to present in your “segmentation question.”