hey what's up everybody Pat here again
episode 25 of SPI TV we are continuing
our month of books books that I've read
I've just been reviewing some books here
on SPI TV I also have a book club you
can find it at Pat's book club calm you
can sign it for totally free and every
get early access to books that are
coming out as well and I just share the
insight I learned from them today we're
gonna be talking about ask this is a
book that you've probably heard me talk
about a lot recently both on periscope
and on the SPI podcast because in
episode 178 I reviewed or I interviewed
the author Ryan Levesque and this book
has been one of the most impactful books
in my business in a very very long time
the teachings in here are really
determining my future here and also the
future of SPI and the kind of content
that I'm producing here for you and I
learned quite a bit through the survey
results that I wasn't doing my best to
serve you so in this episode I'm gonna
talk a little bit more about what's
inside this book and also reveal some
survey results for you as well from the
recent survey I ran with over 5,000
respondents here we go
so before I share some of the survey
results with you I wanted to dig a
little bit deeper into this book here
now the first survey that Ryan talked
about in an episode and of course I
highly recommend you read this book you
can find it at smartpassiveincome.com
slash ask book smart passive income comm
slash ask book you can actually get it
for free all you have to do is pay for
shipping and you can get it delivered
right to your door you can also pick it
up on Amazon as well if you'd like but
the most important thing the thing that
I worked on and where I got the survey
results from was about this thing called
the deep dive survey and this is a
really important survey that you need to
ask your audience now the thing is you
might know what your audience wants but
if you might know you don't know enough
you need to know for sure who your
audience is and what it is that they're
looking for what is it that they're
struggling with and also what is the
language that they're using too and that
last part is really important because
that's gonna help you determine the
headlines for emails and subject lines
for blog posts or vice versa and also
the copy that you're gonna have in your
sales copy for whatever it is that
you're promoting as well if you want
your audience if you really care about
them and you want them to take action
you need to run a deep
dive survey and it had been 10 years
since I've heard 5 years since I'd ran
any sort of survey on SPI so to have
five years of new people coming in and
not really understanding who they were I
felt terrible after I got these results
but I also was very excited because I
know now what I can do to better serve
you and again I'm gonna get into those
survey results in a second but let's
talk about this deep dive survey the
most important part of it is the very
first question that you ask and it's a
question that could be phrased similarly
to what is the number one thing about
whatever it is that you're talking about
that you are struggling with the most
this is a super important question
because the answers you get back and
actually I got a lot of answers that
were literally paragraphs in length and
could you imagine just what is said
there and how important that is to me so
I can better understand who my audience
is who you are and the language that you
use it is it is crucial and if that's
the only question you ask then then
that's great now you can ask more
questions afterwards and I did in my
survey and I can tell you what those
things were and what the results were
but it is crucial that you ask what are
you struggling with and when you do that
like I said you understand more about
who your audience is that's why these
multiple-choice questions they're not
always the best questions to ask now
there's a couple other strategies I want
to talk about there was a strategy we
talked about in the podcast which is
really interesting Ryan suggests putting
the prompt at the end to actually leave
a phone number if you'd like to get a
call to discuss some of the answers the
reason for doing that is because you can
actually understand who is it in the
pool of respondents that is actually
kind of I don't want say higher level
but maybe just the answer is is more
weighted because that person shows that
they would be even more interested to
work with you so you can actually look
at those people's answers and actually
score them more there's a scoring
process in here for some of the answers
that you get but I'm not going to get
into that right now so in terms of the
deep dive survey again the goal is to
have your audience tell you what they're
struggling with one of the biggest
mistakes that people make is they say
hey would you buy a product about this
or you know they frame the question in a
way that kind of leads them in a
direction that doesn't get their
audience to open up and this is
especially helpful if you're just
starting out now you might be wondering
if you're just starting out how do you
actually get sir
respondents to come in you know I had a
big audience so I was able to get over
five thousand respondents how does
somebody who's brand new get replies
well Ryan talks about this in this book
as well and you can do certain things
like for example pay somebody who has an
audience an influencer to actually ask
that question and then you get those
results back or you can do paid
advertising to a landing page you can
actually pre qualify by asking survey
questions on that landing page as well
to be able to begin to create buckets
and that's the most important thing out
of this surveys through looking at these
answers to this question and also other
follow-up multiple questions you begin
to divide your audience and that's a
good thing you begin to divide them even
if you are in a very specific niche you
will begin to see that there's certain
types of people in your audience and
what this will help you do is understand
these products in these courses the blog
posts who are they made for in your
audience and also in your email
sequences more specifically and this is
the biggest impact it's had on me so far
because I'm in the middle of changing
over my email service provider which
you'll hear more about in the next month
here in October on SPI TV it is helping
me understand who is in my audience and
then I can segment that audience in my
email list and serve them emails that
are particularly just for them and
you'll see this becomes very clear when
you start to understand what my survey
results were now one other point when I
mentioned is this really cool
interesting thing called the do you hate
me email question this is actually the
subject line that he uses that gets a
lot of high click-through rates and when
you bring people through email sequence
for example and you are pitching them on
your product you're trying to get them
to take action they get to the end and
they haven't taken action yet because
you can set your emails up in a way for
when they do they get taken off that
list but if they get to that very last
email you can say do you hate me now you
might want to not phrase it that way it
kind of depends on your niche as well
but essentially what you're asking is
hey what was it about me or what what
about my offer that you didn't like and
those answers that you get from that
question as well
which is all gonna come automatically
through your autoresponder sequence in
your email service provider is extremely
extremely valuable and I thought that
was really interesting
I've never implemented like anything
like that before but it's this and so
many other tips like this in this book
asked by Ryan Levesque that are gold in
for use so that you don't have to guess
any
it takes the guesswork out of this so
you know what to do and then you can
just take action on that and actually
see the results Ryan has helped so many
other businesses he's helped mine and he
can help you too okay so some survey
results I actually asked quite a bit
more questions and Ryan would suggest
because I know I have this great
relationship with a lot of you already I
have a big audience and I figured a lot
of them would want to take the time to
answer these questions and over five
thousand respondents I was correct so
with over five thousand respondents
coming from all the different places the
blog the podcast SPI TV my email list
here's what we have now I did take some
demographic survey questions for example
I found out that that that the audience
is mostly male 56% so it's not skewed
too far in one direction or another half
the audience is between 25 and 45 for
SPI so that that's good insight the
gender split stays mostly constant
throughout all the age groups and so the
interesting thing about this is that
this stuff doesn't really matter in this
case and it's funny because a lot of
times when you talk about demographics
and segmenting your audience and you
know your advertisements we all talk
about what age group are they in or what
gender they are sometimes you have to
dig deeper than that to understand
exactly who your audience is ok so here
we start to get into some of the big
results from the survey 30% of the
audience does not currently run an
online business so 30% of the
respondents don't even have an online
business but that's what I talked about
how to do and then 80% of the audience
including that 30% actually actually
makes less than $500 per month so I
asked some income questions and I found
out that 80% of the audience makes less
than $500 a month this was a big
eye-opener to me I mean I knew I had a
lot of beginners in my audience I didn't
know it was this much but this totally
and radically changes how I approach the
content but the types of courses the
types of books and the types of messages
I send to you as well
and that doesn't mean I leave out that
20% it just means that I know who I'm
speaking to but if I Sigma correctly I
can speak to both in the right way so
then I started to ask some questions
about the kind of business activities
people did so the people who had a
business what kind of activities that
they do now most said that they do blog
posts and social media more
anything else in their business only 44%
actually use email marketing email
marketing so that's actually very
interesting but half would like to learn
more and actually that was the most
surprising thing about this entire thing
was that most people in terms of
choosing from a list of things that they
could potentially learn more about to
help their business we want to know more
about email marketing which is why in
the entire month of October we're gonna
talk about email marketing you can see
how this is already having an impact on
what kinds of content you see and how I
can help you only 16 percent of the
people who took the survey actually have
a podcast and only 10 percent managed
virtual staff now that's also very
eye-opening because those are two things
that have helped me more than a lot of
other things that I've been doing but
for a lot of people they might not
understand that that's really important
and that's where I have to come in and
make sure that that's parent and also
help them manage those things okay now a
couple other interesting things we did
and takeaways we got from ask and Ryan
Levesque was we calculated or Mindy
actually went in there and searched so
she found the responses to that struggle
question that were longer than any of
the other ones so the ones that had for
example more than a hundred words in it
we looked at those people's responses
and there was a really interesting
correlation between the people who
responded longer than others and
everything else that they had to say for
example this group which we call the
thoughtful group because they have long
responses they are less likely to read
the blog by about five or six percent
but they are more likely to listen to
the podcast by twelve percent which is
really really interesting they're also
more interested in learning about
information products and e-commerce than
anyone else and they struggle
significantly more with trying to do too
many things at once
so that's something really interesting
takeaways and finally I had asked a
question at the end similar to that
phone number one that I talked about
earlier but I had essentially asked hey
would you travel to San Diego and spend
a thousand dollars to hang out with me I
would have never thought to add this
question but my team and Ryan suggested
I do this and it was really interesting
to see what happens with the people who
said yes
this group is statistically similar to
the general responsible except for one
key difference than people who actually
said yes they are far more likely to
consume audio and video content than the
blog content so what does that tell us
that tells us that the podcast and the
videos actually are generating own
amazing
relationship with you know through video
and podcasting we're able to make an
incredible connection where people
actually want to spend time with you so
for those of you who are for the 16% of
you who aren't doing podcasts perhaps
you can better yourself by actually
putting yourself out there and creating
a real relationship where people would
actually want to hang out with you and
spend more time with you and actually
spend money to be with you whether it's
for an event or a course or a coaching
call or anything like that they are also
more likely again the travel group to
struggle with perfectionism by about
five or six points so anyway just a lot
of interesting information there's a
whole deck a whole slide deck that my
team prepared for me in terms of some of
the findings and I'll reveal more of
that over time but again I just wanted
to show you the power behind running one
of these services and what you can learn
from doing something like this
so again pick up Ryan's book ask you can
find it at smartpassiveincome.com slash
ask book and I only have to do is pay
for shipping and handling that's a very
free otherwise but also I wanna mention
my book club
Pat's book club calm now if you were on
my book club a month ago you would have
seen an email for me saying that there
was a coupon code to get this book for
free shipping and handling included and
so there's some benefit to getting on
Pat's book club so go to Pat's book club
calm I not only share a new book with
you every single month that I've read
and I enjoy and I want to share some
insight with you but I often get these
books much sooner than other people and
I have exclusive deals like this as well
for you so sign up now
Pat's book club calm and I'll see you
there and I'll also see you in next
week's episode of the SPI TV show or as
p.i TV I never said that before but
anyway thanks so much for watching I
appreciate you see you next week
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