SHOWNOTES
Deidra is on a quest to help online entrepreneurs find success on their own terms. She is helping them build a business that will feed their soul and bring them freedom and ease into their lives.
In this episode, Deidra answers these questions:
📝 Why are quizzes THE best lead magnet out there?
📝 What are the different ways you can use a quiz in your business?
📝 What type of business is a quiz perfect for?
📝 What's the first thing you should think of when you want to do a quiz?
📝 What are the biggest mistakes that people make when they build their own quiz?
📝 If you’re promoting your own products, what would be a good next step after the quiz?
📝 How techy does someone have to be to set up a quiz funnel?
Don’t miss this episode and let me know your thoughts after you listen. I always love hearing from you. If you have any questions about this episode, comment below or DM me on Instagram @jen_lehner
RESOURCES
TRANSCRIPT
[00:01.630] - Gary Vee Hey, guys. It's Gary Vaynerchuck, and you're listening to the Front Row Entrepreneur Podcast with our girl, Jen.
[00:09.830] - Jen Lehner Our guest today is a Quiz queen, and when she's not geeking out over Quizzes and Kajabi with her clients, she could be found in the forest walking her pup and nerding out over plants. Welcome Deidra Helmig.
[00:23.940] - Deidra Helmig Hey, Jen. So excited to be here. Thanks for inviting me.
Read more...
[00:27.640] - Jen Lehner I am so, so excited to talk to you today all about Quizzes, and I want to share how I sort of bumped into you, because I think it's a great story. And that is you were an affiliate for my Front Row CEO program, and you had tagged me in one of your posts, and on that post, it took people into this amazing funnel. And the way you had it set up just blew my mind. I was like, wait a minute. This is incredible. It was beautiful. It was really relevant to, obviously, what you were promoting. What I was promoting. And I was like, this is just amazing. So I was like, I have to know more. So, of course, I reached out to you, and you and I started chatting, and you really are like, the Quiz Queen. I just dubbed you. Now, you can use that in your branding capital Q capital Q Quiz Queen, right? So tell us about Quizzes. Why do you think they are a great lead magnet?
[01:37.810] - Deidra Helmig Oh, you know, there are so many reasons why Quizzes, to me, they are the most engaging way to bring people into your world. And it's because people love Quizzes. And the reason why is because no matter what your quiz is about, it can be about anything at all. But ultimately, it's about their favorite topic. And because it's always about themselves. No matter what your topic is about, it's about themselves. Right. They get to answer questions about themselves. They get to learn something new about themselves. But while people are engaging in this exercise in which they're focusing just on them, it's actually a way to promote you. It's a way to promote your brand. It's a way to promote your offer, whatever it is. And even better, if your Quiz is so interesting that people want to share it, like they want to maybe share their results on social media, maybe you've got a Quiz that's like, I don't know, my entrepreneurial, classic rock star persona, Stevie Nicks. Which one are you? Then your brand is all of a sudden getting shared without even lifting a finger. And so that engagement content is just so effective.
[02:50.370] - Deidra Helmig So much more effective than just static content.
[02:53.190] - Jen Lehner Yeah, it's so true. When I was a kid and I'm sure I'm a lot older than you, but, like, every teen magazine and even the grown up magazines like Cosmopolitan or whatever, they always had what love archetype are you? Whatever. We would be out suntanning. This just shows you how old I am. We would be sun tanning. Like rubbing coconut? No, not coconut oil. What would it be like?
[03:23.530] - Deidra Helmig Baby oil.
[03:24.480] - Jen Lehner Baby oil with a little iodine in it? Yes, ma'am. A little mercury. And we'd be taking those quizzes.
[03:30.910] - Deidra Helmig Yeah, like 17 magazine, right?
[03:33.280] - Jen Lehner Yes, absolutely. But then in doing so, then you're also building this amazing email list because of course we all want this email list of ideal clients, not just like a massive list of folks in your email list that they're never going to open your email and then of course, they're never going to buy. But you want those engaged readers, those loyal buyers, and that's what you're going to get when you've got a list of people that have taken your quiz and have loved your quiz. Because the one thing that I love about quizzes is it really gives you a chance to show your personality. Because if you show your personality and people get half with you their quiz and they're like, oh, I don't really like this person, then that's perfect, right? Because they're never going to buy your product, so you don't want them cluttering up your email list anyway. I think of it as a perfect way to give people the opportunity to self select them on or off of your list. So that's another reason why I think that a quiz is just the perfect way it gives a chance to show your personality.
[04:36.850] - Jen Lehner For people who might be new to the idea of using a quiz in business and how they might use a quiz in business, what are some of the different ways that we can use them to help us grow our audience or our conversions?
[04:50.850] - Deidra Helmig So I think of five different ways that you can use a quiz in your business. So the first one, of course, is list building. And that's what I was just talking about before. You can use it as like the ultimate lead magnet, right? And you can just have it running evergreen. You just keep it going and it fills your email list with your ideal people. The next way, and you see this often, is a launch quiz. So this one's a little bit more targeted. It could be a launch of a course or a membership, it could be a store opening, it could be for a flash sale. It's just really targeted in that it's the start of a specific customer journey and the destination is the customer purchasing a specific product. And that's a great I love launch quizzes. The third way is to suggest products and programs. And I call this your shop assistant quiz. So you often see this in ecommerce sites, but it can also be used if you have a suite of online courses or coaching products and you bring people onto your website and then they're like, oh gosh, I don't know which one to choose.
[05:52.530] - Deidra Helmig You can use that quiz to help people kind of narrow down which one is right for them. And then the fourth one is a quiz that is used right inside of a program. So they've already bought your program, but you need to help them kind of progress through your program using a quiz. You can help them categorize themselves so that they figure out what foundations they need to progress. I have also seen it used in the summit and that sort of thing, so they can help them choose what workshops to focus on. It's a great way to just help people progress through your program. And then, of course, as we just talked about, you can use a quiz as an affiliate quiz. So this is what I did with Front Row CEO, where I use a quiz to send my audience to an offer that wasn't mine. So that's the fifth way
[06:45.730] - Jen Lehner I love it. And can any type of business, do you think, use a quiz? What sorts of business do you think this is a quiz is perfect for?
[00:06:53.980] - Deidra Helmig You know what, I honestly think that any business can use a quiz, and it might be because I love quizzes so much. But as soon as I start talking to somebody about their business, even if they don't even know that I do quizzes for clients, I immediately start thinking about what kind of quiz they could build for their business. And I've seen quizzes for so many types of businesses now. Of course, we've all seen quizzes for course creators, membership site owners, service providers, coaches, that sort of thing. But I've also seen quizzes for realtors for people in the financial industry, for folks in the healthcare industry. I saw a quiz once. It was something like, what's causing your dry eyes? Another one for an orthodontist. It was something like, are you ready for invisalign? You know, they really are useful for just about everything I even saw in my town, there's an ice cream shop, like just one of those local artists in ice cream shops, and their quiz is what flavor are you? And it's all based it's very local, all based on questions about my city, like, what's your favorite festival? What's your favorite restaurant?
[07:59.810] - Deidra Helmig What are your favorite landmarks? And then it tells you what flavor you are. And then they give you a Spotify playlist that represents that flavor. Yeah, and it's not a lead magnet. They're not collecting emails or anything, but it's super duper shareable. So when you take the quiz and then you post about it on social media because it's so fun, and then you ask your friends, oh, what flavor are you? And then they take the quiz, and then they're thinking, oh, I really feel like ice cream now. I think I want to go to Kind Ice Cream. That's the name of the ice cream shop. And then they make that playlist on Spotify, their favorite. And then they think about ice cream every time they play it. It's just such a brilliant idea, right? Yeah, so yeah, I think that just about any business could use a quiz and your quiz really can represent the type of business you have. I don't think that maybe an orthodontist is going to make a fun and fluffy quiz where an ice cream shop would, right? Yeah.
[08:59.010] - Jen Lehner But I would take that. Like why are your eyes dry? Quiz. I have the driest eyes, they drive me nuts. And that's a quiz I absolutely would take. Alright, so let's say, I'm listening. I'm like, yes, I think I definitely want to try a quiz. What are the first things I need to think about before I start building a quiz?
[09:23.570] - Deidra Helmig So I think the very first thing that you want to think about, and I see people make this mistake a lot that they don't do this, is you want to think about how your quiz is going to lead your quiz takers to your offer. And I see people make two big mistakes around this. First, people build these really interesting quizzes, but their quizzes don't have anything to do with their offers. And I've actually made this mistake and my very first quiz that I ever built for myself, I made this mistake. And I'm not describing my mistake, but say somebody does a quiz and it's something like, what shade of lipstick matches your personality? Which sounds kind of fun, but maybe their offer is life coaching or something, right? Like they just don't jive at all. And I'm not saying that you can't somehow tie them together, but you need to be super intentional about it. So for example, I'm working with a skincare company right now and originally they thought they would do something like what's your skin type quiz? And I thought, okay, we could do that, that could be effective. But it's kind of boring, right?
[10:33.260] - Deidra Helmig We want to be unique. We want to do something that makes your quiz fun and shareable. And so we talked a little bit more about what their ideal client is and who they want to call into their funnel. And the skincare line, it's super natural, it's a beautiful line, very luxurious. And the CEO was talking about how they have these different products that work for different people and it depends on how much effort they want to put into their skin care and their self care routine every day. And some people want to wash their face at night and just like having one product and that's it, keep things super simple. And then there are others that want to just use the full line every day and night, like they spend an hour every evening on their skincare routine. So not me at all. People do that. And so we thought, why don't we turn it into a personality type quiz? What's your skin care routine? Personality. And then we gave each personality a celebrity archetype. So the one with the super complex skincare routine is Gwyneth Paltrow. So still quite natural. But very luxury. And then we've got Drew Barrymore in there, and we've got Shailene Woodley and oh, shoot, I forget the other one now.
[11:45.000] - Deidra Helmig But it's based on celebrities that love luxury products but still very natural products. So the question asks the quiz asked questions about how natural or how crunchy they are, but how much effort they put into their self care. So then when the quiz taker gets their quiz result, they're told you their celebrity personality is so that's kind of fun and kind of shareable. But then they're also led to the shopping cart with a product bundle based on, say, what Gwyneth would buy or what Drew would buy. So then, in other words, what's ideal for that quiz taker. So then the quiz is fun and shareable, but it also leads to the offer, right? So you're not making that mistake of making a quiz fun and shareable, but not related to the offer. And of course, if I'm going to get Drew Barrymore, you know, I'm going to share that because I'm a huge Drew Barrymore. Yeah.
[12:41.330] - Deidra Helmig But then the other mistake that I see people make is the other side of the spectrum, where they build a quiz, and then they try to lead it straight to the sale. It's like, oh, thanks for taking my quiz. Great. Want to sign up for my $10,000 Mastermind now? Right? A quiz is usually a conversation starter, not necessarily for ecommerce sites because those are typically lower ticket items, lower cost items, but when you've got a higher price point, then your quiz is your starting point. It's a great way to get the ideal people into your funnel, but then you usually need to add another step, just like what we did with your, well, for my affiliate quiz into Front Row CEO, it went quiz, and then I led them to your training video series and then to the offer of the product. You don't just go, quiz and then a signature course or something like that, because when you're dating, you don't just say, hi, nice to meet you, want to get married? You need to kind of build that relationship.
[13:56.390] - Jen Lehner Okay, well, what if you didn't have an affiliate workshop to send them to? If it was your own product, what would be a good next step after the quiz?
[14:08.400] - Deidra Helmig So it's just like, with any funnel, even if you had, like, a lead magnet checklist or something like that, then you want to do webinars, challenges. A training series is great. Maybe a free training week or something. Just something where people can get to know you and experience more of you a little bit more so that you're building that relationship.
[14:35.450] - Jen Lehner Could you get away with just having, like, an automated nurture sequence? Just email at the end of it.
[14:42.870] - Deidra Helmig Yeah, you definitely always want to have that at the end of your quiz. You want to have a really great welcome nurture sequence. What I always suggest is that when you have your quiz. Say you've got four different results on your quiz. Then you're going to have four different nurture sequences so that you're talking to each of those different results buckets. The people in those results buckets in different ways so that you're connecting with what they told you in the quiz. So that you're telling them a little bit about, I recognize that these are your pain points. I've got these solutions for you, and then they're feeling very heard, they're feeling understood. You're really connecting with them that way. I still think, though, that if you're sending them to an offer, especially one that's a higher price point, that building a little bit of that relationship, even if it is through a video training series, which still could be automated, give them an opportunity to get to know you a little bit more face to face. I know that it's still automated. I know that you're not having that conversation with them one on one, but it still gives them a chance to have just a little bit more face time with you, I guess.
[16:09.230] - Jen Lehner Yeah. And honestly, I guess the cornerstone, the gold of the quiz model is being able to really hone in on an individual's particular problem and to really be able to connect with them where they are and have it just be so much more personalized and customized. Because I love the idea. Like, I'm thinking maybe I create a funnel. I mean, I create a quiz for my whole list to try and do a better job in segmenting the people who are already in my list. First of all, based on sort of looking at the way that you set up your funnel and understanding more about funnels, I'm seeing what a great opportunity it is and really an opportunity. I think I've squandered, like I haven't taken advantage of this like I should have. And so I'm thinking, why not go back to the list that I've already built and just say, hey, look at this great, fun quiz. I know that Amy Porterfield did this recently, and I thought it was so cool because she created this quiz and she did a bulk insert to all of her podcast episodes at the front end of her podcast.
[17:37.900] - Jen Lehner So any podcast she had ever created, she was able to just insert this little ad that said, hey, real quick, I just created this cool quiz that you might want to take. It'd only take you a couple of minutes. Here's the link. And then when she was done with whatever that promotion was, she could also bulk remove all of those ads. And so I literally changed podcasting platforms. And for anybody who's curious, I'm now on Captivate FM because they have this feature and it's so slick and easy to use, and I haven't done that yet, but that's sort of what I'm planning to do. I plan to put together a quiz and insert it on the front end of every podcast episode that I've done to try and also I'll email my list, but to do this as well.
[18:23.820] - Deidra Helmig Right. And one of the really cool things that you can do with quizzes is typically you think of a quiz as every question you ask will tuck people into whatever results outcomes you've got, right? But you can ask questions in there and everybody who's listening is going to be every time they take a cruise now, they'll be like, is this one tucking me into results or not? The questions that are tucking people into results, those are called diagnostic questions. But then you can also put in non diagnostic questions. And these non diagnostic questions don't put people into results outcomes. These are just questions that you as a quiz builder, you just want to find a little bit more information about your quiz takers. So say you wanted to find out, I don't know, do you have blue eyes or brown eyes if you needed to know that for whatever reason, right? A really great question is what's your biggest challenge when it comes to whatever? And then you give them four choices and then you might use that information to build another product down the road or something like that, right? So it's a great way to gather information for future products.
[19:41.800] - Deidra Helmig Or you can also gather information about products that you currently have and how you might want to market it. To me, they can replace surveys because if you send something out to your list and you're like, hey everybody, take my survey, people are like, a survey, that's not exciting. But if you're putting some questions into a quiz where people are going to learn something about themselves and it's a really fun quiz and it's really engaging and everything, then people of course are just going to jump on that. I call it gamefied data collection.
[20:19.010] - Jen Lehner Love that.
[20:19.890] - Deidra Helmig Yeah. So I think that's another reason why quizzes are just so great for the quiz builder. But then of course the quiz taker is benefiting from it as well.
[20:30.110] - Jen Lehner So how techy does someone have to be to set up a funnel? I mean, a quiz funnel.
[20:37.010] - Deidra Helmig Techie not really. Like, my favorite quiz platform is Interact, and you don't have to be techie at all. It's such an easy platform to use and that's why I recommend it to everybody. Really easy to use and the support is amazing. It's the one I recommend all the time. What's a little bit trickier is some of the strategy behind quizzes. Like I said, the first quiz that I ever set up was it was fun. People really enjoyed it and everything, but it did nothing for me because I didn't understand the strategy behind a quiz. And I got a bunch of people on my email list that were never, ever going to buy anything from me because I didn't understand what I was doing and that sort of thing. So that's kind of where it gets a little bit tricky. Not to say that I didn't learn a lot from it. So I'm not telling people not to build a quiz, but just know that there is a bit of a learning curve there.
[21:40.010] - Jen Lehner Well, I think it's more than a bit because I think strategy can be very, very complex. So, you know, that little thing that you're saying is a bit is really kind of what you are an expert at, which is a lot. Right? So it's a big thing to be able to really be able to set this up with good strategy behind it. So, on that note, do you have resources for people? Can people work with you directly? Can you help them with the strategy? What do you do to help people with quiz funnels?
[22:13.980] - Deidra Helmig Yeah, for sure. So I've got a few different resources. My signature offer is a Quiz funnel and a Day. So basically it's my VIP day, where I work with people to build their quiz funnel in one day. Not to say that there isn't homework for my clients to do beforehand. They do a bunch of homework, send it to me, and then based on what they send me, then we work together. I work with them for about 3 hours on that day and then go and I work solo for the rest of the day building out their funnel. So that's one way to work with me. And then I've got a couple of other ways. And this is for people that want more of a DIY offer. My first is what I call my quiz AMA, like ask me anything. And so it's just basically an hour for somebody to have with me where they can literally ask me anything about their quiz. So we can brainstorm, we can strategize, I can take a look at their quiz and we can do a little bit of tweaking, that sort of thing. And then I also have a quiz audit.
[23:22.110] - Deidra Helmig So if somebody's got a quiz either up and running or that they're about to launch and they just want me to take a look at absolutely everything, everything from the questions to the funnel to the mapping and everything, and I audit it, give them a full report with my feedback and recommendations. That's another one of my offers. And I do have a course in the works. I was hoping that it would be available before the end of this year. I can't promise that. So I will have it offered at some point. It's called Quiz Genius.
[23:55.580] - Jen Lehner So love that.
[23:57.380] - Deidra Helmig So that's coming up for sure by the beginning of 2023.
[24:00.490] - Jen Lehner And so what's the best URL for people to find you, the best place for people to connect with you?
[24:06.820] - Deidra Helmig It's at deidrahelmig.com.
[24:09.950] - Jen Lehner All right. And Diedra is Deidra and then Helmig is Helmig. Right, well, Deidra, thank you so much. I'm so excited about diving more into funnels. You've totally inspired me. I hope you've inspired our listeners. I bet you have. And come back anytime.
[24:30.980] - Deidra Helmig Yeah, this is super fun. I love talking about quizzes, so I will talk and talk and talk about quizzes anytime.
[24:37.430] - Jen Lehner Great. Thanks so much.
[24:39.450] - Deidra Helmig Thanks, Jen. Bye.
