Ask

Ask Plot Summary

Introduction

Have you ever wondered why some businesses seem to read customers' minds while others struggle to make a single sale? The difference often lies not in the quality of products, but in understanding what customers truly want. Most businesses make the critical mistake of assuming they know what their market desires rather than actually finding out. This challenge of understanding customer needs is what we'll explore throughout this journey. You'll discover a proven formula that has generated over $100 million in sales across 23 different markets by simply asking the right questions in the right way. Rather than guessing what people want or forcing a one-size-fits-all approach, you'll learn how to create systems that allow customers to tell you exactly what they want to buy, when they want to buy it, and even how much they're willing to pay. The principles are simple yet profound, and by the end, you'll have a complete framework for transforming how you connect with your market.

Chapter 1: Prepare: Conducting the Deep Dive Survey

The foundation of understanding what your customers want begins with the Deep Dive Survey. This critical first step gives you unprecedented insight into your market's true desires, challenges, and language patterns. Unlike traditional market research that asks direct questions like "What do you want?", the Deep Dive Survey employs a counterintuitive approach focusing on what people don't want and what they've experienced in the past. Ryan Levesque, after struggling in his early online businesses, discovered that people rarely know what they want when asked directly. However, they can easily articulate what they don't want and what problems they've encountered. For example, when entering the memory improvement market, Ryan didn't ask visitors what memory techniques they wanted to learn. Instead, he asked: "What's your single most important question about memory improvement? And what prompted you to search for the answer today in particular?" This subtle difference yielded remarkably honest and detailed responses. The responses to his memory improvement survey revealed surprising insights. Many respondents weren't just interested in memorizing facts for exams as he had assumed. Instead, many were older adults concerned about age-related memory decline, professionals embarrassed about forgetting clients' names, and people experiencing memory issues after health problems. These insights completely changed his product development and marketing approach. To implement your own Deep Dive Survey, start by drafting open-ended questions that invite detailed responses rather than yes/no answers. The key question always centers around identifying your prospect's "single biggest challenge" related to your market. Once you collect these responses, analyze them manually (this cannot be automated) to identify patterns and themes. Pay special attention to the longest responses and those where people willingly provide contact information, as these indicate highly motivated prospects. When analyzing your survey data, look for the 80/20 distribution – what major themes emerge that cover most of your market? In Ryan's marketing business example, he discovered four primary customer challenges that covered 73% of responses. This allowed him to create targeted messaging and solutions for each segment rather than using a generic approach that speaks to no one effectively. Remember that the Deep Dive Survey isn't about validating your assumptions but about discovering what you don't know. Even experts who have been in their field for decades are often surprised by what their survey reveals. This humble, data-driven approach is what separates businesses that truly connect with customers from those that merely guess at what might work.

Chapter 2: Persuade: Creating Your Self-Discovery Landing Page

The Self-Discovery Landing Page serves as the gateway to your customer relationship, inviting visitors to begin a journey of personal discovery through your survey. Unlike traditional landing pages that immediately ask for contact information, this approach positions your survey as a valuable diagnostic tool that will provide immediate benefit. The psychology behind this approach is powerful: rather than selling to your prospects, you're positioning yourself as a trusted advisor who can diagnose their specific situation. When Ryan implemented this approach for his RocketMemory business, his landing page featured a compelling headline asking, "Is it possible to improve your memory in just three days using these techniques?" This question format invites curiosity rather than skepticism. The accompanying video explained that there are only a limited number of memory challenges people face, and by answering a few simple questions, visitors could discover their specific memory type and receive personalized recommendations. This approach created immediate engagement and trust. The key to making this work is authenticity and psychological understanding. Ryan's video script followed a precise formula: First, he introduced a compelling hook that spoke directly to his market's desires. Then he used "if-then" statements to help prospects self-identify with specific challenges. Next, he hinted at solutions while acknowledging there's no one-size-fits-all answer. Only after establishing credibility did he introduce the survey as a diagnostic tool. To create your own Self-Discovery Landing Page, focus on simplicity and clarity. Keep your company branding modest and unobtrusive. Your headline should be framed as a question that sparks curiosity rather than making bold claims. The video (or text if you're not using video) should establish why the prospect should trust you, explain the value of taking the survey, and provide clear instructions on what to do next. Always include a mild urgency element without resorting to manipulation. The psychology behind this approach is what Ryan calls "playing doctor." Just as a doctor asks diagnostic questions before prescribing a solution, your landing page positions you as a professional who needs to understand the specific situation before making recommendations. This creates a level of trust and engagement that's impossible with generic sales pitches. It also dramatically increases the likelihood that prospects will provide their contact information after going through the survey process. Remember that the goal isn't to sell at this stage but to create genuine engagement. By focusing on helping prospects discover something valuable about themselves, you build the foundation for a relationship based on trust and personalized value rather than pushy sales tactics. This fundamentally changes how prospects view your business from the very first interaction.

Chapter 3: Segment: Designing the Micro-Commitment Bucket Survey

The Micro-Commitment Bucket Survey is the heart of the Ask Formula, where you guide prospects through a series of carefully designed questions that segment them into the right "buckets" for personalized marketing. Unlike traditional forms that immediately ask for contact information, this approach starts with simple, non-threatening questions that build momentum toward providing more personal information. In Ryan's marketing business implementation, he discovered through his Deep Dive Survey that clients fell into four distinct categories: those selling to multiple sub-markets, those struggling with paid traffic conversion, those needing to fix existing sales funnels, and those entering new markets. Rather than creating a one-size-fits-all solution, he designed a survey that identified which category each prospect belonged to, allowing him to deliver precisely targeted solutions. The survey begins with what Ryan calls a "Grease the Wheels" question – something incredibly simple to answer that creates action-taking momentum. For example, "Are you a full-time entrepreneur or do you have a day job?" This easy question bypasses the prospect's natural resistance to providing information. Each subsequent question builds on this momentum while gathering valuable data about the prospect's situation, culminating in the crucial "Segmentation Question" that determines which specific solution to present. Creating your own Micro-Commitment Bucket Survey requires following a specific sequence. Start with your simplest demographic question, then add 2-4 "personalization" questions that help you understand more about their situation. The final question should be your segmentation question, which directs them to the appropriate bucket based on their specific challenge. Each question should be customized based on previous answers, creating the feeling of a personal conversation rather than a generic form. The true power of this approach lies in its psychological foundation. When someone visits your website, their natural defenses are up. By starting with small, easy commitments before asking for contact information, you create what psychologists call "action-taking momentum" that bypasses the limbic system's fight-or-flight response. This dramatically increases both completion rates and the quality of information gathered. Remember that the survey should mimic the experience of having a real conversation with the prospect. Just as you wouldn't immediately ask for someone's contact information in person without first getting to know them, your online approach should follow the same natural progression. This fundamentally human approach is why the Micro-Commitment Bucket Survey consistently outperforms traditional opt-in methods across virtually every market tested.

Chapter 4: Prescribe: Delivering Your Post-Survey Sales Prescription

After prospects complete your Micro-Commitment Bucket Survey, they arrive at the Post-Survey Sales Prescription page. This critical touchpoint transforms the insight you've gained into a personalized recommendation that addresses their specific situation. Unlike traditional sales pages that offer generic solutions, this approach demonstrates deep understanding of the prospect's unique challenges before introducing your product or service as the logical solution. When Ryan implemented this approach in his marketing business, prospects who identified "making paid traffic convert" as their primary challenge were directed to a video that specifically addressed what he called the "Cold Traffic Curse." The video began by acknowledging their survey submission, diagnosing their specific challenge with a memorable label, and explaining exactly what this diagnosis meant for their business. Only after establishing this deep understanding did the video transition to introducing his solution. The structure follows a proven psychological pattern called "Problem, Agitate, Solution." First, you acknowledge and label the prospect's specific challenge based on their survey responses. Next, you demonstrate your deep understanding by describing their symptoms and challenges in such vivid detail that they feel truly seen and understood. This creates an emotional connection far stronger than generic marketing could achieve. Finally, you introduce your solution as the natural answer to their specific situation. To implement this approach in your business, create a video or text-based message for each major "bucket" identified in your survey. Begin by thanking them for taking the survey and acknowledging the specific challenge they identified. Next, provide a label or diagnosis that helps them understand their situation in a new light. Then demonstrate your deep understanding of their challenge, speaking directly to their specific pain points using the natural language discovered in your Deep Dive Survey. Only after establishing this connection should you introduce your solution, framing it as the natural prescription for their diagnosed condition. Present your offer in the context of other possible solutions they might be considering, explaining why your approach is specifically suited to their situation. This creates a natural transition to your sales message without feeling manipulative or pushy. The power of this approach lies in its personalization. When prospects feel truly understood, they're far more likely to trust your recommendation. As Ryan discovered across dozens of markets, this personalized prescription approach consistently outperforms generic sales messages, sometimes increasing conversion rates by 300% or more. By speaking directly to each segment's specific challenges in their own language, you create a connection that generic marketing simply cannot match.

Chapter 5: Profit: Implementing the Maximization Upsell Sequence

The Profit Maximization Upsell Sequence is where the real financial power of the Ask Formula becomes evident. While many businesses focus solely on making the initial sale, the majority of profit often comes from what you sell to customers after that first purchase. This sequence leverages the psychological momentum of the initial purchase to introduce additional products or services that enhance the customer's experience and dramatically increase your revenue per customer. Consider the case of a well-known fast food chain that Ryan analyzed. They spend approximately $1.97 in advertising to bring each customer to their drive-through. Their most common initial purchase, a hamburger, generates about $2.08 in profit – resulting in a mere $0.11 profit margin. However, when they ask "Would you like fries and a drink with that?", the profit per customer jumps to $1.13 – a tenfold increase simply by asking for an additional purchase at the right moment. The psychological principle at work is simple but powerful. Once someone has overcome the inertia of making that first purchase – both mental ("Should I really spend money on this?") and physical (getting their credit card out) – they're much more likely to make additional purchases immediately afterward. This creates a critical "buying window" where customers are psychologically primed to spend more, but only if the additional offers enhance their initial purchase in a logical way. To implement this in your business, Ryan recommends three specific frameworks. The first is simply offering more of what they just purchased at a discount (like buying multiple bottles of supplements instead of just one). The second framework offers ways to achieve the same result faster or easier (like adding coaching to a course). The third and most sophisticated framework introduces solutions to "good problems" customers will have after succeeding with your initial product (like how to invest money after a successful salary negotiation). If a customer declines your initial upsell offer, the sequence continues with what Ryan calls the "Almost as Good" downsell – a less expensive alternative that delivers similar benefits. For example, if someone declines a full coaching program, you might offer a "fast track" version at 20% of the cost. This approach captures sales that would otherwise be lost while still providing significant value to customers. The key to ethically implementing this sequence is ensuring each additional offer genuinely enhances the customer's experience and helps them achieve their goals more effectively. When done correctly, customers actually appreciate these additional recommendations rather than feeling pressured. This creates a win-win scenario where customers receive more comprehensive solutions while your business dramatically increases its profitability.

Chapter 6: Pivot: Building Your Email Follow-Up Feedback Loop

The Email Follow-Up Feedback Loop represents the final essential component of the Ask Formula, allowing you to continue the conversation with both buyers and non-buyers to maximize sales and gather invaluable market intelligence. Rather than giving up after the initial sales attempt, this systematic approach can increase your conversion rates by 25-75% through strategic follow-up while simultaneously improving your entire sales process. Ryan's implementation of this approach includes two distinct 12-email sequences – one for buyers and one for non-buyers. The non-buyer sequence begins with delivering the promised survey results, followed by a three-part story series that educates while gently guiding prospects back to the sales message. This is followed by a four-part "Sales Acceleration" sequence that offers different entry points to the same solution, addressing various buyer psychology types from logical thinkers to testimonial-driven decision makers. Perhaps the most powerful element of this system is the "Do You Hate Me?" survey sent to non-buyers. With this somewhat provocative but tongue-in-cheek email, Ryan asks prospects why they didn't purchase despite being offered his best solution. The responses provide invaluable feedback about objections and concerns that weren't adequately addressed in the sales message. This creates a continuous improvement loop where the marketing constantly evolves based on real customer feedback. To implement this in your business, create email sequences that progressively build value and address different decision-making styles. Write in a conversational, friendly tone rather than formal "corporate speak." Always include clear calls to action in every email, conditioning readers to click links. For non-buyers who don't respond to any offers, implement the "Pivot Survey" which asks what other topics they'd be interested in learning about, creating opportunities for new product development and sales. For buyers, create a parallel sequence focused on ensuring they use and benefit from their purchase, followed by relevant upsell opportunities. This might include consumption emails that help them get maximum value from what they bought, followed by logical next-step products or services. The sequence concludes with feedback surveys similar to the non-buyer sequence, but focused on why they didn't purchase the upsell offers. The true genius of this system is how it creates a perpetual feedback loop that continually improves your marketing while opening new revenue opportunities. By systematically testing different approaches, gathering feedback, and adjusting based on results, you create an ever-evolving system that becomes increasingly effective over time. This approach transformed Ryan's business from a small startup to a multi-million dollar enterprise by letting customers tell him exactly what they wanted to buy next.

Summary

Throughout this journey, we've explored how the seemingly simple act of asking the right questions in the right way can transform a business. The Ask Formula isn't just another marketing tactic—it's a complete paradigm shift in how we understand and communicate with our customers. As Ryan Levesque discovered through his own near-death experience and subsequent business transformation, "When you come to terms with your own mortality, it gives you a level of focus and clarity unlike anything else." The time to implement this approach is now. Choose just one element—perhaps the Deep Dive Survey or the Micro-Commitment Bucket Survey—and begin applying it in your business today. Don't worry about perfection; focus on progress. Remember that every successful implementation of the Ask Formula began with a single step, and the sooner you start listening to your market with these structured methods, the sooner you'll discover exactly what your customers want to buy from you. Your success awaits on the other side of asking.

About Author

Loading...

Ryan Levesque

Read more