Recently I asked a list of life and business coaches what they most want to learn and buy from me.
Here are the top 5 things they told me:
1. How to create my own information products, step-by-step, from start to sell;
2. How to position myself online so people say “WOW! I have to work with her…”;
3. How to design, setup and authentically fill online and group coaching programs for maximum recurring revenue;
4. How to leverage my offline knowledge and reputation into a coaching stream of income; and
5. How to attract more coaching prospects and clients using the Internet.
Based on their feedback, I’m developing a series of training articles, webinars and products.
Do you know what your markets most wants to learn from you?
In this article, a simple, easy way to find out:
6 Survey Secrets to Mind-Read Your Audience, Customers or Readers
Picking the right topics to focus on makes all the difference in the success of your content creation and, your product and service offers.
Most people make the mistake of offering what they think their market wants to buy.
Don’t assume you know, ask.
The goal of your survey is to find the specific, sub-topics within the topic that are the biggest concerns of your market.
For example, if you ask most people about their topic or the focus of their work, they will respond with a generic answer like career, business, marketing, etc.
The secret is to pick a specific aspect of the topic your audience most wants to learn from you.
For example, what specific aspect of marketing is the “hot” topic in your market or niche?
One of the hot topics professional service providers want to learn about is Facebook. And even more specifically, how to move their Facebook Fans over to their website to purchase.
How do I know this?
Survey Secret #1: Thin-Slice your topic.
Begin by making a list of all the topics that are likely to appeal to your audience.
Then, “thin slice” the topics.
What are all the sub-topics related to the main topic?
What’s the buzz in your market?
What specific aspect of the topic are people asking about in forums?
What’s the one aspect of the topic that creates the biggest frustration or challenge?
Now you’re ready to survey your market.
Once you have a list of “sub-topics,” it’s time to create your survey.
Survey Secret #2: Use survey software.
There are two basic ways to create surveys:
(1) First, you can ask a simple question or two in an email, or
(2) Second, you can use survey software like SurveyMonkey.com.
SurveyMonkey.com makes it easy to create a simple survey in just a few minutes. It also provides you with a unique link to send out by email.
I prefer using survey software like SurveyMonkey.com because it’s easier to make sense of the data versus having to sort through a bunch of email responses. Generally email surveys are better for general comments and feedback. When you’re asking people to rate topics or select from a series of choices, I recommend using survey software.
Survey Secret #3: Pick the right kinds and types of questions.
I recommend using four basic types of questions when creating a survey:
(1) First, basic multiple-choice questions.
This kind of question is what you see on most surveys. You ask your audience to pick from a list of options.
For example, which of the following would you most be willing to buy from me right now:
(1) a series of do-it-yourself tutorial videos showing you how to setup your Facebook Fan Page; or
(2) a done-for-you service where we setup everything for you.
(2) Second, ratings questions where you ask people to rate their level of interest in certain topics, products or services.
In Survey Monkey, this is a ratings scale question. You can also use the drop down menu option to have respondents rate something on a scale of 1 to 10 or “not interested,” “somewhat interested,” “very interested.”
(3) Third, open-ended questions where they provide additional feedback, comments and suggestions.
Open-ended questions can generate very useful comments and feedback. In Survey Monkey, this is called a comment or essay box.
(4) Fourth, demographic and contact information.
Most surveys are anonymous. And, what I recommend is providing an option for respondents to provide additional contact information. For example, if you’re planning a seminar, you might ask them for their zip code to help you decide the location. Or, if you’ve offered a gift, ask for their email address.
Here are a few other “survey question templates” I’ve used in my surveys:
What’s the biggest frustration or challenge you face when you want to…?
Which of these topics are you most interested in learning about?
What (topic, industry) training or tools would make your life a lot easier on a day-to-day basis?
Which of the following topics do you most want me to create a training or coaching program on right now?
Survey Secret #4: Maximize the number of responses to your survey by distributing it throughout your subscriber and social network.
To maximize the number of responses you receive, I suggest three things:
(1) First, email your survey link to your list of clients and prospects;
(2) Second, post a link to your survey on your website, add it to your Facebook Fan Page and Tweet it; and
(3) Third, offer an incentive, gift or run a content.
For example, “everyone who fills out my survey will be entered to win a free copy of my Productivity Secrets Video, revealing 5 ways to get more done in less time now, a $20 value.”
Survey Secret #5: Use the results to focus your content and product creation.
Once you receive responses, review them and pick the topics to focus on.
Also, read any comments and feedback to gain additional insight.
Then, begin creating content, products and services based on what you learned.
Survey Secret #6: Share your results and ask for additional feedback.
Summarize your survey as a white paper, special report or email letter. Send it to your subscribers and ask for feedback.
Feedback, questions? Please post your feedback and questions below. My goal is to get at least 10 comments before I release the next article.
P.S. Here’s a bonus video showing you how to setup a survey using SurveyMonkey.com:
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