The results you ask. Why write the results before the questions?
Because the results have to reflect the questions you ask. Just as when you write your presentations, you begin knowing what the learning outcome is, you should create your quiz knowing what the results are.
If the goal is to create a lead magnet quiz that includes lead generation plus targeting, then the results are even more important. The results need to lead to the ‘bucket’ or the program that best represents their answers.
A few more things to think about when writing your results. Your results need to be:
- Specific. No one wants an overly generalized result. Your prospect has spent time answering the questions, you owe it to them to put in the time to write a specific and interesting result. But how do you write a specific, accurate personalized result based on only 5-8 questions? It is all in the wording.
For example, “You can be very outgoing when you want to be, but also need some alone time to recharge.” Since one behaviour is typical of an introvert, and another is typical for an extrovert – it is likely that it will resonate and sound specific, while being very general. Another trick is to write one strong statement followed by a weaker contradictory statement, so both have weight and balance out the result without detracting from either assertion.
- Creative and Fun. No one wants to get a result saying ‘gold, silver or bronze”. Please! A little creativity.
- Flattering. No matter what the score, if the goal is getting shares and potentially going viral – then even the person who scores in the bottom percentage needs to get a laugh and feel comfortable sharing their results.
One approach that works consistently for me when trying to soften the low score blow is humour . For example, one result was “Umm. Seriously? 3 out of 10? While I know the quiz was challenging, some of these questions were dead easy! Be honest, were you just goofing around?” It is a surprising answer, and it immediately alleviates the pressure of failure.
Another great way to give a flattering result is to turn a negative into a positive. For instance, if someone scored a “0” on a leadership quiz, instead of saying they have no leadership abilities, you could say “You have not developed any bad leadership habits. You have great potential to build a strong foundation without the messiness of having to unlearn pre-existing behaviours.”
Your Questions and Answers
While your results get your quiz shared, and your title gets your quiz noticed – when you create a lead magnet quiz, what gets your quiz completed is your questions.
I like to brainstorm a large number of questions (don’t worry about the answers just yet) and keep them in a file under each potential topic or title. That way when I create quizzes in the future some of the heavy lifting is already done. Remember, you can re-use the same question, worded slightly differently and provide completely different answers to keep the content feeling fresh.
Because we created the results first, we can now map out quiz answers that will pair perfectly with each result.
Your quiz questions and answers are the most fun to create, I think anyway. This is where your creativity and humour can run wild, and your brand personality can shine.
But there are still a few rules to keep in mind.
- Don’t make the quiz too long. When you begin writing all the questions down you may have 15-20 or more that you think would be great but remember – this is an introduction to your prospective client. A date so to speak. I try to keep my quizzes around the 60-90 second mark form beginning to end, and that usually gives me 6-8 questions.
- Variety! Use different question types and formats. Include images, video and text styles. Always remember you have to constantly earn the interest of your followers. Keep your content interesting and valuable. Never take them for granted.
- Relevant. Don’t ask for answers to questions you won’t use. It might be interesting to know their favourite flowers, but if you aren’t going to add it to your database and send them those flowers on their birthday, don’t ask. Also, keep the questions on topic and on-brand.
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