Listen: Josh Heynen, Margaret Edwards and Whitney Johnson discussed on Confessions of a Marketer
"Uh-huh. On this edition of confessions of marketer. We're quizzing the quizmaster. I'm Margaret Edwards, welcome to episode twenty seven of confessions of a marketer. I've got Josh heynen in for a discussion about questions. We'll get to that chat in just a moment. That's exciting news about our next episode. We'll have Whitney Johnson on to discuss your new book, build an eighteen. It's a heck of a read from top business thinker. I can't wait for the chat gonna happen actually in a couple of days, we'll try and get into early next week. I think it will least check off one book from your summer reading list. That's next time. Now we have Josh heynen co-founder, interact, which is a company that does quizzes. He's a lifelong entrepreneur. Who found that asking the right questions was the secret to success whether he was doing lawn work at age, sixteen of working as a web consultant. So he made it his full time occupation, and he's now done more quizzes than anyone else. So it's time to quiz the quiz master. Let's get to it. Gosh, Ainum welcome to confessions of a market. Yeah, thanks for having me. It's great to have here you. You've done a lot of work on question asking. I'm interested in learning more about asking the right questions and how they can help my audience of marketers become better at their jobs. So tell me how to zero in on the right questions. Yeah, that's a good question. Yeah, there's there's so much theory around asking the questions and it's it's often really surprising to me how little grasp we have of how to actually ask the right questions in order to get what you want, but more importantly, give the person on the other end what they want, which is kind of a weird thing to wrap your mind around when you think you're asking somebody a question, how does that tie into what they want, but there's actually a few psychological principles, one really, that is the most important when it comes to questions, which is that people love self expression. And there was a study done. It was a collaboration between time magazine in Harvard few years back and they ran all these tests around different types of speech that people were doing. So different things they were talking about. And the only common theme that they found was that our brains light up in a good way when we talk about ourselves when we're offering up self expression and that is really the core of what you have to think about when you're asking questions, how do I let somebody express themselves by answering the questions that I'm asking? And if you can zone in on that, you're going to have infinite success in that wouldn't. It doesn't really matter what it is you're trying to get because you can really apply this to anything, whether you're doing research, trying to figure out who your audience is, whether you're trying to make a quiz that's that's engaging whether you're trying to make some. Sort of website that has interactively built into it, whatever your goal is. As long as you focus on the goal of, you know that one thing that people really like doing which is expressing themselves with your question asking, then you're going to be able to figure out how to make that successful questions require an answer. So if you ask the right questions, say you've, you've nailed that you've got the right questions. How do you get the data you need out of the answers? Yeah, yeah. So the way you go about it is you think about a to a couple of things you have to kind of balance these two things. Right? So the first thing and always the most important is to make it a question that somebody wants to answer again, they're gonna wanna answer it if it asked him something about themselves, but then what you do as you, please answer choices that help you figure out the right data. So for example, if you're doing is some sort of market research quiz in the entrepreneurial space. So you sold entrepreneurs and you're doing a quiz. That helps them find out there entrepeneurship type. But what you really need to know is what stage of business is this person act because you're selling some sort of training course to these entrepreneurs to help them grow their own businesses. So that's what you wanna know, but that's not what they wanna tell you. So how do you figure that out by asking a good question. So the type of question you might ask would be along the lines of what's your current day today, look like, and your answer choices could be. I work all day, and then I hustle at night on my my own project. Your answer. Another answer could be. I'm all in on starting my company. Another answer could be. I read about stuff all day on the internet, but I haven't started anything yet naive got three answer choices that are so much more along the lines of the types of things that someone would tell you if you ask them that question, like if you were sitting across from them. And you ask them a question like, hey, what do you put your day to day look like? They might tell you? Oh yeah. Like I do nine to five, but then right after that, I'm home. I'm working on my side hustle. I'm writing. I'm doing all this stuff, right? That's how you make it where they would want to answer that question, but then you're actually finding out what you wanted to know in the first place, which was what stage of that because they're telling you, I haven't started. I'm sort of started, but I'm doing side or I'm all in. And now you've got your data, but you didn't ask that directly. They would never answer that question directly. Nobody like that would be terrible question to answer you. You know, the all they're gonna do is sell to at that point. So that's that's one example of how you you make a question that applies more to a real life situation, but then still helps you get the data that you're looking for in the first place. And so how do you, how do you find the successful practitioners utilize questions? What's what's the secret to it? I think these secret and it's not really secret, but it takes a lot of. Time is knowing who you're asking the questions to the best questions I've ever seen in the best sets of questions are the ones where the answer choices are word for word, what your audience would say. If you ask the question and so you've got these answer choices in there that are exactly the same thing that they would tell you where you sitting across from them in new. Ask that question when you nail that your work is done because all of a sudden people see themselves in the questions. They know that it's for them and it's not even a conscious thing. It's not like, hey, this quiz was made for you or, hey, this survey was made for you. They just know that it was made for them because it talks the way that they would talk if you nail that than you know, you can. You can pretty much ask anything one and people answer it. So you founded this company inter. Packed quiz builder, and you know, I think you're something of a quiz expert. Maybe quizmaster tell me about it and some of the some of your customers are using it? Yes. So I claim to fame quote, unquote is of quizzes than anybody in the world, which is definitely true. At this point we've done about sixty thousand through our platform in there. You good at jeopardy by the way. No terrible. You have to answer in the form of a question, right? It's yeah, yeah. Ironically, I'm terrible. Trevor jeopardy. Trivia and all those things, but his pretty much just as one various Pacific niche of making mostly personality is what actually ends up coming out of it. So one that that actually came up recently, which I really liked, I thought it was an excellent implementation actually talk about two different ones. One was from where you folio, who is an influencers. She's been on Oprah show. She's really big right now. We're has been for a while she did. What type of entrepreneur are you as a quiz and I loved it because of the ways. Yes, the questions. That's one of those examples where she wrote these answers in the exact words that her audience would use, and she has such a handle on who she is working with, who buys into her products who's following her. She knows exactly what these people are, what they're looking for, what they want. And so she's able to write these questions in create these quizzes that are so in touch with what they're worried about day to day basis, and just such a natural thing, and it's worked extremely well too. So that's one example on that side. Another example is we do these trivia kinda segment quizzes. One just came up recently. It was from Driscoll's they make the berries. I don't make varies, but they sell berries and they did, you know, test your strawberry knowledge, which is kind of funny as a way of engaging people, right? Who are reading about strawberries because they, they run a blog"