Amy Porterfield http://www.amyporterfield.com Social Media Strategy Consultant Thu, 16 Apr 2015 13:35:39 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.3 #55: How to Create a Survey to Find Your Target Market http://www.amyporterfield.com/2015/04/55-how-to-create-a-survey-to-find-your-target-market/ http://www.amyporterfield.com/2015/04/55-how-to-create-a-survey-to-find-your-target-market/#comments Sat, 11 Apr 2015 20:48:48 +0000 http://www.amyporterfield.com/?p=9217 In the last several weeks, I’ve been getting a product ready for launch. It’s called the Profit Lab…or, if you want the full title, The Profit Lab:  How to Create Marketing Systems In Your Business So That You Can Find Your Target Market, Grow Your Email List and Sell More Products I launch this product ... Click to Read More

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In the last several weeks, I’ve been getting a product ready for launch. It’s called the Profit Lab…or, if you want the full title,

The Profit Lab:  How to Create Marketing Systems In Your Business So That You Can Find Your Target Market, Grow Your Email List and Sell More Products

I launch this product twice a year, and every year, I recreate it so that it stays fresh and valuable, even for people who have gone through it before. I make new videos, I rewrite the worksheets, all that good stuff.

This year, as I’ve been getting this product ready for launch, I wanted to make sure I was truly connecting with my target audience. After you’ve had some success with a product, it’s easy to start coasting on that success, which means you stay the same while your audience continues to grow and change and develop new needs. Not my style.  ;-)

To find out more about my target market, I needed to find out:

  • Where they are at, in terms of their business goals and growth.
  • What they needed from me
  • Where they were struggling, not just in their business as a whole but with the versions of the Profit Lab I’d released before.

Knowing all this was going to help me tailor this new version of the Profit Lab into exactly what my target audience desperately needs right now.

So I put together a survey. And the responses knocked my socks off!

The thing is, I knew who my target audience was, but I didn’t really know them the way I thought I did. The survey gave me a chance to understand how they think, what kind of language they use, what keeps them up at night, and why they come to me as opposed to anybody else in the online marketing world.

I learned so much from this experience of surveying my audience that I wanted to share some of those insights with you…how to create a survey that gets you into the minds and hearts of your target audience, so you design, redesign or market your products in direct response to their needs.

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The result of this will be that you sell more of your products to them.

And don’t worry if you’re just starting out and your list isn’t that big yet. You can still design a survey that gets you these answers and helps you build your list…and I’ll tell you how.

I’ve also got a great freebie for you to download this week, which will give you lots more insight on creating a survey, as well as how to use the information it yields. Click here to download it now!

First Step: Design Your Questions

Remember, your survey isn’t a Gallup poll. You’re probably not trying to find out whether your audience is in their 20s or their 50s, if they are male or female, or other information like that. So before you start drafting questions, take a minute to think about what your survey is really trying to find out about your target market.

We all know that endless surveys with loads of questions get really, really boring. And you want to steer clear of that with your survey. So make sure that your questions are all focused on the goal of learning something specific about your target market that relates to the product you’re offering them.

You want to include bigger picture questions that give you a clearer picture of who they are and how they define success, as well as more focused questions, such as what products/services in your niche they’re already using, and what specific needs do they have that aren’t being fulfilled?

To get more in-depth guidance on how to design your survey questions, click here for the full episode.

Second Step: Get People Engaged

Obviously, the first step in the survey process is putting together something that they will agree to participate in.

While it never hurts to offer an incentive to entice people to take your survey, it’s a lot more effective to create a survey that is as painless as possible.

Contrary to popular opinion, a survey doesn’t have to be dull or dry. You can create a survey that is quick, enjoyable, and creates excitement around your upcoming product. Simply take the same approach you would with designing a product, answering a complaint, or anything else that involves interacting with your client: offer them a great experience.

Here’s how:

Give the survey your personal touch. Write it the way you’d write your blog, your emails, or anything else. This actually increases your rate of answers.

Make the experience as user-friendly and smooth as possible. Use a platform that you’ve vetted for bugs.  (My favorites includes Survey Monkey and Pop Survey.)  Make sure it’s very mobile friendly, so that people can complete your survey while they’re waiting at the doctor’s office or sitting on the subway.

Skip the long intro whenever possible. The people who receive your survey already follow you on social media or are on your email list…so they already know who you are and what you’re about. No need to announce your survey with anything more than a subject line that conveys the survey’s purpose. (“Help Me Improve My Product with Your Feedback” or “Tell Me About Your Fitness Goals.”)

Keep in mind that answers are for action. When creating questions on your survey, ask yourself this: “What kind of action will I take with the answer to this?” If the answer is “Nothing,” or you simply don’t know, don’t ask that question. There’s no purpose. You should limit your time (and the survey taker’s time) to questions that have a tangible purpose.

Want more specifics on how to make your survey fun and informative? Click here for the full episode.

Third Step: Getting Your Survey Out There

—Email to your list. Studies have found the highest survey open and click-through rates occurred on Monday, Friday and Sunday respectively.

—Promote online. Several survey programs (like Survey Monkey and Poll Daddy) have an option that helps you with this.

—Embed in a post on your own blog and as a guest blogger

—Link to your survey on social media. Again, some survey programs have a code that lets you embed the survey easily into Facebook.  (Make sure to click the “Like” button after you post because this will allow it to go viral faster.)

—Post your survey on LinkedIn

—Post a short video on YouTube explaining why you created the survey and encouraging your audience to take a few minutes to complete it. Give your viewers the URL and also post a link under your video on YouTube.

What if My List Isn’t Big Enough?

You don’t need hundreds of responses for a survey to be valuable. If you’re still working to build up your list, create your survey and reach out to ten friends or colleagues that you think would be your ideal customer. Ask them to fill out the survey, and also to pass it on to just one other person they know like themselves. You can learn about who your audience is from just a few people filling out these questions.

In addition, you can use Facebook Ads to promote your survey. Or you can put links to your survey in your blog post and guest blog posts. When you’re getting ready to make your blog post live, make your opt-in the survey. Offer readers an incentive in exchange for taking your survey–a chance to win something, a link to premium content, a limited-time membership to your service, something like that.

There are tons more suggestions on how to design your survey in this week’s free download. Click here to get it!

The Bottom Line

Sending out a survey is kind of like going on a first date. If you spend the whole evening trying to make sure the other person understands you, you’re probably not going to get to see them again. But if you spend the whole time asking them questions about themselves, you’ll come away with a really good understanding of who they are, and whether you have what they need.

When you’re creating this survey, don’t think so hard about what you’re trying to accomplish in your business. Think about getting to know your target market, and the goals of your business will fall into line.

Links mentioned in this episode include:

LeadPages 

Great Leads: The Six Easiest Ways to Start Any Sales Message

Podcast Episode 54 With Ramit Sethi

Podcast Episode 52

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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#54: The Secret Mindset Shifts For Success With Ramit Sethi http://www.amyporterfield.com/2015/04/54-the-secret-mindset-shifts-for-success-with-ramit-sethi/ http://www.amyporterfield.com/2015/04/54-the-secret-mindset-shifts-for-success-with-ramit-sethi/#comments Thu, 09 Apr 2015 09:00:54 +0000 http://www.amyporterfield.com/?p=9169 I hope you’re buckled in, because my guest this week is an online business expert who is renowned for “telling it like it is.” Ramit Sethi is a master communicator who pulls no punches. When it comes to sheer mental confidence, there’s no one quite like him in the online marketing world. As a result, ... Click to Read More

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I hope you’re buckled in, because my guest this week is an online business expert who is renowned for “telling it like it is.” Ramit Sethi is a master communicator who pulls no punches. When it comes to sheer mental confidence, there’s no one quite like him in the online marketing world.

As a result, he’s had massive success in developing products that get huge results for his clients. His secret to developing these products is just one of the things we discussed in our interview. Our conversation was a great mix of lessons on mindset and tactical product creation strategies.

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You should really listen to the whole interview, because there’s way too much to fit into a blog post. But here are some of the highlights:

Redefining a Rich Life

Ramit’s landmark book is called I Will Teach You To Be Rich. But the strategies he teaches in this book and elsewhere aren’t aimed exclusively at people who want to blow $5,000 on a weekend in Vegas (but if that’s your jam, Ramit thinks it’s great!). Ramit says that the rich life is different for each person. For many of us, a rich life simply means being able to work from home, take our kids to work with us, building a business where money is automated and we can focus more time on the things we love.

In other words, money is an important part of having a rich life, but money is not the whole picture.

No matter how you define a rich life, Ramit says it all comes down to just a few big “wins.” If you get just five or ten of these wins, you don’t have to sweat the small stuff, and you can focus more on the things you really love.

How Fear Will Hold You Back

Ramit talks candidly about the toxic influence of fear, which gets in the way of achieving these big wins. You’d never know it to hear him talk now, but Ramit himself struggled a lot with fear in the early days of starting his online brand.

“I had been writing my blog for about two or three years and I had never made a cent. I didn’t want people to think I started my blog just as a way to make money because that was never the intention. I was absolutely petrified that people would not buy it or, even worse, that they would call me a sell out. You can see it in the sales copy that I wrote. The way I wrote that sales copy was so cowardly. I literally said, ‘Why should you pay for this? I know you can find a lot of stuff for free.’ My self confidence was so low that anyone would buy it that … I literally tried to defend it before they even bought.”

But people did buy it. And they thanked Ramit for putting his information out there. What’s more, those buyers ended up opening his emails, joined other courses he offered, and took action on the things he taught them.

“The real people, the people I actually wanted to focus on, were buying and they were delighted to pay.”

In other words, Ramit had found his target market. (Want to listen to the entire interview?  Click here now!)

Learn to Fail Well

If you read Ramit’s blog, you’ll find a tag in it labeled “Failures.” This is where Ramit keeps an ongoing log of the things he has tried that haven’t worked out. Believe it or not, even go-getters like Ramit crash and burn sometimes. He even told me about one occasion, not that long ago, where one of his courses had a flaw in it so bad that within an hour of releasing it online, he was getting refund requests from people who had just purchased it!

Ramit says he has trained himself to look at failures not as catastrophes, but as tests. Every failure reveals data, he says, and every bit of data you get is pointing you in the right direction.

In the situation above, if he’d simply decided his course didn’t work and then moved on to the next one, that would really have been a waste of time, effort and resources. Instead, he took it as a test of the course’s weak points, found the problem, fixed it, added some new material, remarketed it to a different group, and ended up building massive success.

“My belief is if I’m not adding multiple failures to that every month then I am probably not trying ambitiously enough. If you go talk to a successful person and ask them to tell you about their failures they ask you if you have all day, because they have 50 things they have had problems with.”

The Making of “Zero to Launch”

Ramit’s latest course is one that he calls his most ambitious ever…which is saying something! In our interview, he gave me a behind-the-scenes tour of how this product was put together.

  • A luxury experience. Ramit’s products are carefully tailored to the client who buys them, for their expertise level and for their needs right at that moment. He compares the experience to visiting a great tailor or hairdresser, where you don’t even have to tell them what you want—you just sit down and let them work their magic. Similarly, Ramit’s clients can trust the material to guide them through every aspect of what they’re learning.
  • 1 answer instead of 20. As with all his products, Ramit did thousands of hours of research while creating “Zero to Launch.” Clients, he says, don’t want to sift through the “Ten Best” or “Twenty Best” options—they trust him to curate the best one for their specific need. So Ramit vets all the best resources that are out there so he can choose the best one. Simple, easy, and a big relief for his clients.
  • Don’t always listen to conventional wisdom. Ramit’s sales emails are sometimes ten pages long…something nine out of ten marketers willl tell you is a big no-no. But Ramit has found that his market loves his long emails. They open them, they read them, and they follow them. That doesn’t mean you push yourself to write ten-page emails; instead, figure out what’s right for your market. To find this out, Ramit strongly encourages the use of surveys. Surveys are the surest way to find out what your audience wants from you, and how you can serve a niche that your competitors are overlooking.

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Do I Need to Be Rich to Get Started?

A lot of people may wonder, after reading Ramit’s content, whether they have to be rich already to implement his strategies. Ramit says no…it’s all about starting from where you are now. After all, if you put all your money into a fancy email provider or a slick website design, you have nowhere to build to…and you might go broke before you have a chance to build your audience!

A lot of the strategies Ramit teaches are doable with less than a few hundred dollars. Setting up a website, creating surveys, and a lot of payment providers and technology out there are almost free. What really matters, he says, is your commitment to finding your clients and listening to them.

“Most people don’t need more money. They need to focus on following the right action steps, to listen to their customers, and create something their customers will pay for.”

One More Thought

This was a quote from the interview that was so good, I had to share it:

“So many people right now believe they have something the world needs. But you created something the market doesn’t really want. So this is a huge problem. If you’ve created something they don’t want or if you are putting it in terms they don’t want, it doesn’t matter how fancy your design is or how cool your conversion technology is.

If you are getting tepid reactions you are not getting a real pain point. But when we have created something that they desperately want they will do anything to get it. They say, “Tell me now, take my money, here you go.”

That’s when you know you have a winner. To listen to the entire conversation, click here now.

Links mentioned in this episode include:

LeadPages 

I Will Teach You To Be Rich

Zero To Launch System

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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#53: How to Discover Your Calling with Jeff Goins http://www.amyporterfield.com/2015/03/53-how-to-discover-your-calling-with-jeff-goins/ http://www.amyporterfield.com/2015/03/53-how-to-discover-your-calling-with-jeff-goins/#comments Tue, 31 Mar 2015 23:59:01 +0000 http://www.amyporterfield.com/?p=9167 Today’s topic is very near and dear to my heart. We are talking about how to find your calling–what you were put on this earth to do. Even those of us with jobs we love can sometimes feel unclear on whether we’re really making the best use of our talents and utilizing our passions to the ... Click to Read More

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Today’s topic is very near and dear to my heart.

We are talking about how to find your calling–what you were put on this earth to do.

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Even those of us with jobs we love can sometimes feel unclear on whether we’re really making the best use of our talents and utilizing our passions to the fullest. Even I find myself in this place sometimes, wondering if I’m on the right track or if certain decisions or circumstances are causing me to veer off course.

I know there are a lot of you out there who feel this way. You have talent to burn, and dreams of putting your best out into the world. Some of you are hustling hard every day to make those dreams a reality. Others of you haven’t found the right opportunity yet, and are maybe working hard at a job that…well, let’s just say a job that you don’t really love, that doesn’t quite fit the size of your aspirations.

Whether you’re an entrepreneur, a 9-to-5′er, happy in your work or desperate to get out, my interviewee on the podcast today has a tremendously empowering message about finding your calling no matter where you are, and taking steps toward doing the work that you are built to do.

His name is Jeff Goins, and he just released a fantastic new book called The Art of Work.

Take a minute to look through it by clicking here. Art of Work image

If you order it now, you can also get $250 worth of free bonus material, including exclusive access to Jeff himself, a workbook, extra video features, all kinds of good stuff.

 

There are lots of books out there about how to find fulfilling work. You’ve probably read a few of them. Jeff’s book really stands alone, though, because he’s not delivering his message from a pedestal of wealth or prestige. Instead, he offers beautiful stories of real-life people that have found their calling in a multitude of different ways. He gets into the day-to-day stuff that, if you pay attention, helps you discover what your calling is.

This was such a great interview, you should really just listen to it on the podcast. But I’ll give you a few highlights from my talk with Jeff:

What Is a “Calling,” Exactly?

Contrary to popular belief, your calling is not the same thing as your passion. Passions change as we mature, learn what really matters to us, and refine our understanding of what kind of impact we want to have on the world.

Calling has more to do with purpose. Jeff says it’s not a single moment of sudden understanding; it’s more a lifestyle, a constant evolution of understanding what you’re here for.

It’s Never Too Late

…Or, as some of you may be dreading to ask, when is it too late for a person to find their calling?

If you’ve been in the same line of work for a while, it’s easy to think that you’re stuck in the track you’ve created, and that your current job is simply your “default” calling. Maybe you feel like you wasted your past, that the opportunity to really take hold of your purpose has passed you by.

Jeff says that couldn’t be farther from the truth. In fact, he tells me the story of how he found his calling as a writer after being quite well established in a marketing career.

I wanted to change my life. I was one of those people who had one job, and it was a good job. I kind of felt guilty for not loving it. But I wanted something else.

Jeff says that one of the biggest things he learned from the interviews in The Art of Work is that your past prepares you for what is to come. You can use everything as an apprenticeship for what is coming next. He calls this listening to your life. Everything about where you’ve been up to now–the passions you’ve had, the failures you’ve experienced, the opportunities you did or didn’t take–can help you figure out the larger purpose is in your life. Pay attention to what came before, and use it to fuel your next move.

The Biggest Factor in Achieving Your Calling

The idea of a self-made man or woman, Jeff says, is simply not true.

I think every story of success is really a story of community.

As he wrote The Art of Work, he found again and again that people who felt a strong sense of purpose in their lives had discovered that purpose through the help of others who believed in them…and even one or two who didn’t support them, but gave them an opportunity to say “Yes, I can!” and prove the doubters wrong.

This, by the way, is particularly true for people in the online business world. Jeff pointed out that all online marketing is based off of relationship–building trust with your clients and audience, and partnering with your peers in the business world.

The more I understand the principles of success and what it takes to achieve a dream and what it takes to make it, it always takes community.

Start Where You Stand

There’s no single road map to finding your calling and achieving your purpose. This can be daunting for a lot of us, who feel overwhelmed and just want someone to tell us what to do. And there are plenty of people out there, Jeff says, who “sanitize” their story after they’ve achieved success. They only tell us the cleaned-up version that comes with hindsight, and leave out all the dead ends, the wrong turns, and the times they went in circles.

Finding your calling takes practice. It involves a lot of learning as you go, because nobody else has the exact same calling as you, so there’s no one who can tell you exactly what to do.

To start with, Jeff advises to examine wherever you are. Don’t assume that because your current situation or circumstance is less than ideal that the time you’ve spent there was wasted. Even if it’s not where you want to stay, there is something in that situation that you have been practicing. Use that practice and knowledge to your advantage.

This is the first part of listening to your life. The second part, Jeff says, is taking a few steps forward. Clarity on your calling comes with action. Most of us are waiting to just know what we are supposed to do, but you won’t just know. Jeff says he was surprised to find that most of the people he interviewed who are doing meaningful, remarkable work never saw it coming.

I would ask if they knew they wanted to do “this” when they were a kid. They all answered, “No, I didn’t. I had no idea.” But now that they are here, they can look back and understand all of it makes sense, as it was all preparing them for what they are doing.

Start thinking about what you love doing, and what you’re really good at. Connect with others to get their take on what you’re good at. Find people doing the kind of work you admire, take them out to coffee, and ask them how they got there. And learn to be both purposeful and flexible with the things life throws at you. You have to be really intentional, Jeff says, to make the most of whatever is happening right now. This is how life gives you clues as to what you should take action on.

Jeff Goins quote

What You Can Do Right Now

A study I read not too long ago said 87% of the world’s workers are disengaged with their jobs. They either absolutely hate their job or they are indifferent about it and are punching the clock and work is a means to make a living but is certainly not a way to make a life.

This, Jeff points out, is a big problem. If work is our means of making an impact on the world, we can’t simply disengage from it until something better comes along. Because, Jeff says, what happens when something better does come along? If we haven’t cultivated the habit of adding value to the world no matter where we are, we aren’t going to be in shape to make the most of those opportunities.

What needs to happen, Jeff says, is a pivot–a turn of direction. Yes, it might mean a pivot in your external circumstances–changing the job you hate for one you love, take your career in an entirely different direction.

Sometimes, though, that kind of pivot takes years. In the meantime, your other option is to do an internal pivot: learning to orient yourself in your work toward a greater good of serving other people. 

If you are really going to move the direction of your life’s purpose, it may not happen overnight. The internal pivot is the first way to change your job from drudge work to a higher purpose. This is how you first become attuned to what your calling is.

You do have control. You have some control over your situation right now. So as you get an idea of what you might want to do try, use your current situation to practice for what’s to come. I don’t think you will regret it.

Visit The Art of Work to learn more about Jeff’s book. And remember, if you order it now, you will get a bunch of bonuses including a freebie from Jeff himself that deals with these mindset shifts we talked about here.

Links mentioned in this episode include:

The Art of Work by Jeff Goins

Jody Noland

“Art of Work” website

Podcast Details:

Click here to download the transcript.

Click Here to Subscribe via RSS (non-iTunes feed)

Online Marketing Made Easy with Amy Porterfield

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