Last week I launched a personality test for personal brands.
I’ve been playing with these tests for a while. It’s no secret that I got a bit obsessed with personality testing a couple of years back. Going from being “the wizard behind the curtain”, to posting publicly can trigger a lot of questions about yourself.
The test is an extension of the “quiz funnel” idea that’s been around for a while, but it’s way more powerful.
A while back I read a book called “Key Person of Influence” by Daniel Priestley
It includes a “scorecard” test that you can do here.
Not to give the game away, but it gives you scores on 5 business activities, which the book talks about as ways to grow your influence.
The upsell is an in-person cohort-based course.
Daniel has since created an app to build scorecard tests, and after seeing a few really bad ones, the penny dropped about why the good tests really work.
And boy do personality tests work.
16personalities.com has been used over 700 million times (my guess is that more than a few people have done it more than once).
There’s plenty of other examples too.
Wealth Dynamics, Strengths Finder 2.0, and DISC are all major businesses built off profile tests.
The user wants to find out about themselves.
Compare this with the typical funnel that wants to know your age, income, how many employees are at your business, and other facts you already know.
And what do you get in return?
The opportunity for a sales call. No thanks.
To get a great response rate, you need to offer something at the end.
Raise curiosity, leave something on the other side of the next step. The most powerful combination in marketing.
Let me give you an example.
I got 60 leads from 145 clicks.
That’s a 50 question quiz they had to fill in, and I got a response of over 40%.
Most lead magnets don’t get that, and each lead cost me about $1, less than half what most newsletter businesses are paying right now.
People want two things from you:
As Blair Warren Said:
People will do anything for those who encourage their dreams, justify their failures,
allay their fears, confirm their suspicions and help them throw rocks at their
enemies.
We can tick “justify their failures” and “encourage their dreams” off the list with this method.
People are ok if you show up their weaknesses as long as you show them the strengths they have as well.
The best personality tests aren’t scored as “good”, or “bad” (This is where the KPI test falls down IMHO).
They’re scored as “A” or “B”. Either one represents a path they can take, and not a dead end.
That’s why there need to be multiple paths your prospect can take, and it’s those options that are the unanswered question that they “have” to answer by taking your test.
P.S. If you’d like a bit more depth about the steps I’ve been through to build these tests, just reply back and I’ll see if I can pull my in-house playbook into something that anyone could use.