Why quizzes are the ultimate personalized marketing for millennials

*Originally on Medium*

Want millennials to buy?

Personalize…

  • Your copy
  • Your product
  • Your marketing
  • Your brand approach, and
  • Your lead generation machine

And I don’t mean bedazzling or inscribing. (Though depending on our mood…)

What you need to do, as so many other articles have aggressively pointed out, is appeal to our ego and fears. Our need to be seen as unique little butterflies amidst a market of hyper-sameness. Our special snowflake syndrome.

Just like Amazon gently suggests your next unnecessary kitchen appliance, Sephora recommends you your next zit cream, and Netflix forces you into a rabbit hole of Victorian period dramas, if your business sells products or services, it should be adapting to the hyper-personalization of online experiences.

Especially considering that personalization came onto the WWW scene in the early 2000s (remember those weirdly personal ads in your Gmail based on what you Googled?), you should take this chance to get on the choo-choo-train to profits.

 (As an example, I can’t even go to the original  RightMessage  home page because it knows I’m already a RightBar customer, and it welcomes me  back.  My feelings? “AWW, you know me, you really know me!”)

(As an example, I can’t even go to the original RightMessage home page because it knows I’m already a RightBar customer, and it welcomes me back. My feelings? “AWW, you know me, you really know me!”)

No matter what industry, big or small. No matter the audience, young or experienced. And no matter the size of your team….

If you’re not appealing to your audience by triggering your client’s most sensitive barometers of curiosity, their ideas about themselves, and who they are in relation to their social circles….

you’re missing out hard.

It doesn’t even have to be a long arduous process to start. You don’t have to invest thousands of dollars. You just need to know your customers.

The quickest, most “bang for your buck” way to begin?

Quizzes.

Turn customer insight into a game into lead gen

The best example is Buzzfeed, obviously, even though that horse has been beat down and dragged all around town.

The average quiz gets shared an average of 1,900 times, and 96% of users who start BuzzFeed quizzes? Finish them.

That’s a mighty high conversion rate (especially if you ask people to fill in their details before getting their results).

See: leads. See: money. See: quizzes like “What color is your aura?” get 4 million shares. Why?

Because they take crucial copywriting research techniques — in short, ASK your customers what they want, don’t tell them — and allow everyone to self-identify and self-confirm their own knowledge (and trust YOU more as a result).

Let me tell you: there’s nothing more us millennials love doing then self-identifying and having the power of choice.

In “Marketing to Millennials” in Managed Healthcare Executive, Judy Packer-Tursman writes that even health marketing agencies are telling hospitals and healthcare centres that in order to get millennial clients, not only do you need personalized experiences, but you need to make them mobile-friendly and easy. Because if you’re not easy, fun, and accessible, they’ll Google and find someone who is.

We love self-identification so much, that when a quiz answer confirms ‘we are who we think we are’, we’re willing to share it with ALL our friends (84% of quizzes are shared on Facebook.)

And quizzes are just the crust of the underlying questions about human nature.

They help bring out our obsession with understanding, quantifying, and putting ourselves into a nice and tidy box: whether that’s “anarchist with a green soul”, or “you should, like, DEFINITELY live in LA” (which is a BuzzFeed quiz that got 22 million hits).

It helps us understand and confirm our place in this complicated world.

We “share content in an attempt to achieve ‘positive social consequences’, and as a result tend to post stuff we think will make us look smart, informed, or will connect us to others” according to Emily Falk, lead author of a study in the Proceedings of National Academy of Sciences.

Fun for clients, sales for you

So, how do you personalize without putting your entire marketing budget into creating “quiz outcomes”?

Well, you should already have a target market for your biz: their wants, their desires, and the specific nightmares keeping them alert and awake at 2 in the morning.

(If you don’t, get you a conversion copywriter STAT.)

Based on what Falk and many in her field have confirmed, people are primed to want to share the positive. The happy. The funny. The things that put you in good standing amongst your fellow peers.

You’re never going to share a quiz that says “Oops — You’re the WORST IT professional in the world. Give us your email address!”

But you will share, or recommend to your friend, a result that helps you determine the best healthcare provider in the area, or maybe the best strain of cannabis for your particular medical condition (pre-doctor-visit, of course), or the best book recommendation for your PERSONALIZED interior decorating style.

Why? Because it’s custom. It’s personal. It makes you feel like a little snowflake. And it simplifies your buying process. All from information most businesses already have about their ideal customers.

Not only that, but after filling out, sharing and getting excited about filling out a “quiz” vs. a “form”, you can now link your prospects to a super-special segmented email sequence that continues the conversation (without any extra effort on your part) and nurtures them for future sales.

Marketers have collectively noted a 760% increase in sales with segmented campaigns. — Campaign Monitor

If you’re a contractor or other service provider, you can easily and quickly pre-qualify potential clients by asking them how much they’ve saved, when they bought their home, and if they’ve talked with their partner about specific changes they want… and then send them an email sequence for “SUPER READY” or “EH” — based on their answers.

Or, you can get those “SUPER READY” people on the phone right away, and nurture your “EH” customers for a couple of months before you offer them a smaller bite, like a home evaluation.

The point is: you can give people the personalized, fun experience they want while collecting crucial info for your sales team and lead generation efforts.

You should use quizzes if you’re…

Quizzes can be applied (and should be) to a MILLION different industries:

  • Cannabis
  • eCommerce
  • Service providers
  • Healthcare
  • Retail
  • Beauty
  • Finance
  • Food + Drink
  • Hospitality
  • B2B

Pretty much anyone can do it. And should. TryInteract has an awesome round-up of the best use-cases for different industries here. (And is the easiest tool I’ve used so far!)

Why should you use quizzes in your very personalized, specifically unique business that you couldn’t see it ever applying to?

Because LeadQuizzes reported that Zenni Optical’s “You’ve Been Framed” quiz has been taken over 400k+ times and generated more than $1 million in sales since 2015: just from matching users to their perfect glasses.

Because Marie Forleo uses them.

Because “we crave the peace of mind that comes from believing the human condition is quantifiable.

Because too much variation and complexity of choice decreases customer satisfaction, wrote Ronald Goldsmith and Jon Freiden in their study in Marketing Intelligence & Planning.

(And the infamous “jam study” proves the same thing!)

But mainly, you should use quizzes because not only do they help you understand your customers much better (and build stronger relationship with them), but also helps you position your business as one that cares, understands, and wants the best thing for your customers.

And millennials will reward that sort of “customer service” with money.

So, why do quizzes work?

  1. They help customers self-identify (and by seeing “themselves” in an answer, feel more bonded to you and your brand as a result).
  2. They take the guesswork and the information overload out of the buying process, while giving personalized recommendations.
  3. They smooth the bumps along the rocky road of parting with your hard-earned money by making it FUN, PERSONALIZED, INSIGHTFUL, and SHAREABLE.
  4. They help you learn more about your customers, build stronger relationships through segmented email sequences, and follow up with personalized language that show customers you care.
  5. They’re deliciously easy for anyone to create, whether you have a small or sprawling team.
  6. They’re a tactical and strategic tool for greater customer insights, better copy, and stronger targeted marketing campaigns.
  7. They’re way more fun to make and take than forms, PDFs (that noone reads), and we could all use a little bit more fun.

For an example of one of the quizzes that I created recently for a side-project of mine called Write My Dating Profile (we’re de-douche-ifying dating profiles round-the-world!) click here:

What does your Tinder bio really say about you?