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1-Page Summary of Ask

Overview

Ryan Levesque’s book, Ask, details the Ask Formula that helps businesses connect with customers by asking them what they want and creating products and marketing to suit those needs. This formula is repeatable but also dynamic, flexible, and evolves with its implementation for each type of business or market.

The Ask Formula is made up of four types of surveys, their implementation, and the analysis drawn from them: the Deep Dive survey, the Micro-Commitment Bucket survey, the Do You Hate Me survey, and the Pivot survey. Each is used at different stages in product creation (i.e., ideation) and marketing to help clarify customer needs.

Businesses can learn about their customers by surveying them. Customers don’t always know what they want, so if businesses ask the right questions, they can find out what people need and create a product that meets those needs. They should also use marketing language to make sure their customers hear about it…

Key Takeaways

It’s best not to ask customers what they want because they often don’t know. Instead, companies should use other methods of finding out what people want.

Businesses can gain a lot by asking the right questions in surveys.

The key to a survey is asking the right questions. The Ask Formula and marketing are successful because they use language that people want to hear. A sales funnel guides customers through the process of buying your product, from lead to buyer. Surveys can be used as part of this process by guiding them with surveys along the way so you know what they want in order for them to buy your product.

One of the most common mistakes businesses make is assuming they know everything about their market without doing research. Businesses can avoid this mistake by using surveys to study customers and determine what products will work best for them. These surveys give businesses a starting point, but later ones can also catch any mistakes made in classifying customers.

The Ask Formula uses psychological tactics to make surveys more appealing and effective. The marketing language is based on what customers want, rather than the business’s needs.

Key Takeaway 1: Businesses should not directly ask customers what they want because customers often do not know. Businesses should devise ways to ask customers other questions that offer clues as to what they might want.

Most companies fail to understand their customers’ needs and desires. They ask the wrong questions, which is why they do not get useful answers. Instead, businesses should analyze clues that lead them to a solution by asking better questions in an Ask Formula rather than directly asking what customers want.

If you ask someone what they want to do this weekend, their answer may be that they don’t know. Having too many choices can overwhelm people and cause them to make no choice at all. If you go to a big box hardware store for ideas on home projects, but are overwhelmed by the possibilities, then you might leave confused and empty-handed.

Key Takeaway 2: Surveys that ask the right questions at the right time are valuable to businesses.

Businesses can use surveys to define their market and refine their marketing. By using the four different types of surveys in a certain sequence, businesses can improve sales.

The Ask Formula surveys are designed for both the business and customer to benefit. Unlike telemarketing, which is one-sided, these surveys have questions that appeal to customers’ desires to discover themselves and their needs. The survey questions use customized sales language uncovered by market research.