No matter your business or what market you are in, the ASK Method is designed to take your marketing approach to the next level by knowing what your customers what to buy, even before they do!
Ryan Levesque, creator of the ASK Method, shares more on how to create personalized segmented marketing campaigns through four simple steps.
A personalized segmented campaign refers to marketing the same product to several groups of people by personalizing it to each group. The ASK Method helps a business divide their market audience into buckets, which can be used to target specific traits in each group that helps to personalize your marketing strategy.
To appeal to these different groups in their own personal way to encourage the customers to buy a product, without creating a new product/brand for each bucket, requires small and simple changes to the product message to communicate the relevance of the product to each bucket.
Your 4 ASK Method campaign steps
In this scenario, we will pretend that four bucket groups were identified in a business.
Step 1: When customers opt-in to content or email subscriptions on your website, firstly make them answer a multiple choice question, for example, ‘Which of the following best describes you?’ This will sort them into what bucket they belong to and from this information you will be able to see which segment of your market holds the most interest.
Step 2: Now you are able to customize the content the customer sees depending on what bucket they are in. Small changes to the content, such as the headline or the first few lines of the text can make it so that it speaks to that particular bucket.
Step 3: Once your website is set up in this way, you can make simple changes to the sales letter, such as changing the headline, first paragraph or include a short video that addresses the specific interests and needs of each bucket.
Step 4: If a customer opts-in to your email list, customize the first email and send it out four different ways, one to each of the four buckets, so that each bucket gets one personalized version.
For example, if you are in the orchid industry and a customer opts-in and expresses an interest in re-blooming, they should be sent a version of the sales letter or email that has a heading and first paragraph that focuses on re-blooming. This tactic is more encouraging and appealing to customers instead of having to page through a long worded guide to orchids to find the information they are looking for.
Since each customer is looking for something different and something that can solve their specific problem, there is no one-size-fits-all solution. It is also impossible to create dozens of new products or personalize your product in a hundred different ways to suit everyone’s needs. This is why it is important to find your specific clusters of customers in your market and work with them.
It may seem like an overwhelming prospect, but Ryan advises to use the same psychological hack on yourself that you will be using on your customers, by using micro-commitments.
Micro-commitments are small steps you take to complete a task that might seem daunting and has the potential to scare you off the project. Use this same concept with yourself to slowly implement the four steps into your marketing strategy, starting with the one question segmentation survey before opt-in, and sure enough you will see positive the results.