Candice (00:07.598)

I've never met a BuzzFeed quiz that I didn't love, but what does quizzes have to do with business and our email marketing series? Well, in this episode, I'm very excited to share with you how a quiz can be the best lead magnet option for your wedding industry business. Let's talk about the psychology and the data behind quizzes. Hey there, friend. Welcome back to the Power and Purpose podcast.

It's me, your host Candice, and I have such a great episode in store for you today. Welcome to the fifth episode in our Launch Your List series where I am taking you on an email marketing journey and helping you to launch your list and get your email marketing game going. I hope you've been enjoying the podcast series so far. We've released four episodes and I've taken you through some of the fundamentals of email.

marketing. We've really laid the groundwork for today's episode and the rest of the episodes inside this series. I'm also seeing you guys signing up for our email marketing challenge, which I'm very excited to host on August 12th. I'm hosting a five day email marketing challenge for anybody who wants to launch their list and get their email marketing game together. Over these five days, I am going to coach you me.

And you and some of your new business besties who are also going to dabble in email marketing, I am going to help you get your list launched. Now, I didn't want to just do this podcast series of eight episodes and then leave you to figure out your next steps. I really believe that email marketing is going to be a sustainable addition to your marketing channels. And I think that it's really going to help you grow your business. And I didn't just want you to figure out.

how to do this on your own, which is why I decided to do this free in -person or virtual, I mean, but we're gonna be hanging out together live challenge. So go to kandiscopla .com slash challenge. If you haven't signed up already, when you do, I will send you an email and let you know some of the details. I have the calendar all mapped out.

Candice (02:18.894)

You'll get a link to our Google cowl. You'll see the dates and times for certain events happening. There's gonna be prizes and coaching and coworking sessions and templates. It's going to be amazing. And I'm doing this one time and one time only, girls. So tell your friends and come and join me, CandaceCoppola .com slash challenge. Now today we're sort of shifting gears a little bit and we're gonna be focusing for the next couple of weeks on.

quizzes and why quizzes are such an effective lead magnet for your wedding industry business. And I'm willing to bet that you didn't think that having a quiz was going to be a part of this series. Dawn and I have mentioned quizzes several times and you remember Dawn says her quiz is her highest performing lead magnet and mine, it's mine too. It's right neck and neck with my business plan, outlining guide. Now, Dawn and I have totally different businesses than you do.

but there's something about quizzes that just work. And I'm gonna share with you why quizzes are the most effective lead magnet today. And I'm gonna tell you why I think you need one for your wedding industry business and in your whole grand scheme of your email marketing journey. So that's what today's episode is about, but I'm gonna take you on a journey over the next couple of weeks around quizzes. I'm gonna break down quizzes for you. You're gonna leave here a quiz expert, quite frankly.

I have friends joining me who are experts in quizzes. Jackie from Interact will be joining me as a co -host. And we're gonna break down all the mechanics, all the tech, all the psychology behind quizzes, the types of quizzes you can launch as a wedding pro, how to get this all set up, like it's easy as pie. We're gonna help you, okay? So this is the first episode in a series of episodes around quizzes. And today it's all about why quizzes are effective, the psychology behind quizzes.

why they make a great lead magnet. I'm gonna be sharing data and statistics. Now the founder of Interact, Josh, was supposed to join me for this episode, but he couldn't make today's recording. So I am, you got me. I'm your girl today. Shout out to Josh. Hope you're feeling better. Josh couldn't join me, but he did give me tons of information and data to share with you today about quizzes. So I feel very confident in going into this solo episode.

Candice (04:36.206)

sans co -hosts that we're gonna have a great conversation around the psychology behind quiz marketing and why it's the most effective lead magnet for wedding pros. Now I'm willing to bet, I'm willing to bet money actually, like legit money, that the last quiz you took you probably didn't realize you were entering into somebody's email marketing funnel. Whether it's a Buzzfeed quiz or my quiz or another educator's quiz,

even websites you frequent, you probably didn't realize that you were entering into someone's marketing funnel. What you saw was a fun quiz that piqued your interest and you love taking, most of us love taking quizzes. I think most of us, I'm gonna say all of us enjoy a good quiz. We go back to the Cosmo days.

of taking quizzes in Cosmo. You heard me and Don talk about this, not the week before, but the episode three of our series where I said something like, or maybe it was two, where I said I would skew the results. I'd flip it around and look at the answers and then I knew how to answer the questions so I could get the results I wanted. But we love taking quizzes. One of my favorite quizzes that I've taken is, which housewife are you? Hello?

This is like this is necessary information. This is this is need to know information. I did get LVP, which I don't know if I agree with fully. What do you guys think? I might give Lisa Vanderpump vibes from time to time. I feel like I'm a mix. I'm probably more Kyle sands the divorce or the separation. I'm probably more Kyle. But anyway, that was my result. Love a quiz. You love a quiz too. But I bet you didn't realize that you were entering into someone's email.

marketing funnel and that is by design in a lot of ways. A quizzes are you take it because it reveals something about yourself. You're not taking it so that you can get information from a business. But what ends up happening is the business shares a result with you. And then from there, it's opened up a channel to communicate with you on a more one on one basis and share more details about its product services, how you can work together or how you can stay connected.

Candice (06:52.782)

So quizzes are very effective. They get the highest conversion rate, the highest. Interact has found that 65 % of people answer all questions of a quiz once they click on the button. 65%. In the wedding industry, I think, you know, it...

having a quiz as your lead magnet or as your primary lead magnet or as your first lead magnet, it opens up an opportunity to create an exciting experience for your lead. Quizzes are fun to take, it's fun to click, it's also fun to have something revealed about yourself. And that is why quizzes are also so effective, but we'll get into that in a minute. I think we need to be mindful.

that we want to create a really fun experience with people as they're interacting with our brand and with us and downloading a lead magnet doesn't always provide that fun experience. Admit it. How many times have you downloaded a PDF and you get that instant rush of receiving something for free that's going to change your effing life? And then you open it and you're like, I already knew this or cool. And then I'll come back to this and you never

ever come back to it. Admit it many times. I'm sure hopefully none of my lead magnates have have met that fate in your hard drive, but I can guarantee that they probably have in some form or fashion. And so a quiz makes it more interactive, way more fun and way more lighthearted. We want to give ourself give our clients a fun experience over a very educational experience. People

They want their questions answered and they want information that will help them make better decisions. But your couples, they don't necessarily want, at least the ones that are hiring you, the definitive guide to how to hire a photographer, how to plan their wedding. They just want to create a connection with somebody and they want their questions to be answered. They also want to feel seen and understood. And a lead magnet can't really do that, although it can give them some great info.

Candice (09:09.166)

And I'm not discrediting a PDF like a guide or a checklist. Those are actually good lead magnets, but a quiz ups the ante and it brings a different type of experience of engagement. Quizzes have higher conversion rates because of something called completion bias. And in the show notes, I'm going to link to a study that was done around this. But once we start something, we're more likely to finish it. That is essentially what completion bias is.

Once we start something, we're pretty much finishing it. And this is why quizzes have a 65 % conversion rate, which is very high in the email marketing world for lead magnets. Now, when we think about the psychology behind quizzes, we are naturally very curious people. And I think that we enjoy when things can be revealed about ourselves.

Like that's why we follow our horoscope or that's why we might take a personality test or a personality quiz like the Enneagram or even go a little bit deeper and do something like human design. We love revealing things about our personality and ourselves no matter how deep or just how lighthearted in surface level. And quizzes will help do that. They will attract somebody in who wants to learn something about what style wedding.

Are they or what types of services do they need from someone like you? We talk about this in an upcoming episode of all the quizzes you can make but those are some examples and Then they're answering these questions. It's fun. It's engaging It's gonna reveal something about themselves and at the end, of course, they want the results So they're gonna give you their email and when the results come they reveal something interesting or Fun about who they are as a person and what type of wedding style

or what they are planning. So quizzes really do reveal something fun about ourselves and this is probably one of the reasons why they have the highest conversion rates. Not only is it completion bias, but it's also this curiosity we have about our own selves, which is why we follow things like horoscopes and human design and Enneagram and Myers -Briggs and all these things that you've...

Candice (11:28.174)

probably taken a quiz on to reveal about yourself. I want you to think about your quiz lead magnet being almost an extension of some of those personality driven quizzes. And what you're going to do is kind of create something similar, not as intense, but something similar and deliver results to the person taking your quiz.

Now, the reason why I think you should have a quiz as a lead magnet, either as your primary or as one of your top lead magnets in your email marketing journey, there's a few reasons why. And I wanna kinda go through each of these in detail because I think it's going to help you understand how a quiz is gonna support you in your email marketing journey. First, quizzes make you look like an authority. They make you look like the ultimate authority.

When you can show that you understand someone's problems and what they want, people are going to assume that you then have the solution. For instance, if the person taking the quiz hasn't been able to put the style of wedding they want into words, and they take your quiz and you show them their style in words and in pictures, they're going to trust you to make that a reality, full stop. Once they get their results, what's so great about

quizzes is that based on their results, you can customize what's next for them a little bit. So you can customize the calls to action based on the type of quiz and what the results are. So for instance, if they have a certain wedding style that would require as a planner, you would be the designer of, then you can encourage them to look at your design services.

If they have a certain number, a certain timeline for their wedding or a certain idea of time, and it's an eight hour package for photography, you can actually just show them your eight hour package with pricing. So once they get their result, you have this customization side that actually makes you look even more like an authority in the space because you're delivering to them exactly what they need based on the answers that they gave you. I also think it can really help to build momentum.

Candice (13:40.59)

and grow that ever pervasive know, like, and trust factor that we talk about all the time by encouraging them to check out other resources you created, other opt -ins or lead magnets you might have, like a venue guide or a blog post that you've written or even linking to some galleries that have similar style. I mean, there's so many options here, but you can really build on momentum and create a deeper connection and stay connected with them.

showcasing different elements of your work and expertise. So quizzes make you look like the authority that you are. And that's why I think you need to have one for your wedding industry business. They also help you pre -qualify people. See it as a way for somebody to fill out your contact form, but like in a different format, so to speak. There's so much power in being intentional about the questions and qualifiers that you have. So the questions you ask on the quiz,

and the qualifiers you have as a business of whether somebody is going to be a good fit and okay fit or a bad fit. So for example, if you're a wedding planner and one of your quiz questions is what's your budget? And the minimum answer you put down is let's say a hundred K somebody who has a 10 K budget is going to immediately know that, you know, you're probably not it for them and that's pre -qualifying and they're going to bounce. They're going to be part of that 35 % that doesn't have completion bias.

without having to go through the whole back and forth and ghosting you and all this drama that is unfortunate, right? So it really helps you to pre -qualify people based on the questions that you answer. And the same could go for style and vibes. So if you're a very casual brand in your quiz, you could act casual and repel anybody who might be very formal or the opposite of casual, you know, like stuffy or just like really

professional and wanting things a certain way. So your quiz is a great pre -qualifier and will help you to repel wrong people and attract more of the right. It also gives you so much data. So while we're on this topic of the questions that you ask on the quiz, which Interact AI is going to help you figure out, it's going to take the guesswork out of that for you.

Candice (16:06.318)

Quizzes give you so much data. So even if people who never hire you or reach out to you, they take the quiz, they get the results and your nurture sequence nurtures them, but they don't end up buying, you still get a peek at their answers. And this is probably the most underrated, but most powerful reason why you should have a quiz lead magnet. Because it's basically like you are your own research lab getting data and information about couples and

their decision -making and their style, you're able to learn so much. We call this data mining and it is extremely powerful. So even if they don't hire you, which I mean, like hopefully most of them do because hello, you're amazing, but even if they don't, you get a peek at their answers and then see the type of people who are landing on your website, if you need to make any changes, what's currently going on in their lives.

what they're prioritizing, what they're not prioritizing, what they value, what they don't value, what their budgets are. I mean, the list is endless and it's a low lift interaction for them. They're not feeling out of contact form, so there's not like all that energy that comes along with reaching out to a photographer, reaching out to a florist. You know, like that feels way more...

Candice (17:31.066)

cemented, like way more, what's the word I'm looking for? Like they've made a decision and now they have to go down the road with you. They have to interact with you. They have to talk to you. Whereas a quiz, they're just taking a quiz, having some fun, getting some answers. Those answers are gonna take them to something else and then something else and then before you know it, your email nurture sequence has got them on a call.

So it feels so much easier to actually share with you what's on their mind and to pick and select answers based on the questions you've asked, which gives you just an incredible amount of data. I mean, do it for the data alone. If you feel like on a daily basis, you have a hard time making decisions about your business and you want an easier way to make decisions, start getting data. Start asking questions.

Surveys, questionnaires, and quizzes will help you understand and get in the minds and in the heads of your ideal clients, and you will learn so much, so much. So it gives you tons of data. And when somebody even inquires with you, you can go back to your email list now and you can even backtrack and see what answers they entered on their quiz. And that can give you a huge leg up on the sales process.

especially if you compare it with more traditional lead magnets like checklists or guides, this is giving you so much data. You can even look at how many times they opened it, if they didn't even look at it. Like there's so much you can learn and surmise walking into a sale a little more aware and connected to the behaviors, how they've interacted with your brand, some of their answers. I mean, it is just like chef's kiss. So.

Good. Can you tell I'm passionate about this? I love data. We talk about data so much inside my mastermind, Wedding Pro Insiders, where really, I think a lot of the things we do there are data -driven decisions. Right now I'm working on our summer marketing workshop and I am putting together a workbook and I've included some different data points in there that we're gonna rate and talk about together as a group as we go through this. And data is just so important. If you feel like you are not

Candice (19:48.238)

able to make the right financial decisions, hiring decisions, client decisions, business direction decisions, you probably need a business coach to help you, which I'm happy to be that person for you. If you want, you can go to weddingproinsiders .com and sign up for the wait list for Wedding Pro Insiders. I am opening the doors to one or two ladies who would like to come in and join us and I highly recommend that you at least learn more about my one -on -one coaching mastermind.

You probably need a business coach. You also need to start getting some data and going to look at some of the data sources you currently have to help you make some better decisions. So quizzes give you so much data. Finally, I think that they help you connect with your couples in a way that your competitors are not able to do unless they have a quiz too. And I don't think a lot of your competitors have quizzes unless they're listening to this podcast, which by the way, I love that. But I think that it can really help give you a leg up.

with your competition. When we look at the sales cycle right now in the wedding industry, it's a much longer sales cycle than ever. And people are taking their time making decisions. We see that people need more touch points, more interaction. And a quiz can help you create a better connection with your couples and really set you apart. I also think, you know, your couples are probably reaching out to tons of photographers or tons of

of travel agents or whatever it is that you do. And what's gonna set you apart in a sea of canned emails, maybe everybody's using the same template, everybody sounds the same, everybody looks the same, a quiz is an opportunity for you to really set yourself apart, show off your personality, show off your expertise and really shine a light on who you are and what you do.

And in the sea of sameness of chat, GPD generated emails and workflows and conversations, you are going to look so different in a good way and you're going to help the person on the receiving end feel seen. And when we feel seen by someone that creates a connection, like a bond that I think perhaps the psychology behind quizzes, this might be the most.

Candice (22:04.654)

important part of that psychology is that connection, that bond. You are connected. You understand them. And as human beings, I think we walk around all day just wanting to be understood. We just want people to understand how we feel, what we think, what we value, what problems we have. We want to feel seen and knowing your customer, knowing what problems they have and what solutions they need will help.

people feel more seen, way more seen than a canned email that your competition is sending with a link to their pricing. Full stop. So listen, I see a huge opportunity for you to create a very compelling lead magnet using a quiz. And I want to shout out Interact, who is a sponsor of today's episode of the Power and Purpose podcast.

you can go to tryinteract .com slash AI and get started playing around with their AI quiz making software. I was just playing around with it the other day, thinking through some quiz ideas I had, and it was amazing what it was able to do. I think the biggest hurdle in quiz creation has long been what questions do I ask? How many questions?

What answers do I give? And Jackie and I in the next couple of episodes are gonna give you some real strategy that they've actually built into the AI, but we're gonna talk you through some things so that you can also think for yourself. But the AI is gonna help break down some of those objections and barriers that often stand in the way of us creating a quiz. Because let's just face it, it's freaking, it's not the easiest thing to just whip up a quiz.

and be like, look, I take my quiz. No, I mean, it takes a little time and you have to think thoughtfully about it, but interacts AI tool is going to help get you started. So I want to thank interact for sponsoring today's episode of the show. And I want you to go to tryinteract .com slash AI and check out how their new AI tool can help you get your first quiz set up in minutes. And here's the T you and me during our challenge, we're going to do this together.

Candice (24:17.614)

I've got, I'm holding your hand or I'm holding your hair. However you want to look at it this week. It depends on what kind of week you're having, right? I'm the kind of friend who will hold your hair and I will hold your hand. I can do both or I can do them separately. It's completely up to you. But I want you to go ahead and sign up or just take a look. You don't have to sign up. Just go and take a look at their AI tool.

And then when we get into our email marketing challenge and after you hear the next couple of episodes, you're going to feel so fired up and inspired to create a quiz. I know it. And of course I'm going to be helping you every step of the way. Now don't forget to go to Candace Coppola .com slash challenge to sign up for a free email marketing challenge. I cannot wait to see you there. And I also want to shout out our other sponsor of today's episode, flow desk. You've heard me talk about flow desk.

for every episode that we've had so far in our email marketing challenge. Interact is gonna help you build your quiz and get data and segment your audience and do all these crazy cool things. Flodesk is gonna help you email your people and stay connected with them. So Interact's gonna open up that window and Flodesk is gonna be the place where you can.

can communicate. If you want to learn more about flow desk, which I think flow desk is the best email marketing software for wedding pros hands down period, period, go to kandace Coppola .com slash flow desk to learn more there. You can sign up for a free trial. You can start with flow desk completely free. And if you do decide that you want to use the software and start emailing your leads, you can sign up and get 50 % off your first year subscription. If you're already a flow desk user and you already have a trial,

you can actually use the code KANDIS50 to save 50 % off as well. So thanks to Interact and thanks to Flodesk for sponsoring today's episode of the show. All right, friend, I'm so excited to reveal this to you today and to share more about quizzes in our upcoming episodes. I would love to hear from you what you thought of today's episode and if you are gonna make a quiz a part of your email marketing.

Candice (26:27.886)

funnel. I hope so. All right, friend. Thank you so much for listening to today. I will see you back here next week on Tuesday. I want to remind you there's so much power in your purpose until next time.