“Ask” by Ryan Levesque – Summary and Review

About the author: 0:11

What is the book about?: 1:42

What does the book contain?: 3:55

My review: 12:56

You can get the book “Ask” here on Amazon through my affiliate link at no extra cost to you: http://amzn.to/2sY0NIE

What’s the book about?

The book centers around one concept – selling to people based on what they ASK for.

The first half of the book is basically a short biography about Ryan and how he came about with the idea.

The second half of the book covers the exact methodology for creating your survey/landing page/email sequence for people filling out your survey.

The idea is that instead of directly promoting something to customers, you first ask your traffic to fill out a survey so that you can determine what it is that they really WANT.

Based on this knowledge, you separate these different groups of people into ‘buckets’, and then frame everything you do based on these buckets.

For example if you are selling a sports-enhancement product, you find that people who come to your website are most interested in it because ever since they were kids, they wished they could use some sort of ‘secret’ product to increase their performance. So knowing this, you will frame your landing page and email in a way that covers this interest, ie. “have you ever wondered what it would be like using a performance product to increase your performance as a kid?”

The book has 22 chapters and 192 pages, and it covers the methodology for creating, conducting, and following through with the survey. It has 6 ‘steps’:

  1. Prepare – The deep dive survey

The introduction and the initial survey to your market.

Don’t just ‘think’ what your audience wants, get the proof for it.

If you have an email list, great. The book covers a rough template for writing out an email to your existing subs. Something along the lines of “tell me what your challenge is and I’ll be able to create a customizable solution for you.”

If you DON’T have an email list, this is where paid traffic comes in – it’s an investment that will pay off later on as you find out what exactly your audience wants.

Tips:

  • Start with the single most important question in case the user leaves – literally ask what their biggest challenge is in xxx field;
  • Don’t make the survey pretty – get people responding who actually care enough to stick around long enough.

2) Persuade – The prospect self-discovery landing page

3) Segment – The micro-commitment bucket survey

The landing page is your first step towards actually getting the customers into your funnel/email list.

That means you need the right hook, headline, video script, etc… something that directly relates to the biggest 4 challenges people responded to in the previous step.

After people land on your page and click the button, they will be given a survey (micro-commitment bucket).

The questions and answers here will be much more concise – related to the deep dive survey results and the ‘4 biggest challenges’.

That means you won’t have as many options for the person to respond with for the survey here because you already know the biggest buckets they should belong to.

This is also where you actually get the ball rolling and either send people to the sales page, or a sign in page where they can fill in their name and email to get the answer to their solution via email based on the answers they selected.

4) Prescribe – The post-survey sales prescription

Your user will eventually land on your sales page based on their own customized problem. On this page, you will offer them a customized solution to their problem.

This is where you actually start profiting from your efforts of gathering all the data. You hit the jackpot here by targeting exactly what your audience wants.

Whether they say yes or no to your offer, hopefully by now you have their email.

You will also redirect people to an upsell/downsell page where you can offer them additional value.

This is basically talking about a sales funnel, which we spent a lot of time talking about in my videos.

5) Profit – The profit maximization upsell sequence

6) Pivot – The email follow-up feedback loop

This is essentially where you would create 2 separate email sequences – one for buyers (who bought after going through your landing page), and another for non-buyers.

Your emails consist of story telling (we also covered this in detail in previous reviews – awesome that all these books we are reviewing are all intertwined!!), testimonials, FAQ’s, calls to action, ‘why didn’t you read my email’ emails, and of course…

… the pivot.

This is where you can say something like “we realize that this particular item (upsell or regular sales offer for non-buyers) wasn’t of too much interest to you, but here are some things we can offer you that contains lots of value: x, y, and z. Click on each of these individual buttons to learn more.”

You are PIVOTING the user back to your sales pages and repeating the process over and over and over…. Going on an endless cycle of money-generation…

My Review

The focus of the book and the main idea is incredibly important – for this, I would recommend the book.

However, I think that some parts could have been trimmed and the idea that you should give people what they ask for does not need 200 pages on it.

It provides a tremendous methodology for the whole concept, but just by knowing that I should create a survey to find what people want would be sufficient to get terrific results myself.

By knowing what people want, you can already automatically create landing pages that suit those wants, we already covered the importance of sales funnels, and email sequences would obviously be different based on customer’s desires. The emails Ryan recommends are also just what he uses – we can also use Russell Brunson’s soap opera sequence here and I am certain it would get the exact same results as long as you focus on what people want – that’s the crux of the whole book.

Overall, I recommend, but believe it could be trimmed. If you have watched this video till the end, you pretty much have everything you need already without needing to buy the book.

Nevertheless, if you are interested, you can get the book on Amazon through my affiliate link I will attach in the description. Ryan does give a website that he has that basically helps you set all this up if you are interested and gives option to work with you 1-on-1 and provides all the tools needed to implement this.

That’s it!

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