Chanti is a conversion copywriter and quiz funnel strategist for change makers and brands that give a damn. She’s a marketing unicorn that believes boring is the enemy, neutral is a death sentence and real talk is the way of the future. In her spare time, you can find her at the farmer’s market, wrangling her toddler, doing downward dog or binge-watching GoT.
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Here’s a random Q that *pinky promise* will tie into what actually brought you here in a sec: What’s your favourite carnival food?! 🥨🍦🍿
Maybe the double-dipped, sugar-dusted corn dogs or the big pink and blue bags of melt in your mouth cotton candy? Piles of vanilla ice cream or a soft, salty pretzel?
~ Side note: if you have to take an emergency snack break while scrolling through this post, I totally understand ~
Ask me, and I’d tell you to save the mini-doughnuts, smoked turkey legs, and caramel corn ’cause IMO the reigning queen of trans fat soaked fair food is… the mighty funnel cake:
On top of being easy to pull apart and eat while perusing the overpriced (but weirdly addictive) game stalls there’s a marketing reason the funnel cake is my pick.
But before we go there, I’ve got to fill you in on how they’re made 👉 Here’s the short *and sweet* story:
You pour pancake batter through a funnel into hot oil, fry it for a minute or two on either side, then pat it with a paper towel and stack it with cinnamon and a scoop of warmed apple. Or whipped cream. Or Pop Rocks…
But what do I really want to focus on here? The funnel.
Stick with me — I swear this isn’t as boring as it sounds. You can have 361,729 tasty toppings, but without the funnel, the cake would be nothing more than a burnt hockey-puck of batter…
And there’s no way I’m waiting in line with a bunch of sunburnt, sweaty teens to pay $3 for that, uh-uh.
The funnel offers form, shape, and a structured path. It steers substances towards a set destination, and from there, they can turn into something truly irresistible 😋✨🍰
Okay, honestly? No. But while I’m not much of a funnel cake philosopher, I do think about sales funnels on the daily.
As a quiz strategist and chief copywriter on multi-million dollar launch funnels, it’s a HUGE part of the job.
And though funnel cake funnels and my money making, business scaling (seriously, check out the case studies on my homepage) funnels are different in a hundred ways, they do have something in common:
The power to transform.
Funnels transform batter into a crispy golden cake. But sales funnels transform lukewarm leads into a committed community of your dream clients or customers, which is every bit as crave-worthy.
Psst… if you’re looking for a breakdown of all the belief building that goes into a kick butt funnel, watch this interview with Joanna Wiebe and Sam Woods.
When a potential customer or client becomes aware of your business through your lead magnet (Aka. a piece of digital content that incentivizes them to give you their contact info), they begin the journey towards interest, decision, and action.
Interest = “Yikes — I’ve got a problem, and this business says they’ve got the solution… But I’m not 100% convinced.“
Decision = “I know this business can help me overcome my problem. Now it’s a matter of picking the right pricing and package.”
Action = “I’ve done all the research, and it’s time to make a final decision. To buy or not to buy, that is the question.“
Because your prospects can’t get to interest, decision, and action without awareness, investing time and energy into a fun, informative magnet is foundational to your sales funnel’s success.
It has to stay simple, highly-specific, and solve one of your ideal customer’s or client’s problems ALL WHILE establishing you (yeah, you) as an expert in your industry 📚🤓
Whew, that probably sounds like a lot of pressure, but luckily some lead magnets make hitting all those marks easy — or at least easier…
Instead of offering a one-size-fits-all solution, they create emotional connections and set the stage for future sales by catering to your dream audience’s unique interests and needs.
Okay, I’m not going to lie, creating a high-converting, tasty as fried cake funnel can be confusing (especially if you’re new to biz) but that doesn’t mean you’re fated to end up like this:
Fumbling your way through the process. Uncertain of what goes where and whether all your hard work will ever actually payoff.
By using a quiz as your lead magnet in the awareness stage, you can shake some of that stress off ’cause you’ll see results at super speed. I’m talking an expanded email list, connections with your clients and customers, and increased sales.
If you want the full scoop on why quizzes are such an effective lead magnet, head on over to The Psychology Behind Lead Generation Quizzes: How to Build Trust and an Email List at the Same Time.
Quizzes don’t have to be complex to integrate into your welcome sequence. You can simply replace the first email in that sequence with a quiz result follow up. This eases the prospect into your world and towards interest and consideration.
Here are 3 things I like to include in my welcome emails to warm prospects up to my business and set them off on their journey on the right root:
Your quiz taker just invested time into reflecting on their circumstances, solving their problems, and, ultimately, improving their lives — that’s worthy of a celebration 🥳
So make sure to start your quiz follow up email with a word of congratulations!
When you let them know just how freaking awesome they are for asking for more, you’ll create a wave of positive emotion, which they’ll associate with your brand.
Further down the funnel, those initial feelings of excitement will influence your customers to pick up the products or services you’re putting down.
It’s a win-win, am I right?
If you’re anything like me, you spend a BIG chunk of your day sucking up information from Instagram, Facebook, and a bajillion other sites.
Sometimes we watch, read, and scroll so much, it’s impossible to remember the specifics of any one particular content piece.
There’s a good chance your quiz takers are experiencing this.
Heck your follow up email might arrive in their inbox and they might not know who you are let alone the specifics of their results.
To overcome this, make sure to include a quick reminder of their results and key takeaways. Check out how JRNI Coaching does it in their Should You Become a Life Coach? quiz:
So far your interaction has been focused almost entirely on the quiz taker and their needs, which is awesome, as it shows that you genuinely care about where they are at and want to reach out and meet them halfway.
But first impressions are everything, and you don’t want your opportunity to slide by, so once you’ve congratulated them and reminded them of their results, introduce yourself.
Let them know what you do and most importantly why you do it. What makes you want to dedicate your life to helping them? Make sure you offer the option to opt-out of future emails, so you don’t have a large, unengaged audience.
You want to let them know who belongs in your community and who would be better off spending their time elsewhere spelled out in great detail. Here’s another example from JRNI:
Hopefully by now you’ve got a sense of how a quiz can widen your funnel and make room for more of your dream audience. Maybe you’ve also learned how to make a funnel cake… But that’s just a bonus.
If you want to dive in deep and start creating a quiz funnel, check out my signature course Grow With Quizzes. You’ll get my 4-phase full quiz funnel strategy to strategize and execute the full funnel and build your dream audience.
I won’t just show you how to write results that go viral and questions that delight and segment your audience.
I’ll also show you how to run your Facebook ads, write your post-quiz email sequences, get your quiz shared on social, AND get it all set-up without the tech headache.