Estimated read time: 5 mins

CONFESSION: I love making people cry. 

Happy tears… of course. 

I’m obsessed with EMOTION because, in marketing, neutrality is a death sentence.

Emotions are the precursors to action. 

You want your audience to think your offers are exactly what they need? They’re going to have to FEEL it too. Sales aren’t possible without trust and trust isn’t possible without emotion. 

Logic alone will never help you level up. 

Personally, it does not take much to move me to tears. 

Maybe it’s a mom thing, but a beautiful musical score (looking at you, Hans Zimmer 👀), a thought-provoking film (I was a blubbering mess watching Inside Out 2), or a well-orchestrated piece of poetry never fails to have me reaching for the tissues 🤧 

It’s easy to assume everyone is like us, but your audience is composed of a magnificently multi-faceted spectrum of humans with incredibly diverse values and personality traits. 

I can’t tell you how many type A clients I’ve worked with who think all copy should be as short and to the point as possible. ← Because that’s how THEY prefer their content. No judgment, but it just isn’t reality. 

Reason #743 why I love quizzes and assessments is their power to illuminate just how different the humans we attract really are. 

They are first and foremost incredibly powerful tools for building your empathy muscle. 

The more empathy you have for your audience = the easier it is to create offers and messaging that actually resonate and create an EMOTIONAL response.

There are 3 main ways I use quizzes to get inside a customer’s head & heart… 

Let’s get into ‘em, shall we?

What you’ll learn in this article:

🍵💲2 crazy case studies to prove that emotion = trust = sales 

🍵💲Why emotional resonance and specificity are of particular importance in 2025 and the age of AI 

🍵💲3 tactical ways to put these principles into action through a conversion focused quiz or assessment

The tea: emotionaliTEA is powerful, here’s how to tap in…

Let me tell you about my past client Jenna Kutcher, a true master at emotional connection and making her audience of MILLIONS feel like she’s writing just for them… 

I created a quiz for Jenna that she used as her main lead magnet for 5 YEARS (+ then we created another one 💅)

Moments after posting that quiz the comments started rolling in… 

^^Can you see why this one made my inner tearjerker revel in delight? 

It made people feel something. And feeling is the first step on the road to BELIEVING. 

One of my students Bethany Perry experienced this same thing firsthand. She launched her quiz and was flooded with replies. 

Her people felt seen, and, through what she learned from their responses, Beth discovered an unmet need and created a brand new offer specifically for her quiz takers…

… which resulted in $50k in sales 🤯

“If I can create over $50,000 of aligned sales with less than 300 quiz takers, imagine what’s possible when I dial in the nurture sequence!” 
— Bethany Perry

Friend, is it safe to say I have your attention? You’re with me that inspiring emotion is key to creating trust?

Let’s talk specifics:

There are 3 main ways I use quizzes to get inside a customer’s head (and help my clients grow their multimillion dollar businesses)

1. To get to the core of what they really care about

Wild guess that if you knew the answers to certain questions, you’d feel more:  

⇒ confident in your messaging

⇒ capable of increasing your sales

⇒ fully equipped to create offers that your audience actually wants 

But when it comes to asking those questions, where do you do it? Sure, you can send out surveys and interview past customers, but how do you do those things at scale on a consistent basis? 

This is one way I use quizzes that provides so much insight. 

As long as there are people coming to your quiz, you have an ongoing research tool that helps you better understand the needs and desires of the humans on your email list. 

2. To create emotional engagement 

I’m a bit of an awkward person, so I love learning about the art of charisma — one tip I learned from a fellow named Ben Meer that’s helped me and is oh-so-relevant to quizzes is the SHR method which stands for: 

👀 SEEN: Make eye contact (this is where video comes in 😉) and offer a specific compliment

👂 HEARD: Ask good questions, be interested over being interesting 

🧠 REMEMBERED: Follow up, remember names, recall something you discussed

All of these things combined lead to emotional engagement and investment. 

Your quiz allows you to ask questions, offer compliments, and follow-up on specifics — it’s charisma in a virtual package.

3. As a segmentation tool (AKA. the most powerful way there is to increase revenue, open rates, deliverability, click through, and relevance)

But segmentation is for more than just performance enhancement. It’s also the most useful tool there is for sending the right message, to the right person, at the right time. 

If you know who on your list is… 

✅ interested in what topics

✅ at certain experience level

✅ a fit for which of your offers 

… you can communicate far more effectively and in turn, make your subscribers feel seen and understood on a whole other level. 

The age of guessing games is over. 

It’s 2025 and frankly, people expect specificity. There is no niche too small or weird out there, and your audience knows it. 

Want to develop your skills in the realm of emotions, empathy, list building, conversion, and connection? 

The doors to Grow with Quizzes 2.0 open next week! Get on the waitlist to secure the best bonuses & other insiders only goodness >> 

Until then, I’m off to go cry over something totally trivial ✌️

Sip on this…  

🧋Have you asked ChatGPT to describe what you do in the voice of your drunk bestie yet? It’s a nice confidence booster. Here’s a snippet from mine: 

^^poor lost souls? Lol bit of a stretch but I’ll take the rest 😉

🧋Reminder to not take anything too seriously ⤵️