Daniel: Hey everyone, welcome back! Think about this: what if doubling your business success wasn't about endless hustle or louder marketing, but simply asking the right questions? Seems too good to be true, doesn't it? But Sophia, seriously, how often do businesses actually “bother” to ask their customers what they “really” want? Sophia: Not nearly enough, Daniel, not nearly enough. I mean, let's be honest, most of the time it's just spray and pray marketing, hoping something, “anything”, resonates. But, just “asking”? That “can't” be the secret sauce, can it? Daniel: That’s exactly the myth Ryan Levesque tackles head-on in his book, Ask. He introduces the Ask Formula, which is all about using targeted surveys to really dig into what customers are thinking— no more guessing games or wasted resources. It's a science-backed, six-stage process designed to fine-tune your messaging, connect with your audience, and, of course, boost your sales. Sophia: So, wait a minute. He’s weaponizing surveys? Alright, you have my attention, but I'm still a little cynical. Daniel: You will be convinced. So, here's the plan for today, we’re going to break it down into three key areas. First, we’re going to look at the nuts and bolts of this six-stage Ask Formula, how it actually works in practice. Then, we'll highlight some incredible success stories, where businesses have used this to achieve amazing results. Finally, we'll talk about how this approach not only increases revenue but also builds stronger, lasting customer relationships for long-term growth. Sophia: Okay, so we’re talking "how-to," "holy cow," and the "long game"? Sounds like a lot to cover, but I’m ready to poke holes in everything. Let's dive in! Daniel: Let’s do it!

Daniel: Alright, Sophia, let's dive into the bedrock of the Ask Formula: the “Prepare” phase. This is essentially where businesses roll up their sleeves, lift the hood, and “really” get to know their customers through Deep Dive Surveys. Sophia: Okay, preparation makes sense. You gotta do your homework. But what makes this “Deep Dive Survey” so different? Surveys, let's be honest, often feel pretty superficial. Daniel: That's where Levesque's genius shines. A Deep Dive Survey isn't just your run-of-the-mill questionnaire. Instead of asking “Would you recommend this?” or “What features do you want?”, we’re talking open-ended questions. Like, “What's your biggest frustration with [product/topic]?” You know? It makes people think. Sophia: So instead of just clicking boxes, people actually have to, you know, use their brains? Daniel: Exactly! These open-ended questions get customers to “really” articulate what's bothering them, giving you insights into their emotions, their real needs, even the very words they use. For example, Levesque discovered in the tennis market that his customers were older than he thought. Sophia: Wait, 64? So, instead of marketing to young athletes, he ended up needing Arthur Ashe references and ergonomic rackets? Daniel: Pretty much! They had to completely recalibrate their marketing. Every detail was changed, from visuals to tone. Then what happened? It paid off in a big way! Because Step 1 challenges your basic assumptions you make, and lets the data lead the way. Sophia: I get the logic, but how easy is it to actually get people to do these surveys? I mean, who gets excited about filling out a questionnaire? Daniel: That's where “Persuade," the next stage, comes in. You're right; getting customers to spend time is tricky, so Levesque suggests using what he calls “ethical bribes.” Sophia: “Ethical bribes?” Please tell me we're not talking stacks of cash or...shady gift cards. Daniel: <Laughs> Nothing like that. We're talking small, tailored rewards, something of real value to them. Think a free guide, exclusive content, or a quick “how-to” video. You're saying, “Hey, we value your opinion, and we'll make it worth your time, okay?” Sophia: So, like free samples at Costco, but instead of snacks, it’s actionable, valuable information. I like it. Daniel: Right—and persuasion isn't just about the “bribe.” How you frame the survey matters. Levesque stresses storytelling. Make them feel like their voice is key to solving a problem. Honesty builds trust and drives participation. Sophia: Ethical bribes, compelling storytelling...makes sense so far. But once you have these answers, what happens after the initial “Thanks for your feedback?” What's the next move? Daniel: That's where “Segment” comes in, stage three. Now the real magic happens. We divide these customers into distinct groups based on their responses, creating these finely tuned customer profiles. Sophia: “Buckets?” Are we just randomly throwing people into random groups? Daniel: Not at all! By segmenting, you identify the different things these different customers want. For example, Will Hamilton in that tennis case put people into buckets based on goals. That can be “improve my serve” or “dominate at doubles.” Then send hyper-tailored video lessons. Sophia: Got it—so instead of one generic message, you aim at what really motivates them. But doesn't this complicate things? One universal message is way easier than, say, five different campaigns. Daniel: It might sound like a lot, but the payoff is huge. Spot-on messaging eliminates wasted effort. You make customers feel uniquely understood, which sparks engagement and conversions. You know? Sophia: I see your point. But this all still feels kinda theoretical. What do you do with these buckets, practically speaking? Daniel: That takes us to “Prescribe,” the fourth stage. The game here, then, is positioning your stuff as the go-to solution for each persona's specific needs. Sophia: “Prescription” time, huh? Let me guess, this is just a regular sales pitch? Daniel: Not the kind that makes people roll their eyes. We're talking tailored solutions, okay? Think about Ross Bridgeford and his water ionizer sales. Remember how people were worried about water contamination? So he played up the reassurance angle, cleaner, safer drinking water. Sophia: Aaaand that's what led to the massive spike. Like, three-quarters of a million in five days? Daniel: Exactly. The “Prescribe” stage turns those buckets into actionable plans. Customers don’t think you’re just selling. They see you solving their problems. Sophia: Okay, I see how the first four steps create results. But what happens after that very first sale? Is the system done, or does it keep running? Daniel: It definitely keeps going, Sophia. That's where the last two stages—"Profit" and “Pivot”—come into play.

Daniel: Okay, so you see how understanding the Ask Formula lays the groundwork? Well, that’s where the, you know, “magic” really happens – with implementation and real case studies. I mean, looking at how these very different businesses actually used the formula? It really shows you how transformative asking the right questions can be. So, Sophia, why don't we kick things off with Will Hamilton's tennis training business, Fuzzy Yellow Balls? Sophia: Alright, Fuzzy Yellow Balls, huh? Lay it on me. What's the deal with that name, anyway? And more importantly, how did this formula play out for them? Daniel: So, Fuzzy Yellow Balls – affectionately known as FYB – was already doing okay in its niche of offering tennis training programs. Like, ServeKillers was a thing. But by 2013, the founder, Will Hamilton, noticed their revenue just...hit a wall. He was relying on these JV partnerships, which is fine and all, but it meant he was only selling to audiences that were already engaged and familiar. He was stuck, basically. Then Ryan Levesque came along. Sophia: So FYB was kind of stuck in what, a “JV dependency?” Like relying on training wheels when the rest of the business world’s on racing bikes – am I getting this right? Daniel: Pretty much! The Ask Formula offered a way to, you know, ditch the training wheels. Connect directly with potential customers, even the ones, like, cold traffic – people who had never even heard of FYB. And the starting point? A Deep Dive Survey. Sophia: Deep Dive Survey… let me guess – basically asking players what makes them want to smash their rackets into a million pieces, right? Daniel: Exactly! The survey was carefully designed with open-ended questions, pulling out the audience's REAL pain points. Instead of guessing, Will asked, "What's your single biggest challenge when it comes to improving your tennis game?" The answers were… eye-opening. Sophia: Eye-opening how? Did these responses suddenly unlock some secret tennis strategy? Daniel: Well, in a way, yeah! He realized his audience wasn't just one big group of aspiring tennis pros. It was a mix of different players, each with different goals, motivations, and skill levels. Using this data, Will split his audience into four distinct segments. Once he understood what each group struggled with – mastering serves, feeling confident in doubles matches, whatever – he could tailor his marketing messages and deliver personalized video content to each. Sophia: Hmm. So instead of just yelling "Improve your tennis today!" into a crowded court, he became a tennis therapist. "Oh, having trouble with your serve? Let's talk about that." Interesting. Very interesting. Daniel: Exactly! And, the personalization really went beyond just pinpointing the problem. The videos themselves were tailored. For ServeKillers, FYB paired Will's expertise with tennis legend Pat Rafter to really boost the content's authority. And the results? ServeKillers raked in $25,000 during its relaunch week. Building on that success with DoublesKillers, FYB generated $250,000 in revenue in just six months. Sophia: That's pretty impressive. But let me play devil's advocate here for a minute. Wasn't there a steep learning curve? Tailored messages, custom videos for each segment… it sounds exhausting, especially for a smaller business. Daniel: I can see why you'd think that, but Levesque's system is really designed for sustainability. Creating the initial segments and content definitely takes effort, but once it's up and running, it becomes a well-oiled machine. Personalization doesn't have to mean reinventing the wheel every time. It's about reusing and optimizing existing components for each different audience segment. Sophia: Fair enough. It's like meal prepping, but for marketing content – you prep ahead and dish out exactly what someone craves. Now, tell me about this water ionizer guy. It's not every day you hear about market success with a $2,000 product. Daniel: <Laughs> Aha! Ross Bridgeford and his company, Live Energized! His story takes a different path, sure, but the core Ask Formula principles still worked wonders. Ross was selling high-end water ionizers, but the market was oversaturated with misinformation and customer skepticism was sky high. Worse still, his traditional, educational sales pitch just wasn't scaling. Sophia: Selling expensive, niche tech with trust issues? Ouch. Sounds like trying to sell parachutes to people who are already afraid of heights! What did he do? Daniel: That's where the Deep Dive Survey came to the rescue and gave him clarity. The survey responses didn't just uncover a lack of trust, they also highlighted a deeply rooted EMOTIONAL pain point that Ross had totally missed. Customers weren't nearly as concerned with the technical specs of ionizers as he had believed. What they REALLY cared about, and really feared, was the safety of their tap water. Sophia: Let's see if I've got this straight. Instead of obsessing over like, alkalinization levels or filter types, they just wanted to feel safe knowing their water wasn't secretly a chemistry experiment? Daniel: Totally! Ross completely shifted the communication to address those emotional concerns. He created, you know, this three-part video series highlighting the potential dangers lurking in tap water, and positioned his product as the ultimate solution for pure, safe drinking water. Naturally, this approach resonated deeply with potential customers. Sophia: And let me guess, that focus on emotional triggers worked better than all those info dumps about ionic adjustment. Daniel: Absolutely! When Ross launched this rebranded, tailored funnel, Live Energized pulled in $750,000 in revenue in just FIVE days. It was, like, such a huge success that they actually ran out of product and had to temporarily pause sales! Sophia: That's incredible! So by reframing the conversation around emotional triggers, he didn't just bump up sales, he positioned himself as a trusted voice in a competitive market. He turned the message from "Look at these specs!" to "We understand your deepest fears." Daniel: Exactly, and that's precisely what Levesque's formula emphasizes — be analytical using data, but also deeply empathetic. Customers aren't just looking for features, they want answers that actually integrate seamlessly into their lives, address their concerns, and connect on a personal level. Sophia: I can “really” see why audiences responded to this. It's not just about meeting expectations, but also dealing with fears. Both this tennis coach and Ross rewrote their playbooks by going all-in on empathy. Daniel: And look at the results they got! By following these four steps – Prepare, Persuade, Segment, and Prescribe – they turned lukewarm businesses into thriving, scalable operations. It just proves how powerful understanding your audience on a deeper level can be. Sophia: Makes perfect sense. But now I'm curious, what happens next? Do these companies cash their checks and disappear into the sunset, or is there more to the formula? Profit and Pivot sound like they could “really” elevate these success stories even more.

Daniel: Seeing the Ask Formula really work shows you how much potential it has, especially for business growth. But, you know, what’s really special is that it’s not just about hitting a home run once—it's designed for the long haul. It helps you keep customers happy and stick around. Today, we’re going to break down the last two steps—Profit and Pivot—and see how they keep businesses on track with what customers want while also growing steadily. Sophia: Okay, so we're talking about what happens after the big launch, right? How do you keep things going, keep the momentum? I’m curious, what’s the real trick to all this? Daniel: Well, it really comes down to building a feedback loop. Levesque really stresses this. You don't just gather info once and call it a day. You've got to keep talking to your audience. Like, right after someone buys something, a lot of companies send out what they call a Pivot Survey. They ask questions like, "Now that you've solved this problem, what's the next big challenge for you?" Sophia: So, basically, you're asking, "What else can we help you with?" It's like a tailor who doesn't just make the suit but checks in later to see if it needs adjustments. Gotta make sure it fits perfectly, right? Daniel: Exactly! It's about staying relevant and always being one step ahead of what your customer needs. Take Will Hamilton from Fuzzy Yellow Balls, for instance. He killed it with ServeKillers and DoublesKillers. He could've just stopped there. But he kept asking his audience what they wanted. Turns out, they weren't just looking for videos—they wanted tools to actually track their progress and get better. Sophia: So, instead of just showing them a new serve, he gives them the whole package—the game plan, the scoreboard, maybe even a virtual coach yelling at them? Daniel: Something like that! By always listening and coming up with new ideas, FYB kept people interested and built real loyalty. Customers felt like they were part of the team, not just buying something and forgetting about it. That's the main idea behind the Profit stage—getting more from your current audience by giving them ongoing value, instead of always trying to find new customers. Sophia: Alright, I get it. But doesn’t this whole feedback thing become… exhausting? Constantly tweaking, relaunching, and changing? When do you get to just, you know, relax? Daniel: That's where the Pivot stage comes in. Pivot isn't about changing everything all the time. It's about being smart about when and how to adapt. It’s about using what you’ve learned to decide when you need to make some real changes – whether it’s how you talk about your product, what you offer, or even your entire plan. Think of it like a checkpoint, making sure you’re still headed in the right direction and not just spinning your wheels. Sophia: So, it's like coming to a fork in the road and actually looking at the map before deciding which way to go? Daniel: Exactly! A great example is Ross Bridgeford and Live Energized. Remember how he shifted from talking about the technical details to focusing on how people felt about tap water safety? Sophia: Right, he turned his focus to building trust, and that shaped his whole marketing approach. That’s smart. Daniel: And that change wasn't just for one ad campaign. It became the core of a bigger plan to really focus on the customer. By building that trust, he wasn't just selling water filters—he was creating a whole movement around being healthy and safe. Sophia: A movement, huh? So it’s not just about making a quick buck. It’s about making customers feel so understood that they keep coming back. Like when your favorite coffee shop knows your order, or your barber knows exactly how you like your hair. Daniel: Precisely. It’s about making that relationship stronger. And tools like the Feedback Loop Series are super important for this. You use emails, surveys, and even those "Do You Hate Me?" campaigns to stay in touch with everyone, those who bought and those who didn't. For those who didn’t, you find out what their concerns are and make your pitch better. For those who did, you make sure they're happy and excited about what's coming next. Sophia: "Do You Hate Me?" That’s a pretty bold survey title. It's like handing someone a loaded weapon and saying, "Tell me everything I did wrong." But I get it. Showing that vulnerability builds trust. It proves you care about getting it right. Daniel: And that trust is what makes the Ask Formula so effective for building loyalty. It's not about being perfect, it's about improving. By using information from your most active customers—what Levesque calls Hyper-Responsive Buckets—you can focus on the feedback that really matters and make smart adjustments that move your business forward. Sophia: So those Hyper-Responsive Buckets are like your personal advisory board? They tell you what to fix, and you listen because they're the loudest… and probably the most invested. Daniel: Exactly! And companies that really listen to those insights not only create better products but also build a sense of community with their most loyal fans. It's a continuous cycle of growth. When customers feel heard, their loyalty grows, which leads to even more valuable feedback. Sophia: Makes sense. But wouldn’t constantly changing things based on feedback burn out smaller businesses? Where do you draw the line between listening to customers and just bending over backwards for them? Daniel: That’s the tricky part, and it’s about finding balance. It's not about chasing every single comment. It's about seeing patterns and focusing on the changes that fit with your long-term goals. You don’t just react, you guide. Smart pivots aren't impulsive decisions. They’re informed, impactful moves that help you get more out of your efforts, not spread them too thin. Sophia: Alright, I see how being adaptable like that could keep things fresh. It’s like taking care of a garden: you prune, weed, and water – you don’t just tear everything up because of one bad day. Daniel: Exactly! Continuous feedback loops, strategic pivots, and putting the customer first—these create businesses that don't just survive change, they thrive. It's about building a world where customers feel heard, understood, and valued, which leads to loyalty and lasting success. Sophia: I’m sold—almost. This formula sounds great, but it really depends on doing the work. You can’t just half-heartedly listen to customers and expect miracles. Daniel: True, it takes effort and dedication. But when you do it right, it changes everything, turning customers into your biggest fans and making sure your growth is not just profitable, but sustainable.

Daniel: Okay, Sophia, let’s bring this home. Today we dove deep into Ryan Levesque’s Ask Formula. It's a six-stage system created to help businesses move away from just guessing and towards really understanding what their customers want through data. From those detailed Deep Dive Surveys to really nailing down audience segments, offering solutions that fit perfectly, and constantly improving with feedback, it's a total rethink of how businesses connect with customers. Sophia: Yeah, and what struck me was how practical it all is. We saw how companies like Fuzzy Yellow Balls and Live Energized used these ideas to change their messaging, get real results, and even create a community around their brands. Ultimately, it’s about really listening, building real connections, and being flexible enough to adapt instead of just reacting to whatever happens. Daniel: Exactly, and for me, the key point is that success isn’t about being the loudest voice in the room—it’s about being the best listener. Asking the right questions unlocks a deeper understanding of your customers, which builds loyalty, trust, and lasting growth. Sophia: So, here’s the question for our listeners: What are “you” doing to really get to know your audience? Are you just assuming you know what they need, or are you willing to actually ask them? If Ryan Levesque’s formula shows us anything, it’s that the answers are out there—you just have to invite them in. Daniel: I totally agree, Sophia. The Ask Formula isn’t just another strategy, it’s a whole new way of thinking. And for anyone ready to embrace it, well, it's a game-changer.