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369 – Quizzes for Product Based Businesses? You Bet! with Gen Furukawa of Prehook
Episode 3697th May 2022 • Gift Biz Unwrapped • Sue Monhait
00:00:00 00:45:12

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We’ve got a fun topic on deck today – quizzes for your business! And I don't mean just a lead magnet quiz. You see quizzes all around – but honestly, I never really thought about it for a product-based business before. I’m not talking about quizzes where you find out what animal most represents your personality or what your hidden name is based on a birth month or day. Those are fun and all … but not for business.

More Than Just A Lead Magnet Quiz

We focus on how quizzes can be used to:
  • Provide a personalized customer experience that leads to more sales
  • Generate leads (aka a lead magnet quiz) & market your business
  • Increase customer order values
  • Build engagement and interaction with your customers
  • Create customer curiosity and satisfaction
  • And much more
We also dive into how to get started with a quiz, what questions to ask, and tons more! My guest Gen is the Co-Founder of Prehook, a leading quiz platform for Shopify merchants. Prehook helps hundreds of high-growth Shopify merchants sell more, accelerate list growth, and capture zero-party data with quizzes. He also hosts the eCommerce marketing podcast called Cart Overflow, where he shares what the best brand operators, agencies, and tech platforms are doing to grow their eCommerce revenues. Gen has been in eCommerce for more than 10 years. Prior to Prehook, Gen was part of the founding team and lead marketing at Jungle Scout, the leading software for Amazon sellers.

Listen now to hear how you can use a quiz to grow your handmade business far above and beyond just a lead magnet quiz!

Resources Mentioned

Gen's Contact Links

Website | Twitter| Linkedin

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Transcripts

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Gift biz unwrapped episode 369,

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Where the quiz really solves a lot of problems is by

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simplifying the buying decision and the buying process.

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Attention gifters bakers,

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crafters, and makers pursuing your dream can be fun.

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Whether you have an established business or looking to start one.

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Now you are in the right place.

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This is gift to biz unwrapped,

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helping you turn your skill into a flourishing business.

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Join us for an episode packed full of invaluable guidance,

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resources, and the support you need to grow.

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Your gift biz.

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Here is your host gift biz gal Sue moon Heights.

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Hi there.

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It's Sue.

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Thanks for joining me here today.

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So did you hear the bash last Saturday?

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We are on a roll pouring into your visibility bucket with

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a little learning sprinkled into if you missed it,

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check out episode number 360 8.

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The gift BizBash is a zoom party that provides a short

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session of free five training.

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Last week,

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I covered the five gift biz growth stages,

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and then there's a chance for you.

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If you're at the bash to showcase your company and any

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promotions you currently have going on,

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or if you're interested in doing a collaboration,

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you can give us the details on that and perhaps find

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your next gift biz buddy,

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as long as you're a handmade product business owner,

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you're invited to the bash.

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Are you experiencing some FOMO right now?

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Why don't you join us for the next one?

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Spots are limited so that I can keep the bash to

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about 45 minutes or so.

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You can sign up for as many as you like or

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pick and choose based on your availability.

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To see the schedule,

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go to gift biz,

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unwrapped.com forward slash bash.

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It's a hundred percent free for you to pick up a

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growth tip and get eyeballs on your business too.

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Now I asked you what could be better gift biz,

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unwrapped.com forward slash bash.

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I hope to see you at the next one.

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We've got a fun topic on deck today.

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Quizzes, you see them all around.

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And honestly,

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I never really thought about it for a product based business

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before I'm not talking about quizzes,

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where you find out what animal most represents your personality or

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what your hidden name is based on your birth month and

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day. Those are fun and all,

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but not for business.

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The quizzes we're focusing on here are for lead generation and

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to provide a customer experience that leads to a sale.

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What's great about quizzes is the interaction your customer has with

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your business through answering those questions and the curiosity and satisfaction

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of getting a result without stealing any of the funder.

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Let's move right into the show Today.

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I am so excited to introduce you to get.

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Ken is the co-founder of pre hook,

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a leading quiz platform for Shopify merchants.

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Pre hook helps hundreds of high growth product businesses sell more

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accelerate list growth and capture zero party data with quizzes.

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He also hosts the e-commerce marketing podcast called cart overflow.

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What a great name there he shares what the best operators,

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agencies and tech platforms are doing to grow their e-commerce revenues

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prior to pre hook.

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Ken was part of the founding team and lead marketing at

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jungle scout,

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the leading software for Amazon sellers.

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Again, welcome to the gift biz on wrapped podcast.

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Hey Sue,

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thanks so much for having me Super exciting history.

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Lots of things we're going to get into today.

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I think Totally.

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I'm excited.

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Me too.

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Lots of questions I told you earlier,

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I don't want to ask them until we're recording.

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So there we're just going to free flow this,

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but before we get started,

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I have a question for you that I've been doing for

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gosh, eight years now,

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already, since I've been starting podcasting.

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And that is because so many of our listeners are creatives.

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I want to hear more about you in a creative way,

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and that is through a motivational candle.

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So if you were to share with us a little bit

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more about yourself by describing the perfect candle for you,

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what would your candle look like?

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It would be a red candle because that's my favorite color.

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And it would say stand tall,

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talk, small play ball,

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pick had to credit my wife for that one.

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She cause I was like,

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oh, that's an interesting one.

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What would it be for me?

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And it's just more about like actions speak louder than words

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and just to get in the game,

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take action and then play ball.

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I love basketball.

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That's kind of like the one thing I play multiple times

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a week in the morning,

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it gives me a clarity of mind and a great social

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outlet and activity.

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So that is important to me.

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And yeah,

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I think it's just to be active and actually do it

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and let the actions speak over words.

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Perfect. And I really enjoy what you say there too,

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about the talk small.

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So many people can be all talk,

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but when it actually comes down to it,

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there's nothing,

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there there's no sustenance behind things.

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So I like that,

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you know,

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we also don't have to be out there blasting what we

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do. Let's show them what we do.

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Let's get results for people.

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Exactly. Yeah.

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And that's kind of like been a mental shift for me

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as well.

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Social media is I think growing more and more in terms

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of importance for it being your own PR.

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And so it's hard because I don't naturally like to talk

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about those things,

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but I think so many people are interested in,

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you don't need to do it in a boastful way,

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but the mentality I've taken is more of like a document

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and building and public and sharing these things.

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And that includes both wins and losses.

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Love it.

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Yeah. I agree with you.

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Yeah. There is that delicate balance between like standing on a

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street corner with a megaphone almost forcing,

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like here's why you should be listening to me Because that

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doesn't come across well versus wanting them to know that information

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for credibility,

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but how do you actually do it in a way that's

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received well,

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okay. So again,

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tell me a little bit about how you connected up with

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pre Huck.

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Yeah. So I am a co-founder of pre hook.

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So like you mentioned it as a quiz platform for Shopify

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merchants and we launched in early 20,

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21, I'm building it with two co-founders.

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We met as part of the founding team of jungle scout.

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And so I think maybe some of your audience is familiar

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with jungle scout because Amazon is a key channel maybe for

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some handcrafted products with basically Amazon has an Etsy competitor,

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but Amazon is an Amazon product research tool to help sellers

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identify where there's demand.

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So yeah,

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we met in 2015,

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we have a lot of experience in the e-commerce SAS area

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and then realized that Shopify merchants have different challenges than Amazon

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merchants. Amazon a listing is very focused on optimizing for a

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specific search query.

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So SEO is key,

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but a Shopify generalist slightly different because you can have one

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product, but then have people coming for various reasons.

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But you don't know unless you ask.

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So just by asking a few simple questions,

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say, well,

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what are your challenges?

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What are your goals?

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What's your basic routine?

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What preferences do you have,

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whether that's in size or color or anything else,

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but asking you a few questions can really eliminate a lot

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about the customer and then help you as a brand or

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merchant position yourself to address those problems or those challenges and

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become a better marketer.

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So we started building in 2020 and then launched and we've

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seen a lot of success and that landscape has definitely changed

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a lot for merchants because at the time iOS 14 hadn't

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been released.

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And so I was 14 basically makes it harder for platforms

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like Facebook to track customer behavior across different sites.

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So what does that mean?

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It means that targeting is going to be less granular for

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ad platforms.

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And therefore you're going to see an increase in cost per

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clicks and cost per acquisition.

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So it's more important now than ever for brands to build

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a direct relationship with their customers.

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And then you're layering on things like GDPR or privacy laws.

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Third party cookies are being deprecated.

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So there's a real urgency for brands to build direct relationships

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with their customers and then learn a lot about them because

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the expectations of a customer are only increasing and you really

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can't personalize or tailor a message to a customer just based

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on an email alone or a first name,

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like say again,

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or Sue,

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you really need to understand some of these,

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the why behind why a customer is on your side or

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what they're looking for.

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And once you have that,

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then you can do so much more in terms of the

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targeting or the messaging,

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the positioning,

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what you're sending them,

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what new product releases and all these things that kind of

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encapsulate e-commerce marketing.

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Perfect. I love that.

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You've already answered like a million questions.

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I'm gonna back it up just a second for our audience.

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You're talking about iOS 14 and this is where all the

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challenges came up because people who are running Facebook ads no

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longer could be capturing information.

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Like did they come to your website or being able to

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retarget that way?

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And I think really what we're talking about here is not

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relying on other platforms,

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being able to attract that information ourselves for our unique customers.

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Would that be right?

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Exactly. That is exactly right.

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Okay. The brands are kind of shifting away and we saw

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that. For example,

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if we look at Facebook,

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they dropped how many billions of dollars overnight in valuation when

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they showed a 20% drop in revenue as a result of

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brands, shifting their budget away from platforms,

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which can be slightly nebulous.

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And we're not even talking about attribution as well.

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Like that was a break in the link as well and

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more of a focus on owning the customer relationship.

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And so that includes building an email as building an SMS

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list. And that's kind of an integral part of the quiz

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experience where you're asking a few questions,

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whatever it might be,

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that's specific to your product or your brand capture that email

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or SMS,

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and then you're recommending a product.

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And then from there it kind of extends into the post

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quiz communication.

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So that's your email flows and Klayvio or Omni or whatever

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email platform you're using the SMS and paid ads platforms,

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because you can at least sync the kind of like a

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high-level segment where the product that you're recommending or the landing

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page that you're sending them to,

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if you're showing them a remarketing ad To make sure that

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people really are understanding what's possible,

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I'm going to want to take that through a little bit

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slower step-by-step but before we do that,

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why Shopify,

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you know,

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how did you guys zero in on that Shopify would be

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the platform because does pre hook only work on Shopify?

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Yeah. Okay.

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So, which I love because I am a huge Shopify endorser,

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a hundred percent.

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So I just wanted to clarify that,

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but this is also good for people to know people who

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are listening and maybe they're already doing business through Etsy or

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Amazon. I hear talk a lot about,

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you have to have your own platform,

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your own website,

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that's the golden nugget that you're going to strive for eventually,

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always have that.

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And so I'd like to hear from you why you see

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Shopify as the best platform to be on.

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Yeah, for sure.

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So from my perspective,

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as an app developer,

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Shopify is the most robust,

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I think,

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what is it like 1.7

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million merchants on Shopify,

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fastest growing platform.

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And so it makes it super easy for merchants to either

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get up and get started,

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or if you're even on Shopify,

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plus some of the biggest e-commerce brands use Shopify for their

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backend and their front end,

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Shopify just is such a great merchant experience.

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And there is such a robust ecosystem around Shopify.

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So we thought that there was a gap in the market

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where we're helping brands learn about their customers with quizzes was

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an opportunity.

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And so the Shopify experience along with Klayvio,

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so Klaviyo is an email service platform,

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but they do SMS.

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It's just one of the few core technologies in the modern

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e-commerce stack tech stack.

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Yeah. And Shopify,

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I mean,

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I know that service-based businesses are also now on Shopify,

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but it started and is specifically meant for product based businesses.

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Exactly. Yep.

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So agree with you totally there.

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All right.

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So let's take this a little bit slower and explain to

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everybody why quizzes once again,

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for a product based business and let's make a fictitious company,

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I'll let you name the product.

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What's the product gonna be?

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It's gotta be a handmade product.

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Yeah, totally.

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So the reason I think why a candle is a great

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use case and we can extrapolate this out for like high

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level is because the candle has some characteristics that in-person make

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it easy to determine which candle you like.

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So I love candles while I'm working.

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And I love candles that kind of like at nighttime,

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but there are different needs,

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right? So you have your morning candle where you're trying to

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maybe like energize or you have your evening candle,

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which might be more of a relaxing and soothing.

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So this smell matters.

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The time matters where you're using it matters.

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Do you want a little tea,

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light candle for the dining room table?

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Or do you want like a nice big one,

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maybe if you're taking a bath.

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So what we're doing there is we're just asking a few

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questions because we want to know just as if we were

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an in-store sales associate and you walk in saying into our

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candle store,

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Hey, Sue,

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tell me a little bit about you so that I can

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guide you to the right specific skew or product in this

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vast store of candles.

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And so if you're walking in,

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you might be overwhelmed by the smell and the different sizes

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and prices,

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and you don't know the first thing about candles,

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but you know what you're looking for.

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And I think that's where the quiz really solves.

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A lot of problems is by simplifying the buying decision and

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the buying process.

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And ultimately,

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if we're talking about how to most effectively improve conversion rate,

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really what we're doing is we're just trying to address any

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potential questions or objections that a person would have as they're

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deciding. And a quiz makes it very easy because you don't

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necessarily know,

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you know,

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looking at a candle product name,

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what the components of that product are or the characteristics.

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But I can ask you,

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do you like fruit or vanilla or pine or woodsy,

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and you can check all of them or you can check

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one of them,

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but that would be a big insight into what product would

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be appropriate for you.

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I can ask you when you might be using it morning,

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afternoon, night,

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I can ask you what feelings are you trying to evoke

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from this?

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Is it energy?

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Is it relaxation?

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Is it something romantic or high energy or party or whatever

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else. And from there,

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you've just got so much information about the why the customer

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is in your store,

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what they're looking for.

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And from there,

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you can bridge the gap,

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okay. They are here in your store,

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where do they want,

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what problems are they solving for?

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Or what does success look like to them as they're walking

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out of your store?

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And then along the way you're capturing that email so that

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you can say here,

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let me just send you your personalized,

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or let me give you five ways that you can get

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more out of your candle or,

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you know,

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something to add value,

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to incentivize them to say,

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Hey, let's start a relationship so I can educate you more

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about our candles and how it can help you.

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And then you're recommending the product.

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So kind of like in a nutshell,

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that's the experience of a quiz is to learn more about

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them, learn how to connect with them and speak with them.

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So you can start this relationship and then get the best

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product in front of them.

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And then from there,

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you are kind of unfolding the story.

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So maybe after the quiz,

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so this product is perfect for your needs because you've told

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us that you are looking for a morning candle to give

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you energy.

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That smells like oranges.

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And after that,

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you can unfold your product story,

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your founder story,

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the benefits of your candles,

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kind of like at a high level.

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And then the benefits on a more micro level of this

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particular candle.

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And you can only do that because you know what Sue

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is looking for and you know,

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what Sue's preferences are,

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if you're just saying,

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Hey, sign up for my candle club.

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Yeah, sure.

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We might be sending you candles that smell like chocolate and

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you hate chocolate or you're allergic to it.

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But the point is that the quiz helps you tailor down

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and improve relevancy so that you can personalize at scale.

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Yeah. I mean,

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the other thing taking it at the very top is if

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someone lands,

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when we're calling it your store,

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like we're saying,

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it's your website,

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your website is your store.

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Right? So having a quiz right front and center right away

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differentiates you from the majority of people who sell candles online,

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right at the get go.

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And it's allowing you to be interactive with the brand,

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which I think is so interesting because who doesn't want to

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know what you're going to tell me about my candle usage.

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If I'm loving candles,

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you know,

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if it doesn't cost me anything,

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you're giving me some good information.

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And then you're going to feed me products that most suit

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my preferences in terms of cents and my usage of candles.

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Why wouldn't I want to take the quiz?

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Like, it just seems like a fun,

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interactive thing to do on the other side for the business

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owner, like you were saying,

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you get the emails now you're going to be able to

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stay in touch with that person who came to your site

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and it's not like they just got to your site for

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a second heaven forbid bounds,

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or just looked around and then left never to return again.

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Right. Absolutely.

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Yeah. And then there are a few kind of like subconscious

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benefits to that.

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So now that you know,

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what type of candles Sue's looking for and her background with

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it, you can educate too on your particular candles.

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Maybe why your handmade product is better than a Yankee candle.

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And maybe it is some of the bad practices of the

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Yankee candle org,

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environmentally unfriendly,

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whatever it might be.

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The point is that you are educating the customer and Robert

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Cialdini. Who's really great marketing thinker.

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He has a book called influence.

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And one of the six core pillars of influence is authority.

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So if you are able to establish authority and establishing authority

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in this case from educating somebody.

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So they are somebody who is new to candles,

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you're telling them about it,

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they're in the market.

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So they've already raised their hand saying they want to learn

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more and they're interested in it,

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but you're educating them.

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And so then you're putting forward whether it's videos or images

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or texts,

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you are establishing your expertise.

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And that just increases the likelihood in the customer's mind that

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you know what you're talking about,

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they're going to look to you as the authority on candles

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and therefore the recommendation that you provide to them,

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or is that much more significant and the likelihood of buying

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from you if they want a candle also increases.

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So you're playing towards the conversion rate there.

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Right? Okay.

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So I have an idea about the candles.

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So if I was doing a quiz,

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let's say I was taking this quiz.

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And so I fill out,

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you know,

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whatever information needs to come in,

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but then there's the question of,

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well, what kind of sense do you like the best?

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And so I fill out maybe a couple of my sense.

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And then you say,

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when do you most burn candles,

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one of the situations in the day or whatever that you

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would most likely use candles.

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And let's say,

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I were to say,

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you know what?

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I light a candle when I'm getting ready in the morning.

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Okay. Let's just say,

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I decide that.

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Well, if that's the case,

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that candle probably isn't going to burn for too long.

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So maybe then one of the pieces of information to your

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point about education is based on your candle usage,

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you're burning your candle for short amount of time.

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Here's the best way to take care of your candle.

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So they last the longest,

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given your usage,

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things like that.

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Right? Absolutely.

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And then I'd be like,

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let's say,

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I wasn't even thinking I was going to buy.

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I'm like,

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oh, I didn't even know that that's what I should be

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doing. Even with the candles I already have at my house.

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So you've given me value already before I've even purchased,

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which makes me then want to purchase from you.

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Exactly. And then when you were talking about that,

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like, think about a candle in the morning and then think

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about the candle in the evening and then the mindset that

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you're playing to and how that might impact.

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Okay. I mean the main goal obviously is to get them

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to add to cart and check out.

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But along the way,

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of course it's how do you add different order bumps or

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how do you increase the average order value?

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Well, if it's a candle for the morning,

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Hey, you might like this mug for your morning coffee over

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as a candle in the evening.

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You might like these bath salts or this bath bomb for

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the candle when you're taking a bath at night.

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And so you're able to kind of like align and create

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a more cohesive customer experience because you have these key data

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points about the customer and what they're looking for that you

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can play to And then different sizes maybe too.

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Absolutely. Yeah.

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Different sizes for replenished walls.

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Like say a face wash that really helps because I mean,

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historically it might be,

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you might just go based on the size purchase,

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but for our skincare brand,

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for example,

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you might ask about their routine or candle.

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You might ask how often they intend to use it.

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And then,

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so you can kind of like send reminder emails for repurchase,

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which also plays to extending the lifetime value,

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getting more repeat purchases.

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Okay. So how in the world would you start making a

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quiz like,

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you know,

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for everybody who's listening with all their individual products,

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we don't know the questions of how to do a quiz.

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How does this all work,

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if were interested in looking at potentially a quiz for our

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business, how does it work with pre Hawk?

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How would you do this?

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You'll hear again,

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describe how you can make a quiz for your business right

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after this short break.

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Yes. It's possible increase your sales without adding a single customer.

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How you ask by offering personalization with your products,

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wrap a cake box with a ribbon saying happy 30th birthday,

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Annie, or at a special message and date to wedding or

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party favors for an extra meaningful touch.

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Where else can you get customization with a creatively spelled name

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or find packaging?

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That includes a saying whose meaning is known to a select

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to not only our customers willing to pay for these special

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touches. They'll tell their friends and word will spread about your

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company and products.

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You can create personalized ribbons and labels in seconds,

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make just one or thousands without waiting weeks or having to

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spend money to order yards and yards print words in any

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language or font,

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add logos,

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images, even photos,

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perfect for branding or adding ingredient and flavor labels to for

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more information,

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go to the ribbon print company.com.

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Yeah. Great question.

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So I think it starts with a simple question.

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Like how can I add more value to my customers?

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What would they find valuable?

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Because ultimately that's the premise of this exchange.

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The customer is telling you things,

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but in exchange,

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they're expecting some type of value in return.

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So they are telling you about their preferences and what they're

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looking for and an email address and in exchange,

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why don't you give them something that they would find helpful?

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So I think understanding what that exchange might look like would

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be important.

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So that's where the hook element of pre hook,

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how can you incentivize them?

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How can you engage them?

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And what value can you offer?

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So that's kind of like the high-level premise of what the

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quiz might be about.

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Then I think it's important to know what data points would

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be helpful for you to know which product to recommend,

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to know how you might want to segment your email list

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or segment your automations and flows.

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So that might be the problems that they're struggling with or

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the time when they would be using their candle or the

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flavors, the smells that they like.

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And then,

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so maybe that's helpful because you have new product launches of

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if you're launching an orange scented candle only reach out to

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people who like citrus.

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So the point there is that you want to know the

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data points that will be most helpful for you,

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both in the on-set experience.

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And then afterwards in your emails and SMSs.

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And then from there,

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I think it's creating like as few questions as possible because

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as you can imagine,

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every question increases the likelihood that somebody would drop off.

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So you don't really want to waste these.

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These are kind of like bullets in the chamber or a

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holster. You don't want to extend the questions with superfluous things

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like, you know,

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if you were a season,

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what would you be?

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Because then you're just losing people.

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And the main goal is in a similar way to a

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high level funnel.

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You want to move them down the funnel.

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So the quiz funnel would look like starting the quiz,

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even maybe clicking on an,

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to get to the quiz,

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taking the quiz,

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entering an email address,

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getting the recommendation,

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and then they're continuing down the funnel to ultimately you get

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them to convert.

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And so knowing the data points in there that are going

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to be most helpful is key.

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Is there a certain number of questions that you should ask?

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Generally? I think as few as possible while you're still extracting

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value, quantitatively,

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it might be maybe five to seven questions.

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I think it kind of depends on the type of product,

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of course,

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because if it is,

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let's say it's something that's a little more clinical like that

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you would put in your body or on your body,

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like hymns and Roman,

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hers, they have longer quizzes because those are almost lead qualification

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and clinical in nature almost.

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But if it's something that is like a candle or tea

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or bath cells,

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if you can get away with as few as possible,

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say three,

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four or five questions,

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that might be good.

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And I also think,

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like you say,

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how long it's going to take,

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like this quiz will take you one minute to do or

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something like that.

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So people don't feel,

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you know,

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how there's the followup reviews.

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Like if you get your car serviced or things,

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or you go to a doctor appointment and then you get

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this, you know,

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let us know how we did.

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And the thing takes like 10 minutes to fill out.

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Oh yes.

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You want to make sure that you're showing that that's not

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what's happening with your quiz.

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Right. Totally.

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Then you're like,

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ah, no,

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thanks. Yeah.

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Forget that.

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You know,

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I already gave you the money now,

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what else do I have to tell you?

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Like everything?

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And what about order of questions?

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Like for me,

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this is total personal preference.

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If I'm taking a quiz,

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I don't want you asking for my name and email as

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the first two questions,

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you know?

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Cause I don't even know what I'm answering.

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Why am I giving you that information right away to me,

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I'd rather know the questions first.

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So I'm intrigued about what maybe you're going to share with

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me based on my answers before you asked for my name

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and email.

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I totally agree.

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And that's what I do recommend with the brands that we

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work with.

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It's basically micro conversions.

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And so you're starting a small,

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Oh you mean micro conversions from one question to another to

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keep them going.

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Exactly. Yeah.

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So starting easy.

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So, you know,

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one interesting tactic that I've seen is actually having the first

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question on the homepage.

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Like for example,

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there's a wide brand and they ask,

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do you like white or red?

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And then you click it and then,

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you know,

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say red or white,

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it doesn't matter.

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Then you go into the quiz.

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That's kind of like the start of the quiz.

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But the benefit there is,

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it's a very easy question.

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There's no thought there it's,

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it's almost instinctive as opposed to what's your email.

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So then we can ask you more questions.

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Like, no,

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that's just not a congruent customer experience with their shopping patterns.

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Normally Let me just clarify that.

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So you'd ask like an open-ended question and then there's like

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buttons or something that say red or white,

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you know,

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whatever it is.

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And then it leads into like the official quiz.

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Exactly. Oh point being just a very simple,

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easy question that can be answered without any thought or hesitation

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as opposed to a name or email,

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which is far more invasive at the very beginning.

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So again,

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is something like this also helping your website because you're having

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someone spend more time there,

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you know,

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like for SEO and all that,

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You know,

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that's a great point.

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I think that that would be true,

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but I don't know,

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like that might be more of a marginal benefit as opposed

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to other things like the email and the customer data.

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But yeah,

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that's a great point that people are spending more time,

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so more engaged.

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But with that said,

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we've heard from lots of brands that they will segment out

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in Google analytics,

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those that take the quiz and those that do not take

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the quiz.

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And they've said that those who take the quiz have a

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higher conversion rate,

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higher average order value and then higher lifetime value.

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And so I think you can also pull back and say,

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yeah, that actually aligns with just general marketing trends these days

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with personalization.

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So Accenture has done a great study on personalization segment,

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a customer data platform as well.

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And what they found is that people are willing and happy

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to share information if there is some promise of a better

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customer experience.

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And so those brands that do personalize effectively,

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we'll see those monetary benefits of people spending more and people

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buy more often.

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And those that don't,

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we'll see more unsatisfied and lower conversion rate,

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but ultimately where I'm getting at is personalization is one of

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the key areas where brands can differentiate.

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But the challenge is to actually execute on that.

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And so that's called the customer experience gap where customers are

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looking to have a great personalized experience and will reward the

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brands that can do that.

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But there's a challenge because it's hard to do.

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And part of it is in terms of gathering the data

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because personalization and by definition is premise on the data that

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you have about somebody and then the know-how to set it

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up. And so Klayvio is a very powerful tool to personalize.

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We integrate with Klaviyo and OmniSeq and attentive and postscript.

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So to set it up is one thing,

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but together it is the other,

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but for those brands that can do that,

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they're bridging the customer experience gap,

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which is a huge opportunity for e-commerce brands.

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Okay. So I'm going to be honest with you.

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95% of our people do not even know what Klaviyo is

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they're using MailChimp or some other type of an email platform.

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Can they use pre hook and then have their quiz tagged

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or something and use MailChimp besides changing over their whole email

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platform strategy?

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Yes they can.

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So we,

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as a product don't integrate directly with MailChimp,

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Is it doable?

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It is doable.

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And if it's worth going into a shorter side of Klayvio

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Klayvio is just an email platform for email and SMS,

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but the main benefit of Klayvio and I'm going to send

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over something maybe like MailChimp,

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that's not specific for e-commerce.

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So MailChimp is making moves towards that is the deep integration

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with Shopify.

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And why does that matter?

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Well, it matters because you can automatically pretty much out of

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the box track,

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how people are engaging on your website,

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assuming it's a Shopify website and that gets sent automatically and

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instantly to Klayvio.

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So if somebody added to that's tracked automatically in Shopify in

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Klayvio so that,

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you know,

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okay, we can start an automation,

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Hey, Sue added a candle to the carpet.

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She didn't check out.

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It can be Sue visited these pages,

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Sue abandoned at checkout,

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and then ecosystem of third party apps is kind of built

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around Shopify and then tightly correlated or integrated with Klaviyo.

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So like I was saying at the very beginning,

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the reason why we start with Shopify and Klayvio is because

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it's just so integral to e-commerce stores from the very nascent

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stages all the way through to high scale multi-million dollar businesses.

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Right. Okay.

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So that combination for anyone who is just starting to look

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at all of this,

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putting it together,

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Shopify and Klayvio are a beautiful combination.

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They merge nicely.

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Okay, good to know.

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And then last part on this is people might make a

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mistake like,

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oh, it's beyond my needs,

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but it's far easier to kind of grow into.

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And they do make it kind of like cost cost-effective,

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especially at the earliest ages,

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as opposed to migrating your whole system.

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That becomes a whole headache where sometimes it's just better to

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start with the platform that you intend to grow into.

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And that's not to say,

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grow into like,

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it's great for very beginners as well.

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Got it.

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Okay. So let's talk a little bit more about preheat,

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cause I think we've covered the value and why a quiz

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could make sense.

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I think there would be a little bit of a challenge

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initially in terms of what are those values,

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the questions that I would be asking,

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but I think just by demonstration and seeing examples,

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which I know you have on your website,

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people can start getting a feel for what quizzes could look

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like and that'll spark ideas for them.

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When you're onboarding a client to pre hook to start using

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a quiz,

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how does your whole system work?

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Yeah. So pre Oak is kind of a self-serve software.

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So I mean,

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it's like you can install it,

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get it up and running in less than 30 minutes.

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I guess our main goal when building it was to make

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it as simple and elegant user experience for merchants.

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So no technical expertise required.

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It's as simple as copying and pasting a snippet of code

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onto the page that you want the quiz to appear on.

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So in our onboarding,

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I have a lot of resources I put together or how

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to kind of think about the quiz strategically,

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what some examples are,

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how you can use it,

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the features to personalize things like conditional logic,

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which is basically if then if Sue is looking for mourning

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candles, then you ask more about morning Kind of like a

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flow chart.

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You know,

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if someone answers this,

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then they go here.

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If they answer this,

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they go there Exactly.

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That's a feature,

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but we just try to make it simple so that there's

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no account management needed,

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they could do it all on their own.

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And so that,

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that's one of the main goals and yeah,

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if you're just starting out,

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I think simple is better.

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And the classic crawl walk run,

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and the main goal is like,

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okay, let's just see if it is a channel that will

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help you capture more leads than if it were just a

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regular pop-up on your website.

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The whole goal is to get more leads and to start

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forming a relationship with your customer.

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So I'm thinking,

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going back to the candles,

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a quiz could be as easy as the very first question

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maybe is the sense.

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And then based on the selection there,

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the next question is going to be what's the result you

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get, or when do you use candles?

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And so it goes down from there.

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And then at the end,

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it says,

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based on your preferences,

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these are the best sense for you.

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And that could be it,

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it could be just that.

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And then based on that,

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then they funnel into a couple of different email campaigns.

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Some of the emails in each of those campaigns might look

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similar, but then they'd also be customized based on the answer

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that was given.

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So maybe you have a different tip for someone who uses

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candles as they're taking a bath versus using candles for company

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versus using working candles for work or calming or whatever it

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looks like.

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But the point then is you've given your customer some direction

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about how they can purchase from you and which ones will

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suit their needs.

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And you've also gotten their emails so that you can continue

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communicating with them.

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And that's exactly right.

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Okay. I want to bring it down to a more simple,

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this doesn't have to get way overwhelming and confusing.

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You could use a very easy quiz to start off with

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and still reap the rewards of a quiz.

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Totally. And yet for the Shopify,

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like pre hooked,

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for example,

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it's very easy.

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It's as simple as like,

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you know,

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what your inventory is,

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which products would correlate to a morning candle.

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And so you'd add those in.

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And then,

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so we automatically calculate whichever product has the most points.

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And so each kind of response is added as a point,

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you could change the weighting.

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If there are certain questions that are more important to determining

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what the ultimate recommendation is,

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and then it's recommended at the end.

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So there are other tools like say Typeform or lead quizzes,

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which maybe you've tried before,

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but those don't integrate with Shopify.

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So the difference there is you're not able to know the

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inventory and you're not able to link the inventory in the

Speaker:

quiz as you would be with the Shopify focused quiz,

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like pre hook.

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Oh, lightbulb,

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ding, ding,

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ding, ding,

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dang. Sure.

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Okay. Got it.

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Okay. I've got that.

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So you,

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then aren't just telling them which ones it's actually leading them

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to their product selections.

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Exactly. So they can add to cart,

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checkout it directly from the quiz.

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And like I was saying earlier,

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that's the main goal is just to simplify the buying process,

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you know,

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about them,

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you know what product is best for them,

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put it in front of them and you can give them

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a compelling reason to add to cart and check out.

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Okay. So let me ask you this,

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this brings up new questions.

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Pop-ups most of the time,

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especially product-based businesses do pop-ups and the popups.

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I think we've gotten everybody,

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I beat this like a dead horse.

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Don't just say,

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get on my email list,

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you know,

Speaker:

but offer them a reason to give your email.

Speaker:

So you're going to be the first one to know about

Speaker:

new releases.

Speaker:

You'll be the first to know when promotions are coming out,

Speaker:

you know,

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things like that.

Speaker:

So there's value for them in exchange for their email,

Speaker:

a quiz could take the place of a pop-up right.

Speaker:

Because you're still attracting the email.

Speaker:

Absolutely. Yep.

Speaker:

So does it actually come in as the pop-up you put

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the code in or something so that then the quizzes,

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the pop-up Yeah,

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totally. You can do that.

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Okay. I'm glad that you didn't mention like,

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Hey, you get 20% off your first purchase or anything.

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That's a common offer and that's value.

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Cause it's kind of like simple and straightforward,

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but there just a lot of downstream effects of that in

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terms of,

Speaker:

I mean,

Speaker:

that's just directly eating into margin that's diluting brand equity,

Speaker:

and it becomes like,

Speaker:

is it really attracting the right type of customer who might

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be looking for more discount or it might be expecting discounts

Speaker:

and then your foregoing learning about them.

Speaker:

So like an email in itself in a vacuum without context

Speaker:

is definitely not as helpful as an email that has a

Speaker:

whole bunch of custom properties or attributes about the customer that

Speaker:

will help you in communicating with them both on the site

Speaker:

and then afterwards by email or SMS.

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Yeah, for sure.

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And honestly,

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I'm going to go again from personal experience.

Speaker:

The discount off of first order does sound like a great

Speaker:

opportunity. But when that pops up within two seconds,

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after I've come to a site,

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I haven't even had a chance to look around at the

Speaker:

products yet.

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And all of a sudden you're delivering me a discount.

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Like that doesn't feel good to me either.

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I don't even know if I'm interested yet.

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All right.

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Where can we go learn more about pre hook and maybe

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see some examples and that kind of thing?

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Yeah, absolutely.

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So our website is pre hook.com,

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G R E H O O K.

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Please feel free to reach out to me again,

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G E n@prehook.com

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to learn more examples on our website.

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Like I've built out hundreds of quizzes.

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And so I've gathered think at this point 125 of some

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of the best quizzes and it based on different niche or

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different stage.

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And so that's a nice example.

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There's no opt-in required.

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So you can just check it out.

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It's basically an air table database.

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And so it gives a good example of the breadth of

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use cases,

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both in stage of customer journey,

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like top of funnel,

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or even after they've purchased a post-purchase quiz.

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And it can show how you might use it in different

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ways, too,

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with different channels,

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whether it's email or as a landing page for paid ad

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or on the site.

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And then also just some of the goals that brands are

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accomplishing with a quiz.

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So that's on our website.

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You can find that kind of a helpful resource for brands.

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So just understand how others are using a quiz and hopefully

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why it's kind of like the cornerstone of a marketing strategy.

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Wonderful. And I'm just thinking here too,

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once you have a quiz built,

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gosh, you could make it a QR code that you use

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at a show if you're out at a show.

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Great use case.

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Yeah. Because it can go anywhere once you've got it built

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up, like you said,

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we've been talking about putting it on a website,

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but if you can go anywhere anywhere,

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you can put a link,

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you can put the quiz.

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Absolutely. Yep.

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Yeah. Okay.

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One final thing.

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Cause I know our listeners would be interested in this question

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is what type of investment is there for pre Hawk?

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Yes. So we have a 14 day free trial and then

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it's just a monthly SAS starting at $35 a month.

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And the tiers are based on usage and engagement.

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So $35 a month,

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I think it's 600 engagements and engagement is basically if somebody

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takes a quiz once or yeah,

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people that take a quiz,

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Take the quiz all the way through to completion of providing

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their email so that they fill out entirely.

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I should say,

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start a quiz,

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Start a quiz,

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not finish the quiz.

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That's why you need to make it short and enticing and

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interesting where they actually want to complete it.

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So you get their email For sure.

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But yeah,

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you know,

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month to month contracts,

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no obligations cancel any time.

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And so we try to make it as simple to get

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up and running as possible and then also make a no

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cost obligation to even just test it as a channel with

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our 14 day free trial.

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Perfect. Okay.

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And as a newbie,

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who's never done a quiz before like this,

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how long does it take to create one?

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I would say probably within an hour you can get it

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up and running.

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I have a bunch of documentation and strategy stuff and probably

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most helpful is just to,

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like I said earlier,

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get an idea of the type of data that's most interesting

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to you or helpful in email and SMS and to learn

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about your customers from there.

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It's kind of simple to use the product as in pre

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hook to build out the quiz from there.

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So starting simple is a great way.

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Okay. Yeah.

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So observe who your customers are,

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the questions you have coming in,

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what their care abouts are in relation to your product,

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perhaps then go look at some other quizzes just by ways

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of example of what could be done.

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And so do a little bit of thinking first and then

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you could start a 14 day trial,

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which means you could have a quiz up and running and

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gosh, would that kind of an investment you only have to

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sell depending on your product,

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several products through acquiring these new potential customers to pay for

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it. Totally.

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Yep. And we do have we track revenue.

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So it's very easy to quantify the ROI.

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Anything else that you think we should know?

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Any questions you'd normally get that I didn't think of asking?

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Well, I think that for your audience who are a lot

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of making things on their own,

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I think that there's a tremendous opportunity in sharing their brand

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store their founder's story,

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because there's so much passion behind those products,

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but one person could be going to a product for any

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variety of reasons.

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So I imagine like if it is a candle,

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like the different use cases and the way to position,

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it could be so vastly different.

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So how you put yourself forward and how you unfold,

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that brand story can resonate differently with different people.

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And so that's where I think we can fill in a

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few gaps there with just a few data points.

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Yeah. And that all doesn't happen in the quiz that happens

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in the subsequent emails after they've made their selection.

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Yeah. So it doesn't sit in the quizzes questions cause then

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the quiz will get way long or you're not telling them

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all this stuff,

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you're wanting to learn more about them so you can provide

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them with the right answer.

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Exactly. And so the main point there is similar to building

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a list like,

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you know,

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start yesterday.

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I would say the same with customer data.

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That strategy is only going to pay dividends in the future.

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And it's so critical.

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Now if you consider all of the macro trends changes.

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So starting with a customer data strategy is critical and this

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is one easy way to start.

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Beautiful. Well,

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this has been so enlightening Gunn.

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I've loved learning more about quizzes specifically as it relates to

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product based businesses.

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Because as I said in the beginning,

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I wasn't even thinking that direction.

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I'm thinking mostly service-based so fabulous.

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You have enlightened all of us here today and I really,

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really appreciate you coming on and sharing this.

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Oh, well Sue,

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thank you so much for having me.

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I love the idea of quizzes so much on two different

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levels. First it gives you another way to interact with customers

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at all different touch points.

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It's another topic versus here's my product buy.

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If you're not familiar with my opinion on this,

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take a listen to the last tips and talk episode number

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61, it aired just a few days ago.

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So if you're listening right,

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as soon as this goes out,

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it's the one right prior to this in the lineup.

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The second reason I'm a new fan of quizzes is the

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interaction created between your potential customer and your business.

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Online studies have shown that when you get someone to click

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once on a button or a link,

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they're more likely to continue clicking meaning clicking on quiz answers

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that lead to clicking on a buy button.

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Let me know if you decide to test out a quiz,

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I want to take it.

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And now before you move on to your next activity today,

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make sure to get your name on the list for at

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Next time on the gift biz unwrapped podcast.

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I want to make sure your I'm familiar with my free

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It's a place where we all gather and our community to

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Got a really fun post in there.

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