Catharine has spent the last 25 years crafting market research and consumer insights for Fortune 100 companies across the globe including Apple, Adobe, and Pepsi. Companies that are essentially doing the exact same thing we all are – finding more clients and building relationships with them to increase client lifetime value.
Now Catharine has turned her attention helping entrepreneurs explode their subscriber lists and engage clients to be life long clients and raving fans. As a fellow entrepreneur she knows how hard it is to grab the attention of the ideal customer, engage and get to know them. By combining market research techniques with quiz funnel strategies the art and science of asking the right questions results in attracting the best clients in just one click!
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Transcript
Hey everybody, it's Tara Bryan, and you are
Tara Bryan:listening to the Course Building Secrets® Podcast. Whether you're
Tara Bryan:a coach or a CEO, the success of your team and clients is based
Tara Bryan:on your ability to deliver a consistent experience and guide
Tara Bryan:them on the fastest path to results. This podcast will give
Tara Bryan:you practical real life tips that you can use today to build
Tara Bryan:your online experiences that get results and create raving fans.
Tara Bryan:Why? So you can monetize your expertise and serve more people
Tara Bryan:without adding more time or team to your business? If you're
Tara Bryan:looking to uncover your million dollar framework, package it and
Tara Bryan:use it to scale you're in the right place. Let's dive in.
Tara Bryan:Hey, everybody, it's Tara Bryan. And I am joined today with
Tara Bryan:Catherine O'Leary. And she is going to talk to you about how
Tara Bryan:to create a quiz to bring in the right people and dive them into
Tara Bryan:your your program, your course your product, your service,
Tara Bryan:whatever it is that you do. And so Welcome, Catherine, I'm so
Tara Bryan:happy to have you today on the show. Tell us a little bit about
Tara Bryan:yourself, your background and what you're up to.
Catharine O'Leary:Yeah, thank thank you for having me, Tara,
Catharine O'Leary:it's great to see you. And yeah, I have, I I'm known as the quiz
Catharine O'Leary:queen, I did not grow up being the quiz queen, I wanted to be
Catharine O'Leary:the Wolf of Wall Street. So I went through school for business
Catharine O'Leary:and went into corporate, and actually did a lot of market
Catharine O'Leary:research and consumer insights. And it's just a fancy way of
Catharine O'Leary:saying that I was a translator between corporations and
Catharine O'Leary:consumers, asking consumers what they wanted and needed and kind
Catharine O'Leary:of what they you know, were challenged with. And taking that
Catharine O'Leary:information and translating it for corporations into you know,
Catharine O'Leary:what products that they should be coming up with services, you
Catharine O'Leary:know, what their marketing messages might be, as well as
Catharine O'Leary:their sales messages. So a little bit of a translation gig
Catharine O'Leary:almost did that for 25 years, did it with Apple and Adobe and
Catharine O'Leary:Pepsi. And decided that, you know, enough was enough, three
Catharine O'Leary:hours of commuting enough of the, you know, kind of the C
Catharine O'Leary:suite politics and nonsense and went out on my own and kind of
Catharine O'Leary:found a way to utilize that kind of a unique skill set of asking
Catharine O'Leary:questions and asking good questions, to help people with
Catharine O'Leary:lead generation and really kind of that attract the best and
Catharine O'Leary:release the rest. I mean, I don't know about you, Tara. But
Catharine O'Leary:I had a hard time at the beginning with kind of
Catharine O'Leary:attracting everybody. And their brother and I spent a lot of
Catharine O'Leary:time and a lot of wasted effort on you know, on phone calls that
Catharine O'Leary:weren't really good, you know, quality conversations on I was
Catharine O'Leary:spending a lot of time with convincing, cajoling and, and
Catharine O'Leary:crying almost. And, and, you know, that's just not, it's not
Catharine O'Leary:good for anyone, it's not good for your prospects. It's not
Catharine O'Leary:good for your clients. It's not good for you. So my analytical
Catharine O'Leary:brain kind of kicked in, and I decided to find another way.
Tara Bryan:Yeah. Okay, so. So I'm going to take this in two
Tara Bryan:different directions. Okay, the first one. So one of the things
Tara Bryan:we talk about a lot on the Course Building Secrets® Podcast
Tara Bryan:is how do you like, package your expertise into something that
Tara Bryan:you can turn into a business? So the very first question I have
Tara Bryan:for you, it's fascinating to me, when I meet somebody who has an
Tara Bryan:expertise from corporate from sort of the traditional job,
Tara Bryan:and, and takes that and, and finds a niche, find something
Tara Bryan:that they love to do, and turns it into a business. So I'm
Tara Bryan:fascinated with the fact that you found this need that people
Tara Bryan:were struggling with how to find and really filter their people,
Tara Bryan:when they came in, from a lead gen perspective, get rid of the
Tara Bryan:ones they didn't that they didn't fit, and then push the
Tara Bryan:ones through who did through a quiz. And so personally, really
Tara Bryan:personalizing the experience or you this or that or that, you
Tara Bryan:know, I'll all the way through that. So tell us a little bit
Tara Bryan:about like, how did you like go from corporate to I'm going to
Tara Bryan:create, I'm going to be the quiz queen. And tell us a little bit
Tara Bryan:about that because I just am fascinated always by that
Tara Bryan:journey of sometimes what you do is what you end up going into
Tara Bryan:but sometimes you take what you what your expertise is, you sort
Tara Bryan:of flip it into something a little bit different.
Catharine O'Leary:Yeah, it's a great question and there was a
Catharine O'Leary:there was a step in between where, when I, when I started my
Catharine O'Leary:online entrepreneurship and that journey, I actually started in
Catharine O'Leary:network marketing. And I started in personal development. And it
Catharine O'Leary:was, it was great. It was a really nice kind of business in
Catharine O'Leary:a box idea. It didn't have to create a whole lot. But what I
Catharine O'Leary:found was that the lead generation side of things was
Catharine O'Leary:just so hard I was I tried everything I was throwing money
Catharine O'Leary:at Facebook ads, and Google ads, and many ads, quite honestly, I
Catharine O'Leary:was spending lots of time on one on one calls with people that
Catharine O'Leary:weren't really ready for the process. And and, you know, you
Catharine O'Leary:tried to build organically, and it was posting from night, you
Catharine O'Leary:know, day to night, you know, dawn to dusk, and nothing seemed
Catharine O'Leary:to be working. And like, I literally almost got to the
Catharine O'Leary:point where I was convincing myself that three hours a day of
Catharine O'Leary:commuting isn't that bad? You know, like, maybe I can go back
Catharine O'Leary:to it, like, maybe it's not that bad. I'll do audiobooks, it'll
Catharine O'Leary:be fine. And, and I just realized that there, you know,
Catharine O'Leary:like, there had like, there were solutions. And there had to be a
Catharine O'Leary:solution for this. And what I found was that if I really kind
Catharine O'Leary:of sat back and listened to what I was good at, which was asking
Catharine O'Leary:questions, and and asking good questions that people could
Catharine O'Leary:answer that gave businesses really strong results. You know,
Catharine O'Leary:that it was it wasn't, it wasn't the first thing I thought of
Catharine O'Leary:doing. But as I realized that it was something that I needed in
Catharine O'Leary:my own business, I realized that I could do I could kind of marry
Catharine O'Leary:my expertise with this kind of a new newer twist on it, if you
Catharine O'Leary:will, in quiz funnels, I didn't create quiz funnels, like, like,
Catharine O'Leary:you know, they've been around for a long time. But you know,
Catharine O'Leary:being able to really dive into that, and then help others
Catharine O'Leary:create quizzes for their business, I kind of fell into it
Catharine O'Leary:almost. It just became very, you know, when the when the jigsaw
Catharine O'Leary:piece is all all started to put, you know, fall into place.
Catharine O'Leary:That's what it felt like.
Tara Bryan:Yeah, I just I love that just gives me chills,
Tara Bryan:because I think that that's ultimately what people want to
Tara Bryan:do, right is they want to find that, that expertise, they want
Tara Bryan:to find that specialty, that is their zone of genius. And due to
Tara Bryan:your point, like so often, there's, it's like this nugget
Tara Bryan:that's in what you're trying to do that you're like, This is the
Tara Bryan:thing, like if I could do this all day, like, like, life would
Tara Bryan:be great. Alright, so so I love that. So congratulations, that
Tara Bryan:you've found that I think that that's something that's always
Tara Bryan:really exciting when you kind of find that thing that that that
Tara Bryan:you can create the next, the next big idea with so for our
Tara Bryan:for my listeners, some of them are having the same challenge,
Tara Bryan:right? Where it's like, oh, my gosh, I have all these people
Tara Bryan:and I get them on the phone and they're not qualified or I can't
Tara Bryan:find people or how do I? How do I stand out differently? What
Tara Bryan:tips do you have for them in terms of how to even think about
Tara Bryan:a quiz as a quiz funnel? Or you know how to even think about
Tara Bryan:like, creating something like that, because the the hard part
Tara Bryan:is, that means you actually have to one you have to know who your
Tara Bryan:person is. And two, it can't be everybody, right? I'm sure you
Tara Bryan:work with people who are like, my person is anybody who wants
Tara Bryan:to come in. And and my guess is that's probably your first thing
Tara Bryan:that you're going to say is you cannot help everybody, right?
Catharine O'Leary:You can if you help everybody you help
Catharine O'Leary:nobody, right. So I always say that the quiz is only going to
Catharine O'Leary:work if you are solid in your offer, you know exactly like
Catharine O'Leary:where you're directing them to. So you have your offer, and you
Catharine O'Leary:have to know who your target audience is. Because you only
Catharine O'Leary:want to talk to those people. You want to create something
Catharine O'Leary:that's going to attract just those people, because those are
Catharine O'Leary:the only people that really are going to, you know, convert to
Catharine O'Leary:sales. So one of the things I know that I did back, you know,
Catharine O'Leary:back in the day was, you know, if I just talked to enough
Catharine O'Leary:people hope that one or two, right, and that's not that's
Catharine O'Leary:just a way to waste a lot of time and resources and get burnt
Catharine O'Leary:out. So if you really start to narrow down and think about who.
Catharine O'Leary:Who do I have the most fun helping, who do I have, like who
Catharine O'Leary:do I want as my ideal client, right? Like and be as specific
Catharine O'Leary:as possible? Like who do you want to hang out with on the
Catharine O'Leary:beach? You know, and and, and that's those are the people that
Catharine O'Leary:you should be targeting with your your verbiage with the way
Catharine O'Leary:that you put your questions together with your offer. You've
Catharine O'Leary:already done it, you've kind of already done it with the way
Catharine O'Leary:that you've set up your offer. So it's really just taking that
Catharine O'Leary:offer and honing it back into that target audience. And then,
Catharine O'Leary:you know, using their language and attracting them. Because you
Catharine O'Leary:know, if you get nine out of 10 people on the phone and nine out
Catharine O'Leary:of 10 by, like, how much cooler is that than one out of 10?
Catharine O'Leary:Right?
Tara Bryan:Okay, so give us an example of a question that we
Tara Bryan:would ask our ideal person to find out if they're going to be
Tara Bryan:a good fit, like, is there like a standard question that you
Tara Bryan:usually make?
Catharine O'Leary:Sure. Yeah, I consider. Sorry, I consider
Catharine O'Leary:quizzes more of a journey. So you've got your offer. And your
Catharine O'Leary:offer solves probably a few questions. And so there's
Catharine O'Leary:probably, you know, a quiz hook in there. Like, what's stopping
Catharine O'Leary:you from being unstoppable? Or what's, you know, what's your
Catharine O'Leary:online business personality type? It's a journey. It's not a
Catharine O'Leary:yes, no question. It's, it's a little bit of a self discovery
Catharine O'Leary:that the client can take on their own to find an answer to a
Catharine O'Leary:question that they want solved. Right. So so it's not so much a,
Catharine O'Leary:you know, if you think about, you know, what Disney Princess,
Catharine O'Leary:are you? Well, you go through a couple of questions to find the
Catharine O'Leary:Disney princess or what 80s rock band that at the end of the day,
Catharine O'Leary:people are getting the aha moment. So they feel like
Catharine O'Leary:they've been taken on a journey. They've been navigated the way
Catharine O'Leary:through, and then they get the answer. They get the answer to
Catharine O'Leary:their one question, like, what is stopping me from being
Catharine O'Leary:unstoppable? What is stopping me from seven figures? Why am I not
Catharine O'Leary:delegating when I should? You know, what, what is my next
Catharine O'Leary:step? In my CEO, movement, that kind of thing. So there's a
Catharine O'Leary:variety of questions that need to go into that. But if you
Catharine O'Leary:think of it more like, almost like a coffee conversation, like
Catharine O'Leary:if you sit down with somebody, and you usually ask them, you
Catharine O'Leary:know, where are you in business? Now? You know, what's stopping
Catharine O'Leary:you from the next step? What would your ideal situation be?
Catharine O'Leary:And then you can give them a little bit of a, you know, wha,
Catharine O'Leary:hey, here's a couple of answers. Here's some things you can do
Catharine O'Leary:right now. And the key thing is really that warm handoff to your
Catharine O'Leary:course. Right? So hey, the next step is check out my webinar,
Catharine O'Leary:because we go way in depth in, you know, my six week course,
Catharine O'Leary:or, you know, my coaching program, or my one on one call,
Catharine O'Leary:or, you know, whatever that happens to be for you. So it can
Catharine O'Leary:be very versatile.
Tara Bryan:Yeah. So cool. That's, that's amazing. So that,
Tara Bryan:absolutely, this is something that if you haven't looked at
Tara Bryan:yet, as as you're kind of getting into your online course
Tara Bryan:business, definitely think, you know, we talk a lot about having
Tara Bryan:it be a journey. What this does is it helps tee them up to be
Tara Bryan:ready. And then and then as Catharine said, like, it helps
Tara Bryan:to make that sales conversation so much easier for you because
Tara Bryan:they're already ready. When they come to you. You're not having
Tara Bryan:to convince them or, like do any of those weird sales tactics
Tara Bryan:that we don't like. Yeah, so awesome. All right, Catherine,
Tara Bryan:give us a tip or resource or tool or something that you
Tara Bryan:cannot live without in your business.
Catharine O'Leary:Whoa, that's a good question. Um, so for
Catharine O'Leary:anyone as you're going through and building your sales pages,
Catharine O'Leary:landing pages, virtual thesaurus. Virtual, free free.
Catharine O'Leary:Online thesaurus gives you a really quick, you know, like,
Catharine O'Leary:it's not that word. It's it. You want to find the next word. I
Catharine O'Leary:use it every day. Like I use it all the time. So yeah,
Catharine O'Leary:definitely. That's a really, that's kind of a ninja trick for
Catharine O'Leary:me.
Tara Bryan:Yeah, that's awesome. I love that. I have not
Tara Bryan:heard that one yet. So I always love new things that people are
Tara Bryan:saying. Awesome. So for my listeners, how do they get a
Tara Bryan:hold of you? How do they learn more about what you have to
Tara Bryan:offer? And how do they meet the the quiz queen, the quiz queen?
Catharine O'Leary:Weel, you know what, you can just go to
Catharine O'Leary:thequizqueen.com and enter your information and we'll we'll set
Catharine O'Leary:up some time to chat.
Tara Bryan:Awesome, very cool. Well, thank you so much for
Tara Bryan:being on our show today. It was great to meet you and thanks for
Tara Bryan:giving such great tips to our listeners.