“I’ve done everything you’ve suggested in your blog posts but I’m still not seeing any results!”
Normally this would cause me to second-guess my advice. But the solution to this problem was hiding in Jane’s question…
Doing everything I suggest is like eating dinner with a shovel; it might work but is ineffective.
After a moment, I asked –
“Walk me through everything you’ve done and why”. In 45 minutes we had uncovered the reason for her marketing’s poor performance.
Like many people, she was working too hard on the wrong problems.
Digging deeper, I saw another hidden problem that was sabotaging her success. She wasn’t asking the right questions.
What Are The Right Questions?
You’re reading this blog because you want to use information, stories, and ongoing expert content to attract readers who become clients.
However when your plan falters, you’ll need to diagnose the problem with questions that gathers the right data and provides a path to effective solutions.
For example –
In Jane’s case, a better first question would have been:
“What type of guest posts lead to email sign-ups?
This question starts with a hypothesis, “my guest posts aren’t delivering email subscribers.”
“How many offers should I be making to one subscriber who already receives 12 email messages a month?”
This laser-focused question implies offer frequency affects conversions. Their question is spot-on and leads to a few good solutions.
Both of these questions share a characteristic that makes them effective; they start with a hypothesis, an educated guess, about what is occuring.
Creating a Good Hypothesis
The first step is to have a plan, a list of actions that are moving you toward a goal. Each of these actions are a calculated decision to spend resources to get a return.
The second step is to have trackable metrics that indicate the performance of your plan. Most of the time you can get all the information you need from Google Analytics or consistent recording and evaluation of your key metrics.
The next step is easy…
Find the metrics that are underperforming and craft a question that provides you with new information about improving performance.
Using our earlier example, a person looking to get more leads from guest blogging would examine their conversions by referring site and quickly see the success of their strategy. From there, the question is easy to craft – what should I do to get more conversions from guest posts?
Questions built on data and a plan lead to better solutions.
Get Your Questions Answered
During October, I will be writing Q&A Posts using your questions!
Here’s how to join n:
Join my private Facebook Group. It’s free. It’s private to weed out spammers.
Once you’ve been accepted, go ahead and ask your question. I’ll take note of the questions and write answer posts for as many as I can.
You can also comment on this post, but It would be better to ask on Facebook. We already have a group of smart and interesting folks that I eager to help.
Time to ask your question.