Introduction
Summary of the Book Ask by Ryan Levesque. Before moving forward, let’s take a quick look at the book. Imagine standing at the edge of a massive forest, knowing hidden treasures lie somewhere inside, but you have no map or compass. Many businesses face a similar challenge when trying to figure out what customers truly want. They guess, experiment, and often fail because the real desires of their audience remain a secret. But what if there was a way to gently coax these secrets out, to learn what your customers dream of without directly asking? This is what the ASK formula promises—a friendly guide that uses targeted questions, careful analysis, and personalized follow-ups to uncover problems customers never knew how to express. By mastering this approach, you’ll find yourself navigating smoothly, discovering genuine solutions, and inspiring loyalty. Customers will feel seen, understood, and eager to take the next step with you.
Chapter 1: Unveiling the Hidden Desires That Customers Cannot Easily Express.
Many businesses dream of knowing exactly what their customers crave, yet this often remains a puzzle buried beneath layers of uncertainty. Traditional marketing surveys try to dig into customers’ minds, but they typically end up producing shallow insights that fail to light the path forward. Imagine asking a group of people what they really want before they even know it themselves—it’s like trying to guess a friend’s secret birthday wish without any hints. This problem is so common online that most visitors leave websites disappointed, feeling they have found nothing that matches their needs. The information remains locked away in their minds, unwilling to appear at the snap of a finger, and simple guesswork rarely leads anywhere useful or profitable.
The frustration that comes from guessing what your customers want can push businesses into strange territory. Some owners might think lowering prices, adding flashy images, or offering random discounts would magically bring success. But without solid insight, these efforts become a shot in the dark. Relying on outdated, clumsy surveys that ask dull questions makes the situation worse. They often irritate people, waste everyone’s time, and fail to deliver the kind of information that could spark breakthrough ideas. Instead of guiding companies, these surveys leave them stranded, uncertain about what to do next.
The real issue is that most customers don’t know what they desire until someone helps them figure it out. If you ask them directly, What do you want? they might respond with something vague or entirely miss the deeper problem that troubles them. Think about asking a friend where they want to eat dinner: you might get a chorus of indecisive shrugs and half-hearted suggestions. Without a tool to unravel their true wishes, these interactions go nowhere. In a business context, this uncertainty translates into missed chances and wasted opportunities.
The solution starts with understanding that customers’ minds are like a hidden garden. You need the right key, a guiding formula that gently coaxes out their deepest needs. This is where a new approach steps in—a structured way of asking questions that reveals people’s secret struggles. By doing this, you can move beyond random guessing and start meeting actual needs. Instead of feeling stuck, you’ll discover that your customers’ untold desires hold the power to propel your business forward. With the right method, their silence transforms into a roadmap, and you finally understand what people truly want, even if they didn’t know it themselves.
Chapter 2: Discovering Deep Dive Surveys That Uncover Buried Customer Challenges.
The key to unlocking customers’ hidden needs lies in something called a deep dive survey. Unlike old-fashioned surveys that annoy people with pointless questions, deep dive surveys are designed to gather meaningful data from the start. This special survey works at the very beginning of your journey, before you even think about selling products. It’s like a friendly conversation that encourages people to share their struggles, hopes, and dreams. The goal is to help them reveal what they find difficult, what keeps them up at night, and which challenges they can’t seem to solve.
To begin, you send a short, welcoming email to your existing prospects—those who have shown interest in your brand before, maybe by signing up for a newsletter or downloading a free resource. In this email, you introduce who you are and explain why you care about understanding their needs. Instead of demanding information, you show genuine curiosity and respect. Then you direct them to a simple online questionnaire. Here’s where the magic begins: you don’t ask them directly what they want to buy. Instead, you ask them about the biggest problems they are facing right now.
Imagine running a store that sells creative software. Instead of bluntly asking, What product do you want? you might ask, What is your biggest challenge when it comes to designing a professional-looking website? By prompting prospects to think about their real struggles, you invite them to share valuable details. These answers become a treasure chest of insights, revealing the language people use, the types of problems they face, and the emotions behind their frustrations. As the responses pour in, patterns emerge. You begin grouping these answers into meaningful categories, or buckets, each representing a type of customer with shared troubles.
Sorting prospects into these buckets helps you tailor your future communications. If one group struggles with technical setup, you’ll know to explain things in a simpler, more guided way. If another group battles with time management, you’ll talk about quick solutions and shortcuts. By organizing the survey results, you start speaking directly to different types of customers in words they understand. This process lays the foundation for a marketing approach that doesn’t just sell things—it genuinely helps people overcome their problems. Instead of guessing what customers want, you’ve begun to discover what they need from the inside out.
Chapter 3: Crafting a Magnetic Landing Page That Invites Customers to Reveal More.
Once you’ve dug deep to understand who your prospects are, the next step is to encourage them to share even more helpful information. To do this, you need a special kind of webpage—often called a prospect self-discovery landing page. This page greets visitors with a warm, engaging message and a strong, curiosity-driven question. Instead of asking them to buy right away, you invite them on a journey of understanding their own problems. By doing so, you transform your online presence from a cold sales pitch into a supportive environment that guides them toward clarity.
A great landing page puts all the essential information at the top, so people don’t have to scroll or search. You might start with a question like, Are you ready to uncover what’s truly holding your creative projects back? This line sparks interest and hints at a hidden problem they might have. Then you explain your purpose: you’re here to help them figure out their biggest roadblocks, not just to sell. You emphasize that by answering a few questions, they’ll gain personalized insights that could lead to real solutions.
To make your landing page even more inviting, consider adding a short video. It could be as simple as you talking directly into the camera, introducing yourself, and explaining how your process has helped many people before. If you’re camera-shy, slides with a friendly voiceover can work just as well. The point is to create a human connection that stirs curiosity. Show that you understand their struggle and reassure them that this survey isn’t a boring chore. It’s an opportunity for them to discover something valuable about themselves and their goals.
Finally, use subtle promises and if-then statements to persuade cautious visitors. For example: If you’re tired of feeling stuck every time you start a new design project, then this short survey might pinpoint what’s really going on. By suggesting that participating will lead them to hidden answers, you gently nudge them forward. With the right question, a clear explanation, and a personal touch, your landing page becomes a portal that leads prospects toward a deeper understanding of their own needs. And once they’re intrigued, they’ll eagerly click through to your next survey step.
Chapter 4: Building Trust Step-by-Step Using the Micro-Commitment Bucket Survey.
Once prospects have shown a willingness to learn more, you need a careful way to gain their trust without scaring them off. This is where the micro-commitment bucket survey comes into play. Instead of starting with personal questions like their full name or email address, you begin by asking very easy, harmless questions. Each tiny yes they give—each box they check or option they select—builds confidence and comfort. It’s like guiding someone gently down a path instead of pushing them through a locked door. By the time you ask for more personal details, they’ll feel relaxed and invested.
The tone of these questions should be friendly and casual. Think of a conversation with a helpful store assistant rather than a stiff interview. For instance, instead of asking something complicated like, Which high-level design solutions do you prefer? say something simpler: When it comes to design projects, what frustrates you the most? You’re inviting them to chat rather than interrogating them. Each small answer they give helps you learn more about their situation, making future communication much more personal and valuable.
After gathering basic demographic details—like age or experience level—you move on to questions that help you refine your earlier buckets. Let’s say you’re helping people improve their online marketing results. You might ask: Which of the following obstacles best describes your current challenge? The answer choices could range from difficulty driving traffic to a website, to struggling with converting visitors into buyers. Their selections funnel them into more specific categories. Now your prospects are not just a face in the crowd—they belong to a category with known struggles and known solutions.
After the micro-commitment steps, it’s finally time to ask for their contact details. By this point, you’ve built enough trust that sharing an email address feels natural, not forced. They see that you’re genuinely interested in their problems and not just trying to grab their information. With each piece of data you collect, you become better prepared to deliver tailor-made guidance. You are no longer guessing what they need. You have the keys to their locked doors, ready to offer help that speaks directly to their situation.
Chapter 5: Transforming Raw Data into Precise Buckets That Reveal Unique Needs.
Once you’ve run your micro-commitment bucket surveys, you’ll have a growing pile of raw answers. At first glance, these responses might seem like a jumble of words and opinions. But within this chaos lies a goldmine of understanding. Your next task is to carefully sort these answers into meaningful buckets that help you see the patterns. These buckets are more than just categories; they’re like maps that point to different groups of customers, each with their own language, problems, and desires.
Imagine being a doctor who listens to many patients describe their symptoms. One person complains of headaches and fatigue, another talks about muscle aches and trouble sleeping. Sorting these symptoms helps the doctor find the right treatment. In business, it’s similar. By grouping answers, you notice that a certain group struggles with making their website attract more visitors, while another group finds it tough to convert those visitors into buyers. Each bucket is a different kind of challenge waiting for a custom-tailored solution.
After sorting into buckets, you also pick up on the way people talk about their issues. Do they use technical terms or more casual language? Do they sound frustrated, hopeful, or confused? Understanding the tone and wording helps you write emails, webpages, and product descriptions that feel like friendly advice rather than awkward pitches. It’s as if you’ve learned a new language—one that your customers already speak. This ensures that when they read your messages, they’ll nod along, thinking, Yes, that’s exactly what I’m dealing with!
With each bucket defined, you’re no longer dealing with a vague mass of potential customers. You now have separate tribes of people with unique needs. This clarity paves the way for delivering solutions that genuinely matter. Instead of trying to please everyone with one generic offer, you can create multiple targeted offers, each perfectly fitting the bucket it’s meant for. Your customers feel understood, and you feel confident knowing you’re addressing real problems with precision. This careful organization marks a turning point, allowing you to connect deeply with prospects and guide them toward solutions that truly change the game.
Chapter 6: Presenting Personalized Solutions and Introducing the Problem-Agitate-Solution Pitch.
Armed with your well-defined buckets, it’s time to put your insights into action by crafting a compelling presentation of your offer. Before you jump into selling, you must first show that you understand what’s wrong. Think of it as diagnosing a patient before suggesting treatment. You create a short video or message on a post-survey page that acknowledges their struggle. For example, Based on what you told us, it seems like you’re facing the ‘Silent Visitor Syndrome,’ where people land on your site but never engage or buy. By naming the problem, you not only capture their attention but also let them know you understand them intimately.
Next, you stir the pot a bit. This is the agitate phase. You don’t just say, This is a problem, you emphasize why it’s a big deal. If you continue to struggle with Silent Visitor Syndrome, you’ll waste money on ads and never see the results you deserve. It’s like watering a garden without any seeds, hoping flowers will magically appear. This step heightens their awareness of the urgency. They realize that ignoring the issue isn’t an option, and that sparks their motivation to find a solution.
Finally, you present your solution. You explain how your product or service directly addresses their challenge and delivers a clear benefit. Maybe you introduce a training program, a software tool, or a coaching session designed to help them convert quiet visitors into enthusiastic buyers. You detail what they’ll learn, how they’ll transform their approach, and what kind of real results they can expect. The prospect sees that you’re not just peddling a product; you’re offering a way out of their struggle and into a more successful future.
This is the heart of the ASK formula—asking the right questions, analyzing the responses, and then offering a solution that resonates deeply. When prospects see that you know their struggles, acknowledge their pain, and offer a tailored remedy, trust blossoms. They’re much more likely to lean in, pay attention, and consider purchasing. By the time you invite them to take the next step, they feel understood and supported, not pressured. This sets the stage for building a loyal customer base that appreciates your guidance and returns to you for more help in the future.
Chapter 7: Maximizing Earnings Through Strategic Upsells That Solve New Problems.
Once a prospect becomes a buyer, you’ve opened the door to a long-term relationship. But your work doesn’t end when they click purchase. In fact, it’s just the beginning. Right after they buy, you have a golden opportunity to offer additional products or services that fit naturally with what they’ve already chosen. This is called an upsell, and it’s a bit like asking, Would you like fries with that? at a fast-food counter. Because they’re already in a buying mood, they might be open to something extra that enhances their experience.
Effective upsells aren’t random add-ons. They should align perfectly with the first product. For example, if someone just bought a course on building a high-traffic blog, offer them a toolkit for writing effective headlines or a premium mentorship session to speed up their results. If someone bought a gym membership, suggest a specialized workout plan or nutrition guide. The key is that the upsell provides either more of what they already value, a faster path to success, or a solution to a future problem they’ll encounter once they’ve used your initial product.
Think about the challenges customers face after their initial purchase. If your original offer helped them gain new leads for their website, now they might struggle to convert those leads into paying clients. Offering a conversion optimization workshop or advanced marketing templates could solve this new challenge. By anticipating their next hurdle, you become a partner in their growth, not just a salesperson. This builds loyalty and encourages them to rely on your brand for long-term support.
Remember, upselling should never feel pushy. You’re not forcing customers to buy more. Instead, you’re presenting relevant opportunities that genuinely improve their experience. By keeping your upsells customer-focused, you reinforce trust and loyalty. Buyers feel cared for, not taken advantage of. Over time, these thoughtful upsell sequences can significantly increase your revenue while making customers happier. Instead of seeing upsells as a sneaky trick, view them as a continuation of your helpful guidance. This ensures a win-win situation: you boost profits, and your customers gain even more value.
Chapter 8: Reviving Interest Among Non-Buyers Through Persistent Yet Polite Follow-Ups.
Not everyone will buy after the first offer. In fact, many prospects may remain on the fence, hesitating for various reasons. Perhaps they need more time, or maybe your pitch didn’t quite connect yet. This is where follow-up emails come into play. Far from being spammy annoyances, well-crafted follow-ups can turn fence-sitters into satisfied customers. Each follow-up email offers another chance to explain benefits, address concerns, or tweak the offer in a way that feels more accessible.
You might start by simplifying your deal. Instead of offering a full-priced product right away, consider a small trial fee to let them test the waters. Maybe you introduce a limited-time discount that’s truly meaningful. The point is not to cheapen your product but to remove mental barriers. Non-buyers might feel uncertain or need more proof of value. Show them testimonials, success stories, or highlight a feature they might have missed the first time. This careful nudging can help them realize that your solution is worth their investment.
Another tactic is to emphasize urgency. If your offer won’t last forever—maybe it’s a special launch deal or has limited spots—gently remind them that time is ticking. Some people just need a push to overcome procrastination. Make sure your tone remains friendly and helpful. You want them to feel like you’re doing them a favor by reminding them, not threatening them with a deadline. Authenticity matters here. If your urgency is genuine, it will ring true and not feel forced.
When some people still don’t buy, you can even try offering a different product that suits their needs better. They might have shown interest in solving one problem but hesitated because it wasn’t the right fit at the time. Let them choose their own path forward. Ask again, learn more, and present another tailored solution. Through persistence, adaptability, and understanding, you can reawaken their interest. Many will appreciate your continued effort to help them find the right fit, and when they do decide to buy, they’ll remember that you never gave up on them.
Chapter 9: Nurturing Repeat Buyers and Turning First-Time Customers into Lifelong Fans.
Once you’ve made a sale and delivered a great product, you don’t just have a customer—you have a relationship. With the ASK formula, it’s easy to continue nurturing that relationship by following up with customers who’ve already bought from you. After all, these are the people who know you deliver on your promises. They’ve seen results, and now they might be hungry for more. By reaching out with follow-up emails that spark their curiosity, you can transform one-time buyers into repeat customers.
A clever way to re-engage buyers is by using intriguing subject lines that lead them to wonder, What comes next? For instance, if they used your marketing toolkit to gain new clients, tease a new advanced strategy with a subject line like Where there’s success, there’s more to uncover… Such open-ended hints make them click through to learn more. Inside the email, remind them of the victory they achieved with your first product. Highlight the progress they’ve made and suggest an additional tool or course that can help them reach an even higher goal.
Another approach is to celebrate their achievements. If your product helped them lose weight, improve a skill, or earn more income, congratulate them! People love recognition. Show genuine pride in their success and suggest the next logical step. Maybe it’s a community membership where they can interact with others who’ve had similar success, or an advanced workshop to refine their skills. When customers feel valued and seen, they’ll happily invest in the next level of your offerings.
Maintaining these relationships requires consistency and care. Don’t vanish after the first sale—keep in touch with valuable insights, new products, or seasonal discounts. Ask them how they’re doing and encourage feedback. Listen closely to what they say. Over time, this ongoing dialogue turns casual customers into devoted fans who trust your brand. These loyal fans don’t just buy from you; they recommend you to friends, share your content, and help your business grow organically. In the end, by continually asking, understanding, and responding, you build a thriving community around your brand.
All about the Book
Unlock the secrets of effective communication and persuasion with Ryan Levesque’s ‘Ask’. This transformative guide provides actionable insights to engage your audience, build relationships, and achieve success in your business endeavors.
Ryan Levesque is a renowned entrepreneur and author, known for his expertise in online marketing and customer engagement strategies, empowering readers to connect with their market effectively.
Marketing Professionals, Entrepreneurs, Sales Executives, Business Coaches, Content Creators
Reading Self-Help Books, Participating in Workshops, Networking, Blogging, Podcasting
Poor customer engagement, Ineffective marketing strategies, Lack of clear communication, Difficulty in identifying customer needs
Your greatest asset in business is your ability to ask the right questions.
Tony Robbins, Gary Vaynerchuk, Marie Forleo
Best Business Book of the Year, Gold Medal in Marketing Excellence, National Indie Excellence Award
1. How can asking the right questions improve understanding? #2. What strategies help uncover hidden customer needs effectively? #3. How do you identify your audience’s true pain points? #4. What methods enhance engagement in your surveys? #5. How can you analyze responses to gain insights? #6. What role does curiosity play in effective questioning? #7. How do you frame questions to elicit honest feedback? #8. What are effective ways to prioritize feedback received? #9. How can storytelling enhance your inquiry process? #10. What techniques can build trust during questioning? #11. How does audience segmentation improve targeting efforts? #12. What follow-up questions deepen the exploration of topics? #13. How can you leverage feedback for better products? #14. What are common pitfalls to avoid in surveys? #15. How does timing affect the quality of responses? #16. What elements create a compelling call to action? #17. How can you turn feedback into actionable insights? #18. What importance does tone play in asking questions? #19. How do you adapt questions for different demographics? #20. What tools can aid in effective feedback collection?
Ryan Levesque, Ask book, market research, customer insights, business growth, sales strategy, online marketing, entrepreneurship tips, consumer behavior, digital marketing, lead generation, product development
https://www.amazon.com/Ask-Revealing-Strategies-Identify-Target-ebook/dp/B08VLZL6MT/
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