Quiz copywriting
Two pieces of writing decide most of what this returns. What you ask, which sorts the traffic you already pay for into leads worth ringing and leads worth leaving alone. And the result, which is the only thing that reaches the rest of the buying group.
Not open yet. Read it when it opens and judge the writing on that rather than on this page.
Two halves, and they fail differently
What you ask
Gets it wrong and people leave halfway, so you pay for the click and collect nothing. The damage is quiet and it shows up as a completion rate nobody can explain.
What you send back
Gets it wrong and they finish, read a number, and forward nothing. You have a lead and no advocate, which is the more expensive of the two failures.
The problem
It gets written to fill screens somebody has already designed, usually by whoever has the afternoon.
Two things go wrong and they look nothing alike. The first is length dressed as thoroughness: everything the business wants to know, none of which changes which leads get called. Every one of them is a chance for somebody to decide this is taking longer than it is worth.
The second is worse, because it happens after they finish. The result arrives as a number and a compliment. Nobody forwards a compliment. The lead sits in your CRM as an address, and the people who actually decide never hear your argument.
Who actually reads it
13 and 9
Over 40%
That is the room your argument has to survive, and you are not invited to it. Whatever your one contact forwards is the entire case being made on your behalf, to people who will form an opinion about you from a document.
So the report gets written for the reader who was not there. It states what was asked, what the answers indicate and what to do about it, in an order somebody can repeat in a meeting. A score with no reasoning under it cannot be argued for by a person who does not know where the number came from.
The work itself
Demonstrations of shape, not work done for anybody. Take them and use them on your own wording.
“How would you describe your current approach to lead generation?”
“How many of last month’s enquiries did your sales team actually ring?”
Pair 1. The first asks for an essay and scores nothing, because free text cannot be weighted. The second is a number the respondent already knows, and the distance between arrived and rang is the entire problem you are selling into.
“Are you happy with how your marketing is performing?”
“When somebody submits your contact form, how long before a person replies?”
Pair 2. Nobody answers the first honestly, because saying no out loud to a stranger feels like an admission. The second asks for a fact, and the answer sorts people into bands that behave differently.
“What is your biggest challenge right now?”
“Which of these got signed off this year: a new website, a new CRM, more ad budget, none of them?”
Pair 3. An open box is a place people leave. Four options that each carry a different weight tell you about budget authority, recent spend and how much internal appetite there is, from one screen.
“Congratulations, you scored 61. You are off to a great start.”
“61 of 100. Your traffic is fine. What happens in the 30 seconds after the click is costing you most of it.”
Pair 4. A band that flatters everybody destroys the credibility of the top band, so the 88 stops meaning anything. Honest at the bottom is the only way the top scores get believed, and the top scores are the calls you want.
What is included
Nothing arrives as a paragraph of copy with no explanation of what it is doing.
How it runs
The scoring model says what has to be discovered. Writing starts from that, because an interesting line that does not move the score is the most common thing in a draft and the first thing cut.
Ends with: the list of what each item has to establish.
Twice as much as will ship, then every line tested against one rule: does this change the band anybody lands in. Most do not survive it, and the ones that go were costing you leads.
Ends with: the set at roughly the length it will ship at.
Band copy and the report get written while what you ask is still movable, because discovering that a band has nothing useful to say is a reason to change what you asked.
Ends with: every band written, bottom one first.
Read it out loud to the people who take the calls. They will tell you which one a prospect will answer dishonestly, and they are almost always right.
Ends with: the wording your sales team has signed off.
No week count is printed here, because none is fixed yet. The step that sets the pace is the last one, because it needs an hour from the people who take your calls and they are the hardest hour to book.
The four stages of the whole engagementPackages
Every package includes what you ask, the band copy and the report, because an instrument missing any of the three is not finished. What scales is how much writing sits around it: entry copy for more of the channels you buy, and follow-up written against the answers rather than against the advert.
Prices go on the pricing page as numbers once they are fixed. Until then the scope is the honest part, and the scope is above.
Where this matters most
Straight answers
Fewer than you want to ask. Somewhere around 8 to 12 is where most B2B sets land: below that the score has nothing to stand on, above it the completion you lose costs more than the extra answers are worth. It is a judgement call and it moves with how badly your buyer wants the result. A buyer with a deadline will answer 15. A curious one will not finish 9.
Your turn
It scores your funnel on the four things that decide whether paid traffic turns into pipeline, and the report is written the way this page argues one should be.
Not open yet. The score and the report are yours whether or not we ever speak.