Extending, Communicating, or Reinforcing Identity: a Thought on Quiz Marketing
I’ve been talking quiz marketing with Ben Wills of Ontolo. Here’s what he said today that really perked up my ears: “I think that an angle to consider is how the quiz can extend, communicate, or reinforce the person’s identity.”
What this thought did for me was crystalize how I think I’ll write quizzes in the future. First it will be to outline “identities” within a market segment. Secondly to find ways that the quiz’s results, as Ben puts it, “extend, communicate or reinforce the person’s identity.”
This is something I’d been working towards, and grasped intuitively, but Ben’s putting it so plainly helped me to reframe my approach. At least abstractly… the abstract often goes out the window when it comes time for the reality of Making Something Work 😉
His point is solid though – if the quiz results don’t resonate in some way with an aspect of the taker’s identity (or desired identity) then there’s no way in hell they’ll be posting their results anywhere. Also… we need to build in badge markup for different sites (MySpace, Facebook, forums, etc…).
>> Update: Jeremy Luebke of Xeru Internet Marketing asked for an example… here’s what I mustered up.
My quiz-making process before Ben’s email:
Think of a fun quiz idea that might get woodworkers to take the quiz (one of my main categories is woodworking).
My first quiz was “what power tool are you…” A personality quiz that didn’t get much traction. Why? Too many questions + the woodworking demographic didn’t seem compelled to identify with their power tools like I thought they would. Especially not from the angle of the Briggs-Meyers personality test I based it on.
My second quiz was “are you a cheapskate woodworker?” Being a cheapskate is a good thing in some market segments, and there’s a “waste-not want-not” mentality that’s strong with most woodworkers. This has gotten a bit more consistent interest. Ben’s email helped me understand rationally what had been kicking around in my subconscious…
My thinking after Ben’s email:
AHA! What are other aspects of my woodworking segment’s “collective personality?” What do woodworkers typically strive for in their work (and therefore their identities…). How do I create quizzes in which the results/badges will give them a totem to show/prove that they are indeed this good aspect?
It’s almost like… how can I reinforce to members of my market segment that they are indeed what they think they are? And then, how can I help them communicate this to others? Finally, the extension part… am I helping them discover some hidden, unknown aspect of themselves?
I spend a great deal of time in woodworking forums, and an increasing amount of time on other woodworking blogs, so I will be reading more closely now in hopes of better grasping what shapes their personalities.
From a link-building perspective my hope is that they are so enamored of the result they got that they are willing to post it. The one “in-the-wild” posting we’ve had for the cheapskate quiz was from a woodworker who got the “Cheapskate” result. There were 3 results total, including “Frugal” and “Quick-Spend”.
Previously I’d thought that I needed to “flatter” the quiz takers with the results. That’s not enough though, and Ben’s email helped me jump that track. Though, as I mentioned earlier, all this is conjecture + theory and that often goes out the window the minute pen hits paper (or fingers hit keyboard, whatever ;).
I realize that one aspect of my quiz-writing philosophy has gone largely unwritten… You must create quizzes + results badges within the context of your market. Erm, that means stuff like this eco disaster survival quiz building links for mobile coupons is a no no in my book. I’m not as likely to build links as quickly, nor as widely, but the upside is that I’m creating engaging content for my target demographic.Cheap Kytril