Ask – A Quick Summary of Ryan Levesque’s Book

ASK: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy…Create a Mass of Raving Fans…and Take Any Business to the Next Level by Ryan Levesque

You know what you want for your own business. You know how far you wanna get and how badly you’re dreaming to grow it. But what will propel your wishes in order to achieve your goals? The market? The strategies? The Money?

Above all these, the real fuel for the engine of success is represented by the customers. Their needs, their wants, their expectations…those are tangled puzzle pieces in a darkroom as long as you do not press the button to switch on the light.


BUYING BEHAVIOR / ASK

There is no better fuel than the real-life experiences of others.


To decrypt the customers’ buying behavior,  first of all we start by asking:

Can we really trust the Ask Formula? Yes. We can. After all the word ‘Formula’ is embodied in the label. Somehow, every time you hear these magic seven letters, you expect a solution for your problem. That can sound a bit like this:

Do you have any idea what your clients want from you? No? Not anymore? Then the Ask Formula may be what you are looking for.

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Even if you aren’t in a bad spot, from a business point of view, it’s worth to give it a try. Maybe, you’ll punch the air, scream ‘Eureka’, and implement your idea using this book. And make loads of money. What? It’s not plausible? Just remember – the world is built on uncertainties and guts.

Spoiler alert! It really works.

The author – Ryan Levesque – chose to split the book in two parts:

  1. Part 1. Ask: The story
  2. Part 2. Ask: The methodology

I must confess – the first part of this volume is one of the most inspiring life stories that I read. It has it all: determination, boldness, dedication, passion, grit, and heart. Ryan goes from studying neuroscience and Chinese, to becoming an extraordinaire marketer with a unique insight.

Ryan Levesque

As you can imagine his road wasn’t full of unicorns and rainbows. It required:

“A combination of intense study, hard work, and attending the entrepreneurial “school of hard knocks.” ”

Among other things – you will find out what you gain from paying attention to the right information, and what you should ignore. You’ll get to know where the business owners fail. You’ll discover the new definition of the survey. You’ll learn from where it’s best to start over. You’ll understand why, after three years, Ryan grew tired of his dream job in Shanghai and the safety net that a corporate job provided.

After several crash and burn events – the final shape of the Ask Formula was ready. Should I mention the near-death-experience? I suppose there’s no need. You can read about its role in the book.

The Ask Formula is a puzzle with 6 pieces:

  1. Prepare
  2. Persuade
  3. Segment
  4. Prescribe
  5. Profit
  6. Pivot

Each one is designed to carry on specific and particular surveys. It will help you overcome any misconceptions about your prospects’ needs. Because

“You can’t assume to know more about the prospect than you really do.”

The most important surveys on which the whole process is counting on are:

  1. The “Deep Dive” Survey – first step is to learn and understand the natural consumer language. This will help a lot during your communication with him. The result will be that you’ll learn how to ignore the background noise and you’ll be focused more on the right data;
  2. The “Micro-Commitment Bucket” Survey – this means to put people into different “buckets” so you can customize your marketing, sales messaging, and the products you introduce;
  3. The “Do You Hate Me” Survey – this kind of surveying proved that simply asking, may give you the ability to dial in your marketing;
  4. The “Pivot” Survey – “How do you succeed in market after market with nearly 100% success? You take out all the guesswork.”

Ryan Levesque.

After you’ve completed the ‘Deep Dive’ Survey – you’ll need to use the Top 20% of the responses. What for?– you may ask. You have 5 reasons to do it:

  1. To determine what buckets naturally emerge in your market
  2. To identify what people’s hot buttons are
  3. To identify what their objections are
  4. To identify what their biggest challenges are
  5. To use in concert with their demographic information

By analyzing the demographics of your market, you’ll find out who your prospective customers are. By analyzing your open-ended responses – what those customers want to buy.

At the beginning of Ask: The Methodology, Ryan suggests a 3 ways approach of reading this part of his book: skim it, reread with your business in mind, and use it as a reference.

It’s your choice, from where you want to begin. All is laid out, in front of you, from case studies to in-depth explanations, from bonus materials to life advice.

I firmly believe that you can succeed on your own. At times, you’ll require a slight push towards a great opportunity. Or sometimes,

“There is no better fuel than the real-life experiences of others.”


Want to get the full book in Kindle version? Get it from here:
AmazonASK</a>: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy...Create a Mass of Raving Fans...and Take Any Business to the Next Level by Ryan Levesque from Audible


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2 thoughts on “Ask – A Quick Summary of Ryan Levesque’s Book

  1. Another great summary! This book is on my short list, but this gave me a good primer until I get to read the full book.

    • Glad you liked it, Jeremy!

      I’ve been willing to read this book since I heard about it on multiple podcasts.
      Let me know what you think of the book once you read it.

      Cheers,
      Ovi

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