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.
Ask is one of those books you have to read, and then re-read periodically. Although self-promotional (Ryan wants to enroll you in his classes), this book has lots of great information. It contains the psychology behind what people are willing to do, when buying. The key is to guide your customer through what they need, by asking strategic questions. Listen to them and help them get what they need.
By asking simple questions, you can take them through the buying funnel, effectively removing their doubts along the way.
The downside to the book is that it really isn’t meant for beginners. You need to have traffic and a funnel to use these tactics, which someone starting out, isn’t going to have. It is also a somewhat complicated process to set up these types of surveys, or questions and then reroute a customer to a new set of questions, depending on their answers. That is where Ryan wants to “help” you (for a price). This is the one area the book is weak, because while it helps you define the questions you need to ask, it doesn’t teach you how to do technical part behind the scenes. He is keeping this information, presumably for those that take his classes, or hire his team.
Regardless, there is enough good information in this book to make it a valuable read for any marketer.