Scorecard Marketing: The Lead Gen Tool That Builds Trust Fast

In Scorecard Marketing, Daniel Priestley and Glen Carlson reveal how interactive tools like quizzes and self-assessments can build trust, generate leads, and create massive value up front. This episode breaks down how to make your marketing feel personal, and scale fast.

Episode Transcript

(00:00):
OK, let's unpack this. Every single business on the
planet, no matter its size or what it sells, faces this one
absolutely fundamental challenge.
Getting customers. You might think, yeah,
obviously. But the authors of the book
we're diving into today put it with blunt clarity.
No matter how genius, how revolutionary, how truly

(00:21):
fantastic your product or service is, if the leads dry up,
the sales stop flowing. It's Stark, isn't it?
It is, and they make a compelling case that this isn't
just about hitting sales targets.
It impacts everything about yourbusiness and honestly, your
sanity. They are spot on.
It's the lifeblood. Without leads you get no sales,
no sales, no revenue. And try attracting investors.

(00:43):
When you're showing 0 revenue and no clear path to generating
interest, it's incredibly difficult.
Yeah, good luck with that pitch.Exactly.
The authors talk about how investors will fund almost any
other when you have operations, tech, whatever, if you can show
them a consistent stream of potential customers, that's the
key validator. It makes perfect sense.
Why would anyone bet on you if you can't prove people are

(01:03):
interested? And it's not just money.
They talk about attracting talent.
The best people want to join a business with momentum, with
potential. Right leads signal that you're
going somewhere exciting. It's a sign of life, of growth.
No leads, no A players flocking to your door.
And the authors don't pull punches, they just flat out say
without leads, the fun stops. And who got into business for

(01:25):
the fun to stop? Absolutely nobody signs up for
that. So the entire journey from
potential interest to a paying customer starts with generating
leads. And at its simplest, a lead is
really just, well, a list of people who might eventually buy
from you. Right, a list.
But not just any list. We're talking about the good
kind of leads, the warm leads. These are the people who have

(01:47):
actually raised their hand, taken a step, giving you a
signal of interest. That signal is crucial.
Maybe they filled out a form on your website?
Booked the free consultation or downloaded a guide?
They've interacted. And crucially, the authors
remind us, people aren't living under a rock.
They know that when they give you their contact details, they
are signaling interest. They expect you to follow up.

(02:08):
They understand the transaction.In a way, they are in a sense
inviting you in. And getting people to want to do
that, to willingly put their hand up and say, hey, tell me
more and here's my contact info that the authors argue is an art
form. It really is.
It requires capturing their attention, engaging them in a
meaningful way, hopefully educating or entertaining them.

(02:29):
And then making the act of signaling interest and ideally
sharing some valuable information about themselves,
something they want to do, not something they feel pressured
into. Because if you get that right,
it creates what they call a powerful domino effect, a
consistent flow of warm leads, especially if you've collected
some useful data about them. Well, that quickly converts into
sales. And sales generate revenue.

(02:51):
Revenue attracts those investorswe talked about and the high
caliber talented team members. That growing team fuels more
growth, leading to profitability.
It's a virtuous cycle. And eventually, dare we say, the
fun returns. The author's reflect that from
the outside, success or failure can look sudden and dramatic.
But up close, it's rarely one big moment.

(03:13):
No, it's the compounding effect of many smaller things.
And they say it all starts with those first leads coming in
consistently day after day. So the core source material for
our deep dive today, the foundation for all these
insights is a book by Daniel Priestley and Glenn Carlson.
They'd lay out a specific approach, which they've refined
over years, that they call scorecard marketing.

(03:35):
That's right, and they present it as a four step playbook for
getting better leads and bigger profits.
It's quite structured. And our mission in this deep
dive is to cut through the noise, unpack the philosophy,
the why behind their strategy, and then get into the practical
steps, the how of building and using a scorecard.
We'll be pulling out the most important Nuggets from the book

(03:56):
using their experiences during sludgies, which are often quite
vivid. Oh yeah, some great ones.
And the case studies they share to make it clear, interesting
and hopefully really actionable for you listening.
OK, let's jump right into that foundational philosophy then.
As you mentioned, they start with that incredibly strong
claim. If you have leads flowing in,
you can solve almost any other problem.

(04:18):
It almost sounds too simple, doesn't it?
Like a bit of hyperbole. It does, but they back it up by
saying it's the fundamental validator when they've sought
investment. That's the number one question
investors ask. How will you generate leads and
make sales? Every time.
If you can confidently answer that showing a working system,
investors are much more likely to trust you to figure out the

(04:39):
rest. The operational kinks, the tech
stack, scaling infrastructure, those are seen as solvable
problems if the demand is there.And it's not just about the
money. It's about the human capital to
think about attracting top talent.
And a player is less likely to join a struggling ship with no
discernible interest from the market.
Would you? I wouldn't.
Exactly. A business with a predictable

(05:01):
lead flow signals growth, stability and exciting problems
to solve because there's customer interest.
It's a magnet. And they also point out it makes
a business sellable. If someone wants to acquire your
company, they're essentially buying your future revenue
stream. And that starts with your
ability to consistently generateinterested potential customers.
A proven, scalable lead generation system is a massive

(05:24):
asset on the balance sheet. Even if it's not listed
traditionally, it de risks the acquisition significantly.
Conversely, the authors have seen countless entrepreneurs
with truly brilliant ideas or products struggle and eventually
fail, not because they're offering was bad.
But because they couldn't get people interested, they couldn't
generate warm leads, the market just didn't respond, or they

(05:47):
didn't know how to make it respond.
This points to a big shift in the entrepreneurial landscape
they discuss. It's moved away from the
traditional focus on the means of production being the best at
making something physically. Yeah, the industrial age
mindset. Right now, the authors argue,
it's about the means of distribution.
They put it provocatively. The fortune doesn't go to the

(06:07):
person who can make something, it goes to the person who can
sell it. It's a bit controversial maybe,
but there's a lot of truth therein today's market and selling in
the modern context is about manufacturing demand.
Manufacturing demand. I like that phrase.
It's about building a predictable assembly line that
produces interested people who are excited to engage with your

(06:28):
business. That assembly line is the core
challenge. And the solution they landed on
their key tool, discovered back in 2016, is the scorecard.
The scorecard. So this isn't just a random
tactic they threw in. It's their breakthrough, their
way of simplifying this whole messy, often frustrating process
of generating warm leads. Precisely, they share the story

(06:51):
of their own foundational scorecard, the key person of
Influence scorecard. The goal was simple, help people
measure their ability to influence their market.
And it worked, they say, becauseit was incredibly user friendly.
An appealing landing page, a questionnaire, initially 40 yes.
No questions, easy to answer. Yes, no.
Nice and simple. And immediately after, the user
got a full personalized report. It detailed their strengths and

(07:14):
weaknesses, gave customized recommendations instantly on
screen, and then a more detailedversion via e-mail.
Immediate value. And the user reaction according
to the book. People loved it and continue to
love it. They mentioned over 15,000
people complete that single scorecard every year.
That's huge engagement. It's 15,000 a year and for their

(07:34):
internal sales team. Apparently, salespeople can't
believe their luck. They went from chasing cold
leads or vague event attendees to getting detailed profiles of
interested prospects. Because before the scorecard,
their main lead generation method was running these big
intensive events and workshops. Right, which sound impressive,
but the authors paint a picture of them being expensive,

(07:55):
incredibly stressful, and just took a huge amount of manual
effort from the team. And the worst part?
After all that effort, they knewnext to nothing about the people
who came until we spoke to them one to one.
Imagine that, getting on a call with someone who spent a day at
your workshop and having to start with.
OK, so tell me a bit about yourself.
Total blank slate. They didn't know if they were

(08:16):
talking to the CEO of a NASDAQ listed Unicorn or the owner of a
fish and chip shop. Think about how inefficient that
first conversation must have been.
It's like trying to be a doctor without asking any symptoms
first. You're just guessing in the
dark. The scorecard completely flipped
that script. How so?
Well, it was scalable. Didn't matter if 10 or 10,000

(08:37):
people took it, it was low cost compared to events.
It worked. 2047 generating leadswhile they slept.
And crucially, it collected buckets of data from every
single person who completed it. Buckets of data and plus it gave
the potential client that immediate reward, instant
gratification and a personalizedexperience.
And that personalization piece is massive, as we were saying.

(09:00):
The book highlights how consumerexpectations have shifted
dramatically. They cite research showing 91%
of consumers say they will more likely purchase from brands that
provide offers and recommendations relevant to
them. 91% That's almost everyone.
And think about our daily lives.Spotify knows our music taste.
Netflix suggests shows. Amazon recommends products based

(09:21):
on our history. We are swimming in extreme
personalization. We really are, and the
consequence of not doing it, theauthors warn.
Companies that don't prioritize creating a tailored experience
run the risk of getting left behind.
Your generic message just gets lost in the noise when
personalized messages are cutting through everywhere else.
So the scorecard, by collecting that upfront data in a non

(09:45):
threatening value added way immediately allows you to
personalize the experience for the potential client right from
that very first interaction. Exactly the author's position.
This is absolutely key if your business needs to understand
people better and generate qualified leads efficiently.
This scorecard marketing strategy is incredibly valuable.
It's built for the modern data-driven world.

(10:05):
It's the modern answer to an age-old problem built on
efficiency and data, not just brute force effort.
With that foundation of why leads are critical and why the
scorecard is their chosen tool, let's get into the psychology.
This is fascinating. The book makes a strong case
that understanding why people buy and how they build trust is
the absolute starting point for better marketing and sales.

(10:28):
And at the heart of it, they argue, is something called
psychological tension. This is the underlying reason
people buy anything. Psychological Attention.
OK, it's that gap, that discomfort between their current
reality, where they are now, thesituation they're in, and their
desired reality where they want to be the outcome they're
seeking. The tension between what you

(10:49):
have and what you want, or maybewhat you don't want anymore
versus what you do want. Precisely like the business
owner example they give chained to their desk working 80 hours a
week. That's the current reality and
it's painful versus the freedom and financial success they see
others achieving the desired reality.
And that tension builds, right, especially when they see those
other parents at the school gatewho seem to have it all figured

(11:11):
out, running successful businesses and having a life.
Exactly. That dissatisfaction, that
friction, that gap creates this internal psychological tension
that motivates people. It puts them on the lookout for
anything that might help bridge that gap, anything that can move
them closer to that desired reality.
And the book points out something trendy here.

(11:32):
People often mask this tension. They don't always walk in saying
I feel this deep tension betweenX&Y.
No. They might talk about needing
specific features, a lower priceor better contract terms.
But the underlying reason that core tension between their
current and desired state, the authors insist, is certainly
there. And understanding it is the

(11:53):
secret weapon. For successful sales and
marketing, you mean? Absolutely.
Businesses that nail this, that are crystal clear on the
specific tensions that resolve for their customers, are able to
craft marketing messages that truly resonate on an emotional.
Level. They hit the nail on the head.
They do, and they can charge prices commensurate with the
value of resolving that tension.Have sales conversations that

(12:13):
cut straight to the part of the matter and ultimately deliver
products and services that genuinely solve the customer's
real underlying problem. And this tension is often
emotionally charged, right? It's not just a logical gap.
Oh, absolutely. The book links it to strong
feelings like pain, disappointment, frustration, or
even anger when things aren't working as they should.

(12:33):
Or on the flip side, desire, longing or lust for that better
future state they envision. They use a really vivid analogy
for this. Imagine if you could see a
dashboard glowing above their head, displaying their
psychological tension in real time.
Wouldn't that be something? Imagine sitting with a business
owner and their dashboard flashes rating 310 for business

(12:55):
finances. Primary tension, crippling cash
flow worries. Wow, That changes everything
about the conversation you'd have.
You wouldn't start talking aboutgeneral business strategy.
You'd address the cash flow issue head on.
Completely. That dashboard data, that
insight into their specific tension, would massively speed
up the sales process and make your marketing far more targeted

(13:17):
and effective. It's about treating them like a
person with a specific problem, not just another lead, another
number. And the book reminds US 84% of
consumers say being treated likea person, not a number, is
important to winning their business.
People crave that understanding.And the scorecard, as the
authors explain, is designed to provide exactly this kind of

(13:38):
dashboard data by asking the right questions in the right
way. It reveals why people might want
to buy from you. It quantifies their tension with
a score and allows you to pinpoint the specific issues
that are causing them discomfortor driving their desire for
change. But here's where it gets really
fascinating. I think beyond the obvious
surface level tension people might admit to, there's what

(14:00):
they call dormant tension. Yes, this is the psychological
tension that exists but is deep beneath the surface.
People might not even be consciously aware of it, or they
simply married it, maybe rationalized it away, and aren't
actively seeking a solution right now.
OK, why would someone bury that desire Frustration.
If it's there, why not act on it?
Well, the book suggests lots of reasons.

(14:21):
Maybe they tried to fix it before and failed, so they're
disheartened and think it's impossible.
Maybe it just doesn't feel urgent right now compared to
other problems. That seems too daunting.
Exactly. Too much work, too expensive.
Or perhaps they just doubt they actually can achieve the desired
change. They lack the confidence.
Like the example of Kelly, the busy mother from the book who

(14:41):
used to love yoga, her desire for the benefits of yoga, the
reset, the fitness, seeing friends is still there,
somewhere inside. But it's buried under the
immediate demands of young kids,the nappies, the school run, the
lack of sleep. The tension exists, but it's
dormant. She's not actively searching for
yoga classes. And the tragedy is a perfect

(15:01):
solution might exist for her, like a yoga studio offering
parent friendly classes with childcare, but she's not looking
for it because the tension is dormant.
Exactly. And if the studio knew her
dormant desire, if they could somehow identify her situation
and her hidden wish. They could put the perfect
solution right in front of her, at the right time, in the right
way. And the exciting thing about

(15:22):
dormant tensions, according to the authors, is their sheer
scale for every single person who is actively searching online
for a solution right now. Like Googling business coach or
yoga studio near me. There are likely hundreds of
others who might be interested but aren't looking.
Hundreds. Wow, it's a huge untapped

(15:43):
market. Think about the football stadium
analogy they use. If you stand in the middle of a
packed stadium and ask who is actively searching for a new car
today, you'll get maybe a few dozen hands going up.
Right, a tiny fraction. But if you ask who is not 100%
happy with the car they currently have, almost the
entire stadium would raise theirhand, or at least not

(16:03):
internally. The power and tapping into that
vast pool of hidden, dormant tension is immense.
And counterintuitively, the authors argue that a customer
who is already actively looking for a solution, the one Googling
frantically, is often harder to sell to, not easier.
It sounds completely backwards, right?
You'd think the active searcher is the prime target.

(16:24):
Yeah, they're ready to buy. But think about it.
They've likely already done a ton of research.
They've narrowed down their options, maybe set a firm
budget. They're probably comparing
features and prices between a few established players they
already know. They're in procurement mode
comparison shopping. Exactly.
They're looking for validation for a decision they've mostly
already made, often sticking to well known brands, things with

(16:48):
awards or lots of testimonials. They're risk averse at that
stage. Whereas someone exploring A
dormant desire, someone you've just nudged into thinking about
it. They're much earlier in their
journey, they're often far more open to exploring a full range
of options they haven't locked into a specific solution yet.
Like that bored person considering a hobby example,

(17:10):
they're not just looking at different brands of golf clubs.
They might also consider tennis rackets, bowling shoes, dance
classes, pottery wheels, anything.
You have a chance to introduce your solution as the answer
before they even realize they were looking for it, without
necessarily competing head to head in a crowded, price
sensitive marketplace. So the key, they say, is asking

(17:31):
the right questions to gently find that psychological tension,
even the doorman kind, not hitting them over the head with
it. Right.
Asking about small things they're experiencing can make
them realize these small things add up to big things.
It connects the dots for them. Like the fitness example,
instead of asking the confrontational are you happy

(17:52):
with your fitness or your weight, which makes people
recoil defensively. You ask easier indirect
questions like do you work out regularly or do you have any
sporty hobbies you enjoy? These open the door to a
conversation. And that conversation might lead
them to reveal deeper thoughts or frustrations about their
health that they hadn't articulated even to themselves.

(18:13):
That series of simple, indirect questions is a powerful way to
wake up the dormant frustrationsor desires and people who could
become your ideal clients. And bingo, that's precisely what
a well designed scorecard questionnaire is built to do.
It's a conversational tool disguised as an assessment,
gently probing in those areas ofpotential tension.

(18:33):
It brings it to the surface without being a mobile.
So you've identified the tension, dormant or otherwise,
using these clever questions in your scorecard.
What happens next? The book talks about the warming
up process. This seems critical.
Right, because once that tensionstarts building, once people
become aware of the gap between their current and desired
reality, they do begin looking for solutions.

(18:57):
But not everyone buys instantly.No.
While the active lookers might move fast, those whose tension
was dormant or those consideringa complex purchase need time.
They need to learn, explore options, figure out what the
right solution even looks like. Is it software?
Is it a coach? Is it a new hire?
Like the business owner working too hard, they need time to

(19:18):
evaluate the different paths to getting their life back.
And this is where the battle is often won or lost.
The authors emphasize that the business that can deliver the
most effective education and entertainment at this time
normally wins the sale. Education and entertainment, not
just dry facts. Exactly.
Smart businesses understand theyneed to warm people up in an
enjoyable and easygoing way, adding value before they ever

(19:40):
ask for the sale, building trustand rapport first.
The yoga studio example they useagain is perfect here.
Knowing parents are time poor and hesitant to commit.
They don't just blast them with sales calls for memberships.
No, instead they share tailored content specifically designed
for that audience. Articles on why their classes
suit busy parents, videos of other parents sharing their

(20:02):
positive experiences. Social Proof.
A checklist for easing back intoyoga after a break.
Maybe blog posts on parent self-care, focusing on fitness
and energy levels. Even podcast episodes discussing
the mental benefits of yoga, howit makes you feel, how it can
improve relationships stressed by parenting.
And by consuming this content bit by bit over time, maybe

(20:22):
through emails or social media, the decision to join becomes
more and more obvious. It feels like their own idea.
They're not being sold to, they're being educated and
entertained into realizing this is the right solution for them,
solving that dormant tension they now recognize.
And this isn't just anecdotal. It's backed by research.
Google's data the famous 0 Moment of Truth, or Z MOT, found

(20:44):
that people typically consume 11pieces of content before making
a purchase 11. That's a lot of touch points you
need to build those content journeys, those trails of
marketing bread crumbs that people can follow down the
rabbit hole as they explore. And Dunbar's research on social
bonding reinforces this. Building trust and connection
takes time and quality interactions.
Your content, your videos, articles, podcasts, scorecards.

(21:08):
They allow potential customers to spend those necessary hours
with your brand, building that crucial relationship virtually.
But it requires both quantity and quality content, right?
It's not just about churning stuff out.
Absolutely. Quality is paramount because, as
we discussed, it needs to be personal.
Generic content gets ignored if they suspect it's not directly

(21:29):
relevant to their situation, their tension, the authors say.
Their interest in it drops off aCliff.
Especially now, the book notes, 72% of consumers say that they
only engage with personalized messaging.
If it feels generic, they're out.
And you need enough quantity those at least 11 pieces of
relevant content, because peoplereally do go deep when they're

(21:50):
seriously considering something.Like the guitar example they
use, someone looking at buying anew guitar might spend days or
weeks watching demo videos, reading reviews, comparing
specs, looking at artist testimonial.
They immerse themselves, they godown the rabbit hole.
And here's the challenge the book lays out about delivering
both quantity and quality. Personalization is incredibly

(22:10):
hard and expensive to do manually, 1 to 1.
Historically, it took armies of salespeople having individual
conversations. Which is just not feasible for
most small or medium sized businesses.
Big Tech tries to do it with algorithms like Amazon or
Spotify, but it's often imperfect for complex high value
decisions. And this is where the scorecard

(22:32):
shines. Again, the authors presented as
the. Well, almost the Holy Grail for
this challenge. Why the Holy Grail?
Because it allows small businesses to deliver
personalized content and recommendations at scale without
having to hire armies of salespeople or software
developers. How does it do that?
Because the user gives you the data by completing the
questionnaire and the scoring system quantifies their

(22:53):
situation, this makes it incredibly easy to automate the
delivery of dynamic content. Dynamic content.
Meaning showing them exactly theright articles, videos, case
studies or recommendations basedon their specific score and
answers. It's much more engaging and
effective for warming leads thanA1 size fits all approach.
OK, so the scorecard unlocks scalable personalization for

(23:16):
warming people up. Precisely, which flows perfectly
into another key concept. They introduce the product for
prospects. Product for prospects?
What's the gist of that? The authors explain that
businesses often become so expert in their core offer they
forget what it's like not to know what they know.
They suffer from the curse of knowledge.
Like the dentist who straightensteeth daily, forgetting the

(23:38):
patient's basic fears or questions about the process
because it's routine for them. Exactly.
So the solution? Create a low risk first step
people can take before committing to your core product.
It's a packaged up way for people to connect and learn
about what you do without the pressure of buying the main
thing right away. Like the dentist's discovery
visit focused on improving your smile.

(24:00):
It's long intimidating than booking a full orthodontic
consultation. Right.
But the challenge with many traditional products for
prospects like free 1 to 1 consultations or discovery calls
is scalability. You run out of time fast, don't
you? Especially if you're a small
team or a solo entrepreneur, youcan't give away hours of free
consulting every day. Exactly.

(24:20):
So the key is finding something lots of people can happily
engage with that takes up only asmall amount of your time, if
any. Something automated or semi
automated that still delivers value.
The book tells a great story illustrating this.
A financial planner ran a simpleweekly workshop called something
like An Introduction to BuildingWealth and Having Security in

(24:41):
Retirement. OK, pretty standard workshop
title. But they advertise this workshop
consistently for years and they reliably got 1030 attendees
every single week. They focus their entire
marketing budget, not on sellingcomplex financial plans
directly. But purely on promoting this low
risk, low cost workshop, that was their main call to action.
Exactly. And that business grew steadily,

(25:03):
was eventually acquired, and theauthors say it sold for $30
million, largely off the back ofconsistently filling that
product for Prospects Workshop. Wow, $30 million for marketing a
simple workshop. It demonstrates the power of
indirect marketing, leading withvalue.
The authors actually built theirfirst business using this same

(25:23):
workshop model, helping client businesses grow by getting
people into an introductory session first.
But the limitation of workshops,books, or free reports?
As the authors point out, they're often 1 sided.
What do they mean by 1 sided? You, the business, tell the
prospect all about your wonderful services and
expertise, but the workshop or the book doesn't tell the

(25:44):
business much about the potential customer in return.
Ah, I see, you might have a millionaire and someone recently
made redundant sitting side by side in that financial planning
workshop and you wouldn't know the difference until you perhaps
talk to them individually later.Exactly.
You get leads, maybe, but you don't get that crucial dashboard
data about their specific situation, their tensions, their
needs. Which is why, the authors argue

(26:06):
the scorecard is the best product for prospects.
Why the best? Because it ticks all the boxes.
It's infinitely scalable, it collects incredibly valuable
information using those indirectquestions that reveal dormant
desires and frustrations, and itdelivers a personalized,
valuable experience instantly tothe prospect.
And it takes less time for the user than attending a workshop

(26:28):
or reading a whole book, right? Definitely a few minutes for
potentially significant insight and research confirms people are
willing to give information in exchange for save time and
personalized recommendations. So they position the scorecard
as the ultimate first step towards a bigger sale because it
provides immediate value to the prospect while giving you the

(26:49):
exact data you need to make the next step in the sales process
hyper relevant and efficient. It's a perfect information
exchange, really. Win, win.
So you've got their attention with a great landing page.
You've identified their attention with smart questions.
You've started warming them up with your awesome scorecard as a
product for prospects. Surely now they bought.
If only it were that simple, thebook points out.

(27:10):
Even with all that, not everyonewill buy.
Think about the Apple Store getstons of visitors.
People play with the devices, but most don't buy anything on
that visit. True.
So what's missing? Well, as the authors humorously
put it, humans are a fickle bunch who only buy things when
the conditions are just right. It's not always logical.
They use the rocket launch analogy, which I liked.

(27:32):
If things aren't exactly right, the countdown to ignition
sequence won't even start. No launch, no sale.
Exactly So what are the crucial conditions, the necessary
ingredients for that rocket launch, that sale?
The book highlights 3 core psychological components that
must be present, emotion, logic and urgency.
Emotion, Logic, Urgency. Elu like break those down.

(27:54):
Emotion is all about how they feel about your business, the
potential solution and the outcome.
Do they trust you? Do they feel understood and
respected by you? Is there an emotional payoff
linked to the purchase? Feeling secure, successful,
relieved. It taps into the stories we tell
ourselves, doesn't it? About being the hero of our own
story, overcoming struggles, achieving triumphs.

(28:15):
Feelings like fear and greed play a role too.
Absolutely. Then there's logic.
This is the rational side, the practical reasons to buy, the
facts, the figures, the comparison.
Calculating the return on investment ROI.
Doing a cost benefit analysis. Comparing specifications.
This is where data, statistics, diagrams, and case studies come
in handy, right? Proving it makes sense on paper.

(28:37):
And just to clarify, ROI here means return on investment.
Basically, are they getting morevalue back than the cost or
effort they're putting in? Thank you.
Yes, that's crucial. Does it stack up financially or
practically? And finally, urgency.
They need to feel it's importantto make a decision now.
Why is urgency so important if the emotion and logic are there?
Because without urgency, even ifthey love the idea emotionally

(29:00):
and it makes perfect logical sense, people naturally delay
making decisions. Life gets in the way.
Other priorities pop up. Procrastination kicks in.
Exactly. Urgency comes from the cost
associated with inaction. What will they lose or miss out
on if they don't act now? Maybe a special offer expires,
the price goes up, quality mightdrop, or availability disappears

(29:22):
entirely. Got it.
Emotion, the feeling, Logic, thereason, Urgency.
The timing. The magic happens, the authors
say, when a business successfully blends these three
ingredients elegantly and in theright proportions.
It's not just having them, it's mixing them well.
And they form these little loopsof attention, engagement and
action. Marketers need to 1st get

(29:43):
attention, often using emotion or a compelling hook, then
secure engagement, getting them interested enough to interact,
maybe share data or time. And finally, drive action, the
purchase, the sign up, the click.
ELU helps drive people through that loop.
They give examples of these loops and marketing campaigns.
Yeah, like a simple holiday ad on Facebook, the image grabs
attention with emotion. Beautiful couple on a beach?

(30:06):
The ad copy provides the logic. Five Star Resort includes
flights, car hire details, destinations.
The call to action adds urgency.Sale ends midnight tonight.
That's a fast loop. Click the link, book the
holiday. Done.
Exactly. A new car purchase is often a
slower loop. A billboard sparks emotion,
luxury, prestige, safety. Visiting the website provides

(30:28):
logic, specifications, comparisons, fuel efficiency.
The salesperson meeting them in the showroom provides urgency.
This is the last one in this color.
Or there's a waiting list starting next month.
The loop takes weeks or months, and the customer might not even
be consciously aware of the ELU components, hitting them at
different times, but they're allthere.
And this ELU framework is core to what's called performance

(30:51):
marketing, where you actively measure and optimize how
effectively you move people through these attention,
engagement, and action stages using these psychological
triggers. OK, so how do we integrate
these, especially emotion and logic?
And the book suggests a powerfulway is by asking people to
quantify their situation. Yes, this is clever.
Like a doctor asking on a scale of one to 10, how painful is it?

(31:14):
That simple question combines the subjective feeling, the
emotion, pain, with an objectivenumber, the logic, the score.
And crucially, when people quantify things, put a number on
their feeling or situation, it inherently pushes them towards
seeking solutions or improvements.
Right. Rating their current situation
below a certain number, say the book, suggests maybe a three or

(31:37):
four out of 10 feels unbearable and prompts action, whereas A7
or 8 might feel satisfactory, like yeah, it's OK, no need to
change anything right now. And new information can
dramatically change that rating almost instantly, creating
urgency. Like the mechanic example they
use. You think your car is fine,
maybe an 810. The mechanic shows you a report.

(31:58):
Your tires are bald, your brake pads are dangerously thin.
Suddenly your satisfaction plummets to a 210 and you're
looking for a solution now. You've moved from complacency to
action, the authors say. Giving people a way to score
themselves rapidly moves them from dormant dissatisfaction to
an explicit desire for change byquantifying that hidden tension.
And this is what makes the scorecard in their view, a

(32:20):
perfectly designed loop for integrating emotion, logic and
urgency. How so?
Walk me through it. Okay, the landing page uses
emotional hooks. Imagine feeling and logical
benefits achieve XYZ to grab attention and entice engagement.
Getting them to start the quiz. That's the first part of the
loop. Then the questions themselves
deepen the engagement, getting them thinking, reflecting and

(32:42):
sharing data. Exactly.
And the results page, that's where the ELU magic really
happens. It inspires action.
It quantifies their situation with a score.
That's the logic which instantlyevokes emotion.
Oh wow, I only scored X or Phew I'm doing OK here.
And the personalized recommendations based on that
score provide a clear, logical next step, the action often

(33:04):
implying urgency. Here's how you can improve your
score quickly. It integrates all three emotion,
logic, urgency in just a few minutes, dramatically speeding
up the process of getting those purchase conditions just right.
And directly addresses that needfor personalization.
The book notes 70% of consumers feel a company's understanding
of their personal needs influences their loyalty.

(33:27):
The scorecard provides that understanding instantly and
visibly. It's a really elegant
integration of psychology and process.
Beyond just the mechanics of conversion, the book touches on
something even deeper. A very human, almost primal Dr.
The relentless desire to score, rank, optimize and evaluate
everything. Oh yeah, this part resonated,

(33:47):
they argue. It's a deep seated need
fundamental to us as humans, affecting us from cradle to
grave. It's true when you think about
it, taking away the scoreboard from a kids game often makes it
less interesting. Removing feedback, which is a
form of scoring, from a manager absolutely kills employee
motivation. The scoreboard in any context is
where emotion, logic and urgencyoften converge into a simple,

(34:11):
understandable number. It gives us clarity.
And once we have a score, what'sthe first thing we want to do?
Optimize and improve. It's part of our survival
mechanism, isn't it? The authors suggest.
Our ancestors who didn't try to get better at hunting or
building shelter or finding water, well, they didn't make
it. We're wired to improve.
And we don't just want to get better in isolation.
We want to know where we stand relative to others or some kind

(34:33):
of standard. We have this innate desire to
rank ourselves. Am IA beginner skier or
intermediate or advanced? What's my golf handicap?
How does my business revenue compared to the industry
average? We constantly seek that context.
They give examples across life. Gold stars and stickers for
preschoolers are a scorecard. Stock prices and market share

(34:54):
are scorecards for CE OS. They even make a powerful claim
that a scorecard strengthens ourwill to live, referencing
studies showing measurable activities like tracking steps
or health metrics improving health outcomes and longevity in
the elderly. The drive is that fundamental.
Wow. So this isn't just a marketing
gimmick, it taps into something really core to human nature.

(35:16):
And This is why scorecards, quizzes, and assessments are
such powerful hooks for getting attention and engagement.
A scorecard promising to reveal your dating success score, your
business scalability potential, your sleep health rating, or
your career advancement readiness.
Taps directly into Promise is not just a score, but crucially,
a path to getting better. It offers diagnosis and

(35:37):
prescription. So by creating a scorecard.
Related to your expertise, you're giving potential
customers exactly what they're subconsciously wired to want, a
way to see how they currently rank in an area that matters to
them, and a clear vision for how.
Far forward, they could move thescore by working with you.
It connects their current reality score to their desired

(35:58):
reality score. Because beneath almost every.
Purchase, even if it's buried deep and they're not consciously
thinking about it. It's a latent desire to change
and improve an important area oflife customers are
subconsciously asking. Themselves.
How am I doing in this area? How could I improve?
What effort is involved? Will this help me survive and
thrive or reproduce successfullyin evolutionary terms?

(36:20):
Giving them a score makes these.Usually subconscious
calculations explicit and rapidly heightens their desire
to buy the solution that promises improvement.
It brings that hidden desire that.
Dormant Tension Right to the surface quantifies their current
state and links it directly to the possibility of improvement
offered by your business, all while tapping into that deep
human need to assess and evolve,and the book reinforces this.

(36:44):
With the stat, 98% of marketers believe personalization advances
customer relationships and scorecards deliver hyper
personalization based on this powerful psychological drive.
It shows you understand them. So just to summarize the power
here. The scorecard marketing strategy
as presented taps into dormant desire, makes psychological

(37:04):
tension explicit, quantifies performance via scoring which
engages our innate drives, and provides A framework for warming
people up with personalized content based on their results.
That's the core philosophy in psychology.
It's pretty compelling when you break it down like that.
OK, enough philosophy. Fascinating.
As it is, let's get practical. The authors breakdown setting up
a scorecard into four key steps,and they start by sharing their

(37:27):
own painful experience running massive, stressful events back
in 2013 to explain why they needed a better system so badly.
Yeah, they describe these huge events 600.
People generating AU $1.5 million in sales from follow up
strategy sessions in just six weeks, which sounds amazing on
the surface, amazing results, but they almost killed.
Their small team doing. It they were doing back-to-back

(37:49):
10 hour days of 1 to one meetings because they thought it
was the only way to really demonstrate value and learn
enough about potential clients to close the sale.
They were on the verge of burnout, big sales, but.
Totally unsustainable. Then came the innovation from
Steven Audie, who went on to become the CEO of Score App, the

(38:10):
software company they built around this.
He created the key Person of Influence Scorecard and
according to the book it was a. Complete game changer for their
business. What were the results?
How did it? Change things.
The results were dramatic and almost.
Immediate people completed the scorecard online in under 5
minutes, and the authors were amazed.
From each person who completed it, they instantly learned over

(38:32):
50 things about themselves. 50 data points in five.
Minutes, Yeah, their business size, their biggest.
Frustrations, their goals, theirrecent achievements, all
captured automatically, they realized.
And this is incredible. They knew more about the people
we had never met than most of the people we had had a 2 hour
strategy session with face to face.
That's mind blowing efficiency. All that time saved in
discovery, it created a consistent.

(38:55):
Steady flow of over 500 completions every single month.
People would complete the scorecard online, get their
results, see the value, and thenautomatically book themselves.
Into strategy sessions using a link on the results page.
The scorecard qualified them an motivated them to take the next
step and when they showed up forthe meeting.

(39:15):
They often had their printed scorecard results with them and
we're excited to discuss their score and how to improve it.
The whole dynamic shifted. This allowed the authors to.
Shift their marketing budget away from those expensive,
exhausting events to simply promoting the online scorecard.
Much cheaper, much more scalable, and the business
became consistent. Manageable, even enjoyable.

(39:37):
Again, they exceeded sales targets, but the team wasn't
collapsing from exhaustion. They credit their score app
software with making this streamlined process possible and
easy to manage. So the four key elements they.
Focus on in the book for settingup your own scorecard in which
their software is designed to facilitate are one, your landing
page, 2, your questionnaire, 3 their results, meaning the

(39:59):
results page experience and four, your marketing and sales
approach for promoting it and following up.
OK, let's break those down. Step one.
Your landing page. This is the front door, the
entry point, the first impression.
Critically, it's not your main website homepage.
No, it needs to be a dedicated page with.
One clear objective. Get people interested enough to

(40:20):
start the questionnaire. That's its only job.
So what does it need? It needs to instantly.
Communicate credibility. Why should I trust this show a
clear pathway to getting something valuable?
What's in it for me? Maybe mentioned some extra
bonuses to sweeten the deal and have a big obvious button the
call to action like start the quiz or discover your score now
from the potential customers viewpoint.

(40:41):
They just need to land there andthink, OK, this looks
interesting, the benefit is clear, it only takes a few
minutes and it might tell me something useful about myself if
they click that button. The Landing Age has done its job
coming up with the concept for the scorepard.
Landing page is absolutely key. What is the burning question
your perfect potential customerswant to score themselves on?

(41:01):
What problem do they want diagnosed?
What note come do they want rated?
It could be anything relevant toyour expertise.
Right relationship quality IT security threats readiness for a
major goal like weight loss readiness to remove a pain point
like back pain readiness for a big decision like buying a home
or franchise or even discoveringtheir category like.

(41:22):
Introvert text revert or leadership style, or testing
their knowledge on a specific topic and it works particularly
well, they say. If it ties into existing content
you already have, like a book, apopular podcast series or
YouTube channel, yeah, the scorecard becomes the perfect.
Next step after someone consumesyour content, it not only gives
your audience something in Beijing to do, but also

(41:44):
magically turns those anonymous viewers or readers into
identifiable, data rich, warm leads for your business.
OK, so how do you make the landing page effective?
The book gives clear principles using the four CS in CTA,
Clarity, Credibility, Connection, and Call to Action.
Let's go through them. Clarity means.
Focusing on the benefits of taking the quiz, not just saying

(42:07):
take our quiz. What problems will it help
solve? What stresses will it remove?
What insights will they gain? List everything they stand to
gain from spending those few minutes adding extra bonuses
like a free chapter. Of your book, a discount code or
a chance to win a consultation can also significantly up the
perceived value and boost clarity on the payoff and
clearly state it's quick and easy takes.

(42:27):
Less than 3 minutes to answer orget your results instantly.
Reduce the perceived effort. Next is credibility.
Especially if they don't know you yet, why should they trust
the results of this quiz? You need to give them reasons.
Share. Your relevant experience mention
research. Your scorecard is based on
showcase awards or qualifications.
Mention well known clients if appropriate.

(42:50):
Anything tangible that shows you're an authority worth
listening to. It's not bragging, they clarify.
It's. Giving them the necessary
information to evaluate you as atrusted source before they
invest their time and share their answers.
Then connection. This is about the.
Feeling the page evokes design plays a role here.
The colors, fonts, images shouldresonate with your target

(43:11):
audience and reflect your brand's energy.
Is it corporate and serious or fun and family oriented?
But they say the most important thing for connection.
Interestingly is photos of real people, you and your team,
ideally smiling and making eye contact.
This humanizes the page and builds trust much faster than
stock photos. And use images showing customer
results. The after picture, the success

(43:32):
story, not just pictures of the process or the tool itself, show
the destination, not just the journey.
And finally the call to action the.
CPA the button. This is paramount.
Make it large. Make it obvious.
Use contrasting colors. Usually have one above the fold
visible without scrolling and repeat it at the bottom.
The text on the button should beaction oriented and benefit

(43:52):
driven. Start the scorecard.
Get your personalized plan now. Discover your growth potential,
and, crucially, you must. Measure its success, the
conversion rate, what percentageof people who visit the page
actually click the button and start the quiz, the authors
stress the only. Truth is the results your
customers cast the votes with their actions measure it.

(44:15):
They mentioned Score app has AB testing built in, allowing you
to test different headlines, images or button text to see
what works best. Jonathan Bird is quoted saying
small. Tweaks based on AD testing
massively improved conversions more than double actually.
So optimization is key. The Bunky Life case study they
share is. Just a brilliant example of a
winning landing page concept andexecution.

(44:36):
Tell us about Bunky Life. Do they sell?
Their product is a bunky. It's basically a small, stylish
log cabin kit that you can apparently build yourself in a
weekend, often without needing building permits or a mortgage.
Sounds cool, right? Very cool.
What? Was their challenge they had.
Tons of excitement and inquiries.
People love the idea, but many weren't actually ready to buy.

(44:58):
They needed more education, Bunky Life needed a way to gauge
readiness, and they needed to manage a flood of inquiries
efficiently without hiring a huge sales team.
So the scorecard solution. They created a scorecard titled.
Are you ready for the Bunky life?
The strategy was brilliant. Create an Evergreen asset that
works 24 to 7 to automatically segment leads based on their

(45:21):
knowledge level, their property situation, their lifestyle needs
so the prospect gets a useful report.
Helping them figure out if a monkey is right for them and
bunky life gets incredibly. Valuable data to segment their
follow up. Maybe a direct sales call for
the high readiness leads who score well versus an automated
e-mail nurture sequence educating those who need more
info or aren't quite ready. Win win.

(45:43):
How do they promote it? They used engaging.
Video content. Very authentically leveraging
the Founders family, including his young daughter Evie, which
really resonated the scorecard questions themselves help them
instantly know key qualifying info about property access,
budget expectations, etcetera, saving immense time compared to
initial phone calls and the results.
This is the staggering. Part absolutely staggering, one

(46:05):
specific. Campaign generated over 13,000
leads with an almost unheard of 97% conversion rate on the
landing page. 97% of people who landed started the quiz.
That's insane. What about revenue Their.
Overall business revenue tripled.
Year on year going from 800K to 7 LB pounds in 2021.
And they state that over 50% of all sales have come through the

(46:27):
scorecard. That's £3.5 million in sales in
one year directly attributable to this single scorecard asset.
Three and a half million pounds from a scorecard.
And it even helped them impress the investors.
On the TV show Dragon's Den, securing 1,000,000 lbs in
funding, it just perfectly demonstrated their scalable
marketing and sales system. Wow, it really drives.
Home the power of getting that first step right.

(46:50):
The concept in the landing page.If you nail that, the potential
is enormous. OK, Step 2.
The questionnaire itself. Once they click that button on
your amazing landing page, they enter the quiz.
What's the goal here? The purpose is threefold.
Engage them, get them thinking critically about their situation
or behavior, and reveal valuableinflammation about them to you.

(47:11):
It should feel like a win win. Process of discovery, insights
for them, data for you. The authors emphasize it should
feel fast, fun and factual, not like a tedious exam.
They suggest a great creative approach.
Think of it like a checklist. We all use checklist, right?
Like preparing for a holiday, checking off passports, flights,
insurance, packing. Yeah, checklist feel organized

(47:32):
and. Productive.
So you as the expert in your field.
Are essentially providing a checklist to guide their
self-assessment towards achieving a goal they desire,
like a great holiday or removinga stress point they're
experiencing. You're the guide helping them
see what needs taking off, and for the question types
themselves, they. Strongly recommend simple yes,
no questions as often the best format questions like have you

(47:56):
do you are there. Oh yes, no, because they're fast
and. Easy to answer.
People can answer instantly without needing to look up
information or think too hard. The goal is momentum.
The sleep example they give illustrates this.
Well, questions like do you go to bed at roughly the same time
each night? Do you drink coffee after
midday? Is your bedroom completely dark?

(48:17):
Do you avoid screens an hour before bed?
Do you avoid eating large meals late?
Answering no to several of these.
Instantly highlights potential problems affecting their sleep
quality and the specific no answers reveal the likely
causes. Simple, clear, actionable
insight for the user. They provide similar checklist
examples for health, fitness andbusiness growth.

(48:37):
In the book they do mention other formats are available if.
Needed like a sliding scale, forexample, rate 110 for more
nuanced information, check boxesfor selecting multiple answers,
radio buttons for choosing a single option from a list, and
open questions where people typean.
Answer. But they caution to use these
very sparingly. Why?
Because they significantly slow people.
Down typing takes effort, peoplemight overthink it and capretion

(49:01):
rates drop. Stick to click based answers
mostly. A very clever pro tip they
share. Is making the answer options
themselves engaging or revealinginstead of just yes, maybe offer
yes and I need help with this orthat's me?
Makes it super easy for your sales team to know exactly who
raised their hand asking for help on a specific point.

(49:22):
OK, what about questions to avoid?
This seems important. Absolutely critical.
Don't ask. Overly salesy things early on
like Are you ready to buy now? It breaks the trust and feels
pushy. Avoid leading questions that.
Presuppose an answer like, Are you frustrated by the lack of
qualified trainers available? Let them tell you their
frustrations. Definitely don't ask for

(49:43):
information they won't have. Readily available and would have
to go check. Like what's your exact phone
plan, renewal date, friction kills completion.
And crucially, avoid expert. Jargon or technical terms they
might not understand? Do you currently incorporate
progressive overload in your workouts?
Huh. Keep it simple, clear,
understandable for anyone sitting in a coffee shop
grouping questions into logical.Categories is also highly

(50:06):
recommended. Why?
It helps both you and the user. See patterns.
It helps them discover specific areas of strength and weakness.
For example, a health scorecard might have categories like diet,
exercise, sleep, mindset. A business growth scorecard
might have marketing, sales, operations, finance, leadership.

(50:26):
This allows for more granular feedback in.
The results showing them which areas need the most attention.
They give examples like using itto determine if someone is more
introvert or extrovert, or assessing different aspects of
relationship happiness. A great pro tip here is
structuring. Your categories around your own
signature method or framework, perhaps from a book or program
you offer. Like if you have the five PS of

(50:48):
pitching, make those your categories.
It reinforces your IP. So how many categories and
questions should you? Have does length matter?
Yes, it definitely matters the. Authors say you should tailor
the length to your audience's temperature, how well they know
you and the goal of the scorecard.
They break it down into three main types.
Cold, warm leads for people who don't.
Know you may be coming from an ad.
Keep it short and punchy. One to three categories, maybe

(51:10):
815 questions total. It's a quick first interaction.
The goal is to peak interest, give a taste of value and get
them onto your e-mail list for further warming up examples
Relationship readiness quiz Homeselling checklist Find your
perfect holiday destination warmsales ready for people.
Who already know you. They've read your book, attended
A webinar, watched your videos. You can go deeper here. 3T7

(51:31):
categories 2050 questions The scorecard acts as a pre
qualification and preparation tool for a sales meeting.
Ask questions that will be genuinely helpful for starting a
working relationship. The results give you rich info
before the call and the results page can have a direct link to
book that call. Examples from the book 24 assets
application scorecard pitch ready assessment professional DJ

(51:53):
skills check clients raving fans.
This is for your existing. Clients it can be much more
extensive. 310 categories, maybe31150 plus questions.
It acts as a detailed diagnosticto guide your work together, set
benchmarks and measure progress over time.
Clients can retake it periodically.
They share a case study of usinga detailed mental health

(52:14):
scorecard with corporate clientsto win large engagements,
measure team stress levels initially and then show
improvement after their intervention, leading to more
work. OK, so Taylor the length.
What about scoring the answers? The simplest way is just one
point for every. Good answer in a yes no format.
More advanced options include deducting points for bad answers

(52:35):
or waiting certain questions more heavily if they're more
indicative of success. For ample.
Answering yes to reading your book might be worth more points
than answering yes to reading A blog post, and they highlight
the value of including. Some uncategorized question
questions that don't contribute to the final score but are
purely for collecting key qualifying data.
Things like budget, range, decision making, timeline,

(52:57):
urgency, specific needs or challenges.
They identify this data that doesn't affect their score but
is pure gold for your sales team.
When they follow up, it tells them exactly who to prioritize
and how to frame the conversation.
Remember too, the questions aren't just for your benefit in
collecting data. They actively get people
thinking. By asking about specific small

(53:19):
things. You make customers tune into
those dormant desires or frustrations they might have
been ignoring, like the cybersecurity example they gave.
Asking ACEOA series of simple questions like Do you know
exactly what to do if your CRM system is hacked?
Can all your employees confidently spot a phishing
e-mail? Have you tested your disaster
recovery plan in the last year? Suddenly, that CEO who wasn't.

(53:41):
Really thinking about cybersecurity 5 minutes ago
might become highly aware of some shortcomings in their
business. The questions themselves raise
awareness and create the tensionThe Scale Academy case study
perfectly. Demonstrates the power of a well
structured questionnaire drivingreal business results.
They help service based businessowners scale up.
Their challenge was twofold. Quickly assessing A diverse

(54:02):
range of businesses to understand their specific
scaling challenges and tailor value effectively and improving
their conversion rate for marketing and ads by using
automation and leading with value upfront.
Their solution was a business growth.
Scorecard. It was designed to expose gaps
in the business owners current setup and offer a clear path
forward via scale Academies programs.

(54:26):
The data collected gave their team a clear perspective on each
lead, helping them make an immediate impact on sales calls.
Because they already understood the context, they used the data
cleverly for follow. Up to prioritizing calls with
the highest scoring, most ready leads first, while putting
others into automated e-mail nurture sequences based on their
specific weaker areas revealed by the scorecard.

(54:48):
It was an end to end strategy that leads with value.
How do they promote it? They had a strategic.
Launch using Live. Streams, social media and
webinars. They added a clear call to
action to take the scorecard on their YouTube videos, and they
ran paid Facebook ads with a compelling hook.
Get a complete business action plan in 10 minutes or less.
That's a strong promise, and a clever.
Pro tip they used. Mentioned in the book, they made

(55:10):
sure the same picture was used on the Facebook ad and on the
scorecard landing cage. This continuity apparently
builds trust and significantly increase their conversion rate
from ad Click to starting the scorecard.
Simple but effective. What were the results for Scale
Academy? Over 3000 people completed
their. Scorecard in the first year
averaging around 200 to 400 per month.

(55:31):
The average time to complete wasjust 4 minutes and 51 seconds.
Quick and easy, they saw a solid20% e-mail opt in rate from
completers and impressively a 20% booking rate for follow up
calls directly from the results page.
And bottom line, this resulted in over. 6 figures a year.
In revenue directly linked to their scorecard.
That's a fantastic ROI from a single well designed

(55:54):
questionnaire and follow up system.
It proves the efficiency. OK, leads are starting the quiz.
Thanks to the landing page, they're engaged by the
questionnaire. Now for step three.
Their results. This is the payoff, the magical
moment the person took the quiz for in the 1st place.
Exactly. This is where they get to see.
Their score and receive that personalized report.

(56:15):
Score app software they mentioned handles all the
scoring calculations automatically based on how you
set it up. If done right, this page
delivers real value on autopilotthe instant they finish the
questions. How are the results usually
presented? Typically the results are broken
down. Into tiers based on the score.
The default might be low, medium, high, but you can

(56:36):
minimize these names. Beginner, intermediate,
advanced, or needs attention, ontrack excelling, whatever fits
your context, and the authors offer some strategic advice.
On tweaking your questions and scoring, yes, the goal isn't
necessarily for. Everyone to score perfectly.
Ideally, you want your ideal clients, the ones you can
genuinely help to see that they have strong foundations with

(56:58):
plenty of room to improve. If their scores are consistently
too high, they might think they don't need your offer.
If their scores are too low, they might feel overwhelmed or
like they're not ready for your help yet.
You want that sweet spot that signals potential and motivates
action, so you might need to adjust questions or point values
after testing. This is where a scorecard
differs fundamentally. From a boring old survey.

(57:19):
Isn't it absolutely a survey? Just.
Takes information and gives nothing back immediately.
A scorecard provides that usefulpersonalized report immediately.
This instantly builds credibility, demonstrates
understanding, fosters brand affinity, and offers tailored
advice based based on their specific answers.
It directly leverages that psychological tension and the

(57:40):
human drive to improve. We talked about dynamic content
is key here on the results. Page right?
Hugely powerful. This means the.
Text, the recommendations, the images, even videos shown on the
results page change automatically based on their
score tier, or maybe even based on their score in a specific
category if you have those set up.
So someone with a low score might see.
Compassionate messaging, acknowledging the challenges,

(58:03):
suggesting some easy first steps, and linking to
introduction three resources Well, someone with a high score
might get. Congratulated on their progress,
offered more advanced strategies, and perhaps invited
directly to a high level consultation or program.
It feels incredibly relevant because it is relevant.
An advanced feature they highlight.
Is the dynamic PDF report. What's that?
This is where the system automatically generates.

(58:25):
A personalized PDF document may be several pages long,
containing their name, the date,their overall score, their
category scores, and all that dynamic, tiered content and
recommendation. It's then emailed to them
instantly. That sounds incredibly
professional and. Adds a lot of tangible value,
something they can save and refer back to.
Exactly. It positions your business as.

(58:46):
Highly professional and genuinely helpful long after
they've left the results page. But critically, the results
page. Itself must include clear next
steps. What should they do now that
they know their score and have this initial insight?
This is crucial for conversion you.
Need to guide them? The perfect next step should be
tailored to their score and yourbusiness model.

(59:08):
Possibilities include booking a styles meeting or discovery
session. If their score indicates they're
a good fit and likely ready, make it easy for them to book
straight into your calendar using an embedded link inviting
them to an introductory workshop.
Or webinar. If presenting is your style,
offer a relevant live or online event as the next step,
recommending specific content. If they seem like they need more

(59:31):
warming up or education, dynamically suggest specific
videos, podcast episodes, reports, or chapters of your
book that directly address the areas where they scored lowest,
recommending a specific product or.
Service. If they score in a way that
clearly indicates they're ready for a particular offer, you can
present it directly, but it mustfeel like a natural and relevant

(59:52):
solution to the issues highlighted by their score.
They even suggest using dynamic video.
Variations on the results page. Imagine landing there and seeing
a short video where it feels like the business owner is
talking directly to you about your score range.
That would be incredibly powerful for building.
Relationship and trust quickly feels very personal, so that's
the value for the user. What about the?

(01:00:13):
Data you get as the business owner.
How do you leverage that? This is where the scorecard
becomes a. Goldmine.
Firstly, you get the individual results.
You see their overall score, their score in each category,
and critically, their exact answer to every single question
they submitted. Knowing their exact answers must
be huge. For follow up game changing if
someone answers. Yes to a key qualifying question

(01:00:35):
like are you actively looking for a new supplier in the next
three months? I you know to call them ASAP.
It allows for incredibly personalized engagement.
The book reminds US 59% of consumers find that personalized
engagement based on past interactions is important to
winning their custom. The scorecard gives you that
context instantly. What else?
Secondly, you get aggregate data.

(01:00:56):
You can see overall statistics on how everyone or specific
segments are answering the questions.
This can be a real eye opener. Maybe you discover that only a
tiny percentage of people are saying yes to a question about a
service you thought was essential, revealing it's not as
important to your market as you assumed.
Or maybe a huge percentage are struggling with a specific issue

(01:01:16):
you hadn't focused on. This aggregate data is powerful
for generating ideas for new products, refining marketing
messages, or creating highly relevant content.
It also helps you improve the scorecard itself.
Right, Yes, you can see if thereare particular.
Questions people tend to abandonthe quiz on, or ones that take
them an unusually long time to answer.

(01:01:37):
Maybe the question is confusing or too confrontational.
You can then edit it to make it easier or less friction filled.
And they mentioned score, apps, audiences.
Feature. This is an advanced feature
allowing. You to automatically segment
leads and trigger specific actions or offers based on a
combination of their answers. For example, you could create an
audience of everyone who scored high overall, A&D answered yes

(01:02:01):
to having a budget over X amount, A&D indicated they have
problem Y, and then you could automatically send just that.
Group A special, highly relevantoffer exactly delivering an
offer. That feels like who is perfectly
fitting their needs at just the right moment creates that
magical happily ever after moment for the customer and
likely a quick sale for you. Alan Dibbs quoted saying this

(01:02:22):
data is essential for segmentation, knowing who to
spend more time with because they've clearly signaled the
highest intent or the most pressing.
Need a pro tip here? Identify.
The key questions that indicate your perfect client profile and
set up an automated special offer or specific follow up
sequence just for people who answer those questions in the
ideal way. The Robot mascot case study is

(01:02:44):
another. Fantastic example, this time
focusing on leveraging the results and data for maximum
sales impact. Remind us what robot mascot
does. They help startup founders
raise. Capital by perfecting their
investment pitch, they have a specific formula.
Their challenge was that their previous marketing efforts,
events, blogging built some credibility but didn't reliably

(01:03:04):
convert leads. People didn't understand how
robot mascot could help them specifically, and founders
struggled to self diagnose what was wrong with their pitch.
Opportunities were being missed.So their scorecard solution.
They created the Pitch ready scorecard.
It assessed founders on their pitching ability across 3 core
categories, the strength of their business plan, the

(01:03:26):
credibility of their financial projections and their actual
pitching skills and the results page.
It used dynamic. Content.
Brilliantly, based on their score, founders received
tailored messages explaining their strengths and weaknesses.
Crucially, the call to action was dynamic too.
High scoring founders who lookedlike ideal clients were prompted

(01:03:46):
to book a call quickly. Less suitable leads, maybe too
early stage, were directed to their book, online resources or
social media links. It provided A personalized
experience and segmented leads automatically.
How did they promote this pitch Ready scorecard?
They went all in, the book says.Almost every robot mascot CTA is
now take the scorecard. They put it on their ads,

(01:04:08):
website banners, blog posts, social media profiles, webinars,
even in the Co founders published book.
It became their primary lead magnet.
They even created a second scorecard.
Yes, an eligibility assessment. Scorecard used purely as a pre
qualifier before anyone could book a sales call.
This saved them enormous amountsof time by ensuring they only
spoke to highly qualified suitable leads who had already

(01:04:29):
been assessed by two scorecards.Talk about efficiency.
OK, the results for Robot Mascotmust have been impressive.
Absolutely astounding they increase.
Their revenue by 300% in the 1st12 months after implementing the
scorecards and the book mentionsit was now closer to 500%
growth. Wow, 500% growth they.
Generate around 180 leads. Per month, about 45 per week

(01:04:50):
through their scorecards. Their scorecard completion rate,
it is a very high 80% and because the leads are so well
qualified and warmed up by the process, their sales call
conversion rate is 50%, closing one in every two sales
conversations. That's incredible, it really is.
And they achieved this massive. Growth in efficiency while
spending less than 10% of revenue on marketing.

(01:05:12):
It just perfectly illustrates the power of using scorecard
results and data intelligently to qualify leads, personalized
follow up, and streamline the entire sales process.
Which brings us neatly to the final.
Step Step 4, marketing and sales.
You've built this amazing scorecard asset.
You've configured the results and data collection.
Now it's about actually turning on the tap, promoting it

(01:05:34):
effectively, and using that datato improve your whole business,
leading to better clients. Maybe charging higher prices
because you deliver more tailored value, making more
sales, driving growth and profit, and ultimately, as they
keep saying, having more fun because things are working
smoothly. So first you have to promote it.
Where do you start? The authors recommend starting.

(01:05:56):
Gently. Don't just blast it everywhere
immediately. Promote it gently at 1st to get
feedback from a small trusted group, maybe existing clients or
colleagues. They even include a sample
social media post in the book. You could adapt for this initial
testing phase. Get feedback, make adjustments
based on real user experience. Once your confidence working
well, then you. Open the floodgates, then you

(01:06:18):
deploy your promotion strategy. They list 8 highly effective
ways to get the word out consistently.
One website banner simply. Adding a prominent banner or
button on your existing website linking to the scorecard can
turn anonymous traffic into qualified leads daily.
One client example saw 6 to 8 leads per day just from this.
Where before they got none. 2 social media put the link.

(01:06:39):
In your profiles, LinkedIn, Instagram bio, et cetera, and
post about it regularly. Share interesting aggregated
statistics you're gathering fromthe data anonymously, of course.
2 peak curiosity, 3 Content integration this is.
Huge. Make the scorecard the primary
call to action in your podcasts,videos, blogs, and even physical
books. It's the perfect next step to

(01:06:59):
turn anonymous viewers or readers into identifiable, warm
leads. The book calls these the hottest
leads because they're already engaged with your thinking. 4
events workshops use the. Scorecard before, during EG on
screen QR code or after live or online events.
It turns passive attendees into data rich leads.
You can follow up with effectively 5 advertising.

(01:07:21):
Paid ads on platforms like Facebook, Google, LinkedIn are
key for scaling lead flow beyondyour existing audience.
You need to calculate your allowable cost per sale and
therefore cost per lead. But they mentioned score app
clients. Finding 520 lbs per completed
scorecard is often feasible and highly profitable. 6 joint
ventures. Partner with non competing

(01:07:43):
businesses who serve a similar audience.
Promote your valuable scorecard to their list, maybe offering
them a small fee per completed lead.
They give an example of paying £10 per completion.
It's a great way to tap into newaudiences. 7 Enrich existing.
Data Send the scorecard to your existing e-mail list or contact
database. It's a fantastic way to deepen

(01:08:03):
your knowledge about contacts you already have, segment your
list more effectively, and identify new opportunities
within your current audience. Helen Pritchard is quoted in the
book saying she. Spent just 125 lbs on ADS and
got 67 qualified leads. I've never had anything like It
shows the potential efficiency of ADS driving to a scorecard,
but the authors are very clear having.

(01:08:23):
A powerful marketing system likea scorecard doesn't mean sales
happen automatically. No, absolutely not, they stress.
That the sales process is still vital.
Even the biggest, most desirablebrands like Apple, Rolex, Tesla
still rely heavily on salespeople to guide customers
and close deals. The skull card is a tool, not a

(01:08:44):
magic wand that eliminates the need for effective selling.
Exactly. The scorecard doesn't.
Replace sales. It dramatically enables better,
more efficient, more enjoyable sales.
It gives you plenty of opportunities to have quality
sale conversations and provides you with those hot data rich
leads. But if you generate those leads
and then do nothing. They'll just go buy from someone

(01:09:05):
else who does follow up. The scorecard gets them to the
door. You still need to welcome them
in. They talk about appointment
setting and how. Traditional cold calling is
basically dead. Nobody enjoys making cold calls,
and nobody enjoys receiving them.
It's. Interruptive and and usually
ineffective, but following up ona scorecard lead is.
Fundamentally different. Why?
Because you're not calling cold,you're.
Responding to a direct signal ofinterest from someone who just

(01:09:27):
completed your scorecard, often minutes or hours ago.
You already know a lot about them from their answers.
You can start the conversation by referencing.
Their score or something specific?
They mentioned they share a sample script showing this
difference instead of. Hi.
Can I tell you about our services?
All right. Hi, Joe, I saw you just
completed our business growth scorecard and scored 54%.

(01:09:49):
I noticed you highlighted wanting to improve your
marketing results. Can we chat about that for a few
minutes? It's immediately relevant and
based on. Information they provided.
Karen Dwyer is quoted saying sheused to hate sales calls,
feeling like she was asking nosyquestions for the 1st 1530
minutes just to understand the person's situation, whereas now
with the scorecard. Data.
She says she loves sales calls because all.

(01:10:11):
That background info is already there.
She can skip the awkward interrogation and move straight
to discussing their results and potential solutions.
It makes the conversation much more valuable for both sides and
in the actual sales meetings themselves.
The scorecard results become a central feature of the
discussion. Yeah, you can start by asking.
What the scorecard revealed to them.

(01:10:32):
Share your insights based on their score.
Clarify their goals and obstacles.
Using the data as a starting point, you can drill down on
specific answers. I see you answered yes to
struggling with converting leadsinto clients.
Can you tell me more about why you think that is?
The scorecard acts as a shared diagnostic tool.
The sales meeting then becomes less about.

(01:10:53):
Pitching and more about collaboratively resolving the
issues they've already self assessed and acknowledged
through the scorecard. You're providing A sensible
solution that resolves the tension they've already
quantified. TJ Power is quoted saying his
entire sales process changed andhe actually can't imagine having
to go back to selling without that upfront scorecard data.

(01:11:13):
It makes the conversation so much easier and more focused.
A crucial final point they make in this section.
Is the power of repetition. This sounds simple, but it's
often where businesses fall down.
It's so true. Their analogy is basic.
But powerful if you go to the well and pull up a bucket full
of water, go back to the well and get another.
Don't just do it once and stop because your customers

(01:11:34):
bombarded. With information daily.
Don't remember what you did lastmonth?
They really don't. The authors say people need to
see things multiple times beforethey see it the first time.
Repetition cuts through the noise.
This means consistently promoting your.
Scorecard using the methods thatprove effective for you.
Running the same successful ads for months or years, sending

(01:11:55):
similar follow up emails at workusing the same sale scripts that
convert. We're sponsoring the event that
generated great leads last year.If it works, keep doing it.
And crucially, don't stop promoting your scorecard just
because you get busy with delivery.
Create a waiting list instead. Yes, stopping your lead flow
means you. Have to painfully start the
engine from scratch later which kills momentum and revenue

(01:12:17):
consistency. Keep the tap open.
The tick those boxes case study is a.
Final brilliant example showing rapid powerful ROI from
consistent promotion and smart data-driven follow up.
What do they do? They provide account ability
services for high. Performing coaches, executives
and teams, helping people actually follow through on their
goals. Their challenge was finding the

(01:12:38):
right audience, clearly identifying their specific
accountability problem, and communicating their value
effectively to generate consistent leads with good ROI.
So their scorecard solution. They created the accountability
scorecard. Which assesses how accountable
individuals are for achieving their goals.
It's an automated online asset perfect for running ads to and

(01:12:59):
it allows for personalization based on the score.
It integrates with their CRM ande-mail nurture sequences.
What do they focus on for the results page?
Providing high value immediately.
Tailored insights based on the score, highlighting specific
areas for improvement. They included a bonus offer, a
discount on their book, and a free discovery call.
And the key element was offeringa fully customized 19 page PDF

(01:13:23):
report delivered automatically via e-mail. 19 pages.
That's substantial it really. Adds value positions.
Them as leaders gives the prospects something tangible and
outlines clear next steps based on their specific accountability
score. How did they promote this
accountability scorecard? They used a mix of paid and
organic. Strategies A key one was running

(01:13:43):
simple Facebook ads, spending just £10 a day asking the direct
question how accountable are you?
The ad clicked through to the scorecard landing page and the
results from just £10 a. Day within the 1st 30 days of
running these. Simple ads. 75 people had
completed the scorecard, taking an average of just three
minutes. More importantly, they saw five

(01:14:04):
times the amount of book discovery calls compared to
before and landed four times theamount of new clients on their
AU $15,000 package. Wow, so the scorecard leads.
Converted really well, incredibly well.
They reported an 80%. Conversion rate from discovery
call to client resulting in all you $60,000 worth of new
business in just that first month directly from the

(01:14:26):
scorecard leads generated by that minimal ad spend.
That's just phenomenal ROI. Both.
On the ad spend and the time invested in setting up the
system, it truly shows how a welldesigned scorecard promoted
consistently and followed U on using the data can become a
central engine for highly profitable growth.
It really does O. If we zoom out for a second from
the steps, the book frames the scorecard not just as a tactic

(01:14:50):
or a tool, but as a powerful newasset for your business.
An asset. How do they define that as
something? That continues to add value.
When you're away on holiday, something that works for you
even when you're not actively working on it.
A scorecard fits this perfectly.It's online 24/7, acting as a
point of contact, collecting data, providing personalized
value, generating leads, even pre qualifying them and the data

(01:15:14):
itself becomes a major asset. Right.
Absolutely, in multiple ways short.
Term it gives you hot leads withlots of information for better,
faster sales conversions. Medium term, the aggregate data
provides valuable insights aboutyour customers as a whole,
helping you improve your products, services, and overall
marketing messages. Long term, you build a rich,
detailed database that you can use for launching new products

(01:15:36):
or segmenting future campaigns with pinpoint accuracy.
The authors link Stress in business.
Directly to what they call assetdeficiency.
Meaning if you don't have assetsdoing the heavy lifting like
automated marketing systems, established processes, valuable
data, you're constantly scrambling, reacting, feeling
stressed, you're on the hamster wheel.
Assets. Reduce that stress.

(01:15:57):
They make your team far more effective.
Imagine the difference between asalesperson starting with a cold
list versus 1 starting with a warm lead from a scorecard who
they already know 50 things about.
The asset empowers them and thisasset actually.
Increases the monetary value of your business if you ever decide
to sell it massively being able.To tell a potential buyer we

(01:16:18):
have 10,000 people in our database and thanks to our
scorecard system, we know 50 specific data points about each
of them. Plus, we have a documented
automated system bringing in hundreds more qualified leads
every single week. That is incredibly compelling.
It demonstrates A scalable and repeatable.
System for generating future revenue, which is exactly what
acquirers are looking for. It significantly de risks their

(01:16:41):
investment, so the scorecard wears many hats.
It's a marketing asset, sales asset, a valuable database
asset. It functions as a product for
prospects. It can even be a channel to
market if you use partnerships. All of which makes a business
more scalable, more enjoyable, and more profitable.
The book also briefly touches on.
Common reasons people don't succeed with scorecards, which

(01:17:03):
is useful, turning potential failures into lessons.
Yeah, they address the common objections.
Or reasons people might cancel their score app subscription for
instance, like didn't have enough time to set it up
properly. The lesson?
Automation requires an initial time investment, but it pays
back dividends quickly. Don't be the busy fool avoiding
tasks that save time later or couldn't come up with good

(01:17:25):
questions. Or categories lesson.
It does require some creativity and thought about your ideal
client, but there are templates,examples like in the book and
community support available. You can start simple and refine
it over time based on data. Didn't get enough leads?
Lesson. A marketing asset needs
consistent promotion. Maybe the audience size was too

(01:17:46):
small initially or the promotionwasn't sustained, but the
scorecard maximizes engagement from any audience you drive to
it. Persistence and seeking feedback
are key. Functionality was missing.
Lesson Score app is specificallydesigned for generating warm
leads via scorecards, not complex surveys or exams.
Simple often wins for lead generation.

(01:18:08):
Focus on the core goal and not able to.
Convert the leads Lesson The scorecard is the crucial first
step, generating the qualified opportunity.
But it's not the only step. The sales process, follow up,
conversation, closing is still essential.
You need to keep those sales skills sharp.
The scorecard tease it up, but you still need to hit the ball.

(01:18:28):
That makes sense. It's a piece of the puzzle,
albeit a. Very powerful one.
Finally, the book looks to the future framing scorecard
marketing within the broader massive shift towards data in
marketing overall. Yeah, they use a great analogy
looking at US. Presidential election cycles to
illustrate how dominant marketing channels and
strategies change over time, like in the 1930s FDR.
Mastered radio with his firesidechats.

(01:18:50):
Yeah, radio was the dominant newmedium.
Then, in 1960, the televised debate.
Between JFK and Nixon showed thepower of visual media.
TV became dominant for decades. In 2008, Obama's campaign.
Brilliantly leveraged early social media and online
organizing, Obama Everywhere, a new channel shift, and then,
significantly, the 20. 16 Election was characterized by

(01:19:12):
the sophisticated use of data analytics by the Trump campaign
micro targeting voters based on vast amounts of data collected
from countless online and offline sources.
Data became the new king and theclear take away for businesses
today. According to the authors, become
a data business, whatever. Your core product or service is
whether you sell coffee, consulting or cabins, you are
also now in the data analytics business.

(01:19:34):
You have to be. Why?
Because the world is just too noisy for.
Generic messaging anymore? Exactly.
Customers expect and. Demand personalization.
And personalization requires data.
Lots of it. The fundamental shift, they
argue. Is from the old mantra of the
more content you produced, the more sales you made to a new
reality. The more data you collect now,

(01:19:55):
the more sales you will make in the future.
Data is what allows you to cut through the.
Noise be relevant and reach the right person with the right
message at the right time. Content is still needed, but
data directs it. We live in this personalized
marketing. Landscape now, don't we
information bubbles where you and your neighbor might see
completely different ads and news feeds based on your data

(01:20:15):
profiles our locations, our search history, our.
Preferences, hobbies, friends, the videos we watch, it's all
giving advertisers clues to personalized their messages to
us, sometimes creepily well. And AI is only going to
accelerate this. They predict analyzing data from
smartwatches, growth patterns, maybe even facial micro
expressions in the future to gauge sentiment and tailor

(01:20:36):
offers in real time. While I can sound a bit
dystopian, the authors. Point out that consumer trends
consistently show people are willing to share data if they
get clear value back, particularly in the form of
better personalization and convenience.
So what does this mean for smallbusinesses?
They used to have an advantage in personalization.
The local shop owner knew everyone by name, right?

(01:20:57):
But now big tech companies. Excel at personalization at
massive scale using algorithms. To compete effectively, small
businesses need to up their gameand consciously collect much
more first party proprietary data about their prospects and
customers. Tools like surveys, quizzes, and
especially scorecards are crucial for this.
Your own data becomes your competitive advantage because

(01:21:20):
the benefits of having more dataare.
Huge, right? Enormous more data leads to.
Less wasted spend on sales and marketing because you target
better, easier sales conversations.
Because you understand the context and potentially the
ability to charge more. Because you can provide truly
customized value. It allows you to reach the right
people in the right place, at the right time, with the right

(01:21:40):
message. Avoiding wasted budget on
generic blasts and the authors brilliantly reframe.
Data near the end, it's not justabout cold clinical numbers and
segmentation. No, they connect it back to
relationships. Think about your best friend.
Why are they your best friend? Partly because they know a lot
about you. Your history, your preferences,
your quirks, your dreams, your fears.

(01:22:01):
That shared data enables deep connection, shorthand
communication, empathy, picking up conversations easily.
Data facilitates understanding. Exactly data collected.
Ethically and used thoughtfully through tools like scorecards,
allows your business to build that same kind of understanding
and connection with your customers at scale.
It facilitates empathy. It shows you care enough to

(01:22:24):
listen and remember the future they conclude isn't just about.
Using data to sell more stuff isthat if you get data right,
using it to deeply understand and connect with people, they
won't just buy from you. They will absolutely love your
business and your brand and the impact you have in their world.
That's a really powerful and positive.
Vision for data-driven marketing, isn't it moving
beyond just transactions to building genuine connection and

(01:22:47):
dare we say, brand affection? So to recap this deep dive.
Into Scorecard marketing, based on the book by Daniel Priestley
and Glenn Carlson, it's presented as a fundamental game
changer for any business that needs to qualify potential
customers and build relationships efficiently before
trying to make a sale it's a powerful digital asset that.
Diagnosis problems, highlights areas for improvement, offers

(01:23:11):
immediate personalized value to the prospect, works 24 to 7
collecting data and generating leads, and is made accessible
through tools like their Score app software and the result when
implemented. Well, a consistent, manageable,
steady stream of qualified data rich leads flowing into your
business and bringing it back tothat core idea from.
The beginning success in business isn't usually magic or

(01:23:33):
luck, it's the result of consistently taking the right
actions. The scorecard is offered is
perhaps the most powerful asset available right now to achieve
that consistent, data-driven lead generation needed to unlock
growth, profitability, and yes, hopefully bring back some of the
fun. And perhaps the final thought to
leave you with. Building on that idea of data
being about deep understanding and connection is this.

(01:23:57):
In a world absolutely saturated with noise and generic sales
pitches, the businesses that will truly thrive aren't just
the loudest or the ones with thebiggest ad budgets.
They're the ones who learn to listen best.
Listening through data? Exactly.
They're the ones who take the. Time to truly understand their
customers hidden tensions, theirunspoken desires, their unique

(01:24:19):
situations. So the question to ponder is,
what do your potential customersreally secretly want to know
about themselves? What do they want to score
themselves on? And how can you create a
scorecard to help them discover it while also helping your
business connect with them on a deeper level?
Thinking about that is the starting point for building your
own powerful scorecard marketingasset.
Definitely worth pondering. A.

(01:24:40):
Lot to think about there.