How to Build a Quiz to Attract Your Ideal Client

How to Build a Quiz to Attract Your Ideal Client |

How are you finding your ideal clients? Are you just hoping they stumble onto your site through your social media channels?

There are plenty of ways to make sure you're attracting the right audience — from being strategic with your pricing to always staying on brand in your social media presence to making sure that you’re thinking of that ideal client when you’re writing your blog posts or website copy (to ensure you're writing directly to them).

One of the best ways to find your ideal client and get them through the door is by building a quiz. Here's why.

Quizzes are a great way to grow your email list.

Everyone is talking about growing your email list, and for good reason. This is a huge topic I'd love to talk about in a separate post, but here's the bottom line: you own your email lists whereas you don’t own your social media channels.

If Mark Zuckerburg ever decides to shut Facebook down, your business page followers will be gone in an instant. If your email list provider shuts down, you can simply export the list of emails you've collected and choose a new email list provider to use.

Your email list will outlive your social media channels every time, so it's important to get people on your list. Readers are more likely to subscribe to your email list if you give them something of value in return. We call those free gifts "opt-ins" or "lead magnets."

Quizzes are FUN, and custom quiz results are a great incentive for joining your email list.

Have you ever taken an Internet quiz to see which Friends character you are or where in the world you should vacation next? You clicked on it because it was something easy, fun, and gave you instant gratification. All you had to do was pop in your email address and your results were delivered within seconds. 

See what they did there? You gave your email address in exchange for the opportunity to find out if you were Rachel, Monica, or Phoebe.

It wasn't an icky sales tactic. You were happy to hand your email address over, as long as the content that follows is valuable.

Remember: being invited into someone’s inbox is sacred ground. People who give you their email addresses are trusting you to give them the very best content. If you consistently give readers amazing value, they'll be willing to become your clients. If you spam them, oversell, or send them emails that aren't helpful (read: don't address their pain points) they will unsubscribe.

SO, quizzes can be instrumental in growing your email list, but only if you put time and effort into the follow up. Make sure you create a good strategy for your email list and stay consistent. (P.S. We can help with that!)

Finally, quizzes allow you to get to know your audience.

Your quiz analytics will tell you just who you're reaching online. As you look through the results, ask yourself these questions:

  • What type of person are you [purposely or inadvertently] attracting? Does that person line up with who you want your ideal client to be? Or do you need to redefine your ideal client?

  • What are your audience’s demographics (age, gender, location, etc.)?

  • Based on their quiz choices, what do they want from you? What do they need from you?

The insights you gain from these questions will help you determine your next steps for your branding decisions, email list strategy, offerings, marketing, etc. And the more strategic you are, the more clients you'll book.

So, have we convinced you that a quiz will help you find your ideal clients? Good. Let's dive in!

Start by Figuring Out Your Quiz Results

We know it seems backwards to start at the end, but trust us! If you begin with the end in mind, you’ll be able to frame your questions and answers around the results. Trying to do it the other way around can be confusing and may distract you from what you really want to achieve with your quiz.

Look at your ideal audience and separate them into three or four “types." These are going to be your quiz results.

You can identify these types in one of two ways:

  • By your offerings or products (because then you'll know who to market what to)


  • By readiness to purchase (because then you'll provide them with what they need to get ready to purchase your offering or product)

You can find out what their problem area is and market the specific solution to them. Or you can find out how ready they are to hire you. If there is a large gap, you can offer them resources and education to get them up to speed and ready to work with you. And if they are ready to work with you, all you have to do is let them know how to book your services!

When you begin writing your quiz, you want to learn as much about that person as you can.

You can do this by surveying your current clients and/or audience. You could also do this by simply doing research in your niche or area of expertise.

Since these are your ideal clients, you should already know a fair bit about them like what makes them tick, what their motivation is, what pains them, and what they want. Our favorite questions to ask are:

  • What are their pain points?

  • What are they afraid of?

  • What’s holding them back?

  • What do they want?

  • What are they proud of?

  • What do they need to grow to the next level?

After you’ve written your results, get started on your questions.

Here are some examples of questions you can ask:

  • What would your loved ones say is your biggest strength?

  • What collective of adjectives fits you best?

  • Which statement best describes your personality?

  • What stage is your idea in?

  • What is your purpose as an entrepreneur?

  • Which quote best describes your philosophy?

  • When it comes to your business, what do you see yourself doing?

  • Which member of your friend group are you?

Next, come up with your multiple-choice answers.

This is the part where you get deep into the mind of your ideal client. Think about their circumstances, think about how they spend their days, what they are drinking at the moment, or even what they love to watch on Netflix. How would that ideal client answer those questions and how are those answers going to lead them into each quiz result and then into your offerings?

Even though your quiz copy is completed and polished, the most important part of the process comes next!

Make sure you write a nurture email sequence for those who opt into your email list because they took your quiz. This is so important! You should have at least one nurture sequence, but you could also write a sequence for each test result.

Here's a basic template for how you could lay this out:

  1. Their result and next steps. What are they supposed to do with this information? Is it a prompt? Read some posts on your site?

  2. An intro to you + your biz. How can you help based on their quiz results? Point them to a resource you offer. Depending on your audience, you probably want to start them off with something free.

  3. More value. What other tidbits or quick wins can you give them? Try to reframe a way that they are thinking about you or your offering.

  4. More value + small sell. More mindset reframing. Tips and tricks. Education. And a small paragraph where you introduce or offer them something that you sell.

  5. Sell. They've now opened 4 emails from you and each has provided great value. They know you are in it for the long haul, not just to make a quick buck. Feel free to really show them how you can help them with your service, course, or other offering here.

  6. More value, always. Once you've made the sell, don't stop providing value. It might take more nurturing and more selling before they are ready to purchase. Make sure you establish a consistent newsletter strategy moving forward. (Need help setting that up? We've got your back!)

how to write a quiz to find your ideal clients

If you're ready to write a quiz to grow your email list and your business, but you’re still a little intimidated by the process, you can download our quiz builder template below.

This will help you lay out how you want your quiz to work and keep yourself organized throughout the process.

Next week we will be walking you through exactly how to set up your new quiz on our FAVORITE quiz platform Interact. And from there how to setup and connect your email funnels! Don’t worry, girl, we got you!