🐮 How to become an expert

Here’s how to establish expertise: If you can explain someone’s problems better than they can explain it themselves, you are an expert.

You have authority.

You have trust.

You have influence.

Here’s an example: Imagine that you’ve been feeling tired, weak, achy joints.

You can explain the general feeling to the doctor...but you’re unsure of what exactly the ailment is.

This may just be an unpleasant side effect of aging, you think.

The doctor listens intently.

Then tells you the problem: it’s inflammation.

Doc offers more specifics to the pain you’re feeling: weakened joints. Pressure on the body. General discomfort.

Yes!

All of a sudden, the doctor has established their expertise--they have explained the problem in such detail to capture the visceral pain better than you could.

You will buy whatever they offer to address the problem.

This is exactly the approach that Kettle & Fire takes:

1. Learn what the problems are.

2. Explain the root cause to customers.

3. Establish trust and expertise.

4. Sell the solution.

Here’s how they do it with a quiz….

The background

Kettle & Fire launched in 2015, as the first shelf stable 100% grass-fed beef bone broth. It’s grown into a category leader--selling both online direct-to-consumer, and available in Whole Foods, Target, and others.

(Here’s an interesting story of how Co-Founder Justin Mares tested, and validated, the product idea for $100 in paid ads. He needed to confirm two things to validate it: How many people want the product, and will they spend enough to sustain a meaningful business?).

The Quiz Strategy

The quiz is the first step that visitors to Kettle & Fire are guided to, at the top of the homepage:

It’s the start of the customer journey for visitors to the Kettle & Fire site.

Though bone broth is perhaps a meal as old as humankind, it’s a relatively new food category to the modern consumer.

So the quiz helps K&F learn about the customer’s experience with bone broth, with Kettle & Fire, and with their health goals and challenges.

Here's one easy opportunity to drive revenue from their quiz:

💰 Follow up with Email 💰:

There is no follow up email after the quiz, even though they have just captured our email, our attention, and our purchase intent.

Not sending an email immediately after the quiz is a large missed opportunity. It’s like a salesperson getting invited to pitch, but turning down meeting after meeting.

This is an opportune time to tell me more about how inflammation is so detrimental…..and what my solution should be--buy Kettle & Fire!

This could be at least $15k in monthly revenue lost!

Here’s the quick back-of-the-napkin math:

154k monthly visitors (per Similar Web):

And if we assume an Average Order Value of $50 per order (that’s a 4 pack of 32 oz broths)….

That would be $15,000 in email revenue per month.

But that’s just the value of the first order.

How many orders do they make over their lifetime?

Whatever the assumption, this is a big opportunity for K&F!!

The takeaway: it can take just one Klaviyo welcome flow, and change them dynamically on their challenges and goals.

But to make things simple, there are already landing pages for the three types of problems that K&F addresses: Immunity Support, Anti-inflammation, and Weight Management.

One interesting use case from the quiz:

💡 Understand What’s Driving Brand Awareness 💡

Sure, you can look at Google Analytics and learn about your traffic sources. But sometimes it helps to cross-reference that with feedback directly from visitors.

After they capture an email (important that it’s after the email opt in, in case visitors bounce), they ask the classic “how did you hear about us”:

The Kettle & Fire quiz follows a simple framework that I am just thinking through: Capture, Categorize, Convert.

Capture -- capture the contact info (email) and customer data (goals, preferences, interests)

Categorize - categorize the customer into the type of problems they experience. And categorize the solution.

Convert -- Get the sale. On site, with the optimized check out page. And via email and SMS.

Kettle & Fire is a great product, and brand.

The quiz helps them understand the problems that their customers experience.

And armed with information about the customer, they become the authority when they lay out the problems, and solutions, that customers experience.

>> Read My Full breakdown of Kettle & Fire's quiz strategy here <<