Episode 17 – Merilyn Beretta – Lead Your World

Marketing maestro Merilyn Beretta shares how her quiz marketing funnel has generated a jaw-dropping 86% opt-in rate for her ‘Lead Your Day’ online learning academy. It demonstrates how a great product matched up with an insightful quiz helped grow her revenue by 500% – boom!

Check out her website at https://merilyn.com.

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Transcript

Mike 0:02
Welcome, everybody to this episode of “The Quiz Makers” podcast. And I am really flattered and honored to have as our guest today, Merilyn (I’m going mispronounce your name, but it’s just a cool name that I have to try it) Beretta.

You’re a happy customer of riddle and obviously really big into quizzes and marketing. And, frankly, you do so much in the entrepreneurial space, I think it’s better just to let you introduce yourself.

Merilyn 0:33
Sure. And as you can tell by my Australian accent, I’m not Italian... I married into an Italian family years ago. And yes, those guys are listening and it’s spelt like the gun. Guys think that’s really cool, but girls have no idea. They think it’s a ham, which is actually a ham brand.

Anyway, so back to the question. Yes, I have a personal brand – I’m a coach and a trainer. As an educator at heart, I have an education and coaching business for women entrepreneurs.

Mike 1:09
Fantastic and when did you start the business? And then it kind of a segue, how did that get you into quiz marketing?

Merilyn 1:16
Well, interesting enough, I did years and years decades and decades in corporate and various roles.

Then I moved home after living in England for many years – and I moved home to Australia. I was still self employed with number of clients but more of a consulting role doing different things from brand architecture to strategic director, marketing... I was a bit of a sort of a Jill of all trades.

So when I had in my heart to start my own brand, I always wanted to teach online and reach a wider audience. In the past, I was that sort of person that was thrown into businesses to sort of fix things? So when we started online with zero, literally zero audience, what do you do?

I actually started late – I was a little bit older and I only started just about just over three years ago. So not long at all. And I started with creating some online courses. And it’s interesting that I started right from the start with quizzes.

So I learned how to do quizzes, with customer segments, buckets and different categories, which was right up my alley, because for decades I have taught personality profiling.

I think it was the training and learning development person in me, but I’d always naturally categorize people – not to stereotype them, but to understand them.

Mike 2:57
Imagining which broad buckets they fell into...

Merilyn 3:00
Yes. And so I knew I wanted to start some sort of quiz because I thought that they were really cool and fun to do. I actually stumbled across the careers quiz that I’ve got now – I actually started with sort of a course on life direction.

I spent a lot of time doing surveys online and so I have hundreds of thousands of data points. And I actually discovered that the core motivation of what entrepreneurial direction to take fell into four buckets or categories.

So I looked at them and I thought, “Oh my gosh, they relate completely to the person to the broad personality types I’ve been teaching for decades!”.

So it morphed into what I’ve got now – which is my “Wow archetype”. I’m a bit tongue in cheek – I love being a little bit corny, but it’s memorable and everyone loves it. So my “Wow archetype” really focuses on the four core motives of different personalities.

I use it as an icebreaker but I also use it to actually target the different results. It really does work to categorize my people like that and we have a lot of fun with it.

Mike 4:19
With four archetypes or segments, that actually lends itself to personality tests because there are four broad areas that you can say “Here’s a broad area, I think you fall into...”

Merilyn 4:32
And what people love about mine is it’s easy...