Greg Faxon is a business coach who helps coaches and service providers land more high-end clients with simple marketing. After testing nearly every lead magnet format available, including PDFs, free trainings, newsletters, and cheat sheets, he landed on quizzes as his most consistent list-building tool. Two quizzes built with Interact have now generated over 20,000 leads combined.
His first quiz, “What Type Of Coach Are You?”, has generated 11,411 leads.
His second quiz, “What’s Your True Coaching Niche?”, has generated 9,220 leads.
That’s 20,631 potential clients from two quizzes.
Both quizzes are personality-style quizzes, which Greg has found consistently outperform other formats. The reason is straightforward: people are naturally curious about what type they are, that curiosity gets them to start and finish the quiz, and the personalized result makes everything that follows feel more relevant to them specifically.
The quiz he built for fitness coaching earlier in his career, “What’s Your Fitness Archetype?”, followed the same logic. The format transfers across niches because the underlying psychology is the same.
What makes each quiz work isn’t just the format though. Greg is deliberate about connecting the quiz topic directly to his offer. His “What Type Of Coach Are You?” quiz helps coaches figure out which marketing strategies are most likely to work for them based on their personality and strengths, which maps directly to what he helps clients with. As he puts it: “A good quiz is like the sorting hat. Except instead of telling children where to sleep at wizard school, it tells potential clients why they should hire you.”
The quiz cover is built to create the right first impression. The headline builds curiosity, the description clarifies the promise, and the whole thing is designed to make starting feel easy.
The result pages are where the quiz earns its place as a business asset rather than just a list-building trick. Each result includes a strong title, a description that makes the reader feel seen, specific next steps they can act on, and a relevant call to action pointing toward a booking link or paid offer. The result page is the moment the quiz turns from a lead magnet into a sales conversation.
After someone completes the quiz, they enter an email follow-up sequence that continues the relationship and warms them toward booking a call. The quiz handles the initial qualification and personalization; the email sequence handles the nurture.
Greg built both quizzes using Interact’s AI quiz builder as a starting point, then revised the cover, questions, and results before publishing. His recommendation for anyone starting out: use the AI builder to get a draft quickly, then invest time refining the result pages until each one genuinely helps the person reading it.
You can find Greg at gregfaxon.com and take his coaching niche quiz here.