After leaving her full-time corporate job, Quinn knew she needed to generate more leads to move forward with her new business, Create Your Purpose®. Building her email list was important, so she decided to build a quiz since they typically have the lowest cost per lead.
Quinn’s “What’s your entrepreneurial purpose?” quiz has generated 10,000+ leads for her business. Today, she takes us behind the scenes of building her quiz with key takeaways that can help you get leads of your own!
Find out how Quinn generated 10k+ leads with her quiz!
Jessmyn:
Hey quiz creators. Welcome to Interact’s Quizzspiration series, where we get to talk to some of our amazing customers about their Interact quizzes. My name is Jessmyn and I’m Interact’s digital marketing manager. Today, we get to speak with Quinn Tempest, who is a color loving business mentor and brand strategist. She’s the founder of Create Your Purpose, a movement and community that empowers female founders to create more purpose and profit in their businesses without burning out. Her quiz, what’s your entrepreneurial purpose? Not only is the mainly generator for her business, but also allows her to have more meaningful conversations with her audience. All right, let’s get started and hear her story.
Hi guys, and welcome to Interact’s new series. We’re calling this Quizzspiration. So, this is really just where we get to talk to our amazing customers who have a quiz out there, all of the inspiring things that they have done with it. And also, hopefully we get to answer some questions that you might have that you can’t find the answer to. So today, I’m really excited because we get to talk with Quinn Tempest. Quinn is actually also a guest on our podcast. You’ll be able to check her out soon. Or, if you’re watching this later, she might already be on there. Quinn is the founder of Create Your Purpose. And Quinn, I’m going to let you jump into exactly what you do, but yes, please introduce yourself, tell us more about your business, tell us more about Create Your Purpose. And then, also, let’s talk about your quiz.
Quinn Tempest:
Yeah, well, first off I love Quizzspiration. That’s amazing, as someone with a first name with the letter Q, I feel like I have a lot of ownership over the letter Q and I love when I see it done creatively. So, that’s awesome. So, yeah, hi everybody, Quinn Tempest here, I am the founder of Create Your Purpose. And, it’s really a global movement and community that helps female founders create more per purpose and profit in their business, without burning out. So yeah, I have had a quiz for a couple of years now and it’s been my biggest lead generator, my biggest audience builder. And, it surprised me along the way and has become so much more than that too. So, I call it the Purpose Quiz.
Jessmyn:
I love it. I also did to take your quiz, after you recorded.
Quinn Tempest:
Oh my Gosh. I can’t wait to hear.
Jessmyn:
Actually, I ended up getting the inspiration… I pulled it up before our call, because I was like, “Wait, I want to tell her that I took her quiz.”
Quinn Tempest:
Yeah.
Jessmyn:
But, I got the inspiration on there. And I was like, “Oh, I love it. I feel that fits so well.”
Quinn Tempest:
Oh, so much.
Jessmyn:
And, correct me if I’m wrong, you have nine results in there, right, or nine personas that you can get?
Quinn Tempest:
So, there are eight.
Jessmyn:
Eight.
Quinn Tempest:
And I call them Purpose Profiles.
Jessmyn:
Oh, I love that. I love that.
Quinn Tempest:
Yeah.
Jessmyn:
I love that you have a specific name for it, because we never have one name for it. Of course, for a nice, little blanketed term for use of the product, they’re your results.
Quinn Tempest:
Yeah.
Jessmyn:
But, this really is what turns into, who your customers are, how you classify them within your business? So, I’d love to hear a little bit more about, were these profiles that you already had, or did they come once you were like, “Okay, I think I want to do a quiz.”
Quinn Tempest:
Yeah, not at all. I did not have these profiles. In fact, going back even further, the reason I first came up with the idea for a quiz was really out of the need to generate leads. I had left my corporate job. I was going full time in my own business. And I knew I needed a way to build my audience. And I didn’t start off with a quiz, actually. I started off with a free video lesson. And, my goal was always to run ads to these lead generators. And, through quite a bit of trial and error, I realized the video lesson was costing me a lot. I don’t remember the number, but it was too much to be spending to generate such little leads. So then, the second thing I did and iterated on, was I took the worksheet that came from that video lesson… And all of this was still around the idea of purpose and creating your purpose, not just finding it, especially for women business owners.
And so, I started leading with the worksheet and the ad cost started coming down a little bit, but not enough. And so, I was chatting with my ad strategist. I still remember this, we were at a coffee shop here in downtown, Phoenix. And, she was like, “Quinn, how about you try a quiz? They have the lowest cost per lead. And it just seems a good it fit for you.” And for me, the light bulbs went off. And, that was the moment where the quiz started with… Or the idea for the quiz started becoming so much more than just a lead generator. And so much more of an entry into the idea of purpose, the world of purpose, because I define it in a very different way. And so, I took myself of up to this little mining town, north of Phoenix, called Cave Creek. And I started to think about, “Well, what would this quiz be? What would the results be?” And that’s definitely where I started, was the end result.
And so, at that point, the idea for the Purpose Profiles was born, although I didn’t call them that for a while. And I think that’s the biggest lesson of my quiz is, it’s evolved as people have taken it, and I’ve gotten responses. But I did start at the end, and then worked my way back to the beginning. And really the question that I answer with my quiz is, what is your entrepreneurial purpose? And so, to lead people to their result, I really had to think about, “Well, how can I group people, and group entrepreneurs, group business owners into what I call your entrepreneurial drive, which is another word for purpose?”
And so, I started thinking through the hundreds and thousands of women and people I’ve connected with, it was like, “How can I group them?” And so, that’s really where the Purpose Profiles were born. And now, there’s the ones like you got, the inspiration, which the drive is to inspire. The one that I would get, if I could take my own quiz, if I didn’t know every intricacy of how it works, is the leader. So, my drive is to empower. So, all of them have different drives. And, I even modeled them after horoscopes, or Enneagram, really making it a thing that you identify with, you resonate with.,And you’re proud to say “I’m an inspiration.” Or, “I’m a leader.” So, that’s the context of all of this iteration that I did, that really started with just add cost, and cost per lead. And then, led me into what it is now, which is the entry point to my world of purpose.
Jessmyn:
I love that. And how does it fit into your business? So, I know that you get your results. And then, I mean, the idea of a quiz, right, is at some point they get led to your service where they can then buy. So, how does a quiz fit into your business now?
Quinn Tempest:
I think, first and foremost, definitely it’s my biggest lead generator. So, that was the main priority building the quiz. And it’s still the main way that I build my audience. But the second thing of how it fits into my business is, it is the entry point for them to understand what purpose is, and start to reflect on what theirs is, because all of my offers, my Create Your Purpose collective, anything else that I do, they need to first understand purpose and start thinking about it. My business isn’t just a, “Let me sell you something real quick.” This isn’t a funnel, this isn’t a sequence that leads into an offer. It’s really an introductory sequence series, that introduces them to what purpose is? What isn’t?
And then, with the email sequence that follows, if they sign up for emails, I define purpose. I give them prompts to think about, I give them examples from my own life or from the lives of my collective members and businesses of collective members, just to get them thinking. Because purpose, I wish it was a quick bang thing. But, it’s really something that’s deep, and reflective, and meaningful. And, I think that’s been the coolest surprise of this quiz is just how me cool connections I’ve made and great conversations I’ve had, that have been much deeper than just, “Buy this. Come into my group. Do this.” So, definitely it’s my main lead generator still, and I’m happy to share some results. And then, it’s also just this entry point into the idea of purpose driven entrepreneurship.
Jessmyn:
I love the way you described how you use it, because of course, me as an employee of Interact, we always say, “Yeah, it works in your funnel, it can do this and that.” And, it’s easier to have a more general idea of, “This is how a quiz works.” But, you’re a great example of, there are so many different ways you can use it, and there’s so many different things you can do with it. But yeah, you mentioned results. I would love to talk about that. So first, before we get into that, how long has your quiz been running for now?
Quinn Tempest:
The quiz has been running, I looked it up today, since July 11th, 2019. That was when the first person took it. So, it’s been running for a little over two years at this point.
Jessmyn:
Love it, love it. And, go ahead and tell us what are your results. And, I’m not going to define results, because I want to hear how you see it, and how you view this as a successful quiz.
Quinn Tempest:
Yeah. Well, I think there’s the hard success and the soft success. That’s how I always to think of things in my business. So, the hard metric success is pretty fabulous. In fact, just a couple weeks ago we hit a really big milestone. So, we now have almost 10,500 completions on the quiz.
Jessmyn:
Ooh, wow.
Quinn Tempest:
Yeah. In two years. And, out of those, I’ve gotten around 6,400 leads. So, I do give them a choice if they want to put their email in. I actually think, when I was coming up with the idea for the quiz I read from Interact, that there is a better conversion rate and a higher quality conversion rate, if you let people decide. And so, I get about a 60% completion to lead ratio, which is really great. And then, in terms of ads, I mean, because that was always the idea, was to always be running ads.
And, I have been in content marketing my whole career and I always knew the power of ads, but I never had actually thought about doing that for myself with quizzes. And so, that’s been the coolest thing and I just redid my ad campaign this summer, because I just hadn’t been paying attention to it. It needed a refresh. Also, I have learned so much about how the quiz was impacting people, and their Purpose Profiles were making them go deeper that I felt like it needed a messaging refresh. And so, that’s been really cool too to see. So, in the past about two and a half months of that ad campaign running, which is mainly running on Facebook Ads and Instagram ads, with our most successful ads actually being Instagram Stories, which is a fun surprise, because those are actually the most cost-effective right now. I’ve had around 1,700 completions from ads alone.
Jessmyn:
Wow.
Quinn Tempest:
Now of course, yeah, I mean the tracking isn’t perfect now with the iOS privacy and all of that, but that’s pretty close, and that’s awesome. Which basically, nets out to a cost per lead of about $1.03 per completion. Of course, that’s a guesstimate with the privacy stuff. But, basically I’m paying $1 per lead. And, that makes me feel so good that if I need to boost my budget or my ad-spend ahead of a launch, I can really start to bring more people in. And I actually looked, and this is a statistic that I didn’t realize was there, but if anyone’s interested in running ads, it’s just good to know, I am running ads to both my warm audience and my cold audience. And there’s only about a $0.10 difference.
Jessmyn:
Oh, wow.
Quinn Tempest:
Yeah. With obviously the cold audience being a little bit more, but that’s not a lot in the world of ads. And, overall it’s reached almost 140,000 people through just ads alone
Jessmyn:
Wow.
Quinn Tempest:
And of course, I do other ways of promotion. But, that’s a really thing that I can point to as a hard success. And then of course, there’s the soft success of the amount of replies I get, the thank yous I get, the people sending me messages saying, “I’ve been really thinking about this. And, this is how I see my purpose coming to life.” It’s so meaningful to connect with people in this way. And, I think it’s neat to have this balance of this strategic tactical thing that’s building my business, but this other way of connecting with my audience in a meaningful, purposeful way that lights me up and helps them. That has been an absolute game changer.
Jessmyn:
I love that. I love that. And I noticed that you said something about learning more about the profiles, and, I guess, feedback or what you’ve been seeing or hearing in your audience. And that caught my ear, because a lot of times people think, “My quiz has to be perfect the first time I put it out. And then, I can’t tweak it.” So, tell me a little bit more about realizing, “Oh, I know more now. So, I can go back into my quiz and make it better.” How many times did you do that? And, what was that like?
Quinn Tempest:
I think, I’ll never stop doing that to be honest. But, really it’s been listening to people, tell me how their profile resonates with them, and how they see their drive, and their entrepreneurial drive come to life in their work. And, really even one of my next steps, which doesn’t even exist right now, but has come out of hearing these stories, is to create almost a gallery of real people. So, maybe you Jessmyn, love the inspiration. And, telling your story of both how the Purpose Quiz result resonated with you, but also how it has impacted you in your business. And so, what I want to do is almost on every Purpose Profile have three or four real people who also got that result, and tell their story. Because I think, stories are so powerful, we can see ourselves in them, we can connect with them.
And, I think that’s the cool thing about the quiz is, I put it out there, I totally had no idea what would happen. I’ve gotten feedback back. I’ve changed things a couple of times. I have ideas to change things more. And that has made it such a bigger part of my business. And, even a bigger part of my whole philosophy of creating your purpose, is this is my brand, this is my thing. And I never realized that the quiz could be so impactful, not just on my bottom line, but on what this means to me to create this type of work. So, yeah. Get something out there. I always say, throw some clay on the wall, see what sticks. And then, you can mold it after that and see what happens.
Jessmyn:
I love that. I love that. And I think it’s smart to keep an open mind about it, because you just… I mean, it’s great that you get feedback, because it’s the same as doing market research. Right? And, it’s given to you almost. And so, to not cater to that, to not go back into your quiz and evolve your quiz in business, as you get more of this research, would only keep you in the same place. Right? You can’t grow from there.
Quinn Tempest:
Yeah. And I’ve even had thoughts this week of… And, I don’t have plans to write a book or anything, but I would love for this to become even more part of this world of purpose, really profiling each profile and diving into them. And, even maybe working with someone who’s good at statistics, and data, and say, “Look at this data, help me make it even more… I don’t know, legitimate or something.” Because really, it was just a guess. And, I have been fascinated to see the top most received results, and then the bottom most, and even the people that are a rarer result, the catalyst or the facilitator, they still really connect with it. And I’m just so interested in this market research idea and how I can take it further. I think, just the sky’s the limit with what I’ve been able to create with this quiz.
Jessmyn:
I love that. I love that. Okay. So, people are probably watching at this point and they’re like, “We get it. It’s doing great. So, tell us the catch.” What were some of the challenges that came along the way while you were either ideating or in there already? Go ahead.
Quinn Tempest:
Yeah, I think, I mean, there were challenges at every step of the process, because this wasn’t just a quiz where I was like, “What instinct member are you?” I mean, definitely JC. But, there was a lot of deep thinking involved and that wasn’t easy. I think, just coming up with the results first, and then actually designing the quiz in an engaging way, I think, that’s something I thought a lot about at the beginning, was what is the journey I want to take people on to get their results? Because, you don’t want to just give them 40 questions, they’re not going to finish it. You don’t want it to be too little questions, because that’s not enough information. And you also want to make it joyful, and fun, and reflective. And so, I really had to think about, “Well, what are the questions I need to ask?” And some of the questions are a little bit deeper like, “What is the impact and legacy you want to leave?” Whereas, some are like, “Which movie quote most resonates with you?”
And so, I think that was a big challenge in the first place was just designing and engineering the quiz. And then, really giving them a meaningful, thoughtful result that wouldn’t just be forgotten. In the instinct example, cool, I’m JC, whatever. I really want them to think about this. And, the one of the biggest things I learned at the beginning was people would always think it was a diagnosis. You Jessmyn, are the inspiration, and that’s all you can do is inspire. And so, I started changing the messaging. I’m like, “This is not a tool for diagnosis. I can’t tell you what your purpose is. Only you can do that. But, this is a tool for reflection.” And really that’s the fuel of purpose is self-reflection. And so, I had to really think about what am I sending them after they get the result? How can I prompt them to think further? And then, the second part of things that came out of that was this idea of Purpose Pairings, because in Enneagram they’re always, “I’m a seven wing five or…”
Jessmyn:
Yeah.
Quinn Tempest:
I don’t know anything about Enneagram, but that’s what I always fear. And I think, as humans we’re so complex, and you can’t just be one thing. And I think people feel constrained when they’re told, “You are this one thing.”
Jessmyn:
Right.
Quinn Tempest:
So, when I redid my email sequence after two years, which was this summer, I thought about that, and that challenge that I got from people. And so, I wrote a whole email about Purpose Pairings, the ice cream that goes with your Nutella, or whatever. And so, I talk about, yes, there’s going to be that result that you get, but there’s going to be another one that feels very true to you too. And so, go look at the other eight Purpose Profiles and start to think about what your pairing is. And it’s so cool to get emails from people being like, “Oh, I’m an educator/catalyst.” And I’m like, “Tell me more. How does that come to life in your business?” So, I think definitely just the challenge of engineering it, and then taking the feedback and the responses I got to take it to the next iteration. And frankly, two years in, I’m still doing that, and I don’t see that stopping anytime soon.
Jessmyn:
Right. I do also love that. I remember that email. And I did look through all of them. I don’t remember which one I thought I was though. But, I think that’s amazing because you’re also creating more conversation with your audience. It doesn’t just stop at, “Okay, this is you. Now, I know how to talk to you.” It’s engaging them in a way of, “Tell me more about who you are. Look at the rest of the profiles and give me a little bit more about you.” And then, I guess if there was a way to automate that would be awesome, but it’s a little harder.
Quinn Tempest:
Yeah. I don’t even know if I’d want to. I think that’s the fun of it. And I get a few emails a week from my sequence being taken. And, it’s just really cool to get to the point where they’re reaching out individually, and I take time to respond, and they feel so seen. And, that’s how I want my business to feel. And if that means I’m not growing as fast as other people, that’s fine. And I think, the quiz has helped me see that it’s a really great way to cultivate and nurture relationships at the pace that feels meaningful to me as a business owner. And I think, that’s an invaluable insight that will propel me forward for a long time.
Jessmyn:
I love that. I love that. A question that I had for you. So, earlier you mentioned, using videos, originally, as your lead magnet. Are you still using some of your earlier lead magnets? Were you able to repurpose them to work with your quiz, or where are they now?
Quinn Tempest:
Yeah, that’s a funny question. So, the interesting thing was, when I first did those video lessons and the worksheet, I didn’t have an offer. I was just building my audience. And so, when I built my first offer, which is still my main offer, which is my community, the Create Your Purpose collective, which is filled with women entrepreneurs. I actually folded that content into my paid membership. And so, that was another reason why it made more sense to start leading with the quiz, versus this content that was part of my paid offer. It was still an entry point into purpose, but it wasn’t the journey that I wanted my actual collective members to take. So, although I’m not using that specific video, I recorded them professionally, and now it’s in a course platform.
So, I think, for me, everything is iteration. And that’s why I think, what you said about, just put your quiz out there, just throw that clay at the wall. I didn’t know that I was going to end up having a collective, I didn’t know I was going to have a quiz, but doing one thing led me to another, and then I built off of that. So, yes that content exists, but it’s for my paid membership, because that’s where I really felt like it would best serve my people. And then, the quiz became its whole other thing outside of that.
Jessmyn:
I love it. Nice.
Quinn Tempest:
Yeah.
Jessmyn:
That’s great. Well, my last question… Well, I have a couple questions left. So, first I guess what’s next from here. So, I know we talked a little bit of about getting more information, tweaking it as you need to. But, is there anywhere that you want to go from here, whether it’s in your business, or with your quiz, using your quiz to do that, et cetera.
Quinn Tempest:
Yeah. I think, my quiz is the center point of all of my ideas moving forward. I think right now I’m really brainstorming some growth projects to expand my brand’s reach, and to really expand how Create Your Purpose touches people, and how far that can go. And so, one of my biggest ideas is to start pitching myself for podcasts. And also, for speaking, because whenever I do speaking, it’s about purpose-driven entrepreneurship and my quiz is the thing I talked about and I send people to. So, I’m really brainstorming, how do I get in front of more of these people? How do I impact more people? And the quiz is the leading thing, because I can talk about purpose all day, but until there’s something tangible for people to interact with these ideas, it just feels fluffy. Because purpose is something that we all grow up hearing about, but we all have differing definitions of what it is.
Jessmyn:
Okay.
Quinn Tempest:
And so, really I want them to understand, and comprehend, and feel it, and start to see it in their lives. And, I think by being the spokesperson for purpose, and using the quiz as the tool to help them continue their journey, that’s really my goal. So, it comes down to maybe PR pitching. I’m a speaker, so speaking more on these topics. And doing a road show of my Purpose Quiz, and the idea of Create Your Purpose. So, yeah that’s coming next, and then definitely cultivating those, I’m calling them in my head, spotlight stories, at this point about the different people within each of the profiles, because I really want to be featuring more real people that this work has impacted.
Jessmyn:
I love that. And I think you’re going to be great at it too.
Quinn Tempest:
Thanks.
Jessmyn:
I feel every time we talk, I’m like, “I’m ready to go do things now.”
Quinn Tempest:
Good. Yeah. That’s the energy I want.
Jessmyn:
Right, right, right. Well, thank you so much Quinn, for telling us all about your quiz and your story. The last question that I have to close out is really just, really short and sweet, in three sentences, how would you describe what interact has done for your business?
Quinn Tempest:
Oh Gosh. In three sentences? Okay. Well, I mean having a quiz with Interact has really allowed me to create a meaningful way to not just build my audience, but to really invite them into the world of purpose. I mean, not only is my quiz my main audience builder, my main list builder, but it this accessible, fun, delightful, magical way for people to explore this often daunting idea of purpose, and also to create some really meaningful relationships along the way. I think, I did that in three sentences. But that’s really it, it’s about that meaningful connection, building my business, but doing so in this way that explores purpose.
Jessmyn:
I love it. Thank you. And, can you also let people know where they can find you online?
Quinn Tempest:
Yeah.
Jessmyn:
We will link to your quiz in this video. So, don’t worry about that guys, if you’re curious. But yes, where can people find you online?
Quinn Tempest:
Yeah, well I’m on Instagram far too often. So, you can find me @quinn.tempest “On the gram,” as the kids say. And then, you can also just go to my website at quinntempest.com. Right at the top, you’ll see a banner to take the quiz if you’re interested in getting your result. And then, I have lots of other resources to help you think about purpose, both as a business owner or just as a human as well.
Jessmyn:
Love it. Well, thank you guys. Thanks for watching and we’ll see you soon. Bye.