SMME EP407 Using Quiz Marketing to Gain Leads and Grow Your Clientele with Maxwell Nee of ScoreApp

3:15PM Apr 28, 2025

Speakers:

Keywords:

Spa marketing

email list

quiz funnels

lead generation

digital marketing

SCORE app

personalized reports

client engagement

conversion rates

AI wizard

templates

landing pages

self-discovery

lead qualification

business growth.

Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as spa CEO. I'm your host. Daniela Woerner, CEO of Addo Aesthetics and Founder of the Growth Factor Framework Program, where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I'm so glad you're here now. Let's dive into the show. We talk a lot about email list, not just creating a list of your clients or patients who are already purchasing from you, but a list of potential clients and patients, those who might be interested in your services but haven't yet made that commitment to book their appointment and receive so today on the spa marketing Made Easy podcast, we are talking with Maxwell knee about a software that allows you to easily create quizzes that you can provide to your potential clients that not only give you information about the things that they actually care about, but it's also going to help you build that email list quickly. So if you're serious about building an email list of potential clients and patients, this is going to be an episode you want to take notes on. We've got some ideas in here of quiz funnels that would work great for spa. Okay, so let me do a quick read of Maxwell's bio, and we'll then go ahead and play that interview. So Maxwell knee is the Chief Revenue Officer at SCORE app, a quiz marketing platform with 6000 paying clients. He's also a multi award winning entrepreneur, bodybuilder and dancer. He's been featured in TV, radio, Forbes, Singapore's the Business Times and the Australian Business Review. So it's a fun interview. I hope that you enjoy it, but most importantly, I hope that you take action and start building that email list today. All right, Maxwell, thank you so much for being a guest here on the spa marketing Made Easy podcast. This is going to be a fun and probably mind opening conversation for our spa owners, we talk a lot about digital marketing. We talk a lot about how to get people on your email list, and that's a relatively new concept in Spa. We put a lot of effort into getting our patients and clients on our email list, but expanding that further for our potential clients is new for a lot of the spa owners we have, and we are going to talk today about using quiz funnels to get people on your list. And that's something that I think is a really effective way, a fun way, a different way to engage with your potential clients. So do you want to tell us just a, you know, I obviously did your intro, but you want to give us a little bit of your background and how you got into this in the first place? Yes,

thank you. So I actually started in digital marketing, so I had my own digital marketing agency, and then that evolved into a business where we were selling like online courses range from like 1000 to 5000 to 10,000 and then very quickly, we're doing about 2 million bucks a year. And a lot of people ask me, how did we do that? And you know, the raw, you know, no shortcut, no secret sauce, answer that ever no one wants to hear is just really simply with a lot of leads and a lot of sales calls, right? And so we so we were always, constantly looking at better ways to generate leads, faster, cheaper, more highly qualified. And then we came across quiz marketing, which is where you give your your clients an assessment that they fill out might be five questions, eight questions, 20 questions, and then the assessment spits out a personalized report based on their current situation, now and where they want to go. And it's that two way sort of feedback that people really enjoy, and it's also, you know, highly personalized, and you get a lot of data on your clients. So that helped us to really, sort of break the doors open in terms of our lead generation and our sales and our previous business. So I love that and this process so much that I invested in SCOR app as an angel investor. It's actually founded by one of my good friends, Daniel Priestley, and then, you know, recently, come on the team to help us double our viewership. Sorry, our not our viewership, our client base. Yeah.

So when I'm thinking about how we would use quiz funnels and spa, there's a couple of ways. So a lot of spas have E comm stores and are selling products. I've seen some, some skincare companies and some, you know, product companies that are using apps or using quizzes. Hey, what? What skin type are you? Or what is a custom like hair care, or something along those lines. We also, so that's a use case. There's also, you know, understanding what treatment is right for you. So I want to walk through, like, how this funnel works, because a lot in Spa are very new to digital marketing in the first place. So essentially, we're creating this quiz and score app is something that helps you create the quiz. The quiz, yeah, where does that quiz go? Is it on your website? Are we running ads to it? Are we sending it out to our email list? How are we utilizing this in the best way once we have it created?

Yeah, really good question. So all of the above, you know, ads posting on social media, WhatsApp groups, Facebook groups. You know, a lot of people added to their email signature. So whenever they send an email, there's, there's a little, you know, nugget in there for people to use. Then you've got, you know, LinkedIn, Facebook, Twitter, you know, email lists everywhere else. So what it looks like is that there's a landing page. So there's a page that just has one instruction, which is, Click here to find out if your skincare routine is actually damaging your skin, right? So something really, really something that's going to get there, super curious, right? They get some super curious. And then you might ask, then you might ask, you know, the eight to 10 questions that you would typically ask in the first 510 minutes of a consultation. So, so, so you know yourself and your clients. Danielle, you're already doing this. You're doing it in the first 10 minutes of a consultation. We're just putting that into a digital format so you could scale yourself and have 100 women finding out about the same time instead of you doing one to one calls.

So once they get the they complete the quiz, they get their results. Their name goes on to does it connect to whatever email service provider you're using,

yeah, so it goes into the platform, so the platform has own little like CRM database, and then, yeah, you could plug it into MailChimp, so send that automatic emails. You can even send some emails out from the platform, including their results. Or you could put into Google Sheets. You could put it into Active Campaign. So it goes, it integrates into everything,

okay, that's great. And then the concept is, whatever there, if it's, you know, these are your three products, we can send them, you know, to a Shopify page or send an email sequence about it. Or if it's a certain product or service, then we're sending information and here, book this appointment, or here's this, you know, special offer for those particular appointments.

Yeah, yeah, you know. So the offer, the product, the scorecard, all works backwards from an outcome, you know. And there's two types of outcome, just to help people conceptualize it. There's a painful driven outcome where you're trying to move away from pain, so you're trying to, like, the anti skin damaging scorecard, right? Or there's a goal orientated outcome where you're running towards a goal which could be something like the anti aging scorecard, right? Like, how can you get more of that instead of less of pain, like more of good, less of bad, right? So one or the other.

Now, when you were when you were still in your digital business and you were looking for leads and trying to figure out new ways to get leads, what was the difference in actual results and conversions compared to traditional landing pages or offer, enter your name and email and receive this coupon or whatever, versus the quizzes like, how did you see the differentiation in your your business? Yeah,

really good question. So, a typical landing page, you know, might be 10% discount page, or, you know, yeah, this PDF, or join the email list or find out for new specials, or whatever the incentive is to get people to give you the information converted about 10 15% now, scorecards typically convert at 20 to 40% so those numbers, you know, speak for themselves, right? Double to almost triple, what that looks like in terms of cost per lead. When we were last running it for our business, a few years ago, we were getting leads about $5 you know, which is, which is very, very cheap, because within our industry at the time, we would. Typically only get leads for, you know, the lowest of $20 or maybe even 15, but, but never five. So that's the difference. You know, you're you're spending the same amount of money, but you're getting, you know, double to triple the size database.

And for a niche industry like ours, where we're going after, like, very specific job titles when you're doing something well, I mean, I guess, if we were targeting skincare, that's one thing. But how, how do you, I guess, qualify your leads once you have them coming in and and, know, like, who just wants to take the quiz to figure out the answer, because I'm sure that there's those people right and then how do you understand if this is a truly qualified lead? Because sometimes we can do ads and we can get a really great like volume of conversions, but they're not the right person. Does that make sense? What I'm trying to ask?

Yeah, yeah. It's a very good question, and it sort of says a lot about you know, how much, how deep you are in, in your business and expertise. So quizzes qualify a lot, because for someone to sit there and answer eight to 20 questions, they need to be very motivated, right? Like no one one click, two clicks, three clicks is low barriers to entry, but eight to 1020, questions is pretty high barrier to entry, right? So that's one thing, the the volume and the depth of the questions, and also the content of the questions, right? So a lot of people ask questions like, Where, like you don't, no one wants to be asked a question where they know it's like a sales conversation has happened is, you know, right around the corner. But if you ask someone on something like, where are you currently going for your spa treatments and what, what are you currently buying? Right? So they might be going to one of your competitors that are close by. And then, you sort of know, yes, they qualify. Yes, they're already spending money on this. But you know, how can you over service and over deliver to win them over type of thing? So there's questions like that, and there's also, of course, the like the readiness question, which is, you know, on a scale of one to 10. You know, when Wendy's, when do you want to do something about this, right? Or when do you want to improve this part of your life? So, like, there's the the urgency questions, yeah.

So with SCORE app, do you guys have any prompts or guidance or template structures for people that are brand new to quizzes, and they're like, Okay, a quiz, but how do I how do I figure out, just like you're saying the the prompts like, what are the right questions that are going to guide to you know, this specific desired outcome?

Yeah, so when we first started this service for people, and you could start it for free, by the way, so you really got nothing to lose to get started, it would take someone about a day and a half to get their score cut up and running, typically, which is, you know, up pretty slow. But now, thanks to templates, we have about 60 templates that you could use. So we literally bake the cake for you. All you need to do is put the icing on we we also use an AI wizard. So we have an AI wizard that will ask you, Daniela, okay, what's your business? What are the your top three to five products, you name them. Bang, bang, bang. And then AI will then go, go away and spit out about six to seven hours of your concepts, your prompts, your campaign, your copywriting, your your results card, six seven hours of copywriting for you. And you know, in a few minutes, then you go in and you polish the edges, yeah. And

so you, by polishing the edges, you're making it more specific to your unique brand, your unique offering.

Brand color, voice, yeah. Brand colors, language, your voice, you know, IP as well. Yeah. You might have super sexy, slick, quirky names for your products, and you want to make sure those are in there. Yeah.

And what about troubleshooting? If you're, you know, with with, we kind of teach that we want to get your landing page, um, converting at a 40% before we stop tweaking it. And is there any type of metrics or things like that, with quizzes that we're looking at like, Okay, this quiz is, you know, converting at this percent, and we know that, then this is a good working quiz, and we're going to stop kind of tweaking behind the scenes.

Really good question. So. So we have, you know, our mantra score is, we want to force our clients to be successful. So it's not just help. It's like that, right? It's hands on two, hands on the steering wheel bank. And what that looks like in practice is we have a Facebook group full of like, four, 6000 users, and everyone helps each other. So you pop your question in, hey, look, does anyone recommend any improvements for my landing page? And then you've got, you know, our support desk where you're not talking to a chat bot, you're not talking to a recorded voice or anything. You're talking to someone that lives in England and English was their first language. We have three to five people that will help you around the clock right with specific, specific messages. And we also have weekly to bi weekly webinars called setup and score, where our team will sit there and help you and talk you through the nuances of the of the product as well. So there's you can absolutely fill your boots with as much service as you need to really, really sharpen that sharpen that sword, sharpen that sword.

That's great. And you said it's free to try. What is the kind of range of offerings that you guys have? You know after your initial trial.

Yeah. So it's not just free to try. It's free to use forever, but there's only a maximum amount of leads you can you can generate. So it bumps up as you generate, basically as you as you make more money, the price goes up on a sliding scale type of thing. So, yeah. So it starts at about $40 a month, then it goes to about $80 a month, then it goes to about 130 and that's the top end, yeah. And

so you have the ability to kind of build this quiz, tweak it until you get it actually working, so that you are generating leads before you actually start paying regularly 100% that's great. How long do you see, on average, for somebody to get this kind of up and running and working for them? You know, you said now that you have the the AI bots and things like that, like, if I right now, q4, probably for most industries. But first of all, this is our busy, busy season. We've got holiday everyone's wanting to get their treatments in and look great for their, you know, holiday photos and all of that. So adding a marketing thing in can be a lot,

yeah, yeah, I get it. So one hour, one hour of your time invested to get this tweets, to get version one out there, and then, you know, version two, three and four. It's just another hour, another hour, another hour, once you've got some data,

that's great. That's great. What else am I not asking? I know. Thank you for telling me. Have great questions.

Yeah, so let me share this, right? So we have a book, because there's a lot to learn. There's a lot of nuances in this. It's called scorecard marketing, if you'd like a like a PDF or physical copy. Whilst we got some some stock in the US, I can get that out to you so you could dive deeper and and, you know, take that home and really, really own it. But outside of that, you know, let me share a bit more about the psychology around why this works. I've shared numbers and stuff, but let me just go a little bit more lateral. So people love self discovery. They love self discovery. They love learning about themselves. They love measuring themselves against their friends and family, right? Not in a competitive way, but just pure curiosity. So we've got,

you know, MBTI, we've got disc, we've got anagram, we've got all these, like, business assessments, you know, then you get into, like, the more woo, woo stuff with human design and astrology and all, you know, it's all understanding more about the self from different belief systems, I guess, yeah.

And if you're on a personal, professional development journey, or you're on a fitness journey, you you, you can't improve something if you can't measure it, right? So one of the magics is, is, you know, we, we rate your your skin care, healthiness, on, a rating, taking the information out of you right on a percentage of zero to 100 or your you know, work, life, balance, healthiness, right on a scale of zero to 100 or you could choose a different kind of rating, where you might put people into different types of buckets, right? And each bucket. Has their own strength, their weaknesses. So personality quizzes do this, right? Like, I'm, I'm this type of entrepreneur, I'm the, I'm the Oprah type of entrepreneur, or I'm the Mark Zuckerberg type of entrepreneur, right? Now, that is all really powerful because it tickles the emotion of of, you know, self discovery, curiosity, but vanity, right? So we love to learn about ourselves in a way that we want to improve our own lives. So that if you put all of those things in a pot and you mix them, then you have a really compelling pool that people want to engage with, and they will enjoy engaging with it.

Yeah, it's interesting. And it's, you know, I know, in some of our programs that we teach, we ask them to go and take personality quizzes, and we ask them to read the assessment, and it is almost like a deepening connection of identity, of this is who I am, and so in a connection with self as as you're kind of saying, but it's it reinforces when they Oh, yeah, I do act that way, or I am this way, or this is something that I want to improve with myself or with my habits or whatnot. But it's it's hard to find someone that won't be curious about something about themselves. Now, the one thing that drives me nuts about quizzes, I hope score app doesn't do this, but forgive me if it does, you go through and you do the whole quiz, and then at the end, you have to put your email in to get your results. Otherwise it withholds your results. Do you have to put your email in first? Or do you have to put it in?

So you'll get, you'll get the results on the page so you can actually view them. But obviously, if you want them sent to you, then yeah, there's a box to put your email in. Yeah, okay. That's great. That's great. So you get something if you want to move fast, you get something if you want a little bit more. But I'll give you another example, right? So when I used to do a lot of digital marketing, I used to do digital marketing for a gym, and this gym in Australia was just killing it, like a typical gym would make, you know, $2 million a year. This gym was making, like, eight to ten million a year. They were charging more. They were in a more expensive area, so they had, you know, higher costs, but they were just absolutely killing it. And I asked them, I said, What's your sales process? And they said, Well, we've got this body scanning like this body fat scanning machine, and typically gyms will charge $30 to use it, because you have to pay a licensing fee, and it's not free. But what we've done is we've we open up special promo days where we'll have, like pizza and like drinks, and it's really fun. And you can bring your friends and use a scanner for free, so you get $30 for free, right? And then you get to hang out with everyone in the gym and see what they like. And you know, you start making friends before you join a gym. Then the magic happens when someone gets their scan. They've never got one of these before. And then someone sits down with you in a non invasive way, and says, Hey, look, you know, in terms of body fat percentage, you're rated here below average. In terms of, you know, healthiness, of blood density, you know, you're here below average. And people naturally like it. It creates an objective, transparent urgency on, wow, I don't want to be below average in terms of my health, because you're telling me about all the future problems we're going to have. I want to join your gym, and they had like, an 80% conversion rate from from that free assessment to a paying client.

So we do this in Spa. We have imaging devices. So image medical makes one, and you basically take photos and you're comparing apples to apples. It's like in an actual device, and they have your percentile based on other individuals. So I'm 43 and it would compare me of what percentile I'm in to other 43 year old women that have gone through, you know, like, do I have better skin or worse skin? Do I have more wrinkles or less wrinkles? And I can see like the under, you know, do I have brown spots that are going to come up? Because, you know, most of our damage comes out in our 40s. And so when we can do a consultation and show someone, okay, I see this, this, this, and we put it on a great big TV screen, so we're

gonna escape it, yes, yeah. And

we're and so we go through that process, and it's, it's very educational, and we obviously take the approach, if it doesn't bother you, it doesn't bother me, because we want to build women up, we want to lift confidence, all of those types of things, probably very similar to a gym. But yes, that is a. Very powerful tool that we kind of have in our tool bag and spa of ways to kind of create the client journey and visualize, you know what it is. So, I mean, that could even be a cool thing is like get a complimentary skin imaging session, or dermal imaging session,

you know, with the, yeah, that would kill it, absolutely kill it. So if you had, like, a light version of that, that you could ascertain just from some questions without a scanning device, and put that into a into a quiz, into a scorecard, and then say, you know, if you like, the full assessment, you got to come down. But you know, you're looking at a range, this range of of good or bad, or whatever that that number is. That is exactly why this, this thing works. Yeah, I

love it. Well, it's, it's so important to, you know, Stephen Covey said, begin with the end. In mind anytime that we're creating offers or creating funnels or we need to always think in that way. And you know, when we're talking to our accounts about hosting events, it's like, well, what is the end goal? Are you trying to get more members? Are you trying to get a cash infusion? Are you trying to get a new provider busy? It's the same thing with all of our marketing, is we need to understand what is the end goal, and then how do we reverse engineer a plan to get there? So if we're trying to get more consultations, or we're trying to, you know, like what we had just talked about, we want more new clients and patients in the door. Then create some type of lead generation that's going to speak to those needs. If you're looking to get more members, then create where, create a funnel, where membership is the solution, you know, so we're, we're looking at, we're talking about the pain points of our members, meaning, I, you know, like it's expensive to, you know, come in every single month. Well, the membership saves you X amount, or it's, you know, whatever the problem is that we're looking to address and solve. Always start with that and then reverse engineer what leads up to that through listening to the people that you're serving. What are they asking for? What are the common questions that they have? And I don't know about you, but for me, like digital marketing to get it to work has just been about testing and tweaking and trying new things, and if it doesn't work, tweak one little thing. And if that doesn't work, tweak another little thing. And when you get it to work, it's unbelievable. And it's one of those things that can make your life so much easier, but it's you know, it is something that you have to be thoughtful and intentional of how does this make sense with what I'm trying to sell in my business?

100% so, you know, it's definitely a marathon more than a race.

Yeah, for sure. Cool. Well, where can people learn more about scorecard, we'll, we'll include the links and everything. But it Do you have a specific website, email, social, what's, what's the best place for people to connect with you?

Yeah, so if they want to connect with me, personally, you know, I'm addicted to LinkedIn, so you'll find me on LinkedIn, Maxwell and me, I'm the only one on there. And outside of that, score app.com is where you want to go, free trials, templates, literally copy and paste type of things, even if you want to go in there and look at some of the the the case studies, testimonials, or the templates, just for some marketing campaign ideas, you know it's all there to help.

Wonderful. Well, thank you so much for your time. I appreciate it for all of you spa owners out there that are looking to generate leads. This is a an hour of your time, free trial. Test it out, see if it works, see if it you know, test and tweak and tweak to figure out what is going to be in alignment with your spa, but this seems like a win win situation to help get new leads into your practice. So thanks so much, and we'll catch you on the next episode. As always, if you want to keep the conversation going, I want you to head on over to the spa. Marketing Made Easy. Facebook group, the number one free resource out there for estheticians focused on business building. We've got weekly marketing tips, a monthly goal setting and planning session, monthly esthetician business book club, plus a community of 1000s of estheticians committed to business building in the spa. Raw industry. I'll see you there. Bye.