Scorecard Marketing Skill

A proven 4-step system for generating qualified leads through interactive assessments. This approach generates warm leads with rich data about each prospect.

Core Philosophy

Everything is downstream from lead generation. People buy to resolve psychological tension between their current reality and desired reality. A scorecard awakens dormant desires by asking revealing questions.

Key insight: While people actively searching are harder to sell to (already decided, set budget), those with dormant desires buy from whoever helped them uncover the need.

Scoring

Goal: 10/10. When reviewing or creating assessment funnels or quiz landing pages, rate them 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed to reach 10/10.

The 4-Step Scorecard System

Step 1: Landing Page

Purpose: Get visitors to start the questionnaire.

Required elements:

1. Concept Hook – What would your ideal customers want to score themselves on?

   • Moving toward: “Are you ready to [goal]?”
   • Removing pain: “Reduce your [frustration] – take this quiz”
   • Readiness check: “Should you [big decision]? Complete this checklist”
   • Category discovery: “What type of [X] are you?”
   • Knowledge test: “Test your [topic] expertise”

2. The 3 Cs:

   • Clarity – List specific benefits, pain points removed, what they’ll learn
   • Credibility – Years of experience, clients served, awards, research
   • Connection – Friendly photos, colors matching target audience

3. CTA Button – “Start the Quiz” / “Discover Your Score” / “Take the Assessment”

4. Time expectation – “Takes less than 3 minutes”

Bonuses to offer: Free book, consultation, event ticket, exclusive report

Step 2: Questionnaire

Goal: Fast, fun, focused on problems and results.

Lead capture form first: Name, email, optional phone. Even if they abandon, you have their info.

Question types:

Question count by funnel stage:

Categories: Group questions into 2-7 measurable areas (e.g., Marketing, Operations, Leadership)

Scoring: Assign 1-5 points per answer based on importance. Weight significant answers higher.

Avoid:

• Overly salesy questions (“Are you ready to buy?”)
• Leading questions
• Questions requiring lookup (“When does your contract expire?”)
• Industry jargon prospects won’t understand

Pro tip: Add qualifying questions in “Uncategorised”: budget, urgency, company size

Step 3: Results Page

Purpose: Deliver value, create tension to improve, guide next steps.

Show:

1. Overall score – Total across all categories
2. Category scores – Breakdown showing strengths/weaknesses
3. Dynamic content – Personalized insights based on scoring tier

Scoring tiers:

• Default: Low / Medium / High
• Custom: “Beginner / Intermediate / Advanced” or “Startup / Scaleup / Performer / Unicorn”

Dynamic content per tier:

Low tier: "This area needs attention. Here are easy first steps... 
         Our team specializes in helping people at your stage."

High tier: "Excellent foundation! Focus on maintaining standards. 
          We work with advanced clients like yourself on [specific advanced offer]."

Sweet spot: Ideal client scores “strong foundations with room to improve”

PDF Report (optional): Personalized cover, detailed recommendations, printable for sales meetings

Clear CTA: Different offers per tier:

• Low: Free event ticket, beginner content
• Medium: Book + discovery call
• High: Direct consultation, premium offer

Step 4: Sales & Marketing

Promotion channels:

• LinkedIn posts with poll asking which concept they prefer
• Facebook/Google ads leading to landing page
• Email to existing list
• Mention in podcasts/videos with CTA “Take the scorecard”
• Book QR code linking to related scorecard

Follow-up:

• Automated email with results + PDF
• Abandon email if questionnaire incomplete
• Segmented nurture campaigns based on score
• Sales outreach to high-qualifiers with their data visible

Sales conversation advantage: You already know their scores, pain points, and qualifying info before the call.

Quick Reference: Landing Page Copy Formula

[HEADLINE: Concept hook + promise]

Are you ready to [desired outcome]? / Do you know your [topic] score?

[SUBHEAD: Time + value proposition]

Answer [X] quick questions to discover [specific insight] 
and get personalized recommendations.

[3 BULLET BENEFITS]
✓ Find out where you're strong
✓ Identify areas holding you back  
✓ Get actionable next steps tailored to you

[CREDIBILITY]
Based on [X years] working with [X clients]. 
Featured in [publications]. Trusted by [names/logos].

[BONUSES]
Complete the assessment and receive:
- Your personalized PDF report
- [Bonus resource]
- [Optional: consultation offer]

[CTA BUTTON]
Start the Quiz →
(Takes less than 3 minutes)

Scorecard Naming Strategy

Effective names combine:

• Topic clarity (what it measures)
• Outcome promise (why take it)
• Brevity (memorable)

Formulas:

• “The [Topic] Scorecard”
• “[Outcome] Readiness Assessment”
• “What’s Your [Topic] Score?”
• “The [Adjective] [Topic] Quiz”

Examples:

• “The Business Growth Scorecard”
• “Leadership Readiness Assessment”
• “What’s Your Marketing Score?”
• “The Complete Wellness Quiz”

Multi-Step Assessment Funnels

For complex sales or high-value clients, consider multi-stage assessments:

When to use multi-step:

• High-ticket services
• Complex solutions requiring education
• Long sales cycles
• Ongoing client relationships

Scorecard Ideas by Industry

See: references/industry-examples.md for 50+ specific scorecard concepts across industries.

Conversion Benchmarks

• Traditional PDF lead magnets: 3-10% conversion
• Scorecard/quiz funnels: 30-50% conversion
• Top performers: 70%+ with optimized landing pages

Implementation Checklist

1. Define ideal customer and their desired outcome
2. Choose concept hook (readiness/category/knowledge/pain removal)
3. Write 2-7 scoring categories based on your methodology
4. Create 10-40 questions with point values
5. Set up 3 scoring tiers with dynamic content
6. Write landing page with 3 Cs (Clarity, Credibility, Connection)
7. Configure lead form fields
8. Set up automated email with results
9. Create follow-up sequence by tier
10. Test with 5-10 people before launch

Psychology Behind Why This Works

1. Tension creation: Questions surface dormant desires
2. Reciprocity: You gave value (insights), they’re open to conversation
3. Self-qualification: They told you their problems and budget
4. Personalization: 83% of consumers share data for personalized experience
5. Gamification: Primal drive to score, rank, and improve
6. Commitment: They invested time, increasing likelihood of follow-through

See references/psychology.md for deeper psychological foundations.

Additional Reference Files

• analytics-optimization.md: Key metrics, A/B testing elements, funnel analysis, CRM integration, lead scoring
• technical-implementation.md: Platform comparison, conditional logic, scoring patterns, PDF generation, integrations

Further Reading

This skill is based on the Scorecard Marketing methodology developed by Daniel Priestley. For the complete system, additional examples, and advanced strategies, read the original book:

• “Scorecard Marketing: The four-step playbook for getting better leads and bigger profits” by Daniel Priestley and Glen Carlson