How to Use Quizzes to Monetise Your Personal Brand and Generate Leads on LinkedIn

If you’ve spent any time building your personal brand online, chances are you've come across the same tired strategies over and over again. Spam your network with templated DMs. Play the numbers game. Rely on cold outreach to fill your calendar.

The truth is, most of us want a better way. We want to consistently generate leads, but without compromising our values or flooding our inbox with rejection. We want a system that feels aligned, one that nurtures relationships, positions us as the expert, and brings in qualified leads who already respect what we do.

That’s exactly where ‘quiz marketing’ come in.

Over the past year, we’ve generated hundreds of leads from a single lead-generation system that doesn’t involve salesy messages, unnecessary automations, or ad spend. Instead, it relies on a simple questionnaire that captures leads and starts high-quality conversations with the right people.

In this article, I’ll walk you through what this system looks like, why it works so well on LinkedIn, and how to implement it into your own brand.

Why Most People Fail to Generate Leads from LinkedIn

Let’s zoom out for a second. Most creators and consultants treat LinkedIn as a content machine, they post value, build a following, and hope that someone eventually slides into your inbox. Occasionally, this does work. You’ll get a few inbound leads who are already sold and ready to buy. It’s great when it happens.

But this only represents a tiny fraction of your audience — usually around 5%. The rest are divided between those who will never buy (about 60%), and those who are interested but not yet ready to commit (roughly 35%).

This last group is where most people miss out.

See, content consumption is easy. It’s free, quick, and low-commitment. People can do it from their phone, with a coffee in hand, without giving anything in return. But working with you, hiring you, paying your rates, and putting their reputation or business in your hands, that’s a big leap. There’s ego involved. Time. Risk. Money.

This creates what we call the commitment gap. It’s the distance between someone liking your content and someone actually hiring you. Most personal brands struggle here, because they expect people to make that leap on their own. But they won’t. Not without help.

So what do we do? We build bridges.

Bridging the Commitment Gap

To convert more of your audience, you need to gradually increase their level of commitment. Each step should feel easy, valuable, and natural, like a logical next step, not a hard sell.

Think of it like this. Reading a guide or downloading a resource takes more effort than scrolling past a LinkedIn post. Booking a call takes more commitment than downloading a guide. Paying for a low-cost workshop requires even more buy-in. Each of these touchpoints bridges the gap just a little more.

The goal is to create content and experiences that move people from passive consumers to active prospects. These “commitment bridges” could be in-depth resources, interactive tools, or anything that raises the time, energy, or attention someone gives you.

One of the most effective types of commitment bridge is what I call Maybe those tactics worked ten years ago, but the landscape has changed. Consumers are savvier now. Attention is harder to earn, and trust even more so. The result? Most people end up burning bridges with their audience instead of building them. You might convert a small percentage with these tactics, but you'll alienate the rest, and they won't come back..

Introducing Stake Raisers

A Stake Raiser is a valuable piece of content that helps move your audience from cold or lukewarm to warm or hot. These are longer, more in-depth, and often more interactive than your usual posts. They require more effort to create, but they also deliver far more value, both to your audience and your business.

What makes Stake Raisers powerful is that they do three things at once:

1. They raise commitment, by asking more of your audience in a natural way (like exchanging an email or spending five minutes answering questions).
2. They raise authority, by demonstrating your expertise in a structured, helpful format.
3. They raise hands, by allowing prospects to self-identify as someone who needs your help.

And the most effective format I’ve found for this? Quizzes.

Why Quizzes Work So Well

There’s a reason quizzes have exploded in popularity, not just in consumer marketing, but also in B2B and service-based businesses.

A well-structured quiz, or ‘scorecard’, feels useful and engaging to your audience. It gives them clarity on their current situation, shows them what’s possible, and offers tailored guidance that meets them where they are. It also delivers valuable data to you, the creator, helping you understand your leads better and sell more effectively.

Here’s why they’re so powerful:

• They feel personalised
• They position you as an expert
• They encourage self-diagnosis
• They scale without requiring more of your time
• They allow you to collect contact info ethically
• They start conversations in a way that feels organic, not forced

Instead of you chasing leads, your quiz gets them to come to you, already curious, already invested, already thinking about how you can help.

How It Works

Let me walk you through how we use quizzes at Kurogo. We created a Personal Brand Scorecard that helps our audience assess how strong their current brand is. After answering a series of questions, they get a custom score and personalised insights based on their responses. We segment users into low, medium, and high scorers, and each segment gets different advice based on their needs.

We then offer them additional resources (like a guide) and give them the option to book a call with us.

The whole experience is automated using ScoreApp, a platform built specifically for these kinds of quizzes. It handles the scoring, landing pages, results pages, and lead capture. More importantly, it allows us to continuously generate qualified leads with very little manual input.

Here’s what the process looks like behind the scenes:

1. A visitor lands on our quiz page after seeing a post or visiting our profile
2. They complete the quiz and give us their name and email to access results
3. Based on their answers, they get tailored insights and next steps
4. We follow up with them via email, adding value and inviting them to take the next step

It’s simple, clean, and repeatable. And best of all, it feels good for both sides.

Building Your Own Scorecard

Creating your own quiz doesn’t need to be complicated.

Start by identifying the area you help people with, whether that’s marketing, operations, leadership, sales, fitness, or something else. Then, think about 20 to 30 questions you’d ask someone to evaluate how well they’re doing in that area.

Next, design a simple scoring system. Give each answer a score between 0 and 2, where 0 suggests poor performance and 2 indicates strong performance. Once someone completes the quiz, their total score will place them in a category, such as beginner, intermediate, or advanced — and you can deliver tailored advice for each group.

You’ll also want to create a compelling landing page to explain the value of taking the quiz. This is where you’ll collect contact details and set the tone. Once the quiz is complete, your results page should offer clear, actionable advice and an invitation to go deeper, whether that’s through a guide, a workshop, or a call.

Platforms like ScoreApp make this process easy, but the real power comes from how you use the tool, and how you promote it.

Promoting Your Quiz

Creating your quiz is only the first step. To get results, you need to integrate it into your wider content strategy. Here are a few places to start:

• Mention it regularly in your LinkedIn posts, especially when discussing the pain points it addresses
• Add it to your LinkedIn profile link or feature section
• Share it in your email newsletter, with a strong focus on the value it delivers
• Use it in both cold and warm outreach messages, framed as a useful resource rather than a sales pitch

The more you position it as a helpful, insight-driven tool, the more naturally people will engage with it.

And as more people complete it, you’ll start to gather useful data, both for lead generation and content creation. You’ll learn what your audience struggles with most, what they’re already doing well, and where they need support. That kind of insight is pure gold.

Final Thoughts

If you’re tired of feeling like you’re chasing leads, or relying on outdated tactics that don’t reflect the quality of your work, it might be time to change the approach. Quizzes are more than just lead magnets. They’re conversation starters. They build trust. They help people realise what they need, and show them that you are the one who can help.

With a single Scorecard, you can consistently attract qualified leads, nurture warm prospects, and position yourself as the go-to expert in your space, without ever needing to cold pitch again.

Ready to try it yourself? Start planning your first quiz today.

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