A revolutionary marketing strategy proven to drive sales and growth
They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your page shuffled to the bottom of the heap. Quality content is the key to success, and you already have the ingredients in-house. This book shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries.
Author Marcus Sheridan's pool company struggled after the housing collapse; today, they're one of the largest pool installers in the U.S., turning away millions of dollars in business they simply cannot accommodate every year. How did he manage it? He answered questions. This book shows you how Marcus's strategy can work for your business, and how to use your keyboard to bring customers through the door.
- Boost your company's web presence with methods that work
- Build a level of trust that generates customer evangelism
- Leverage your in-house resources to produce winning content
- Utilize tactics that work, regardless of industry or sector
When people have questions, they ask a search engine. If you have answers, the right content strategy will get them to the top of the search results and seen by millions of eyes every day. Drop the marketing-speak, stop "selling," and start answering. Be seen as an authority, not just another advertisement. They Ask You Answer describes a fresh approach to marketing and the beginning of big things for your business.
From the Inside Flap
They Ask, You Answer shows you how much today's buyers have changed, and how you must evolve your sales and marketing if you want to reach them. If you're ready to become the most trusted voice within your industry, and need a roadmap, then They Ask, You Answer can revolutionize your business. Marcus Sheridan knows, because he did it with his own small business—and created the #1 ranked website in his industry.
The story of how Marcus Sheridan saved his swimming pool company—River Pools and Spas—from the economic collapse of 2008 has been featured in multiple books, publications, and talks around the world, and today River Pools and Spas is one of the largest builders in the country.
The core reason Marcus's company was able to achieve so much success came down to an incredibly simple, yet powerful transformational business approach—They Ask, You Answer.
By becoming the "Wikipedia" of pools, Marcus showed just how much impact honest, transparent content can have on today's buyer and ultimately alter the sales process for good. With this success, Sheridan went on to become a world-renowned speaker and consultant on the subjects of digital sales, marketing and branding, helping other organizations, B2B and B2C, embrace their own form of They Ask, You Answer and just like River Pools and Spas, become the trusted voice of their industry.
Marcus explains the types of content necessary to produce incredible results, and includes case studies of companies that have embraced the principles of They Ask, You Answer—including the financial impact these practices had on their organizations.
From the Back Cover
TURN CUSTOMERS INTO EVANGELISTS TO DRIVE SALES AND GROWTH
They Ask, You Answer explains a simple approach to inbound marketing with an exceptional track record across many industries. How can a single approach to selling be so versatile? Simple—it's all about the customer. All potential customers need answers along their way to making a purchase, and They Ask, You Answer shows you how to become the oracle in your industry.
Before Marcus Sheridan founded The Sales Lion to coach and consult on world-class communication strategies, he turned around a pool installation company on the edge of collapse during the 2008 financial crisis—using the methodology described in this book. He understood his customers' problems and took the brave step to openly talk about them on his company's website. Whether you're a one-man sales team (like Marcus was) or managing a department, this resource gives you all the practical techniques and proven advice you need to develop a profitable inbound marketing strategy based on quality content. Along the way, examples and revealing case studies show you how companies are benefitting from these techniques. Without a marketing degree or computer expertise, you can immediately attract high-quality prospects into your internet sales funnel by:
- Replacing outdated hacks like keyword stuffing and link building with genuine content that will be useful along the buyer's journey
- Getting buy-in from your organization and inspiring in-house experts to produce authoritative content
- Raising your company's digital profile and enabling delighted customers to tell others about their experience
About the Author
MARCUS SHERIDAN is Founder and President of The Sales Lion, a coaching and consultancy firm synonymous with inbound and content marketing excellence. The Sales Lion is also a Platinum HubSpot Partner. Marcus is an award-winning speaker and named a "web marketing guru" by The New York Times.
Most helpful customer reviews
3 of 3 people found the following review helpful.
I haven't felt more inspired since starting our company 12 years ago
By Greg K.
Marcus is a great teacher and it shows throughout the entire book. I honestly haven't read a book for close to 15 years. I couldn't put this down until it was finished the same day. After finishing, I quickly thought about all of the questions we have had over the years and had a list of over 80 right away. I wrote our first post and had it published within 24 hours of buying the book. I highly recommend that you buy "They Ask, You Answer" and get to work. Thank you for sharing, it is very much appreciated!
2 of 2 people found the following review helpful.
He then takes the reader through the steps of implementing TAYA beginning with the 5 types of articles/videos that best fit the
By Ron Whitaker
I'm about half way through "They Ask, You Answer" and am loving it!
Author Marcus Sheridan starts out by telling his story, and how he discovered the They Ask, You Answer principle.
He then takes the reader through the steps of implementing TAYA beginning with the 5 types of articles/videos that best fit the TAYA principle.
The concepts presented are simple and provide effective measures for creating quality content for your website.
1 of 1 people found the following review helpful.
See all 25 customer reviews...
Just love his style!
By A. Kuenn
I met Marcus almost 6 years ago. We immediately formed a bond and we both believe in the very same content marketing principles. Our company offers content marketing workshops and we have taught more than 7,000 people over the last several years. Many of the concepts explained in this book are taught in every single one of this workshops. Why? Because they work. And Marcus shows you case study after case study to prove it.
You don't have to spend thousands to travel and attend a workshop, buy this book instead and actually follow the lessons learned. That's how you will find your way into successful content marketing.