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
4 of 4 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.
2 of 2 people found the following review helpful.
Required reading for any modern CMO, Marketing Director or VP of Sales
By Joe Sullivan
I'm a marketing agency owner and read a lot of books about Marketing and Sales. They Ask You Answer is the best thing I've read on the topics of content and inbound marketing. In about four or five waves, I've bought over 60 copies of this book over the past few months and have been sending them to clients and prospective customers simply because no one has done a better job than Marcus at explaining content and inbound marketing in a way that the average person can grasp.
Though the personal success story Marcus tells about saving his dying pool business (and then proceeding to build a giant in that space) is a B2C example, the core strategies and tactics he illustrates are absolutely what B2B companies need to be doing NOW.
Marcus takes the marketing concepts that he illustrates in Part 1 of the book and then applies them to Sales and even other parts of an organization in a way that's both easily digestible and actionable. They Ask You Answer should be required reading for any modern CMO, Marketing Director or VP of Sales.
0 of 0 people found the following review helpful.
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Okay so this review is biased, but I am known for being a truthful person. My wife says to truthful at times. This book rocks and as I always knew Marcus Sheridan would make an impact on the marketing world one day. He is not just a great writer but he is an absolute marketing genius. I have had the opportunity to work with him as a business partner and as family and he is passionate about everything he does. This passion shines through in all aspects of his life and in this book. This is the first of many books I am sure and if you take the time to read They Ask You Answer you will find the answers you are looking for in your business, now implement them. Great Book