They Ask You Answer
A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer
byMarcus Sheridan, Krista Kotrla
Book Edition Details
Summary
In a digital landscape teeming with information, the power to captivate lies in the authenticity of your voice. "They Ask, You Answer" by Marcus Sheridan revolutionizes traditional marketing wisdom, urging businesses to abandon outdated tactics for a strategy rooted in transparency and trust. This isn’t just about selling; it’s about becoming the go-to source of knowledge for your audience, answering their unasked questions before they even know they have them. With its revised edition, Sheridan arms you with cutting-edge tools like real-time conversation technology and video, alongside fresh case studies and expert insights. Whether you’re engaging with B2B or B2C sectors, this guide equips you to not only thrive in today’s market but also anticipate the shifts of tomorrow. As you transform into an educator, your business will grow, powered by the genuine connections you forge with your audience.
Introduction
In today's digital landscape, the gap between what customers want to know and what businesses are willing to share has become a chasm that swallows trust, leads, and sales. Every day, potential customers fire up their search engines with burning questions about products, services, and solutions, only to find websites filled with generic marketing speak that dodges their real concerns. Meanwhile, businesses wonder why their carefully crafted promotional content fails to convert browsers into buyers. The marketplace has fundamentally shifted. Consumers now control 70 percent of the buying process before they ever speak to a salesperson. They research exhaustively, compare relentlessly, and make decisions based on who provides the most honest, transparent, and helpful information. Yet most companies continue to operate under outdated assumptions about what drives purchasing decisions, clinging to the belief that revealing too much information will somehow disadvantage them competitively. This transformation presents an unprecedented opportunity for forward-thinking businesses. Those who embrace radical transparency, who answer every question their customers ask regardless of how difficult or uncomfortable those questions might be, will emerge as the trusted voices in their industries. The path forward isn't about having the best product or the lowest price. It's about becoming the teacher your customers desperately need, the guide who illuminates their journey from confusion to clarity, from hesitation to confident action.
Becoming the Most Trusted Voice in Your Industry
The foundation of digital trust begins with a fundamental shift in perspective from seller to teacher. When businesses position themselves as educators first and vendors second, they create an entirely different dynamic with potential customers. This teaching mindset transforms every piece of content, every interaction, and every communication into an opportunity to demonstrate expertise while serving the customer's need to make informed decisions. The story of River Pools and Spas perfectly illustrates this transformation. In 2008, Marcus Sheridan faced potential bankruptcy as his small swimming pool company struggled against economic collapse. Traditional advertising had failed, leads had dried up, and the business teetered on the edge of closure. Rather than accepting defeat, Marcus made a radical decision that would not only save his company but revolutionize how he thought about business communication. Late one night at his kitchen table, Marcus began writing articles that answered every question he had ever been asked about fiberglass swimming pools over nine years of selling them. He didn't filter these questions based on whether they made his company look good or bad. He didn't avoid topics that might introduce customers to competitors. Instead, he answered honestly, thoroughly, and transparently, treating each article as if he were sitting across from a friend who genuinely needed help making a smart decision. The results were staggering. Within months, River Pools became the most visited swimming pool website in the world. More importantly, customers began arriving at sales appointments already 70 percent decided, having consumed extensive educational content that built trust long before the first handshake. This approach generated millions in revenue and transformed a failing business into an industry leader. To implement this teaching approach, start by documenting every question prospects ask during sales conversations, customer service calls, and informal interactions. These questions become your content roadmap. Address each one thoroughly in articles, videos, or other formats, always prioritizing the customer's need to understand over your desire to sell. Remember that your willingness to educate, even on topics that might initially seem unfavorable, ultimately positions you as the trusted advisor customers seek in their decision-making process.
The Big 5: Content That Drives Sales and Trust
Five specific categories of content consistently drive the most traffic, leads, and sales across all industries and business types. These topics represent the core concerns every buyer has during their research process, yet most businesses systematically avoid addressing them on their websites and marketing materials. Understanding and embracing these five areas becomes the cornerstone of building trust through transparency. Marcus discovered these patterns while analyzing the most successful content on the River Pools website. Certain articles dramatically outperformed others in terms of both search engine rankings and lead generation. After careful analysis, five distinct categories emerged: pricing and costs, problems and limitations, versus and comparisons, reviews and rankings, and best in class recommendations. These weren't coincidentally popular topics; they represented the fundamental questions every buyer asks before making any significant purchase decision. The breakthrough came when Marcus realized that while consumers obsessively research these five areas, businesses consistently avoid discussing them online. This created massive opportunities for any company brave enough to address these topics honestly and thoroughly. When River Pools published their first article about swimming pool costs, they became the first company in their industry to tackle this subject transparently. The article immediately ranked first in Google for cost-related searches and generated millions in revenue by attracting customers who appreciated finding honest pricing information. Each of these five categories requires a specific approach. For pricing content, focus on explaining the factors that drive costs up or down rather than providing exact numbers. When discussing problems, acknowledge legitimate limitations while explaining how to minimize or work around them. For comparisons, present unbiased evaluations that help customers understand which solutions work best for different situations. Reviews should be honest assessments based on real experience and data. Best in class content positions you as an industry expert who understands the entire competitive landscape. Begin implementing The Big 5 by identifying which topics your sales team discusses most frequently with prospects. Start with the subject that generates the most questions or objections during sales conversations. Create comprehensive content that addresses these concerns thoroughly and honestly, always prioritizing the customer's need for complete information over your desire to control the conversation. This approach transforms you from a vendor pushing products into a trusted advisor helping customers make informed decisions.
Building an In-House Content and Video Culture
The most successful implementations of transparent communication strategies happen when businesses develop internal capabilities rather than outsourcing content creation to external agencies. While agencies can produce professional-looking materials, they cannot capture the authentic voice, deep expertise, and genuine passion that comes from the people who live and breathe your business every day. Building this capability in-house creates sustainable competitive advantages that compound over time. Krista Kotrla at Block Imaging faced exactly this challenge when she attempted to transform her medical equipment company's marketing approach. Despite her enthusiasm for content marketing, she struggled to gain buy-in from sales teams and subject matter experts who viewed content creation as someone else's job. The breakthrough came when Marcus conducted a comprehensive workshop that helped every department understand not just the what and how of content creation, but more importantly, the why behind becoming teachers in their industry. The workshop transformed skeptics into enthusiastic participants by demonstrating how content creation directly impacted their individual success. Sales team members realized that educated prospects led to shorter sales cycles and higher closing rates. Technical experts discovered that sharing their knowledge positioned them as industry thought leaders. Customer service representatives found that educational content reduced repetitive inquiries while improving customer satisfaction. Within months, Block Imaging had dozens of employees regularly contributing content, generating millions in additional revenue. The key to building this culture lies in making content creation feel natural rather than burdensome. Start by identifying each person's communication strengths. Some team members excel at writing detailed explanations, others perform well on camera, and many serve as excellent interview subjects for others to question. Create simple processes that allow people to contribute in ways that feel comfortable and natural to them. Focus initial efforts on questions and topics that directly relate to each person's daily responsibilities. Sales team members should address common objections and buyer concerns. Technical experts can explain complex concepts in simple terms. Customer service representatives can create content around frequently asked questions and common issues. This approach ensures that content creation enhances rather than detracts from existing responsibilities while building organizational knowledge and expertise that benefits everyone.
Creating Your Perfect They Ask You Answer Website
Your website serves as the digital manifestation of your commitment to transparency and education. Unlike traditional websites that focus primarily on promoting company achievements and capabilities, a properly designed educational website prioritizes answering visitor questions and solving their problems. This fundamental shift in approach transforms your website from a digital brochure into a valuable resource that builds trust while guiding visitors toward informed purchasing decisions. The homepage design should immediately communicate your willingness to address visitor concerns rather than promoting company accolades. Instead of leading with messages about how great your company is, start with the problems you solve and questions you answer. The primary navigation should reflect customer concerns rather than internal organizational structure. Create clear pathways to pricing information, comparison guides, problem explanations, and other content that addresses The Big 5 categories. Video integration becomes crucial for creating genuine connections with website visitors. Every major product or service page should include video explanations that show rather than just tell. The 80 Percent Video concept proves particularly powerful, where you create comprehensive video responses to the most common questions prospects ask during sales conversations. When prospects watch these videos before meetings, sales appointments become dramatically more productive and successful. Self-selection tools represent the future of buyer enablement. These interactive features allow visitors to answer questions about their specific needs and receive personalized recommendations. Whether it's a pricing calculator, product configurator, or compatibility assessment, these tools give prospects the power to evaluate solutions on their own terms while demonstrating your commitment to helping them make the right choice for their situation. Speed and functionality cannot be overlooked in the pursuit of educational excellence. Visitors will abandon even the most helpful content if pages load slowly or navigation feels confusing. Regular testing and optimization ensure that your educational approach actually reaches the people you're trying to help. Remember that the goal is creating the most useful resource in your industry, not just the most comprehensive one.
Summary
The path to digital trust isn't found in clever marketing tactics or persuasive sales techniques, but in the simple yet revolutionary act of honest, transparent communication. As Marcus Sheridan discovered during his darkest business moments, "Content—assuming it is honest and transparent—is the greatest sales tool in the world today." This truth has been validated by countless businesses that transformed their industries by choosing to answer every question their customers ask, regardless of how difficult or uncomfortable those conversations might be. The marketplace rewards teachers, not promoters. Customers gravitate toward businesses that help them make informed decisions rather than those that simply push products or services. By embracing the philosophy of radical transparency, addressing The Big 5 content categories, building internal capabilities, and designing websites that truly serve customer needs, any business can become the trusted voice in their industry. The question isn't whether this approach works, but whether you have the courage to implement it fully. Start today by writing down the most common questions prospects ask during your sales process, then commit to answering one of them thoroughly and honestly this week. This single act begins your transformation from vendor to trusted advisor, from competitor to industry leader, from struggling for attention to being sought out as the definitive resource in your field.
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