Key Takeaways
1. Embrace "They Ask, You Answer" as a business philosophy
Consumer ignorance is no longer a viable sales and marketing strategy.
Shift your mindset. "They Ask, You Answer" is more than a marketing tactic; it's a fundamental approach to business that prioritizes transparency and customer education. This philosophy recognizes that modern buyers conduct extensive online research before making purchasing decisions. By proactively addressing customer questions and concerns, businesses can build trust and establish themselves as industry leaders.
Transform your company culture. Implementing "They Ask, You Answer" requires buy-in from all departments, especially sales and marketing. Break down silos and encourage collaboration to create content that truly addresses customer needs. This approach not only improves your online presence but also enhances the overall customer experience, leading to increased sales and customer loyalty.
Overcome common objections. Many businesses hesitate to embrace this philosophy, fearing that sharing too much information will benefit competitors or deter potential customers. However, the reality is that consumers will find this information elsewhere if you don't provide it. By being the trusted source of information, you position your company as the go-to expert in your field.
2. Address The Big 5 topics to build trust and drive sales
Consumers do want to know what your business believes about these types of questions; otherwise, they wouldn't ask you the question in the first place.
Focus on critical topics. The Big 5 are the most common subjects that consumers research when making purchasing decisions:
- Cost and pricing
- Problems and negatives
- Comparisons and versus
- Reviews and ratings
- Best-in-class or best-of lists
Create comprehensive content. For each of these topics, develop in-depth articles, videos, and other content that thoroughly addresses customer questions and concerns. Be honest and transparent, even when discussing potential drawbacks or limitations of your products or services. This approach builds trust and demonstrates your commitment to helping customers make informed decisions.
Differentiate through transparency. By addressing these topics more comprehensively than your competitors, you'll stand out in your industry and attract more qualified leads. Remember, if you don't provide this information, your competitors will – and they'll likely win the business.
3. Implement assignment selling to qualify leads and shorten sales cycles
Homework (education) can tell us a lot about the prospect.
Educate before selling. Assignment selling involves providing potential customers with educational content before sales meetings. This approach ensures that prospects are well-informed about your products or services, leading to more productive conversations and shorter sales cycles.
Qualify leads effectively. By requiring prospects to review specific content before meetings, you can gauge their level of interest and commitment. Those who complete the "homework" are more likely to be serious buyers, allowing your sales team to focus their efforts on the most promising opportunities.
Customize the approach. Tailor the assigned content to each prospect's specific needs and concerns. This might include:
- Industry-specific case studies
- Product comparison guides
- Video demonstrations
- Pricing information
4. Create a culture of insourcing for authentic content creation
"Having someone on your team dedicated to producing content is invaluable. Many people work with agencies or outsource their content to freelancers. These people are never really going to understand your brand, your products, or services."
Leverage internal expertise. Insourcing involves using your existing employees' knowledge to create educational content. This approach results in more authentic, detailed, and accurate information that truly reflects your company's expertise and values.
Engage all departments. Encourage participation from various teams, including sales, customer service, and product development. Their firsthand experiences and insights are invaluable for creating content that resonates with your audience.
Benefits of insourcing:
- More accurate and detailed content
- Faster content production
- Improved employee engagement
- Stronger alignment between content and company values
5. Hire a dedicated content manager to drive your content strategy
Someone must own the content marketing efforts within the company, and that same person is key in involving everyone else.
Prioritize content creation. A full-time content manager ensures that your content strategy remains a top priority and is consistently executed. This role is crucial for maintaining the momentum of your "They Ask, You Answer" efforts.
Key responsibilities:
- Developing and managing the content calendar
- Coordinating with subject matter experts across the company
- Writing and editing content
- Overseeing content distribution and promotion
- Analyzing content performance and ROI
Seek the right skills. Look for candidates with strong writing and editing abilities, interview skills, and project management experience. Often, individuals with journalism backgrounds excel in this role due to their ability to extract information and tell compelling stories.
6. Leverage video content to humanize your brand and boost sales
Video is a sales initiative.
Prioritize sales-focused videos. The Selling 7 are video types that have the most significant impact on sales:
- 80% Videos (addressing common questions)
- Employee Bio Videos
- Product/Service Fit Videos
- Landing Page Videos
- Cost Videos
- Customer Journey Videos
- "Claims We Make" Videos
Create a video-first culture. Encourage all team members to participate in video creation, from sales representatives to executives. Provide training and support to help employees become comfortable on camera.
Integrate video throughout the sales process. Use videos for:
- Pre-sales education
- Follow-up communications
- Addressing objections
- Demonstrating products or services
7. Design your website to prioritize buyer education and self-selection
Your goal with your homepage shouldn't be to "teach" visitors everything you want them to know.
Focus on user experience. Design your website to help visitors quickly find the information they're seeking. Prioritize clear navigation and intuitive user flows that guide visitors to relevant content based on their needs and stage in the buying process.
Key website priorities:
- Clear homepage messaging and layout
- Comprehensive educational content
- Premium content offers
- Balance of text and visual content
- Self-selection tools
- Social proof and testimonials
- Fast site speed
Implement self-selection tools. Create interactive elements that allow visitors to customize their experience and receive personalized recommendations. This might include product configurators, pricing calculators, or guided questionnaires.
8. Measure ROI and optimize your digital marketing efforts
"We put in a lot of work, but we know how much money it made. And it was well worth it."
Track key metrics. Utilize tools like HubSpot or Google Analytics to measure the impact of your content marketing efforts. Focus on metrics such as:
- Website traffic
- Lead generation
- Conversion rates
- Revenue attributed to specific content
Analyze user behavior. Use advanced tracking to understand how visitors interact with your content, which pages they visit, and what actions they take. This information can help you optimize your content strategy and improve the user experience.
Continuously improve. Regularly review your content performance and make data-driven decisions to refine your strategy. Test different approaches, update existing content, and create new content based on your findings.
9. Adapt to the rise of real-time conversations and self-selection tools
We now expect to be able to ask questions of companies about their products and services online, and have that same real-time, conversational experience we have when we're asking our spouses, partners, and friends, "Hey, what's the plan for dinner tonight?"
Embrace conversational marketing. Implement chatbots and live chat features on your website to provide immediate assistance to visitors. This approach aligns with modern consumers' expectations for quick, personalized interactions.
Provide self-service options. Develop tools that allow customers to find answers and make decisions independently. This might include:
- Interactive product guides
- Pricing calculators
- Comparison tools
- FAQ databases
Balance automation and human touch. While self-service options are important, ensure that customers can easily connect with a human representative when needed. Train your team to provide seamless support across all channels, from chat to phone to email.
Last updated:
FAQ
What's They Ask, You Answer about?
- Core Philosophy: The book by Marcus Sheridan emphasizes a customer-centric approach, focusing on answering buyers' questions to build trust.
- Content Marketing Strategy: It advocates for creating valuable content that addresses common customer inquiries, particularly in the B2B space.
- Cultural Shift: Encourages organizations to adopt a culture of teaching and listening, transforming customer engagement.
Why should I read They Ask, You Answer?
- Proven Success: The book includes real-world case studies, such as Sheridan's experience with River Pools and Spas, showing significant business growth.
- Actionable Insights: Offers practical advice and strategies that can be implemented immediately, making it a valuable resource for marketers.
- Transformative Approach: Helps shift your mindset towards a more customer-focused approach, essential in today’s digital landscape.
What are the key takeaways of They Ask, You Answer?
- Embrace Transparency: Businesses should openly discuss pricing, problems, and comparisons to build trust with potential customers.
- Focus on Education: The primary goal should be to educate customers, positioning the business as a trusted authority.
- Utilize Content Effectively: Content should address customer concerns and questions, enhancing the overall customer experience.
What is the They Ask, You Answer method?
- Customer-Centric Approach: Focuses on understanding and addressing customer questions and concerns.
- The Big 5 Topics: Identifies five key topics consumers frequently search for: pricing, problems, comparisons, reviews, and best-in-class.
- Assignment Selling: Uses educational content to prepare prospects for sales meetings, shifting focus from traditional selling to teaching.
What are the best quotes from They Ask, You Answer and what do they mean?
- “Trust is the business we’re all in.”: Emphasizes that building trust with customers is fundamental to success.
- “If you don’t show it, it doesn’t exist.”: Highlights the necessity of openly discussing pricing and potential issues.
- “Content—assuming it is honest and transparent—is the greatest sales tool in the world today.”: Reflects the power of content marketing in driving sales and building relationships.
How does They Ask, You Answer change the sales process?
- Increased Efficiency: Educating prospects before meetings leads to shorter sales cycles and higher closing rates.
- Enhanced Customer Experience: Ensures prospects feel knowledgeable and confident, leading to higher satisfaction and loyalty.
- Alignment of Sales and Marketing: Encourages collaboration between teams, ensuring both work towards educating and serving customers.
What are the Big 5 topics in They Ask, You Answer?
- Pricing and Costs: Discussing pricing openly builds trust and sets clear expectations.
- Problems: Addressing potential problems showcases transparency and honesty.
- Versus and Comparisons: Helps customers make informed decisions, positioning the business as an authority.
- Reviews: Enhances credibility and trust by showcasing real experiences.
- Best in Class: Guides customers in decision-making, reinforcing the business's role as a trusted advisor.
How can I implement the They Ask, You Answer philosophy in my business?
- Content Creation: Brainstorm customer questions and create content that answers them, such as blog posts and videos.
- Sales Training: Train your sales team to use the content as part of their sales process, aligning with the educational approach.
- Monitor and Adjust: Regularly review content performance and adjust strategy based on audience resonance.
What is the role of a content manager in They Ask, You Answer?
- Ownership of Content: Oversees the content creation process, ensuring alignment with company goals and customer needs.
- Collaboration Across Teams: Facilitates collaboration between departments to gather insights and feedback for content strategy.
- Performance Tracking: Measures content effectiveness through analytics, refining future efforts based on performance data.
How does They Ask, You Answer address the importance of video content?
- Visual Learning Preference: Highlights the trend of consumers preferring video content for its engagement and ease of digestion.
- Types of Videos: Outlines various video types, such as "80 percent videos" and customer journey videos, each serving a specific sales purpose.
- Building Trust: Video content humanizes a brand and builds trust by showcasing real people and authentic experiences.
Can I just hire an agency to do this for me?
- Limited Understanding: Agencies may not fully understand your brand, leading to generic content lacking authenticity.
- Ownership of Content: Emphasizes the importance of owning content marketing efforts in-house to reflect your brand's voice.
- Long-Term Success: Building a culture of content marketing within your organization is essential for long-term success.
What are some common pitfalls to avoid when applying They Ask, You Answer?
- Ignoring Customer Questions: Failing to address customer inquiries can lead to a lack of trust and lost sales opportunities.
- Overly Sales-Focused Content: Content should be educational rather than promotional to maintain customer engagement.
- Neglecting Follow-Up: Following up with prospects after providing content is crucial to maintain engagement and trust.
Review Summary
They Ask, You Answer receives mostly positive reviews for its practical approach to content marketing. Readers appreciate Sheridan's emphasis on answering customer questions honestly and transparently. Many find the book's advice actionable and valuable for businesses of all sizes. Some criticize the repetitive nature and simplistic writing style, while others praise its accessibility. The book is particularly recommended for those new to content marketing or looking to improve their inbound sales strategies. Overall, readers find the core concept revolutionary despite its apparent simplicity.
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