They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Revised and Updated

Summary of They Ask, You Answer

1. 1

   Transform Your Business by Answering What Customers Really Want to Know

   

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   When Marcus Sheridan's fiberglass pool company faced bankruptcy during the 2008 recession, he discovered something that would not only save his business but revolutionize it. Customers weren't making buying decisions based on traditional marketing anymore-they were researching extensively online before contacting companies. This revelation led to a deceptively simple approach: answer every question customers ask, honestly and thoroughly. By creating an article addressing fiberglass pool pricing, Sheridan generated over $6 million in sales-literally saving his business. The New York Times later featured this approach with the headline: "A Revolutionary Marketing Strategy: Answer Customers' Questions"-highlighting how something so fundamentally simple could transform modern business. Modern consumers make approximately 70% of their buying decision before ever speaking with a company representative-a dramatic shift from just a decade ago. Yet most businesses continue operating with outdated models that prioritize sales departments over marketing efforts. The internet has democratized information access, transferring power from salespeople to consumers. Where buyers once relied on sales representatives for product details, they now expect comprehensive answers online before initiating contact. Companies resisting this change often hide behind the "we're different" phenomenon-the universal belief that their business is uniquely exempt from these trends. In reality, all businesses fundamentally operate on the same currency: consumer trust. The organizations thriving today have recognized that becoming the most trusted voice in their industry creates the ultimate competitive advantage. This requires abandoning "ostrich marketing" and embracing radical transparency that addresses every customer concern, even when uncomfortable.

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   The Big 5: Content Topics That Drive Revenue and Build Trust

   Start Listening

   After analyzing his website data, Sheridan identified five content categories that consistently generated the most traffic, leads, and sales: 1. **Pricing and Costs**: Few businesses address pricing online, claiming "every solution is different." Yet consumers don't need exact figures-they simply want transparency about cost factors. 2. **Problems**: Buyers worry more about potential issues than benefits. By addressing product limitations honestly, businesses build trust. Sheridan's article on fiberglass pool problems generated over $1 million by acknowledging drawbacks while explaining solutions. 3. **Versus and Comparisons**: Buyers compare options before deciding. Sheridan's article comparing pool types was the first in his industry to address this common question-generating hundreds of thousands in revenue. 4. **Reviews**: Consumers trust third-party opinions more than company claims. Sheridan wrote an article listing excellent competitors (excluding his own company), establishing River Pools as an industry expert. 5. **Best in Class**: Buyers love rankings and understanding how options compare. This content positions companies as knowledgeable industry experts with perspective beyond their specific offerings.

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   Assignment Selling: Turning Content Into Your Best Salesperson

   Start Listening

   Content marketing must be integrated throughout the sales process. Sheridan discovered prospects who read 30+ pages on his website before their first sales appointment bought 80% of the time, versus just 25% for those who didn't. This insight led to "assignment selling" - strategically using educational content during the sales process. Rather than immediately scheduling quotes, Sheridan would send curated materials for prospects to review beforehand. This created better-informed buyers and more productive conversations focused on specific needs rather than basic education. The approach transforms salespeople into trusted advisors who earn the "special rights of a teacher." When prospects claimed they lacked time to review materials, Sheridan explained that uninformed customers typically have poor experiences. This strategy yielded three outcomes: prospects would complete the content, showing serious interest; reschedule until they could review it; or self-disqualify. All these prevented wasting time with price-focused buyers. The data was clear: fewer than 5% of prospects who skipped their "homework" became customers, while those who completed assignments closed at dramatically higher rates.

4. Chapter 4

   Building a Culture of Content: Essential Elements for Success

   For content marketing to succeed, organizations need four essential elements working in harmony: 1. **Company-wide buy-in through education**: Everyone from executives to front-line staff must understand content marketing's purpose, with role-specific training showing how each department contributes. 2. **Insourcing by utilizing existing employees**: Tapping into employees' knowledge produces more authentic content than outsourcing, with subject matter experts becoming valuable contributors. 3. **A dedicated content manager who owns the effort**: Someone must be solely responsible for driving content strategy, with expertise in editorial planning, creation, distribution, and analytics. 4. **The right tools to calculate ROI**: Businesses need proper tracking from visitor sources to closed sales, including analytics platforms, CRM integration, and attribution modeling. Many companies fail by treating content marketing as just another initiative rather than a business philosophy. Success requires long-term commitment, resources, and patience.

   Chapter 5

   The Visual Revolution: Embracing Video as Essential Media

   With video projected to account for 82% of consumer internet traffic (Cisco), yet most business websites containing minimal video content, companies face a significant opportunity gap. This reality demands a mindset shift: "We are all media companies, whether we like it or not." Modern buyers need to see what you offer, not just read about it. Sheridan developed "The Selling 7" framework - seven video types generating the quickest results: • **The 80 Percent Video**: Addresses questions identical across sales calls • **Bio Videos**: Humanize your business by showcasing team members • **Product and Service Fit Videos**: Honestly address who benefits from your product and who doesn't • **Cost and Pricing Videos**: Address factors that drive costs up or down For businesses embracing video, hiring a full-time videographer is becoming as essential as having a sales manager - someone who serves as your company's visual storyteller.

   Chapter 6

   The Transformation Timeline and Real-World Results

   Companies implementing They Ask, You Answer typically progress through five stages over three years: 1. **Months 1-3**: Begin publishing, engage sales team, implement assignment selling. 2. **Months 2-5**: Gain search visibility through consistent content. 3. **Months 3-6**: Experience significant lead generation increases. 4. **Months 4-18**: Convert content-driven leads into sales and revenue. 5. **Months 18-36**: Achieve snowball effect - initial effort transforms into self-sustaining momentum. The results are compelling: Yale Appliance grew from $37 million to over $120 million annually while increasing margins in a typically low-profit industry. Mazzella Companies saw a 650% increase in monthly leads and nearly $20 million in additional revenue within 18 months. The three recommended investments - content manager, videographer, and ROI measurement tools - typically cost the equivalent of one salesperson. Unlike a salesperson's limited capacity, content works 24/7, reaching thousands of prospects simultaneously. These positions function not as "marketing expenses" but as "sales drivers" with exceptional scale.

   Chapter 7

   The Only Question That Matters: Can You Afford Not To?

   Digital is the great equalizer. Small companies with compelling content regularly outrank industry giants on Google, while authentic videos build trust faster than traditional advertising. Those willing to shift their mindset can leapfrog competitors, while those ignoring changing buyer behaviors fall behind. Don't ask if you can afford this approach. Ask instead: "What's the cost of inaction?" Your competitors are likely already moving in this direction, widening the digital trust gap daily. They Ask, You Answer isn't revolutionary - answering customer questions honestly is common sense. Yet few businesses embrace this transparency. Will you become your industry's best teacher, obsess over customer questions, answer with fierce honesty, and win their trust? The future belongs to those who do.

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