They Ask You Answer by Marcus Sheridan Summary

They Ask, You Answer outlines a revolutionary content marketing strategy centered on radical transparency. The book teaches businesses to address customer questions openly through blogs, videos, and social media, building trust and driving sales. Sheridan’s method, proven during the 2008 recession with his pool company, emphasizes creating educational content that tackles pricing, objections, and comparisons head-on.

This book is essential for marketers, business owners, and sales leaders seeking to transform customer communication. It’s particularly valuable for organizations aiming to leverage SEO, improve lead generation, or establish thought leadership. Sheridan’s practical advice resonates with teams navigating digital transformation or struggling with stagnant sales pipelines.

Yes—it’s a New York Times-recognized bestseller with over 100,000 copies sold. The book combines actionable frameworks with real-world success stories, including Sheridan’s own business revival. Readers gain strategies to create customer-centric content, optimize SEO, and foster trust, making it a cornerstone resource for modern marketing.

Key concepts include:

• Radical transparency: Addressing sensitive topics like pricing and competitors directly.
• Educational content: Prioritizing customer education over traditional sales pitches.
• The "Big 5" subjects: Pricing, problems, comparisons, reviews, and "best in class" topics.

Sheridan argues that answering these questions openly positions businesses as trusted advisors.

“In the age of the consumer, you no longer get to decide what’s relevant—your customers do.” This quote encapsulates the book’s core philosophy: aligning content with customer needs rather than corporate agendas. Sheridan emphasizes that relevance drives organic traffic and conversions.

The book advocates for a systematic process:

1. Identify frequently asked customer questions.
2. Create detailed, SEO-optimized answers (blogs, videos, guides).
3. Distribute content across platforms and repurpose it over time.

This approach turns websites into lead-generation engines by addressing search intent and reducing buyer hesitation.

Sheridan’s strategy helped his pool company survive the 2008 crisis and later influenced Fortune 500 firms like Microsoft and Whirlpool. Case studies show businesses increasing organic traffic by 300%+ and shortening sales cycles through transparent content. The method is now a global standard for trust-driven marketing.

Unlike traditional marketing guides, Sheridan’s work prioritizes customer empowerment over persuasion. It diverges from SEO-focused manuals by stressing human connection, while offering more actionable steps than theoretical branding books. Its hybrid sales-marketing approach makes it unique in the genre.

Some argue the method requires significant time investment to produce high-quality content consistently. Others note it works best for businesses with complex products/services. However, Sheridan addresses these concerns by emphasizing scalability through repurposing and team alignment.

As AI and automation dominate marketing, Sheridan’s human-centric principles counterbalance tech overload. The book’s focus on trust-building aligns with 2025 consumer demands for authenticity. Updated editions integrate AI tools for content creation while maintaining core transparency tenets.

Sheridan wrote They Ask, You Answer after saving his pool company through content marketing during the 2008 recession. His hands-on experience—from bankruptcy brink to industry leader—lends credibility. The book reflects his journey as a entrepreneur-turned-consultant for major brands.

The core framework involves a cyclical process:

1. Listen: Identify customer questions via sales teams, surveys, and searches.
2. Create: Develop comprehensive answers in multiple formats.
3. Optimize: Use SEO and social media to maximize reach.
4. Measure: Track engagement and sales conversions to refine strategy.