They Ask, You Answer by Marcus Sheridan

Last updated: Oct 2, 2023

Summary of They Ask, You Answer by Marcus Sheridan

They Ask, You Answer by Marcus Sheridan is a comprehensive guide that teaches businesses how to effectively use content marketing to attract and engage customers. The book emphasizes the importance of answering customer questions honestly and transparently, and provides practical strategies for creating valuable content that builds trust and drives sales.

The book begins by highlighting the shift in consumer behavior, where customers now have access to vast amounts of information online and expect businesses to provide them with the answers they need. Sheridan emphasizes that businesses must embrace this change and become the go-to source of information for their customers.

One of the key principles of the book is the concept of "They Ask, You Answer." Sheridan explains that businesses should proactively address the questions and concerns that customers have, rather than avoiding or ignoring them. By openly addressing these questions, businesses can build trust and establish themselves as industry experts.

Sheridan provides a framework for creating content that effectively addresses customer questions. He emphasizes the importance of being transparent and honest, even when the answers may not be what customers want to hear. He also stresses the need for businesses to focus on creating content that is educational, rather than promotional.

The book also delves into the importance of video marketing, as Sheridan believes that video is the most powerful medium for answering customer questions. He provides tips and strategies for creating engaging and informative videos that resonate with customers.

In addition to content creation, They Ask, You Answer also covers the importance of effective website design and optimization. Sheridan explains how businesses can optimize their websites to improve search engine rankings and attract more organic traffic.

Furthermore, the book explores the role of sales and marketing alignment in content marketing success. Sheridan emphasizes the need for sales and marketing teams to work together to create a seamless customer experience and ensure that the content produced aligns with the sales process.

Throughout the book, Sheridan provides numerous real-life examples and case studies to illustrate the effectiveness of the "They Ask, You Answer" approach. He also includes actionable tips and strategies that businesses can implement immediately to start seeing results.

In conclusion, They Ask, You Answer is a comprehensive guide that teaches businesses how to leverage content marketing to attract and engage customers. By embracing transparency, addressing customer questions, and providing valuable content, businesses can build trust, establish themselves as industry experts, and ultimately drive sales.

1. The Power of Transparency

In "They Ask, You Answer," Marcus Sheridan emphasizes the importance of transparency in business. He argues that being open and honest with customers builds trust and credibility, ultimately leading to increased sales and customer loyalty. By addressing common questions and concerns openly, businesses can establish themselves as industry experts and gain a competitive edge.

Transparency also extends to pricing. Sheridan suggests that businesses should be upfront about their pricing, even if it means revealing prices that are higher than their competitors. This transparency helps customers make informed decisions and eliminates any surprises or hidden costs. By embracing transparency, businesses can foster a culture of trust and authenticity, which resonates with customers and sets them apart from their competitors.

2. The Importance of Addressing Customer Concerns

Sheridan emphasizes the need for businesses to address customer concerns head-on. He argues that by openly discussing potential drawbacks or negative aspects of their products or services, businesses can build trust and credibility with their audience. By acknowledging and addressing concerns, businesses can demonstrate that they genuinely care about their customers' needs and are committed to providing the best possible solutions.

Addressing customer concerns also helps businesses overcome objections and build stronger relationships with their audience. By openly discussing potential drawbacks, businesses can position themselves as problem solvers and show that they are willing to go the extra mile to meet their customers' needs. This approach not only helps businesses gain customer trust but also allows them to differentiate themselves from competitors who may shy away from addressing potential concerns.

3. The Power of Storytelling

Sheridan highlights the power of storytelling in "They Ask, You Answer." He argues that stories have a unique ability to captivate and engage audiences, making them more likely to remember and connect with the information being shared. By incorporating storytelling into their content marketing strategies, businesses can create a deeper emotional connection with their audience and make their messages more memorable.

Storytelling also helps businesses humanize their brand and establish a personal connection with their customers. By sharing relatable stories and experiences, businesses can show that they understand their customers' challenges and have the expertise to help them overcome them. This approach not only builds trust and credibility but also sets businesses apart from competitors who may rely solely on facts and figures.

4. The Power of Video

Sheridan emphasizes the power of video as a content marketing tool. He argues that video is a highly engaging and effective medium for delivering information and building trust with customers. By incorporating video into their content strategies, businesses can create a more immersive and interactive experience for their audience.

Video also allows businesses to showcase their products or services in action, making it easier for customers to understand their value and benefits. Additionally, video content is more likely to be shared and consumed by a wider audience, increasing brand visibility and reach. By leveraging the power of video, businesses can enhance their content marketing efforts and connect with their audience on a deeper level.

5. The Importance of SEO

Sheridan emphasizes the importance of search engine optimization (SEO) in "They Ask, You Answer." He argues that businesses need to understand how their target audience searches for information and optimize their content accordingly. By aligning their content with relevant search queries, businesses can increase their visibility in search engine results and attract more organic traffic.

SEO also helps businesses establish themselves as industry experts. By consistently creating high-quality, informative content that addresses their audience's questions and concerns, businesses can improve their search rankings and position themselves as trusted sources of information. By investing in SEO, businesses can drive more targeted traffic to their websites and generate valuable leads.

6. The Power of Customer Reviews

Sheridan highlights the power of customer reviews in "They Ask, You Answer." He argues that customer reviews are a valuable source of social proof and can significantly influence purchasing decisions. By actively encouraging and showcasing customer reviews, businesses can build trust and credibility with their audience.

Customer reviews also provide businesses with valuable feedback and insights into their products or services. By listening to customer feedback and addressing any issues or concerns raised in reviews, businesses can continuously improve their offerings and provide a better customer experience. By leveraging the power of customer reviews, businesses can strengthen their reputation and attract more customers.

7. The Importance of Sales and Marketing Alignment

Sheridan emphasizes the importance of aligning sales and marketing efforts in "They Ask, You Answer." He argues that sales and marketing teams need to work together to create a seamless customer experience and drive business growth. By aligning their strategies and messaging, businesses can ensure a consistent and cohesive brand experience for their audience.

Alignment between sales and marketing also helps businesses better understand their customers' needs and preferences. By sharing insights and feedback, sales and marketing teams can collaborate to create more targeted and effective campaigns. This alignment ultimately leads to improved lead generation, conversion rates, and overall business success.

8. The Power of Empathy

Sheridan emphasizes the power of empathy in "They Ask, You Answer." He argues that businesses need to understand their customers' pain points and challenges to provide meaningful solutions. By putting themselves in their customers' shoes, businesses can create content and experiences that resonate on a deeper level.

Empathy also helps businesses build stronger relationships with their audience. By showing genuine care and understanding, businesses can establish trust and loyalty with their customers. This approach not only leads to increased customer satisfaction but also generates positive word-of-mouth and referrals. By embracing empathy, businesses can create a customer-centric culture that sets them apart from their competitors.