They Ask, You Answer – by Marcus Sheridan – It’s so wonderful to read a book and agree the whole time, out loud, with the lessons and perspectives inside it’s pages. Marcus Sheridan built one of the most successful pool companies in the world, by focusing on being the BEST TEACHER about his industry, and creating content based off the questions his customers were asking. By approaching his business from the They Ask, You Answer framework, his content always outshined the competition because he wasn’t talking about his product, he was candidly TEACHING people how to be smarter about his product.
With revelations that successful content should be easily understood, that content injected into the sales process converts more leads, that content never sleeps and is constantly selling for you, it is with great enthusiasm that I mention we wholeheartedly endorse “content marketing” and are making headway into incorporating the lessons of “They Ask, You Answer” into our own processes.
From the flap – When people have questions, they ask a search engine. If you have answers, the right content strategy will get them to the top of the search results and seen by millions of eyes every day. Drop the marketing-speak, stop “selling,” and start answering. Be seen as an authority, not just another advertisement. They Ask You Answer describes a fresh approach to marketing and the beginning of big things for your business.