They Ask You Answer

They Ask You Answer Plot Summary

Introduction

In today's digital landscape, buyers are more skeptical and information-empowered than ever before. They research extensively, compare options meticulously, and form opinions about companies long before any conversation takes place. What separates successful businesses from struggling ones often comes down to a single factor: trust. The fundamental challenge facing every organization is how to become the most trusted voice in their industry. When prospects have countless options at their fingertips, they gravitate toward businesses that answer their questions honestly and transparently. This is not merely a marketing tactic—it's a comprehensive business philosophy that transforms how companies communicate, sell, and build relationships with customers. By obsessively focusing on addressing buyer concerns and education rather than self-promotion, you create the foundation for sustainable growth in an increasingly competitive marketplace.

Chapter 1: Embrace Radical Transparency as Your Core Strategy

Radical transparency means willingly discussing topics most businesses avoid. This approach transforms previously uncomfortable conversations into powerful trust-building opportunities. Instead of hiding behind vague messaging or industry jargon, transparent companies address questions directly—even when the answers aren't perfect. Marcus Sheridan discovered this principle while struggling to save his swimming pool company during the 2008 economic collapse. With his business on the brink of bankruptcy, he noticed an alarming trend: while consumers were researching extensively online before making purchase decisions, no swimming pool companies were providing honest answers to their most pressing questions. Facing financial ruin, Sheridan made a pivotal decision to publish an article on his website titled "How Much Does a Fiberglass Pool Cost?"—something no competitor was willing to address. This seemingly simple article explained that, like buying a car, the cost of a pool depends on various factors, options, and packages. It provided detailed price ranges without making specific promises. The response was immediate and overwhelming. Prospects began calling specifically because they had found the article, appreciating Sheridan's honesty in an industry known for obscuring pricing information until late in the sales process. Within days of publishing, the article reached the top of Google search results for numerous cost-related queries. Over time, this single piece of content generated over $6 million in sales for Sheridan's company—revenue that simply wouldn't have existed otherwise. The article literally saved his business, his home, and the livelihoods of his employees. To implement this approach, start by identifying the questions that make you most uncomfortable—the ones you typically avoid addressing until you're face-to-face with prospects. These usually involve pricing, product limitations, comparisons to competitors, and potential problems or drawbacks. Create detailed, honest content addressing each topic, and make this information easily accessible on your website. Remember that transparency doesn't mean undermining your value or revealing trade secrets. It means acknowledging reality while positioning your offerings appropriately. When customers recognize your willingness to discuss topics others avoid, they reward you with trust that translates directly into business growth.

Chapter 2: Answer Every Question Your Customers Ask

The essence of trust-building in business begins with a simple commitment: answering every question your prospects and customers might ask. This approach represents a dramatic shift from traditional marketing, which typically focuses on what companies want to say rather than what customers want to know. At Block Imaging, marketing manager Krista Kotrla faced significant resistance when she proposed a content strategy focused on answering customer questions. The sales team and leadership initially responded with familiar objections: "I don't have time" and "That's not my job." These reactions revealed a fundamental misunderstanding of how modern buyers make decisions. Krista recognized that buyers were conducting extensive research before contacting sales, but Block Imaging wasn't participating in those critical early conversations. Determined to change this dynamic, Krista arranged for a company-wide workshop to help everyone understand the importance of educational content. During this session, employees from every department brainstormed the questions they frequently heard from customers. This collaborative exercise yielded hundreds of potential content topics that addressed real buyer concerns. More importantly, it helped break down the silos between departments by demonstrating that everyone had valuable expertise to contribute. Following the workshop, employees from across the organization began contributing content. The marketing team interviewed subject matter experts, collected their insights, and transformed their knowledge into helpful articles and videos. This approach, known as "insourcing," proved far more effective than outsourcing content creation because it captured the authentic voice and expertise of the company. The results were remarkable. Within months, Block Imaging saw significant increases in website traffic and lead generation. Over time, their content strategy generated more than $20 million in sales that would not have happened otherwise. Even more impressively, the sales team began receiving emails from prospects who had already consumed their content and were ready to buy, often without requiring the typical sales pitch. To implement this approach in your organization, start by documenting every question customers ask during the buying process. Create a centralized system for collecting these questions from your entire team. Then prioritize them based on frequency and impact on the buying decision. Finally, develop a consistent process for transforming these questions into helpful content that genuinely educates rather than sells. Remember that answering customer questions isn't just about marketing—it's about fundamentally changing how your entire organization communicates with the marketplace.

Chapter 3: Turn Problems into Strengths Through Honesty

Addressing potential problems or limitations with your products and services might seem counterintuitive to traditional marketing wisdom. However, acknowledging weaknesses actually builds credibility and differentiates you from competitors who avoid discussing drawbacks. This approach transforms perceived vulnerabilities into powerful trust signals. Jason Hughes, a partner at River Pools, demonstrated this principle when he wrote an article titled "Top 5 Fiberglass Pool Problems and Solutions." This was revolutionary in an industry where competitors exclusively highlighted benefits while concealing potential issues. The article honestly explained that fiberglass pools have size limitations, can't be extensively customized, and have other characteristics that might make them unsuitable for certain buyers. When published, this transparent approach resonated deeply with consumers who were frustrated by one-sided marketing messages. The article quickly attracted significant traffic from people specifically searching for fiberglass pool problems—prospects who wanted to understand potential drawbacks before making such a significant investment. Rather than deterring these buyers, the honest assessment actually enhanced their confidence in River Pools. Over time, this single article generated more than $1 million in revenue for the company. By acknowledging limitations upfront, River Pools accomplished several important objectives: they established themselves as honest advisors rather than pushy salespeople, they helped prospects self-qualify (saving time for both parties), and they differentiated themselves in a crowded marketplace where everyone else was selling perfection. To implement this strategy, identify the most common objections or concerns about your products or services. Ask yourself: What does your competition say is wrong with what you sell? What do buyers perceive as potential drawbacks? Once you've created this list, develop content that addresses each concern directly and honestly. Explain the legitimate limitations while putting them in proper context. The goal isn't to highlight flaws unnecessarily but to provide a balanced perspective that helps buyers make informed decisions. When prospects recognize your willingness to discuss potential issues, they're more likely to trust your recommendations and expertise throughout the buying process. This approach also allows you to control the narrative around your limitations rather than leaving prospects to form conclusions based on competitor messaging or online reviews.

Chapter 4: Create Content That Genuinely Educates Buyers

Creating truly educational content means approaching topics with a teacher's mindset rather than a marketer's agenda. The difference is profound: teachers focus on student understanding, while marketers focus on persuasion. Adopting an educator's perspective transforms how you communicate with potential customers. Steve Scheinkopf, CEO of Yale Appliance, embraced this philosophy when his Boston-based retail store faced declining sales during the 2008 recession. Despite investing heavily in traditional advertising, Yale Appliance wasn't seeing meaningful results. Scheinkopf recognized that consumer buying habits were changing—people were researching extensively online before visiting stores—but the appliance industry wasn't providing the educational content these researchers sought. Scheinkopf made a bold decision to shift the company's entire marketing approach. He began publishing detailed, honest content about appliances, including articles that directly addressed topics most retailers avoided. One particularly impactful piece was "The 5 Most Serviced/Least Reliable Appliance Brands," which analyzed Yale's own repair data to identify which products required the most maintenance. Major manufacturers were furious about this transparent approach, but customers loved it. What made Yale's content strategy especially powerful was their commitment to honesty regardless of how it affected sales of specific products. When appliance brands threatened legal action over negative reviews, Scheinkopf stood firm, confident in the accuracy of his company's data. This unwavering commitment to consumer education built extraordinary trust with buyers. To implement this approach, start by identifying the most important information buyers need to make informed decisions—not just about your specific products, but about the entire purchasing process. Create comprehensive buying guides, comparison articles, and problem-solving content that serves the customer's interests, even when that means occasionally steering them toward alternatives. Measure the success of your educational content not just by conversion rates, but by engagement metrics that indicate whether people are actually learning: time on page, content shares, and direct feedback from customers who mention specific content pieces during the sales process. Remember that educational content works best when it's comprehensive, unbiased, and genuinely helpful. The goal isn't to accumulate a collection of shallow blog posts, but to develop substantive resources that truly help buyers navigate complex purchasing decisions with confidence.

Chapter 5: Transform Your Sales Process with Assignment Selling

Assignment selling transforms how sales teams use content throughout the buying process. Instead of merely hoping prospects discover your educational materials, this approach strategically assigns specific content as "homework" before sales meetings. This preparation dramatically improves the quality of sales conversations while shortening the sales cycle. Marcus Sheridan discovered the power of assignment selling after analyzing the behavior of swimming pool buyers who ultimately purchased from his company. He noticed that prospects who had viewed at least 30 pages of River Pools' website before their initial sales appointment converted at an 80% rate, compared to just 25% for those who hadn't done this research. This insight led to a complete reimagining of the sales approach. Rather than immediately scheduling appointments with interested prospects, Sheridan's team began sending educational materials first. When someone requested a quote, they would respond: "I'd be happy to meet with you, but since you're making such an important investment, I'd like to help you become well-educated first. I'm going to send you a video showing the installation process and an ebook addressing common questions about pool ownership. Would you take time to review these before our meeting?" Most prospects agreed to this homework, and the results were transformative. Sales appointments became much more productive because prospects arrived already understanding basic concepts and terminology. They asked more sophisticated questions and made decisions more quickly. Perhaps most importantly, prospects who refused to do the homework almost never purchased, allowing the sales team to focus their time on truly qualified buyers. To implement assignment selling in your organization, start by documenting the most common questions that arise during sales meetings. Create content specifically designed to address these questions, then develop a system for assigning this content to prospects before meetings. Train your sales team to explain the value of this preparation to prospects in terms of saving time and making better decisions. Be thoughtful about how much content you assign—it should be substantial enough to educate but not overwhelming. The goal is to help prospects feel informed and confident, not to create barriers. Track completion rates and correlation with sales outcomes to continuously refine your approach. Remember that assignment selling works because it aligns with how modern buyers want to purchase. They appreciate the opportunity to learn at their own pace before engaging in sales conversations, and they respect companies that respect their intelligence enough to educate rather than just sell.

Chapter 6: Build a Culture of Teaching Throughout Your Organization

Creating a culture where everyone contributes to customer education requires fundamental changes in how departments collaborate and how employees view their roles. This transformation begins with helping all team members understand that they're not just experts in their fields—they're teachers with valuable knowledge to share. At Mazzella Companies, CEO Tony Mazzella recognized that becoming the most trusted voice in the lifting and rigging industry would require more than just marketing department efforts. After hearing about the They Ask, You Answer approach, he quickly hired both a content manager and videographer, but realized true success would depend on engaging subject matter experts from throughout the organization. Initially, like many companies, Mazzella faced resistance from employees who didn't see content creation as part of their job. To overcome this challenge, Tony invested in comprehensive training that helped everyone understand how educational content directly impacted sales and company growth. He made content production a company-wide priority rather than a marketing department initiative. What made Mazzella's approach particularly effective was their commitment to making content creation accessible to everyone. They recognized that not all employees would be comfortable writing articles, so they developed multiple contribution methods. Some team members wrote their own content, while others were interviewed by the content manager who transformed their expertise into articles. For those more comfortable on camera, the videographer created educational videos capturing their knowledge. Within months, Mazzella was producing 2-3 articles and at least 2 videos weekly. This consistent output quickly positioned them as industry thought leaders. Their YouTube channels accumulated over 130,000 views, and industry publications began requesting permission to republish their content. Most importantly, within 18 months of starting this approach, Mazzella's sales revenue increased by nearly $20 million. To implement this culture in your organization, start with leadership commitment and clear communication about why educational content matters. Invest in training that helps employees understand both the "why" and "how" of content creation. Create multiple pathways for contribution that accommodate different skills and comfort levels. Finally, celebrate and recognize content creators publicly, sharing specific examples of how their educational materials have directly influenced sales. Remember that building a teaching culture isn't about forcing everyone to become content creators—it's about helping them share their existing expertise in ways that benefit both customers and the company. When employees see the impact of their contributions, resistance typically transforms into enthusiasm.

Chapter 7: Measure What Matters to Prove Your ROI

Measuring the impact of your educational content strategy requires tracking more than just traditional marketing metrics. While website traffic and engagement statistics provide valuable insights, the ultimate measure of success is revenue directly attributed to your content efforts. Health Catalyst, a healthcare analytics company, implemented a sophisticated measurement approach that transformed how they evaluated content effectiveness. When Paul Horstmeier joined as senior vice president, he recognized that the emerging healthcare analytics industry lacked educational resources. No companies were answering the fundamental questions potential buyers had about this complex field. Rather than focusing solely on product marketing, Horstmeier decided to position Health Catalyst as the industry's premier educator. His team created comprehensive content addressing the questions healthcare organizations had about analytics, data warehousing, and outcomes improvement. They published detailed articles, conducted educational webinars, and even hosted a healthcare analytics summit specifically designed to educate rather than sell. What made Health Catalyst's approach particularly effective was their commitment to tracking the entire customer journey from initial content interaction to closed sale. Using marketing automation software, they monitored which specific content pieces influenced buying decisions. This data allowed them to identify their most valuable content topics and formats, continuously refining their strategy based on actual revenue impact. The results were remarkable. Within two years, website traffic grew from a few thousand monthly visitors to more than 115,000. Their educational webinars regularly attracted 600-700 participants, with some sessions drawing over 1,200 attendees. Their healthcare analytics summit, initially expected to attract 100-250 people, sold out with over 1,000 participants. Most importantly, clients were arriving at sales meetings already educated and often ready to buy. To implement effective measurement in your organization, start by ensuring you have the proper tools in place. Marketing automation platforms that track visitor behavior throughout the buying journey are essential. Create clear definitions for marketing qualified leads and sales qualified leads, and establish processes for attributing revenue to specific content pieces. Develop regular reporting that highlights both leading indicators (traffic, engagement) and lagging indicators (leads, opportunities, revenue). Share these reports widely throughout the organization to maintain momentum and demonstrate the value of your content strategy. Use this data not just to justify investment, but to continuously improve your approach based on what's actually driving results. Remember that proving ROI isn't just about justifying budgets—it's about understanding what's working so you can double down on your most effective educational strategies while refining or abandoning less impactful approaches.

Summary

The most powerful currency in business isn't your product features, marketing budget, or even your price point—it's the trust you establish with your marketplace. By embracing radical transparency, answering every customer question honestly, addressing problems directly, and committing to genuine education over promotion, you create a foundation of trust that competitors simply cannot replicate. As Marcus Sheridan discovered through his own business transformation, "Consumer ignorance is no longer a viable sales and marketing strategy." In today's information-rich environment, buyers will find answers to their questions—the only question is whether those answers will come from you or someone else. Take immediate action by documenting the top questions your customers ask, creating comprehensive content addressing each one, and integrating this educational approach throughout your sales process. When you commit to becoming the most helpful, transparent teacher in your industry, you don't just change your marketing strategy—you fundamentally transform your relationship with your market.

About Author

Loading...

Marcus Sheridan

Called a “web marketing guru” by the New York Times, the Story of how Marcus Sheridan was able to save his swimming pool company, River Pools, from the economic crash of 2008 has been featured in multiple books, publications, and stories around the world.Since this achievement, Sheridan has become a highly sought after global speaker and consultant in the digital sales and marketing space, working with hundreds of business and brands alike to become the most trusted voice of their industry.

Read more