They Ask You Answer
They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal – the Internet.
What’s The Premise Of They Ask You Answer?
It’s that content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your webpage shuffled to the bottom of the heap.
Quality content is the key to success, and you probably already have the ingredients in-house. They Ask You Answer shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries.
Author Marcus Sheridan’s pool company struggled after the housing collapse; today, they’re one of the largest pool installers in the US, turning away millions of dollars in business they simply cannot accommodate every year.
How did Sheridan manage it? He answered his prospects’ questions.
When You Write Content Are You Considering The Questions Your Prospects Want To be Answered?
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.
Marcus’s shows you how his strategy can work for your business, and how to use your computer keyboard to bring customers through the door. After reading or listening to You Ask They Answer you’ll have the knowledge you need to:
- Boost your company’s web presence with methods that work.
- Build a level of trust that generates customer evangelism.
- Leverage your in-house resources to produce winning content
- Utilize tactics that work, regardless of industry or sector
Are You Honest In Your Marketing Content?
Marcus advises that you answer your customers’ questions honestly and thoroughly.
His They Ask You Answer approach will build bridges to your prospective and current customers with radically honest teaching.
It’s proven in small and midsize businesses such as Marcus’ company River Pools. Marcus Sheridan is a pool salesman turned marketer. His unique vantage point has proved successful for many businesses.
What Questions Should You Ask?
Answer these questions in your online content – even the Big 5 ones that most companies avoid:
- What will it cost?
- What things could go wrong?
- Who’s your biggest competition?
- How does your product compare to what your competitors provide?
- What do your customers say about your services or products?
Should You Worry About Your Competitors Reading Your Content?
Guess what? They already know about you. Stop worrying about what information they might find about your products or services, or about what they might do with the information. Your competitors already know about you.
Should You Worry About Scaring Away Customers With Honesty About Pricing?
Remember that if your pricing scares away prospective customers, they weren’t a good fit for you anyway.
Want To Write Successful Marketing Content?
Sheridan says that by the time any buyer consumes content about your business, they either love you or hate you.
- If they’re a bad fit for your business, they’ll hate you.
- If they’re a good fit, they’re much more likely to buy from you.
Ignore what the buyers think that is a bad fit.
Your content will only be successful if you ignore them and your competitors.
Are You Encouraging Your Buyers To Consume Content?
Encourage them to get educated before you schedule a sales call or try to close a sale.
Sheridan tells us that when his prospects don’t read content about River Pools, his close rates fall below 5%. When they read 30 pages or more about his business, his close rates rise to 80%.
With those close rates, why call on customers who won’t consume content, educate themselves, and get ready to buy?
Is There A Content Culture In Your Business?
To put this approach to work for your business you must develop a content culture. This means everyone in your business must be a “teacher.” Make sure that everyone’s voice matters and that you provide the quality content they can share with buyers.
How To Create A Content Culture?
Do these 4 things:
- Gain buy-in from top to bottom in your company.
- Insource content by involving everybody in content creation.
- Hire a content manager with strong journalism skills.
- Use the right tools to measure success and prove ROI.
Do You Have The “Guts” To Try This?
If you do, They Ask You Answer will work for you.
Most companies are afraid to use it. Your competitors are probably too afraid to even try. That leaves the field wide open for you!
So, 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.