They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer Hardcover – January 17, 2017
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From the Inside Flap
They Ask, You Answer shows you how much today's buyers have changed, and how you must evolve your sales and marketing if you want to reach them. If you're ready to become the most trusted voice within your industry, and need a roadmap, then They Ask, You Answer can revolutionize your business. Marcus Sheridan knows, because he did it with his own small businessand created the #1 ranked website in his industry.
The story of how Marcus Sheridan saved his swimming pool companyRiver Pools and Spasfrom the economic collapse of 2008 has been featured in multiple books, publications, and talks around the world, and today River Pools and Spas is one of the largest builders in the country.
The core reason Marcus's company was able to achieve so much success came down to an incredibly simple, yet powerful transformational business approachThey Ask, You Answer.
By becoming the "Wikipedia" of pools, Marcus showed just how much impact honest, transparent content can have on today's buyer and ultimately alter the sales process for good. With this success, Sheridan went on to become a world-renowned speaker and consultant on the subjects of digital sales, marketing and branding, helping other organizations, B2B and B2C, embrace their own form of They Ask, You Answer and just like River Pools and Spas, become the trusted voice of their industry.
Marcus explains the types of content necessary to produce incredible results, and includes case studies of companies that have embraced the principles of They Ask, You Answerincluding the financial impact these practices had on their organizations.
From the Back Cover
TURN CUSTOMERS INTO EVANGELISTS TO DRIVE SALES AND GROWTH
They Ask, You Answer explains a simple approach to inbound marketing with an exceptional track record across many industries. How can a single approach to selling be so versatile? Simpleit's all about the customer. All potential customers need answers along their way to making a purchase, and They Ask, You Answer shows you how to become the oracle in your industry.
Before Marcus Sheridan founded The Sales Lion to coach and consult on world-class communication strategies, he turned around a pool installation company on the edge of collapse during the 2008 financial crisisusing the methodology described in this book. He understood his customers' problems and took the brave step to openly talk about them on his company's website. Whether you're a one-man sales team (like Marcus was) or managing a department, this resource gives you all the practical techniques and proven advice you need to develop a profitable inbound marketing strategy based on quality content. Along the way, examples and revealing case studies show you how companies are benefitting from these techniques. Without a marketing degree or computer expertise, you can immediately attract high-quality prospects into your internet sales funnel by:
- Replacing outdated hacks like keyword stuffing and link building with genuine content that will be useful along the buyer's journey
- Getting buy-in from your organization and inspiring in-house experts to produce authoritative content
- Raising your company's digital profile and enabling delighted customers to tell others about their experience
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Note: While I own the Kindle edition, I also purchased the Audible version of the book. I was extremely disappointed in the narrator selected to read the book. The reader's voice sounds dated (like it's book on tape from the 70s or 8)s) and the vocal emphasis seems "off" in many places. The delivery is robotic and patently unemotional. They would be better served to let the author re-record this book in his own voice.
Though the personal success story Marcus tells about saving his dying pool business (and then proceeding to build a giant in that space) is a B2C example, the core strategies and tactics he illustrates are absolutely what B2B companies need to be doing NOW.
Marcus takes the marketing concepts that he illustrates in Part 1 of the book and then applies them to Sales and even other parts of an organization in a way that's both easily digestible and actionable. They Ask You Answer should be required reading for any modern CMO, Marketing Director or VP of Sales.
Author Marcus Sheridan starts out by telling his story, and how he discovered the They Ask, You Answer principle.
He then takes the reader through the steps of implementing TAYA beginning with the 5 types of articles/videos that best fit the TAYA principle.
The concepts presented are simple and provide effective measures for creating quality content for your website.
This book teaches you core, fundamental, commonly overlooked truths that set the foundation for any marketing campaign you decide to do, especially online in any form. You will find even the truth was inside your mind waiting to finally be set free and this book can do that for you. You will no longer see marketing as a complex or gamblers game of attracting sales through any all means until one way “just works” to stick to. But you will find your message and once you find your message and you will learn how to find the right customers you want. Now you just have to get that message in front of them and stick to that. Incredibly calming and peaceful experience for a hardened marketer that has tried a lot of ways to market their products, but is still open to learning and understanding that there could be more that they haven’t figured out or that they push away thinking it would never work.
Top international reviews
Frankly, it'd always seemed like a domain for self-indulgent bloggers.
Then I met Chris Marr and The Content Marketing Academy here in the UK.
Why do I mention them? Well, Marcus Sheridan was a keynote speaker at their annual conference in 2016 (and will be again in 2017). And a lot of its members are converts to the "They Ask, You Answer" philosophy.
...And they're transforming their businesses' successes through it. Here... in the UK. So this isn't some US-fad.
I wanted to find out why, and how was Marcus Sheridan playing a huge part in this success... And I discovered that Marcus Sheridan had recently published this book.
And this isn't just another one of those high-profile US-based marketers publishing a bit of an ego-trip money-spinning books.
It lays out, step-by-step, the entire philosophy and methodology he's used in his pools business and scores of other examples using the same methods. And these businesses are diligently going about answering their prospects' and customers' questions. This isn't the domain of "overnight success" (really, what ever is?), but about putting in long-term strategies that build the foundations of predictable, long-term success. And generating millions in extra sales every year.
Google is here to stay and the way that we search for information before and as we buy things has changed forever.
The "They Ask, We Answer" methodology is a phenomenal way to get on that train. I can imagine this becoming one of the handful of the read and re-read marketing how-to books in my collection.
For anyone concerned, I'd not heard of Marcus before, wasn't sent a free copy, nor have any reason to give a biased review like so many on Amazon Reviews these days.
Each chapter is crammed with easily digestible words of wisdom based on the basic tenet for the digital age: clients or customers ask you must answer.
The internet has changed the way consumers buy products and services. Marketing and Sales need to be more closely aligned.
If you are new to or struggling to understand why great relevant content will be a cornerstone of your present and future business success read this book.
Marcus will give light up the path, not just for you but for your colleagues as well.
I had the privilege of hearing Marcus speak in person at Inbound 2012 and 2015 in Boston. I have already implemented his mantra in my small law firm – clients ask we answer.
Marcus is a great teacher. He implores us as if we were all his pupils to be the best teachers we can be so our customers/clients can enjoy a better experience. Educate, inform and entertain.
The book, like Marcus, is knowledgeable, accessible and friendly.
You can read the book in a few hours and certainly within a day.
Heed Marcus’s “revolutionary” message and your business too could reap the rewards for years to come.
His deceptively simple formula is as close as you'll get to a can't fail strategy.
Do it right and your business will grow.
Such a simple idea that we all forget to actually do.
A simple, yet very effective methodology. I’ll definitely use what I’ve learnt in this book when I start my business.