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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
Top customer reviews
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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.
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.
You don't have to spend thousands to travel and attend a workshop, buy this book instead and actually follow the lessons learned. That's how you will find your way into successful content marketing.
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.
Boy was I wrong. I could have saved me lots of money and time had I just started asking more questions of my audience.
This book hit me hard yet I am so grateful I read it because for the first time since I stated my business, I feel calm and confident. I CAM ask questions and be successful in answering them because I have the experience and wisdom to know how to help my audience.
Most recent customer reviews
Ask me in a year how it went :D