In today's digital age, traditional marketing methods are becoming less effective. Consumers are increasingly turning to the internet to research products and services before making purchasing decisions. This shift in consumer behavior has led to a need for a new approach to marketing - one that focuses on educating and empowering customers rather than simply pushing products.
"They Ask You Answer" by Marcus Sheridan introduces a revolutionary marketing philosophy that puts the consumer at the center of everything. This approach, known as the They Ask You Answer philosophy, emphasizes transparency, education, and convenience in order to earn customers' trust and ultimately their business.
The Changing Landscape of Consumer Behavior
The Internet Has Transformed How People Buy
The way people shop and make purchasing decisions has changed dramatically in recent years. Thanks to the internet, consumers now have access to vast amounts of information about products and services before ever contacting a company. This means that by the time a potential customer reaches out, they're often already well-informed and close to making a decision.
Some key statistics highlight this shift:
- 10 years ago, only 20-40% of purchasing decisions were made before contacting a company
- Today, that number has increased to 70%
This means companies need to adapt their marketing and sales approaches to cater to these more informed buyers. The old methods of aggressive sales pitches and pushy advertising are no longer effective.
Addressing Consumer Fears and Anxieties
With so much information available online, one of the most important things companies can do is address potential customers' fears and anxieties upfront. Fear is a major factor in purchasing decisions - people are afraid of wasting money, getting ripped off, or making the wrong choice.
For example, if you're selling swimming pools, potential customers may have fears like:
- What if the pool is the wrong shape for my yard?
- What if it leaks?
- Are there hidden maintenance costs?
By proactively addressing these common concerns through educational content on your website, you can build trust and credibility with potential buyers before they ever contact you. This transparency may seem counterintuitive to traditional marketing wisdom, but it's exactly what today's consumers are looking for.
The They Ask You Answer Philosophy in Action
CarMax: A Case Study in Transparency
The used car industry has long had a reputation for dishonest, pushy salespeople. CarMax recognized this negative perception and decided to completely transform the car buying experience by addressing consumer fears head-on.
Some key ways CarMax applied the They Ask You Answer philosophy:
No-haggle pricing: They eliminated the dreaded negotiation process by offering one set price for each vehicle.
Flat-rate commissions: Salespeople earn the same commission regardless of the car's price, removing the incentive to push expensive vehicles.
5-day money-back guarantee: This addressed fears about buying a lemon or regretting a purchase.
By tackling common consumer anxieties about buying used cars, CarMax was able to build trust and become the largest used car retailer in the United States. Their success demonstrates the power of transparency and putting customer needs first.
River Pools and Spas: The Power of Honest Content
Marcus Sheridan's own company, River Pools and Spas, provides another great example of the They Ask You Answer philosophy in action. Instead of hiding information about potential drawbacks of fiberglass pools, Sheridan wrote an article openly discussing the pros and cons.
The results were remarkable:
- The article generated over $3 million in sales
- Customers appreciated the honesty and were more likely to trust the company
- Even after learning about potential issues, many still chose to purchase fiberglass pools
This approach of providing candid, educational content proved far more effective than traditional sales tactics. By empowering consumers with information, River Pools and Spas was able to build trust and dramatically increase sales.
Key Factors in Creating Effective Online Content
When developing content to attract and inform potential customers, there are four crucial factors companies should keep in mind:
- Price
- Pros and Cons
- Comparisons
- Reviews
Price
Price is often the first thing consumers consider when researching a product or service. Companies that don't clearly display pricing information on their websites risk losing potential customers who will simply move on to competitors who are more transparent.
Pros and Cons
Openly discussing both the advantages and disadvantages of your products or services builds trust with consumers. They appreciate honesty and are more likely to do business with a company that doesn't try to hide potential drawbacks.
Comparisons
Providing objective comparisons between your offerings and those of competitors can be highly effective. While it may seem counterintuitive, acknowledging areas where competitors may be superior demonstrates integrity and earns goodwill from potential customers.
Reviews
Including both positive and negative reviews on your website shows transparency and confidence in your products or services. Consumers are likely to seek out this information elsewhere anyway, so providing it yourself allows you to control the narrative and demonstrate openness.
The Importance of Listening to Customers
Many failing companies make the mistake of prioritizing the wrong voices:
- They obsess over what competitors are doing
- They focus on customers who are a poor fit for their offerings
- They neglect their loyal customer base
This misalignment of priorities often leads to a disconnect with actual customer needs and changing market trends. The downfall of Blockbuster serves as a cautionary tale - by failing to listen to evolving customer preferences and clinging to their outdated business model, they were ultimately replaced by more innovative companies like Netflix.
Successful companies, on the other hand, make listening to their customers their top priority. After all, it's the customers who ultimately keep a business afloat through their purchases. By staying attuned to customer needs, preferences, and pain points, companies can adapt and thrive in changing markets.
The Power of Educational Content
Assignment Selling
One effective strategy for both educating potential customers and qualifying leads is called "assignment selling." This involves creating comprehensive educational materials (documents, videos, etc.) that address common questions and concerns about your products or services.
When a potential customer requests a sales appointment, they are first asked to review these materials. This approach offers several benefits:
- It ensures customers are well-informed before meeting with sales staff
- It allows customers to self-qualify and determine if the product/service is right for them
- It saves time for both the customer and the sales team
- It demonstrates the company's commitment to transparency and education
River Pools and Spas found great success with this method. In one notable case, a potential customer named "Mr. G" read an astounding 374 pages of content on their website before ever contacting the sales team. When the author met with Mr. G, the sale was completed in just 45 minutes because the customer was already so well-informed and confident in his decision.
Becoming a Trusted Educational Resource
Companies that position themselves as educational resources in their industry can gain a significant competitive advantage. Health Catalyst, a healthcare analytics provider, exemplifies this approach.
When Health Catalyst entered the market, there was very little reliable information available about healthcare analytics. They saw this as an opportunity and began creating high-quality, educational content to fill the void. Their strategy included:
- Writing informative articles that answered common industry questions
- Hosting free webinars and live events focused on education rather than promotion
- Minimizing overt branding at events to emphasize the educational value
By prioritizing education over self-promotion, Health Catalyst quickly established itself as a thought leader in the industry. This approach not only attracted potential customers but also built trust and credibility that ultimately led to increased sales.
The Growing Importance of Video Content
As consumer habits continue to evolve, video is becoming an increasingly crucial marketing tool. Some key statistics highlight this trend:
- By 2022, video is projected to account for 22% of all consumer internet traffic
- Consumers are increasingly relying on video to research products and services before making purchases
Companies that want to stay competitive need to embrace video as a core part of their marketing strategy. Here are some reasons why video is so effective:
- It provides transparency by allowing customers to see products in action
- It's an engaging way to demonstrate features and teach customers how to use products
- It puts a human face on the brand by featuring staff members
- It can streamline the sales process by addressing common questions and concerns
Tips for Effective Video Marketing
To make the most of video content, companies should:
- Produce videos in-house rather than outsourcing to maintain authenticity
- Encourage all staff members to become comfortable creating video content
- Use video to address frequently asked questions and save time on customer service
- Showcase products and services in action to build trust and reduce uncertainty
By incorporating video into their marketing efforts, companies can better connect with potential customers and provide the kind of transparent, educational content that today's consumers crave.
The Rise of Conversational Marketing
As communication habits have shifted towards instant messaging and real-time interactions, businesses need to adapt their customer service and sales approaches accordingly. Conversational marketing is becoming increasingly important for companies that want to succeed in the digital age.
Key Aspects of Conversational Marketing
- Real-time communication: Customers expect quick responses to their queries and concerns.
- Multi-channel presence: Be available where your customers are, whether that's social media, chat apps, or your website.
- Personalized interactions: Use data and AI to provide tailored experiences for each customer.
- 24/7 availability: Utilize chatbots and other tools to provide round-the-clock support.
Benefits of Conversational Marketing
- Improved customer experience: Quick, personalized responses lead to higher satisfaction.
- Increased conversion rates: Addressing concerns in real-time can help close sales more effectively.
- Better customer insights: Direct conversations provide valuable data on customer needs and preferences.
- Cost-effective: Automating routine inquiries frees up staff time for more complex issues.
Implementing Conversational Marketing
To successfully implement conversational marketing, companies should:
- Invest in chatbot technology to handle common queries
- Train staff to communicate effectively in a more casual, real-time manner
- Ensure a seamless handoff between automated systems and human agents when necessary
- Continuously analyze conversation data to improve your approach
By embracing conversational marketing, businesses can create a more frictionless buying experience that aligns with modern consumer expectations.
The Importance of Quality Over Quantity in Content Creation
In the digital age, it's tempting for businesses to churn out large volumes of content in an attempt to boost their online presence. However, the They Ask You Answer philosophy emphasizes the importance of quality over quantity when it comes to content creation.
Why Quality Matters
- Long-term value: High-quality content continues to attract and inform readers long after it's published.
- Brand reputation: Thoughtful, well-researched content enhances your company's credibility.
- SEO benefits: Search engines favor in-depth, authoritative content over shallow, keyword-stuffed articles.
- Customer trust: Providing genuinely helpful information builds stronger relationships with potential customers.
Tips for Creating High-Quality Content
- Focus on answering real customer questions and concerns
- Conduct thorough research to ensure accuracy and depth
- Use clear, accessible language that resonates with your target audience
- Include relevant examples, data, and visuals to support your points
- Regularly update and improve existing content to maintain its relevance
Remember that a single, comprehensive piece of content can continue to drive traffic and generate leads for years, while low-quality posts quickly become irrelevant or even detrimental to your brand.
Implementing They Ask You Answer in Your Business
Adopting the They Ask You Answer philosophy requires a shift in mindset and approach throughout your organization. Here are some key steps to successfully implement this strategy:
Commit to transparency: Make a company-wide commitment to openness and honesty in all customer interactions.
Identify customer questions: Systematically gather and document the most common questions and concerns your customers have.
Create a content plan: Develop a strategy for addressing these questions through various forms of content (articles, videos, FAQs, etc.).
Involve your entire team: Encourage input and participation from all departments, not just marketing and sales.
Prioritize education: Focus on providing genuine value and education rather than pushing for immediate sales.
Measure and adapt: Regularly analyze the performance of your content and adjust your strategy based on results.
Train your sales team: Ensure that your sales staff is aligned with the They Ask You Answer philosophy and equipped to have educational conversations with potential customers.
Optimize for search: Use SEO best practices to ensure your helpful content reaches those searching for answers online.
Embrace video: Incorporate video content into your strategy to cater to changing consumer preferences.
Foster a culture of continuous improvement: Regularly seek feedback from customers and staff to refine your approach.
Overcoming Common Obstacles
Implementing the They Ask You Answer philosophy may face resistance within your organization. Here are some common objections and how to address them:
"We can't give away our secrets": Explain that transparency builds trust and that truly proprietary information can still be protected.
"Our industry is different": While every industry has unique aspects, the core principles of customer education and trust-building apply universally.
"We don't have the resources": Start small and demonstrate the ROI of your efforts to justify further investment.
"Our sales team won't buy in": Show how this approach can lead to better-qualified leads and easier sales conversations.
"Our competitors will steal our ideas": Emphasize that execution matters more than ideas and that being first to provide helpful information positions you as an industry leader.
The Long-Term Benefits of They Ask You Answer
Companies that fully embrace the They Ask You Answer philosophy can expect to see numerous benefits over time:
- Increased trust and credibility with potential customers
- Higher quality leads and shorter sales cycles
- Improved customer satisfaction and loyalty
- Enhanced online visibility and organic traffic
- Reduced marketing costs as content continues to perform over time
- Positioning as an industry thought leader
- Better alignment between marketing, sales, and customer service teams
- Increased employee satisfaction and engagement
- Greater resilience to market changes and economic downturns
- Sustainable, long-term business growth
Conclusion
The They Ask You Answer philosophy represents a fundamental shift in how businesses approach marketing and sales in the digital age. By prioritizing customer education, transparency, and trust-building, companies can create stronger connections with their audience and drive sustainable growth.
As consumer behavior continues to evolve, those who embrace this customer-centric approach will be best positioned to thrive. The key is to view every customer question as an opportunity to provide value and build relationships, rather than simply a chance to make a sale.
Implementing They Ask You Answer requires commitment and patience, but the long-term benefits can be transformative for businesses of all sizes and industries. By putting the needs and concerns of customers first, companies can create a virtuous cycle of trust, satisfaction, and success that benefits everyone involved.
In an increasingly crowded and noisy marketplace, those who truly listen to their customers and provide honest, helpful answers will stand out and earn lasting loyalty. The future of marketing is not about shouting louder than the competition, but about having genuine conversations and providing real value to those you serve.
As you consider how to apply the principles of They Ask You Answer in your own business, remember that the most important step is simply to begin. Start by identifying the questions your customers are asking, create content that honestly addresses those questions, and commit to ongoing improvement and adaptation based on feedback and results.
By embracing this philosophy, you'll not only transform your marketing efforts but also create a more customer-focused culture throughout your entire organization. In doing so, you'll be well-positioned to navigate the challenges and opportunities of the ever-changing business landscape, building a stronger, more resilient company for the long term.