They Ask You Answer

They Ask You Answer Marcus Sheridan Industrial Design Book Review

By Samantha Harr | 4 Minute Read

There’s an old saying that goes something like “if it sounds too good to be true, it probably is.” However sometimes the solutions to our greatest problems in business are far more simple than we imagine. Author Marcus Sheridan describes his own struggling pursuits in running a pool installation business when the housing market crashed in 2008. On the verge of bankruptcy, Marcus discovered inbound marketing and took to his keyboard in an attempt to distinguish his business from the competition. He did what everyone else in his industry was afraid to do:

Answer questions.

Many businesses are stuck in very old ways of thinking about how sales happen. They Ask You Answer details the way cultural attitudes have changed and typical sales strategies are becoming less and less effective. Marketing now sells way more than direct sales efforts. Crazy to think about, but it’s true. Most people now make buying decisions before they talk to a single person.

Armed with this knowledge, the author began compiling all the common questions he already found himself answering day in and day out and created detailed blog posts answering those very inquiries. Most importantly of all, he tackled the questions that everyone else wouldn’t touch. He didn’t shy away from openly explaining pricing. People often scoff at this idea because pricing is either super variable, or because they’re afraid that prices will startle potential clients, sending them to competitors who might offer less expensive items or services.

First: For the variable pricing hangup, that’s something that most shoppers will expect to be true, so take the time to explain the variables that are involved. The differing services and scopes of work involved in what your business offers, or how certain parts are chosen over others. The more information you can offer, the better. Consumers see this transparency as directly equal to trustworthiness. Many people won’t even bother contacting other service providers if your business is the only one around who’s forthcoming about costs.

Second: It may be completely true that your products and services are more costly than competitors, but that isn’t a bad thing. You’re more expensive for a reason, and you need to let hopeful clients know why that is. Is what you’re offering higher quality? Does it last longer? Is it made locally as opposed to overseas? Does your product do something unique that others can’t match? Tell people all about it. Maybe a cheap alternative is going to be just fine for some people, but your honesty in being willing to discuss costs plus your enthusiasm for explaining the value your business brings will cause people to more closely evaluate their needs. Are they really willing to repair the damages from a sloppily installed swimming pool? How much will it cost them in upkeep to maintain a lower quality product? Find what makes your company special and shout it from the rooftops.

They Ask You Answer explains many other key facets of inbound marketing in terms that are easy to understand for an absolute beginner venturing into the world of self-promotion. All small business owners can find great value in learning how to answer questions, improve search engine rankings, and draw people in for free or very little cost.

Snag a copy from these retailers:
IndieBound
Amazon
Barnes & Noble