“They Ask You Answer” by Marcus Sheridan: Key Takeaways for Transforming Your Business

“They Ask You Answer” by Marcus Sheridan: Key Takeaways for Transforming Your Business

If you’re looking for a transformative approach to marketing and sales, “They Ask You Answer” by Marcus Sheridan is a must-read. Sheridan’s book is a game-changer, offering practical advice on how businesses can thrive by addressing their customers’ most pressing questions. Let’s dive into the key takeaways from this insightful guide and explore how you can apply its principles to grow your business.


Understanding the Core Concept

At its heart, “They Ask You Answer” is about shifting your mindset from selling to educating. Marcus Sheridan emphasises that by answering the questions your customers are asking, you can build trust, establish authority, and drive sales. This approach requires transparency, honesty, and a commitment to providing valuable content that addresses your audience’s needs and concerns.


Key Takeaway 1: Embrace Radical Transparency

One of the foundational principles of the book is the idea of radical transparency. Sheridan argues that businesses should openly address even the most difficult questions their customers have. This includes discussing:

  • Pricing: Be upfront about your pricing structure. While many businesses shy away from this topic, Sheridan suggests that providing clear and detailed information about costs can build trust and filter out customers who may not be a good fit.
  • Problems and Issues: Don’t be afraid to talk about the potential drawbacks or limitations of your products or services. By acknowledging these issues, you show honesty and help customers make informed decisions.
  • Comparisons: Offer honest comparisons between your products and those of your competitors. This can help customers see the value in what you offer and make a more informed choice.

Key Takeaway 2: Focus on Content Marketing

Sheridan’s approach heavily emphasises content marketing as the way to implement the “They Ask You Answer” philosophy. The idea is to create a library of high-quality, informative content that answers your customers’ questions. Here are some tips on how to get started:

  • Identify Common Questions: Talk to your sales and customer service teams to find out what questions customers frequently ask. These questions should form the basis of your content.
  • Create Various Content Types: Diversify your content by creating blog posts, videos, infographics, and e-books. Different people prefer different types of content, so offering a variety can help you reach a broader audience.
  • Be Consistent: Regularly publish new content to keep your audience engaged and to improve your SEO rankings. Consistency is key to building a loyal following.

Key Takeaway 3: Leverage Video Content

Video content is a powerful tool in today’s digital landscape, and Sheridan advocates for its use extensively. Videos can be more engaging and easier to digest than written content. Here’s how you can use video effectively:

  • Explainer Videos: Create videos that explain complex concepts, demonstrate how to use your products, or showcase customer testimonials.
  • Live Q&A Sessions: Host live sessions where you answer questions in real-time. This not only provides valuable information but also allows for immediate interaction with your audience.
  • Personalised Videos: Consider sending personalised video messages to leads and customers. This can add a personal touch and make your communication more impactful.


The Ultimate Guide to Digital Marketing

Key Takeaway 4: Align Sales and Marketing

Another crucial aspect of “They Ask You Answer” is the alignment between sales and marketing. By ensuring that these two departments work together seamlessly, you can create a more cohesive strategy that drives better results. Here are some strategies to achieve this:

  • Shared Goals: Establish common goals for both sales and marketing teams. This ensures that everyone is working towards the same objectives.
  • Regular Communication: Hold regular meetings between sales and marketing teams to discuss customer feedback, content ideas, and campaign performance.
  • Integrated Systems: Use integrated CRM and marketing automation systems to streamline processes and improve collaboration between teams.

Key Takeaway 5: Measure and Optimise

Sheridan emphasises the importance of measuring your efforts and continuously optimising your strategy. Here are some ways to do this:

  • Track Performance Metrics: Monitor key performance indicators (KPIs) such as website traffic, engagement rates, lead generation, and conversion rates. These metrics can help you understand what’s working and where you need to improve.
  • A/B Testing: Experiment with different content formats, headlines, and CTAs to see what resonates best with your audience. A/B testing allows you to make data-driven decisions.
  • Gather Feedback: Regularly solicit feedback from your customers and sales team. This can provide valuable insights into how your content is perceived and how it can be improved.


“They Ask You Answer” by Marcus Sheridan offers a fresh perspective on how to approach marketing and sales in today’s digital age. By embracing radical transparency, focusing on content marketing, leveraging video, aligning sales and marketing, and continuously measuring and optimising your efforts, you can build trust with your audience and drive significant business growth.


Implementing these principles requires commitment and consistency, but the rewards are well worth the effort. Start by identifying the questions your customers are asking and make it your mission to provide the best, most honest answers possible. In doing so, you’ll not only meet their needs but also establish your business as a trusted authority in your industry.

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