Introduction
Summary of the Book They Ask You Answer by Marcus Sheridan Before we proceed, let’s look into a brief overview of the book. Imagine a world where you don’t feel pressured or confused when making a purchase. Instead of facing pushy ads and hidden prices, you find clear answers to every question. You see detailed comparisons, honest reviews, and helpful videos that show you the truth about a product before you spend a dime. In this world, companies aren’t trying to trick you; they’re working to educate and guide you. They Ask, You Answer makes this vision real. It flips old marketing rules upside down and puts you—the customer—at the center. This introduction sets the stage for a journey through a new way of doing business, where sharing knowledge builds trust, honesty attracts loyalty, and simple communication replaces complicated sales pitches. By exploring these chapters, you’ll discover how everyone wins when companies choose to answer, not just advertise.
Chapter 1: Discovering Why Modern Customers Are No Longer Impressed by Old-School Ads and Empty Promises That Lack Honesty and Substance.
Imagine you’re watching TV and a flashy commercial comes on, showing a sparkling car zooming through wide open roads. Or maybe you catch a radio advertisement that promises the latest gadget will make your life ten times easier. Do you ever feel like these ads actually influence what you buy these days? Most young people, and even many adults, would say Not really. Today, people have learned to tune out ads that feel like they are just trying to trick them into spending money. Instead of relying on commercials, buyers now have something more powerful at their fingertips: the internet. With endless information available online, customers can easily learn about products and services before making a choice. They no longer trust pretty pictures or catchy slogans; what they want is genuine information they can use.
This shift in behavior means that simply telling someone, Buy this, it’s awesome! won’t work anymore. People want to compare features, learn about prices, understand how products are made, and see honest reviews from other customers. They want direct, helpful answers to their questions. A fancy billboard or a commercial interrupting their favorite show is more annoying than helpful. When was the last time you eagerly rushed to buy something after seeing a random TV ad? Most likely, never. Instead, you probably searched the product online, checked what people said about it, read guides, and watched a few YouTube videos. In other words, modern consumers want to make informed decisions. They don’t appreciate being told what to do, but they do appreciate being guided with helpful and reliable information.
Because of this, many businesses have had to completely rethink their marketing strategies. Instead of pushing ads and yelling Buy now! they have learned to say, Let us help you understand this product better. They realize that customers have powerful research tools in their pockets every day—their smartphones. By using these tools, buyers can quickly find out if a business is hiding something or not being honest. Companies that continue with old, pushy marketing methods are quickly seen as old-fashioned or even suspicious. People don’t want to waste their time listening to a company that only cares about making a sale. They would rather trust a company that cares about answering their questions honestly and making them feel confident about what they’re buying.
This new way of thinking is at the heart of a modern marketing approach called They Ask, You Answer. Instead of focusing on telling people what to buy, businesses focus on answering the questions that customers already have. They offer advice, share honest comparisons, discuss pricing openly, and make it easy to learn everything a potential buyer wants to know. This isn’t about tricking someone into a sale. It’s about respecting the customer’s need to understand and feel comfortable before spending their money. In a world flooded with information, people appreciate companies that cut through the noise and deliver clear, honest explanations. By doing this, businesses gain trust, and once customers trust them, they’re far more likely to make a purchase and remain loyal for years to come.
Chapter 2: How Addressing Customer Fears and Questions Builds Trust and Loyalty by Respecting Their Need for Honest Information.
Have you ever felt nervous about buying something expensive, like a smartphone or maybe a big family vacation package? That uneasy feeling is often fear: fear of making the wrong choice, wasting money, or not getting the value you hoped for. People shop differently today because they have learned to be cautious. They know how easily they can find honest reviews and compare different options online. To gain a customer’s trust, a company must show that it respects these worries and won’t try to hide anything. Instead of telling someone to stop worrying and just buy, a caring company will explain everything clearly. It will detail possible downsides, point out who the product may not be right for, and address every question before the customer even picks up the phone.
This approach might sound very different from old-fashioned marketing methods, where the goal was to hide flaws and show only the shiny positives. However, times have changed. Companies that bravely talk about their product’s disadvantages—like potential high maintenance costs, tricky installation steps, or certain features it lacks—stand out in a positive way. Why? Because no product is perfect, and most people know that. By admitting that your product isn’t perfect for everyone, you show customers you respect their intelligence. This builds trust. A buyer who trusts a company is more likely to make a purchase and feel good about it. Plus, they’re more likely to tell friends and family about their positive experience, creating a valuable chain reaction of trust and loyalty.
This strategy works well in industries where big purchases cause big worries. Consider someone looking to install a swimming pool. A pool is a huge investment, and the buyer may worry about costs, maintenance, safety, or long-term repairs. If the pool company openly answers all these questions and even points out which types of pools might not be ideal for certain backyards, the customer will feel respected and informed. When a customer feels that a company is putting their needs first—instead of just pushing for a quick sale—it builds a relationship rooted in trust. Over time, this trust can grow into a loyalty that keeps customers coming back. After all, who wouldn’t return to a company that sincerely helps solve problems and makes life easier?
This honest approach doesn’t just build trust; it also improves the entire buying journey. By addressing fears early on, a company helps customers make faster, more confident decisions. Instead of hesitating for weeks or months, unsure whether they’re getting a good deal, customers can move forward when their concerns are answered. This makes the sales process smoother for everyone. Sales teams love it because they spend less time convincing and more time guiding. Customers love it because they feel empowered, like they made the best choice. The result is a happier customer who appreciates the guidance they’ve received. Over time, this leads to stronger reputations for businesses and long-term success. It’s a win-win situation: customers make good choices, and companies earn trust and respect.
Chapter 3: Learning from CarMax: Turning a Bad Reputation into Customer Happiness by Honestly Facing Industry Flaws.
Think about the stereotype of a used car salesperson: someone wearing a cheap suit, using slick talk, and pushing a deal that’s too good to be true. This image has haunted the used car industry for decades, making customers wary. So, how can a used car company break away from this terrible reputation? The answer is by putting customers first, being transparent, and addressing every worry upfront. CarMax, a major American used car retailer, managed to do exactly that. They changed the rules of the game by refusing to stick with old-fashioned methods like haggling, secret fees, and pressure tactics. Instead, they focused on honesty, making customers feel comfortable instead of stressed.
CarMax understood that people hate feeling forced into decisions. They removed one of the biggest barriers right away: no more haggling. Instead of customers wondering if they’re getting ripped off, CarMax listed a single fixed price for every car. This eliminated the fear of overpaying or being pressured into a deal. They also introduced a flat commission for their sales team, so salespeople no longer had any reason to push certain cars over others. Instead, they could truly help customers find the right fit. This made customers trust CarMax more because they felt the employees weren’t trying to trick them. Instead, these salespeople were there to guide them, not to squeeze out extra profits.
CarMax did something else bold: they offered a five-day money-back guarantee. Imagine buying a car and then realizing it’s not exactly what you wanted. Most used car dealerships would say, Too bad, no returns. But CarMax decided to show that it believed in its products. If a customer wasn’t happy, they could return the car within five days, no questions asked. This policy directly tackled the fear that the car might be a lemon or have hidden problems. By giving people time to test the car’s condition, CarMax made customers feel protected and confident. That confidence meant customers were more likely to trust CarMax in the first place and come back in the future.
This honest approach made CarMax a true example of the They Ask, You Answer philosophy. Instead of ignoring customers’ fears, CarMax faced them head-on. They understood that to change how customers felt about the used car industry, they had to prove they were different. Competitors laughed at first, saying that CarMax’s model would fail. But the opposite happened: CarMax became the largest used car retailer in the country. By trusting customers, answering their worries, and creating policies that felt fair, CarMax showed that honesty and openness attract more loyal buyers. This lesson can inspire other companies: when you understand what scares your customers and fix those problems, you can turn a bad reputation into one that customers actually respect.
Chapter 4: Four Key Content Factors: Price, Honesty about Drawbacks, Clear Comparisons, and Open Reviews That Customers Appreciate.
When people research products online, they look for certain pieces of information. They might start by checking the price. If a company’s website hides the cost or makes it hard to find, customers might leave and look elsewhere. The internet makes it too easy to jump between websites, and no one wants to waste time digging around for basic details. That’s why open pricing is the first crucial factor. Next, customers want to know both the pros and the cons of a product. Nobody believes in a perfect product, so admitting flaws earns trust. This honesty might sound risky, but it’s actually powerful. By showing you’re not scared to reveal drawbacks, you prove you respect your customers.
The third factor is comparisons. Customers love to compare products, brands, and features. It’s how they figure out what’s best for their situation. A company that helps customers compare different options— even its competitors’ products—shows true confidence. It’s like saying, We know we have something good, so let’s see how it stacks up against others. This might sound strange, but if a business proudly lines up its product beside rivals and lets customers decide, that business gains massive respect. People think, Wow, they must really believe in what they’re selling if they’re willing to compare it openly.
The fourth factor is reviews. Honest reviews are like gold nuggets of information for customers. People trust what other customers say, even if the product’s own website brags. If a company includes honest reviews—good and bad—it shows that it isn’t afraid of feedback. This takes courage. Many companies only want to highlight their best reviews and ignore the rest. But customers will find the truth anyway. By placing all the cards on the table, a company shows it values fairness. This makes customers feel more comfortable because they know they’re seeing the whole picture. When a business freely shares what people really think, customers believe it’s genuinely helpful.
These four factors—clear pricing, honest pros and cons, easy comparisons, and open reviews—form a strong foundation for any company that wants to shine online. When customers find all this information in one place, they spend more time on that website. They might read dozens or even hundreds of pages if the content truly answers their questions. As a result, trust grows stronger. Companies that use this approach often notice that their online visitors become well-informed buyers who are easier to work with and more satisfied. This reduces awkward negotiations and returns and makes everyone happier. In the digital age, when customers can learn everything about a product in moments, being straightforward and honest is a company’s greatest advantage.
Chapter 5: Ignoring Customer Voices Leads to Failure: The Blockbuster Cautionary Tale of Not Listening to Changing Needs.
Remember Blockbuster, the giant video rental chain that was everywhere in the 1990s? Back then, people walked into stores to rent movies on VHS tapes and later DVDs. It seemed like a solid business. But then, new technologies arrived. People started enjoying mail-order DVDs and, eventually, streaming videos online. Netflix was one company that saw the changes coming and adapted quickly. Meanwhile, Blockbuster stuck to its old ways. Instead of listening to customers who wanted more convenience and fewer late fees, Blockbuster ignored the signs. Before long, customers left to find better options, and Blockbuster went out of business. The big lesson? When customers’ habits change, companies must listen or risk becoming irrelevant.
Why do some companies fail to listen to their customers? Often, they pay more attention to their competitors than to the people who buy their products. Instead of asking, How can we serve our buyers better? they think, How can we outsmart our rivals? This leads them to make secretive moves, hide pricing, and withhold useful information. They spend energy guessing what the competition might do next instead of openly helping customers. This approach gets them nowhere. In the end, customers grow frustrated and drift toward businesses that truly listen and improve based on their feedback.
Another mistake is that companies waste time chasing after bad fit customers. These are people who aren’t really suited to the company’s product or service. Instead of helping them understand why it’s not a good match, the company tries to force a sale anyway. This creates unhappy customers and messy situations. When a company focuses on the wrong audience, it isn’t listening to the buyers who actually matter. By ignoring the real needs of good-fit customers, the company fails to innovate and improve, leaving the door open for smarter competitors.
If a company truly wants to succeed, it must make customers’ voices the top priority. Instead of copycatting what others do, or worrying about unproductive leads, it should focus on what loyal buyers need. Companies that tune in and adjust to customer behavior can create products and services that remain popular as the world changes. This not only prevents them from ending up like Blockbuster but also helps them thrive. Customers drive sales, keep the lights on, and spread positive word-of-mouth recommendations. Ignoring their voices is like ignoring the engine that keeps a train moving. Eventually, it will grind to a halt. Listening carefully can prevent disaster and lead to a business environment where everyone wins: customers get what they need, and companies stay healthy and profitable.
Chapter 6: Assignment Selling: Educating Customers Before They Even Meet Your Team to Ensure Perfect Buying Decisions.
Imagine you’re interested in buying something complex, like a swimming pool. There are hundreds of questions you might have. How much does it cost? How hard is it to maintain? Is it the right size for your yard? Instead of waiting until you contact the company to learn this stuff, what if you could find all the answers beforehand on their website? That’s the idea behind assignment selling. Businesses put together detailed articles and videos that explain everything a customer would want to know. Before a meeting, they ask the customer to review this assignment of educational content. This way, when the two parties finally talk, the buyer already understands a lot, making the conversation smoother and more productive.
This approach saves time and energy for both the buyer and the seller. For buyers, reading or watching content at home allows them to think at their own pace. They can review certain points again, share the material with family members, and feel more confident when they finally speak to a salesperson. For the company, it means meeting customers who are better prepared and more serious about making a purchase. This weeds out people who aren’t really sure what they want and might never buy anything. By clearing out confusion early, both sides benefit.
A real-life example of this is River Pools and Spas. They created a massive amount of educational content that answered every question about fiberglass pools. Their website visitors sometimes read hundreds of pages before even picking up the phone. One customer, nicknamed Mr. G, read 374 pages before calling! By the time the sales meeting took place, he knew exactly what he needed. Instead of a long, uncertain sales pitch, the conversation took just 45 minutes, ended with a $5,000 deposit, and everyone was happy. This shows how assignment selling transforms the traditional buying experience. Instead of pressuring customers, companies provide knowledge. Customers feel respected and empowered, and the sale happens smoothly.
Assignment selling also builds long-term trust. Customers come to see the company as an honest teacher, not a pushy salesperson. When they realize that the business wants to inform rather than manipulate, they’re more likely to return and recommend it to others. This approach changes the meaning of sales from talking someone into buying something they’re unsure about, into guiding someone toward a decision they feel great about. Over time, a company that invests in educational content becomes known as the go-to source of trustworthy information in its industry. Instead of forcing ads on people, it becomes a helping hand, guiding customers to the best solutions. In a world where honesty matters more than ever, assignment selling is a smart and refreshing strategy.
Chapter 7: Becoming an Industry Teacher: How Education Builds Lasting Company Authority and Customer Loyalty.
Have you ever asked the internet a question and ended up on a company’s website that explained the topic so well that you immediately trusted them? If so, you’ve experienced the power of becoming an industry teacher. When companies actively answer questions and solve problems without pushing for a sale right away, they turn themselves into helpful guides. This is what Health Catalyst did. It’s an analytics company working in healthcare, a field that desperately needed trustworthy information. Health Catalyst realized there wasn’t a solid, reliable source of knowledge in its area. Instead of waiting for someone else to create that information, it stepped up and became that source, earning respect along the way.
Being an educator in your field has two big benefits: first, customers who learn from you are more likely to trust you and consider your products. Second, you shape the conversation about your industry. If no one else is providing the answers people need, your company becomes the number one place they turn to. Over time, this can mean showing up at the top of search results, hosting popular webinars, and being invited to industry events. Health Catalyst, for example, didn’t just write educational articles—it hosted free live events and webinars. Instead of showering these events with their logo and promotional materials, they focused on delivering valuable lessons to attendees.
This approach might feel strange to old-fashioned marketers who think you must always shout your brand name. But the truth is that today’s consumers appreciate subtlety and genuine care. If you give people knowledge that helps them do their jobs better or make smarter life decisions, they will remember you when it’s time to buy. They think, This company truly understands my needs and helped me without demanding anything in return. That feeling is powerful. It creates loyalty that flashy ads can’t achieve. Eventually, people see your brand as a trusted expert, not just another seller.
Over time, acting as a teacher pays off. Customers who’ve grown to trust you might recommend you to friends and colleagues. Your educational content can reach thousands or even millions of people, spreading your name without expensive ad campaigns. You become part of a community, not a distant corporation. When new trends or changes hit your industry, people will look to you first for an explanation. This ability to lead the conversation makes you an authority, giving you a long-term advantage over competitors who do not invest in education. In a world full of choices, the company that teaches best often wins. It captures the hearts and minds of customers by showing it cares about their knowledge and success.
Chapter 8: Using Videos and Visual Content to Strengthen Transparency and Understanding, Meeting Modern Customer Expectations.
Have you ever watched a YouTube unboxing video before buying a new gadget? Or checked a short how-to video to learn a skill in minutes? Videos have become a huge part of how we learn and decide what to buy. Experts say that in just a few years, a large chunk of online traffic will be videos made for customers. This is no accident. Videos are easy to follow, interesting to watch, and can show details that words sometimes miss. For companies, creating helpful videos is an incredible way to build trust and make complex information simple.
When businesses create their own video content in-house (instead of hiring outside marketers), they can show a more genuine side of themselves. Staff members can appear on camera, introduce themselves, and talk directly to viewers. This human touch makes the company feel more relatable and open. Customers appreciate seeing who they’re dealing with, instead of just reading text on a screen. By answering common customer questions in video format, companies save time. Instead of sending the same explanation over and over by email, they can share a well-produced video that addresses those frequent issues clearly.
Video helps customers feel more confident about their choices. They can see products in action, watch demos, and learn about care and maintenance procedures before buying. Just like reading an honest article, watching a video that openly discusses a product’s strengths and weaknesses builds trust. It’s harder to hide behind fancy words when a demonstration is right there in front of your eyes. Customers are likely to say, Okay, I see how it works. Now I understand what I’m getting. This sense of clarity reassures them that they’re making a smart choice.
As people’s attention spans grow shorter, videos also fit perfectly into their daily habits. Instead of reading long documents, many prefer a quick, well-structured video. Companies that respond to this demand show they care about making life easy for customers. It’s not just about selling; it’s about guiding. Over time, such transparent video communication turns into a powerful marketing advantage. Customers share videos with friends and family, spreading the brand’s reputation without extra effort. The more comfortable viewers feel, the more likely they are to trust that company when it’s time to buy. As the digital world continues to evolve, video content remains a smart, honest way to connect with customers on their terms.
Chapter 9: Conversational Marketing: Real-Time Responses and Friendly Chats That Customers Love for Quick and Easy Buying.
Think about how you communicate with friends. You probably send quick messages through apps rather than writing long emails. Communication today is short, direct, and instant. Why should talking to companies be any different? Conversational marketing is about helping customers get answers right away, in a way that feels natural and human. Instead of waiting days for an email response, customers can hop onto a website’s chat feature or send a quick message to a company’s social media account and get the help they need almost instantly.
People love fast solutions, especially when they’re ready to buy. If a customer can’t get a simple question answered quickly, they might give up and go somewhere else. By using live chat or even chatbots that respond instantly, businesses remove friction from the buying process. A friendly Hello, how can I help? at the right moment can turn confusion into clarity. Quick answers also show that the company values the customer’s time. If customers feel important and heard, they’re more likely to trust the brand and move forward with the purchase.
Conversational marketing also creates a more personal connection. Customers feel like they’re talking to a helpful friend, not just reading a website. This personal touch can soothe doubts and ease worries. It’s like having a salesperson who is always available, but without the pushy attitude. Some companies even use simple, casual language in their chats, because what really matters is being helpful fast. Customers don’t need perfectly polished answers—they need effective, honest responses. This real-time support builds confidence and can lead to immediate sales, making the entire experience positive.
The future belongs to businesses that understand that customers want to be treated like people, not just credit cards. Conversational marketing acknowledges that shoppers have questions day or night. By being always ready to help, companies prove they care. This kind of open communication also allows businesses to learn more about what customers need, helping them create better products and content in the future. The result is a stronger bond, more return buyers, and a growing reputation for excellent service. In a noisy online world, being available and responsive stands out as a true advantage, ensuring customers feel guided, respected, and satisfied with their choices.
Chapter 10: Embracing the Full ‘They Ask, You Answer’ Philosophy for Long-Term Success and Standing Out in a Crowded Marketplace.
They Ask, You Answer isn’t just a bunch of tips. It’s a whole way of thinking about business and customers. Instead of focusing on what you want to sell, you focus on what customers want to learn. Rather than hiding prices, weaknesses, or comparisons, you put them right in front of people. This takes courage and honesty, but the reward is long-term trust. When you treat your customers as partners, offering them valuable information, they will return the favor by becoming loyal supporters. Over time, this loyalty helps you stand out, even in a crowded market.
Adopting this mindset involves changing how everyone in the company thinks and acts. It means training sales teams to become helpful advisors, encouraging marketing teams to produce honest content, and guiding leaders to trust that honesty will lead to success. Companies that embrace They Ask, You Answer fully commit to helping customers at every step. Whether through articles, videos, webinars, or real-time chats, they aim to make the buying experience simple, pleasant, and genuinely useful.
Over time, this approach pays off in ways old-fashioned advertising cannot. While pushy ads might bring short bursts of attention, they don’t create lasting trust. When customers feel respected and informed, they reward that good behavior by sticking around. They become repeat buyers and refer others. They see your company as a reliable source of truth in an online world filled with half-truths and sales tricks. By answering their questions before they even ask, you show a deep understanding of their needs, convincing them that you’re worth trusting.
In the end, They Ask, You Answer is about more than just selling products. It’s about building a community of informed buyers who appreciate honesty. It’s about creating long-term relationships instead of one-time transactions. Businesses that follow this philosophy discover that their customers are happier, their reputation is brighter, and their future is more stable. As the market continues to evolve, those who place education, honesty, and clear communication at the center of everything will thrive. This mindset transforms marketing from a sales trick into a true service. It becomes a guiding principle that leads to steady growth, enthusiastic reviews, and loyal fans who keep coming back.
All about the Book
Unlock the secrets of effective marketing with ‘They Ask You Answer’ by Marcus Sheridan. Discover how to engage your audience, improve transparency, and accelerate sales by addressing customer questions directly in compelling content.
Marcus Sheridan, a leading marketing expert, empowers businesses through innovative content strategies. His insights on customer engagement have transformed industries and inspired professionals worldwide.
Digital Marketers, Content Creators, Sales Professionals, Business Owners, Customer Service Managers
Writing, Blogging, Public Speaking, Continuous Learning, Networking
Lack of customer trust, Ineffective communication strategies, Poor sales conversion rates, Inconsistent branding and messaging
The more you help your customers, the more your business will thrive.
Gary Vaynerchuk, Seth Godin, Neil Patel
Best Business Book of 2018, Marketing Book of the Year, Top 50 Marketing Books to Read
1. How can you create content that answers customer questions? #2. What strategies can improve your website’s visibility online? #3. How do customers’ concerns influence your business decisions? #4. What role does transparency play in building trust? #5. How can video content enhance customer engagement levels? #6. Why is educating your audience crucial for success? #7. How do you identify what your customers truly want? #8. What are the benefits of embracing customer feedback? #9. How can content marketing drive sales and revenue? #10. What techniques help in addressing objections effectively? #11. How can storytelling improve your marketing approach? #12. What does it mean to become a thought leader? #13. How can you measure the success of your content? #14. What common mistakes do businesses make in content strategy? #15. How do you stay consistent with your content creation? #16. What are the advantages of using a blog for business? #17. How can you leverage social media for engagement? #18. What impact does quality content have on SEO? #19. How can you turn customers into advocates for your brand? #20. What is the importance of a customer-centric mindset?
content marketing, inbound marketing, customer engagement, business growth, digital marketing strategy, sales techniques, online business tips, lead generation, marketing education, content creation, B2B marketing, business communication
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