Did you receive any tips that really stuck with you?
In 2017 my partner Cara and I attended a VIP presentation and book signing event for Simon Sinek.We were in the front row and had three uninterrupted hours of learning from the man who has us all urged to start with why.
Cara is the Managing Director of her family business Gillies & Mackay who build premium timber garden buildings - shelters , summer houses, garden rooms and garages.
During the conference, Simon asked Cara what Gillies & Mackay had done, and his response was: "We build the best sheds in the world.
Now we can tell she does (warning: we might be a bit biased), but how could she know that?
Simon quickly chose told him that to know that Gillies & Mackay had built the best hangars in the world, they would have to test all the hangars in the world, a physical impossibility. So they can't say that for sure.
But what is possible is to continually strive to be the best.
This lesson really struck a chord with me! And it influenced the way I approachThey Ask, You Answer.
Many organizations embrace the principles of They ask, you answer and think it's about becoming the best, but the problem is that once as you believe you are the best, you take your foot off the gas. This is not conducive to continued success.
Now you've seen the case studies. You probably already know that they ask, you answer produces results , but why? Why are they asking, you answer such a successful formula in today's market?
What mechanisms does it exploit to cause a change in consumer behavior and an increase in sales and marketing? And how can you be sure of that? They ask, you answer who is at the origin of these problems and not asomething else?
These are all valid questions. And the ones that a lot of companies ask themselves.
The answer comes back to Simon 's comment on striving to be the best. Ultimately, They ask, you answer is about the constant drive to put in more effort, care more, and become the most trusted. This is about aligning better with buyers than before.
In this article, I'll connect the dots, to help you understand why They Ask, You Answer is such a powerful tool. And why this methodology works so well.
What is it really about? Ask, you answer?
You already know what they are asking, you are answering, right?
First of all, it 's a book from the partner IMPACT Marcus Sheridan detailing an approachhe revolutionary inbound sales, content marketing and digital consumer.
This leads many people to believe that They Ask, You Answer is just a glimpse of marketing tactics, but in reality it is much more than that.
The last thing the world needs is just another inbound marketing book; They ask, you answer is a philosophy. It is the result of a proven, transformative system that has not only saved Marcus his pool company, but has saved thousands of organizations across the world.
🔎 Related: 81% of people start their shopping journey with a web search. And that number will only increase. Buyers educate themselves. They feel more qualified, more educated, more confident and genuinely satisfied with the decision they are about to make when they are informed.
So much so that on average, 70% of a buying decision is made before a prospect ever talks to a business. And what do you think makes them buy when they talk to a business?
As Marcus Sheridan puts it: "We are all in the realm of trust.
While 67% of customers will try a product based on their reputation, they will stop buying if they do not trust the company.
Long-term loyalty is no longer just a question of price and functionality. About 64% of consumers are now buyers driven by their convictions. This means that they want to buy brands that align with them socially and culturally. It’s not just about the product or service.
If you manage to build trust with your client outside of these elements, he spend more , stay longer and refer more future customers. Ultimately, the buyer has changed and that should influence the way we go to the market.
How they ask, you answer aligns with that new buyer…
Oncee understand this change in buyer behavior, it is easier to see why they ask, you answer works and why responsible for increased leads and sales.
Ultimately they ask, you answer works by exploiting two fundamental behavioral changes in:
- Aligning with how buyers want to buy
- Build trust with prospects and customers
Align with how buyers wish to buy
We have already explained how the buyer 's behavior has changed. They Ask, You Answer works because it helps consumers find the answers to their questions without ever having to talk to anyone.
To do this, it creates content around what Marcus calls The Big 5 topics :
- Cost and pricing
- Problems (theirs and yours)
- Comparisons and cons
- Best of lists (best in class, good practices)
🔎 Related: 'The Big 5 ' Best blog topics companies that generate traffic, leads and sales (+ video)
Content in these categories often outperforms other content, regardless of industry in which it publishes because it focuses on what customers are already asking for and looking for. This results in an increased traffic, leads andSales.
By following the principles of They Ask, You Answer, customers are in control when they want it.
- Find the answers to the questions that really matter to them (it will be different for each consumer)
- Auto-filter (i.e. some organizations will suit them well, others will not)
- Choose which company (s) they would like to contact
As organizations, we can run marketing messages all day, but people aren't as receptive to them as they used to be. The world is loud and full of endless content, but the content in They Ask, You Answer sets itself apart by helping and educating, not by selling.
Building trust with the consumer
Trust in brands is more important than ever, but still only 34% of consumers say they trust the brands they use.
When few organizations are able to, They Ask, You Answer harnesses this need for trust and answers it by answering "tough questions.
Let's use the price / cost component on The Big 5 as an example to illustrate this. Marcus uses the following example in his book.
Imagine you go to a physical store and ask for the price, but the sales people refuse. Not only am I rude, it instantly makes you suspicious. What are they trying to hide?
🔎 Related: the benefits are huge .
They soDon't be more likely to buy from you again, are more brand loyal, will defend the brand, and even defend the brand and its reputation in some cases.
It's not a sales or marketing philosophy
To understand why they ask, you answer, you must first understand a basic truth: they ask, you answer is not a sales or marketing philosophy; It is a business improvement process that exploits how buyer behavior has changed.
Ultimately, they ask, you answer is not about making noise for fun.
It's about giving consumers what they want from a brand - responses and trust - and that's why it works.
Its main purpose is to help consumers make a decision in a way that is convenient for them, in a way that gives them control. It places consumers au heart. It directly touches on what matters to them and it builds confidence by answering questions they need to know before setting a goal.
You can't tactically think of They ask, you answer. It is a continuous process of business improvement that
Here's why They ask, you answer gets results.
He continually inspires people to do and be better. It pushes you to become a world class digital marketing business.
As Simon Sinek says, you can always improve yourself, you can always challenge yourself to be better. But you can never assume that you are the best. It is at the heart of the success of They Ask, You Answer.