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What it argues
Marcus Sheridan saved his swimming pool company during the 2008 financial crisis by doing something most businesses resist: answering the questions customers were actually asking online, including the uncomfortable ones about price, problems, and comparisons with competitors. They Ask, You Answer is the philosophy he developed from that experience and then spent a decade teaching to companies across industries.
The central idea is simple. Buyers research before they buy. They have questions — about cost, about problems, about comparisons, about reviews, about best-in-class options. Most companies refuse to answer these questions on their websites because they're afraid of showing a price, admitting a limitation, or acknowledging a competitor. Sheridan argues that this refusal creates a trust gap and that the company willing to answer honestly captures the buyer's attention and, eventually, their business.
What it gets right
- 1.
Buyers research extensively before purchasing. Companies that answer their questions honestly online win attention and trust that advertising can't buy.
- 2.
The Big Five content topics — cost, problems, comparisons, best-of lists, and reviews — are what buyers search for most and what most companies refuse to publish. That gap is an opportunity.
- 3.
Publishing your pricing, even in ranges, reduces the time salespeople waste on unqualified prospects and increases the quality of inbound leads.
What it covers
Who wrote it
Marcus Sheridan is a speaker, author, and marketing consultant who built River Pools and Spas into one of the most visited swimming pool websites in the world through content marketing. He is the founder of The Sales Lion, a digital marketing agency, and has spoken at conferences globally about inbound marketing and buyer trust. They Ask, You Answer was first published in 2017 and updated in a second edition in 2019. Sheridan's approach draws on his direct experience of almost losing and then rebuilding a small business through transparent content.
