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A Revolutionary Approach to Inbound Sales, Content Marketing, and Winning Today’s Digital Consumer

In They Ask You Answer, Marcus Sheridan upends traditional sales and marketing paradigms with a straightforward but transformative idea: answer your customers’ questions honestly, openly, and proactively. Rooted in his experience rescuing a struggling pool business through radical transparency, Sheridan’s approach champions content as the new sales tool.

This book is a practical guide for businesses navigating the modern digital landscape, where customers hold the power. Sheridan argues that buyers don’t want to be sold to they want to be educated and informed. By addressing the most common questions and objections directly through blogs, videos, and other content companies can build trust, attract qualified leads, and close sales more effectively.

Far from a theoretical treatise, They Ask You Answer is a hands-on playbook packed with actionable strategies for content marketing, inbound sales, and transforming your company culture to be customer-centric in an era of skepticism and choice overload.

Top 10 Lessons from They Ask You Answer

1. Transparency Is Your Greatest Competitive Advantage

Customers crave honest answers even about pricing, weaknesses, and mistakes. Sheridan shows that being open about these topics disarms skepticism and builds lasting trust.

Don’t hide; share. Openness turns prospects into advocates.

2. Content Is the New Sales Conversation

Instead of traditional sales pitches, companies should create content that educates buyers at every stage of their journey helping them make informed decisions.

Content doesn’t just attract; it converts.

3. Answer Every Question Your Customers Have

Identify and prioritize your buyers’ most pressing questions, then create clear, comprehensive answers. This addresses objections before they arise, shortening sales cycles.

If you’re not answering your customer’s questions, someone else will.

4. Create Video Content to Humanize Your Brand

Video is the most engaging format for answering tough questions and showing authenticity. Sheridan encourages companies to embrace video to connect emotionally and build credibility.

People buy from people, not faceless companies.

5. Embrace the “Big 5” Content Types

Sheridan identifies five core content pieces every company must produce: pricing, problems, comparisons, reviews, and best-of lists. These form the backbone of a transparent, helpful content strategy.

Master these, and you master customer trust.

6. Align Sales and Marketing Around Customer Questions

When sales and marketing collaborate closely to answer the same questions, the customer experience becomes seamless, and conversion rates improve dramatically.

Unified messaging is the difference between confusion and clarity.

7. Use Content to Drive Inbound Leads and Reduce Ad Spend

Investing in organic content that answers questions can dramatically lower customer acquisition costs compared to paid ads and cold outreach.

Content marketing is a long-term asset, not a short-term expense.

8. Shift Your Company Culture to Customer-Centricity

They Ask You Answer is as much about mindset as it is about tactics. Sheridan advocates for embedding transparency and education into every department, from sales to customer service.

When everyone is on the same page, your customers feel it.

9. Be Consistent and Patient Trust Takes Time

Building authority through honest content isn’t instant. Sheridan stresses persistence, patience, and ongoing refinement as keys to sustained growth.

10. Measure What Matters: Engagement, Leads, and Closed Deals

Track how your content impacts real business outcomes. It’s not just about traffic or likes—it’s about attracting qualified prospects and closing sales.

Analytics without action is just data noise.

Final Thought

They Ask You Answer is a wake-up call for businesses stuck in outdated sales tactics. Marcus Sheridan’s revolutionary approach proves that answering honestly and abundantly is the smartest way to build trust, drive leads, and grow revenue in today’s digital age.

For leaders, marketers, and sales professionals ready to flip the script and put customers first, this book offers a clear, actionable blueprint that works across industries and business sizes.