Unlocking the Power of “They Ask, You Answer”
“Focus on what your customers want to know and provide them with valuable, transparent, and honest answers.”
Being customer-centric isn't just an option; it's a necessity.
Why Be Customer-Centric?
Trust-Building: Customers are more likely to engage with brands they trust. By addressing their questions and concerns transparently, you foster trust from the get-go.
Loyalty: Happy customers become loyal customers. When you consistently provide valuable content and solutions, you create long-lasting relationships.
Differentiation: Standing out in a crowded marketplace is challenging. Being customer-centric sets you apart as a brand that truly cares about its audience.
Data-Driven Insights: By listening to what your customers are asking, you gain invaluable insights into their needs and preferences, shaping your strategy for success.
Need we say more?
Listen to this episode to know more about the TAYA Philosophy and The Big 5 according to Marcus Sheridan.
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TDE Episode 18: Unlocking the Power of “They Ask, You Answer”
Carl: This week, we have an exciting episode lined up. We're diving deep into a game-changing book that has revolutionized the way businesses approach content marketing - "They Ask, You Answer" by Marcus Sheridan.
Anne: Love the title! By the way, this is the second time we’re sort of reviewing a book in our podcast. The first one was a few episodes ago and it was about Atomic Habits by James Clear. We’ll link that episode here.
Carl: To kick things off, let's start with a quick overview of the book. "They Ask, You Answer" is not just a book; it's a philosophy that has transformed how companies connect with their customers through content. And in the book Marcus also anchors on an important concept called the TAYA Philosophy.
Anne: You introduced Marcus Sheridan, the author, to me as someone who will take his readers on a journey through his experience of turning a struggling pool company into a multi-million dollar business by simply answering customer questions through content.
The Power of Customer-Centric Content
Carl: One of the key takeaways from the book is the idea of being customer-centric in your content marketing strategy. Instead of pushing your products or services onto your audience, Marcus advocates for genuinely answering their questions and addressing their concerns. This builds trust and positions your brand as a valuable resource.
Anne: I like the emphasis on building trust and positioning your brand as a valuable resource. Some brands nowadays miss the mark and they end up in branding oblivion.
Carl: That’s because of a lack of understanding of what their clients want and need. Now, in the book, Marcus introduces what he calls "The Big 5" which are the five key types of content that address the most common questions customers have. We'll delve into each one of them and discuss how you can leverage them in your content marketing strategy.
The Big 5
Anne: First is Pricing and Cost. So people want to know what something will cost before they commit. How can you use this to your advantage?
Carl: Next is Problems, which is all about addressing common problems and challenges your customers face. This not only positions you as an expert but also helps customers see you as the solution!
Anne: Third is Vs. Competitors. In the Philippines, we’re still quite discreet with calling out competitor brands and businesses. We’re still conservative that way. But in Western culture, particularly in the US, they’re very used to asking the question “How can you openly compare your products or services with competitors?“
Carl: That’s true. I remember you telling me stories in your old advertising days where it’s actually unethical to name the competitor brand. Instead, we use Brand X or XYZ, but you will see in the ads or commercials the color of the competitor brand. It’s funny actually.
Next is reviews and Comparisons. This explores the power of user-generated content and how it can influence potential customers.
Anne: This one is the most effective by far especially in platforms like TikTok and YouTube, where content creators do honest (or maybe not-so-honest) and unfiltered reviews of a product, service, industry, etc.
Carl: And finally we have Best in Class: What does it mean to be "the best" in your industry, and how can you showcase that in your content? Personally, I look for this as much as I can when I’m researching a product. Or if the “best in class” is beyond the price point I had in mind, I’ll go to the next best in class, so it’s still a perfect way of doing consumer research. And as a consumer or customer, you have to be diligent in how you buy something. You don’t want to end up with buyer’s remorse…
Anne: As so many out there do.
Building Trust Through Transparency
Carl: Now, transparency is a big theme in "They Ask, You Answer." Marcus emphasizes the importance of being open and honest with your audience, even if it means discussing potentially negative aspects of your products or services. How can you strike the right balance between transparency and brand image?
Anne: We've seen incredible success stories emerge from companies that have embraced the "They Ask, You Answer" philosophy. And I love how the book provides a roadmap for implementing the "They Ask, You Answer" philosophy in your content marketing strategy. We’ll link the book in the show notes for your reference in case you, our dear audience, don’t have it yet.
Carl: That wraps up this week’s. We hope you've enjoyed our exploration of "They Ask, You Answer" by Marcus Sheridan. If you're looking to transform your content marketing strategy and build trust with your audience, this book is a must-read…
Anne: And we, Team Dklutr, are a must-hire! Just kidding, but jokes are half meant!
Carl: But there’s truth to your joke though. Remember, the key is to focus on what your customers want to know and provide them with valuable, transparent, and honest answers.
Thanks for listening! If you haven't already, make sure to subscribe to our podcast so you never miss an episode. This is Team Dklutr, signing off. Take care, stay curious, bye for now!
