They Ask, You Answer: Transforming Your Business with Radical Transparency

Marcus Sheridan’s They Ask, You Answer is a game-changing book that introduces a customer-first marketing and sales approach.

By prioritizing radical transparency and answering customer questions openly, businesses can build trust, increase engagement, and drive sales.

This article delves into the key principles of They Ask, You Answer and how you can apply them to your marketing strategy.

What is They Ask, You Answer?

At its core, They Ask, You Answer is a content marketing strategy that focuses on answering customers’ most pressing questions honestly and transparently.

Sheridan discovered this approach while saving his struggling swimming pool business during the 2008 financial crisis. Instead of relying on traditional advertising, he created content that addressed common customer concerns, such as pricing, product comparisons, and potential problems.

The result? His business thrived, becoming one of the most successful pool companies in the world.

The Power of Radical Transparency in Business

Why Transparency Builds Trust

Consumers today value honesty more than ever.

When businesses openly address pricing, potential drawbacks, and competitor comparisons, they establish credibility and build long-term relationships with their audience.

Instead of shying away from difficult topics, embrace them. Transparency not only differentiates you from competitors but also positions your business as an industry leader.

Example: Many companies avoid discussing pricing on their website. However, studies show that consumers actively seek pricing information before making a purchase decision. Businesses that openly share pricing details attract more qualified leads and reduce friction in the buying process.

Creating Valuable Content: The Five Essential Customer Questions

To implement They Ask, You Answer, businesses should focus on creating content that answers five key questions every potential customer asks:

1. What does your product or service cost?
2. What are the potential drawbacks?
3. How does it compare to alternatives?
4. What do customer reviews say?
5. Who are the best providers in your industry?

By addressing these questions in blog posts, videos, and other forms of content, businesses build trust and establish themselves as the go-to resource in their industry.

Teaching Instead of Selling: A New Marketing Approach

Why Education Wins Over Hard Selling

Traditional sales tactics often repel modern consumers.

Instead of pushing products, successful businesses focus on educating customers and helping them make informed decisions. This shift builds loyalty and increases conversion rates.

Example: CarMax revolutionized the used car industry by eliminating high-pressure sales tactics and prioritizing transparency. Customers trust them because they provide vehicle history reports, fixed pricing, and no-haggle policies—all of which empower buyers.

Assignment Selling: Educate First, Close Faster

How Educated Buyers Convert More Easily

One of the most powerful tactics in They Ask, You Answer is Assignment Selling.

Sheridan found that prospects who consumed at least 30 pages of content before speaking to a sales rep had an 80% close rate, compared to just 25% for those who didn’t.

How to Implement Assignment Selling:

• Provide educational content to potential customers before sales calls.
• Make reading or watching key content a prerequisite for consultations.
• Filter out non-serious buyers by requiring engagement before moving forward.

Addressing Problems and Competitor Comparisons Head-On

Why You Should Acknowledge Product Drawbacks

No product or service is perfect, and customers will find out about potential drawbacks one way or another. Businesses that openly discuss challenges earn credibility and control the narrative.

Example: Sheridan wrote an article titled The Top 5 Fiberglass Pool Problems & How to Fix Them. Instead of scaring customers away, it became one of his most popular pages, generating over $1 million in revenue.

Competitor Comparisons: Taking Control of the Conversation

Many businesses hesitate to acknowledge competitors, but customers are already comparing options. By proactively creating fair, unbiased comparison content, you provide value and gain trust.

Content Ideas:

• “Our Product vs. Competitor X: Which One is Right for You?”
• “Best [Your Industry] Solutions in 2025: An Honest Comparison”
• “How Our Service Compares to Alternative Solutions”

Leveraging Video Marketing for Maximum Impact

Why Video Builds Trust Faster

Today’s consumers prefer video over text when researching products.

Businesses that incorporate video marketing see increased engagement and higher conversion rates.

Best Types of Video Content:

• Answering frequently asked questions
• Behind-the-scenes insights
• Customer testimonials
• Pricing breakdowns and service explanations

Example: Studies show that people are far more likely to trust a business when they can see and hear a real person explaining a product rather than just reading a paragraph of text.

Implementing They Ask, You Answer in Your Business

To successfully integrate They Ask, You Answer into your marketing strategy, follow these key steps:

1. Make a list of customer questions: Identify the most common concerns potential buyers have.
2. Create content that answers these questions: Blog posts, videos, and FAQs should cover all major customer inquiries.
3. Use transparency to differentiate your brand: Discuss pricing, potential drawbacks, and competitor comparisons openly.
4. Integrate content into the sales process: Ensure sales teams use educational materials to qualify and nurture leads.
5. Leverage video to enhance trust and engagement: Prioritize video content to humanize your brand and build stronger customer relationships.

Key Takeaways from They Ask, You Answer

• Transparency builds trust: Be open about pricing, product limitations, and comparisons.
• Educated buyers convert faster: Use content to inform potential customers before sales interactions.
• Video marketing is essential: Customers trust video explanations more than text-based content.
• Address competitor comparisons: Proactively discuss alternatives to establish credibility.
• Content should be a core part of sales and marketing: Ensure every customer question is answered through valuable, well-structured content.

FAQs about They Ask, You Answer by Marcus Sheridan

What’s the big idea behind ‘They Ask You Answer’?

The core idea of They Ask, You Answer is that businesses should openly answer customer questions to build trust and drive sales. Instead of self-promotion, the focus is on understanding what customers think, ask, and worry about, then providing clear and honest answers through content like blog posts and videos.

Key principles include:

• Customer-Centricity – Answer what customers truly want to know, not just what businesses want to say.
• Transparency & Honesty – Address all questions, even difficult ones, to build credibility.
• Education & Teaching – Position your business as a trusted industry expert.
• Content Creation – Use blogs, videos, and FAQs to provide real value.
• Trust as a Foundation – Earning trust leads to better sales and customer relationships.
• Broad Business Impact – This is not just marketing; it influences sales, branding, and company culture.

In short, this approach helps businesses become a trusted resource, making it easier for customers to buy with confidence and ensuring long-term success.

How do I answer the tough questions from customers?

To effectively answer tough customer questions, follow the They Ask, You Answer approach by prioritizing honesty, transparency, and education.

Key Strategies:

• Acknowledge & Address Directly – Avoid dodging tough questions; tackle them openly to build trust.
• Be a Teacher, Not a Salesperson – Provide thorough, informative answers instead of sales pitches.
• Use the “Disarmament” Technique – Admit your product may not be for everyone to establish credibility.
• Turn Weaknesses Into Strengths – Address potential flaws honestly to control the narrative.
• Discuss Pricing & Costs – Be upfront about pricing factors to set clear expectations.
• Create Valuable Content – Use blogs, videos, and FAQs to answer common concerns.
• Provide Unbiased Comparisons – Acknowledge competitors’ strengths to gain trust.
• Be Consistent – Ensure the same honest answers appear across all platforms.

By embracing these principles, businesses can transform challenging questions into trust-building opportunities that strengthen customer relationships and drive sales.

How can I apply ‘They Ask, You Answer’ to my business?

To apply They Ask, You Answer to your business, focus on answering customer questions with transparency and education. This requires a shift in mindset, content strategy, and business operations.

Key Steps to Implementation:

1. Shift Your Mindset – Prioritize customer needs over self-promotion, embrace honesty, and position your business as an industry educator.
2. Identify Customer Questions – List all the concerns, fears, and questions customers have, using their exact wording.
3. Create Content – Develop blog posts, videos, and podcasts that provide clear, unbiased answers.
4. Focus on the “Big 5” Topics – Address pricing, product problems, comparisons, reviews, and top industry recommendations.
5. Embrace Transparency – Be open about costs, challenges, and competitors to build credibility.
6. Integrate with Sales – Use educational content in the sales process to qualify leads and improve conversions.
7. Build a Company-Wide Culture – Involve employees in content creation and ensure alignment with this approach.
8. Optimize Your Website – Make customer questions easy to find, use video content, and implement chat tools.
9. Measure and Adapt – Track website analytics and refine content based on engagement and results.
10. Start Now – Begin by answering one major customer question and remain consistent in providing value.

By following these steps, your business can build trust, attract the right customers, and drive long-term growth.

What kind of content should I make with ‘They Ask, You Answer’?

With They Ask, You Answer, create content that directly addresses customer questions with transparency and honesty. The goal is to educate, build trust, and position your business as the most reliable source in your industry.

Types of Content to Create:

1. Answer Specific Customer Questions – Focus on real concerns, fears, and issues that customers ask in their own words.
2. Address the “Big 5” Topics:
   • Pricing & Costs – Be clear about what customers can expect to spend.
   • Problems – Discuss potential downsides of your products or services honestly.
   • Comparisons – Provide fair comparisons with competitors.
   • Reviews – Share customer reviews and even recommend alternatives.
   • Best in Class – Offer a list of the best industry options, not just your own.
3. Use Multiple Content Formats:
   • Blog Posts – Provide detailed, well-researched answers.
   • Videos – Create product demonstrations and behind-the-scenes insights.
   • Podcasts – Offer in-depth discussions for audio learners.
   • Buying Guides & Webinars – Help customers make informed decisions.
   • Ebooks & Templates – Package valuable information for deeper engagement.
4. Prioritize Transparency – Address uncomfortable topics like pricing and competitor strengths.
5. Use Real-World Examples – Include case studies and customer success stories.
6. Create an 80 Percent Video – Cover the most common sales questions in a single video.
7. Focus on Bottom-of-the-Funnel Content – Target content that helps customers make purchasing decisions.
8. Repurpose & Update Content – Turn sales conversations into blogs, videos, and keep content relevant over time.

By focusing on honest, educational, and engaging content, businesses can build strong customer relationships and drive long-term growth.

What are the most common questions buyers have in my industry?

To identify the most common questions buyers have in your industry, focus on their needs, fears, and concerns. This requires gathering insights from multiple sources and continuously refining your understanding.

Key Strategies to Identify Buyer Questions:

1. Brainstorm Customer Questions – List all questions prospects have asked, focusing on their concerns, fears, and objections. Write them exactly as customers would phrase them.
2. Engage with Your Teams:
   • Sales Team – Identify common objections and questions prospects frequently ask.
   • Customer Service Team – Analyze recurring customer inquiries and pain points.
3. Analyze Website Data – Use analytics to track search queries and high-engagement pages.
4. Consider the “Big 5” Questions Buyers Always Ask:
   • Pricing & Costs – How much does it cost? What factors influence pricing?
   • Problems – What are the risks or downsides? Are there negative reviews?
   • Comparisons – How does this compare to alternatives?
   • Reviews – What do customers say about it?
   • Best in Class – What are the best available options?
5. Monitor Competitor Criticisms – Identify objections or complaints customers raise about your product or competitors.
6. Understand Buyer Fears – Address the concerns that may prevent buyers from making a purchase.

Understanding customer questions is an ongoing process. Regularly gathering insights will help refine your content strategy, improve customer engagement, and enhance trust in your industry.