In this week’s podcast we have the brilliant Marcus Sheridan who is the author of one of my favourite books – “They Ask, You Answer”. We are going to be talking about how this concept came about, why it is so important and how we can use this in our businesses going forward.KEY TAKEAWAYS COVERED IN THE PODCASTMake sure you are talking to your customer through your content. Show them what they want to see.Don’t over-complicate your content.Focus on the questions that your buyers want to know.The 5 subjects customers research – price/cost, problems/negatives, comparisons, reviews/ratings and the best thing.The mistake most companies make with their content, is to talk about answers that are not even in the buying funnel or they are the top of the funnel – you have to start at the bottom.The questions at the bottom of your buying funnel are the questions you get asked all the time.You should aim for 75% of your content to be focused on the 5 subjects that customers research.Be brave with your content – you don’t have to follow the rules and worry about what your competitors are doing!Teaching equates to trust. Trust equates to sales.Be honest and transparent with your customers.Over 80% of all people will not go to a restaurant if they don’t advertise their prices in their online menu.Over half of people will not buy what is in their basket if they can’t find a discount code after seeing the code box.When discussing pricing in your business, help your customer to understand the market place in general.The more specific companies are in talking about cost and price, the better the results become – more leads.Give your customers an educational experience.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…Customers are unlikely to purchase the first time they see your product or service, but if you are helpful, supportive, answering questions and giving knowledge, they will take that and remember you to purchase in the future.HIGHLIGHTS YOU SIMPLY CAN'T MISSAn Introduction to Marcus 02:06Sales Initiative vs Marketing 09:22Revenue from Action 17:15Content Creation 20:23Answering your Customer’s Questions 26:30Being Brave with your Content 32:20Being Honest with your Customers 36:30Educational Resources 47:10Transcript below Hello and welcome to this week's episode of the podcast. How has your week been? I hope you've had a really good one. If you've been following me on Instagram, you'll see that my garden has been finished. If you're not fallowing me on Instagram, you might think, why am I talking about my garden? Well, basically, I have had some contractors in, and they have done my gardening, which is really exciting. And I've been putting on Instagram, and I got so much interaction that was wonderful. So I've been sharing the updates in there, and it was finished as I'm recording this, so a few days ago, by the time you get to listen to this. So, yeah, it's exciting stuff. So that's what I've been doing with my time. So I hope you've had a good week.Anyway, this week we have a great interview for you. Now, you will know, because I've said it before, that one of my favourite books I've read for marketing is a book called They Ask You Answer by Marcus Sheridan. And I was so very lucky to be given some of Marcus' time in order to bring him onto the podcast, to talk about how this came about, why it's so important, and how we can use it in our businesses going forward every day.But, honestly, if you haven't read the book, I highly recommend it because it gives you some really interesting ideas on the importance of content creation, and you know I go on about that all the time, but also...

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