Book Review: They Ask, You Answer — Marcus Sheridan

“Great businesses aren’t built on secrets. They’re built on answering the questions customers already have.”

They Ask, You Answer shares one powerful idea: If customers are asking questions, your business should be the one answering them — clearly, openly, and everywhere.

The book tells how Marcus Sheridan saved his failing pool company during the 2008 recession by publishing honest, helpful content on his website. No gimmicks. No confusing marketing. Just answering real customer questions better than anyone else.

Key Lessons

• Be the most trusted teacher in your industry Customers hire the company that educates them, not the one that hides information.
  

• Answer the “hard” questions Topics like cost, problems, comparisons, reviews, and “best of” lists build trust and drive traffic.
  

• Let your website do the selling When you answer questions online, leads become more informed and easier to close.
  

• Use simple, clear video Everyday videos help customers feel connected and build trust faster.
  

• Company-wide buy-in matters Everyone on the team should help answer customer questions, not just marketing.
  

Why It Matters for Local Businesses

For any local business — whether you run a shop, office, or service-based company — building trust in your community is everything. They Ask, You Answer shows how becoming the most helpful source of information in your area can set you apart from competitors who stay quiet or vague.

Local customers are constantly searching for:

• What something costs in their area

• Which option is best for their specific need

• Honest pros and cons before they buy

• Local comparisons (“Who are the best companies near me?”)

• Clear explanations of how a service works

When your business answers these questions openly on your website, you earn:

• More local visibility

• Stronger trust in your community

• Fewer price shoppers

• Customers who feel confident choosing you over a competitor

Being the most transparent, educational business in your town becomes your competitive edge.

Why This Book Is Worth Reading

• The concepts are simple and actionable

• It provides a proven method for growing organic leads

• It helps any business stand out as the trusted expert

• The strategies work in every local market

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Action Item

List the top 10 questions customers in your community ask most often. Turn each into a blog post, FAQ page, or short video to start building trust and visibility immediately.