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They Ask You Answer by Krista Kotrla, Marcus Sheridan

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6Brainstorming the Questions You Are Asked Every Day

Now that I’d discovered the core philosophy we’d be adhering to as we moved forward with River Pools and Spas, it was time to act.

My first action was simple: I sat down at my kitchen table late one night and brainstormed all the questions I’d received about fiberglass swimming pools over the previous nine years.

As you might imagine, the writing was fast and furious. After all, I sold swimming pools for a living. I heard questions from prospects and customers all day long, so the idea of simply recalling these questions was by no means difficult. After about thirty minutes, I had more than a hundred questions listed on the paper.

Wow.

What happened next is where things became very interesting. I took these questions I listed and over the coming months, late at night when everyone in my house was asleep. I (along with my two business partners) would write articles or make videos answering each of them. Most of these articles were published to our website as blog articles, with the question itself becoming the title of the post. The videos were uploaded to YouTube and also placed on the website.

For me, this whole process became somewhat of a religion. If I was on a sales appointment, as soon as the prospect would ask me a question my immediate thought was, Have I answered that on our website yet?

And remember, I’m not talking here about one- or two-sentence answers to questions. I’m talking about really answering the question, ...

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