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They Ask You Answer by Krista Kotrla, Marcus Sheridan

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15How Talking about Our Problems Generated More Than $500,000 in Revenue

The reaction to the problems post on our website was very similar to the cost piece. In both cases, consumers expressed their gratitude and ultimately gave us their trust.

Just like before, if they could have responded with their voice, they might have said, “Finally, somebody was willing to address this question!”

What was the result of that post? Well, in simple terms, over the past six years more than 260,000 people have visited our website because their search criteria related to “problems” with fiberglass pools. And thanks to the fact that we can track each one of those visitors who eventually filled out a “Request a Quote” form we also know this one article has generated well over $500,000 in additional sales since the day it was published.

You may be wondering how talking about one’s own problems (flaws, negative reviews, and such) could generate half a million dollars, but the answer is simple, really. People trusted us because we were willing not only to address, but to embrace, the elephant in the room. And that, in and of itself, is power.

In closing, I ask you this: How many times over the years have prospective customers questioned you about any of the potential problems or issues they may experience with your products or services, or your company?

If they have asked you these types of questions, I guarantee you that thousands of others have searched those same issues online. I can also promise ...

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