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They Ask, You Answer, 2nd Edition
book

They Ask, You Answer, 2nd Edition

by Marcus Sheridan
August 2019
Intermediate to advanced content levelIntermediate to advanced
320 pages
6h 27m
English
Wiley
Audiobook available
Content preview from They Ask, You Answer, 2nd Edition

11 How One Article About Money Generated More Than $6 Million in Sales

For years in my career as a pool guy, whenever a potential customer would call me, within the first five minutes of a conversation I would almost always hear the same question:

“Marcus, I’m not going to hold you to it, but could you at least give me a feel for how much something like this is going to cost?”

For a long time, that question bothered me as a business owner. I wanted to talk about products, benefits, and features, but the customer wanted to immediately know about pricing.

In hindsight, the fact that I let this bother me so much was foolish. If roles had been reversed, I would have wanted to know the same thing.

In other words, as consumers and buyers, we at least like to have a sense of how much things cost before we spend hours upon hours dedicated to learning about that product, service, company, and so on.

Once I stopped thinking like a business owner and started thinking like the consumer (They Ask, You Answer), I realized one of the most important pieces of content I could produce would be the one that addressed the question, “How much does a fiberglass pool cost?”

So, after years of not wanting to address this subject until I was face-to-face with a prospect, I shifted and wrote the article shown in Figure 11.1 on my company website.

The figure shows a screenshot of fiberglass pool cost article, “A Guide to Fiberglass Pool Costs” by River Pools.

Figure 11.1 Fiberglass Pool Cost Article, “A Guide to ...

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Publisher Resources

ISBN: 9781119610144Purchase book