We follow the marketing strategy outlined in Marcus Sheridan’s book, They Ask, You Answer. This book has been instrumental in shaping our content strategy and helping us deliver honest and reliable knowledge to the world of the modern consumer.
What did we learn from, They Ask, You Answer?
One of the first things we learned is that the way people buy things has changed dramatically over the past decade. Nowadays, on average, 70 percent of the buying decision is made before a prospect even talks to a company! This single fact has transformed our company.
We have realized that we need to earn our customers trust.
This simple value, trust, is consistent across all consumers and buyers. This trust is what brings us together to do business.
Our goal is to be the most trusted voice in the cabinetry industry. We want to be the best in the world at teaching cabinetry.
How do we earn our customers trust?
We create content because our customers ask and we answer. They Ask, You Answer is a business philosophy. It means that we believe it is our duty to be the “teacher”, the go-to source within our industry. One that’s not afraid to answer each and every question our customers have. We approach each question with a teacher’s mentality without bias, our sole obsession is simply one of thoroughly educating the reader.
How do we choose our content?
We write blogs, make videos, and other content to post on our website, in our learning center. When we create content we focus on the big 5 categories:
We focus on what consumers are asking, thinking, and searching for. Producing content forces us to understand the buyers and the way they think. Once people read 30 pages of our content they are 80% likely to buy from us. These articles and videos are very powerful sales tools that give us credibility.
We admit that our company may not be the best fit for everyone, that other options might be better at times. We explain how we will give an honest comparison and let the reader choose what is best for them. Honesty and transparency are self-evident and when done with the right intentions, have a profound influence on the business, brand, and bottom line. We want readers to think, “My goodness, these guys are so honest I should probably call them!”
Our company content is an extremely powerful resource. When we write down what we know, it turns it into a standard that we can follow. It turns word of mouth information into something concrete, that we can hold each other accountable to. This allows us to use our content as the primary guide for all training, messaging, etc. When we answer a question for our customer we are also creating a training guide for our employees.
This is what we love most about They Ask, You Answer. Anyone can ask the question and anyone can answer. Whoever writes it down is creating a powerful tool, a standard that we can now hold ourselves to.
How can you help our mission of They Ask, You Answer?
Ask us questions! We love to answer them, so send them our way. No question, thought, or concern is stupid or silly. Each one is an opportunity for us to help you and help our company. Thank you for being a curious and informed consumer.