The Sales & Marketing Book Club: "They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing and Today's Digital Consumer" by Marcus Sheridan on March 10
In 2001, Marcus Sheridan and his two business partners started a fiberglass swimming pool installation company in Virginia. To market their business, they spent hundreds of thousands of dollars each year in advertising. But in 2008, with the crash of the real estate market, he almost lost his company.
With barely enough money to keep paying the bills and certainly none to invest in any more advertising, Marcus did the only thing he could to market his business to keep it afloat.
He started answering questions.
Every question he ever got from a prospective customer went on to his website in the form of blog posts, videos and ebooks. Questions about price, why his product is not a fit for every customer, the pros and cons of fiberglass pools vs concrete pools and so on.
And you know what happened?
His website became one of the highest trafficked swimming pool websites in the world.
In “They Ask, You Answer,” Marcus walks you through his own journey and explains how your company can do the same thing, as well as the pitfalls along the way toward gaining the trust of your prospective customers by turning your company into a culture of teaching.
Join us Friday, March 10 at NOON at the Slover Library in Norfolk for a catered lunch and conversation about "They Ask, You Answer" and learn how YOU can use the power of answering questions to transform your company into the most trusted source of buyer information in your industry.
Your host for the afternoon will be Douglas Burdett, the man behind The Marketing Book Podcast (named by LinkedIn as one of "10 Podcasts That Will Make You a Better Marketer").
In additional to running Artillery, his Norfolk-based marketing agency, Burdett has spent the last two years reading, studying and interviewing bestselling authors of sales and marketing books for his weekly podcast.
Every month, the Sales & Marketing Book Club highlights one of the books from The Marketing Book Podcast that Burdett has deemed worthy of a deeper dive.
Do you have to read the book?
Nope. You're welcome to join the discussion even if you haven't read the book.
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Author Jamie Shanks has personally built Social Selling solutions in nearly every industry, and in this book, he shows you how to capture the mindshare of business leadership and turn relationships into sales. The key is to reach the buyer where they're conducting due diligence—online. The challenge is then to strike the right balance, and be seen as a helpful resource that can guide the buyer toward their ideal solution. This book presents a concrete Social Selling curriculum that teaches you everything you need to know in order to leverage the new business environment into top sales figures.
In addition to being a best-selling author, Jay is a keynote speaker, marketing consultant, and digital pioneer. He's a tequila-loving, hype-free strategist who has advised more than 700 brands on their marketing strategy since 1994, including 31 of the FORTUNE 500. He got his start online long ago, before Yahoo! even existed, leaving a career in politics to take the Internet plunge. His company, Convince & Convert helps companies craft and implement social media and content strategies.