They Ask, You Answer

Three of the ideas you’ll keep

The Clif summary of They Ask, You Answer pulls out 7 insights. Here are the first three.

1. The whole method compresses to four words: **they ask, you answer**. Every question a prospect asks by phone or email is a content asset, and if one buyer asked it, thousands are typing it into a search bar right now.
2. **The Big 5** are the subjects that drive the most traffic and revenue in any industry: cost and price, problems, versus and comparisons, reviews, and best-in-class lists. Most companies avoid all five, which is exactly why covering them wins.
3. Refusing to discuss price online doesn't protect your margin, it hands the buyer to whoever will talk. Sheridan's article on what fiberglass pools actually cost became the most valuable page his company ever published.

The other 4 — and the full 11-minute summary — are in the app.

What’s inside: 8 chapters

The whole summary runs about 11 minutes, read or listened to.

1. The Pool Company That Should Have Died
2. Four Words That Are the Whole Strategy
3. The Big 5
4. Say the Price
5. Lead With Your Flaws
6. Assignment Selling
7. Insourcing: Hire the Storyteller
8. Measurement, Patience, and the Long Game