What Is They Ask, You Answer, And Why Should You Care?
If you’ve ever thought, “I’m doing all the right things, but leads still aren’t coming in,” you’re not alone. Small business owners, especially here in Colorado Springs, are often stuck between inconsistent referrals and marketing that doesn’t convert.
That’s where They Ask, You Answer comes in.
Originally developed by Marcus Sheridan after nearly losing his pool business in the 2008 recession, They Ask, You Answer is a marketing philosophy rooted in a simple truth:
If your customers are asking it, you should be answering it openly and honestly on your website.
Instead of pushing sales content or leaning on vague branding, They Ask, You Answer teaches you to build trust by being the best educator in your space.
It’s not about chasing trends. It’s about showing up where your customers are and giving them exactly what they need to make a buying decision.
Watch the Movement in Action
Prefer video over reading? This quick, powerful clip from Marcus Sheridan breaks down exactly what They Ask, You Answer is all about and why it works. It’s a great starting point if you want the big picture in just a few minutes.
Why This Approach Works for Colorado Springs Business Owners
Whether you’re a home service company, boutique agency, health & wellness coach, or ecommerce brand, your customers are online searching for answers before they ever reach out.
In Colorado Springs, the competition is local and loyal. People want to work with businesses they trust.
And trust today is built through transparency.
When you consistently answer your customers’ questions online, especially the tough ones, you:
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Rank higher on Google (hello SEO)
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Build credibility before the first call
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Turn your website into your best salesperson
The 5 Core Content Types of They Ask, You Answer
If you’re wondering what to write or talk about, start with these five key categories Sheridan outlines in his book:
1. Pricing and Cost
Even if you can’t give exact prices, talking about what influences cost builds trust fast.
Example: “How Much Does a Website Cost in Colorado Springs?”
2. Problems
Address potential issues head-on. What are the drawbacks of your product or service?
Example: “Why SEO Takes Time and What to Expect in the First 3 Months”
3. Comparisons and Versus Posts
Help customers make a smart choice even if that means they choose someone else.
Example: “WordPress vs. Wix: What Colorado Springs Businesses Should Know”
4. Best of Lists
Curated, honest recommendations that demonstrate authority.
Example: “The 5 Best Local Branding Agencies in Colorado Springs (Yes, We’re One of Them)”
5. Reviews
Real, unbiased insights about tools, products, or even competitors.
Example: “Our Honest Review of GoHighLevel for Small Business Marketing”
Is This Just Content Marketing?
Not quite.
Yes, it includes content, but They Ask, You Answer is a business philosophy that touches sales, marketing, and customer service. It’s about creating alignment across your entire company.
If your sales team doesn’t know what’s on your blog, or your marketing doesn’t reflect how you actually talk to customers—it’s time to fix that.
How to Start Using They Ask, You Answer in Your Business
You don’t have to write a blog a day or film a video every week to get started. Begin with this:
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Talk to your sales team
What questions do prospects ask over and over again? Make a list. -
Turn those questions into content
Answer them as blog posts, video scripts, FAQ pages, or even social media captions. -
Be brutally honest
It builds faster trust than polished sales fluff ever will. -
Add it to your sales process
Link your content in follow-up emails or use it to shorten the sales cycle.
Need a hand? We teach this entire process in our strategy workshops and ongoing content services at It’s Electra Digital.
Want to Go Deeper?
We highly recommend the official They Ask, You Answer coaching site: What Is They Ask, You Answer? | Impact Plus
There, you’ll find frameworks, workshops, and the full background on how Marcus Sheridan turned a pool company blog into a multimillion-dollar sales engine.
Final Thoughts: Give Your Customers What They’re Already Asking For
If you want to stand out in today’s noisy online world, especially here in Colorado Spring, stop guessing what your customers care about.
Ask your team. Listen to your prospects. Then build content that answers those questions better than anyone else.
You don’t need a huge budget to compete. You just need honesty, clarity, and consistency.
