{"product_id":"they-ask-you-answer-9781119610144","title":"They Ask You Answer","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xv\u003c\/p\u003e \u003cp\u003eIntroduction xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I A Very Different Way of Looking at Business, Marketing, and Trust 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 The Fall 3\u003c\/p\u003e \u003cp\u003eChapter 2 A Massive Buying Shift and the Blur Between Sales and Marketing 9\u003c\/p\u003e \u003cp\u003eChapter 3 This Book Won’t Work for You If … 13\u003c\/p\u003e \u003cp\u003eChapter 4 The Discovery of They Ask, You Answer 17\u003c\/p\u003e \u003cp\u003eChapter 5 They Ask, You Answer Defined 21\u003c\/p\u003e \u003cp\u003eChapter 6 Brainstorming the Questions You are Asked Every Day 23\u003c\/p\u003e \u003cp\u003eChapter 7 The Ostrich Marketing Strategy 27\u003c\/p\u003e \u003cp\u003eChapter 8 The CarMax Effect 29\u003c\/p\u003e \u003cp\u003eChapter 9 The Discovery of The Big 5 37\u003c\/p\u003e \u003cp\u003eChapter 10 The Big 5, Topic 1: Pricing and Cost: Why We Must Talk About Money 39\u003c\/p\u003e \u003cp\u003eChapter 11 How One Article About Money Generated More Than $6 Million in Sales 43\u003c\/p\u003e \u003cp\u003eChapter 12 Case Study 1: High-End B2B Technology Company Generates More Than $8 Million in Additional Revenue 51\u003c\/p\u003e \u003cp\u003eChapter 13 The Big 5, Topic 2: Problems: How to Turn Weaknesses into Strengths 59\u003c\/p\u003e \u003cp\u003eChapter 14 Addressing the Elephant in the Room 61\u003c\/p\u003e \u003cp\u003eChapter 15 How Talking About Our Problems Generated More Than $1 Million in Revenue 63\u003c\/p\u003e \u003cp\u003eChapter 16 Case Study 2: An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths 65\u003c\/p\u003e \u003cp\u003eChapter 17 The Big 5, Topic 3: Versus and Comparisons 73\u003c\/p\u003e \u003cp\u003eChapter 18 The Critical Need for Unbiased Content 77\u003c\/p\u003e \u003cp\u003eChapter 19 The Big 5, Topics 4 and 5: Reviews and Best in Class 81\u003c\/p\u003e \u003cp\u003eChapter 20 Using Reviews to Establish Yourself as an Expert 85\u003c\/p\u003e \u003cp\u003eChapter 21 The Impact of Discussing Competition 89\u003c\/p\u003e \u003cp\u003eChapter 22 Case Study 3: Small Retail Appliance Store Dominates Online and Makes Millions 93\u003c\/p\u003e \u003cp\u003eChapter 23 The Competition 101\u003c\/p\u003e \u003cp\u003eChapter 24 How They Ask, You Answer Saved River Pools and Spas 107\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II The Impact of They Ask, You Answer on Sales Teams 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 25 How Great Content Is a Total Game-Changer for Sales Teams 113\u003c\/p\u003e \u003cp\u003eChapter 26 A Dramatic Discovery 117\u003c\/p\u003e \u003cp\u003eChapter 27 Assignment Selling 121\u003c\/p\u003e \u003cp\u003eChapter 28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell 127\u003c\/p\u003e \u003cp\u003eChapter 29 Content Never Sleeps 131\u003c\/p\u003e \u003cp\u003eChapter 30 How to Use Assignment Selling to Avoid Common Pitfalls 135\u003c\/p\u003e \u003cp\u003eChapter 31 How to Use Assignment Selling to Determine Compatibility 139\u003c\/p\u003e \u003cp\u003eChapter 32 Case Study 4: How a Healthcare Startup Became the Thought Leaders of an Entirely New Industry 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Implementation and Making It a Culture 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 33 The Power of Insourcing and Using Your Team to Create Incredible Content 151\u003c\/p\u003e \u003cp\u003eChapter 34 Case Study 5: How Block Imaging Embraced a Culture of Insourcing 155\u003c\/p\u003e \u003cp\u003eChapter 35 Starting Off They Ask, You Answer with a Bang: Company Workshops 159\u003c\/p\u003e \u003cp\u003eChapter 36 The Content Manager: Qualities to Look for, How to Hire One, and More 165\u003c\/p\u003e \u003cp\u003eChapter 37 The Importance of Having the Right Tools: Measuring Return on Investment, the Power of HubSpot, and More 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Creating a Culture of Video . . . In-House 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 38 We’re All Media Companies and the Visual Sale 181\u003c\/p\u003e \u003cp\u003eChapter 39 The Selling 7: 7 Videos That Will Immediately Impact Sales and Closing Rates 185\u003c\/p\u003e \u003cp\u003eChapter 40 The Selling 7, Video 1: The 80 Percent Video 187\u003c\/p\u003e \u003cp\u003eChapter 41 The Selling 7, Video 2: Bio Videos for Email Signatures 195\u003c\/p\u003e \u003cp\u003eChapter 42 The Selling 7, Video 3: Product and Service Fit Videos 199\u003c\/p\u003e \u003cp\u003eChapter 43 The Selling 7, Video 4: Landing Page Videos 203\u003c\/p\u003e \u003cp\u003eChapter 44 The Selling 7, Video 5: Cost and Pricing Videos 207\u003c\/p\u003e \u003cp\u003eChapter 45 The Selling 7, Video 6: Customer Journey Videos 209\u003c\/p\u003e \u003cp\u003eChapter 46 The Selling 7, Video 7: “Claims We Make” Videos 211\u003c\/p\u003e \u003cp\u003eChapter 47 Personalized Video for Email: A More Human Approach to Direct Digital Communication 215\u003c\/p\u003e \u003cp\u003eChapter 48 How to Hire an In-House Videographer 221\u003c\/p\u003e \u003cp\u003eChapter 49 Team Buy-In on Video, Performance Tips, and Long -Term Success 229\u003c\/p\u003e \u003cp\u003eChapter 50 Case Study 6: How a Lifting and Rigging Company Became the Ultimate Example of They Ask, You Answer Success and Culture 235\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V How to Build the Perfect They Ask, You Answer Website 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 51 Real-Time Conversations Are Changing How They’re Asking and We’re Answering 245\u003c\/p\u003e \u003cp\u003eChapter 52 Self-Selection: The Next Phase of Search, Sales, and the Way We Buy 255\u003c\/p\u003e \u003cp\u003eChapter 53 Website Priority 1: Proper Homepage Design and Messaging 263\u003c\/p\u003e \u003cp\u003eChapter 54 Website Priority 2: Obsess Over Honest Education 267\u003c\/p\u003e \u003cp\u003eChapter 55 Website Priority 3: Premium Education 269\u003c\/p\u003e \u003cp\u003eChapter 56 Website Priority 4: An Equal Mix of Textual and Visual Content 271\u003c\/p\u003e \u003cp\u003eChapter 57 Website Priority 5: Self-Selection Tools 273\u003c\/p\u003e \u003cp\u003eChapter 58 Website Priority 6: Social Proof 275\u003c\/p\u003e \u003cp\u003eChapter 59 Website Priority 7: Site Speed 277\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI Your Questions Answered 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 60 “How Do I Find More Time to Make This Work Within My Organization?” 281\u003c\/p\u003e \u003cp\u003eChapter 61 “How Long Will It Take They Ask, You Answer to Work?” 287\u003c\/p\u003e \u003cp\u003eChapter 62 “Are Content Marketing and They Ask, You Answer Just Fads?” 293\u003c\/p\u003e \u003cp\u003eChapter 63 “How Can I Keep My Team Engaged in the Content Process?” 295\u003c\/p\u003e \u003cp\u003eChapter 64 “I’ve Been Told If We’re Not Adding Anything New to the Conversation, Then We Shouldn’t Be Talking About It — Is That Right?” 301\u003c\/p\u003e \u003cp\u003eChapter 65 “Can I Just Hire an Agency to Do This for Me?” 305\u003c\/p\u003e \u003cp\u003eChapter 66 “How Can We Afford to Do This?” 307\u003c\/p\u003e \u003cp\u003eChapter 67 A Revolutionary Marketing Strategy 309\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEnd of Book Resources\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTools to Help You Embark on Your Own They Ask, You Answer Journey 313\u003c\/p\u003e \u003cp\u003eAppendix 1 Get Your Scorecard: Grade Yourself on They Ask, You Answer Right Now 315\u003c\/p\u003e \u003cp\u003eAppendix 2 More They Ask, You Answer Resources 317\u003c\/p\u003e \u003cp\u003eAppendix 3 Accelerate Your They Ask, You Answer Success with IMPACT 319\u003c\/p\u003e \u003cp\u003eAcknowledgments 321\u003c\/p\u003e \u003cp\u003eAbout the Author 323\u003c\/p\u003e \u003cp\u003eIndex 325\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866405646679,"sku":"9781119610144","price":17.85,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119610144.jpg?v=1722278491","url":"https:\/\/bookcurl.com\/products\/they-ask-you-answer-9781119610144","provider":"Book Curl","version":"1.0","type":"link"}