Of all the business books I’ve read, one strategy stands out as a game-changer for small and local businesses: the They Ask, You Answer (TAYA) framework. Developed by Marcus Sheridan, this approach revolutionized his struggling pool business, River Pools and Spas, and has since empowered countless businesses to thrive by building trust and prioritizing customer education.

In this post, we’ll explore the principles of They Ask, You Answer, why it’s a perfect fit for small businesses, and how you can implement it to unlock your business’s potential.

What Is the “They Ask, You Answer” Framework?

At its core, They Ask, You Answer is about answering the questions your customers are already asking. Rather than focusing solely on selling, this strategy turns your website into a trusted resource, helping customers make informed decisions.

The framework is built on three core pillars:

1. Customer question obsession: No question is too simple, tough, or uncomfortable to address.
2. Content as education: Think of your website as a library where customers can find answers and learn about your industry.
3. Building trust through transparency: By being open and honest, you establish authority and deepen customer relationships.

Marcus Sheridan’s breakthrough came when he realized that customers wanted straightforward answers. He decided to stop avoiding tough questions, like the cost of a pool or the challenges of fiberglass. Instead, he leaned into them, creating content that answered those queries head-on.

The Power of Answering Customer Questions

Marcus’s story began during the 2008 recession when his pool business was on the verge of bankruptcy. Searching for a way to save it, he asked himself: What are my customers’ biggest questions? He then created blog posts that tackled topics many businesses shy away from, such as:

• “How much does a fiberglass pool cost?”
• “What are the downsides of fiberglass pools?”
• “Fiberglass vs. concrete pools: Which is better?”

This transparency resonated with his audience, and within months, his website traffic soared. Today, River Pools is the go-to source for pool education, proving that answering questions works.

Sheridan identified five types of content customers care about most, now known as the “Big 5”:

1. Pricing and costs: People want to know what they’re getting into financially.
2. Problems and challenges: Acknowledging potential downsides builds credibility.
3. Comparisons: Help customers weigh options and make informed decisions.
4. Reviews: Share honest evaluations of products or services.
5. Best-of lists: Showcase the best solutions available.

Answering these questions transforms your business into a trusted resource, making customers more likely to choose you.

“The businesses that are obsessed with their customers’ questions will always outperform those obsessed with themselves.”

~ Marcus Sheridan

How “They Ask, You Answer” Empowers Small and Local Businesses

For small and local businesses, the TAYA framework is a game-changer:

• Cost-effective marketing: Instead of pouring money into ads, you invest in creating valuable content that keeps paying dividends.
• Engaging your community: Becoming the go-to expert in your area builds loyalty and referrals.
• Boosting SEO and visibility: Answering customer questions aligns perfectly with how search engines rank websites, helping your business appear higher in search results.

Imagine a local plumber creating blog posts like “How much does a water heater repair cost in Knoxville?” or “DIY fixes for a leaking faucet.” By providing answers, the plumber becomes a trusted resource, winning over customers before they even pick up the phone.

“When you obsess over what the buyer wants to know versus what you want to tell them, magical things happen.”

~ Marcus Sheridan

Overcoming Common Barriers to Implementing TAYA

Many business owners hesitate to adopt They Ask, You Answer because of common misconceptions:

1. “What if I give too much away?”
   • Sharing information doesn’t mean giving away your expertise. It builds trust, making customers more likely to hire you.
2. “I don’t know how to write content.”
   • You don’t need to be a professional writer. Focus on being clear and helpful. You can also use videos, infographics, or even voice recordings to share your knowledge.
3. “Will customers still trust me if I reveal flaws in my products or services?”
   • Transparency shows integrity. Customers appreciate honesty and will trust you more.

As Marcus Sheridan says, “Great teachers aren’t afraid of the hard questions.”

Practical Steps to Get Started with TAYA

1. Identify your customers’ questions: Talk to your sales team, review FAQs, or use review Google’s “People Also Search For” feature to uncover common questions.
2. Create content around the “Big 5” topics: Focus on what customers care about most, like pricing, comparisons, and potential challenges.
3. Publish in multiple formats: Write blogs, record videos, or create downloadable guides to reach different audiences.
4. Share and promote your content: Post on your website, social media, and email newsletters.
5. Track your success: Use tools like Google Analytics to see which content drives traffic and conversions.

Measuring the Impact of TAYA on Your Business

When River Pools embraced TAYA, their website became the most visited pool website in the world. Sheridan didn’t just save his business—he turned it into an industry leader.

You can track your own success by monitoring:

• Increased website traffic.
• Higher conversion rates from leads to customers.
• Improved rankings on search engines.

The best part? This strategy keeps working long after the content is created.

The TAYA Mindset: Thinking Like a Teacher, Not a Salesperson

To truly adopt They Ask, You Answer, you need to shift your mindset. Instead of selling, focus on educating. By addressing pain points and empowering your customers to make informed decisions, you’ll build trust and loyalty.

As Marcus Sheridan says, “When you obsess over what the buyer wants to know versus what you want to tell them, magical things happen.”

Inspiring Small and Local Business Success: The Story of Bill Ragan Roofing

Running a small business comes with challenges, especially in industries where trust is often lacking. Bill Ragan Roofing, a family-owned roofing company in Nashville, TN, faced this reality head-on. Competing in a field where customers often feel overwhelmed and unsure of who to trust, they turned to the They Ask, You Answer framework to build authority, transparency, and trust.

Here’s how they did it—and why their story is a shining example for small and local businesses.

The Challenge: Standing Out in a Saturated Market

Bill Ragan Roofing was like many local businesses: experienced, customer-focused, and committed to quality. But being great at what they did wasn’t enough to differentiate them in a sea of competitors. Customers were often skeptical, unsure of what a fair roofing estimate looked like, or wary of hidden fees and upselling tactics.

In short, Bill Ragan Roofing needed a way to break through the noise and become a trusted source for homeowners navigating the complexities of roofing.

The Solution: Embracing Radical Transparency

Using Marcus Sheridan’s They Ask, You Answer framework, Bill Ragan Roofing overhauled their approach to customer education. They stopped focusing on selling and started focusing on teaching. The company launched a blog and began creating content that addressed the questions customers were already asking, including:

• How much does a new roof cost?
• What are the most common roofing problems homeowners face?
• How do I choose the right roofing company?

They didn’t shy away from tough topics, like discussing the pros and cons of certain roofing materials or why a competitor might be a better fit for specific projects. By answering these questions honestly and thoroughly, they positioned themselves as an authority in their field.

The Results: Trust Leads to Growth

The results were nothing short of remarkable. By providing transparent, helpful information online, Bill Ragan Roofing saw dramatic growth in their website traffic and leads. Homeowners trusted them before even picking up the phone because they felt empowered by the company’s content.

This trust translated into more business and higher-quality leads. Customers were no longer shopping around as much—they had already decided on Bill Ragan Roofing based on the wealth of information available on their website.

Imagine how this approach could impact your business.

Conclusion

“You don’t need to be the loudest voice in the room—you need to be the most trusted.”

~ Marcus Sheridan

The They Ask, You Answer framework isn’t just a strategy—it’s a mindset that can transform your business. By focusing on customer questions, creating honest content, and thinking like a teacher, you can build trust, grow your audience, and thrive in today’s competitive market.

Ready to get started? Take the first step: write down one question your customers ask and start crafting your answer. Success begins with trust, and trust begins with you. If you need a little help, Candor Web Solutions is here to guide and assist you!