The Principles of They Ask, You Answer by Marcus Sheridan: Establishing Authority in the Industry

In today's rapidly evolving business landscape, establishing authority in your industry is crucial to your success. As a business owner, you understand the importance of gaining trust and credibility among your target audience.

 But how exactly do you go about doing that? Enter Marcus Sheridan's groundbreaking book, "They Ask, You Answer." 

In this blog post, we will explore the seven principles outlined by Sheridan that can help you establish authority in your industry. Whether you're a seasoned entrepreneur or just starting out, these principles will provide you with invaluable insights and strategies to position yourself as an expert in your field. 

Marcus Sheridan, renowned marketing expert and author, developed these principles based on his own experiences as a struggling pool company owner. He transformed his business by adopting a transparent and customer-centric approach. 

Now, let's dive into the principles of "They Ask, You Answer" and how they can help you establish authority in your industry.

So, without further ado, let's dive into the world of authority marketing and discover how you can take your business to new heights.


1. Address the Fears and Concerns of Your Customers: 

One of the most effective ways to establish authority is by openly addressing the fears and concerns of your customers. Be honest and transparent about any potential drawbacks or risks associated with your products or services. By doing so, you build trust and credibility, positioning yourself as an industry expert who genuinely cares about your customers' well-being.

 2. Provide Detailed and Unbiased Answers to Common Questions: 

Customers often have numerous questions when considering a purchase. Instead of hiding behind vague answers or sales pitches, be upfront and provide detailed, unbiased answers. By addressing these questions head-on, you position yourself as a reliable source of information. This transparency will build trust and loyalty among your customers. 

3. Create Valuable and Educational Content: 

Educating your customers should be a cornerstone of your authority-building strategy. Provide content that addresses their needs, offers practical tips, and helps them make informed decisions. This can take the form of blog posts, videos, how-to guides, or e-books. By consistently delivering valuable content, you establish yourself as an authority in your industry. 

4. Embrace Transparency and Authenticity:

 In today's digital age, customers are tired of traditional marketing tactics. They crave authenticity and transparency in their interactions with businesses. Be open about your company's story, values, and processes. Show the faces behind your brand and provide real, unfiltered insights into your products or services. By doing so, you will build a loyal customer base who appreciates your honesty and authenticity.

5. Prioritize Customer Feedback and Reviews: 

Customer feedback and reviews are invaluable for establishing authority. Encourage your customers to share their experiences and provide honest feedback. Address any negative reviews or complaints promptly and professionally. By actively engaging with your customers, you demonstrate a commitment to their satisfaction and establish yourself as an industry leader who cares about their opinions.

6. Optimize Your Website for Search Engines: 

To establish authority in your industry, you need to ensure that your website is easily discoverable by potential customers. Implementing search engine optimization (SEO) strategies can help you rank higher in search engine results, driving more organic traffic to your site. Focus on keyword research, creating high-quality content, and optimizing your website's technical aspects to improve your online visibility. 

7. Continuously Analyze and Adapt Your Strategy: 

Establishing authority is an ongoing process that requires constant evaluation and adaptation. Monitor the performance of your content, track customer interactions, and analyze market trends. By staying proactive and adaptable, you can refine your authority-building strategy to meet the evolving needs of your target audience.

8. Leverage Social Proof: 

Social proof, such as testimonials, case studies, and customer reviews, is a powerful tool to establish authority. By showcasing real-life examples of satisfied customers, you instill confidence in your potential buyers and differentiate yourself from competitors. Collect and promote social proof to strengthen your authority within the industry.

9. Continuously Improve and Adapt: 

Finally, establishing authority is an ongoing process. Embrace feedback, learn from your mistakes, and constantly refine your content and strategies. The more you listen to your audience and adapt to their evolving needs, the stronger your authority will become.



Becoming an authority in your industry is no longer optional; it is essential for business success. By following the principles outlined in Marcus Sheridan's "They Ask, You Answer," you can establish trust, credibility, and a loyal customer base. 

Address your customers' concerns, provide valuable and educational content, and prioritize transparency and authenticity in your interactions. 

Remember to engage with your customers, optimize your website for search engines, and continuously analyze and adapt your strategy. By consistently implementing these principles, you will position yourself as a trusted authority in your industry, setting your business up for long-term success.