I’m always buying & reading new books…
I love learning about new and interesting things that can help me with my business, but also help my clients with their businesses as well.
Anyway, one of the books I’ve finished reading lately is called ‘They Ask, You Answer’ by Marcus Sheridan.
It’s all about a ‘revolutionary approach to inbound sales, content marketing and today’s digital customer.’
The general premise of the book is this:
Every business has prospects and clients.
And all of our prospects and clients ask questions they need answers to.
So instead of writing content and posting updates about what you think prospects want to know, why not do it based on what they’re actually asking you right now.
They ask, and you answer…
Because let’s face it, if one person has asked you the question, chances are there’re many more people out there who want to ask or might ask in the future.
These questions might be things like:
- Am I better off staying as a sole trader or forming a limited company?
- How can I reduce the amount of income tax I pay?
- What purchases can I claim tax back on?
Here is a great example of this in action from John Woolnough at W Finance & Accounting Services.
And here’s another great example from the team at Comerford Foley.
So, here’s an exercise for you to do:
- Brainstorm with your team all of the common (and uncommon) questions that clients and prospects ask you
- For each of these questions, write an answer. You can make it as short, or as long as you like. Just make sure that they will be able to understand it.
- Then, turn each of these answers into an article on your website or an update on social media
It can be that simple, writing new content doesn’t have to be difficult.
Why this is so important
Establishing trust and credibility is an important part of your sales process.
Most businesses already have an accountant, so it’s your job to become an authority, and position yourself as their 2nd favourite accountant, for when their current one slips up.
And even when prospects are referred to you, they’re still going to look at your website and check you out in Linkedin to make sure you’re the ‘real deal’.
So, by posting useful, valuable content like this, that answers questions in the minds of your prospects and clients right now, you’ll go a long way in building up the trust and credibility that’s needed to convert prospects into clients.