Today’s Episode 153 of GSDdaily is all about Scale. We are going to talk about increasing trust through your website. This week we’ve been talking about leads, getting more fully qualified leads, getting better leads, getting better clients who want to work with you. And I just finished this book called They Ask You Answer. Anybody who I’ve talked to in the past week or so, I’ve really been sharing this, and even with my team. This was recommended by a client of ours who really liked the philosophy and strategy and stuff as it related to content marketing in their business.

They Ask You Answer

I read it over the weekend. For those of you who don’t know, I read a lot. I typically wake up between 4:30 and 5:00 every morning and I read for about the first hour and a half to two hours, audiobook or read, one way or another. I get through a book a week, a book every three or four days. This was the last one.

Gain Trust By Answering Questions about your Website

Basically, the entire premise is this. When you answer questions that your prospects, your clients, ask and you answer them in a public forum, a video, a blog post, and sometimes you even tackle the hard questions, pricing questions, questions where you compare and rate competitors’ products, all of that stuff. When you create that kind of content, then you’re able to just break right through the noise that is everyone else and everything else in your niche, in your space, and you’re able to establish trust with the prospect, with the buyer.

Trust In Your website

The interesting thing, and I’ve been doing marketing forever. I used to do this with affiliate marketing. When we promote affiliate products way back in the day, when we promoted Video Boss and Total Product Blueprint and all of Ryan Deiss’ stuff, Mobile Local Fusion and Let’s Get Social and all of those big barn burner products way back in the day, when I used to do a lot of SEO, I answered these questions. These questions were things that … It was just routine when you’re talking about a product. When you’re talking about a space or a niche or a category or whatever, then you’re creating these reviews. You’re creating reviews, talking about, and doing versus and comparisons, talking about price. You’re doing all of these things. I had this interesting …

Three Categories of Buyers

Way back in the day, I used to think of buyers in three categories.

  1. You had your stage one buyer, and that was the relatively unsophisticated buyer, they didn’t necessarily even know what they’re doing, but they decided they knew that they were moving in that direction, so they were doing research.
  2. You had your stage two buyer who basically broke down and they knew that there were a couple of categories, a couple of brands, a couple of solutions that they were looking for and they were comparing them against each other.
  3. Your stage three buyer and that person literally, they were decided, and they just needed to be pushed over the edge.

Now, this is something I built an incredible affiliate business around, before Panda and Penguin, the search engine updates. Basically, I used that three-bucket model to then basically create affiliate review things that just promoted products. To the point where I trust through my website where people are actually writing in, “Well, I’m trying to decide between product A and product B. What do you recommend?” Well, for product A and product B, I got paid an affiliate commission because they were clicking the links in the reviews.

Promoting Products

However, I had forgotten about it. I forgot about it in the context of content marketing because it works so well with affiliate products, but then you get blogging and you get promoting and producing your own content, and all of a sudden, you forget about that shit because you’re promoting your own stuff, because you’re promoting services because you’re promoting info products. It makes 100% total sense that you would still be talking about all of these things and you get to trust through my website.

Now, inside the book, They Ask You Answer, there are five types of content that you can create. Now, this is a relatively quick read. I say that. I think it was 330 pages or something. My favorite way to read, just in general now, anymore, is really just to grab the Kindle book right here, and then when you grab the Kindle book, you usually have the ability to add the Audible version for three or four bucks or seven bucks or something. That’s usually what I do and then I listen to it, and I read it, and I highlight it and all that other stuff. See where it even says, “You purchased this item on October 7th.”


Five Types of Content

Five types of content in this book, you’ll want to dig into the book for more, but so the five subjects, five classifications of content.

1. Pricing and Costs

The first is pricing and costs. Most people, especially in service-based businesses or any kind of basically service-based businesses, don’t talk about pricing on costs, which is a big miss. You need to talk about pricing and costs on your blog and your content to not necessarily … Just to qualify prospects. It’s a big shift we are making in our stuff, so you’re going to start seeing a lot more of this kind of content coming from us.

2. Problems

The second is the problems. Talking about the problems that are in the market, talking about the problems that people often face and why they come to you, and then how you provide a solution. That’s the type of content number two.

3. Verses and Comparisons

The type of content number three is verses and comparisons. That might be how do you stack up against a couple of other professionals in your area? Or how does your product stack up against a couple of other best-sellers or how does your software solution compare to a couple of other industry leaders? Because you’re going to be able to snipe some traffic from those people, but then of course there was actually an example in the book where he did I think it was the five best service pool installers in his area.

He did not put himself on the list. People came to that article, realized that he was actually rating his peers and then his business jumped because they thought, “Wow if you’re going to rate your peers, you must be a really trustworthy person.” That’s how, amazingly, that ended up working out in his favor. It’s just an example of something you can do on trust through my website.

4. Reviews

Another type of content is reviews. Any kind of product review case study, testimonial, anything like that.

5. Award Blog Post

Then the fifth is best in class. What they did was they actually had an award show, not an award show, but an awards blog post, or an awards thing where they awarded top products that they used in their installations throughout the year, and they had a couple of different categories, couple different classifications.

For Questions and Guide

Super, super cool book. If you’re looking for ideas for content marketing, download it, read it, it is incredible to gain trust through my website. If you implement even a fraction of it, you’re going to have incredible results. That’s about all I got for you today. If there’s anything I can do to help go to It’s all there.

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