They Ask You Answer

Name: They Ask You Answer
Availability: InStock
Author: peterbamuhigire

Free Verified 211 lines By peterbamuhigire Content Marketing CRO Growth

Description

Content-driven lead generation strategy for premium agencies using radical transparency. Use when building the agency’s content marketing strategy, planning blog articles, creating video content, or designing the lead generation funnel. Covers the Big 5 content pillars, The Selling 7 video…

What Claude Learns

→ The Core Principle (Sheridan)
→ The Big 5 Content Pillars
→ Pillar 1: Cost and Pricing
→ Pillar 2: Problems and Weaknesses
→ Pillar 3: Comparisons
→ Pillar 4: Reviews and Social Proof

Installation

1. Visit the GitHub repository: https://github.com/peterbamuhigire/website-skills
2. Copy the SKILL.md file contents
3. Save to ~/.claude/commands/skill-name.md
4. Restart Claude Code to load the new skill

Frequently Asked Questions

Is They Ask You Answer free to use?

Yes u2014 They Ask You Answer is free. Install it directly with one command (`npx mkt-skills install they-ask-you-answer`) or download the SKILL.md file and drop it into your `~/.claude/skills/` directory. No account, no sign-up, no license fee.

Download SKILL.md GitHub

---
name: they-ask-you-answer
description: Content-driven lead generation strategy for premium agencies using radical transparency. Use when building the agency's content marketing strategy, planning blog articles, creating video content, or designing the lead generation funnel. Covers the Big 5 content pillars, The Selling 7 video framework, Assignment Selling, the CarMax Effect, and content as sales enablement. Designed to attract $10,000–$25,000+ website clients through educational content that answers the questions they're already asking.
---

# They Ask, You Answer Skill

The most powerful lead generation strategy for a premium agency costs almost nothing in media spend. It requires radical transparency and the discipline to publish what most agencies are afraid to say out loud.

## The Core Principle (Sheridan)

**Publish the answers to every question your prospects ask — including the ones you're afraid to answer.**

Every potential client is online right now, searching for answers before they contact any agency. The agency that answers their questions most honestly and completely wins their trust — and eventually their business.

This is not content marketing in the traditional sense. This is not blogging for SEO rankings. This is becoming the most trusted educational resource in your market, so that by the time a prospect books a discovery call, they already believe you're the right choice.

---

## The Big 5 Content Pillars

Every prospect asks questions in five categories before hiring an agency. Most agencies refuse to answer them publicly. That refusal is your opportunity.

### Pillar 1: Cost and Pricing
**The question:** "How much does a website cost in [country/region]?"

This is the most-searched question in every market. Most agencies hide their pricing. Publishing it creates instant trust.

**What to publish:**
- "How much does a website cost in East Africa? (The honest breakdown)"
- "Why do professional websites cost $5,000–$25,000? Here's exactly what you're paying for"
- "Website quotes: why two agencies quoted us $2,000 and $20,000 for the 'same' project"
- "What a $1,000 website actually costs you (total cost of ownership)"

**The CarMax Effect:** CarMax built a billion-dollar business by publishing car prices online when every competitor refused to. Clients drove past dozens of dealerships to buy from the one that was transparent. You will attract clients who drive past dozens of agencies to work with you.

**Rules for pricing content:**
- Don't hide behind "it depends." Explain what it depends on and give real ranges.
- Show the breakdown: strategy, design, development, SEO setup, content, testing
- Explain what drives cost up and what keeps it lower
- Be clear about what your agency's projects typically cost

### Pillar 2: Problems and Weaknesses
**The question:** "What can go wrong when hiring a web agency?"

Clients are afraid of being burned. Publishing content about agency failures — including things that can go wrong with your own agency — builds extraordinary trust.

**What to publish:**
- "The 7 most common mistakes agencies make (and how to spot them before you sign)"
- "When you should NOT hire us (and who you should hire instead)"
- "What we can't do: an honest list of our limitations"
- "3 warning signs an agency is about to deliver a website you'll hate"

**Why this works:** The agency willing to say "here's what can go wrong, including with us" is instantly more credible than the agency claiming to be perfect. Prospects who read this content self-select — the ones who still book a call are better qualified.

### Pillar 3: Comparisons
**The question:** "Agency vs. freelancer vs. Wix vs. template — what's actually better?"

Clients are comparison-shopping. They will make this decision with or without your input. Give them the most honest comparison they can find — and they'll trust you with the conclusion.

**What to publish:**
- "Agency vs. freelancer: which is right for your business?"
- "Wix vs. custom website: the real difference in results (with data)"
- "Squarespace vs. WordPress vs. custom build — what $10k+ businesses actually use"
- "Should you redesign your website or just run more ads? (decision framework)"

**Rules:** Be genuinely honest. If a freelancer is the right choice for a small business, say so. Clients who read an honest comparison and still choose an agency are the right clients. Clients who feel manipulated into a decision they can't afford are churn waiting to happen.

### Pillar 4: Reviews and Social Proof
**The question:** "Who are the best web design agencies in [region]? What do their clients say?"

Clients look for validation from others who have been in their position. Content about reviews, ratings, and social proof answers this need.

**What to publish:**
- "What our clients say: unedited feedback from 3 years of agency work"
- "How to evaluate a web agency before signing anything (what to look for)"
- "The questions you should ask every agency before giving them your business"
- "Case study: how [client name] went from 2 enquiries/month to 18 using their website"

**Rules:** Include honest reviews — not just perfect 5-star ones. Show negative feedback and how you responded. Clients can smell curated testimonials. Raw, specific, and slightly imperfect is more believable than polished.

### Pillar 5: Best in Class
**The question:** "What does the best website design for [industry] actually look like?"

Clients want to aspire. They want to see examples of excellent work in their industry. Creating "best in class" content positions you as the authority on standards.

**What to publish:**
- "The best hotel websites in East Africa (and what they do right)"
- "What the best law firm websites have in common — and why most fail"
- "7 characteristics of a website that actually generates leads (with examples)"
- "The anatomy of a homepage that converts: best-in-class breakdown"

**Rules:** Be generous. Feature competitors if their work is genuinely excellent. This feels counterintuitive but signals extreme confidence and earns massive trust. Clients remember the agency brave enough to praise a rival.

---

## The Selling 7 Video Framework

Video is the fastest path to trust. These seven video types handle the most common objections before the sales call — so the call is a conversation between aligned parties, not a sales pitch to a skeptic.

| Video | Purpose | Length | Where to Use |
|-------|---------|--------|--------------|
| **1. The 80% Video** | Answers the question 80% of clients ask first: "Is this the right agency for me?" | 5-7 min | Homepage, sales emails |
| **2. Bio Videos** | One short video per team member: who they are, their expertise, why they do this work | 60-90 sec | About page, email signatures |
| **3. Service Fit Videos** | "Is [service] right for your situation?" — helps prospects self-select | 3-5 min | Service pages |
| **4. Landing Page Videos** | Replaces the hero text on key landing pages — human face, direct message | 90-120 sec | Landing pages |
| **5. Cost/Pricing Videos** | Walks through the pricing structure and what drives cost | 5-8 min | Pricing page, discovery email |
| **6. Customer Journey Videos** | A client tells their story on camera (Act 1 → Act 2 → Act 3) | 3-5 min | Case study pages |
| **7. Claims We Make Videos** | Prove a specific claim with data or demonstration | 2-4 min | Blog posts, proposal follow-up |

**Production rules:**
- Good audio > perfect video. A well-lit iPhone with a lapel mic beats a shaky camera with a DSLR.
- Natural setting > studio backdrop. Authenticity is the goal.
- Start with The 80% Video — it alone will improve discovery call quality.
- Publish to YouTube (searchable, embeddable, free hosting). Link from the website.

---

## Assignment Selling

Assignment Selling is the practice of giving prospects specific content to consume before the sales call. It pre-educates, pre-qualifies, and dramatically improves close rates.

### How It Works

When a prospect books a discovery call, send them:

**Pre-call email:**
"Thanks for booking time with us. To make our call as useful as possible, I'd like you to spend 20 minutes reviewing these three resources before we talk:

1. [Link: How much does a website cost? The honest breakdown] — This will give you realistic context for our pricing conversation.
2. [Link: The 80% video] — This explains exactly who we work best with and what our process looks like.
3. [Link: Case study most relevant to their industry] — This shows what results look like for a business similar to yours.

If after reviewing these you still feel we might be a good fit, I'm looking forward to our conversation."

**What this does:**
- Prospects who don't watch/read cancel. That's good — they would have wasted your time.
- Prospects who do watch/read arrive informed and pre-sold.
- The discovery call becomes a strategy conversation, not a sales pitch.
- Close rate on assignment-selling qualified calls is 2-3x higher than cold calls.

### The Assignment Selling Stack

Build these assets in order:

1. **Pricing article** (Pillar 1) — always sent first
2. **The 80% Video** — always sent second
3. **Relevant case study** — customised to their industry
4. **Industry-specific comparison article** (e.g., "Agency vs. freelancer for law firms")
5. **Pre-call questionnaire** — "What does success look like in 12 months?"

---

## Content as Sales Enablement

Published content is not just for attracting strangers. Your sales team (or you, as the founder) uses it throughout the sales process.

### When to Use Which Content

| Sales Stage | Content to Use |
|-------------|---------------|
| First contact | Pricing article link in cold outreach email |
| Discovery call booked | Assignment Selling stack sent 48 hours before |
| Discovery call follow-up | Relevant case study + service fit video |
| Proposal sent | Objection-handling article matching their concern |
| Proposal follow-up | Claims video proving the specific ROI you're promising |
| Negotiation | Total cost of ownership article (vs. doing nothing) |
| Post-close onboarding | "What to expect in month 1-3" guide |

**The rule:** Every time a prospect raises an objection, you should have a published piece of content that addresses it. If you don't — write it.

---

## Editorial Calendar (The Big 5)

Publish in this order. Each piece builds on the previous.

**Month 1-2: Pricing (Pillar 1)**
- Article: "How much does a professional website cost in [region]?"
- Article: "Why website prices vary so much — what you're actually paying for"
- Video: Cost/Pricing Video (Selling 7, #5)

**Month 2-3: Problems (Pillar 2)**
- Article: "When you should NOT hire a web agency"
- Article: "5 warning signs your web agency is about to disappoint you"
- Video: The 80% Video (Selling 7, #1)

**Month 3-4: Comparisons (Pillar 3)**
- Article: "Agency vs. freelancer: which is right for [target sector] businesses?"
- Article: "Wix vs. custom website: the real difference in results"

**Month 4-5: Reviews (Pillar 4)**
- Article: "Questions to ask before hiring a web agency"
- Video: First Customer Journey Video (Selling 7, #6)

**Month 5-6: Best in Class (Pillar 5)**
- Article: "The best [sector] websites in [region] — and what makes them work"
- Article: "7 characteristics of a website that generates leads"

**Ongoing (after Month 6):** 2 articles/month minimum, rotating through all 5 pillars. Prioritise based on what prospects are asking in sales calls.

---

## Integration

- **agency-positioning** — The Big 5 content is built on the agency's positioning; all content must reflect the Doctor-Pilot-Teacher authority
- **agency-client-retention** — Existing clients share Big 5 content with peers; it drives referrals
- **blog-writer** — Use blog-writer skill to produce each Big 5 article at publication quality
- **blog-idea-generator** — Run after publishing the first 6 articles to expand the topic library
- **seo** — Each Big 5 article targets a specific high-intent search query; integrate seo skill for keyword selection and on-page optimisation
- **sales-copywriting** — PASTOR framework for the more persuasive articles (Pillars 1 and 5)

Description

What Claude Learns

Installation

Frequently Asked Questions

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