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The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company. They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.
NAMED A TOP 10 NOVEL OF 2017 BY THE WALL STREET JOURNAL AND VOGUE, A BEST BOOK OF 2017 BY ESQUIRE, HUFFINGTON POST, POP SUGAR, ELECTRIC LITERATURE AND KIRKUS, AND A 2017 NPR GREAT READ. ONE OF DWIGHT GARNER'S TOP BOOKS OF 2017 IN THE NEW YORK TIMES. A NEW YORK TIMES BOOK REVIEW EDITOR'S CHOICE AND A FINALIST FOR THE CHICAGO REVIEW OF BOOKS FICTION AWARD. "Like Margaret Atwood's The Handmaid's Tale, [The Answers] is also a novel about a subjugated woman, in this case not to a totalitarian theocracy but to subtler forces its heroine is only beginning to understand and fears she is complicit with." --Dwight Garner, New York Times Mary Parsons is broke. Dead broke, really: between an onslaught of medical bills and a mountain of credit card debt, she has been pushed to the brink. Hounded by bill collectors and still plagued by the painful and bizarre symptoms that doctors couldn’t diagnose, Mary seeks relief from a holistic treatment called Pneuma Adaptive Kinesthesia—PAKing, for short. Miraculously, it works. But PAKing is prohibitively expensive. Like so many young adults trying to make ends meet in New York City, Mary scours Craigslist and bulletin boards for a second job, and eventually lands an interview for a high-paying gig that’s even stranger than her symptoms or the New Agey PAKing. Mary’s new job title is Emotional Girlfriend in the “Girlfriend Experiment”—the brainchild of a wealthy and infamous actor, Kurt Sky, who has hired a team of biotech researchers to solve the problem of how to build and maintain the perfect romantic relationship, casting himself as the experiment’s only constant. Around Kurt, several women orbit as his girlfriends with specific functions. There’s a Maternal Girlfriend who folds his laundry, an Anger Girlfriend who fights with him, a Mundanity Girlfriend who just hangs around his loft, and a whole team of girlfriends to take care of Intimacy. With so little to lose, Mary falls headfirst into Kurt’s messy, ego-driven simulacrum of human connection. Told in Catherine Lacey’s signature spiraling, hypnotic prose, The Answers is both a mesmerizing dive into the depths of one woman’s psyche and a critical look at the conventions and institutions that infiltrate our most personal, private moments. As Mary struggles to understand herself—her body, her city, the trials of her past, the uncertainty of her future—the reader must confront the impossible questions that fuel Catherine Lacey’s work: How do you measure love? Can you truly know someone else? Do we even know ourselves? And listen for Lacey’s uncanny answers.
Google is the planet's most popular program for finding stuff on the Web--but it has no manual. As it turns out, Google has many hidden tricks and tools that can turn simple searching into powerful--and successful--discoveries. "Google: The Missing Manual" is a friendly, deskside companion, brimming with tips for getting more out of the world's favorite search program. 0-596-00613-6$19.95 / O'Reilly & Associates
Discovering a magical pencil that imparts answers to her questions, Ava and her best friend, Sophie, learn the pencil's rules and become increasingly reliant on its replies until it reveals a scary truth about Ava's family. By the award-winning author of the Marty McGuire series.
Online Searching is your complete guide to becoming a superstar searcher, wielding advanced searching features, strategies, and tactics for answering questions on any topic under the sun as well as finding answers in trusted, quality sources.
Information searching on the Web has become part of our everyday life. Efficient Information Searching on the Web deals with different aspects which are important to become a better searcher. To search for information is one of the most common occupations on the Web. We do it for work, for studies and in our spare time. We search for information about illnesses, far away countries or spare parts for the car. The Web is an important source of information, no matter if you are a journalist, a student, a university researcher or a teacher. Everybody can become more effective when it comes to searching for information. Central matters of the book are: How does a search engine work? How may the search services be used more efficiently? What is the invisible Web? How can the information be managed once it is found?
The Answer Machine is a practical, non-technical guide to the technologies behind information seeking and analysis. It introduces search and content analytics to software buyers, knowledge managers, and searchers who want to understand and design effective online environments. The book describes how search evolved from an expert-only to an end user tool. It provides an overview of search engines, categorization and clustering, natural language processing, content analytics, and visualization technologies. Detailed profiles for Web search, eCommerce search, eDiscovery, and enterprise search contrast the types of users, uses, tasks, technologies, and interaction designs for each. These variables shape each application, although the underlying technologies are the same. Types of information tasks and the trade-offs between precision and recall, time, volume and precision, and privacy vs. personalization are discussed within this context. The book examines trends toward convenient, context-aware computing, big data and analytics technologies, conversational systems, and answer machines. The Answer Machine explores IBM Watson's DeepQA technology and describes how it is used to answer health care and Jeopardy questions. The book concludes by discussing the implications of these advances: how they will change the way we run our businesses, practice medicine, govern, or conduct our lives in the digital age. Table of Contents: Introduction / The Query Process and Barriers to Finding Information Online / Online Search: An Evolution / Search and Discovery Technologies: An Overview / Information Access: A Spectrum of Needs and Uses / Future Tense: The Next Era in Information Access and Discovery / Answer Machines
How to be a great online searcher, demonstrated with step-by-step searches for answers to a series of intriguing questions (for example, “Is that plant poisonous?”). We all know how to look up something online by typing words into a search engine. We do this so often that we have made the most famous search engine a verb: we Google it—“Japan population” or “Nobel Peace Prize” or “poison ivy” or whatever we want to know. But knowing how to Google something doesn't make us search experts; there's much more we can do to access the massive collective knowledge available online. In The Joy of Search, Daniel Russell shows us how to be great online researchers. We don't have to be computer geeks or a scholar searching out obscure facts; we just need to know some basic methods. Russell demonstrates these methods with step-by-step searches for answers to a series of intriguing questions—from “what is the wrong side of a towel?” to “what is the most likely way you will die?” Along the way, readers will discover essential tools for effective online searches—and learn some fascinating facts and interesting stories. Russell explains how to frame search queries so they will yield information and describes the best ways to use such resources as Google Earth, Google Scholar, Wikipedia, and Wikimedia. He shows when to put search terms in double quotes, how to use the operator (*), why metadata is important, and how to triangulate information from multiple sources. By the end of this engaging journey of discovering, readers will have the definitive answer to why the best online searches involve more than typing a few words into Google.
Google.com is one of the most popular sites on the Internet and is used around the world by millions of people every day. Sure, you know how to "Google it" when you're searching for something--anything!--on the Web. It's plenty fast and easy to use. But did you know how much more you could achieve with the world's best search engine by clicking beyond the "Google Search" button? While you can interface with Google in 97 languages and glean results in 35, you can't find any kind of instruction manual from Google. Lucky for you, our fully updated and greatly expanded second edition to the bestselling Google: The Missing Manual covers everything you could possibly want to know about Google, including the newest and coolest--and often most underused (what is Froogle, anyway?)--features. There's even a full chapter devoted to Gmail, Google's free email service that includes a whopping 2.5 GB of space). This wise and witty guide delivers the complete scoop on Google, from how it works to how you can search far more effectively and efficiently (no more scrolling through 168 pages of seemingly irrelevant results); take best advantage of Google's lesser-known features, such as Google Print, Google Desktop, and Google Suggest; get your website listed on Google; track your visitors with Google Analytics; make money with AdWords and AdSense; and much more. Whether you're new to Google or already a many-times-a-day user, you're sure to find tutorials, tips, tricks, and tools that take you well beyond simple search to Google gurudom.