The Big Idea from They Ask, You Answer

Trust is the ultimate currency in business, and the absolute best way to build that trust is to openly, honestly, and radically address all the questions, fears, and doubts your customers have online. 

The questions, concerns and buying issues customers raise can become the foundation for marketing that earns attention and builds trust.

They Ask, You Answer specifically introduces the process of brainstorming the questions customers ask every day. 

Note: They Ask, You Answer is not a hook-writing book.

We are using it to teach you that strong hooks come from Real customer questions and concerns.

You will then use those insights to create your own hooks.

What Business Problem Does They Ask, You Answer Solve?

It takes care of: I don’t know what my customers actually want to hear from me.

Many experts start marketing by asking: What should I post? That’s the wrong starting point.

Instead ask:

What is my customer already asking, wondering, worrying about or trying to understand?

Those questions give you raw material for:

• Hooks

• Content

• Headlines

• Videos

• Articles

• Emails

• Sales conversations

• FAQs

They Ask, You Answer’s early chapters will specifically take you from discovering customer questions to identifying the major categories of questions that influence buying decisions.

Should I Read They Ask, You Answer Now?

Yes, you are not reading this book to build your entire content marketing system now.

You are reading it to learn how to:

1. Listen for customer questions.

2. Identify the questions that matter.

3. Understand the concerns behind those questions.

4. Turn those insights into useful marketing topics.

5. Use those topics as raw material for attention.

Which Parts They Ask, You Answer Matter Most for this Step? Focus on these Chapters:

Chapter 6: Brainstorming the Questions You Are Asked Every Day (ESSENTIAL)

This is the most directly relevant chapter for this step. The objective is to identify the questions your customers and prospects actually ask.

Don’t invent questions that sound like marketing questions.

Capture the language people really use.

Chapter 9: The Discovery of The Big 5 (ESSENTIAL)

This introduces the major categories of questions customers want answered. Those become valuable sources of marketing topics and hooks.

Chapter 10: The Big 5, Topic 1: Pricing and Cost (READ)

Pricing questions often attract attention because they involve uncertainty and risk.

Look at how customers think about:

• Cost

• Value

• Affordability

• Risk

These can become powerful question and objection hooks.

Chapter 13: The Big 5, Topic 2: Problems (ESSENTIAL)

Your customer already has a problem. Learn how to talk openly about that problem rather than immediately talking about your solution.

This provides material for problem-based hooks.

Chapter 17: The Big 5, Topic 3: Versus and Comparisons (READ)

Customers often want to know: Which option is better for me?

Comparison questions can become excellent hooks because they address an active decision.

Chapter 19: The Big 5, Topics 4 and 5: Reviews and Best in Class (READ)

These help you understand the importance of:

• Social proof

• Evaluation

• Standards

• What customers consider best

Use these insights later when creating hooks around credibility and decision-making.

Chapter 21: The Impact of Discussing Competition (SKIM)

This chapter is useful for understanding how customers think about alternatives.

This connects directly to the Alternative Landscape you created in Step 3.

You do not need to turn this into a competitive marketing strategy yet.

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What Should I Skip for Now?

There is a lot in They Ask, You Answer that belongs much later.

For Step 7, you can skip or save for later the following:

• Sales-team implementation

• Assignment selling

• Video strategy

• Content-team management

• Content marketing culture

• Website implementation

• Conversational marketing

• Self-selection tools

• Website priorities

They Ask, You, You Answer later moves heavily into these areas. You don’t need those yet.

Your current objective is much narrower which is to:

Discover what your customer cares enough about to pay attention to, then turn those insights into relevant hooks.

Your EVUNN Action

Build Your Marketing Hook Library

You are not trying to create one perfect headline. You are creating a library of attention hooks that you can use across future marketing. To do that, follow these steps:

1. Bring Forward Your Customer

Return to your Best-Fit Customer and Buying Situation and ask:

What is happening when this person becomes most aware of the problem?

This gives you the context from which your hooks should be created.

2. List Their Real Questions

Write down at least 10 questions your customer is likely to ask.

Start with:

• What are they confused about?

• What are they worried about?

• What are they comparing?

• What are they trying to understand?

• What are they unsure about buying?

• What are they afraid of getting wrong?

• What do they want to know before taking action?

Don’t write questions that sound clever. Write questions that sound like something the customer would actually say.

Get the rest of the action steps for this step in EVUNN Premium.

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EVUNN Mindset Checkpoint

What if people judge me?

Creating hooks means putting your thinking into public view. You may start asking;

What if nobody responds?

What if people criticise me?

Who am I to talk about this?

What if I get it wrong?

If this is the resistance you’re experiencing, don’t confuse fear of visibility with evidence that your message isn’t valuable.

You don’t need to feel completely confident before you begin. You need to be willing to test.

Optional Mindset Reading: Feel the Fear and Do It Anyway by Susan Jeffers

Use this only if fear of visibility, judgment or taking action is preventing you from creating and testing your hooks.

This is not required reading for Step 7. It is an optional mindset checkpoint.

30+ Relevant Attention Hooks

Every hook should connect back to: Your Best-Fit Customer:

→ Their Buying Situation

→ Their Problem

→ Their Desired Outcome

→ Your Core Message

Give your customer a reason to stop scrolling.

You can have a valuable offer and a strong message, but if your customer doesn’t notice it, none of it matters.

🔓 Use the EVUNN Execution Toolkit: Marketing Hook Builder

Stop wondering what to say every time you need to market your offer.

Use the EVUNN Marketing Hook Builder to turn your customer’s real problems, situations, questions, desired outcomes, objections and buying concerns into a structured library of relevant attention hooks.

If you can’t get your best fit customers to pay attention, you will end with no sales no matter how good your offer is.