Questions Before We Begin

If you’re serious about building a Knowledge Centre that truly meets the high standards your buyers (and Marcus Sheridan) expect – standards that most of your competitors miss – then take the next five minutes to read this.

This ‘Done-for-You Knowledge Centre’ is built entirely on the They Ask, You Answer framework.

I’ve been trained by Marcus Sheridan, so I know exactly how to bring this to businesses like yours.

Below, you’ll find the key questions business owners like you ask, and the answers will give you the clarity you need to make the right decision.

If you’re ready to level up and outshine your competitors, this is worth your time.

“Mark, who are you? And how can you help me?”

Hey, I’m Mark Reynolds, an Entrepreneur’s Circle Coach and member for 11+ years. I’m also the EC Ambassador in Leamington, and I specialise in bringing They Ask, You Answer to life for businesses. I’ve been trained by Marcus Sheridan in the USA, so I’m a certified ‘They Ask, You Answer’ coach.

So, what do I actually do?

I’ve got a Done-for-You service that’s perfect if you’re busy and need this done right.

I’ll build you a fully optimised Knowledge Centre for your website. It’s got everything—articles, videos, images—designed to meet Marcus Sheridan’s high standards.

This service is all about giving you a rock-solid start with ‘They Ask, You Answer’.

We’ve seen it time and again – the businesses that get the best results are the ones that eventually take content creation in-house.

But starting out?

That’s where most businesses hit a wall.

They get stuck, or they struggle to see the results they expected. Even those who succeed sometimes miss out on bigger wins because they could have done things better from the get-go.

That’s where I come in.

My Done-for-You service is designed to help you start strong.

I’ll build a Knowledge Centre designed for long-term success. To get it right, you need to meet Marcus’s high standards from the start. If you miss the mark early on, any success you achieve will take much longer to reach.

Together, we’ll build trust with your buyers and make the whole sales process smoother.

By the time a customer reaches out, they’re already further along in their decision-making because your Knowledge Centre has answered their questions and built their confidence.

You’ve earned their trust before you’ve even spoken.

Add my optional video service, and you’ll humanise your business even more – taking your trust-building to the next level.

My Knowledge Centre journey started in 2013, when I built one for Bristol Bifold, before Marcus even published his book. By 2019, it was generating £0.5 million in sales each year, and I was rehired by the new owners. One article even ranked No.1 nationally on Google for “best bifold doors” for years.

It’s not just about ranking on Google (though that helps). It’s about earning trust the moment visitors hit your site and making their buying journey easier.

Remember Phil Coleman at Barlow Blinds, the guy who introduced They Ask, You Answer to the EC? His Knowledge Centre has been a game-changer. One article alone brought in a customer who’s now spent over £1 million with them. For a blinds company, that’s massive!

And of course, there’s Marcus Sheridan’s famous story about one article that’s brought in over $25 million in sales.

Aside from They Ask, You Answer, I’ve been in digital marketing for over 25 years, helping small businesses attract customers online. My own business is 15 years old now, and I’ve been in the SEO and Google Ads game since 2005, so I’ve seen a lot come and go.

What hasn’t changed is the need for businesses to provide real value. That’s what They Ask, You Answer is all about.

When I build your Knowledge Centre, it’s not just about filling up pages with content. It’s about creating something that engages, educates, and makes the sales conversation easier. By the time a potential customer speaks to you, they’ll already feel confident in your offering. With my They Ask, You Answer experience and technical know-how, your Knowledge Centre will turn visitors into leads and give you the best shot at doing well on search engines.

The best part?

We can usually get your Knowledge Centre live in 8-12 weeks.

In just a few months, you’ll be well on your They Ask, You Answer journey.

And because I only take on four new clients a month, you’ll get the focus and attention you deserve. When we work together, you’ll be getting everything I’ve learned since 2013 to help your business thrive- exactly as Marcus Sheridan would expect.

“What is a ‘They Ask, You Answer’ Knowledge Centre?”

A They Ask, You Answer Knowledge Centre is a dedicated section of your website that serves as a hub for educational content about your industry, products, and services.

It’s based on Marcus Sheridan’s “They Ask, You Answer” framework, which focuses on addressing your potential customers’ most pressing questions and concerns through transparent, helpful content.

Unlike a regular blog, a knowledge centre is strategically organised around the key topics that drive buying decisions in your industry, making it easier for potential customers to find the information they need.

Read this article where I cover this question “What is a Knowledge Centre?” in more depth.

Quick Answer: What is a Knowledge Centre?

1. A dedicated section of your website filled with in-depth articles and videos
2. Answers your buyers’ most pressing questions, concerns, and problems
3. Builds unprecedented trust, making selling quicker and easier when clients contact you
4. When used proactively in your sales process, the ROI is immediate
5. Establishes you as the go-to expert in your field
6. Boosts traffic, improves lead quality, makes the selling easier and you’ll win more customers.
7. More comprehensive than a blog or FAQ page – each topic is a detailed 1000-1500 word article and usually 80% of the article looks at what’s happening in the industry and 20% is where/how you fit in.
8. Effective for all business types: B2C, B2B, products, services, and companies of any size

“What benefits can I expect for my business”

Implementing a They Ask, You Answer knowledge centre can provide numerous benefits:

• Increased website traffic and improved SEO rankings
• Higher quality leads and shortened sales cycles
• Improved customer trust and credibility
• Better-educated prospects who are more likely to convert
• Reduced time spent answering repetitive questions
• Positioning your business as an industry thought leader
• Improved content for sales and marketing teams to use in their processes

“What types of businesses does this work well for?”

The principles can be applied to almost any industry where customers are seeking information before making a purchase decision. That’s because it’s all about earning the trust of your buyers, and every purchasing transaction involves trust. Whether you’re B2B/B2C, product or service, large or small, this service and They Ask, You Answer is for you.

“How does this integrate with existing sales and marketing efforts?”

The knowledge centre integrates seamlessly with your existing sales and marketing efforts. It can:

• Offer resources for your sales team to use in their processes
• Provide valuable content for social media and email marketing
• Enhance your overall content marketing strategy
• Support your SEO strategy

“What types of content are included?”

Our STARTER package includes written articles and images. The ACCELERATOR package also includes video content.

“What is the Pricing article that’s included?”

Think about when you were researching a significant purchase online in the last 12 months. What is that emotion that you get when you go to a website looking for a price and you can’t find it anywhere? Even worse, how do you feel when you go to a Pricing page and there’s no helpful information, and they’re asking you to fill in a form to arrange a meeting to find out…

We’re going to change this for you and your target audience.

A ‘They Ask You Answer’ Pricing article is a comprehensive, transparent approach to discussing costs on your website and often becomes the most popular article on your website. It almost stands alone from your Knowledge Centre, that’s how important it is!

Unlike traditional pricing pages that often hide or minimise cost information, this approach addresses pricing head-on.

But let this be clear. 

This page isn’t a price list. 

Your pricing article is about educating your buyers, so they understand more about pricing in the industry and where you fit – publishing price ranges to give them an idea. 80% about pricing in the industry and 20% of the article is where you fit in regarding pricing.

It typically covers the full range of prices for your products or services, explains factors that influence cost, and breaks down what’s included at different price points. 

The article doesn’t just list numbers; it educates the reader about value, quality differences, and why prices vary. It might include comparisons with competitors or industry standards, and often addresses common questions or concerns about pricing. 

The goal is to build trust by being open and honest, even if you can’t always provide exact figures. 

This approach helps qualify leads, as those who continue to engage after reading about pricing are often more serious buyers. This ends up attracting more good fit customers, while putting off those bad fit customers.

Ultimately, a They Ask You Answer pricing article aims to make customers feel informed and confident, rather than confused or suspicious about costs.

“What are AI videos in the Accelerator Package, how are they made… and what(!?!) is an AI video avatar?”

The Accelerator Package includes 20 AI-generated videos, one for each article in the Knowledge Centre. These videos are created using an AI avatar – essentially a digital version of a real person, usually the business owner or main salesperson.

To create the avatar, we with with you to record about 5 minutes of high-quality video footage of yourself talking to the camera. This footage is then used to generate a lifelike AI version of you that can be made to communicate with your audience about your products/services and business.

The AI avatar videos are placed at the top of each article, summarising the content in about 5 minutes. This gives website visitors another way to consume the information besides just reading.

The visual quality of these avatars is pretty impressive – about 90% realistic, but many won’t even notice it’s not real. The voice is a bit less perfect, maybe 75-80% accurate to the real person. But for most visitors who don’t know you, it’s convincing enough. And this technology is improving all the time. It’s powerful stuff.

The great thing is that once you have your avatar created, you can easily make new videos by just inputting text for it to “speak”. It’s a scalable way to add video content without having to film yourself constantly.

This as cutting-edge tech that can help businesses stand out and earn trust by putting a face to the company. It’s meant to humanise the business in a way competitors may not be doing yet.

“How much does the AI avatar video service cost?”

The AI avatar tech costs about $24 per month, which you’ll pay directly to the provider. You can pause it after we’re done, but why would you?

This is about long-term engagement and ROI. Sure, subscriptions can feel like a lot, but if it’s delivering results, it’s worth it.

Remember, this is just one piece of the They Ask, You Answer puzzle – it’s about building strong foundations to transform your business.

“How realistic are the AI avatar videos?”

As mentioned, they’re pretty mind-blowing – about 90% as realistic as live video. The visuals are spot-on, and the voice is about 75-80% accurate.

Most people won’t notice unless they know you really well. We’ve got options to boost voice quality if you want, including a premium service for about $22 a month that can really nail your voice, though it needs more audio input from you.

“Do clients need to handle any filming or production?”

Nope, we’ve got you covered. As part of the done-for-you service, we’ll send a pro videographer to film your initial clip. You might need to travel to the location, but we handle all the production. It’s all about creating a high-quality base video to generate your AI avatar clips.

“Will the AI-generated videos all look the same?”

Not exactly. While they’ll have a consistent look, each video will be unique. The words, mouth movements, and expressions will vary. You’ll see different hand gestures and subtle changes like head tilts. So, they’ll feel familiar but not identical – your viewers will see them as distinct videos.

“How is the content/topics chosen and organised?”

We organise the content based on the “Big 5” TAYA topics (+2) that most influence buying decisions:

• Pricing and costs
• Problems, Issues and concerns
• Comparisons
• “Best of” lists
• Reviews

Plus Marcus and I find “What is” and “How to” questions work well too:

• “What is”
• “How to”

The content is structured in a user-friendly way, making it easy for visitors to find what they’re looking for.

“How do you ensure the content reflects my business’s voice and expertise?”

We use a collaborative approach:

• We start with a thorough discovery session to understand your business, brand, industry, target audience and unique value proposition.
• We then have two content discovery sessions where we discover more about your target audience, messaging, voice and we brainstorm the TAYA questions from the Big 5 TAYA topics.
• We work closely with you to refine the content, ensuring it aligns with your brand voice and expertise.
• We encourage you to provide real-world examples and insights to make the content more authentic and valuable.
• We create content outlines for your approval before writing full articles.

“How do you handle SEO optimisation?”

SEO is integrated throughout our process:

• I conduct keyword research to identify high-value search terms
• Content is optimised for both readers and search engines
• I use best practices for on-page SEO, including meta titles and internal linking
• I provide guidance on technical SEO aspects that may impact your site’s performance

“What’s included? What’s the cost? And how does payment work?”

Much like at the Entrepreneurs Circle, you can pay the full amount up front, or you can make it more manageable with my monthly payment plans. Please check them out on the next page. Simply let me know which you would like to sign up to.

“Why do I pay more when paying by instalments?”

We understand that spreading payments over time can help with cash flow, and we’re happy to offer that flexibility. However, similar to financing a car, paying in instalments costs a little more than paying upfront. 

First, there are additional administrative and handling fees to manage the instalment process.

Second, there’s a small risk of default – just as car financing companies account for missed payments.

Third, even though we don’t charge interest, like a car finance plan would, we do have to account for the impact on our cash flow. When payments come in gradually, it can affect how we manage resources across multiple projects.

This small premium helps cover these factors and ensures we can continue to deliver your project and others on schedule.

“How long does the process typically take?”

The process usually takes 8-12 weeks from start to finish. This includes the discovery phase, content creation, and implementation on your website.

To maintain quality, I only take on 4 businesses per month.

“What level of involvement is required from me and my team?”

The project is completely done-for-you, however your involvement is crucial, especially during the initial stages, to make sure the end result is spot on for your and your target audience. 

Whilst I do the majority of the research, we’ll need your expertise to ensure the content accurately reflects your business.

Typically, this involves…

1x initial discovery session (2 hours)
2x Content Discovery Sessions (1.5 hours each)
Content reviews (1-3 hours)
Providing information and insights as needed

“We already have a web designer/developer/agency, how will that work?”

As a They Ask, You Answer (TAYA) expert, my primary focus is on creating a powerful, effective Knowledge Centre for your business. My service is designed to be flexible to accommodate various scenarios while maintaining consistent value. Here are the options available:

• Design-Only with Your Implementation: If you prefer, I can focus solely on the strategy and design of your Knowledge Centre, providing you with all the necessary materials and guidance for you or your team to implement independently.
• Design and Guidance for Your Team: If you have a web designer, developer, or agency you prefer to work with, I can provide the designs, specifications, and expert guidance for your Knowledge Centre. Your team would then implement these designs under my direction to ensure TAYA best practices are followed.
• Collaborative Approach: For businesses that fall somewhere in between, we can create a custom approach. This might involve me implementing some aspects while your team handles others, finding the right balance of responsibilities that works for you.
• Complete Done-for-You Service: I can handle everything from strategy and design to full implementation on your website. This comprehensive approach ensures that every aspect of your Knowledge Centre aligns perfectly with TAYA principles and your business goals.

Importantly, whichever option you choose, the cost of my service remains the same. This is because my time and expertise are invested similarly across all scenarios – in strategising, designing, communicating and ensuring the successful creation of your Knowledge Centre, whether I’m doing the hands-on implementation or guiding others through it.

During our initial discussions, we’ll talk about your current setup and preferences. Together, we’ll determine the best approach for your unique situation. 

My goal is to be flexible and accommodate your needs while delivering a high-quality Knowledge Centre that drives results for your business.

Rest assured, regardless of the approach we take, you’ll benefit from my expertise in TAYA strategies and Knowledge Centre best practices. 

My focus is on delivering a solution that not only meets your needs but also maximises the impact of TAYA for your business.

“Do you provide training on maintaining the knowledge centre?”

Yes, at end of the project we provide guides on how to maintain and update your knowledge centre from the perspective of They Ask, You Answer. This includes guidance on:

• Identifying new content opportunities
• Writing in the They Ask, You Answer style
• Optimising content for search engines
• Using your content in sales and marketing processes

“Can the Knowledge Centre be easily updated or expanded?”

Yes, we design the knowledge centre to be easily updatable, though how easy can depend on the website platform you’re currently using. As your business grows, the knowledge centre can be expanded with new topics and content types.

“What ongoing support do you offer?”

After the initial setup, we offer:

• TAYA Workshops
• Group TAYA Coaching
• Individual/Business TAYA Coaching
• Content performance reviews
• Guidance on leveraging your content in sales and marketing
• Recommendations for new content based on industry trends and your business needs

“Do you offer any guarantees?”

While we can’t guarantee specific results as they vary by industry and implementation, we can guarantee our commitment to delivering high-quality, strategic content that aligns with the They Ask, You Answer methodology.

“What do others say about working with you?”

I’m currently creating Angela Cox’s Knowledge Centre (to be published in the coming weeks) – Angela was the 2024 National Entrepreneur Awards’ Most Inspiring Business Person.

“A massive HIGH TEN for Mark Reynolds. I’ve been in Nige’s Inner Circle group with Mark. I love him and his story so deciding to work with him on Paseda360’s Knowledge Centre was a no brainer.

I work with lots of partners to help me on …
different aspects of the business and have to say, Mark shines very brightly.

We have just finished the discovery phase to get to our 20 questions. The process has been thorough, well structured, thought provoking and fun. (Including creating AI Angela  this week). 

He really cares about getting everything right and I feel he goes beyond the extra mile. You’ve probably seen Mark in the circular and at the Implementer, and he’ll have a stand at the convention. If you’ve been thinking about a knowledge centre, and you want it done properly, give him a call.”

AND 

“I can’t wait to rave about your service. I’ve been blown away by the work you have put into our knowledge centre so far. I can’t wait till we launch it later this year.”

“How does your service compare to other options?

Unlike general digital marketing agencies, I specialise in the They Ask, You Answer methodology. This focused approach allows us to create more strategic, buyer-centric content. Compared to DIY options, we bring expertise in content strategy, SEO, and the specific TAYA framework, saving you time and ensuring a higher quality result.

“What metrics should we use to measure success?”

We all know it can be hard for small businesses to track the right numbers, but you simply must put yourself in the position to track success. 

You’ve probably heard from Marcus Sheridan about a specific page in his swimming pool Knowledge Centre that’s generated $25+ million over the years.

With that in mind, ideally you have a CRM (Customer Relationship Management software) which allows you to assign revenue with the activity of that customer in your Knowledge Centre. You can then track which pages influence the revenue.

We also recommend you track several key metrics, including:

• Website traffic and engagement (time on page, pages per session)
• Lead generation (form fills, content downloads)
• Search engine traffic for target keywords/pages
• Sales team feedback on lead quality
• Website and Sales Conversion rates

Additionally, we recommend considering metrics that directly impact your bottom line:

• Sales cycle length – We often see a reduction in the time it takes to close deals as prospects are better informed.
• Close rate – Many clients experience an increase in their close rate as leads are more qualified.
• Average deal size – Some businesses see an increase in average deal size as customers better understand the value proposition.
• Revenue growth – We track overall revenue growth that can be attributed to the knowledge centre.
• Customer acquisition cost – Often, this decreases as more leads come through inbound channels.
• Return on Investment (ROI) – Calculate the ROI of the knowledge centre by comparing the investment to the additional revenue generated.

“What’s the next step?”

If you’re ready to move forward, the next steps are:

1. Choose whether you want to go for the STARTER package, or ACCELERATOR package.
2. Choose whether you wish to pay up front, or with my payment plan.
3. Make sure we have a conversation about when in my schedule I can fit you in. The service is proving very popular, and I only take on 4 business per month, so let’s make sure it works for you.
4. Pay the initial deposit to book into my schedule.
5. I will personally schedule our kick-off/discovery meeting, and our two content discovery meetings. This isn’t done via my usual booking links, I’ll be in touch as soon as I receive your first payment.

Let’s do this. Simply reply to my email and let’s go on this exciting journey together.

Warm wishes
Mark Reynolds, KnowledgeCentreGuy.uk
They Ask, You Answer Certified Coach

They Ask, You Answer Done Right:
Essential Framework for Knowledge Centre Success

PS. If you have any questions, please reach out:
mark@knowledgecentreguy.uk