Marcus Sheridan, is a world-class speaker, thought leader, and author of ‘They Ask, You Answer‘ – he has this to say about me:
“If you’re serious about making They Ask, You Answer work, you need to talk to Mark. He has a rare ability to strip away the fluff and show businesses exactly what they need to do – step by step – to build trust, drive growth, and get results. Whether he’s on stage or working hands-on with teams, Mark doesn’t just teach this stuff, he makes it happen. And trust me my friends, that’s exactly what businesses need today, real action, not just more talk.”
They Ask, You Answer (TAYA) is game-changing…
…but only when implemented properly.
You’ve read the book. You’ve seen Marcus speak. You know this is the future. But you also know that implementation is where great ideas usually go to die. You don’t have the time to become a content manager, and you certainly don’t have the time to micromanage a team to get this right. That’s where I come in.
That’s where I come in.
I offer a premium, 100% done-for-you Knowledge Centre service that ensures TAYA and the Big 5 are implemented properly – without stealing time from you or your team.
— Nigel Botterill, Founder of Entreprenuers’ Circle :
“Mark’s the real deal, and when it comes to getting your Knowledge Centre sorted properly, there’s no one better…”
You don’t need to read every question below. Just scan the table of contents to quickly find the answers that matter most to you. Your specific question is likely covered.
“What exactly do you do, Mark? And how will this help my business?”
I am a They Ask, You Answer specialist who builds premium Knowledge Centres for ambitious business owners.
Whether you run a £5M company with a sales team or you are a high-performing Solopreneur wearing every hat, I work with business owners who are tired of being the ‘best kept secret’ and are ready to build a permanent asset that helps to earn the trust of their buyers like never before, leading to more qualified leads, more buyers from Google and AI search, and shorter sales cycles.
As one of the few UK experts personally trained by Marcus Sheridan, I provide completely done-for-you implementation that changes how you attract and convert high-value buyers.
Think of me as your “Knowledge Centre architect” – I design and build the system, you reap the benefits.
No micromanagement needed.
Here’s what a properly implemented Knowledge Centre does for your business:
Removes Sales Pressure: You or your team stops chasing unconvinced leads. Buyers arrive pre-sold on your philosophy and pricing.
Creates Permanent Leverage: You answer a question once, brilliantly, and it works for you 24/7 forever.
Positions You as the “Wikipedia” of Your Niche: While competitors hide their prices and process, you own the answers.
Shortens Sales Cycles by 30-50%: You stop explaining the basics and start closing the deal.
Unlike marketing agencies who dabble in everything, I do one thing – implement They Ask, You Answer properly.
While others churn out generic content or AI-generated fluff, I build strategic assets that drive real business results.
“Who are you, Mark? And why should I trust you with this?”
If you’re in the Entrepreneurs’ Circle community, you probably know me. As an EC Coach, member since 2012, and Leamington Spa Ambassador, I’m the person Nigel and successful EC members trust for proper They Ask, You Answer implementation.
My relationship with They Ask, You Answer runs deep. In fact, I was implementing these principles before Marcus even published his book. Back in 2013, I built a Knowledge Centre that generated £500,000 in annual sales for a single client. When that business was acquired, the new owners immediately rehired me – that’s how valuable the Knowledge Centre was to their success.
But here’s what really matters.
I’m not just another marketing provider. I’m a strategic partner for business owners who want this done right, without the hassle. My role is to:
Transform your expertise into a systematic lead-generation asset
Reduce your sales cycle by making buyers better educated before they contact you
Free up your team’s time by answering questions once, brilliantly, forever
Position yourself as the clear authority in your market
Make selling easier by building trust before prospects even speak to you
I only work with 4 businesses per month to maintain premium service quality.
This means every client gets my focused attention and expertise.
Whether you’re a growing business or an established market leader, if you’re serious about becoming the most trusted voice in your industry, I’ll help you build a Knowledge Centre that systematically generates leads and shortens your sales cycle.
“What is a ‘They Ask, You Answer’/’Endless Customers’ 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 (which is a chronological diary), a Knowledge Centre is a strategic library. It is organised around the specific questions that drive buying decisions, making it effortless for your ideal client to binge-watch or binge-read your expertise.
A dedicated section of your website filled with in-depth articles and videos
Answers your buyers’ most pressing questions, concerns, and problems
Builds unprecedented trust, accelerating sales by making client conversations quicker and easier.
When used proactively in your sales process, the ROI is immediate
Establishes you as the go-to expert in your field
Boosts traffic, improves lead quality, simplifies selling, and helps you win more customers.
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.
Effective for all business types: B2C, B2B, products, services, and companies of any size
“What does Nigel Botterill say about Knowledge Centres and working with me?”
If you’re in the Entrepreneurs’ Circle world, you’ve probably seen Marcus Sheridan speak on stage about They Ask, You Answer. But have you noticed how Nigel (EC Founder) keeps emphasising one specific word when he talks about Knowledge Centres?
That word is “properly.”
Here’s what Nigel says about me: “Mark’s the real deal and when it comes to getting your Knowledge Centre sorted properly, there’s no one better…”
You see, Nigel’s watched countless businesses attempt the DIY approach to They Ask, You Answer. He’s seen what works and what doesn’t. And he’s crystal clear about what drives real results:
“Passionately educate your marketplace. High-value customers love video and articles that do that. So the whole They Ask, You Answer, the whole Knowledge Centre piece properly done, that’s a key part of it, is hugely helpful.”
Notice that word again – “properly.” Nigel keeps coming back to it because he’s seen the stark difference between Knowledge Centres that work and those that don’t.
What’s really interesting is what Nigel says about online competition. He points out that these days, it’s incredibly easy for competitors to copy what you do online. Your best sales page? Someone can replicate it in hours. Your marketing campaign? They can mirror it in days.
But then Nigel notes something fascinating about properly constructed Knowledge Centres:
“The exception is properly constructed They Ask, You Answer content. Bizarrely, no one seems to even want to copy it, even though they could. But you write that well and construct your Knowledge Centre in the right way, then that adds massive kind of weight and credibility.”
Think about that for a moment.
In a world where everything online can be copied, a properly constructed Knowledge Centre stands apart. It’s not that competitors can’t copy it – they absolutely could. But when it’s done right, it creates such a powerful position of authority that competitors don’t even try to replicate it.
This and many other reasons is why Nigel has suggested EC members to work with me. Here’s exactly what he said recently:
“Mark Reynolds who many of you will know an EC Legend of many years and Mark is ‘The Knowledge Centre Guy’. Mark’s business is creating Knowledge Centres for people. He’s been trained by Marcus Sheridan and many of you have been to the conventions in previous years when Marcus has been here, and you’ve left the EC Conventions determined to get your Knowledge Centre in place and working properly, and you’ve done ‘F*** all’ about it and so Mark will help do a 100% done-for-you Knowledge Centre on your website, all fully compliant as Marcus Sheridan would do, so you’ve got to go see Mark about that.”
Let’s be honest – there’s a world of difference between having a Knowledge Centre and having one that’s properly constructed. I’ve seen too many businesses either never get started or create something that fails to drive real results.
That’s exactly why I created this done-for-you service – to ensure you get it done properly the first time, exactly as Marcus Sheridan would expect.
“What do others say about working with you?”
I created Angela Cox’s Paseda360 Knowledge Centre – Angela was the 2024 National Entrepreneur Awards’ Most Inspiring Business Person – for her coach training company”.”
Here are three of the 20 articles I wrote for her:
“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.”
And what did Angela say about her new Knowledge Centre after we launched?
“Our Knowledge Hub is alive and kicking.. We engaged with Mark Reynolds, The Knowledge Centre Guy to build our Knowledge Hub. The first 20 articles are now LIVE, complete with ‘AI Angela’ presenting a video version of each one. Mark has done an incredible job with this. If you’ve been wondering what yours might be like.. take a look. We are looking forward to continuing our Knowledge Hub journey through 2025.”
Angela even asked me to be one of her official speakers at her Future of Coaching Conference:
“Mark Reynolds nailed it on stage at our conference last week. A super informative session about They Ask, You Answer. He really is the ultimate expert. If you’ve got a podcast, get him on!”
“But what’s the actual business impact of a new Knowledge Centre?”
Beyond testimonials, here’s what this means for your business:
Scalable Growth
Knowledge captured and systemised
Easier team training and onboarding
Consistent messaging across all channels
Reduced reliance on key personnel
Sales Efficiency
30-50% shorter sales cycles
Better qualified leads
Reduced time spent on repetitive questions
More informed buyers
Market Position
Clear authority establishment
Systematic trust-building
Competitive differentiation
Long-term asset development
Think of this as building a strategic asset that:
Makes your expertise scalable
Reduces operational friction
Generates leads while you sleep
Keeps working long after implementation
Remember Bristol Bifold’s Knowledge Centre that generated £500,000 in annual sales? When they were acquired, the new owners immediately rehired me because they saw the value of having this systematic approach to generating leads and educating buyers.
This isn’t about creating content – it’s about building a system that makes your business more valuable, more scalable, and more efficient.
All while demanding minimal time from you and your team.
“Can you share some real results from businesses like mine?”
Let me start with real results from a business I helped directly.
For Bristol Bifold, a single Knowledge Centre transformed their business:
Generated £500,000 in additional annual revenue
Reduced sales cycle time by 40% as buyers came pre-educated
So valuable that when they were acquired, the new owners immediately rehired me
One article ranked #1 on Google nationally for “best bifold doors” for years
Here’s something interesting – does your business need to be exactly like Bristol Bifold to see results?
Think about it.
Whether you’re selling manufacturing equipment, professional services, property development, home improvements, software solutions, or specialist consulting, the one thing that drives every buying decision is trust.
Every buyer, regardless of industry, wants to feel confident they’re making the right choice.
This methodology works in every industry. Here are the global benchmarks for what happens when businesses fully commit to the Endless Customers framework:
Barlow Blinds (UK) achieved remarkable results:
One Knowledge Centre article brought in a single customer worth over £1 million
Sales team spent 50% less time answering repetitive questions
Increased average deal size by 35% through better-educated buyers
Transformed from local supplier to industry authority
Yale Appliance (a household appliance retailer like Currys) saw:
2,086% increase in web traffic
2,916% increase in leads
Growth to $117M in revenue from a single retail store
West Roofing Systems (commercial roofing contractor) achieved:
5,252% increase in web traffic
4,046% increase in first-page Google rankings
$14M+ increase in revenue
Fire & Ice (residential heating and air conditioning company) generates:
$1M in revenue purely from organic search traffic
150,000 organic website visitors monthly
RoofCrafters (residential roofing company) saw:
400% increase in inbound leads
700% increase in inbound revenue
$270,000 in monthly revenue just from organic leads
And yes, you might have heard about Marcus Sheridan’s famous $35 million swimming pool pricing article. But I’ll be direct – that took years of commitment to get there. What matters is building a systematic way to earn trust in your market, starting now.
The real question isn’t whether other businesses are like yours. It’s whether you’re ready to become the most trusted voice in your industry.
“What’s the investment and implementation process?”
Having discussed your business goals in our conversation, you know this isn’t just another marketing expense – it’s a strategic investment in your company’s growth and market position.
Companies who implement the They Ask, You Answer framework typically see ROI within 12-18 months through:
30% reduction in sales cycle time
3x increase in qualified inbound leads
50% reduction in repetitive customer inquiries
£250K+ addition to bottom line
Dramatically improved team efficiency
The Authority Engine package includes a comprehensive discovery process, strategic planning, and expert implementation, transforming your expertise into a powerful lead-generating system without stealing precious time from your busy schedule.
During the discovery phase, I’ll extract the knowledge that’s in your head to transform it into trust-building content, allowing you to focus on running your business while I handle the heavy lifting of creating your Knowledge Centre from start to finish.
Payment plans are available to spread the cost.
I’ve structured my pricing to deliver maximum strategic value while remaining accessible to ambitious businesses who are ready to invest in their growth – please review everything here.
As discussed, I only work with 4 businesses per month to maintain premium service quality. Once you’ve decided which package best serves your goals, we can secure your place in the implementation schedule with the initial investment.
Remember, this isn’t just about content creation – it’s about building a strategic asset that systematically generates leads, shortens sales cycles, and positions you as the clear authority in your market.
“What are AI videos, how are they made… and what(!?!) is an AI video avatar?”
The project includes 30x AI-generated videos, presented by your Digital Twin.
For the Solopreneur or Micro-business owner, this is your superpower: The ability to clone yourself.
While you are sleeping, in a meeting, or with your family, your Digital Twin is on your website, perfectly explaining your value proposition to hundreds of prospects simultaneously. It allows you to be ‘always on’ without burning out.
To create the avatar, my videographer will come out to you to record about 5 minutes of high-quality video footage of yourself talking to the camera – we’ll probably be with you for 2 hours, including set-up, preparation time for you, and take down time.
A special piece of software will then use the footage 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 key takeaways in 2-3 minutes. This is the perfect length for busy buyers who want the answer quickly without reading 1,500 words.
The technology is now at the ‘Studio Quality’ level. Visually, the Digital Twin is exceptional, capturing your mannerisms, head tilts, and expressions with near-perfect accuracy.
Audio-wise, we are now seeing 95%+ accuracy in voice cloning. While your close family might spot the difference, to a prospect who hasn’t met you yet, it is indistinguishable from a high-end video production. Crucially, this isn’t just about ‘tricking’ the eye; it’s about delivering information in the format buyers prefer (video) without you needing to spend days in a recording studio.
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?”
At the time of writing, the AI avatar tech costs approximately £45 per month per avatar, paid directly to the provider. Prices are subject to change.. 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 they’re delivering results, they’re 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. However, recent changes mean that in my opinion, the visual and voice are in the 90% (there are usage limits from the provider the very best avatars).
Most people won’t notice unless they know you really well.
“Do clients need to handle any filming or production?”
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. At the moment all the videos will have you in the same clothing.
“How far do you travel when coming to film me for my AI Video Digital Twin?”
We are based in Leamington Spa (the Silicon Valley of the Midlands!).
For the majority of Mainland UK, all travel costs for our videographer to come to you are included in the project fee.
We handle the logistics so you just have to turn up and speak. (If your offices are in the Highlands, Islands, or outside the UK, we can simply chat about the logistics during our calls).
“I’m really busy. What does implementation actually look like?”
Let me be clear about the time investment required from you:
1x 2-hour initial discovery session
2x 90-minute content discovery sessions
About 3-4 hours total for content review
That’s it.
I’ve designed this process specifically for business owners who don’t have time to become content experts or manage complex projects. You’ve got a business to run – my job is to handle everything else.
Here’s what happens over our 8-12 week journey:
Weeks 1-2: Strategic Foundation
Discovery sessions to understand your business objectives
Content strategy development
Knowledge Centre structure design
No daily input needed from you
Weeks 3-8: Implementation Phase
Creation of all content assets
Weekly progress updates (5 mins)
Brief review sessions at key milestones
Everything is handled by me
Weeks 9-12: Launch & Integration
Full implementation on your website
Written success guides so you know how to continue
Team training if needed (not included in project)
Sales process integration (not included in project)
ROI tracking setup (not included in project)
“How do I get more sales once the Knowledge Centre and first articles are live?”
So how do you turn your Knowledge Centre into actual sales? Here’s how successful businesses leverage their new asset:
First off, this project gives you a powerful start to embracing They Ask, You Answer properly.
I created this service because I’ve seen so many businesses fall into the same traps. They love TAYA—they’ve read Marcus Sheridan’s book, seen him speak, and believe in the concept—but they simply haven’t implemented it. Some tried DIY approaches with no results years later. Others had initial success but faltered because they didn’t follow through properly.
The reality today? Most businesses aren’t creating the right content, or worse, they’re not creating any at all. Many are just copying and pasting shallow, generic ChatGPT articles that don’t actually answer buyer questions in depth. To stand out, you need to go beyond what everyone else is doing.
So how do you turn your Knowledge Centre into actual sales?
✅ Take ownership—what happens next is entirely up to you. Stop publishing and you’ll lose momentum. Fully embrace this and it can transform your business.
There are countless case studies of companies that committed to TAYA and saw their marketing, sales and revenue completely transformed. The difference? They made it part of how they do business, not just a one-off project.
✅ Use your Knowledge Centre as a sales tool. Don’t just rely on Google traffic. Share articles before sales calls, in follow-ups and on LinkedIn. When prospects ask questions, send them your trusted, high-quality content instead of just answering on the spot. This builds serious credibility.
✅ Empower your sales function (even if that function is just YOU). If you have a sales team, this tool aligns them and stops them going rogue. If you are a ‘Team of One’, this is even more critical. You don’t have time to answer the same question 50 times a week. Your Knowledge Centre handles the repetitive education so you only spend your limited time closing high-value deals.
✅ Publish consistently. Winners with TAYA commit long-term. It’s not about publishing 5 articles then stopping – it’s about becoming the #1 educational resource in your industry.
✅ Answer the right questions. Is your content addressing the real fears, concerns and objections of your buyers? If you’re unsure, go deeper. Talk to your sales team about what buyers are REALLY asking.
✅ Go beyond written content. Add videos, case studies and pricing breakdowns. Buyers trust what they can see and hear. A simple, well-explained video on your homepage can dramatically boost trust and conversions.
✅ Promote actively. Content doesn’t sell itself. Repurpose articles into LinkedIn posts, short videos, email campaigns and webinars. The more ways you share insights, the more you’ll be seen as the go-to expert.
✅ Measure and adapt. Track which articles drive traffic and engagement. If certain topics resonate, create more on those themes. If something isn’t working, adjust your approach.
✅ Train Google and AI search to recognise your authority. Search engines like Google’s SGE and ChatGPT are learning from your website data. The more quality content you publish, the more these systems associate your brand with expertise.
✅ Commit to becoming the most trusted voice in your industry. This isn’t a one-off project—it’s an ongoing strategy that can completely transform how people perceive your brand. The companies that win with TAYA make it part of their DNA.
“What metrics should we use to measure success?”
Tracking success is non-negotiable, whether you are a team of one or fifty. You don’t need a complex enterprise setup, but you do need to know what’s working.
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 to 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.
“With AI search becoming more popular, do buyers still visit company websites?”
Here is the reality of this age of AI: If you do not control the answers that buyers are looking for, AI will generate them for you, and it might not be the answer you want.
Yes, buyers are using AI to search. But when they are about to spend significant money (B2B or High-Ticket, eg £500+), they require a Single Source of Truth.
They need to verify what the AI told them.
If your website is just a digital brochure, you are invisible. If your website is a Knowledge Centre, you are the authority.
We aren’t just building this for humans; we are building it to train Google and AI that you are the expert definition of your industry.
The Opportunity is Significant – But Only if You Seize It
The way people search, research, and buy is evolving right now. AI-driven search isn’t the future—it’s already here. But most businesses are completely unprepared. Many are either doing nothing or relying on AI-generated, low-effort content that fails to build trust.
This is your chance to get ahead of the competition. While others hesitate, you can establish yourself as the authority that buyers trust. By creating a Knowledge Centre with real, insightful, buyer-focused content, you’re not just keeping up—you’re setting the standard in your industry.
The businesses that embrace this shift early will be the ones that dominate in the years to come. Will you be one of them?
“Is this Knowledge Centre service right for my business?”
This service is designed for ambitious business owners who value their time. It is a perfect fit if you fall into one of these three categories:
The “Empire of One” (Solopreneur): You are the business. You need to “clone” yourself so you can sell to hundreds of people at once without burning out. This system builds the trust for you 24/7.
The Growing Team (Micro-Business): You have a small team, but you are still the main revenue driver. You need a system that ensures every prospect gets the “Founder-level” pitch, even if you aren’t in the room.
The Established Leader (£1M+): You have a sales team, but they answer the same questions repeatedly. You need a strategic asset to align your messaging, shorten sales cycles, and dominate your niche.
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“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
“Am I Guaranteed Success After Launching My Knowledge Centre?”
I guarantee I will build you a Ferrari.
I cannot guarantee you will drive it fast.
I guarantee that I will deliver a world-class strategic asset, built to the exact standards of Marcus Sheridan’s methodology. I guarantee it will be “done properly.”
But a Knowledge Centre is a tool.
If you or your sales team refuses to use it, or if you hide it in the footer of your website, it won’t work. Success comes to those who use the asset we build to change their sales conversations.
It’s not a silver bullet, but when used correctly, it gives you a fantastic platform to publish high-impact content that your buyers, and even Marcus Sheridan himself, would love.
That said, this is a big opportunity, and it’s easy to waste it. If you don’t actively use your Knowledge Centre, it will just sit there, gathering digital dust. That would honestly be a huge shame. Your investment in this should be tied directly to your revenue goals, because the companies that take full advantage of it see real, measurable results.
With your new Knowledge Centre, your buyers finally have someone on their side—helping them make an informed decision in a world where most businesses avoid answering tough questions. While your competitors leave buyers frustrated and unsure, you’ll be the one providing clarity, honesty, and real value.
To truly succeed, you need to communicate in a way that others in your industry are not. The businesses that educate best are the ones that win trust first. And when you win trust, selling becomes easier, faster, and more effective.
Some of the most successful They Ask, You Answer companies publish 3–4 articles per week. But don’t let that overwhelm you—any content is better than none. The key is to start and stay consistent.
A great way to set yourself up for success is to always have at least 10 articles scheduled in advance. This keeps your momentum going and removes the stress of scrambling for new content. The businesses that take this approach see a compounding effect over time, as their Knowledge Centre becomes a true sales asset.
What Drives Success?
Success depends on:
✔ Publishing high-quality content that directly answers buyer questions ✔ Using your Knowledge Centre proactively in the sales process ✔ Keeping it updated with fresh insights and new buyer questions ✔ Sharing content across multiple channels—email, social media, and sales conversations
If you build it and forget about it, you won’t see results. But if you use it strategically, it will become your biggest sales weapon—attracting better buyers, shortening sales cycles, and positioning your business as the go-to authority in your industry.
The bottom line? The more you embrace They Ask, You Answer, the bigger the impact. When it shifts from being just a content strategy to a core mindset across your entire business, that’s when the real transformation happens.
“I’ve seen other Knowledge Centres that you’ve produced – will ours look the same?”
No, every Knowledge Centre is tailored to the specific business, industry, and audience. While the core framework follows They Ask, You Answer principles, the design, structure, and content are all personalised to your brand.
Your Knowledge Centre will:
Be designed to match your existing website’s look and feel which means it won’t look like others you may have seen.
It will contain similar navigational features to make it easy for users to find the information they need.
Feature content that is unique to your industry, customers, and competitive landscape
Be structured based on your buyer’s most pressing questions
No two Knowledge Centres are identical because no two businesses are the same, but the principles are very similar between Knowledge Centres.
“What happens if we need to make changes during the process?”
As a business owner, you need flexibility. I get that. That’s exactly why I’ve built review points into our process where we can refine and adjust.
You’ll have clear opportunities to review content outlines and drafts before they’re finalized. During our discovery sessions, we’ll make sure we’re aligned on direction before creating any content. And if something isn’t quite right, we’ll fix it.
Remember – this is your Knowledge Centre. My job is to implement it properly while making the process smooth for you. If something needs to change, we’ll handle it. No stress, no fuss. Just tell me what needs adjusting, and I’ll sort it.
The key is communication. If you spot something that needs changing, just let me know. I’d rather make adjustments during the process than deliver something that isn’t exactly what you need.
To keep the momentum high and hit your launch date, we treat the ‘Go Live’ moment as the finish line for this sprint.
Once the articles are published and live, the project is considered complete. Any future tweaks or new ideas you have after that point would fall under a standard update request. This discipline ensures we actually get your Knowledge Centre launched, rather than getting stuck in an endless loop of ‘just one more tweak’.
“How do you ensure our Knowledge Centre stands out from competitors?”
First, while others dabble with generic content, we’re following Marcus Sheridan’s proven They Ask, You Answer framework. This isn’t just another blog – it’s a systematic approach to answering your buyers’ most pressing questions.
We start with the “Big 5” topics that drive buying decisions:
Cost and pricing (what everyone wants to know but few discuss)
Problems and concerns (the things your competitors avoid talking about)
Comparisons (helping buyers make informed decisions)
“Best of” lists (giving real, unbiased guidance)
Reviews (showing who you’re right and wrong for)
Plus, we cover essential “What is” and “How to” questions that buyers are searching for.
But here’s what really makes your Knowledge Centre stand out:
Deep, honest content (1000-1500 words per article) that’s 80% about the industry and 20% about how you fit in
Real examples and stories from your business, not generic fluff
A comprehensive pricing article that builds trust by being radically transparent
Clear structure that makes it easy for buyers to find what they need
After launch, the key is consistency. Many businesses create a few articles and stop. But to truly dominate your market, you need to keep answering buyer questions and sharing insights. That’s how you become the trusted authority in your space.
Remember – while others are using AI to churn out shallow content, we’re creating in-depth, trust-building resources that actually help your buyers make decisions. That’s how you stand out in today’s market.
Think about it – if your competitors are avoiding the tough questions and you’re answering them honestly, who do you think buyers will trust?
“Can you share specific examples of how other businesses are using their Knowledge Centre in their sales process?”
Let me share what’s working right now for businesses implementing They Ask, You Answer properly:
Before Sales Calls:
Send relevant articles to prospects before meetings (reducing the need to explain basics)
Share your pricing article upfront (so you only meet with qualified prospects)
Use your Knowledge Centre as pre-meeting “homework” (making conversations more productive)
During Sales Conversations:
Pull up specific articles to address objections in real-time
Use case studies and comparison articles to help buyers understand options
Reference your pricing article to have more informed cost discussions
Follow-up:
Instead of generic emails, send links to articles that address specific concerns raised
Use video summaries for prospects who prefer watching to reading
Share industry insights that showcase your expertise
The key is using your Knowledge Centre proactively, not just hoping people find it. When you integrate it into your sales process, it becomes a powerful tool for building trust and shortening sales cycles.
Remember – your Knowledge Centre isn’t just a website feature. It’s a systematic way to educate buyers and make selling easier. The businesses seeing the best results are the ones using it actively in their sales process.
“What makes your done-for-you service different from working with a regular marketing agency?”
Let me be direct. I’m not a marketing agency – I’m a They Ask, You Answer specialist trained directly by Marcus Sheridan. This isn’t about creating generic content; it’s about implementing a proven framework that transforms how you sell.
The key differences:
Asset vs. Activity: Agencies charge you a monthly retainer to “do marketing” (activity) vs. I build you a permanent sales engine that you own (asset).
Specialist Focus: I do one thing – implement ‘They Ask, You Answer’/’Endless Customers’ properly. While agencies spread themselves across SEO, PPC, and Social, I’m laser-focused on the one thing that actually builds trust.
Sales vs. Traffic: Agencies obsess over “clicks” and “views.” I obsess over “trust” and “sales velocity.”
Done Properly: As Nigel Botterill says, most people dabble. I ensure it’s done exactly as Marcus Sheridan would expect.
“How do you handle sensitive industry information or competitive advantages in the content?”
Simple – we follow Marcus Sheridan’s principle of being “the best teacher in your industry” without giving away your secret sauce.
Here’s how:
We focus on educating about industry-wide topics (80% of content) while keeping your specific processes private
We explain the ‘what’ and ‘why’ behind decisions without revealing the detailed ‘how’
When discussing competitive advantages, we focus on the benefits to buyers rather than technical details
We’re transparent about pricing factors without revealing your exact costs or margins
Think of it like this – if you’ve got a secret recipe, we’ll explain why the ingredients matter and how to judge quality, but we won’t share the exact recipe. This builds trust while protecting what makes you special.
Here’s what’s interesting though…
Marcus clearly tells us that often what businesses think is their “secret sauce” isn’t actually that secret.
The real opportunity lies in being willing to show what others in your industry won’t. For example, if you have a thorough vetting process for suppliers or a unique way of solving customer problems, showing that process (even at a high level) can dramatically build trust with buyers. Your competitors could copy it, but most won’t even try.
Remember – as Marcus says, your competitors already know most of what you think is secret. What they can’t easily copy is your ability to build trust through education. That’s what we’re focused on.’t easily copy is your ability to build trust through education. That’s what we’re focused on.
“How can my Knowledge Centre help me rank better on Google and AI-driven search engines?”
Your Knowledge Centre trains Google and AI search engines to recognise you as the go-to expert in your industry. AI-driven search experiences, like Google’s Search Generative Experience (SGE) and ChatGPT’s browsing capabilities, are constantly learning from the data on your website.
The more high-quality, trust-building content you publish, the stronger your authority signal becomes. Google’s AI is now summarising content and providing direct answers—if your website is the best source, you become the trusted answer provider in your space.
To make this work: ✔ Consistently publish in-depth, buyer-focused content ✔ Optimise for SEO (structured data, internal linking, keyword intent) ✔ Ensure clarity and depth—AI rewards the most useful answers ✔ Refresh content regularly to stay relevant
When you own the educational content in your industry, you don’t just attract buyers—you train the algorithms to recognise and rank you as the most trusted source.
“How does this Knowledge Centre 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?”
You receive a complete Authority Engine Library, which includes:
30x Strategic Articles: Written to the ‘Endless Customers’ standard, covering the Big 5 topics (Cost, Problems, Comparisons, Reviews, Best Of).
30x AI Video Summaries: A video for every single article, presented by your Digital Twin.
Custom Imagery: Relevant visuals for every post (no generic stock photos).
This is a complete content ecosystem, ready to deploy.
“What is the Pricing article that’s included?”
It is the ultimate filter for ‘time-wasters.’
Most businesses fear that publishing prices will scare customers away. The truth? It scares the wrong customers away.
If someone cannot afford you, do you want your sales team (or yourself) spending 45 minutes on a Zoom call to find that out?
A ‘They Ask, You Answer’ Pricing Article does the heavy lifting for you.
It explains why you cost what you cost. It educates the buyer on the value, the variables, and the market. By the time they book a meeting, they know the price, and they are okay with it.
This single article gives you back hours of your life.
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% of the article is about pricing in the industry, and 20% of the article is about 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.
“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 the ‘Journalist’ Extraction Method.
Here is the biggest fear most business owners have: ‘It won’t sound like me.’ The reason most agencies fail at this is that they guess. I don’t guess.
You don’t write a single word. Instead, during our discovery sessions, I interview you like a journalist.
I ask the specific questions that unlock your stories, your analogies, and your tone of voice.
It feels like a conversation to you, but I am extracting the ‘gold’ that makes your business unique. I then turn that raw transcript into polished, strategic content that sounds exactly like you, only clearer.
“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
“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?”
I designed this process for business owners who are ‘time-poor’ but ‘knowledge-rich’. I don’t need your hands; I just need your brain. We use a ‘High-Leverage’ process:
The Download (Discovery): We spend approx. 5.5 hours together at the start (split over 3 sessions). This is where I extract your genius.
The Approval (Review): You don’t edit; you approve. I send you the assets, you give the thumbs up (or steer), and we move on.
Total time investment? About 8-10 hours over 3 months. I handle the other 200+ hours.”
“We already have a web designer/developer/agency, how will that work?”
That is absolutely fine. I am used to working alongside existing agencies and developers. However, to ensure this is done properly, I must lead the strategy and the build of this specific section. I do not offer a ‘design-only’ service.
Why? Because in my experience, handing over a design file or a strategy document is exactly where the project fails. The nuance gets lost in translation. I take full responsibility for the build of the Knowledge Centre to ensure it functions as a sales engine, not just a pretty page.
I will coordinate with your tech team to ensure it integrates seamlessly with your existing site, but I hold the pen.
“Do you provide training on maintaining the knowledge centre?”
Yes, at the end of the project, I 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 the following (not included in the monthly licence fee):
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.
“My website is built on WordPress / GenieAI / Wix / Square Space / HighLevel (etc), can you work with that?”
Yes, a Knowledge Centre can be implemented on virtually any website platform. My service is designed to be flexible and accommodate various scenarios while ensuring the highest quality implementation of ‘They Ask, You Answer’ principles.
Here are your options:
Complete Done-for-You Implementation: I can handle everything from strategy and design to full implementation on your existing website. This comprehensive approach ensures every aspect of your Knowledge Centre aligns perfectly with TAYA principles and your business goals.
Guidance for Your Team: If you have an in-house web designer, developer, or a preferred agency, I can provide the strategic designs, specifications, and expert guidance. Your team would then implement these under my direction to ensure TAYA best practices are followed.
Regardless of which option you choose, the cost of my service remains the same. My expertise is invested 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 to determine the best approach for your unique situation. My goal is to be flexible and deliver a high-quality Knowledge Centre that drives results for your business, maximising the impact of ‘They Ask, You Answer’ within your platform’s capabilities.
“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’s the next step?”
We’ve had the discussion. You know the strategy. Now it’s time to secure the implementation.
Because I limit this to 4 businesses per month to ensure a white-glove build, slots are allocated on a ‘first-deposit’ basis.
To secure your Authority Engine build:
Confirm Your Option: Reply to my email confirming you’d like to go ahead.
Secure the Slot: I will send the invoice for the £1,995 + VAT deposit. Payment of this and the signing of the agreement locks your project into the schedule.
The Build Begins: I will immediately send your Onboarding Emails and send the links to book our Strategic Discovery Sessions.
Ready to dominate your market? Reply to the email now and let’s get started.
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
