Marcus Sheridan

It's pretty overwhelming.

It's pretty overwhelming.

Marketing has gotten progressively harder, but it's also gotten much more enjoyable.

Marketing has gotten progressively harder, but it's also gotten much more enjoyable.

Because you can be dramatically more creative today than when we started. Like when I started, it was Yellow Pages. It was all traditional, which was gouging your eyes out. I glorified the day they went out of business, by the way, because they were ripping so many home contractors and whatnot off big time. And then there was radio, which as soon as you stopped it, it stopped working for you.

Because you can be dramatically more creative today than when we started. Like when I started, it was Yellow Pages. It was all traditional, which was gouging your eyes out. I glorified the day they went out of business, by the way, because they were ripping so many home contractors and whatnot off big time. And then there was radio, which as soon as you stopped it, it stopped working for you.

I'm not a very big fan of doing anything that the second you stop spending money on it, it just doesn't work any longer. Now, that doesn't mean I don't agree with doing paid stuff. It just means that I don't want that to be my only means whereby I'm building something. So with Endless Customers, Can I talk about the pillars of a known and trusted? All right, let me talk about something.

I'm not a very big fan of doing anything that the second you stop spending money on it, it just doesn't work any longer. Now, that doesn't mean I don't agree with doing paid stuff. It just means that I don't want that to be my only means whereby I'm building something. So with Endless Customers, Can I talk about the pillars of a known and trusted? All right, let me talk about something.

Just give people some context here because I want to give you a system that you can follow if you're obsessed with becoming the most known and trusted brand in your market. So that's the payoff of the system, becoming the most known and trusted brand in your market, which is important, Tommy, because if I said to anybody that's listening to this right now, if I said,

Just give people some context here because I want to give you a system that you can follow if you're obsessed with becoming the most known and trusted brand in your market. So that's the payoff of the system, becoming the most known and trusted brand in your market, which is important, Tommy, because if I said to anybody that's listening to this right now, if I said,

Is trust going to be fundamental to your business in five years? Anybody would say yes. If I said 20 years, they'd say yes. But if I said, is Google going to be fundamental to your business in 10 years, in 20 years? They'd be like, I don't know. It's a crapshoot. You see, Google is a platform. Facebook is a platform. All that other stuff is a platform. Platforms come and they go.

Is trust going to be fundamental to your business in five years? Anybody would say yes. If I said 20 years, they'd say yes. But if I said, is Google going to be fundamental to your business in 10 years, in 20 years? They'd be like, I don't know. It's a crapshoot. You see, Google is a platform. Facebook is a platform. All that other stuff is a platform. Platforms come and they go.

That's always going to be the case. What doesn't come and go are principles. And so you build your models, especially how you market and how you sell and how you build your brand. You build it on principles. And for me, the principle that I'm obsessed with is the principle of trust. Because if they trust you, they just might buy from you. And that's what life is all about.

That's always going to be the case. What doesn't come and go are principles. And so you build your models, especially how you market and how you sell and how you build your brand. You build it on principles. And for me, the principle that I'm obsessed with is the principle of trust. Because if they trust you, they just might buy from you. And that's what life is all about.

So how do we engender more trust? So within the analyst customer system, we talk about four pillars of a known and trusted brand. I'll give you each one, and then maybe we could break them down, because I think this is going to be super, like, utilitarian for your listeners, okay? First one is this. They all sound really basic, but then when you get into it, most people aren't doing them.

So how do we engender more trust? So within the analyst customer system, we talk about four pillars of a known and trusted brand. I'll give you each one, and then maybe we could break them down, because I think this is going to be super, like, utilitarian for your listeners, okay? First one is this. They all sound really basic, but then when you get into it, most people aren't doing them.

Number one, you as a brand, you've got to be willing to say online what others in your space are not willing to say. Say what others aren't willing to say online. Now, one thing that was true with They Ask, You Answer, and is very true with now Endless Customers in the sense that I wrote about it, and it's going to continue to be true, is what we call the Big Five.

Number one, you as a brand, you've got to be willing to say online what others in your space are not willing to say. Say what others aren't willing to say online. Now, one thing that was true with They Ask, You Answer, and is very true with now Endless Customers in the sense that I wrote about it, and it's going to continue to be true, is what we call the Big Five.

And the Big Five are the subjects that every buyer wants to know. They research constantly before they reach out to your company. So if somebody is looking for a remodeler, if somebody is looking for lawn care, if somebody is looking for a roofer, they always research five specific things. And by the way, it's not just B2C. I mean, it's B2B. It's how we research stuff. This is a principle.

And the Big Five are the subjects that every buyer wants to know. They research constantly before they reach out to your company. So if somebody is looking for a remodeler, if somebody is looking for lawn care, if somebody is looking for a roofer, they always research five specific things. And by the way, it's not just B2C. I mean, it's B2B. It's how we research stuff. This is a principle.