Marcus Sheridan reveals why most businesses are failing to win trust in an AI-disrupted world, and exactly what to do about it. The bestselling author of They Ask You Answer and Endless Customers breaks down the four pillars of becoming the best-known and trusted brand in your market: saying what others won't say, showing what others won't show, selling differently, and being more human than your competition.

From publishing service call data that manufacturers begged his client to hide, generating over $35 million from a single pricing article, Marcus shares real-world case studies that prove radical transparency isn't just good ethics, it's exceptional business. This episode is essential for listening for any founder or marketer who refuses to play it safe.

Guest Introduction

Marcus Sheridan is a world-renowned communication expert, author, and keynote speaker who has delivered over 750 transformational presentations across dozens of countries. Called a "web marketing guru" by The New York Times and named by Forbes as "1 of 20 Speakers You Don't Want to Miss", Marcus is the author of They Ask You Answer (named "One of the 5 Best Marketing Books of All Time" by BookAuthority) and Endless Customers (a USA Today national bestseller). He saved his swimming pool company, River Pools, from the 2008 crash through radical content marketing, transforming it into the most-visited swimming pool website globally. With over $1 billion in economic impact generated for companies worldwide, Marcus is also the co-founder of PriceGuide.ai, IMPACT, Marcus Sheridan International, and Question First Group.

Key Topics

• The four pillars of trust and why almost no companies consistently say, show, sell, and act more human than their competitors
• The Yale Appliance case study: How CEO Steve Sheinkopf became the most trusted voice in his industry by publishing service call data that threw major manufacturers under the bus
• The Big Five content topics: Why cost content is the number one traffic and sales generator, and the five levels of pricing transparency
• The pricing estimator revolution: Why companies see 300-500% increases in qualified leads overnight, including the Scottish shed company that saw 500% more leads in one weekend
• AI's massive impact on search: How over 60% of Google searches don't result in clicks, and why YouTube will become more important than your website
• Building a personal brand: Why trying to look smart destroys credibility, and why knowing who you are is not more important than knowing who you are

Resources & Links

People Mentioned:

• Steve Sheinkopf, CEO at Yale Appliance
• Rory Vaden, Speaker, Author, Co-founder of Brand Builders Group
• Gary Vaynerchuk (Gary Vee), Entrepreneur, Chairman of VaynerX
• Seth Godin, Author, Entrepreneur, Marketing expert

Companies & Tools:

• River Pools, Marcus' fiberglass pool manufacturing company
• PriceGuide.ai, Pricing estimator platform
• IMPACT, Marketing agency and training company
• Marcus Sheridan International, Speaking and consulting
• Question First Group, Sales and leadership training company

Books & Resources:

• Endless Customers by Marcus Sheridan
• They Ask You Answer by Marcus Sheridan

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Contact & Credits

Host: Shahin Hoda

Guest: Marcus Sheridan

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth