Marcus Sheridan

“Just as we did with used cars, take a moment to brainstorm every single reason (fear, worry, question, concern) as to why someone would not buy from your company. What would hold them back? What would keep them from clicking “buy,” swiping their credit card, or writing that big check? If you do this activity properly (especially if you do it with fellow employees), you should come up with ten to 20 reasons, if not more (sadly, a surprising number of businesses struggle with this one small task, all because they’ve lost touch with the most important part of their business: what the potential customer is thinking).”
― Marcus Sheridan, They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Revised & Updated

“If you don’t show it, it doesn’t exist. Saying “We have great customer service” is likely said by everyone else in your industry. And if everyone is saying it, you can be assured it means nothing to the consumer—that is, until you show it.”
― Marcus Sheridan, They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Revised & Updated