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Endless Customers: A Proven System to Build Trust, Drive Sales, and Become the Market Leader
Proven framework to propel your organization into a top market position
Endless Customers delivers a proven framework for businesses to become the most trusted and recognized brands in their markets by harnessing the power of developing the right content, website, sales activities, technology, and culture of performance. When executed correctly, this framework enables marketing, sales, and leadership teams to sync up on a business strategy that is transformative to the organization's growth, creating long-term success—and endless customers.
An evolution of Marcus Sheridan's first book, They Ask, You Answer, the Endless Customers model has been enriched by years of practical application, hundreds of case studies, and recognizing the monumental impact AI is having on business and the buyer's journey. In this book, readers will learn
Becoming the most trusted and known brand in their market, leading to more consistent lead flow and sustainable business growth Creating a culture of sales and marketing that is built to last, in a time when digital transformation and AI are changing the world of business and buying as we know it Promoting organizational change by investing in the right people in the right seats so as to evolve to a NEW way of effective sales, marketing, and brand growth With all of the real-world examples, tools, and frameworks you need to immediately put theory into practice, Endless Customers earns a well-deserved spot on the bookshelves of ambitious business leaders, executives, managers, and entrepreneurs seeking to make their businesses household names in their industries.
Endless Customers delivers a proven framework for businesses to become the most trusted and recognized brands in their markets by harnessing the power of developing the right content, website, sales activities, technology, and culture of performance. When executed correctly, this framework enables marketing, sales, and leadership teams to sync up on a business strategy that is transformative to the organization's growth, creating long-term success—and endless customers.
An evolution of Marcus Sheridan's first book, They Ask, You Answer, the Endless Customers model has been enriched by years of practical application, hundreds of case studies, and recognizing the monumental impact AI is having on business and the buyer's journey. In this book, readers will learn
Becoming the most trusted and known brand in their market, leading to more consistent lead flow and sustainable business growth Creating a culture of sales and marketing that is built to last, in a time when digital transformation and AI are changing the world of business and buying as we know it Promoting organizational change by investing in the right people in the right seats so as to evolve to a NEW way of effective sales, marketing, and brand growth With all of the real-world examples, tools, and frameworks you need to immediately put theory into practice, Endless Customers earns a well-deserved spot on the bookshelves of ambitious business leaders, executives, managers, and entrepreneurs seeking to make their businesses household names in their industries.
288 pages, Hardcover
Published April 15, 2025
75 people are currently reading
132 people want to read
About the author
Marcus Sheridan
23 books37 followersCalled a “web marketing guru” by the New York Times, the Story of how Marcus Sheridan was able to save his swimming pool company, River Pools, from the economic crash of 2008 has been featured in multiple books, publications, and stories around the world.
Since this achievement, Sheridan has become a highly sought after global speaker and consultant in the digital sales and marketing space, working with hundreds of business and brands alike to become the most trusted voice of their industry.
Since this achievement, Sheridan has become a highly sought after global speaker and consultant in the digital sales and marketing space, working with hundreds of business and brands alike to become the most trusted voice of their industry.
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Displaying 1 - 14 of 14 reviews
April 16, 2025
Marcus Sheridan has done it again. Endless Customers isn’t just another marketing book—it’s a game-changer for anyone who wants to build real trust and create a business that practically sells itself.
As someone who has worked in storytelling, conversion copywriting, and marketing strategy, I’ve seen firsthand how businesses struggle to attract and retain customers. The problem usually isn’t their product or service—it’s how they communicate their value. This book lays out a clear, no-fluff roadmap to becoming the most trusted voice in your industry.
Sheridan expands on the principles of They Ask, You Answer and takes it to another level with actionable strategies for content, sales alignment, AI-driven marketing, and building a culture that keeps customers coming back. His approach is simple but profound: answer the questions your ideal customers have—honestly, transparently, and consistently.
What makes Endless Customers stand out is its real-world application. This isn’t theory. It’s a blueprint. Implement even a fraction of what’s inside, and your business will never look the same. Whether you’re an entrepreneur, marketer, or business owner, this book is a must-read.
Highly recommend for anyone serious about growth. Sheridan doesn’t just teach you how to get customers—he teaches you how to keep them for life.
As someone who has worked in storytelling, conversion copywriting, and marketing strategy, I’ve seen firsthand how businesses struggle to attract and retain customers. The problem usually isn’t their product or service—it’s how they communicate their value. This book lays out a clear, no-fluff roadmap to becoming the most trusted voice in your industry.
Sheridan expands on the principles of They Ask, You Answer and takes it to another level with actionable strategies for content, sales alignment, AI-driven marketing, and building a culture that keeps customers coming back. His approach is simple but profound: answer the questions your ideal customers have—honestly, transparently, and consistently.
What makes Endless Customers stand out is its real-world application. This isn’t theory. It’s a blueprint. Implement even a fraction of what’s inside, and your business will never look the same. Whether you’re an entrepreneur, marketer, or business owner, this book is a must-read.
Highly recommend for anyone serious about growth. Sheridan doesn’t just teach you how to get customers—he teaches you how to keep them for life.
July 11, 2025
Lo que más me gustó del libro es que habla de cosas súper actuales, como ChatGPT y la inteligencia artificial. Se siente muy fresco y te da buenos tips de marketing, También explica de manera sencilla cómo pensamos los consumidores. Está muy al día y se entiende fácil
November 20, 2025
Motivational, practical guide to creating content to build a trustworthy, authoritative brand that attracts customers as AI usage increases. It's easy to follow, with plenty of details, lists, examples, and to-dos.
Sheridan says the book is best suited for companies with $1-100 million in annual revenue, but that other companies can still benefit from the concepts. He says it's most effective for companies where buyers do significant research and engage deeply with content before purchasing, where trust is paramount, and where buyers are looking for expertise (e.g., B2B services, professional services, construction, health care, home improvement, insurance, manufacturing, home goods, real estate).
The book's resources are available by completing a free form.
This book is an evolution of Sheridan's book They Ask, You Answer, written in response to the increasing usage of generative AI.
Notes
The 4 Pillars of a Known and Trusted Brand
Main question to ask yourself before making a change: "Will this induce more trust?"
4 Pillars of a Known and Trusted Brand
• Say What Others Aren’t Willing to Say. Ensure messaging and content is truly unique, covering topics competitors don't discuss.
• Show What Others Aren’t Willing to Show. Share videos of your products, services, process, people.
• Sell How Others Aren’t Willing to Sell. Put yourself in buyer's shoes. Eliminate friction and frustration from sales process. Support self-service buying.
• Be More Human Than Others Are Willing to Be. Be trustworthy, relatable, personable, understanding, empathetic. Help buyers avoid mistakes. Have perspective. Stand for something.
Navigating the Era of Zero-Click
Build a brand. Dominate your niche with authority and credibility.
Ask yourself, "How can we become synonymous with the solutions people are searching for?"
Content must be valuable, deep, thorough, comprehensive. Become expert who's quoted, referenced, seen as source of knowledge.
The Big 5
To increase sales soon, don't create content for casual browsers, but for buyers who are already in the market and close to purchasing.
The Big 5
• Cost and Price. What should buyers expect to pay? What constitutes value?
• Problems. What are potential drawbacks?
• Versus and Comparisons. How do options compare?
• Reviews. What do people say, good and bad? Who's it a fit for? Who's it not a fit for?
• Best in Class. What are the best options?
Topic 1: Cost and Price
Buyers keep searching until they find pricing info. If you don't make it easy to find, you'll be skipped over, or trusted less (because it looks like you're hiding something).
If you can't give exact prices, give ranges or estimates.
Don't worry about competitors seeing your prices. Most already have a general sense.
Don't use value-pricing or need to negotiate as reason to not show prices (or ranges); doing so will reduce your leads and trustworthiness.
Take opportunity to educate buyers. Compare buying your product/service to buying a car (many options, accessories, etc.). List each one and give true sense of scope of product/service. Describe common packages. Explain both cost and value.
Perfect pricing page
• What drives costs of product/service up? What are they paying for (quality, services, features, etc.)?
• What drives costs of product/service down? Are there more affordable solutions? What must be sacrificed for lower price?
• What makes some companies so expensive? Explain differences in specialization, materials, warranties, etc.
• What makes some companies so cheap? Explain differences in country of origin, quality, service, etc.
• Where do your prices fall (range)? Tell if you're low, mid, or high in industry. Explain why, and how you stand out.
• Variations in industry packaging
• Lifetime cost vs. initial price
• Financing options
• Visual examples and corresponding price ranges
• Pricing-related FAQs
• Charts, graphs, etc.
• What are historical pricing trends?
• Is it really worth it?
Topic 2: Problems
Show pros and cons of your product/service to build trust.
Collect doubts and objections salespeople often hear, and address each one.
Topic 3: Versus and Comparisons
When sharing comparisons, admit you only sell a certain type of product/service. Say it isn't right for everyone, and alternatives may be right for some. Explain pros and cons of each option.
Create content that compares products, options, accessories, companies, methodologies, etc.
Topic 5: Best in Class
Words searchers use: best, worst, most, least, highest, lowest, fastest, slowest, strongest, weakest, loudest, quietest, biggest, smallest, newest, oldest, safest, riskiest
Before AI, it was best to leave yourself off "best of" lists you create to appear unbiased. With AI, consider including yourself, as AI crawls lists.
Getting Started with The Big 5
Start with price-related content, because that's top question for most buyers. Then, move on to other Big 5 content.
Publish at least 3 pieces of Big 5 content weekly.
The Future of Video and Becoming a “Media Company”
Think of yourself as a media company that shows, through video, the positive impact of your product/service on people's lives. Think of everything you do and sell as a story to tell.
Videos That Move the Sales Needle: The Selling 7
Cost and Price Videos
• Address all factors that influence cost.
• Explain why similar companies vary in price.
• Explain why your product/service costs what it does, conveying the value proposition.
• Each video should focus on one product/service.
• Each video should be as long as necessary to thoroughly answer question (usually 5–8 minutes).
80% Video
• Answer FAQs (80% of sales questions are same).
• Create one video for each major product/service.
Product/Service-Fit Videos
• Show products/services in action, highlighting features, benefits, what makes them unique.
• Answer common questions.
• Help answer question, "Is it right for me?"
• Share pros and cons of product/service.
Landing Page Videos
• On each landing page, add a short, engaging video that tells why your offer matters and why they should act.
• Next to form, add video that tells exactly what will happen when they fill out form (what happens to info, next steps).
Customer Journey Videos
• Explain customer's problem/need/concern.
• Explain how they found you and how they worked with you.
• Explain impact on their life/organization.
Bio Videos
• Have sales team members introduce themselves in personal, approachable way.
• Have them explain what they do and why they love it.
• Have them share some personal details.
Claims We Make Videos
Back up your claims with clear evidence, examples.
YouTube’s Importance for Endless Customers
YouTube best practices
• Optimize channel. Create playlists for key topics. Use descriptive titles and tags. Ensure branding is consistent.
• Post regularly (at least weekly).
• Focus on quality (clear, engaging, professional).
• Drive action. Include strong calls to action (CTAs) in every video (subscribe to videos, visit site, contact sales).
Episodic content (videos that follow a predictable format or schedule) keeps audiences engaged. It can also be repurposed for podcasts, social media, etc.
The Structure for Videos That Capture and Excite
QQPP Method (Question, Question, Promise, Preview) for any content
• Question, Question. Use viewer's questions, concerns, worries to help them immediately realize that content has answers they want.
• Promise, Preview. Tell them what you'll discuss, what they'll gain from content.
The Video 6 (increase views & retention)
• Teaser. Compelling 10-30 s to capture attention. Good place to use QQPP Method.
• Logo Bumper. Short motion graphic that includes your logo. Don't use on videos under 60 s.
• Intro. Introduce yourself and content. Set expectations. Explain why content is important.
• Segments. Break up long videos into segments. Consider starting each with title card or visual overlay.
• CTA. Tell next step and why.
• Outro. Summarize, restate original promise, tell next step.
The Power of Vertical Video on Social Media
The Sticky 5 for short-form video
• Hook. Use curiosity, intrigue, or surprise in title and first few seconds. Relate hook to first frame of video (thumbnail).
• 3-Second Rule. Have a cut (different angle, new shot) every 3 s (or as close as possible).
• Progress Principle. Ensure entire video gives sense of forward movement.
• Payoff Principle. Evoke strong emotions (happiness, joy, surprise, disbelief, anger, etc.).
• Quit While You're Ahead Principle. End video as soon as payoff is complete.
Getting Started with Video
Create Cost and Price Videos first, then 80% Videos, then Bio Videos, then rest of Selling 7.
Empower Buyers Through Self-Service
5 Types of Self-Service Tools
• Self-Assessment. Quizzes, scorecards, etc. that allow prospects to assess their needs and challenges and get personalized insights and recommendations.
• Self-Selection. Ask targeted questions to guide prospects through decisions to reach ideal solution, giving personalized recommendations.
• Self-Configurator. Allow prospects to "build" or "create" product/service, letting them visualize how it will fit into their lives.
• Self-Scheduling. Allow prospects to schedule their own appointments, demos. Allow them to choose team member, if applicable.
• Self-Pricing. Pricing calculators and estimators that give ranges or estimates. Give info (articles, photos, videos, etc.) about options. Include ongoing costs. Include monthly payments or financing options, if applicable.
Sell Faster and Better with Assignment Selling
Assignment Selling Content Map
• Before first appointment: Bio Video, what to expect video
• To assess and define needs: interactive self-assessments, cost/price content
• To understand options: buyer's guide, pricing education, Product/Service-Fit Video
• Before presentation: 80% Video, Claims We Make video, Customer Journey Video
• After sale: welcome video, implementation guide, regular updates
Assignment Selling Script
1. "I'd love to give you a quote, but you're getting ready to spend a lot of money, and I know you don't want to make any mistakes. You need to be well informed. I'm going to send you a couple things that you're going to love."
2. "To help you get a clear picture of what this process will look like, I'm going to send you an email with two key pieces of content." Describe content.
3. "Will you take time to review these two things before our next appointment?"
4. If prospect doesn't do what you asked, delay appointment until they do.
Keeping the Human Element Intact
The Authentic 15 (to develop a more authentic, human relationship with audience)
• Tell real, personal stories
• Showcase employees
• Respond authentically on social media
• Create "day in the life" series
• Share failures and lessons learned
• Feature customer stories (ideally with photos, videos)
• Use real photos, not just stock images
• Highlight social responsibility efforts (charitable activities, volunteering, community initiatives).
• Create relatable brand voice
• Be transparent about processes
• Offer behind-the-scenes content
• Showcase customer support experiences
• Use humor appropriately
• Encourage company leaders to be active online
• Create podcast
Create a More Human Website with Better Messaging
Questions website must answer in <10 s
• What does this business do?
• What problem do they solve?
• How can I buy from them?
Follow Building a StoryBrand .
The Future of Digital Humans in Customer Engagement
The authentic content you create will be useful for training AI avatars to represent you.
Why Disruption Matters
How to disrupt your industry (beyond 4 Pillars)
• Find common industry practices that frustrate or disappoint you. Transparently explain these in your content, and work to change them.
• Find what's better, different, or unique about your product/service or process, and work to make it an industry standard.
• Create new industry award system to recognize those who deserve it.
• Eliminate industry pains customers most commonly complain about.
• Reinvent a process or aspect of service that has been unchanged for years.
• Challenge assumptions about what customers want.
• Fix major inconveniences customers take as a given.
• Fix hidden costs or inefficiencies in industry's business model.
• Remove biggest fear or risk customers associate with your product/service.
• Reshape your offerings or operations using underutilized technology or trend.
• Remove friction from customer journey.
• Break written or unwritten industry rules.
• Explore how you'd do things differently if you started your business today.
• Consider industry practices that are hidden or not discussed.
• Offer value-add that competitors don't.
• Create new benchmark by measuring or differently presenting industry metrics or KPIs.
Section 7 Putting It All Together
5 Components of Endless Customers
• Right content. High-quality, trust-building content.
• Right website. Make it educational hub, active participant in sales process.
• Right sales activities. Have documented, content-driven process enabling seamless communication, positioning sales team as trusted advisors.
• Right technology. Centralize clean, organized customer data; leverage tools that create exceptional experience.
• Right culture of performance. Commit to growth and accountability. Value performance metrics, continuous learning, trust, transparency.
Putting The 5 Components of Endless Customers into Action
Commit to producing high-quality, transparent, disruptive content.
Create content in-house. Outsourced content lacks expertise, passion, authenticity. You need content manager (to write, publish, optimize content, oversee content strategy) and videographer.
Content team
• <$1 mil in revenue: key leader or business owner may need to handle both roles
• $1-5 mil: hire at least 1 full-time person to handle both roles
• >$5 mil: hire at least 3-5 full-time people to handle both roles and additional marketing roles
Publish at least 3 pieces of content per week.
Get others in company, especially those in sales and marketing, involved in creating content.
Website's main navigation should include products/services, learning center (educational content, searchable and filterable), pricing info, contact info, in that order, to align with buyer's journey. Put other info (e.g., About Us) in footer.
Sheridan says the book is best suited for companies with $1-100 million in annual revenue, but that other companies can still benefit from the concepts. He says it's most effective for companies where buyers do significant research and engage deeply with content before purchasing, where trust is paramount, and where buyers are looking for expertise (e.g., B2B services, professional services, construction, health care, home improvement, insurance, manufacturing, home goods, real estate).
The book's resources are available by completing a free form.
This book is an evolution of Sheridan's book They Ask, You Answer, written in response to the increasing usage of generative AI.
Notes
The 4 Pillars of a Known and Trusted Brand
Main question to ask yourself before making a change: "Will this induce more trust?"
4 Pillars of a Known and Trusted Brand
• Say What Others Aren’t Willing to Say. Ensure messaging and content is truly unique, covering topics competitors don't discuss.
• Show What Others Aren’t Willing to Show. Share videos of your products, services, process, people.
• Sell How Others Aren’t Willing to Sell. Put yourself in buyer's shoes. Eliminate friction and frustration from sales process. Support self-service buying.
• Be More Human Than Others Are Willing to Be. Be trustworthy, relatable, personable, understanding, empathetic. Help buyers avoid mistakes. Have perspective. Stand for something.
Navigating the Era of Zero-Click
Build a brand. Dominate your niche with authority and credibility.
Ask yourself, "How can we become synonymous with the solutions people are searching for?"
Content must be valuable, deep, thorough, comprehensive. Become expert who's quoted, referenced, seen as source of knowledge.
The Big 5
To increase sales soon, don't create content for casual browsers, but for buyers who are already in the market and close to purchasing.
The Big 5
• Cost and Price. What should buyers expect to pay? What constitutes value?
• Problems. What are potential drawbacks?
• Versus and Comparisons. How do options compare?
• Reviews. What do people say, good and bad? Who's it a fit for? Who's it not a fit for?
• Best in Class. What are the best options?
Topic 1: Cost and Price
Buyers keep searching until they find pricing info. If you don't make it easy to find, you'll be skipped over, or trusted less (because it looks like you're hiding something).
If you can't give exact prices, give ranges or estimates.
Don't worry about competitors seeing your prices. Most already have a general sense.
Don't use value-pricing or need to negotiate as reason to not show prices (or ranges); doing so will reduce your leads and trustworthiness.
Take opportunity to educate buyers. Compare buying your product/service to buying a car (many options, accessories, etc.). List each one and give true sense of scope of product/service. Describe common packages. Explain both cost and value.
Perfect pricing page
• What drives costs of product/service up? What are they paying for (quality, services, features, etc.)?
• What drives costs of product/service down? Are there more affordable solutions? What must be sacrificed for lower price?
• What makes some companies so expensive? Explain differences in specialization, materials, warranties, etc.
• What makes some companies so cheap? Explain differences in country of origin, quality, service, etc.
• Where do your prices fall (range)? Tell if you're low, mid, or high in industry. Explain why, and how you stand out.
• Variations in industry packaging
• Lifetime cost vs. initial price
• Financing options
• Visual examples and corresponding price ranges
• Pricing-related FAQs
• Charts, graphs, etc.
• What are historical pricing trends?
• Is it really worth it?
Topic 2: Problems
Show pros and cons of your product/service to build trust.
Collect doubts and objections salespeople often hear, and address each one.
Topic 3: Versus and Comparisons
When sharing comparisons, admit you only sell a certain type of product/service. Say it isn't right for everyone, and alternatives may be right for some. Explain pros and cons of each option.
Create content that compares products, options, accessories, companies, methodologies, etc.
Topic 5: Best in Class
Words searchers use: best, worst, most, least, highest, lowest, fastest, slowest, strongest, weakest, loudest, quietest, biggest, smallest, newest, oldest, safest, riskiest
Before AI, it was best to leave yourself off "best of" lists you create to appear unbiased. With AI, consider including yourself, as AI crawls lists.
Getting Started with The Big 5
Start with price-related content, because that's top question for most buyers. Then, move on to other Big 5 content.
Publish at least 3 pieces of Big 5 content weekly.
The Future of Video and Becoming a “Media Company”
Think of yourself as a media company that shows, through video, the positive impact of your product/service on people's lives. Think of everything you do and sell as a story to tell.
Videos That Move the Sales Needle: The Selling 7
Cost and Price Videos
• Address all factors that influence cost.
• Explain why similar companies vary in price.
• Explain why your product/service costs what it does, conveying the value proposition.
• Each video should focus on one product/service.
• Each video should be as long as necessary to thoroughly answer question (usually 5–8 minutes).
80% Video
• Answer FAQs (80% of sales questions are same).
• Create one video for each major product/service.
Product/Service-Fit Videos
• Show products/services in action, highlighting features, benefits, what makes them unique.
• Answer common questions.
• Help answer question, "Is it right for me?"
• Share pros and cons of product/service.
Landing Page Videos
• On each landing page, add a short, engaging video that tells why your offer matters and why they should act.
• Next to form, add video that tells exactly what will happen when they fill out form (what happens to info, next steps).
Customer Journey Videos
• Explain customer's problem/need/concern.
• Explain how they found you and how they worked with you.
• Explain impact on their life/organization.
Bio Videos
• Have sales team members introduce themselves in personal, approachable way.
• Have them explain what they do and why they love it.
• Have them share some personal details.
Claims We Make Videos
Back up your claims with clear evidence, examples.
YouTube’s Importance for Endless Customers
YouTube best practices
• Optimize channel. Create playlists for key topics. Use descriptive titles and tags. Ensure branding is consistent.
• Post regularly (at least weekly).
• Focus on quality (clear, engaging, professional).
• Drive action. Include strong calls to action (CTAs) in every video (subscribe to videos, visit site, contact sales).
Episodic content (videos that follow a predictable format or schedule) keeps audiences engaged. It can also be repurposed for podcasts, social media, etc.
The Structure for Videos That Capture and Excite
QQPP Method (Question, Question, Promise, Preview) for any content
• Question, Question. Use viewer's questions, concerns, worries to help them immediately realize that content has answers they want.
• Promise, Preview. Tell them what you'll discuss, what they'll gain from content.
The Video 6 (increase views & retention)
• Teaser. Compelling 10-30 s to capture attention. Good place to use QQPP Method.
• Logo Bumper. Short motion graphic that includes your logo. Don't use on videos under 60 s.
• Intro. Introduce yourself and content. Set expectations. Explain why content is important.
• Segments. Break up long videos into segments. Consider starting each with title card or visual overlay.
• CTA. Tell next step and why.
• Outro. Summarize, restate original promise, tell next step.
The Power of Vertical Video on Social Media
The Sticky 5 for short-form video
• Hook. Use curiosity, intrigue, or surprise in title and first few seconds. Relate hook to first frame of video (thumbnail).
• 3-Second Rule. Have a cut (different angle, new shot) every 3 s (or as close as possible).
• Progress Principle. Ensure entire video gives sense of forward movement.
• Payoff Principle. Evoke strong emotions (happiness, joy, surprise, disbelief, anger, etc.).
• Quit While You're Ahead Principle. End video as soon as payoff is complete.
Getting Started with Video
Create Cost and Price Videos first, then 80% Videos, then Bio Videos, then rest of Selling 7.
Empower Buyers Through Self-Service
5 Types of Self-Service Tools
• Self-Assessment. Quizzes, scorecards, etc. that allow prospects to assess their needs and challenges and get personalized insights and recommendations.
• Self-Selection. Ask targeted questions to guide prospects through decisions to reach ideal solution, giving personalized recommendations.
• Self-Configurator. Allow prospects to "build" or "create" product/service, letting them visualize how it will fit into their lives.
• Self-Scheduling. Allow prospects to schedule their own appointments, demos. Allow them to choose team member, if applicable.
• Self-Pricing. Pricing calculators and estimators that give ranges or estimates. Give info (articles, photos, videos, etc.) about options. Include ongoing costs. Include monthly payments or financing options, if applicable.
Sell Faster and Better with Assignment Selling
Assignment Selling Content Map
• Before first appointment: Bio Video, what to expect video
• To assess and define needs: interactive self-assessments, cost/price content
• To understand options: buyer's guide, pricing education, Product/Service-Fit Video
• Before presentation: 80% Video, Claims We Make video, Customer Journey Video
• After sale: welcome video, implementation guide, regular updates
Assignment Selling Script
1. "I'd love to give you a quote, but you're getting ready to spend a lot of money, and I know you don't want to make any mistakes. You need to be well informed. I'm going to send you a couple things that you're going to love."
2. "To help you get a clear picture of what this process will look like, I'm going to send you an email with two key pieces of content." Describe content.
3. "Will you take time to review these two things before our next appointment?"
4. If prospect doesn't do what you asked, delay appointment until they do.
Keeping the Human Element Intact
The Authentic 15 (to develop a more authentic, human relationship with audience)
• Tell real, personal stories
• Showcase employees
• Respond authentically on social media
• Create "day in the life" series
• Share failures and lessons learned
• Feature customer stories (ideally with photos, videos)
• Use real photos, not just stock images
• Highlight social responsibility efforts (charitable activities, volunteering, community initiatives).
• Create relatable brand voice
• Be transparent about processes
• Offer behind-the-scenes content
• Showcase customer support experiences
• Use humor appropriately
• Encourage company leaders to be active online
• Create podcast
Create a More Human Website with Better Messaging
Questions website must answer in <10 s
• What does this business do?
• What problem do they solve?
• How can I buy from them?
Follow Building a StoryBrand .
The Future of Digital Humans in Customer Engagement
The authentic content you create will be useful for training AI avatars to represent you.
Why Disruption Matters
How to disrupt your industry (beyond 4 Pillars)
• Find common industry practices that frustrate or disappoint you. Transparently explain these in your content, and work to change them.
• Find what's better, different, or unique about your product/service or process, and work to make it an industry standard.
• Create new industry award system to recognize those who deserve it.
• Eliminate industry pains customers most commonly complain about.
• Reinvent a process or aspect of service that has been unchanged for years.
• Challenge assumptions about what customers want.
• Fix major inconveniences customers take as a given.
• Fix hidden costs or inefficiencies in industry's business model.
• Remove biggest fear or risk customers associate with your product/service.
• Reshape your offerings or operations using underutilized technology or trend.
• Remove friction from customer journey.
• Break written or unwritten industry rules.
• Explore how you'd do things differently if you started your business today.
• Consider industry practices that are hidden or not discussed.
• Offer value-add that competitors don't.
• Create new benchmark by measuring or differently presenting industry metrics or KPIs.
Section 7 Putting It All Together
5 Components of Endless Customers
• Right content. High-quality, trust-building content.
• Right website. Make it educational hub, active participant in sales process.
• Right sales activities. Have documented, content-driven process enabling seamless communication, positioning sales team as trusted advisors.
• Right technology. Centralize clean, organized customer data; leverage tools that create exceptional experience.
• Right culture of performance. Commit to growth and accountability. Value performance metrics, continuous learning, trust, transparency.
Putting The 5 Components of Endless Customers into Action
Commit to producing high-quality, transparent, disruptive content.
Create content in-house. Outsourced content lacks expertise, passion, authenticity. You need content manager (to write, publish, optimize content, oversee content strategy) and videographer.
Content team
• <$1 mil in revenue: key leader or business owner may need to handle both roles
• $1-5 mil: hire at least 1 full-time person to handle both roles
• >$5 mil: hire at least 3-5 full-time people to handle both roles and additional marketing roles
Publish at least 3 pieces of content per week.
Get others in company, especially those in sales and marketing, involved in creating content.
Website's main navigation should include products/services, learning center (educational content, searchable and filterable), pricing info, contact info, in that order, to align with buyer's journey. Put other info (e.g., About Us) in footer.
Read
June 19, 2025Marcus Sheridan’s "Endless Customers" offers a compelling and actionable framework for businesses seeking sustainable growth in a skeptical, digitally driven world. At its core, the book emphasizes a fundamental shift in mindset: trust, not traffic, is the true engine of growth. Sheridan tells the story of business owners like Steve Sheinkopf, whose appliance company struggled despite implementing modern marketing strategies. The turning point came when Sheinkopf stopped focusing on selling and instead started addressing the real, often uncomfortable, questions customers had. By embracing transparency, his company not only survived industry disruptions but became a national leader.
This transformation illustrates Sheridan’s central premise: businesses often fail because they’re afraid to give buyers what they’re truly looking for—honest, straightforward answers. Modern buyers are no longer passive. They research deeply, often making up their minds before engaging with a salesperson. Many companies respond with what Sheridan calls 'Ostrich Marketing,' avoiding sensitive topics like pricing, potential downsides, or competitive comparisons. This approach creates mistrust and hesitation. Sheridan argues that to truly succeed today, businesses must change how they communicate by embracing four main pillars: say what others won’t, show what others hide, sell in empowering ways, and be more human than competitors dare to be.
The first pillar—saying what others won’t—means directly answering the questions customers are already typing into Google. This includes discussing pricing openly, highlighting potential problems, comparing products honestly, sharing real customer reviews, and recommending the best-in-class options—even when that means acknowledging a competitor might be a better fit. Sheridan refers to these as the 'Big 5,' the core types of questions that serious buyers care about. The brands that engage these topics without sugarcoating are the ones that build trust early in the buyer’s journey.
The second pillar focuses on showing what others hide. Buyers want proof—of competence, quality, and authenticity. Text alone often isn’t enough. That’s where video becomes essential. Sheridan introduces the 'Selling 7,' a strategic set of video content types designed to address key buyer concerns. These include cost breakdowns, product or service walkthroughs, team introductions, customer stories, and social proof. Video humanizes a brand and gives buyers clarity before they even reach out. To truly stand out, companies must act like media publishers, investing in content that informs, educates, and reassures across channels, especially YouTube, which Sheridan treats as a company’s 'second website.'
The third pillar—selling differently—requires companies to relinquish control and give buyers more autonomy. Sheridan highlights tools like pricing calculators, product configurators, and self-assessments, which allow prospects to educate themselves before speaking with sales. These tools reduce friction and make buyers feel empowered rather than pressured. The book also advocates for a flipped sales model, where prospects consume pre-call content—such as videos or articles—before engaging with a rep. When buyers arrive informed, conversations become more productive and outcomes improve. Companies using this approach see significantly higher close rates and shorter sales cycles.
The fourth pillar—being more human—recognizes that people trust people, not faceless brands. In a world dominated by automation and AI, companies that reveal their people and personality have a distinct edge. Visibility builds familiarity, and familiarity breeds trust. Sheridan encourages team members to step in front of the camera, use their authentic voice in communications, and share relatable stories. Rather than hiding behind logos or scripts, businesses should showcase the real individuals behind the brand. The StoryBrand framework helps structure these communications by clearly positioning the customer as the hero and the business as the guide.
To support these pillars, Sheridan introduces the Endless Customers System—five interconnected components that ensure the pillars are not just inspirational ideas but operational realities. The first component is content. This must be strategic, honest, and aligned with the Big 5 questions. Rather than creating content for browsers, businesses should focus on buyers—people who are actively evaluating their options. The second component is the website. It must evolve from a brochure into an interactive hub, where customers can find answers, access tools, and guide their own journey.
The third component centers around sales activities. Sales teams need a structured process built around education, not persuasion. Every conversation should align with where the buyer is in their decision-making process. Training, documentation, and internal alignment ensure the experience is consistent and buyer-focused. The fourth component is technology—tools that enable fast, personalized interactions. From CRM systems to AI-powered assistants, the tech stack should remove friction and support timely, relevant responses. Lastly, culture is the glue that holds everything together. A performance-driven culture focused on transparency, learning, and trust-building keeps the system running, even as trends shift and challenges arise.
Sheridan warns against complacency. Businesses often get comfortable with what worked in the past, missing the signs that buyer behavior has changed. The downfall of once-great companies like Blockbuster and BlackBerry wasn’t due to resources—it was due to stagnation. To avoid this, successful companies make disruption a daily habit. They ask uncomfortable questions, review their processes regularly, and stay obsessively focused on the buyer’s needs. This includes holding regular 'alignment days,' where leadership and frontline teams refocus on what matters most: earning trust.
The implementation timeline Sheridan outlines is practical and phased. In the first three months, businesses should appoint a content manager, launch a learning center on their site, and publish their first Big 5 articles and videos. Within six months, they’ll be producing videos regularly and introducing self-service tools. By the end of year one, marketing and sales will be more aligned, with leads arriving better informed and closing more quickly. By eighteen months, every touchpoint—content, tools, conversations—will be optimized through feedback. And after two years, the business will be widely recognized as a trusted authority in its space.
The impact of adopting this system is long-term, not immediate. Sheridan emphasizes that Endless Customers is not a campaign or a trend; it’s a permanent operating strategy. It requires patience, consistency, and a willingness to rethink traditional roles and rules. But the payoff is worth it. Businesses that adopt this system become the go-to experts in their industry—the brands buyers trust most when it matters most.
In closing, "Endless Customers" challenges readers to rethink everything they know about growth. It’s not about generating more traffic or shouting louder than competitors. It’s about becoming the brand that buyers believe in before they ever make contact. That belief isn’t bought with ads or gimmicks—it’s earned through clarity, honesty, and connection. When you say what others won’t, show what others hide, sell in empowering ways, and reveal the humans behind the brand, you create a foundation of trust that can weather any disruption. In a world full of noise, Sheridan shows that the clearest, most truthful voice wins.
This transformation illustrates Sheridan’s central premise: businesses often fail because they’re afraid to give buyers what they’re truly looking for—honest, straightforward answers. Modern buyers are no longer passive. They research deeply, often making up their minds before engaging with a salesperson. Many companies respond with what Sheridan calls 'Ostrich Marketing,' avoiding sensitive topics like pricing, potential downsides, or competitive comparisons. This approach creates mistrust and hesitation. Sheridan argues that to truly succeed today, businesses must change how they communicate by embracing four main pillars: say what others won’t, show what others hide, sell in empowering ways, and be more human than competitors dare to be.
The first pillar—saying what others won’t—means directly answering the questions customers are already typing into Google. This includes discussing pricing openly, highlighting potential problems, comparing products honestly, sharing real customer reviews, and recommending the best-in-class options—even when that means acknowledging a competitor might be a better fit. Sheridan refers to these as the 'Big 5,' the core types of questions that serious buyers care about. The brands that engage these topics without sugarcoating are the ones that build trust early in the buyer’s journey.
The second pillar focuses on showing what others hide. Buyers want proof—of competence, quality, and authenticity. Text alone often isn’t enough. That’s where video becomes essential. Sheridan introduces the 'Selling 7,' a strategic set of video content types designed to address key buyer concerns. These include cost breakdowns, product or service walkthroughs, team introductions, customer stories, and social proof. Video humanizes a brand and gives buyers clarity before they even reach out. To truly stand out, companies must act like media publishers, investing in content that informs, educates, and reassures across channels, especially YouTube, which Sheridan treats as a company’s 'second website.'
The third pillar—selling differently—requires companies to relinquish control and give buyers more autonomy. Sheridan highlights tools like pricing calculators, product configurators, and self-assessments, which allow prospects to educate themselves before speaking with sales. These tools reduce friction and make buyers feel empowered rather than pressured. The book also advocates for a flipped sales model, where prospects consume pre-call content—such as videos or articles—before engaging with a rep. When buyers arrive informed, conversations become more productive and outcomes improve. Companies using this approach see significantly higher close rates and shorter sales cycles.
The fourth pillar—being more human—recognizes that people trust people, not faceless brands. In a world dominated by automation and AI, companies that reveal their people and personality have a distinct edge. Visibility builds familiarity, and familiarity breeds trust. Sheridan encourages team members to step in front of the camera, use their authentic voice in communications, and share relatable stories. Rather than hiding behind logos or scripts, businesses should showcase the real individuals behind the brand. The StoryBrand framework helps structure these communications by clearly positioning the customer as the hero and the business as the guide.
To support these pillars, Sheridan introduces the Endless Customers System—five interconnected components that ensure the pillars are not just inspirational ideas but operational realities. The first component is content. This must be strategic, honest, and aligned with the Big 5 questions. Rather than creating content for browsers, businesses should focus on buyers—people who are actively evaluating their options. The second component is the website. It must evolve from a brochure into an interactive hub, where customers can find answers, access tools, and guide their own journey.
The third component centers around sales activities. Sales teams need a structured process built around education, not persuasion. Every conversation should align with where the buyer is in their decision-making process. Training, documentation, and internal alignment ensure the experience is consistent and buyer-focused. The fourth component is technology—tools that enable fast, personalized interactions. From CRM systems to AI-powered assistants, the tech stack should remove friction and support timely, relevant responses. Lastly, culture is the glue that holds everything together. A performance-driven culture focused on transparency, learning, and trust-building keeps the system running, even as trends shift and challenges arise.
Sheridan warns against complacency. Businesses often get comfortable with what worked in the past, missing the signs that buyer behavior has changed. The downfall of once-great companies like Blockbuster and BlackBerry wasn’t due to resources—it was due to stagnation. To avoid this, successful companies make disruption a daily habit. They ask uncomfortable questions, review their processes regularly, and stay obsessively focused on the buyer’s needs. This includes holding regular 'alignment days,' where leadership and frontline teams refocus on what matters most: earning trust.
The implementation timeline Sheridan outlines is practical and phased. In the first three months, businesses should appoint a content manager, launch a learning center on their site, and publish their first Big 5 articles and videos. Within six months, they’ll be producing videos regularly and introducing self-service tools. By the end of year one, marketing and sales will be more aligned, with leads arriving better informed and closing more quickly. By eighteen months, every touchpoint—content, tools, conversations—will be optimized through feedback. And after two years, the business will be widely recognized as a trusted authority in its space.
The impact of adopting this system is long-term, not immediate. Sheridan emphasizes that Endless Customers is not a campaign or a trend; it’s a permanent operating strategy. It requires patience, consistency, and a willingness to rethink traditional roles and rules. But the payoff is worth it. Businesses that adopt this system become the go-to experts in their industry—the brands buyers trust most when it matters most.
In closing, "Endless Customers" challenges readers to rethink everything they know about growth. It’s not about generating more traffic or shouting louder than competitors. It’s about becoming the brand that buyers believe in before they ever make contact. That belief isn’t bought with ads or gimmicks—it’s earned through clarity, honesty, and connection. When you say what others won’t, show what others hide, sell in empowering ways, and reveal the humans behind the brand, you create a foundation of trust that can weather any disruption. In a world full of noise, Sheridan shows that the clearest, most truthful voice wins.
May 18, 2025
Another home run from Marcus. It’s been 5 years since I read They Ask, You Answer and this was exactly the jumpstart I needed.
October 8, 2025
One of the more useful modern-day marketing books. What I like most about it is that it feels very current. It incorporates the latest social media trends as well as AI. Many other marketing books, sadly, are stuck in the past, and because technology changes so quickly, so do marketing techniques. this book nails that. I would say the only downside to this book is that the more specific it gets, the more tedious it becomes. There are entire sections dedicated to what a "videographer" is (and by the way, I think a "video producer" would be a more accurate description of the role they are describing in the book). And things like how to build a website or how not to use in virtual AI host. While I respect the attempt at being thorough, unfortunately, it reads more as padding to pretty simple ideas. I think if anyone is interested in bringing on a video producer to their team, there are plenty of other books and tutorials of what that means and how that works that are better covered than in this general marketing book. My only other big criticism, and this applies to other marketing gurus like Gary Vaynerchuk, is that the author and their team make it seem like you should be doing literally nothing else in your business except for the strategies in this book. They make an excellent point that marketing and media creation is essential part of any modern day business. However, what they fail to put into context is how do you balance these kinds of effort with other more traditional aspects of your business, such as product development, research and development, distribution, resource management, etc. Again, if you took the advice of this book and someone like Gary V., literally, you would be doing nothing else in your business except for these marketing efforts. But let's be real, that's not realistic. And the most troubling part about it is that these authors do not even make an attempt to discuss the ways of finding how to balance these kinds of marketing and media creation efforts with more foundational things of your business, like the actual product or service. I'm not saying this book needs to cover how to manage and develop products and services. All I'm saying is it's a shame that they don't raise the discussion about how much of your company's time and resources should be applied to methods in this book, as opposed to those other departments. All that aside, I really respect the freshness of the advice in this book. It does a good job of balancing the high level strategy with the detailed tactics of how to execute it. And it has a lot more meat in it than 90% of other marketing books. Definitely worth a read.
August 4, 2025
Marcus Sheridan’s Endless Customers: A Proven System to Build Trust, Drive Sales, and Become the Market Leader delivers a clear, actionable blueprint for anyone wanting to win in today’s digital-first world. Drawing on years of experience, Sheridan makes the case that trust and transparency—rooted in honest, customer-focused content—are the keys to consistent business growth.
The book outlines his five-part system covering content, website strategy, sales alignment, technology, and company culture, all designed to help businesses stand out, connect authentically, and thrive amid changing buyer behaviors and rising AI.
Packed with real-world examples and practical advice, Endless Customers is a must-read for business leaders, marketers, and sales professionals who want to build credibility, generate leads, and become their market’s go-to brand
The book outlines his five-part system covering content, website strategy, sales alignment, technology, and company culture, all designed to help businesses stand out, connect authentically, and thrive amid changing buyer behaviors and rising AI.
Packed with real-world examples and practical advice, Endless Customers is a must-read for business leaders, marketers, and sales professionals who want to build credibility, generate leads, and become their market’s go-to brand
August 11, 2025
I have a small business, and I felt like "They Ask, You Answer" was a groundbreaking book for expanding marketing efforts. I was very excited to read "Endless Customers" when I found out it had been published. Marcus Sheridan is an expert in his field and a valuable resource for businesses looking to get ahead of the AI curve to build a solid and excited customer base. I feel as though Sheridan is so ahead of the game, and this book would be valuable for anyone looking to build a business in today's AI-driven economy.
September 3, 2025
The author wrote a brilliant book, They Ask, You Answer, which I have read seven times – it is the bible of content marketing. Unfortunately, the next one lacks something new (The Visual Sale), and although I think it is quite good, it only applies to the US. Up to page 100, I can see how to implement it, but what comes after that is difficult to implement in the Polish reality. Obviously, this book was not written for Poles, but Poles have a right to their opinion ;)
May 8, 2025
Another game changer (that's three in a row) and I now have to figure out how I'm going to:
1. Find the time to implement these ideas in my own business;
2. Find the time to create material that will direct my clients to this philosophy of modern AI-driven inbound marketing.
"They Ask, You Answer" changed my game two years ago - now, here we go again.
1. Find the time to implement these ideas in my own business;
2. Find the time to create material that will direct my clients to this philosophy of modern AI-driven inbound marketing.
"They Ask, You Answer" changed my game two years ago - now, here we go again.
July 12, 2025
Could not put it down I had it so many notations as I’m going to start implementing what I’ve learned from this book excited for new beginnings. If you are Z business owner I highly recommend reading this
Read
August 5, 2025"Where are you in The Pride Cycle? Are you in pain, hungry for change? Are you in growth, seeing the rewards of innovation? Are you in pride, feeling untouchable? Or are you in complacency, resting on past successes?"
November 19, 2025
I have a ton of notes from this book. One of my favorite marketing books I’ve ever read.
May 14, 2025
Endless Customers is a no-nonsense guide to building trust, creating better content, and driving real sales. His first book, They Ask, You Answer, completely changed how I approach marketing—and this one is just as impactful but for the world we live in today and beyond.
Marcus doesn't just talk theory. He gives clear, actionable steps you can actually use. From understanding what buyers want to creating content that gets results, it’s all here. If you enjoy Marcus's style I highly recommend the audiobook to hear his passion and stories in his voice.
Highly recommend it to anyone in marketing, sales, or leadership. This is more than just a book—it’s a blueprint for success. It’s one of the few that actually delivers on its promises.
Marcus doesn't just talk theory. He gives clear, actionable steps you can actually use. From understanding what buyers want to creating content that gets results, it’s all here. If you enjoy Marcus's style I highly recommend the audiobook to hear his passion and stories in his voice.
Highly recommend it to anyone in marketing, sales, or leadership. This is more than just a book—it’s a blueprint for success. It’s one of the few that actually delivers on its promises.
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