About this Episode:
In a world where platforms and marketing tactics change at lightning speed, one desired skill remains constant—your ability to stand out. Whether you’re running a SaaS company or managing a local landscaping business, the principles that drive trust and visibility are universal.
On this episode of Endless Customers, Marcus Sheridan, partner at IMPACT and renowned author of They Ask, You Answer, joined us to share a framework from his new book “Endless Customers” called: The Four Pillars of a Known and Trusted Brand. These pillars are designed to help businesses navigate today’s challenging landscape by focusing on what truly matters—standing out, building trust, and driving sustainable growth.
If you’ve ever felt overwhelmed by changing algorithms, the proliferation of AI, or just the sheer volume of competition, this framework offers clarity and direction.
Why Standing Out Is Harder Than Ever
Business owners today face an uphill battle. Gone are the days when throwing money at advertising guaranteed results. Marcus emphasized that today’s buyer is more discerning, skeptical, and self-reliant than ever before.
“Trust deficits are real,” Marcus explained. “People are slower to convert, slower to fill out forms, and they’re doing more research before they even reach out.”
This trust deficit, combined with the overwhelming noise in the marketplace, makes it harder to rise above the competition. Marcus argued that businesses often misinterpret their challenges as tactical problems—like not ranking high enough on Google—when in reality, the issue lies in how they’re connecting (or failing to connect) with their audience.
That’s where the Four Pillars come in. These aren’t just strategies—they’re the foundation for becoming the most known and trusted brand in your market, no matter what industry you’re in.
Pillar 1: Say What Others in Your Space Aren’t Willing to Say
Honesty isn’t just the best policy—it’s also one of the fastest ways to build trust. Yet, so many businesses shy away from addressing topics that might make them uncomfortable. Marcus explained that this hesitation often stems from fear: fear of scaring off potential customers, fear of upsetting competitors, or fear of revealing too much.
But here’s the truth: buyers are already asking these questions. And if you’re not answering them, someone else will—or worse, they’ll assume the answer isn’t in their favor.
“You’ve got to be willing to address the questions, fears, and concerns that others in your space won’t touch,” Marcus said. “That’s how you build trust.”
For example, let’s say you’re in an industry where pricing is notoriously opaque. Your competitors might avoid discussing costs because they think it gives them leverage. But by being upfront—even if it’s just sharing a range—you immediately position yourself as transparent and trustworthy. Buyers appreciate that.
Marcus shared a story about a pool company he worked with. The company was initially reluctant to discuss pricing on their website, fearing it would drive customers away. Instead, it had the opposite effect. Transparency turned them into a trusted resource and significantly increased their leads.
This pillar is about more than just pricing, though. Think about the tough questions your customers are asking: “What are the downsides of your product?” “Why should I choose you over a competitor?” By answering these head-on, you’re not just meeting their expectations—you’re exceeding them.
Pillar 2: Show What Others in Your Space Aren’t Willing to Show
Video is no longer optional. It’s essential. And yet, many businesses treat it like a nice-to-have rather than a must-do. Marcus believes this is a critical mistake.
“Video gives people a sense of who you are before they ever meet you,” Marcus explained. “It’s not just about selling; it’s about building a relationship.”
This pillar isn’t about creating flashy, high-budget videos. It’s about authenticity. Buyers want to see the real you: your team, your process, and your product in action. It’s the ultimate way to humanize your brand.
Imagine a buyer visiting two websites. One has a page full of text explaining their services. The other features a short video tour of the company, complete with introductions to the team and a behind-the-scenes look at how the product is made. Which one do you think they’ll trust more?
Marcus highlighted the importance of video in answering common customer questions. “If a customer asks it, you should have a video for it,” he said. “That’s how you make them feel seen and heard.”
Pillar 3: Sell in a Way Others in Your Space Aren’t Willing to Sell
When was the last time you really evaluated your sales process? Many businesses like to think they have a unique approach, but the truth is, most sales processes look the same.
“Too often, businesses are following the same playbook as everyone else,” Marcus said. “True differentiation comes from rethinking how you sell.”
One way to do this is by embracing self-service tools. For example, a pricing calculator on your website can empower buyers to explore their options without feeling pressured by a salesperson. It’s a small change, but it can make a huge difference in how buyers perceive your company.
Marcus also stressed the importance of simplifying the buyer’s journey. “Buyers today don’t want to jump through hoops,” he said. “If your sales process feels like a hurdle race, you’re losing them before they even start.”
Rethinking your sales process might feel risky, especially if it means stepping away from traditional methods. But Marcus reminded us that the greatest rewards often come from taking bold steps.
Pillar 4: Be More Human Than Others in Your Space are Willing to Be
In an era dominated by AI and automation, it’s easy to lose sight of what makes your business truly unique: your people. Marcus argued that technology should enhance the human experience, not replace it.
“Your ability to show empathy, authenticity, and care will always be your greatest asset,” he said. “That’s what buyers remember.”
This pillar is about going beyond the transaction. It’s about making customers feel valued and understood. Whether it’s a handwritten thank-you note or a personal follow-up call, these small gestures can have a massive impact.
Marcus shared an example from his own experience. After delivering a keynote speech, he sent personalized video messages to attendees thanking them for their engagement. The response was overwhelming. Many attendees said it was the highlight of their event experience.
Being human doesn’t mean rejecting technology—it means using it to amplify your humanity. For example, AI can help you personalize email campaigns or analyze customer data. But the tone and approach should always reflect genuine care and understanding.
Why Principles Outlast Platforms
One of the most compelling parts of the discussion was Marcus’s emphasis on principles over tactics. While tools and platforms will continue to evolve, the principles behind buyer behavior remain consistent.
“People will always want to do business with companies they trust,” Marcus said. “The way we deliver that trust may change, but the need for it never will.”
This is why Marcus believes the Four Pillars are universal. Whether you’re a B2B enterprise or a local business, these strategies can help you navigate change while staying true to what matters most.
Stand Out by Being Brave
The Four Pillars aren’t easy to implement. They require courage, introspection, and a willingness to challenge the status quo. But as Marcus reminded us, the discomfort of change is far less painful than the discomfort of staying stagnant.
“Rule breakers become the rule makers,” Marcus said. “If you want to stand out, you’ve got to be willing to break the rules that no longer serve your industry.”
For businesses ready to rise above the noise, the Four Pillars offer a roadmap to not just survive but thrive in an ever-changing market.
Connect with Marcus
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of They Ask, You Answer and Endless Customers.
Connect with Marcus on LinkedIn
Learn more about Endless Customers and pre-order the book!
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