Endless Customers Book Summary

Endless Customers: A Proven System to Build Trust, Drive Sales, and Become the Market Leader by Marcus Sheridan is a 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.

My rating: 4 of 5 stars

Below are my notes from the book.

Note: This page contains affiliate links. As an Amazon Associate, I earn from qualifying purchases. Please see Affiliate Disclosure.

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

"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."
"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.
"Will you take time to review these two things before our next appointment?"
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.

You can buy Endless Customers: A Proven System to Build Trust, Drive Sales, and Become the Market Leader by Marcus Sheridan as an ebook, book, or audiobook on Amazon.

Need Help Sharing Your Content on Your Website?

This book tells how to create content your prospects will love and make it available through your website and other channels. If your website isn't up to the task, contact us.