Endless Customers Podcast

How Energy Swing Windows Wins Trust by Talking About Warranties [Endless Customers Podcast Ep. 115]

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This transcript has been generated by AI and not checked for accuracy.

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Isabella

having a coach and

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Isabella

working with Lindsay, she was really able to

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Isabella

push me

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Isabella

to really challenge myself

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Isabella

and make sure that I'm hitting those

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Isabella

benchmarks in

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Isabella

helping me

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Isabella

keep myself accountable.

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Isabella

explaining the why behind

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Isabella

what I was doing, because

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Isabella

there were some points where I'm like,

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Isabella

What's the effect that

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Isabella

is this really having?

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Isabella

so I had this little discouraging.

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Isabella

But, you know, then I meet with her and she would help pull up,

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Isabella

the numbers behind

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Isabella

articles.

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Isabella

And so that really helped

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Isabella

keep the momentum going and make me feel like, okay,

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Isabella

this isn't just for nothing. Like it really is having an effect.

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Isabella

if I didn't

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Isabella

have a coach. I don't think we would be where

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Isabella

we're at today.

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Bob Ruffolo

You're listening to The Endless Customers podcasts brought to you by the team at impact!

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Bob Ruffolo

Ellis customers is the proven system to become the most known and trusted brand in your market.

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Bob Ruffolo

you want to start to learn the principles of endless customers and how you can implement them in your business, pick up a copy of Endless Customers, a national bestseller. Wherever books are sold.

00:00:54:16 - 00:01:02:16

Bob Ruffolo

Ready to start implementing endless customers in your business? Talk to impact about how our coaching program can help you implement endless customers to success.

00:01:02:16 - 00:01:13:09

Bob Ruffolo

And if you wanna experience endless customers in person, do not miss our upcoming conference. Endless Customers Live in Chicago March 30th through April 1st, 2026. Registration is now open.

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Bob Ruffolo

And now onto the show. Here's your host Alex

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Alex

In this episode of the Endless Customers podcast, I'm sitting down with Isabella White, content manager at Energy Swing Windows, about their Fearless Content Award submission.

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Alex

Energy swing has embraced fearless content by addressing one of the toughest homeowner concerns in the window indoor industry

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Alex

warranties.

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Alex

Instead of hiding behind vague

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Alex

lifetime warranty language,

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Alex

Isabella has led the creation of content that exposes hidden exclusions,

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Alex

educates homeowners, and builds trust.

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Alex

Together, we're going to talk about how transparent content not only educates buyers, but also attracts higher quality leads

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Alex

that value long term service,

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Alex

not just the price.

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Alex

Isabella, welcome to the show. How's it going?

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Isabella

Good. How are.

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Alex

You?

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Alex

I'm doing great.

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Alex

Thanks. Thank you for taking the time to be on the show with us today and to share your story. I really appreciate it.

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Alex

So can you

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Alex

tell us and tell our audience here just to kick things off a little bit about yourself, what you do

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Alex

your job here. So just like day in and day out and then also a little bit about energy swing windows just so we can, like, paint the picture.

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Isabella

I'm Isabel White. I work at energy. So in windows I'm their content manager. We do replacement

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Isabella

windows doors and basement finishing. And we've been servicing the greater Pittsburgh area for over 25 years.

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Alex

Nice.

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Alex

Let's kick things off. Can we talk a little bit about the idea of fearless content as the content manager?

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Alex

What does that mean to you, and how does that apply to your day to day and just what you do for your job?

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Isabella

Yeah. So fearless content to me is saying what others in your industry are not willing to say or too afraid to talk about.

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Isabella

homeowners have questions and they want to find the answers. So if you're not the one who is going to talk about

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Isabella

it, then someone else will. And that's where they're going to find their information.

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Isabella

So you might as well be the one to kind of set the stage and,

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Isabella

you know, give the people what they're looking for.

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Alex

That's

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Alex

right. I get frustrated when people try to hide price or try to hide

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Alex

these things that I need to know, and

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Alex

it's why I navigate away and go find someone else who will give me the price. So I totally agree with you. And it's definitely a principle of endless customers, which I see

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Alex

up on the shelf back there behind you.

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Alex

You have the books?

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Isabella

Yep.

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Alex

That's awesome. Very nice.

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Alex

So can you talk to me a little bit about what LED energy swing

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Alex

to take such difficult topics like warranties and things that like typically in your industry, people tend to shy away from talking about like what?

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Alex

was the linchpin there? Have you guys started to focus in on that and just start talking about that

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Alex

bringing that up in your content?

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Isabella

Yeah. So I would say one of our

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Isabella

business's core principles is trust and transparency. Even before we started working with impact.

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Isabella

That's always been a key focus for us.

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Isabella

talking about

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Isabella

some of the more difficult topics, there was a little bit of hesitancy.

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Isabella

Especially when it came to comparison articles. But warranty has always been something that we've

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Isabella

really tried to explain to homeowners.

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Isabella

For example, we get people come into our showroom and I'll be like, oh yeah, we have a lifetime warranty. And I'll say, yes.

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Isabella

So what everyone does and so it's like,

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Isabella

you don't want to be like, no, that's not

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Isabella

right. Did you read the fine print?

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Isabella

it's difficult to kind of explain that information in a way that homeowners

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Isabella

are looking for it, I guess.

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Alex

Or like trying to make it relatable so that they're not going like, sure, I've heard that one before. Like,

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Alex

what is

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Alex

what is lifetime

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Alex

actually mean?

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Isabella

Yeah,

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Isabella

exactly.

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Isabella

being able to sort of break that down in the article.

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Isabella

Was really important. And warranties are a lot of just like legal language. It feels like. So trying to,

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Isabella

bring it down to just a normal person's.

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Isabella

Vocabulary.

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Alex

No normal

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Alex

speak. It's okay. We can

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Alex

say that because when you start getting into the warranty section, it's almost like terms and conditions on some of these apps on your phone too. It's like,

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Alex

who reads through all

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Alex

that? Yeah,

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Alex

I just go from scroll all the way to accept and move on with my life because

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Alex

it's just a lot of layers.

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Alex

And I'm not a lawyer, so I just

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Alex

it's

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Alex

above my pay grade, as they say. So

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Alex

when you

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Alex

double down,

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Alex

how do you do that? So do you have to try to bridge the gap and like understand the legalities of it and then figure out a way to like, what does that workflow look like for you as far as creating the content in a way that

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Alex

your audience is going to respond to it?

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Isabella

I will say that article specifically was one where our owner, Steve, who's been

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Isabella

doing windows and doors for over 50 years, he really

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Isabella

helped me a lot in that because I have never bought windows and doors, so I'm not

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Isabella

the best

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Isabella

person to know about the warranties.

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Isabella

I think what helped a lot was trying to find actual warranties and

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Isabella

like highlight in that article, I highlighted specific like comparisons between two things.

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Isabella

I think that really helped.

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Isabella

To actually have like this is specifically what it says, but that's not what it means by like lifetime warranty. It's like, look at that inclusions.

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Alex

Gotcha,

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Alex

I'm just curious because I actually have to get new windows in my house.

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Alex

So I've been looking at a lot of different companies and

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Alex

warranties and all the other legal stuff as

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Alex

well.

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Alex

I'm curious, why

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Alex

do a lot of companies avoid talking about this

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Alex

Just in my research alone,

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Alex

they don't talk about it til you have somebody come out and give you an estimate, and then they're in your house, and then you can start to ask them the questions.

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Alex

But like if you're just trying to go to someone's website and figure this out on your own,

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Alex

couldn't figure it out. So

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Alex

why do people do that? What's up with that?

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Isabella

know that was something that I struggled with too, in several of the articles is with the research. It's like, I can't find this on anyone's site.

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Isabella

Which is kind of scary because I'm like, if I'm an active, natural homeowner in the market for this, it's got to be so frustrating, right?

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Isabella

I would say the reason why a lot of other companies don't want to talk about it.

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Isabella

is because it

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Isabella

lessens the value of what they're selling? Because

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Isabella

when you have a warranty that only last two years versus a company that is going to cover you for 20 plus or for as long as you live in your home like we do.

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Isabella

the value between the two offers changes in a two

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Isabella

salesman, especially in home improvement.

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Isabella

Tend

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Isabella

to not have the best reputation.

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Isabella

So when they are able to get into the home, they can kind of weave their way around that topic and frame it in a way where the homeowner might

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Isabella

not fully understand it.

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Alex

Yeah, that makes total sense.

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Alex

feel like my experiences were that they were dancing around the subject, too, and they were like,

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Alex

not fully giving me the answers that I wanted. So

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Alex

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Alex

think this is a great way and I totally commend you and Steve for

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Alex

wanting to create these types of articles.

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Alex

this definitely plays into the whole idea of disruption. And if you read Endless Customers or if you've been any of our events, you know that we're trying to help

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Alex

be the trusted voice in your industry and in your space and being honest and transparent.

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Alex

And in doing that, hopefully it disrupts all these people that are hiding the truth or hiding these

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Alex

facts. Right. So your warranty article, as well as

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Alex

other articles that you put out, like

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Alex

what are you seeing as you start to release this content in regards to like response

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Alex

people and maybe even from competitors as you're

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Alex

the content manager here releasing all this stuff.

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Alex

what's been the response back and like what results have you been seeing overall?

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Isabella

I would say

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Isabella

because I don't I'm not in the homes with these people cause I'm not one of the consultants. But when I do talk to people in the showroom, when they do come in,

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Isabella

I just notice that homeowners are much more educated and they've even said like, oh

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Isabella

yeah, I've heard about that on your site.

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Isabella

J channel is such a specific piece of a window that a typical homeowner probably isn't going to know.

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Isabella

But I think that also just goes to show

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Isabella

you can't assume homeowners

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Isabella

are oblivious to the topic. And I think that also proves like homeowners are doing so much more research now,

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Isabella

they're going to be well educated on the topic.

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Alex

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Alex

no, that's a great answer. So I guess my next question to follow up with that is like

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Alex

how do you get the ideas to answer these questions? Like, are you talking to your sales team? Are you talking to people in the showroom? Like, where are you getting your topics? And where are you starting to

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Alex

pull these ideas from to make sure that you're answering these people's questions and these people that are doing a lot of research,

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Alex

that want to be informed, you're you're meeting them where they are.

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Isabella

So I would say a lot of the topic ideas do come from the consultants because they are the ones in the homes

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Isabella

with the customers. I know too, whenever I speak to people in the showroom, that helps. Also our service team, I have asked him

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Isabella

what kind of questions

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Isabella

or problems he's seeing when he goes out to service products, because that can also help to lead into

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Isabella

lot of more problem articles.

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Isabella

Or.

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Isabella

Best of product lines or like reviews, to see which products specifically are having the most issues and things like that.

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Alex

Yeah,

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Alex

they gotta love it.

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Alex

Nice.

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Alex

Now, did you know about the big five before you started at Energy Swing or before you started in this role?

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Alex

No,

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Alex

was it like learning about the big five and how do you use it in like your day to day? I'm going a little off script here, but I have to ask because

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Alex

this is just like a perfect

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Alex

segue.

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Isabella

Yeah. So

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Isabella

I originally sponsored an energy swing

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Isabella

two and a half years ago, and I actually have a design background, so

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Isabella

content was totally new to me as far as writing goes. Definitely was a challenge, but

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Isabella

framing things in the big Five

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Isabella

helped it make a lot more sense, because I think there were a lot of topics or things that as a company, we wanted to talk about, but it didn't really make sense to,

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Isabella

because I think it's really easy to want to write about yourself and how great you are and why you should choose us.

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Isabella

But then when you break it down into the big five and look at it from that scope, it's like,

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Isabella

is anyone really looking this up? Also, it's really easy to see how great you are, but like

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Isabella

you got to have something to back that up.

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Alex

Yeah, you got to

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Alex

prove it. Talk is cheap.

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Alex

Totally.

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Alex

No.

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Alex

And a lot of people make that mistake. And we see that time and time again where it's the me, me, me, us us us show and how great we are. But you have to demonstrate that.

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Alex

there's two very different things. Have one saying it and then

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Alex

demonstrating it to build trust.

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Alex

And you do that with the big five and you do that with these articles. So can we talk a little bit about how,

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Alex

this fearless content

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Alex

has just helped

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Alex

sales consultants and like what this content has done for sales conversations in general, like,

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Alex

sounds like it's helping, but I'm just curious, like from your perspective, what you're hearing and what your salespeople and consultants are saying.

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Isabella

So we did make a switch over to HubSpot, which is helped tremendously with tracking and seeing the activity that these specific pages are getting. You know, associated with who.

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Isabella

And like what's talked about in and as customers,

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Isabella

We have seen some people starting to view

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Isabella

way more pages,

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Isabella

which is super exciting. So like 20 plus pages, it's awesome.

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Isabella

And whenever the consultants get into the home,

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Isabella

it has become a lot easier and there's a lot less friction.

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Isabella

And we've also started more with the assignment selling

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Isabella

and sending blogs and articles to homeowners

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Isabella

before their appointment just to get them set up and to already kind of establish that trust in comfortability.

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Isabella

With the consultants before they even get there.

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Alex

So that's amazing.

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Isabella

Been helping a lot. Yeah.

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Alex

Yeah, that's what it's all about. So you implement HubSpot. Bravo.

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Alex

that's a game changer for sure.

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Alex

whatever CRM you're using. But HubSpot you know, we love HubSpot here.

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Alex

What we're using before that,

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Alex

was there a system in place before that or what was going on?

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Isabella

Yeah, we were using Market Sharpe

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Isabella

wasn't as user friendly, especially when it came to what marketing

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Isabella

tracking those type of numbers.

00:11:35:19 - 00:11:36:06

Alex

Yeah,

00:11:36:06 - 00:11:38:16

Alex

The tracking piece is really cool. I love that you said that because

00:11:38:16 - 00:11:46:21

Alex

it really does make a difference when you can see in real time how many page visits and what pages people are looking at, because it does influence the buyer journey and

00:11:46:21 - 00:11:49:09

Alex

having trust building content in that fearless

00:11:49:09 - 00:11:49:21

Alex

content

00:11:49:21 - 00:11:50:01

Alex

just

00:11:50:01 - 00:11:51:08

Alex

makes them feel way more informed.

00:11:51:08 - 00:11:52:17

Alex

So when your sales consultants get out

00:11:52:17 - 00:11:53:09

Alex

on the ground,

00:11:53:09 - 00:11:54:17

Alex

they have way better conversations,

00:11:54:17 - 00:11:55:15

Alex

Yeah, they're way more qualified.

00:11:55:15 - 00:11:56:19

Alex

That's so cool to hear that.

00:11:56:19 - 00:12:09:22

Alex

So I'm curious, right, as you're talking about this, how does leadership and like sales play into shaping this content and helping the marketing team and helping you create the content that you need to create to help drive more sales and bring in more qualified leads?

00:12:09:22 - 00:12:24:13

Isabella

the sales team, they are really great at helping get the topics to me because they are in the home with the customer, so they know what the questions are or what the worries and concerns are with the customers. And as far as leadership,

00:12:24:13 - 00:12:25:16

Isabella

I think they've been very

00:12:25:16 - 00:12:31:22

Isabella

supportive in all of it and helping make sure everyone has the right tools and that they are set up for success.

00:12:31:22 - 00:12:35:09

Alex

you feel like leadership is really bought into endless customers? Like, is everyone read the book?

00:12:35:09 - 00:12:36:17

Isabella

Yeah. So

00:12:36:17 - 00:12:45:09

Isabella

as far as buying your leadership, I would say it was actually the first people who were bought into it which helped everyone else also get excited about it.

00:12:45:09 - 00:12:48:14

Isabella

But Steve, he read the book first and

00:12:48:14 - 00:12:53:03

Isabella

was like, we all need to read this book. And then eventually we did the calculator first.

00:12:53:03 - 00:12:54:04

Isabella

Which was really cool.

00:12:54:10 - 00:12:55:13

Isabella

Yeah, that was exciting.

00:12:55:13 - 00:12:57:03

Alex

Self-selection. That's where it's a hat.

00:12:57:03 - 00:12:58:09

Alex

Yes. Any other

00:12:58:09 - 00:13:00:20

Alex

self-service tools? I feel like that also just greatly helps

00:13:00:20 - 00:13:03:10

Alex

buyers in their buyer's journey. I love doing those calculators.

00:13:03:10 - 00:13:04:16

Alex

So was this Steve's idea to get,

00:13:04:16 - 00:13:06:16

Alex

a calculator on the website as soon as possible?

00:13:06:16 - 00:13:08:11

Isabella

Yeah, I would say so. Yeah.

00:13:08:11 - 00:13:10:08

Isabella

I think, though, the problem,

00:13:10:08 - 00:13:21:09

Isabella

something that I've been seeing more recently, specifically with Home Improvement, looking through the magazines and websites and Facebook ads, all of it is a lot of competitors now are saying

00:13:21:09 - 00:13:23:00

Isabella

get an instant price,

00:13:23:00 - 00:13:24:23

Isabella

get a quote instantly, whatever it is.

00:13:24:23 - 00:13:29:12

Isabella

Then you go and you fill out a few questions and then it's just like, okay, we'll be in

00:13:29:12 - 00:13:30:05

Isabella

touch shortly.

00:13:30:05 - 00:13:33:10

Isabella

And so that is something where we have had to play with

00:13:33:10 - 00:13:43:21

Isabella

our messaging and adjust our messaging to really emphasize, like, we're not just trying to take your information and then we'll just have someone call you and try to sell you, like you will really get actual numbers after this.

00:13:43:21 - 00:13:44:15

Alex

That's a good point.

00:13:44:15 - 00:13:45:23

Alex

I don't know if we've ever talked about

00:13:45:23 - 00:13:47:18

Alex

that on the show, which is really cool that you're

00:13:47:18 - 00:13:48:17

Alex

you're talking about it now.

00:13:48:17 - 00:13:56:06

Alex

There is a lot of that. People are starting to get the idea of like, oh, we should put pricing or we should put pricing calculators because it used to be something that everyone swept under the rug.

00:13:56:06 - 00:13:56:20

Alex

And now I think

00:13:56:20 - 00:13:58:18

Alex

it's becoming a must have in today's marketplace.

00:13:58:18 - 00:14:00:06

Alex

Right. But they do exactly

00:14:00:06 - 00:14:03:17

Alex

what you said. I can't tell you how many times I fill something out. And then it's like,

00:14:03:17 - 00:14:08:07

Alex

put in your email and your phone number and then we'll be in touch with you. And I'm like, ready to throw my computer out the window

00:14:08:07 - 00:14:09:07

Alex

because I'm like, I just

00:14:09:07 - 00:14:10:08

Alex

want the price.

00:14:10:10 - 00:14:10:19

Alex

I just want

00:14:10:19 - 00:14:11:21

Alex

the price. So,

00:14:11:21 - 00:14:13:16

Alex

the takeaway for me is what you just said about

00:14:13:16 - 00:14:18:05

Alex

how you position it. Right. So it's like the messaging on page or the messaging on the calculator

00:14:18:05 - 00:14:22:01

Alex

that's positioned in a way that is going to let people know that they are going to get a price.

00:14:22:01 - 00:14:23:09

Alex

There's no gimmicks, there's no

00:14:23:09 - 00:14:23:19

Alex

smoking.

00:14:23:19 - 00:14:24:21

Alex

There is like, you will know

00:14:24:21 - 00:14:25:19

Alex

what's up by the end

00:14:25:19 - 00:14:26:12

Alex

this exercise,

00:14:26:12 - 00:14:27:09

Alex

which is really cool. So

00:14:27:09 - 00:14:30:08

Alex

what does that messaging look like? And are you constantly tweaking that? Is that like

00:14:30:08 - 00:14:32:00

Alex

AB test evolution or something like

00:14:32:00 - 00:14:32:08

Alex

that.

00:14:32:08 - 00:14:34:06

Isabella

So about every three months

00:14:34:06 - 00:14:41:08

Isabella

I've been going back and trying to adjust it. I know the first iteration of it was very technical as far as like the product information.

00:14:41:08 - 00:14:42:12

Isabella

I'm like

00:14:42:12 - 00:14:47:04

Isabella

this is too technical for someone that just wants to like is just browsing, looking to get a price.

00:14:47:04 - 00:14:48:16

Isabella

So I was able to kind of

00:14:48:16 - 00:14:49:00

Isabella

make that

00:14:49:00 - 00:14:50:21

Isabella

a little bit more simple and user friendly,

00:14:50:21 - 00:14:53:13

Isabella

and then also really trying to emphasize

00:14:53:13 - 00:14:55:06

Isabella

we're not going to spam you,

00:14:55:06 - 00:14:56:02

Isabella

things like that.

00:14:56:02 - 00:14:59:17

Isabella

Which is helped. We have seen since I made that change, it has helped quite a bit

00:14:59:17 - 00:15:02:15

Isabella

with form, like fully submitting, getting to the number.

00:15:02:15 - 00:15:08:12

Alex

That's where Uprising page video really comes in handy. And it's funny, I remember reading the book and being like, this seems so basic,

00:15:08:12 - 00:15:12:10

Alex

like, why would you need a video to explain that? But it's insane

00:15:12:10 - 00:15:19:14

Alex

how much of a difference it makes if you just say, hey, when you fill out this form, this is what's going to happen, and we're not going to spam you, and you're not going to get 100 phone calls and solicitations.

00:15:19:18 - 00:15:21:06

Alex

It's crazy the difference it makes.

00:15:21:06 - 00:15:21:22

Alex

that's really cool.

00:15:21:22 - 00:15:23:19

Alex

So can you talk to me a little bit about

00:15:23:19 - 00:15:25:11

Alex

working with a coach? And

00:15:25:11 - 00:15:26:23

Alex

who are you currently working with right now?

00:15:26:23 - 00:15:27:19

Alex

In the coaching program?

00:15:28:05 - 00:15:29:16

Isabella

I'm working with Lindsay.

00:15:29:19 - 00:15:31:09

Alex

We love Lindsay. Lindsay is awesome.

00:15:31:09 - 00:15:31:23

Alex

She's give people.

00:15:31:23 - 00:15:32:10

Alex

She's a fellow

00:15:32:10 - 00:15:34:08

Alex

video personality like me from back in the day.

00:15:34:08 - 00:15:39:16

Alex

And she's from Massachusetts, so we got that, too. But anyways, we digress. Tell me a little bit about for you

00:15:39:16 - 00:15:44:16

Alex

what it's like working with a coach just from like an accountability standpoint, because as a content manager,

00:15:44:22 - 00:15:45:23

Alex

this isn't a walk in the park.

00:15:45:23 - 00:15:49:08

Alex

You're making a lot of content on a regular basis on a weekly basis.

00:15:49:08 - 00:15:51:00

Alex

it can be daunting at times. And to come up

00:15:51:00 - 00:15:52:12

Alex

with new, fresh ideas and fearless

00:15:52:12 - 00:15:54:02

Alex

content and trust building content. So

00:15:54:02 - 00:15:56:17

Alex

what's it like working with Lindsay and working with an impact coach?

00:15:56:17 - 00:16:07:14

Isabella

not having a writing background, I was pretty nervous to get into this role. Very excited because I was looking for a new challenge, but I was nervous. I'm like, I, I'm not a writer.

00:16:07:14 - 00:16:09:19

Isabella

I'm not sure if I'll be able to do this, but

00:16:09:19 - 00:16:13:21

Isabella

having a coach and having working with Lindsay, she was really able to

00:16:14:05 - 00:16:21:03

Isabella

push me to really challenge myself and make sure that I'm hitting those benchmarks in helping me

00:16:21:03 - 00:16:22:08

Isabella

keep myself accountable.

00:16:22:08 - 00:16:24:19

Isabella

explaining the why behind

00:16:24:19 - 00:16:25:23

Isabella

what I was doing, because

00:16:25:23 - 00:16:32:16

Isabella

there were some points where I'm like, okay, they have me publishing three articles a week. I'm writing three a week. It's a lot. But I'm like,

00:16:32:16 - 00:16:38:04

Isabella

What's the effect that this is this really having? So, so I had this little discouraging. But, you know, then I meet with her and

00:16:38:04 - 00:16:39:05

Isabella

she would help pull up,

00:16:39:05 - 00:16:41:12

Isabella

like the, the numbers behind the

00:16:41:12 - 00:16:41:21

Isabella

articles.

00:16:41:21 - 00:16:49:06

Isabella

And so that really helped kind of keep the momentum going and make me feel like, okay, this isn't just for nothing. Like it really is having an effect.

00:16:49:06 - 00:16:53:19

Isabella

if I didn't have a coach. I don't think we would be where we're at today.

00:16:53:19 - 00:16:55:08

Isabella

And we've made a lot of progress. So.

00:16:55:08 - 00:16:57:05

Alex

that's a profound statement. That's a big deal.

00:16:57:05 - 00:17:01:17

Alex

Wow. Very cool. And accountability is a huge piece. That's something that I think is very relatable.

00:17:01:17 - 00:17:04:18

Alex

can relate to that. I think everyone watching and listening can too. And

00:17:04:18 - 00:17:06:08

Alex

that's why having a coach is so important

00:17:06:08 - 00:17:07:06

Alex

in you need that

00:17:07:06 - 00:17:08:14

Alex

partner that can keep you

00:17:08:14 - 00:17:11:09

Alex

on the straight and narrow, keep you focused, but also keep you inspired.

00:17:11:09 - 00:17:11:15

Alex

Because

00:17:11:15 - 00:17:13:13

Alex

you're right, when you're creating a lot of content, it can be

00:17:13:13 - 00:17:17:17

Alex

daunting. It can be stressful. It can be tiresome. It can be all the feelings.

00:17:17:17 - 00:17:23:10

Alex

And it's nice to have that back up and support, to make sure that you're staying on task and you're focusing on the right things.

00:17:23:13 - 00:17:29:13

Isabella

Yeah, she's definitely helped me overcome some imposter syndrome. Is what I would classify it as,

00:17:29:13 - 00:17:31:14

Isabella

which is really, you know, it's nice to feel like

00:17:31:14 - 00:17:40:01

Isabella

someone really is in your corner and they're like, you can do this. And they're teaching you how to do it, and they're giving you all the best tools and resources to do it the best you can do.

00:17:40:10 - 00:17:40:22

Alex

Absolutely.

00:17:40:22 - 00:17:41:10

Alex

And, you know, if

00:17:41:10 - 00:17:46:20

Alex

you're not really coming out of a writing background and then you're starting to write and that's your new focus,

00:17:46:20 - 00:17:48:04

Alex

that could be a pretty scary shift.

00:17:48:04 - 00:17:48:22

Alex

That's something that

00:17:48:22 - 00:17:51:07

Alex

I wouldn't want to be doing. That's why I'm in front of the camera

00:17:51:07 - 00:17:52:19

Alex

not writing.

00:17:52:19 - 00:17:53:07

Alex

Right. But

00:17:53:07 - 00:17:55:06

Alex

everyone's specialty is a little bit different.

00:17:55:06 - 00:18:01:22

Alex

And it sounds like you definitely have the skills and you just needed to hone them in and get some practice going. So now that you've been working with a coach,

00:18:01:22 - 00:18:02:21

Alex

what's it feel like now?

00:18:02:21 - 00:18:07:09

Alex

are you in the sweet spot or you have it sorted out, or do you still have some speed bumps that you had here in there?

00:18:07:09 - 00:18:07:13

Alex

00:18:07:13 - 00:18:08:11

Alex

what's that look like for you?

00:18:08:11 - 00:18:09:19

Isabella

there are some speed bumps.

00:18:09:19 - 00:18:16:14

Isabella

I had really good momentum and I still do. I just have to kind of get back to it because we also made a switch from our website

00:18:16:14 - 00:18:19:14

Isabella

to HubSpot, and I was the one also kind of spearheading that.

00:18:19:14 - 00:18:20:20

Alex

you got a lot

00:18:20:20 - 00:18:22:08

Alex

going on. Yeah. You're

00:18:22:08 - 00:18:23:01

Alex

a busy lady.

00:18:23:01 - 00:18:24:08

Alex

So you're migrating your site

00:18:24:08 - 00:18:24:18

Alex

00:18:24:18 - 00:18:28:12

Alex

or you migrated your site to HubSpot on top of releasing all this content?

00:18:28:19 - 00:18:30:02

Isabella

Yeah. So.

00:18:30:02 - 00:18:32:20

Isabella

There was a slight workload shift there.

00:18:32:23 - 00:18:34:11

Alex

Slight. Okay.

00:18:34:13 - 00:18:36:02

Isabella

Yeah. So now

00:18:36:02 - 00:18:39:01

Isabella

my focus is now getting back to the content.

00:18:39:01 - 00:18:44:12

Isabella

So that may be a little hurdle just to kind of get back into that momentum because it took a while to really get

00:18:44:12 - 00:18:49:08

Isabella

in the rhythm of three per week writing, editing, interviewing, all of that.

00:18:49:08 - 00:18:52:23

Isabella

we're doing our QA right now, so they're testing the site as we speak.

00:18:52:23 - 00:18:54:00

Isabella

So we'll see.

00:18:54:00 - 00:18:54:06

Alex

That's

00:18:54:06 - 00:18:56:00

Alex

exciting. Oh, we're going to have to have you back on the show

00:18:56:00 - 00:18:57:07

Alex

so we can get an update on the

00:18:57:07 - 00:18:57:22

Alex

website and how it

00:18:57:22 - 00:18:59:14

Alex

how it's going for me. That's exciting.

00:18:59:14 - 00:19:02:20

Alex

So can we go back, since we're talking about migrating the site to HubSpot

00:19:02:20 - 00:19:03:02

Alex

and

00:19:03:02 - 00:19:04:14

Alex

releasing these articles, and you're releasing

00:19:04:14 - 00:19:05:18

Alex

fearless content, right?

00:19:05:18 - 00:19:07:06

Alex

Especially the warranty stuff, which I think

00:19:07:06 - 00:19:08:17

Alex

is just really cool that you guys are

00:19:08:17 - 00:19:10:01

Alex

disrupting in that way.

00:19:10:01 - 00:19:17:08

Alex

Are you able to see some of these numbers and some of these metrics as far as, like the effectiveness of the content you're putting out and how it's helping your sales team?

00:19:17:08 - 00:19:22:03

Isabella

Yeah, so we do have some reports set up with,

00:19:22:03 - 00:19:33:01

Isabella

attributed revenue to like first blog scene or just new leads and contacts from where they're first page that they learned on was a blog, you know, in an article.

00:19:33:01 - 00:19:39:03

Alex

that must be rewarding, though, for you to see that, like, hey, this this contact came through and it was from a piece of content that I wrote and

00:19:39:03 - 00:19:41:00

Alex

a piece of content that we made as a team and pulled

00:19:41:00 - 00:19:42:00

Alex

together as a company. That's

00:19:42:00 - 00:19:42:10

Alex

exciting.

00:19:42:10 - 00:19:43:00

Isabella

Yeah,

00:19:43:00 - 00:19:51:19

Isabella

very. Whenever we first got that feature, and I could actually see that, I was like, it was just a big event, like a big win. And my coworker especially, I'm like, yes,

00:19:51:19 - 00:19:54:00

Isabella

people are seeing it and they're interacting with us,

00:19:54:00 - 00:19:58:20

Isabella

and requesting us to come out to their house because of the content that we all created.

00:19:58:22 - 00:20:03:13

Isabella

It's it's a really special moment when it first started happening. It was really.

00:20:03:13 - 00:20:03:21

Alex

Cool.

00:20:03:21 - 00:20:04:21

Alex

That's a beautiful thing.

00:20:04:21 - 00:20:06:09

Alex

Yes it is. Good for you.

00:20:06:09 - 00:20:06:22

Alex

Bravo!

00:20:06:22 - 00:20:14:03

Alex

for companies out there that might be hesitant to show this level of transparency, maybe they're in a similar industry. Maybe they're in a different industry.

00:20:14:03 - 00:20:19:03

Alex

What would you say to them to try to encourage them to disrupt and create some fearless content themselves?

00:20:19:03 - 00:20:23:22

Isabella

So I kind of said this earlier, but I think my biggest thing is if

00:20:23:22 - 00:20:34:05

Isabella

you want to be the trusted resource in your industry, because if you're not the one who is saying it and putting it out there, someone else will and people are going to go to

00:20:34:05 - 00:20:34:23

Isabella

them instead.

00:20:34:23 - 00:20:38:14

Isabella

be the resource for people to come to you to find their information,

00:20:38:14 - 00:20:40:18

Isabella

to find the questions that they're asking.

00:20:40:18 - 00:20:41:01

Isabella

I feel

00:20:41:01 - 00:20:49:07

Isabella

like today, especially there is just so much information on the internet. I mean, you go to Reddit, that's a big topic right now.

00:20:49:07 - 00:20:51:13

Isabella

you can find pretty much all your answers there. So it's like

00:20:51:13 - 00:20:55:03

Isabella

you might as well be the one to to make the content and to answer the questions.

00:20:55:03 - 00:20:58:08

Alex

Can I said it better? It's almost like Marcus is here and you're like, channeling

00:20:58:08 - 00:20:59:03

Alex

Marcus.

00:20:59:03 - 00:21:00:12

Alex

Have you seen Marcus speak before?

00:21:00:12 - 00:21:03:13

Isabella

Yeah, I was at Impact Live in Chicago.

00:21:03:18 - 00:21:04:13

Alex

Nice.

00:21:04:14 - 00:21:06:01

Isabella

The spring? Never. That was.

00:21:06:01 - 00:21:08:06

Alex

get I'm definitely picking up some Marcus vibes. That's awesome.

00:21:08:06 - 00:21:09:07

Alex

I love hearing you say that.

00:21:09:07 - 00:21:10:19

Alex

since we're talking about a great Segway,

00:21:10:19 - 00:21:12:04

Alex

what was it like on Impact Live?

00:21:12:04 - 00:21:16:06

Alex

did you enjoy it where there's some takeaways? Can you talk a little bit about your experience going to the event?

00:21:16:06 - 00:21:17:13

Isabella

Yeah. So I've been

00:21:17:13 - 00:21:21:20

Isabella

to several conferences before and Impact Live was

00:21:21:20 - 00:21:23:15

Isabella

by far my favorite one that I've been to.

00:21:23:15 - 00:21:28:21

Isabella

Obviously it helps that we are working with impact, but I think my favorite thing

00:21:28:21 - 00:21:34:11

Isabella

from attending the conference was the networking and being able to meet other people

00:21:34:11 - 00:21:36:18

Isabella

who are in the same position I am.

00:21:36:18 - 00:21:38:21

Isabella

I got to meet so many people who,

00:21:38:21 - 00:21:40:12

Isabella

you know, we're all sharing the same experience.

00:21:40:12 - 00:21:44:21

Isabella

So it was really refreshing and nice to hear how things were going for them.

00:21:45:04 - 00:21:47:06

Alex

I love that that's such a great point. And it's true. There's

00:21:47:06 - 00:21:48:08

Alex

so much organic,

00:21:48:08 - 00:21:54:08

Alex

conversations that happen just like that, where you meet somebody that's in a similar position or similar seat and you can bounce ideas.

00:21:54:08 - 00:21:55:17

Alex

We've even gotten ideas

00:21:55:17 - 00:21:58:04

Alex

from customers just like you have like, well, you're doing something

00:21:58:04 - 00:21:58:14

Alex

really cool.

00:21:58:15 - 00:22:01:04

Alex

That's honestly how Assignment's selling. We

00:22:01:04 - 00:22:02:16

Alex

also turned into assignment

00:22:02:16 - 00:22:08:10

Alex

recruiting for bringing in hiring on talent, and we learned that from a client. So like those are the beautiful moments that happen at

00:22:08:10 - 00:22:10:09

Alex

a conference like Impact Live, which, by the way,

00:22:10:09 - 00:22:13:05

Alex

we, I guess I can actually announce it. I said,

00:22:13:05 - 00:22:16:17

Alex

we're switching Impact live officially to endless customers live.

00:22:16:20 - 00:22:18:08

Alex

And the first one will be

00:22:18:08 - 00:22:21:08

Alex

kicking off in the spring in Chicago of 2026. So

00:22:21:08 - 00:22:22:08

Alex

hopefully we'll see you there.

00:22:22:10 - 00:22:24:08

Isabella

Yeah. I'm playing. I'm playing to be there.

00:22:24:09 - 00:22:25:00

Alex

Awesome,

00:22:25:00 - 00:22:26:09

Alex

All right. So this is my favorite part of the show.

00:22:26:09 - 00:22:29:14

Alex

I'm putting you on the spot. This might be a little tough to answer, but I love this because

00:22:29:14 - 00:22:34:11

Alex

it really just kind of brings our conversation together here. What's the one takeaway or the one thing

00:22:34:11 - 00:22:36:19

Alex

for our watchers or viewers or listeners out there

00:22:36:19 - 00:22:39:06

Alex

that you think they should take away from this conversation today?

00:22:39:06 - 00:22:45:17

Isabella

Don't be scared and just publish the content. Talk about it. Don't be scared to talk about it.

00:22:45:17 - 00:22:47:22

Isabella

that's my biggest thing, because there were some articles where I'm like,

00:22:47:22 - 00:22:52:17

Isabella

I don't know if I feel like I'm a little nervous to hit publish, but it's like, just do it.

00:22:52:17 - 00:22:52:23

Alex

Just

00:22:52:23 - 00:22:54:04

Alex

do it. I love it.

00:22:54:04 - 00:22:56:19

Alex

I love it, you heard it. Here, folks. Just do it. Don't be afraid.

00:22:56:19 - 00:23:01:12

Alex

amazing the magic that can happen if you can just get over those fears, worries, doubts, concerns. It's really cool.

00:23:01:12 - 00:23:04:19

Alex

Well, Isabella, thank you so much for taking the time to be on the show today and sharing your story.

00:23:04:19 - 00:23:05:20

Alex

I really appreciate it.

00:23:05:20 - 00:23:07:01

Isabella

Yeah. Thank you for having me.

00:23:07:04 - 00:23:10:22

Alex

Absolutely. And I definitely want to have you back on the show. Once the website launches, I want to see

00:23:10:22 - 00:23:11:21

Alex

everything rolls out and

00:23:11:21 - 00:23:15:09

Alex

new leads and sources start coming to your website.

00:23:15:09 - 00:23:16:23

Isabella

Yeah, that's I'm excited.

00:23:16:23 - 00:23:18:16

Alex

Awesome. All right. Well, thanks again.

00:23:18:16 - 00:23:24:03

Alex

And for everybody out there watching and listening. This is endless customers. I'm your host, Alex Winter. We'll catch you on the next episode.

When you sell a product that requires a homeowner to invite you into their house and spend thousands of dollars, trust is everything. That was the heartbeat of my recent conversation with Isabella White, Content Manager at Energy Swing Windows. The company is based in Pittsburgh and has been serving the region for more than 25 years with replacement windows, doors, and basement finishing. Their story isn’t just about selling better. It’s about writing content buyers are actually begging for.

In this episode of Endless Customers, we dug into what it really looks like to create content that homeowners can actually trust and use to make confident buying decisions.

Fearless content means saying what others in your industry are not willing to say. That phrase set the tone for our entire discussion. Isabella walked me through the messy world of window warranties, the frustrations of homeowners who can’t make sense of them, and the decision her team made to publish the clearest comparison guide in the region.

Let’s be honest. Lifetime warranties sound a lot like those terms and conditions on your favorite phone app. Full of promises, light on clarity, and impossible to interpret without a law degree. That’s exactly where fearless content has to step in.

What does "fearless content" really mean?

“Fearless content… is saying what others in your industry are not willing to say.” – Isabella White

Fearless content means publishing what others in your industry avoid. At IMPACT, we define it as being willing to answer The Big 5, questions buyers search for most:

Cost & Price
Problem
Versus & Comparisons
Reviews
Best in Class

These aren’t just blog topics. They are the very questions buyers type into Google before deciding who to trust with their money. For a window company, that means publishing on the exact things competitors like to avoid: how much a window really costs, the downsides of certain products, and yes, the details hidden in warranties.

Isabella explained it best: “Homeowners have questions… if you’re not the one to talk about it, someone else will.”

Fearless content fills the gap by leaning into the very topics that feel risky. That’s where the trust-building happens.

Why are warranties the perfect example of fearless content?

If you’ve ever looked at home improvement warranties, you know the drill. Everything sounds great until you start reading the fine print. Suddenly, that “lifetime coverage” doesn’t cover installation, labor, or specific parts. Homeowners are left scratching their heads.

Isabella said she couldn’t find a single competitor in her region publishing a straightforward explanation of how warranties stack up. “I can’t find this on anyone’s site… That’s scary if you’re an active homeowner in the market.”

The result is a buyer who feels stuck in a maze with missing signs. They want clarity, but the industry has built walls of legalese. That’s where Energy Swing saw an opportunity to stand out by doing the exact opposite.

Isabella partnered closely with company owner Steve, who has more than five decades of knowledge in the field. She would dig into warranty documents, ask clarifying questions, and then rewrite the content in a way homeowners could actually understand.

“We highlighted specific comparisons… here’s what it says, here’s what it means.”

The workflow looked something like this:

Identify the exact warranty language.
Pull out the sections that confuse and that matter most.
Translate it into plain English.
Provide examples of how it plays out in real life.
Add visuals and comparisons for clarity.

It’s not glamorous, but it’s effective. Giving buyers the clarity they can’t find anywhere else.

How does fearless content improve sales conversations?

Fearless content doesn’t stop at publishing. At Energy Swing, it became part of their sales process through Assignment Selling. Consultants would send homeowners articles about warranties before setting foot in the home. By the time the in-home appointment happened, the prospect was already informed and ready to ask sharper questions.

That shift lowered friction. Conversations weren’t about convincing. They were about clarifying and confirming. Isabella noted, “We’ve seen people viewing 20+ pages… in-home it’s easier with less friction.”

One sales consultant mentioned a buyer who asked about the “J channel” of a window. That’s a detail-level question that shows just how much homework buyers are doing when given the right content. When a homeowner is asking about something that specific, you know they’re not just curious. They’re serious. And that changes the dynamic of the meeting completely.

Instead of spending half the appointment explaining basics, the consultant can focus on what really matters to the homeowner. That saves time, builds credibility, and creates trust long before a contract is signed.

From my perspective at IMPACT, I’ve seen Assignment Selling transform conversations in industries far beyond home improvement. Whether it’s manufacturing, healthcare, or technology, the principle holds true. When buyers feel informed before they ever meet with you, they come to the table with confidence. And when that happens, the sales conversation stops feeling like a pitch and starts feeling like a partnership.

Moving to HubSpot for better visibility

Energy Swing had been using MarketSharp for years, but they couldn’t tie content directly to revenue. That changed when they moved to HubSpot. Suddenly, they could see contact-level behavior:

The first article a lead read
How many pages buyers were consuming before reaching out
Which pieces of content actually influenced a deal

“When I could actually see it… it was a big win. People are requesting us because of the content.”

That visibility gave the whole team motivation. Writers could see their impact. Sales could validate that Assignment Selling was working. And leadership could finally connect the dots between marketing and revenue.

From where I sit, this is one of the biggest reasons companies stall out on content. If you can’t measure what it’s doing for your business, it’s easy for people to lose faith. When you can show a sales team that the blog post you published last month directly influenced revenue this month, the energy changes in the room.

For Energy Swing, it wasn’t just better reporting. It was a culture shift. Marketing felt proud. Sales felt supported. Leadership felt confident. And everyone could see that fearless content wasn’t just an idea. It was driving growth.

How did Self-Service Tools reinforce trust?

Energy Swing also leaned into self-service. Their online pricing calculator gives homeowners actual numbers, not just a form to capture contact info. Isabella shared how their team constantly refines the messaging to make it clear what happens next.

“We’re not just taking your info… you will really get actual numbers after this.”

A short on-page video reinforces that promise. It explains what the calculator does, what kind of results buyers can expect, and how the sales team will (or won’t) follow up. It’s a small touch that prevents the experience from feeling like bait-and-switch.

The result? More trust and more completions.

What stands out most to me is how this tool flips the script on traditional selling. Most homeowners have filled out an “instant quote” form only to be hit with a phone call from someone who refuses to give a straight answer. That’s the kind of experience that erodes trust. By contrast, Energy Swing’s calculator is upfront, clear, and respectful of the buyer’s time.

And that’s the real win here. It’s not just about technology. It’s about psychology. When you give people control, you lower their guard. They feel empowered instead of pressured. That trust becomes the foundation of every future interaction.

Leadership buy-in and a coach's role in keeping momentum

Content managers can’t carry this work alone. Culture and leadership have to be behind it. At Energy Swing, that started with Steve reading Endless Customers and championing fearless content from the top. He believed in transparency and self-service long before the first article went live. His support made it clear to the entire team that content wasn’t optional. It was a core part of how the business would grow.

Then came the coaching relationship. Working with Lindsay from IMPACT gave Isabella the accountability and benchmarks to keep the cadence moving. “If I didn’t have a coach, I don’t think we’d be where we are today.”

It wasn’t just about tactics. It was about confidence. Imposter syndrome is real when you’re publishing bold content. A coach helps you navigate that and focus on the why.

From my perspective, that combination of leadership buy-in and external coaching is what separates companies that dabble in content from those that truly make it part of their DNA. Without Steve’s belief, this work might have stayed a side project. Without Lindsay’s guidance, momentum might have faded. Together, they created the structure and support Isabella needed to thrive in a role that was new to her.

Your turn to try fearless content

Energy Swing Windows shows what fearless content looks like when it moves from theory to practice. They tackled warranties, embraced Assignment Selling, used HubSpot for visibility, built a transparent pricing tool, and leaned on coaching to stay accountable. The result? Buyers who feel informed, salespeople who have better conversations, and a company that stands out for honesty.

If you’re reading this, here’s your challenge. Think of one high-friction question your buyers always ask, the kind of question most companies dodge. Within the next 30 days, commit to publishing a clear and transparent answer. Use Isabella’s workflow as your guide. Translate jargon into plain language. Compare, clarify, and publish.

That’s exactly how Energy Swing started. One question at a time, one piece of content at a time. And look at the ripple effect it created.

Want help building your first fearless article? Talk to our team at IMPACT. We’ll show you how to use the Endless Customers System™ to publish content that wins trust, improves sales conversations, and drives revenue.

Connect with Isabella White

In her role at Energy Swing, Isabella oversees the creation of our marketing content—from eye-catching graphics and social media posts to customer stories and website updates. She’s passionate about turning ideas into engaging, on-brand messaging that connects with homeowners and builds trust in our team.

Keep Learning

Watch: Sell Better: How to Close Deals Efficiently and Effectively
Read: 5 Reasons You're Losing Deals to Competitors (And How to Fix Them)
Free Assessment: Is Your Marketing Ready for the Next 5 Years?

FAQs

What industries benefit most from fearless content?
Fearless content works in any industry where buyers are asking hard questions before making a decision. That includes home services, healthcare, finance, manufacturing, technology, and professional services. If prospects are researching online, comparing options, and weighing risks, publishing honest, transparent answers will set you apart.

Does fearless content hurt my competitive position?
Not at all. Some businesses worry that sharing pricing or side-by-side comparisons gives competitors an advantage. The truth is, buyers are already searching for that information elsewhere. By addressing it directly, you become the trusted source instead of leaving the answers to chance. Far from hurting your position, it builds credibility and gives buyers confidence in choosing you.

How long does it take to see results?
Results can happen faster than you think. For example, Energy Swing saw measurable changes within just a few months—particularly in the quality of their leads and the depth of their sales conversations. The more consistently you publish, the faster you’ll see improvements in both traffic and buyer trust.

Posted On:

Sep 26, 2024

Topics:

Content Marketing Marketing Strategy Content Managers Endless Customers Podcast

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How Energy Swing Windows Wins Trust by Talking About Warranties [Endless Customers Podcast Ep. 115]

Why are warranties the perfect example of fearless content?

How did Self-Service Tools reinforce trust?

Leadership buy-in and a coach's role in keeping momentum

Your turn to try fearless content

Connect with Isabella White

Keep Learning

FAQs

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How Energy Swing Windows Wins Trust by Talking About Warranties [Endless Customers Podcast Ep. 115]

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Why are warranties the perfect example of fearless content?

How did Self-Service Tools reinforce trust?

Leadership buy-in and a coach's role in keeping momentum

Your turn to try fearless content

Connect with Isabella White

Keep Learning

FAQs

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