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:
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.
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:
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:
“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.
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.
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.
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.
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.
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.