In a world where platforms evolve overnight and marketing tactics shift by the minute, one advantage remains rock solid: Trust.
Whether you’re leading marketing at a B2B firm or running a fast-growing service business that’s relied on referrals, you’ve probably felt the shift. What used to work (ads, trade shows, cold calls) is no longer enough. Buyers expect more. They expect you to be the most helpful, honest voice in the room.
The Endless Customers System™ (the next evolution of They Ask, You Answer) is built to make your business the most known and trusted voice in your market.
On this episode of Endless Customers, Marcus Sheridan, partner at IMPACT and author of Endless Customers (formerly They Ask, You Answer), joined us to introduce a framework that helps companies cut through the noise: The 4 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.
Visibility used to be easier. With a decent website and a few Google Ads, you were in the game. Today? Buyers are smarter, more skeptical, and moving through the sales process with almost no need to talk to you at all.
Marcus put it bluntly: “People are slower to convert, slower to fill out forms, and they’re doing more research before they even reach out.”
That’s the trust deficit in action.
Add in AI-generated content flooding search results, shrinking organic reach on social, and a buyer who’s comparing you against ten tabs at once, and suddenly, your marketing isn’t just competing. It’s drowning.
And that’s the real problem. Not your email open rates. Not your ranking for one keyword. The real issue is how you’re connecting, or failing to connect, with your audience.
Here’s the good news: the brands that commit to doing what others won’t? They’re still winning. Big time. That’s where The 4 Pillars of a Known and Trusted Brand come in.
These aren’t one-time tactics. They’re long-term behaviors that position your business as the go-to in your space.
Each of these pillars builds on the others. Together, they create a customer experience so strong that your brand becomes the go-to source in your industry. Now, let’s dive into each of these four in greater detail, starting with what it really means to say what others won’t.
It’s a story we’ve heard many times. Businesses are creating content, yet the needle isn’t moving. Why aren’t our marketing efforts generating qualified leads (or any leads at all)? Is the stuff we’re doing actually working and helping to generate revenue?
For more than 90% of these cases, the reason is clear: Companies aren’t talking about what buyers want to know.
And what do they want to know? Every question. Every fear. Every concern. When they’re searching for this information online, that’s what they’re trying to figure out.
The problem is that most companies start by creating content for "casual lookers" those people still far from making a buying decision or worse, for people who aren’t even in the market at all. Content targeting casual browsers will take much longer to yield measurable results and won't drive the sales opportunities you need.
So how do you get your content to generate real sales opportunities right now, and not in a year from now?
You flip the strategy. You start creating content for actual buyers—people who already know they’re in the market for what you offer and are closest to purchasing. By addressing their specific questions, worries, fears, and objections, you’re not only giving buyers exactly what they want, but you’re doing the same for AI.
When companies address these topics openly and honestly, they drive more leads and sales than any other subject matter. We call them The Big 5TM.
Once you learn about them, you’ll realize two things:
Here’s what they are:
Think about your own buying process. These are the topics you search for. Yet, most businesses avoid them.
They'd rather be like ostriches, metaphorically sticking their heads in the sand. We call this Ostrich Marketing.
Not smart. Especially in an age where every answer is a click away.
When you fail to address The Big 5TM online, your buyers go elsewhere. And often, that means your competitors.
This pillar is about radical transparency. If you want to earn trust, stop dodging the tough questions. Start publishing the answers buyers are actively searching for.
Done correctly, this creates a user experience your competitors can't match. You build trust before the first conversation ever happens.
Let’s take pricing as an example. In many industries, 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. Initially, they were afraid to post pricing online. They assumed people would be scared off by the high cost. Instead, it had the opposite effect. Transparency turned them into a trusted resource and significantly increased their leads.
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.
This pillar isn’t just about being transparent, it’s about becoming the go-to source buyers trust when it matters most.
When you publish content around the tough questions, you:
You stop playing defense and start owning the conversation. So, ask yourself:
That’s where you start.
Answer those questions clearly, directly, and publicly, and you’ll do what most companies won’t.
You’ll earn trust before the first call ever happens.
Pillar #2: Show what others aren’t willing to show
Video is transforming the world as we know it. Businesses that use it effectively are experiencing incredible growth. Those that ignore it? They’re being left behind.
And this trend isn’t slowing down.
The brands that win with video don’t just add it to their homepage. They build a culture around showing what others hide. They give buyers access to their people, processes, and perspectives.
Look at Opes Partners, a property investment company in New Zealand. They launched a YouTube show called The Deal. Real estate developers pitched new properties to the Opes team, answering hard questions on camera, just like Shark Tank. They showed their full vetting process, the kind of transparency most companies avoid.
That show grew their audience. But the bigger story? The Deal eventually evolved into The Property Academy Podcast, now the most listened to business podcast in New Zealand.
That’s the power of showing what others won’t.
“If a customer asks it, you should have a video for it,” Marcus says. “That’s how you make them feel seen and heard.”
Start with The Selling 7, the most effective video formats we’ve seen across hundreds of businesses.
Each of these videos answers the questions buyers are already asking. And when they can see your answers instead of just reading them, trust builds faster.
For most teams, video feels intimidating at first. The moment someone suggests filming, the usual excuses start rolling in:
What’s really behind the hesitation? Perfectionism. The fear of judgment. The pressure to make it “look professional.”
Buyers aren’t looking for perfection. They’re looking for real. They want to know who they’re working with, what the experience will feel like, and whether they can trust you to follow through.
The best place to begin? Look at your sales conversations. What are the ten questions your team hears in almost every call? That’s your content plan. Record a short video answering each one.
Once you have those videos, put them to work. Use them on your website. Share them in follow-up and assignment selling.
And this isn’t just marketing’s job. Sales reps, customer service teams, and company leaders all have voices buyers want to hear. When buyers see and hear from your team, something shifts. They feel more connected. More confident. More ready to move forward.
When video becomes part of how you communicate, everything changes.
Buyers stay on your site longer.
Sales calls become shorter and more productive.
Deals close faster because trust is already in place.
And your team becomes more approachable and memorable simply by being seen.
We’ve seen businesses cut their sales cycles in half just by sending one personalized video before the first meeting. Others saw a dramatic drop in ghosting once buyers received a short, friendly walkthrough of what to expect next.
It wasn’t flashy. It was human.
The future of sales is here, and it’s all about giving a sense of control to the buyer.
Today’s buyers aren’t avoiding salespeople because they dislike them. They’re avoiding them because they want to feel prepared. They want to make informed decisions on their terms. When they finally talk to someone, they want it to be worth their time—not a rehash of basic info they could’ve found on their own.
This leaves businesses with a choice. They can fight this trend—or they can embrace it. They can amplify the human element of selling while also enabling buyers to make progress on their own.
That’s what modern selling is about. Giving buyers more control, more clarity, and more confidence in their decision-making.
How do you do that? Start with self-service.
Self-service is a powerful way to let buyers move at their own pace. Tools like pricing calculators, configurators, and self-assessments let them explore and evaluate without pressure. These experiences, hosted right on your site, let buyers get the answers they need without having to talk to someone first.
In other words, you’re replacing what used to be a sales call with a better digital experience.
But there’s more. Assignment Selling takes them one step further. Turning your content into a trust-building asset that your sales team can use proactively. Sale reps send content like videos, articles, or your self-service tools as “homework” before a sales call. When prospects consume that content beforehand, they come into the meeting informed, aligned, and ready to talk specifics. That means:
For example, imagine a prospect books a call and immediately receives:
By the time the call happens, they already trust you—and you’re talking strategy, not surface-level info.
This is how top-performing sales teams are selling faster, with less effort, and winning better-fit deals.
Old habits. Change is uncomfortable.
Giving buyers more control can feel risky, especially if your sales culture is rooted in traditional, pitch-first methods.
But here’s the truth: Self-Service Tools and Assignment Selling don’t replace your team—they amplify them.
When buyers show up more informed, sales reps can focus on solving, not selling.
It also makes room for better-fit conversations. Buyers self-qualify earlier. Your team stops wasting time on low-probability leads. And the entire process feels more collaborative.
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.
To modernize your sales approach, start here:
When you do this well, buyers feel more in control and more confident.
While technology races forward, something else is quietly slipping away: real, human-to-human connection.
The rise of automation and AI has made business faster and more efficient—but it’s also made it easier to sound generic, robotic, and forgettable. Buyers feel it. And they’re tuning out.
That’s why this pillar matters more than ever.
People buy from people they trust. And people trust those they can relate to—those with personality, empathy, and perspective.
Marcus puts it simply: “Your ability to show empathy, authenticity, and care will always be your greatest asset. That’s what buyers remember.”
AI isn’t the problem. Misusing it is.
Too many businesses are publishing AI-generated content without adding anything human. No voice. No point of view. No lived experience. The result? Content that could’ve come from anyone. Which means it connects with no one.
It’s not just forgettable—it’s costing you trust.
Today’s buyers aren’t just looking for answers. They’re looking for signs that there are real people behind your brand. People who understand their problems. People who can help them avoid mistakes. People who stand for something.
That’s what sets you apart.
Being more human isn’t about being overly casual or emotional. It’s about making your brand feel like it has a pulse.
Here’s what this pillar looks like in action:
Personal brands beat company brands in the trust game. Buyers follow people, not logos.
That’s why this pillar isn’t optional. It’s a trust multiplier.
Use technology to amplify, not replace. AI can help you personalize campaigns, draft emails, and scale production—but it’s your stories, your tone, and your insights that bring it to life.
And sometimes, it’s the smallest personal touch that leaves the biggest impression.
After delivering a keynote, Marcus sent short, personalized video messages to attendees who had engaged during the session. The feedback? Overwhelming. Several people said that the message, not the talk, not the slides, was the most memorable part of the event.
It took just a few minutes. But it made people feel seen, heard, and valued.
That’s what it means to be more human.
Start small.
Ask this as your gut check: “Does this feel like it was made for someone—or made by a system?”
That one question can reshape your tone, your process, and your connection with buyers.
In a world of automation, being unmistakably human isn’t a weakness—it’s your most powerful differentiator.
One of the most compelling parts of Marcus’s message is his emphasis on principles over tactics.
Tactics come and go. Platforms rise and fall. Algorithms shift. What works on LinkedIn today might flop next month. The hot new AI tool will eventually get replaced.
But what doesn’t change?
Buyers still want clarity.
They still want to feel understood.
And they still want to trust the people they’re doing business with.
“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.”
That’s why the Four Pillars matter. They’re not tied to one channel, one technology, or one industry. They’re grounded in human behavior—the stuff that doesn’t change, no matter what the next marketing trend looks like.
These aren’t just strategies. They’re how you future-proof your business.
Whether you’re selling complex software or custom closets, these behaviors help you rise above the noise. They build trust that lasts longer than any ad campaign. And they help you navigate change without losing your identity.
When your foundation is built on trust, the tactics become flexible, but the mission stays the same.
The Four Pillars aren’t easy. They ask more of you than most strategies do.
They require courage to publish content that your competitors avoid.
They demand vulnerability to show your process, your pricing, your people.
They call for real change to move away from outdated sales methods and lifeless content.
And yes, that kind of change can feel uncomfortable. But as Marcus reminds us, “The discomfort of change is far less painful than the discomfort of staying stagnant.”
Because the truth is, the brands that break through aren’t the ones doing what’s safe. They’re the ones doing what others won’t.
“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.”
That’s the spirit behind the Four Pillars.
They aren’t just a playbook for growth—they’re a blueprint for becoming the most trusted voice in your market.
That’s how you stop chasing customers and start attracting them.
Not sure where to begin? Start with the easiest trust-builder: Answer one tough question your competitors won’t. Publish it. Share it. Track the response. Then, keep going.
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!
Read: How To Convince Your Boss It’s Time For a New Marketing Direction
Watch: More Leads Isn't The Answer: The Hidden Bottleneck Killing Your Growth
What’s the fastest way to build trust with buyers?
Answer their biggest questions openly, especially about pricing, problems, and comparisons.
How can I use video without a big budget?
Start with a phone or webcam. Focus on clarity and honesty, not perfection.
Do I need to create all this content myself?
No. Use your team. Interview your sales reps. Repurpose sales calls. AI tools can help, but your voice must guide them.
How do I measure trust-building content?
Track:
Time on page
Email replies
Sales call quality
Speed to close
Why should I share pricing if competitors don’t?
Because buyers are searching for it. Transparency builds trust—and filters out bad-fit leads.