I’m currently reading “Endless Customers – They Ask, You Answer 3.0 ” by Marcus Sheridan. I thought that I would annotate the book as I go through and share my thoughts and insights for each section, starting with section 1: Preview of Endless Customers System.
The preview has already started reshaping the way I think about building trust and attracting customers (especially in today’s digital and AI-driven world).
What stood out
📌 Customer acquisition isn’t about having the best product or service anymore. Buyers today are hyper-informed, a bit more skeptical, and definitely less patient. That means every touchpoint needs to earn trust…
💭 The golden question marketers and business owners should be asking isn’t “Will this convert?” but “Will this induce more trust?”. Every piece of content should build trust, meaning that ‘will this build trust’ will be at the forefront of all content moving forwards.
🎥 Video isn’t just a nice-to-have, it’s the selling tool now. People buy from people, and nothing builds connection faster than seeing someone’s face, tone, and authenticity in action. We are investing heavily in video so keep an eye on the Alps socials for what’s to come!
👤 Personal brands are rapidly overtaking company brands when it comes to trust-building online. I’ve been telling myself I need to build my personal LinkedIn more (I have been lacking, so starting this to hold myself accountable!). We are already implementing some of the learnings from Marcus’s previous book ‘They Ask, You Answer’ with the sales guys at Alps currently being ‘educators’, sharing knowledge and insights with our brokers. In a noisy world, it’s human stories that cut through.
🔍 The ‘Zero Click Era’. I was surprised to learn that over half of Google searches end without a click… It wasn’t until reading this that I actually realised how much I myself google things and don’t go on any websites due to summaries or FAQs being right there at the top of google! In a business sense, this pretty much means that if your content doesn’t answer questions immediately, you’re invisible.
Summary
More thoughts coming as I make my way through the book. If you’re reading it too, I would love to compare notes or discuss what’s got you thinking!
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