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PRAISE FOR ENDLESS CUSTOMERS "Simplicity and structure are at the core of what makes EOS
® so effective, and
Endless Customers shares that same philosophy. This book presents a powerful, clear roadmap for elevating your marketing and sales, perfectly aligning with EOS. I'm confident every business running on EOS can gain tremendous value from incorporating the timeless principles of
Endless Customers into their business strategy."
-GINO WICKMAN, Author of
Traction and
Shine, Creator of EOS
® "Everybody loves the StoryBrand framework but it's just as important to execute.
Endless Customers is all about how to actually get a proper messaging campaign done so that your products get discovered by those who need them. Marcus has done us all a great favor."
-DONALD MILLER, Author of
Building a StoryBrand and CEO of StoryBrand.AI "We're proud to count IMPACT among our top partners in the HubSpot community, helping companies grow better. Through the principles of
Endless Customers, they've not only helped bring our vision of inbound marketing to life, but have also empowered many of our customers to become the most known and trusted brands in their markets."
-BRIAN HALLIGAN, YAMINI RANGAN and
DHARMESH SHAH, HubSpot
List of contents
Preface: Endless Customers: Evolving Beyond They Ask, You Answer xv
Introduction xvii
Section 1 Preview of the Endless Customers SystemTM 1 Chapter 1 Why Customer Acquisition Is Harder Than Ever-And How to Fix It 3
Chapter 2 The 4 Pillars of a Known and Trusted Brand 15
Chapter 3 Navigating the Era of Zero-Click 23
Section 2 Say What Others Aren't Willing to Say 29 Chapter 4 The Big 5 31
Chapter 5 Topic 1: Cost and Price 37
Chapter 6 Topic 2: Problems 47
Chapter 7 Topic 3: Versus and Comparisons 51
Chapter 8 Topic 4: Reviews 55
Chapter 9 Topic 5: Best in Class 61
Chapter 10 Getting Started with The Big 5 65
Section 3 Show What Others Aren't Willing to Show 71 Chapter 11 The Future of Video and Becoming a "Media Company" 75
Chapter 12 Videos That Move the Sales Needle: The Selling 7 79
Chapter 13 YouTube's Importance for Endless Customers 87
Chapter 14 The Structure for Videos That Capture and Excite 91
Chapter 15 The Power of Vertical Video on Social Media 97
Chapter 16 Getting Started with Video 103
Section 4 Sell How Others Aren't Willing to Sell 109 Chapter 17 Empower Buyers Through Self-Service 113
Chapter 18 Sell Faster and Better with Assignment Selling 135
Chapter 19 Building a Powerful Sales Culture Behind the Scenes: SMEs and Revenue Teams 149
Section 5 Be More Human Than Others Are Willing to Be 153 Chapter 20 Keeping the Human Element Intact 155
Chapter 21 Create a More Human Website with Better Messaging 161
Chapter 22 Connect Deeper with More "Human" Content 169
Chapter 23 The Future of Digital Humans in Customer Engagement 173
Section 6 A Call for Disruption 179 Chapter 24 Why Disruption Matters 181
Section 7 Putting It All Together 189 Chapter 25 Putting The 5 Components of Endless
Customers into Action 193
Chapter 26 Measuring and Tracking Your Success with Endless Customers 229
Chapter 27 Accelerating and Sustaining Your Success 241
The Pride Cycle: Why Giants Fall 245
Notes 249
Acknowledgments 251
About the Author and IMPACT 253
Index 255
About the author
MARCUS SHERIDAN is an internationally known keynote speaker, author, and business strategist who has transformed the way companies build trust and drive sales. His journey began with River Pools, where he pioneered strategies that saved the company during the 2008 recession and became the foundation for
They Ask, You Answer, the predecessor to this book. Today, as a partner at IMPACT, Marcus and his team coach businesses through the implementation of the principles in this book. IMPACT helps companies align leadership, equip teams, and execute the Endless Customers system to become the most known and trusted brand in their market.
