Build Trust by Saying What Others Won’t

The Duct Tape Marketing Podcast with Marcus Sheridan

In this episode of the Duct Tape Marketing Podcast, I interviewed Marcus Sheridan, renowned speaker, author of They Ask, You Answer, and a leading voice in the world of content marketing and business transparency. Marcus built the most visited swimming pool website in the world and has delivered over 750 keynotes, including TEDx appearances. His revolutionary marketing strategy focuses on one central idea: businesses that earn trust win, and they do it by saying what others won’t.

During our conversation, Marcus unpacked core principles from his latest book, Endless Customers, including how to dominate your market by becoming a known and trusted brand. We explored how customer trust, video marketing, and self-service tools aren’t just trends—they’re necessities in today’s AI-influenced digital landscape. From debunking lazy content tactics to reimagining how businesses present pricing, Marcus delivers actionable insights that challenge conventional wisdom and demand transparency at every level of the buyer journey.

If your inbound marketing feels stale or your SEO strategies are falling flat, it might be time to rethink what you’re willing to say. As Marcus says, “The rule breakers become the rule makers.”

Key Takeaways:

Trust is the Ultimate Marketing Strategy: Brands that openly address customer questions—especially around pricing, problems, and comparisons—earn customer trust and outperform competitors.
The New Rules of SEO: As AI marketing tools rise and Google becomes less reliable, companies must focus on creating value-driven content and video that educates, differentiates, and converts.
Video Content is King: A single, thoughtful video can be repurposed across your website, YouTube, TikTok, Instagram, and Facebook—maximizing content reach and sales conversion.
Media Company Mindset: Businesses must think like media companies—capturing attention across platforms and repurposing content for ongoing impact.
Self-Service Tools Drive Conversions: Tools like self-scheduling software and pricing estimators not only empower buyers but can double conversion rates by offering more control and transparency.
Embrace Transparent Selling Techniques: The most successful businesses aren’t afraid to discuss costs, risks, and trade-offs. Honest content builds long-term loyalty.
Content Repurposing Boosts Efficiency: One piece of content—especially in video format—can fuel multiple channels, reducing workload while expanding visibility.
AI Can Amplify Content Strategy: Rather than fearing AI, smart businesses use it to generate customer questions, create outlines, and brainstorm unique, value-driven content ideas.