Latest / Sales Pipeline Radio / Becoming the Most Known and Trusted Brand in Your Market: A Roadmap to Endless Customers

Transcript

Becoming the Most Known and Trusted Brand in Your Market: A Roadmap to Endless Customers · Sales Pipeline Radio

• 0:16
  Matt Heinz: All right.
• 0:17
  Welcome everybody to another episode of Sales Pipeline Radio.
• 0:19
  I'm your host, Matt Heinz.
• 0:20
  So excited to have so many of you here.
• 0:22
  So excited for our guests and conversations here.
• 0:24
  I wish you could have been in the virtual green room just a
• 0:27
  few, just a couple minutes ago.
• 0:29
  Marcus is already on fire, so I can't wait to release him to you all.
• 0:33
  But thank you to those of you that are watching and listening live
• 0:36
  today in the middle of your work week, in the middle of your workday
• 0:38
  if you're on LinkedIn or YouTube.
• 0:40
  Thanks for joining us if you are doing that right now.
• 0:43
  You could be part of the show.
• 0:44
  If you have a comment, if you have a question, if you have a
• 0:46
  rant or rebuttal put those in.
• 0:48
  We will see those in the comments.
• 0:49
  We will be able to respond to those as well.
• 0:52
  So thank you so much for doing those.
• 0:54
  If you are watching and listening on demand thank you
• 0:56
  for subscribing and downloading.
• 0:57
  Almost a quarter million people have downloaded Sales Pipeline Radio, and so
• 1:01
  super excited for the impact we've been able to have for people over the years.
• 1:04
  Every episode.
• 1:06
  Of this podcast, past, present, and future available always
• 1:09
  at SalesPipelineRadio.com.
• 1:11
  Super excited today to have Marcus Sheridan joining us today.
• 1:15
  He is a keynote speaker.
• 1:17
  I've seen him speak.
• 1:18
  He's phenomenal.
• 1:18
  If you're looking for a keynote, definitely look him up, author
• 1:21
  of the books, The Visual Sale, They Ask, You Answer, and his
• 1:24
  newest book, Endless Customers.
• 1:26
  Marcus, thanks for being here.
• 1:28
  Marcus Sheridan: All right, brother.
• 1:29
  Let's do this man.
• 1:30
  I am fired up today.
• 1:31
  Matt Heinz: You are fired up.
• 1:32
  Well, I wanna get right back into it.
• 1:33
  We'll talk about the book in a minute, but like you were, we started by
• 1:36
  talking about AI and just how I'm not even gonna steal your words,
• 1:40
  just so like human reaction to AI.
• 1:42
  I will just call it irrational and let you go from there.
• 1:44
  Marcus Sheridan: Yeah, it's very irrational for, you know, in my opinion.
• 1:47
  And this is the type of thing, this is subject that gets people just going.
• 1:51
  I did a post recently on LinkedIn and I got a lot of traction.
• 1:56
  Essentially it came from my daughter who works with me.
• 1:59
  She's traveled with me around the world.
• 2:01
  I mean, she is, she gets my brain.
• 2:03
  Yeah.
• 2:03
  She comes to me and she says she's 24 years old.
• 2:06
  She says, dad.
• 2:07
  I've come to realize that I just enjoy talking to AI customer service
• 2:12
  more than human customer service.
• 2:14
  And then she lists the reasons why.
• 2:16
  Yeah, she's like, they're patient.
• 2:17
  They're not grumpy.
• 2:19
  The only goal is to try to help me solve my problem.
• 2:21
  Now she's smart enough to know the difference, by the way, between AI.
• 2:25
  And some like really cheap chat bot assistant that has no value in life.
• 2:30
  Right, right, right.
• 2:31
  Which sometimes people, well, not sometimes, lots of times we see
• 2:35
  people that are skewing their previous interactions with some you know, automated
• 2:40
  telephone system or some really bad chat bot and they're calling that AI and the
• 2:47
  reality is that we don't have to talk to humans and we don't really care.
• 2:54
  What we want fundamentally Yeah.
• 2:56
  Is our problems to be solved quickly.
• 2:59
  We wanna find what we want and we wanna find it fast.
• 3:02
  And there's all these reasons and data that shows this, but this idea that the
• 3:08
  amount of comments that that post got.
• 3:11
  Yeah.
• 3:11
  First of all, the amount of people that said you never had that
• 3:13
  conversation with your daughter, which.
• 3:15
  What the heck, what is wrong with you people?
• 3:17
  Yes, I, yes, I had that conversation with my daughter.
• 3:21
  Secondly was the amount of people that said, I've never
• 3:23
  had a good interaction with AI.
• 3:26
  And truth be told if you haven't, you probably haven't used any
• 3:30
  modern AI tools because if you'd used one that had been trained
• 3:33
  properly, it's pretty extraordinary.
• 3:36
  Some of the conversations that you can have with it, and all you have to
• 3:38
  do is have a voice conversation with Chat GPT right now on your phone.
• 3:42
  And you're not gonna say, that's terrible.
• 3:45
  You're gonna say, wow, that's actually really, really impressive.
• 3:48
  So you can see that the battle lines are starting to be drawn, Matt,
• 3:52
  yeah.
• 3:52
  In terms of the clinching of the fist.
• 3:56
  Whenever anybody says, you know, AI does this pretty well.
• 3:59
  Matt Heinz: Mm-hmm.
• 4:01
  Yeah, no I literally this morning was looking at a CMOs sort of an
• 4:05
  org chart, but it was really more of an accountability chart of the
• 4:08
  work that they need done to drive a successful marketing organization.
• 4:13
  And it wasn't as org chart about where people are, as much as it was an
• 4:16
  accountability chart, here's the functions I need done, here's the work I need done.
• 4:21
  And the top half were managers sort of owning strategy and the
• 4:23
  bottom half were a bunch of agents.
• 4:25
  Right that own different components.
• 4:27
  That would've been people, that would've been junior people in
• 4:31
  the organization and now you've got agents that can do that work.
• 4:34
  It's not replacing the people.
• 4:36
  I think it's upgrading what we allow people as humans to do in that process.
• 4:40
  But our lizard brains, Marcus, think that's really scary.
• 4:43
  Our lizard brains think that like movies are becoming reality and I think
• 4:47
  sometimes it clouds us from seeing the potential that we can now accelerate
• 4:52
  ourselves into to have the job that we ultimately really want anyway.
• 4:56
  Marcus Sheridan: Yeah.
• 4:56
  Yeah.
• 4:56
  I mean, at this point, if you're not feeling somewhat superhuman, you're
• 5:00
  probably not using AI the right way, and you're probably not using
• 5:03
  it nearly as often as you should.
• 5:05
  Of course, the big debate is where's the entry level jobs at, right?
• 5:08
  It's like, what does entry level mean today?
• 5:10
  And maybe that's gonna evolve, you know, over the course of time.
• 5:13
  But it's fascinating to me.
• 5:15
  I do know this.
• 5:17
  That the market is gonna do what the market does.
• 5:20
  And I've learned that in business, Endless Customers talks about this, the
• 5:23
  how we try to fight against the tide.
• 5:26
  Mm-hmm.
• 5:26
  But the tide always comes up and then it goes down.
• 5:29
  It comes up, it goes down.
• 5:30
  It doesn't matter.
• 5:31
  It doesn't care if you move your lounge chair or not.
• 5:34
  It's gonna do what it does.
• 5:35
  Right.
• 5:35
  And so we have to understand that when it comes to the market.
• 5:40
  Matt Heinz: Yeah.
• 5:40
  Talking today on Sales Pipeline Radio with Marcus Sheridan, author of the
• 5:43
  new book, Endless Customers, famous for saving a swimming pool company in 2008.
• 5:48
  Do you have a two minute version of that story?
• 5:50
  I know some people have heard it.
• 5:51
  Yeah, sure.
• 5:52
  Some people have not.
• 5:53
  Marcus Sheridan: Yeah so I started as pool guy, 2001.
• 5:55
  Grew the business slowly, then 2008.
• 5:58
  Nearly knocked us out, thought we were gonna file bankruptcy, and the
• 6:01
  beauty of pain and suffering is that it forces us to think outside the box.
• 6:05
  I started learning a ton at that time.
• 6:07
  I was trying to save the business and I said, okay.
• 6:09
  Sounds like the way we save it is if we become the best teachers in the world
• 6:12
  when it comes to fiberglass pools online.
• 6:14
  That's right.
• 6:14
  And so we said we're gonna answer every single question
• 6:16
  that anybody's ever asked us.
• 6:18
  And we became the Wikipedia of fiberglass pools, the WebMD, if you will.
• 6:22
  And within a couple years we had the most trafficked swimming
• 6:24
  pool website in the world.
• 6:26
  And I started to write about the success we were having.
• 6:29
  And that led to a book called They Ask, You Answer, and now over a
• 6:32
  hundred thousand people have read that book, applied it to their business.
• 6:35
  We've seen extraordinary results, but times have changed with AI and so we
• 6:38
  said we have to do a new iteration and with a new name and there you have it.
• 6:43
  Endless Customers.
• 6:44
  Matt Heinz: Yeah.
• 6:44
  And I think people, that used to focus a lot on content for search engine
• 6:48
  optimization are starting to think about that as sort of GPT optimization,
• 6:52
  making sure the language learning models understand what they're doing.
• 6:54
  Yes.
• 6:54
  I don't think it changes the fundamental need for original content and ideas.
• 6:59
  And I love the idea that you took, like just questions you're getting
• 7:02
  from customers and prospects.
• 7:04
  Turn that into content.
• 7:04
  I think.
• 7:05
  I dunno if you know and Andy Crestodina at Orbit Media, if he gets a question
• 7:08
  in a biz dev process, he will turn that into a 1500 word blog post.
• 7:12
  And now he not only has the answer for other prospects, but
• 7:14
  other people's searching for him online have that as well.
• 7:18
  Marcus Sheridan: Yeah.
• 7:18
  2000. Go ahead.
• 7:19
  Everything's about signals today, right?
• 7:21
  And we gotta please three fundamental parties if we're
• 7:23
  gonna be successful going forward.
• 7:24
  Number one, we gotta please customers, we gotta be known, we gotta be
• 7:28
  found and recommended by customers.
• 7:30
  Number two, we've gotta be recommended by search engines.
• 7:33
  We gotta be known, found, recommended by them.
• 7:35
  And then number three, we gotta be known by AI.
• 7:38
  Mm-hmm.
• 7:38
  And that's not necessarily an order of importance, by the way.
• 7:41
  Yeah.
• 7:41
  And, your ability to send out signals to the market that says this is a
• 7:47
  known and trusted brand is gonna become everything to your success going forward.
• 7:52
  And along those lines, because we're talking about it, you cannot build your
• 7:56
  house on Google and think that house is gonna be built to last, friends.
• 8:00
  Right?
• 8:01
  And I don't care what SEOs tell you that have been in the game and are afraid
• 8:04
  to lose your business, you cannot build a long-term company on Google alone.
• 8:10
  It's not gonna work.
• 8:12
  Matt Heinz: Well, it's not gonna work in part because like
• 8:14
  you don't own the algorithm.
• 8:15
  It's rented land versus owned land.
• 8:16
  It's not a land you control.
• 8:19
  And so you start to think about like, what do you have control over?
• 8:22
  You have a control over what you say.
• 8:24
  Where you say it, especially if you can plant that on own land versus rented land.
• 8:28
  And how do you start to get into the hearts and minds of those
• 8:30
  customers if the platforms go away?
• 8:33
  Yeah.
• 8:33
  The relationship in someone's brain doesn't go away.
• 8:35
  And even in B2B, we focus a lot on sort of account based, and we focus a
• 8:39
  lot on the target accounts we want to go to, but the account doesn't have a
• 8:42
  soul, the account doesn't have a heart.
• 8:45
  So your ability to actually sort of live there with your
• 8:47
  customers I think is critical.
• 8:50
  And , I think we could probably both rant a little bit on sort of the short
• 8:53
  term mentality of a lot of marketers saying, I gotta hit my number tomorrow.
• 8:56
  How do I get leads this afternoon?
• 8:58
  Which yeah, you can go do some performance marketing to increase
• 9:01
  your conversion rates, but that usually does very little to build
• 9:05
  long-term equity with that audience.
• 9:07
  Marcus Sheridan: Yeah.
• 9:07
  You know, in the book we talk about what we call the four pillars
• 9:12
  of a known and trusted brand.
• 9:13
  Mm-hmm.
• 9:14
  And, Things are gonna change a lot in the coming years, as we've already stated,
• 9:18
  platforms are gonna come and go, right?
• 9:21
  You don't wanna make big bets on platforms as a forever thing, right?
• 9:24
  You wanna put big bets on our principles because they're always built to last.
• 9:28
  And so whether you know, we're talking today or in 10 years,
• 9:32
  or in 20 years, trust is gonna be fundamental to your business.
• 9:36
  Yes.
• 9:36
  So you've gotta become a known and trusted brand.
• 9:39
  Well, how do you do that?
• 9:39
  Well, here's the four pillars.
• 9:41
  Number one, you gotta be willing to say what others in your
• 9:44
  space aren't willing to say.
• 9:45
  And we got a bunch of frameworks for that.
• 9:47
  But you know, most companies essentially follow the rules they've been given by
• 9:51
  everyone else and do not address what buyers really want to know online.
• 9:56
  Mm-hmm.
• 9:56
  Okay.
• 9:56
  Mm-hmm.
• 9:56
  Number two, you gotta be willing to show with video what others in
• 9:59
  your space aren't willing to show.
• 10:01
  Most aren't thinking like a media company most having gone all in on video like
• 10:06
  they should, even though many industries are now video first, tech second, and.
• 10:10
  Three.
• 10:11
  You gotta be willing to sell in a way that others in your
• 10:13
  space aren't willing to sell.
• 10:14
  Most aren't willing to do that even though they think they've
• 10:16
  got a unique sales process.
• 10:18
  As you know, Matt, they do not.
• 10:19
  And finally, number four, you gotta be more human than others are willing to be.
• 10:23
  When I say be more human, I mean make the human connection with
• 10:27
  someone on a very deep level.
• 10:28
  And there's ways that you can do that, especially using AI in technology
• 10:32
  more than we ever have before.
• 10:33
  So those are the big four.
• 10:34
  Most don't follow.
• 10:36
  Matt Heinz: Yeah, I think you, you mentioned sort of how things are changing
• 10:39
  and I think, you know, I've been alive for a while and I've been in business
• 10:42
  for a while and I've heard things are changing rapidly for a long time and
• 10:45
  they continue to, but I think a lot about Pascal Finette and he's like, he
• 10:48
  calls himself a futurist and he talks about this thing he calls the innovation
• 10:51
  paradox, and I'm probably gonna paraphrase this poorly, but he says, the innovation
• 10:55
  that has happened in the past of fears.
• 10:57
  Appears far shallower than it actually was.
• 10:59
  Right.
• 11:00
  You think about, this incredible computer that we take for granted
• 11:03
  all the things your phone can do.
• 11:05
  Mm-hmm.
• 11:05
  That literally just 16 years ago, like mostly didn't exist.
• 11:09
  And now as we take it for granted, right?
• 11:10
  Like wifi on an airplane, that still kind of bogs my mind, right?
• 11:14
  Innovation in the future will not be nearly as steep as it
• 11:19
  feels like it will be today.
• 11:20
  And that has almost always beared out as well.
• 11:22
  And people say, well, AI may break that and go faster, but we've been
• 11:25
  talking about, sort of a post chat GPT AI world for almost three years now.
• 11:29
  And yes, things are advancing, but our ability to think of those as the new
• 11:33
  normal, our ability to normalize those things in our lives just like the phone
• 11:37
  is happening and will continue to happen.
• 11:39
  D o you buy that?
• 11:41
  Marcus Sheridan: Yeah the quote that I like the most is you cannot fit the
• 11:46
  future in the containers of the past.
• 11:48
  Mm-hmm.
• 11:49
  And it's really powerful because what happens is somebody might say,
• 11:54
  well, you know, I mean, when websites came out, you really didn't have
• 11:59
  to have a website for 10 years.
• 12:01
  Mm-hmm.
• 12:01
  And you could get away with it, but eventually you had to have a website.
• 12:04
  Matt Heinz: Right, right.
• 12:05
  Marcus Sheridan: But it's like, today, what I've seen, I don't know
• 12:07
  if you feel this way, Matt, but I feel like the rate of change.
• 12:12
  Since Chat GPT came out is faster than the rate of change from the previous decade.
• 12:17
  It's like we're seeing with each new iteration of the tech,
• 12:21
  you're like, it's son of a gun.
• 12:22
  This is extraordinary.
• 12:23
  Like deep research comes out.
• 12:25
  Yeah.
• 12:25
  A lot of people are sleeping on it and I'm like, holy freak.
• 12:28
  This is extraordinary.
• 12:30
  Right?
• 12:31
  Yeah.
• 12:31
  And you know, like agents, right?
• 12:32
  It's like, oh my goodness, are you kidding me right now?
• 12:36
  The problem is there's still so much ignorance in the market.
• 12:40
  That people just don't realize what's possible right now and really only
• 12:45
  like there's only a couple percent of people that are really into it saying.
• 12:49
  Oh my goodness.
• 12:50
  And reality is they're gonna just create, this is why you're gonna
• 12:53
  see billion dollar businesses that have a couple of employees.
• 12:56
  Yeah.
• 12:56
  I mean, it's just gonna happen.
• 12:57
  It's inevitable.
• 12:58
  Even though that's hard for people to understand.
• 13:00
  Can't fit the future in the containers of the past.
• 13:03
  Matt Heinz: I remember years ago, and I don't even know if she still does
• 13:05
  it, but Mary Meeker, who I think she was at Kleiner Perkins at the time,
• 13:08
  would do her like internet report.
• 13:09
  Right?
• 13:10
  And there was one year where she says we are not far away from for mobile
• 13:13
  being the primary platform versus like laptop or desktop and I'm not
• 13:18
  at all a futurist, so in my brain I'm like, there's no frigging way.
• 13:22
  Yeah, right.
• 13:23
  Mobile usurps like us looking like I'm on a laptop and, but there's
• 13:27
  no way that happens and now you kind of take it for granted.
• 13:29
  That's right.
• 13:30
  And so it taught me that like whenever I think something is not possible
• 13:33
  or if it's outside of my frame of reference, I'm like, that might happen.
• 13:36
  Right?
• 13:37
  You can't say that's not gonna happen.
• 13:38
  Now.
• 13:39
  You don't wanna sit here and say every flash, every fly by night,
• 13:41
  every idea, every fad is gonna stick.
• 13:44
  So I guess I ask you like, how do you identify the things that are
• 13:47
  going to have some staying power?
• 13:49
  And how do you start it?
• 13:50
  You don't need to be necessarily at the very crest of the wave, but
• 13:53
  if someone's listening, if they're in business of an entrepreneur,
• 13:56
  if they're a go to market leader.
• 13:57
  How do you try to separate the wheat from the chaff there?
• 14:00
  Marcus Sheridan: The way that has worked for me, the best far and away, Matt,
• 14:04
  is becoming very, very self-aware.
• 14:06
  And this really started for me in 2008, 2009 when I was struggling and I
• 14:09
  thought I was gonna lose the business.
• 14:11
  It's becoming very self-aware of your own behaviors online.
• 14:14
  Okay?
• 14:14
  Mm-hmm.
• 14:14
  Because I knew that I was shifting away from traditional media and I was
• 14:19
  starting to learn everything from.
• 14:22
  Online, like from websites.
• 14:24
  Mm-hmm.
• 14:24
  And so I'm like, well, if I'm going this way, obviously this is the world.
• 14:29
  It makes sense that the world would go in the same direction because this is so
• 14:32
  much easier, it's so much more effective.
• 14:34
  It's just a better UX overall in terms of learning, in terms of shopping.
• 14:38
  So I said, let's go all in on this thing called our website and
• 14:43
  not do any of that other crap.
• 14:44
  That's a distraction.
• 14:46
  And of course, you know, that decision just changed our business forever and
• 14:49
  if you become very self-aware, you start to notice things like, okay, how
• 14:53
  much more am I. Using my phone today than I was using it five years ago.
• 14:57
  How much more video am I watching today than I was watching five years ago?
• 15:01
  Like, how much stuff am I renting today versus owning five years ago?
• 15:05
  It's like there's all these trends that you represent, but you're not.
• 15:09
  Paying attention, right?
• 15:10
  Yeah.
• 15:10
  It's like, okay, how often are you not going to Google now and going to Chat GPT
• 15:15
  or Claude or something like that instead,
• 15:16
  right?
• 15:17
  See if this is happening, it means, oh, guess what?
• 15:19
  You're gonna do that more in the future, and eventually you're probably not
• 15:22
  gonna be using Google at all because you can get exactly what you want in a
• 15:26
  better answer, in a better form, in a quicker way with a different platform.
• 15:30
  Matt Heinz: And I do, I agree with you and I do think that, you don't
• 15:33
  have to wait till that 10 year point.
• 15:34
  Oh no one's gonna need a website for 10 years.
• 15:36
  Well, you don't have to wait 10 years and you don't have to start on day two, right?
• 15:39
  If you think about like innovations that came out, if you were hot to trot on
• 15:43
  YouTube from the beginning, good for you.
• 15:45
  If you did the same thing with Google Plus, well maybe
• 15:47
  that didn't work out right?
• 15:48
  LinkedIn.
• 15:49
  Awesome Clubhouse.
• 15:51
  Maybe not so much.
• 15:51
  Not so much.
• 15:51
  Right.
• 15:52
  And so you don't have to be there at the very beginning, but as things
• 15:56
  start, I mean, and I would say like a realtime example of that right now
• 15:59
  might be like Bluesky I dunno, maybe the jury's still out on Bluesky.
• 16:02
  Does that actually become a real Twitter alternative, or is that
• 16:05
  gonna be like this year's Clubhouse?
• 16:06
  I don't know.
• 16:08
  Marcus Sheridan: I'll tell you the answer.
• 16:08
  No, just like I said with Clubhouse, that was such a mega No, I could tell
• 16:13
  so quickly that was just a spur of the moment thing, and I'll tell you why.
• 16:16
  And by the way, I would call myself a futurist, but I'm really
• 16:19
  good at looking about a year and a half to two years like ahead.
• 16:23
  And with Clubhouse, it was so stinking obvious because I'm like, there's no way
• 16:26
  someone is going to spend this much time listening to people that they may or
• 16:32
  may not enjoy liking because it's never gonna create a consistent experience.
• 16:36
  And if you can't create a consistent experience, it's not gonna fly.
• 16:39
  And I was dogging Clubhouse and everybody's like, Marcus,
• 16:41
  it's gonna be awesome.
• 16:42
  I'm gonna place all my money on the one that says that
• 16:45
  platform is gonna, and it did.
• 16:48
  So, yeah.
• 16:49
  But that's why, but that's why it's, we want to be principle centric.
• 16:53
  Not platform centric.
• 16:54
  Yes.
• 16:55
  And what's gonna continue to matter?
• 16:57
  Transparency.
• 16:58
  Right?
• 16:58
  Disruption.
• 17:00
  Not following the rules that you've been given.
• 17:02
  All these things.
• 17:02
  And of course, that's what I'm trying to drive hard.
• 17:04
  So home and teach so clearly with Endless Customers
• 17:09
  . Matt Heinz: So we're running out of time with our guest today, Marcus Sheridan.
• 17:11
  Definitely wanna make sure you check out his new book, Endless Customers.
• 17:15
  You can check that out by going to EndlessCustomers.com.
• 17:17
  Before we run out of time, if people that are not proud mountaineers
• 17:21
  from the university or from West Virginia University may not know
• 17:26
  about the pepperoni roll, can you explain the pepperoni roll to people
• 17:29
  that may not be from West Virginia?
• 17:32
  Marcus Sheridan: Yeah, I mean, it's just like one of the great inventions of
• 17:35
  West by God, and the way that it works is you've got this, what feels like a
• 17:39
  homemade roll, but inside of it you've got pepperoni and cheese and they sell it.
• 17:44
  at these different convenience stores.
• 17:46
  If you throw in the microwave for about 20 seconds and then it starts to change your
• 17:50
  life and you're never the same and you take it with you the rest of your life.
• 17:53
  So if you haven't had a pepperoni roll, you haven't lived your
• 17:56
  fullest existence just yet.
• 17:57
  Matt Heinz: Can you get a decent pepperoni roll like outside regionally?
• 18:01
  I mean, you're not that far from home where you are, but I'm in Seattle?
• 18:04
  Is it even possible?
• 18:05
  Marcus Sheridan: Maybe Pittsburgh.
• 18:06
  Maybe Pittsburgh.
• 18:06
  That's about it.
• 18:08
  Yeah, that's about it.
• 18:09
  Matt Heinz: The other thing before we go, so I had, until this summer,
• 18:12
  I had never been to a Bucky's.
• 18:14
  Okay, so we did a family reunion in the Smokey Mountains.
• 18:17
  We flew into Nashville and then we drove east to to Pigeon Ford.
• 18:22
  And we started to see these billboards.
• 18:24
  Yep.
• 18:25
  And the one that got me was, it said Bucky's, 45 minutes.
• 18:29
  We understood the assignment and I still didn't know anything about Bucky's.
• 18:32
  And we get there and I'm like, boy, howdy.
• 18:34
  Did they, that's one of those things that you kind of like, I wish that it was one
• 18:37
  closer, but I don't think it would work.
• 18:39
  I think it's a, it's just a southern institution,
• 18:41
  Marcus Sheridan: but lemme just say this and this is gonna sound self-serving.
• 18:43
  'cause somehow I'm gonna find a way to bring that back to my book.
• 18:46
  And that is this Sally Hogshead says something that I just love so much, which
• 18:50
  is different, is better than better.
• 18:52
  Now Bucky's is clearly better.
• 18:55
  Yeah.
• 18:55
  But they're very, very different.
• 18:58
  And it's the reason why they have a phenomenal following is they didn't
• 19:02
  follow the rules they were given by everyone else in their space.
• 19:05
  Mm-hmm.
• 19:06
  And so if you're looking to do something extraordinary as Bucky's
• 19:08
  has done, and they're gonna just, that's a brand that's built to last.
• 19:11
  And God bless Bucky's in Texas, right?
• 19:13
  Yeah.
• 19:13
  If you're gonna build extraordinary brand, you can't follow the
• 19:16
  rules you've been given.
• 19:17
  That's why.
• 19:18
  I invite you to go to EndlessCustomers.com.
• 19:20
  Check out the book EndlessCustomers.com.
• 19:22
  You want to get it because it's gonna give you a system that you
• 19:24
  can follow to become the most known and trusted brand in your market.
• 19:29
  Matt Heinz: Marcus, you're a busy man.
• 19:30
  Thank you so much for your time today.
• 19:32
  Everyone.
• 19:33
  Check out EndlessCustomers.com.
• 19:35
  Some great content insights there.
• 19:36
  Thank you everyone for joining us.
• 19:37
  Another episode of Sales Pipeline Radio.
• 19:40
  We'll see you back here in a couple weeks.
• 19:42
  Until then have a good rest of your week.
• 19:43
  We'll see you soon.