Turns out the fastest way to win trust isn’t a hack at all. It’s radical transparency, smart self-service, and meeting people where they already are. In this chat, Jay Schwedelson digs in with Marcus Sheridan on the four pillars that make brands truly known and trusted, why YouTube might matter more than your website, and how pricing estimators and honest comparisons become AI-era trust signals.

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Connect with Marcus on LinkedIn, check out marcussheridan.com, grab his book at endlesscustomers.com or on Amazon, and reach out if you want him to speak or train your team.

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Best Moments:

(02:00) Becoming the Wikipedia of pools saved a failing business by obsessively answering every buyer question.

(04:06) The four pillars of a known and trusted brand: say, show, sell, be more human.

(07:00) The Big Five topics that always move the needle: cost, problems, comparisons, reviews, best.

(10:13) Use Marcus’s custom GPT to spin up Big Five content titles tailored to your business.

(11:38) Your YouTube channel is quickly becoming more important than your website for discovery.

(16:19) Pricing estimators drive 3x to 5x more leads and set better sales conversations from the start.

(18:26) AI won’t recommend brands that hide pricing or shy away from negatives; transparency is a ranking signal.

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