Want endless customers?
Discover how to unleash the power of this iconic content framework in your business in the age of AI.
Will it work? I can say that you won’t meet a happier group than those who have successfully implemented Marcus’s ideas in their business. That is for sure (I meet them every day).
Endless Customers: They Ask You Answer 3.0 is finally here!
It’s just over 18 months since Marcus first mentioned his new book, and we’ve had various updates and discussions about certain parts of it in that time as the book was being created. By book standards, it all happened quickly, but it felt slow, especially once the manuscript disappeared into the printing process.
Straight onto the Best Sellers Lists
They Ask, You Answer, the iconic book by Marcus Sheridan (which has sold more each year since its launch – extremely rare for a business book), was updated for the AI age. In April 2025, a new version called Endless Customers is now on bookshelves and on bestseller lists.
Part 1 : Nick Burrage’s Ultra-Quick Review of Endless Customers by Marcus Sheridan
As a certified coach working with Marcus and his team, I’ve enjoyed seeing this book evolve from the original, and so I will now give you my initial impression review:
For ‘They Ask You Answer’ fans, it will represent a nice, calming voice in the age of noisy AI evangelists telling us that we need to forget everything we know, blah, blah blah. The book simply shows us how the big principles can be applied in an age of AI and that, no, we can’t just copy and paste AI content and win online. Phew. Couldn’t agree more.
For those of you just discovering Marcus Sheridan, I recommend watching some of his YouTube videos, listening to his books, which he delivers brilliantly in audio form, and generally immersing yourself in the world of Marcus Sheridan.
Why? Because this book lacks the initial hit of the Marcus Sheridan backstory. Going from almost bankrupt, crying in his car to incredible success was a hook that I know bought many people into his world.
The new book is much more of a framework and less of an inspiration.
The big win is still the big win.
The number one reason why I love helping businesses implement ‘They Ask You Answer’ or Endless Customers, as we shall now know it! – is seeing the dramatic improvement in the owners’ mental health.
Often for years and years, these people have tried various different marketing tactics that have left them disappointed and feeling somewhat conned by an agency or a method. This leaves them depressed and disillusioned ‘ Why does nothing work for us, Nick?’
This never happens in the case of ‘They Ask You Answer’ when you implement it with one of the certified coaches because you simply guarantee success.
To see people smiling away at their sales figures, sometimes still not believing they’ve done it is a joy so pure that I never fail to be moved.
Part 2: Executive Summary of Endless Customers
I know you’re busy, so this is the no-fluff, ultra-top-line version, made for business owners and marketing leaders who need the gold fast.
I’ve pulled out the key concepts and, to make it real, added a practical case study for each.
Why? Because instead of slogging through theory, you can Google the real-world examples, see how the pros have done it, and shortcut your way to action. Fast, simple, effective — the way it should be.
Let’s go:
Why Endless Customers?
‘The businesses that will dominate the next decade won’t be the ones with the best AI tools or the biggest marketing budgets. They’ll be the ones who dare to think differently about trust, transparency, and customer relationships.’
If Yale Appliance can do it, you can too.
Steve Sheinkopf of Yale Appliance transformed his family business by embracing these principles. By answering every customer question online—even the tough ones—Yale grew from a $37 million, single-store operation to a $100+ million, four-store powerhouse, thriving even through a pandemic. One bold article alone (revealing appliance reliability data) was read over a million times and generated hundreds of thousands in sales[1].
The Core Philosophy
‘If you want more customers, you need to stop doing what every other company is doing. Start giving your buyers what they want—not what you want, but what they need to feel confident and informed.’
The 4 Pillars of a Known and Trusted Brand
1. Say what others aren’t willing to say
2. Show what others aren’t willing to show
3. Sell in ways others aren’t willing to sell
4. Be more human than others are willing to be
Nick’s Notes
The trick here is not to be an ostrich hiding your head in the sand, hoping that people will still get in touch with you even though you’re leaving them deeply unsatisfied with their research into your product or service. Simply start with one question: ‘Will this induce more trust?… That’s it. That’s the question.’
If you speak with Dave who owns Roofcrafters, he’ll tell you directly that his website used to be a load of egotistical rubbish – it was about the business and how good it was. Nobody cares. RoofCrafters increased revenue by over $1 million from content alone after committing to addressing the questions and objections other roofing companies avoided[2][3] and to simply talking about the things people actually care about.
The 5 Components of Endless Customers
| Component | What It Means | Real-World Impact |
| The Right Content | Honest, buyer-focused answers to real questions (The Big 5) | RetroFoam doubled revenue and boosted leads by 2,942% by focusing on buyer questions[2][3]. |
| The Right Website | A resource, not a brochure—transparent, easy, helpful | Kaplan Early Learning saw 6X growth in online traffic and sales[2][3]. |
| The Right Sales Activities | Sales and marketing aligned, content used in sales | Mazzella Companies became the most known name in their market[2][3]. |
| The Right Technology | Tools (including AI) to scale and personalize | “By 2029, over 90% of service-based businesses will need pricing estimators to remain competitive.”[4] |
| The Right Culture | Team obsessed with learning, improvement, and buyer-first thinking | “You’re not hiring an agency—you’re building an in-house team that performs at the highest level.”[2][3] |
The Big 5: Content Topics That Drive Trust and Leads
Cost & Price
“How One Article Generated Over $35M in Sales”
A single article explaining fiberglass pool pricing saved River Pools from bankruptcy and has now generated over $35 million in sales[1].
Nick’s Notes: You may be scared to talk about price on your website, and it’s vital that we talk about price in a way that is safe for your business and valuable for site visitors. This is something that is simple to do but that still doesn’t make it easy. Talk to me or another coach!
Problems
“Sheffield Metals’ article on metal roofing problems has received more than a million views, with the corresponding video having nearly half a million views on YouTube. It’s no surprise the Sheffield Metals brand has made a massive leap within their industry in a short period of time, exploding sales and profitability along the way.”
[Chapter 6, Endless Customers]
Nick’s Notes: If you’ve ever skipped to the negative reviews of a product that you were thinking about buying, then you’ll completely understand the rationale for bringing up problems early on in the research process. If you’re stuck on implementing this right now, then get in touch, but we will be publishing guidance on this area over the coming weeks and months.
Versus & Comparisons
“RetroFoam tackled every comparison question potential customers had… Because RetroFoam gave buyers exactly what they wanted—honesty, openness, and helpful information—they’ve built one of the most trusted brands in North America for home insulation.”
[Chapter 7, Endless Customers]
Nick’s Notes: By giving people useful comparisons with your product or service and valid comparisons of related items, you’ll not only create a massive flow of web traffic, but you’ll be providing helpful information to help those really good fits for your business realise that they are a good fit for your business.
Reviews
“BTOD.com is now recognized as the leading authority on YouTube for office chairs, desks, and accessories, pulling in more than 13 million views annually.”
[Chapter 8, Endless Customers]
Nick’s Notes: this is without doubt the most overlooked but vital aspect of your online content programme. The 1st and most basic building block here is to gather reviews from every client you serve and that is why we have built an AI based review gathering system that will flood your online presence with positive reviews and replied to them. If you are reading this you can claim a free month worth £200 or $240 when you install our system with no obligation.
Best in Class
“That article has since generated over $1 million in revenue for our company in Virginia. Not only did it rank for the phrase ‘Best Pool Builders Richmond Virginia,’ but it also ranked for several of our competitors’ keywords.”
[Chapter 9, Endless Customers]
Nick’s Notes: ‘Best of’ articles are doing very well, especially in an age of AI, where we see them being sampled and quoted by AI search engines such as Google.
Video: Show What Others Won’t
‘Video is fundamentally about becoming more known and driving trust—the core purpose of Endless Customers.’
[Section 3, Endless Customers]
Opes Partners, a property investment company in New Zealand, created a YouTube show revealing their supplier selection process. This radical transparency built massive trust and led to their podcast becoming the most listened-to business show in New Zealand[1].
Nick’s Notes: By adopting video, Opes Partners truly transformed their business. As a lovely side note, it also transformed their incredible marketing guy into a shareholder in an explosively growing business!
Navigating the Zero-Click & AI Era
‘More than 50% of all Google searches end without a click… Your mission must evolve to create signals, build a recognizable brand, and own your digital space in a way that both people and AI can’t ignore.”
[Chapter 3, Endless Customers]
Case Study:
River Pools, once the most trafficked swimming pool website in the world, saw Google traffic decline—but by focusing on brand signals and authority, they continued to dominate their market and generate leads[1].
Is Endless Customers Right for You?
‘Endless Customers is for you and your business if: You aspire to make your company the most well-known and trusted brand in your market—whether you operate locally, regionally, nationally, or globally.’
[Chapter 1, Endless Customers]
How to Get Started
‘If you get Endless Customers, you’re gonna say, okay, I’ve got a plan, I’ve got a process, I know what to do, I know what the journey looks like, I know what my team should look like, and now I just have to do it.’
[Marcus Sheridan, Interview, ImpactPlus][4]
Nick’s Notes: Most companies implement the Endless Customers System over 18–24 months, starting with a company-wide Alignment Day, then publishing their first 15 Big 5 articles and videos, and building from there to a self-sufficient, high-performance team[2][3].
I know that many small businesses have implemented the system in part or in full and seen great results. For larger companies, I would strongly recommend hiring a coach to guide, support, and drive the process. I’ve seen the power of an external point of knowledge and accountability, and the transformations I have witnessed as a coach in my clients and those of my fellow coaches’ clients have been truly breathtaking.
What’s Possible?
‘Do this consistently, and you’ll capture the market’s attention, transform your company, and see numbers you never imagined.”
[Introduction, Endless Customers ]
Case Study Recap:
· Yale Appliance: $37M to $100M+ revenue, 1 to 4 stores
· River Pools: $35M+ in sales from a single article
· RoofCrafters: $1M+ revenue from content
· RetroFoam: 2,942% lead growth, doubled revenue
· Kaplan Early Learning: 6X growth in online traffic and sales
· Katherine Brown Curtains and Blinds (2-person business): 2X sales from £600k to £1.4 m
Ready to disrupt your industry and become the most trusted brand in your space?
Endless Customers gives you the roadmap—and the proof.
‘Be bolder. Be braver. Be more disruptive. And always be willing to give buyers what they need.’
I want to implement Endless Customers right now and see my business take off: what do I do?
Implementing endless customers is simple but not easy.
For every business that implements it successfully on its own without any outside support, there are dozens and dozens that fall by the wayside, unable to do the work.
The lesson is very simple: if you want to make it happen, get yourself a coach certified by Mark Sheridan who can drive the process through your business and make it enjoyable, rewarding, and, above all, a huge commercial success.
Here’s my page on Marcus’s website. If you’d like to speak with me to understand what a program looks like, simply get in touch via the contact page here.
My team and I will deliver the success you seek, and you’ll be free of marketing agencies forever.
