Answering customer questions in your content with Marcus Sheridan

Welcome back to the show. I'm your host, Phil Risher. And on today's episode, we're going to be discussing how to grow your business by creating organic content with Marcus Sheridan. Thanks so much for joining us today, Marcus.

Yeah, Phil, happy to be here. It's going to be a productive day, my friend.

Yeah, I completely agree. So Marcus is the author of they Ask youk Answer and the owner of Impact, which is a sales and marketing training company. I actually read they Ask youk Answer when I got into the trades because I knew SEO, but I didn't know what to do with the trades. So if you could take us back a little bit. You were running a local pool business, I think, from 2001. You started out of college?

Yeah, yeah, yeah. Me and two buddies essentially started a swimming pool company in 2001. It was really small shop and, you know, we struggled to grow it, but we, you know, we were moving along and we had aspirations and dreams. And then 2008 hit and we thought we were going to lose the business. We really did. And it was during that time that, you know, we were struggling so bad that I said, you know, we got to figure out a different way, a better way. So I started reading about anything I could online about how to. How to generate, you know, more. More sales, more leads, etc. So I read these phrases like inbound marketing, content marketing, social media, learned about them. And you know what I really heard, Phil, was, listen, Marcus, if you just obsess with your customers, questions, worries, concerns, fears, etcetera, and you're willing to address them online, on your website, on video, etcetera, you might save your business. So I said, well, if there's one thing I can do is I listen well and I can address, I can answer those questions online. And so I sat, like, at my kitchen table one night and I brainstormed hundreds of questions that people had asked me over years. In my case, about pools, fiberglass swimming pools. And one by one, I started answering those. Well, we did on our website, through text, through video, YouTube, etc. And within a couple years, we became the most traffic swimming pool website in the world and just took off in a lot of ways. And we eventually manufactured our own fiberglass pools. We were getting so much demand, which was crazy. So we went from a just like a local installer, almost like, imagine if you're like a Chevrolet dealer and you eventually become like a huge competitor to Chevrolet as a manufacturer. And that's what we became. And in 2020, I sold the manufacturing and we became the first franchise of fiberglass pools in the US Sold that as well. I still own the original business, which is essentially what would be considered a franchisee. And that's in Virginia. It does about 150 pools a year, about $16 million in business. So it's a good business. And I have that, you know, sales marketing, coaching company. The ask you answer came from me saying, look, this stuff works so well. I didn't realize I had done a lot of innovative things, but I had. And so I was like, eventually I was like, I got to write about this and I just felt like every business owner should know about it. And they ask you answer went on to become a very successful book. First came out in 2017, second edition came out in 2020. We got a third edition that's going to be called endless customers in 2017 beginning January 2025.

Yeah, I originally read it in 2018, so right when it had come out. And what really struck me was the big five.

Yeah.

And I think a lot of people, to your point, you know, they sit at their table, they're like, there's a million questions swirling and it's like document them here. But I think that gives a good framework. Can you share what those five are and kind of how they use those?

So what I found as I was looking at the data of the content I was producing, and I've seen this now hundreds and hundreds of times with industries all over the world, is just basically five things that buyers want to before they reach out to you. And you know, today we know that the average buyer is about 80% through their buyer's journey before they reach out to a contractor or to a company, whomever it is. They've done a lot of research, they've done a lot of legwork. And many listening to this right now are like, yeah, they're, you know, oftentimes they're more informed for better, for worse than they've ever been. Right. And so there's five subjects that they research more than anything else. And here they are. Number one is aspires consumers reps us with cost and price. We want to understand how much is it, what drives cost up, what drives cost down, etc. But budget, that's number one, price. Number two is problems. Now, problems. What that is though is actually fears, worries, concerns. So whenever anybody is like looking at a pool, let's say there's a lot of fears and worries that they might have with a fiberglass pool. They might be saying, is it ugly or does it pop out of the ground or does it crack? Those are all fears. And so fears is number two. Number three is comparisons. We love to compare stuff online. You've probably, if you're listening to this, you've compared hundreds of things online over the years. But the thing is, when you compare things, we want both sides of the coin. We don't want to just, you know, have biased, like why you shouldn't or why you should buy this and not buy that. We want to know both sides of the coin. And then as buyers, consumers, we want to choose. Number four is reviews. With reviews though, we want to know the good, the bad and the ugly. And number five of the big five, best, best, most top. You know, we love searching best plus a phrase online, right? And so cost problems, comparisons, reviews and best. Those are big five. They run the economy. They literally do. They run the economy of search, the way people use the Internet. Most businesses, though, don't want to talk about these five things on their website. So if you're listening to this right now, you need to ask yourself, well, how much content do I have about those five things? If you sell five different products or services, Phil, you should have a cost article, a cost video on each one of the five that explains what drives cost up, what drives cost down, et cetera. Now people, all the time, and you might have asked this anyway, but I'm just going to jump into it. People always say, I can't talk about cost and price. Don't lie to yourself. Yes, you can. Now, you can't give necessarily an exact price, but you can give a price, okay? And so when you produce a piece of cost content, again, video or article, and you should do both on your website, here's the five things that you want to address. Number one, what drives cost up for that thing? So let's say, you know, this, this could be. Pick a service that a lot of your listeners are. Phil, just pick one for me.

Lawn care.

All right. Lawn care. So you might say, okay, there's a lot of factors that are dictate the, the price that you would spend on lawn care. Number one factor is size of lawn, right? Number two factor, you know, might be how often it gets cut. Number three might be like, what type of, you know, like what type of detail do you want? Do you just want to cut? Do you want it, you know, weeded as well? Just like, like just go down the list. So these are all factors. That's number one, what factors drive costs up? Number two, what factors drive costs down? So you want to Explain. Hey, so you know, another one in the lawn care industry is when the cost of fuel goes down, we, you know, sometimes like potentially that could cause the price to go down or up, right? Or up. It doesn't seem to go down anymore, but it only tends to go up these days, right? So sometimes there's like some type of, you know, fuel siping or something like that. So these are all factors. So number one and two, what drives cost up? What drives cost down? Number three, why are some companies expensive? Why are some companies. Number four, why are some companies cheap? Now sometimes people confuse this, but this is when you can get granular. So you might say one reason why some companies are more expensive is they have better equipment. That equipment allows you to cut the lawn in a particular way that other contractors just can't do. Another example of this is some contractors do, and some contractors do not have insurance. Some contractors do and do not have, let's say, equipment or licenses or any of these things that affect the overhead of a business. So this is when you're teaching the prospect the customer value in the marketplace so that they're not uninformed. And then finally, number five, you can talk about where you are so you can give a range for that. Okay, so what drives cost up? What drives cost down? Why are some companies so expensive? Why are some companies so cheap? And then finally, where do you fall? Those are the things you should do. But you don't have to put your exact price, but you need to address it because otherwise you're just going to annoy people, they're going to leave and they're going to find someone else that's willing to address the question.

Yeah, I completely agree. And I think if you take that framework, one of the big areas of opportunity that people always say, okay, great, I get traffic to my site, but how did I convert them into a lead? And you talk about an estimate calculator on your website of converting people to a lead. Is that kind of what you're doing?

This is a huge thing. This is a mega trend, folks. So as you listen to this right now, you need to just like accept right now, okay, within home improvement, within services space, within the next three to five years, I can almost guarantee you that everyone, Phil, is going to have some type of pricing calculator, that is estimator on their website. They're going to have it. Now. What's really, really cool is I've recently developed the simplest and fastest pricing calculator that you can use with the help of AI to go on your website and start generating immediate leads from your traffic that you're already getting. And so essentially what it is is I've got this tool called PriceGuide AI Price Guide. One word, AI. So if you go to PriceGuide AI, you get to choose, by the way. You don't have to. You don't have to give any credit card information. There's a free trial, Phil. So what I'm describing right now is like, anybody can put on their website for two weeks and literally see, is this working or is it not working? Is it worth it? Is it not worth it?

In preparation for this interview, I checked it out. It's good.

Oh, sweet. Yeah, it's super. And we've actually just, we're adding features every day, like images and stuff. But what's so cool about it is that you can select your industry and then AI will say, okay, so within that industry, there's sub industries or sub services. Which one of these services do you do? And then you can choose which services. And then it's going to say, okay, so if you're trying to give pricing, here's probably the questions you need to ask a homeowner. And so it's going to give you AI pop, pop, pop, pop. It's going to populate it for you. And then you can modify it, you can adjust it, you can adjust the questions, you can add questions, take away questions, have your own questions. You can customize it and give choices. You can. I mean, it's all types of stuff you can do, but you put in your numbers, your ranges. And so after they answer a series of questions, and it's usually like seven to ten, I wouldn't really, really recommend that much more. Now all of a sudden you can give them a range, right? And the person's like, oh, that's so helpful. And you've captured the lead, which is a big part of this, Phil. Right. It's because you got to get the dang lead and you need to build your database. And a great way to do it is with calculator, because your competitors as a whole are not doing pricing calculators. And so the cool thing about this tool, it's $19 a month, which is just stupid cheap. And it's like if you, if the average person that doesn't get a lot of traffic to the website gets one lead a day from it, think about that. 365 leads a year additional that you would get by spending $19 a month. Yeah, that's 220 bucks a year. It's Stupid, right? And that's really, really powerful.

Yeah, I completely agree. We run conversion rate optimization on websites and we usually see, like, you know, you should be getting around 10% conversion rates from traffic to leads. When you add an estimate calculator, it's usually 5 or 6% of the leads will convert into an estimate calculator.

Crazy.

It's crazy.

And it's crazy.

You're already getting to your site.

Yeah. Converting it better, and it costs you nothing. I mean, you know, you got a lot of people. It's amazing to me, Phil, how many people in home improvement are still doing traditional advertising, man. And like, saying, yeah, you know, I'm gonna spend 50,000 this year on TV or print or this or that. I'm just like, man, what were you living in, bro? Come on. I mean, get with it. There is a better way. And I know you teach us as well. A flash, right? And this is what's, you know, this is why people like you, me, we're trying to get blue collar space into the present day and age so that you can have a really successful, scalable, viable business experience. Financial peace. That's a beautiful thing. But you can't do things like everybody else always say. Four things. You want to set yourself apart and you want to become the voice of trust. You got to talk about what others in your space are not willing to talk about online. Number two, you got to show what others in your space are not willing to show. Number three, you got to be willing to sell in a way that others aren't willing to sell. Ie, pricing calculator. It's an example of selling very, very differently and showing something. It's very different. Talking about something is very different. And then finally, number four, you want to be more human than anybody else in your space in that process. Right. In the age of AI and technology, you want to humanize your sales process and make them feel like, yeah, there's a real person behind this machine, behind this laptop that I'm looking at right now. And if you do that, you're going to become the voice of trust and the most known voice in your market. That's what you want to be. If you're listening to this right now, you want to become the most known voice your market, because if you can become that voice, you have leverage. If you have leverage, that means you have margin. If you have margin, it means you have a financially successful business.

Yeah, I want to dive into that humanization part of it, because obviously, AI ChatGPT, we could take these big five plug them into ChatGPT, get 100 articles out of it. How do you bridge the gap between stepping in and maybe getting the rough outline from ChatGPT and then putting your spin on it and then making it so that it does feel like, okay, this is not just regurgitated content? Because anyone could make that stuff, right?

Anybody could. What's interesting is most still don't.

Yeah, of course.

So in other words. In other words, you know, every business in the world right now could, in the next 30 seconds, pop out a really probably pretty decent pricing article for their industry that explains what drives costs up, down, left, right? They still don't do it. Yeah, because they're not thinking like a buyer and they don't have the courage to do it. And so that's the first thing everybody must understand. Second thing to understand is you can actually use AI to become more, not less, human. You just can't be lazy in the way that you prompt and use AI. And a lot of people are lazy with it. And they're like, I want you to write a blog article, 800 Words, about how much does an average lawn care service cost? All right? No, that's laziness. Don't do that. Right. First of all, you have to understand what are the human signals that we pick up on when we're watching someone or something? They don't write perfect. Every paragraph isn't the same length. Right. There's certain words that are just different that we use. So when people look at my stuff on LinkedIn, for example, they're like, man, it's just raw. It's very human, it's very real, and you should come across that way too. Now, what you're going to see with AI is that each one of these platforms is going to continue to one up each other in terms of their skills. And so when we first started AI a couple years ago, November 2022, ChatGPT was definitely the better, the best tool, the best writing tool. What's happening is different tools are taking the lead in different areas and they're just leapfrogging each other with different updates. Today, at the time of this recording, Claude 35 Sonnet is a much better writing tool than ChatGPT if you're looking to produce content on your website. So, Claude 3.5. So you'll see this if you use it, but once again, you need to prompt it the right way. You want to say things like varied lengths of sentences. You want to say, hey, I want you to write this. From our perspective, the name of Our company is such and such. The town that we're located in is such and such. I want you to reference maybe geographical elements with the content. I want you to come across like we're speaking to the person in a coffee shop, just sitting down in a very relaxed mode. Right. It's like things. It's like these are all things that say this person's real, this person's human. You should also add a personal or customer experience to every single piece of content you produce, because that's the great divide in a lot of ways. AI is not going to make stories for you. Now. It can do that, by the way. You just got to prompt it the right way. But I would suggest if you can put your own dang stories in there, do that. So this is all stuff that is going to make the person say, wow, he gets me. He understands me. This person, you know, they. They just are in tune with my needs. I do highly recommend that you use AI, but you got to get the sandbox. This isn't going away. There's gonna be a lot of people in this industry in home improvement. They're gonna be bypassed by competitors because they're using AI better than their, you know, than everybody else in their space. It's gonna make you more efficient, it's gonna make you smarter, but it needs to make you more human. That's your job.

Yeah. One of the things that you mentioned before was that you should have a piece of content and also video with the content as well. Is that something that you would pair once you get the Always.

Yeah, yeah, always pair it. And at this point, you know, videos, what works on social, for the most part, across the board. Right. So we won't have much video, especially long form. Excuse me, you know, vertical style, short form video is, you know, whether it's your reels on Facebook, Instagram, whether it's TikTok, which I think every contractor should be doing YouTube shorts, every single contractor should be doing before and after of jobs. You should get creative with these vertical videos. This point today, you've got, you know, in your hand a better camera than anybody in Hollywood had 20 years ago. It's absolutely astonishing where we are. You have to see yourself, though, more as a media company than as a, let's say a lawn care company or as a home improvement company. It's a hard thing for people to follow, to swallow. Phil. It's like, you know, my life really changed when I said we're a media company that sells pools, because that's really how I viewed Everything. It's like I got a videographer, I got a content writer, you know, it's like, boom, we got really, really serious, like a media company. Now somebody might say, well, I'm a one man gang, I'm a two man gang. It's like, there's no way I can do that. Yeah, yeah, yeah, you can do that. Because there's people doing your industry all the time by themselves. You know, I mean, if you're in lawn care, let's say, if you're not constantly showing different photos, different images, different videos, different cool little before and afters, you know, just, just fun little stuff, right? Just, you know, how you sharpen your blades and what equipment you use and why you use it and you know how, you know, how you weed, eat and just little fun little things, man. It's like there's a story. The problem is a lot of people, especially home improvement, they take what they do for granted and they don't realize there's a cool story behind it. Everything you do in business is a story.

I agree. And I think the smaller you are, the even more advantage you are because your boots on the ground, like you're right there doing all the stuff. There's no excuse not to pull out your phone when you're bigger. You blame your technicians for not getting you this stuff and that whole thing. So. I completely agree. One of the things that I think, because you mentioned YouTube and TikTok and I know people are saying, well, what should I do, Marcus? Which one should I do? And I think I've heard you say it's principles, not platforms. And it's about being a media company and having that mindset of that I'm going to be educating people, not worried about, oh, TikTok's taking off over here. Is that right?

Yeah, I mean, so that's, it's always principles because platforms will come and go, but principles do not change, right? So it's like if I said to anybody who's listening, this is trust fundamental to your business? You're like, oh, absolutely. Will it be fundamental in 20 years? Absolutely. Well, it's a TikTok, probably not going to be here in 20 years, right? So this is, this is what, this is what the Internet has taught us. So you gotta be principle driven now in terms of how to take advantage of these platforms, whatnot. You gotta think efficiently. You take, for example, you know, short form video, this vertical video. You can post the same video on, on, on five different platforms if you wanted to. You know, whether it's Reels, whether it's shorts, whether it's tick tock, you know, you can do that, and that's working. And I certainly would, I certainly would recommend it. But you can't allow yourself to say, well, that's not my thing. You see, one thing I know for certain is the marketplace doesn't care about what is or is not your thing. Yeah, right. You say, well, video is not really my thing. Marketplace doesn't care about your opinions, they don't care about mine. They just want to see what they want to see. They want to do what they want to do. They want to learn what they want to learn. Nobody's ever been on your website before and said, gosh, I'd love to see a video, but they don't have one. That's okay, though, because I'm sure they get really nervous on camera like it's never happened. That's not how it works, y'. All. And so when we, when we say, I'm going to be an entrepreneur, we lose the right to not be aligned with the marketplace with what they want. We signed up to be aligned with the marketplace, and so that's. That's how it works. So sometimes we got to get over ourselves, you know, I know I did. You know, I'm sure you have philosophy. When you started this podcast, you weren't like the essence of comfortable, I'm sure, but now you're crushing, right? And that's how it works.

That's right. So we talk about SEO, creating content, video content. I think it all comes down to building trust with the end user. Because before you know, you go in and you see the person, you talk with them. But now it's all online and turning into leads. What are some ways that people can build trust? I know there's like maybe some videos that you can create through your sales process. How can you make it feel more human? Maybe on your website, interacting? Are there any strategies for that?

You know, one of the techniques I talk about, they ask, you answer is disarmament or disarming someone. When someone knows that you're trying to sell them something, they're guarded, arms crossed, right? So you have to disarm them, make them drop their weapons. How do you do this? You say something they don't expect, right? So let me give you an example, right? Let's say I started a company called Sheridan's Lawn Care, right? So I might say something like, you know, people ask us all the time, why should I go with Sheridan's Lawn Care? Well, the truth is, Sheridan's lawn care might not be the best fit for you. In fact, there are times when we recommend other contractors but for certain customers, Sheridan Lawn Care a great fit. So in this video I'm going to talk about who we're for, but I'm also going to talk about who we're not for. By the end, hopefully you'll have a clear sense as to whether or not we're a great fit for you. Now think about that Phil. How many people communicate like that online? It's just you don't really see it. But what every consumer wants is the ability to choose and feel like they're in charge. They don't be force fed anything. And so when you dishonor someone, you show both sides of the coin. You say something, you do something they don't expect. That's easy way to generate trust. Pricing calculator or any type of self service tool in your website. Tremendous way to generate trust. Talk about show, sell. Be more human than anybody else in your space. Tremendous way to earn more trust. Right. Integrate content into your sales process. If you're going to go meet with a homeowner tomorrow, send them a video beforehand. Maybe it's a one to one video. One to one video is so easy, so powerful. Hey Mr. Jones, going to be there tomorrow. Excited to just have that quick chat with you to be able to give you that estimate for your yard. I want you to know what I look like that way when I'm walking up your driveway. You knew exactly who I was. Person's like wow, nobody's ever done that to me before. Right. I'm very impressed with that. Right. I trust this person. I mean, you know, they're entrusting you with your yard, with their home, whatever the thing is. And so find ways to give that human touch, that you know, differentiation, man. I had this, this, this plumbing company come out to my house recently and they were booty booties on their shoes. Yeah, yeah, right. And you know those little cloth covers for shoes makes an immediate impression. Also Notice that they were 3x higher than pretty much every plumber. But you know, they're acting like they're white glove service and they're getting that because they have leverage. Right. And that's the thing about a lot of home improvement companies. They have leverage because a lot of people will call them back, won't call them back quickly. You know how it is. I mean we see it, we see it. So if you're decent man, you've got a leg up. If you're great, you're unstoppable. If you're great, plus extraordinary, you can demand incredible margins. You know, a lot of you could be running 50, 60% net profit margins. You just got to think differently because if you, if you race to the bottom, you're gonna have terrible margins, low numbers. Right. But if you're trying to be the most expensive provider in your space, that's a hell of a goal, man. That's the type of person I'm like, they get it, they get it.

Yeah. And I think it comes down to like being the resource, the authority in your space, building an amazing customer journey through the entire process. So that way people justified in their minds, like, yeah, of course they cost more because this whole thing that they have in a war chest of reasons why.

Yeah. People sometimes say to me, you know, but I'm afraid they're gonna see that we cost more and always ask the same thing. Is it possible that the fact that you cost more is actually a benefit and an advantage to the homeowner? They're like, well, actually, I guess it could be. She. You know, I've had different lessons on this in my life. I remember one time, I was probably six or seven years ago, and I'd started speaking a lot. And this world class sales trainer, Phil Jones, and I were at an event. Sesame, in his perfect English accent, marcus, how much do you charge these days? I looked down for a second, I said, well, you know, usually charging somewhere between around 12,000, 500, 15,000 per event. You know about that. He said, when you learn to say that with authority, you can be worth way more than $15,000. I said, Son of a gun. Yeah. It was so striking. I'll never forget it.

The way you deliver it. Yeah, yeah. It speaks volumes. There's a book, Dan Kennedy, no more no bs Marketing to the Affluent. And he talks a lot about that of like, your pricing actually would help separate you and the authority that you have. And how you say your pricing, people will say, wow, yeah, I'm definitely going with this one. It's more expensive. What's wrong with this one?

That's so cheap. Plus, if they see you look down, if they see you flinch, if they see you grit your teeth, there's all these elements that are like signals that tells a person you don't believe in your pricing.

Yeah.

And last thing I'll say about pricing, this is really, really interesting because people are like, marcus, I'm just so confused about this whole pricing thing. Let me just give you the quick skinny on discussing pricing, marketing versus Selling in the marketing process, when they're vetting you online, you bring up pricing early because they want to see, am I in the game? I just want to get a sense for this in the sales process. When you meet with the homeowner, you bring up pricing late. Okay. Because at that point, they already know have a sense for it, but it does need to crescendo to that point. And it's not a crescendo as in, like a bad crescendo, but it's a very, very easy crescendo, and they already have a sense for it because you've already given it to them. So I'm a sales trainer and a marketing trainer, so I'm able to comfortably tell you, yes, in sales, you bring up pricing at the end. In marketing, you bring it up at the beginning.

Yeah, that's a really good point. And I think for a lot of people, they don't. They don't think like that. They think that pricing should be hidden and then some gotcha moment. So, yeah, I completely agree. One of the things I was really curious about that I heard on one of your other interviews was about some AI Marcus popping up on your website that's going to be taking all your information and distilling it into something.

Oh, yeah, dude, it's coming. So digital avatars, digital humans, there's different names that we use for them, but just imagine this, right? Imagine that you come to the River Pools website, let's say, and I greet you, and I'm like, hey, this is Digital Marcus. It's not the real Marcus, but I'm using his brain and all the information he's ever produced to have this conversation with you right now. Now, you and I have two options right now. You can ask me any question at all about our company, about swimming pools, and I'll just be your teacher. I'll educate you, I'll help you out, and we can have a conversation that way, or I can give you an estimate right now. So you just tell me which one you prefer. Person verbally says, like to ask you some questions. Okay, good. Ask me some questions. Person says, I'd like to get a quote. Okay, let's start then. That's where this is headed. And you know, somebody watching this right now, like, man, I just don't know how that could be real. It's where we're going, y'. All.

Yeah.

And which is why they ask you answer so important, because if you haven't produced this content.

Exactly.

Your AI doesn't have the ability to use the information you haven't taught it. So the beauty of they Ask youk Answer is you produce this content through all this text, all this video that's training the AI to answer your questions, the questions you would get all the time to make it the most like you possible. I think this is coming within the next 18 months or so. It's getting better and better. We're starting to see a lot more videos where the person's able to say the thing, but it doesn't quite look perfectly human yet, but it's going to get there. And again, you know, we're seeing advancements in a week that we used to see in a year. It happens all the time. And you also have to be careful to, you know, you can't fit the future in the containers of the past. So you can't base what's going to happen with AI on what you've experienced up to this point. It's not how this is going to work, y'.

All.

It's a different game, it's a different world. And so that's why you got to be prepared to move a lot faster now. I don't feel sorry for anybody, though. That's the world we're in. And so let's do it, y'. All. Let's. Let's attack the thing. Let's go at it.

Yeah. And I think creating all this content, to your point, you're. You have now all of this content that you can train AI, and it doesn't just stop with Avatar on your website. Think about your CSRs. Eventually, that could be an AI, something.

Correct.

Training for your technicians out in the field, asking questions on the job, training of video. I mean, there's so many ways to utilize this, and you're basically building a library of your company and your brain.

That's exact. That's exactly it, Phil. And that's the vision that everyone needs to have, you know, and which is why you got to get in the sandbox with AI and you have to start saying to yourself, could AI do this? Could it do this 80%, 85% as well as I could do it? If the answer is yes, get on it. And you can actually go to AI and ask. You can literally say, hey, I got these things, these tasks, these difficulties. How could you help me do that? It'll tell you. It was like, yeah, I could do that for you, or I can't do that, but it'll tell you, yeah, it's crazy.

And so endless customers. What is this book about?

Yeah, this is v3 of the Ask youk Answer. And the buyer's changing, so the book needs to evolve with it. AI is now here, fully present. So I needed to produce a lot of stuff on AI. Plus, I've tried to framework it even better for those that are familiar with eos. This is. I want it to be the eos, the, you know, the traction, if you will, of sales and marketing to be a very clear system that you could follow.

That's awesome. I'm excited to read it. I love reading it.

Me, too, man. Thank you.

Yeah, for sure.

Cool.

Well, Marcus, this has been great. Where should people go to get in contact with you or learn more about what you're doing?

Yeah, I'm great on LinkedIn. You can certainly connect with me there. You can reach out to me direct email. Marcus. Marcus sheridan.com. make sure you sign up for that calculator. If you're listening to this price guide, AI, start using it, start getting those leads. I mean, I'm improving it on the weekly right now. It's very, very exciting. You can beat your competitors to this and you can do it for a very low cost. But, yeah, Phil, I loved being on here. I love this industry. I love home improvement. I love contractors. And so it's nice to be able to, you know, talk to my people.

Yeah, likewise. Well, it's been a pleasure getting to know you and look forward to reading the next book and staying in touch on LinkedIn.

Yeah, sure thing.

All right, thanks, man.