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Everyone's doing marketing backwards.
They lead with features. Benefits. Why they're amazing.
And it doesn't work.
Here's what works instead. Stop selling. Start teaching.
Let me show you exactly how it's done.
The problem
Rewind to 2008. Marcus Sheridan runs a small pool company in Virginia called River Pools. Him and two partners installing swimming pools.
Then the financial crisis hits like a sledgehammer.
Clients start canceling contracts left and right. By January 2009, bankruptcy is on the table.
If he goes under, he loses his house. His employees lose their jobs.
Marcus needs to generate more leads than ever before. And he has zero marketing budget to do it.
Most people would panic. Marcus does something different.
The method
Instead of pitching why River Pools is great, Marcus starts teaching everything about pools.
Every question customers had ever asked him. Every concern. Every objection. He writes it all down.
"How much does a fiberglass pool cost?" "What problems do pools have?" "Who are the best pool builders in Virginia?"
Even the uncomfortable questions everyone else avoids.
Here's the crazy part. In that Virginia article, he lists his five biggest competitors. Doesn't even include himself on the list.
Most business owners would never do this. Marcus figures his prospects already know competitors exist. They've googled them. Why pretend otherwise?
The results
The numbers are ridiculous.
Within one year, River Pools becomes the #1 swimming pool website in the world. Not #1 in Virginia. #1 globally.
That pricing article he wrote? The uncomfortable one everyone said not to publish? It's generated over $35 million in revenue.
One article. Pure teaching content.
Here's the thing Marcus discovered that if someone reads 30 pages of their website, they buy 80% of the time during sales calls.
The content became their best salesperson.
Today River Pools gets 600,000 visitors per month. They became the largest fiberglass pool installer in the country. Then started manufacturing because they had so much demand.
All because Marcus chose teaching over pitching.
My take
I see businesses every day trying to convince people why they're the best choice.
"We have 20 years experience." "Our quality is unmatched." "We care about our customers."
Boring. Everyone says that stuff.
Marcus proved something different. When you teach people instead of selling to them, they sell themselves.
His prospects arrived at sales appointments already educated. Already convinced. Already ready to buy.
Because trust beats tactics every single time.
The best part? This works for any business. Doesn't matter if you sell pools or accounting services or sandwich shops.
People have questions. Your job is to answer them honestly.
While your competitors are busy highlighting their awards and certifications, you're building trust by being helpful.
And trust is what people actually buy.
— Stephen
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