X Adds ‘Moment of Death’ Form To Violent Content Policy

You can apply to have a video depicting a relative’s death taken down but X can refuse.

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6 Essential Ingredients for Winning Ads [Infographic]

Some key tips for your ad creation efforts.

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New For 2025! • Certified A.i. Jobs •

Tired of promoting the same ol offer with huge refund rates, and poor rebill retention? Certified ai jobs is the newest A.i. Affiliate Marketing program online. Your lists will LOVE this. Extensive testing has gone into building this product for max EPC!

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TikTok Adds ‘Most-Loved’ Tag for Popular TikTok Shop Items

A new way to highlight top-rated products in the app.

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TikTok Reinstated in US App Stores After Assurance From the Attorney General

TikTok's available for download in the US once again. 

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Meta Warns Users Its AI Systems Will Scan DMs When Prompted

A new warning prompt could spook a lot of Meta DM users.

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How to Use AI in 2025 Without Losing Your Brand’s Voice [Endless Customers Podcast Ep. 87]

About This Episode:

If you’ve ever sat in a meeting where marketing and sales teams stare at each other like rival factions from a medieval war, you know the struggle. 

Marketers are trying to create content that drives leads, sales teams are looking for high-quality conversations, and somewhere in between, there’s a whole lot of frustration.

At IMPACT, we’ve worked with hundreds of businesses worldwide, and we see it all the time. 

The tension between these teams isn’t because they don’t want the same outcome—it’s because they’re often speaking different languages. 

And now, with AI transforming the way content is created, the divide is widening.In this episode, Alex Winter sat down with John Becker, a content trainer at IMPACT, to tackle a question that’s keeping marketers and sales pros up at night: How do we use AI to create content without losing the human element?

The AI boom—and why it matters

“AI is the new revolution. It’s the new .com bubble,” Alex remarked early in the conversation. And it’s true—everywhere you turn, there’s a new AI tool promising to make content creation effortless. ChatGPT, Claude, Jasper, you name it. However, as John pointed out, “The tool that seems great today can fold up tomorrow.”

The AI landscape is still a Wild West, full of rapid innovation and uncertainty. Companies are experimenting, but few have figured out how to truly integrate AI in a way that feels authentic and lasting. Businesses that blindly copy and paste AI-generated content into their marketing efforts run the risk of sounding just like everyone else.

And that’s the problem.

As Alex noted, “I can tell now when someone just pulled something from GPT. There are a lot of hyphenated words and weak, generic language.”

AI content, when used improperly, feels hollow. It’s technically correct but lacks warmth, perspective, and originality. So how do we leverage AI without falling into that trap?

AI as an assistant, not a replacement

John made a key point: “Any time AI is replacing you, you’re probably not doing it right.”

That’s because AI isn’t meant to replace human creativity—it’s meant to enhance it. When marketers use AI as a shortcut instead of a tool, the result is content that’s bland and interchangeable.

Instead, AI should be treated like a sparring partner, a brainstorming assistant that helps refine ideas and structure content. John shared an example:

“I was working with a content manager who had never written web copy before. He was on a tight deadline and needed to create a compelling landing page. So he wrote a rough draft and then used AI to generate five alternative versions of each headline. None of them were perfect, but they sparked new ideas and helped him refine his copy into something much stronger.”

This is AI at its best—speeding up the creative process without stripping away the human touch.

How to make AI content feel more human

So, if AI alone produces robotic content, what makes content human? 

John broke it down into a few key elements:

1. Conversational tone: AI tends to default to a formal, stilted style unless prompted otherwise. “Starting sentences with ‘but’ or using humor immediately makes writing feel more natural,” John said. Writing in a way that mimics natural speech patterns makes content easier to read and more engaging.
2. Personal stories & opinions: AI doesn’t have lived experiences, but you do. Bringing in personal anecdotes, insights, or pop culture references makes the content feel alive. When people see authentic, real-world experiences, they connect more deeply with the message. Think about how the best TED Talks or keynote speakers infuse their presentations with stories that stick with the audience.
3. Intentional imperfections: Perfectly structured, sanitized writing is forgettable. Real human communication has quirks, emotions, and even the occasional intentional grammar break. When appropriate, using sentence fragments, rhetorical questions, or casual language can make the content feel more natural and relatable.
4. Engagement & interaction: Humans respond to content that makes them think, react, or feel something. Including open-ended questions, inviting reader participation, and writing with a sense of curiosity or challenge can drive higher engagement. AI often lacks the instinct to create that emotional hook, so it’s up to the writer to infuse energy into the content.
5. Strong opinions & standpoints: AI-generated content is often neutral and lacks strong viewpoints. But great content challenges perspectives, introduces bold ideas and isn’t afraid to take a stance. Readers don’t want generic fluff—they want insight, expertise, and content that makes them think differently.

At the end of the day, audiences don’t connect with polished, corporate-speak—they connect with real people who have something valuable to say and say it in a way that resonates.

Training AI to sound like you

If you’ve ever tried to get AI to match your brand’s voice, you know it’s not as simple as hitting “generate.” As Alex put it, “You can train GPT, but you have to know how to prompt it.”

AI can learn your style over time, but it requires consistent feedback. The best way to do this is through a back-and-forth conversation with the tool:

• Start with a sample of your own writing.
• Ask AI to rewrite it in a few different styles.
• Refine it by saying, “Make it more casual,” or “Make it sound like this blog post I wrote.”

Beyond simple rewrites, AI can be trained more effectively by feeding it structured guidelines about tone, phrasing, and style preferences. Many AI tools now offer custom instructions where you can define the formality level, preferred sentence structure, and even signature phrases or quirks your brand uses.

Another effective strategy is creating a ‘voice document’—a guide that outlines your company’s tone, audience, and writing nuances. Feeding AI-specific examples from this document can help it learn and replicate your unique voice more accurately over time.

Additionally, using iterative refinement—going back and forth with AI-generated drafts, providing detailed feedback, and gradually improving its outputs—can significantly enhance its ability to reflect your brand's voice. Think of it as training an intern; the more precise your instructions and corrections, the better the results will be.

At the end of the day, AI should be a complement to your brand’s storytelling, not a substitute. By continually fine-tuning its understanding of your style, you can ensure that your content remains engaging, relatable, and unmistakably you.

AI’s role in marketing & sales alignment

One of the most overlooked benefits of AI is its ability to help marketing and sales teams work together more effectively.

As John pointed out, AI can transcribe and analyze sales calls, making it easier for marketers to extract the exact questions buyers are asking. Instead of spending an hour watching a call, marketers can ask AI: “Summarize every time the customer asked about pricing,” and immediately get relevant insights.

This means content teams can produce articles, videos, and sales materials that directly address customer concerns—without wasting hours sifting through recordings. But beyond just summarizing, AI can detect patterns in buyer concerns over time, helping teams refine their messaging and align their strategies more effectively.

Additionally, AI-driven tools like Gong and Chorus can analyze sentiment, engagement levels, and objections raised during calls. Sales teams can use this data to refine their pitches, while marketing teams can create content that preemptively addresses recurring objections, making the sales process smoother and more efficient.

AI also helps bridge the gap between departments by fostering better communication. By providing real-time insights on lead behavior and content engagement, marketing can deliver more qualified leads to sales, ensuring that conversations are more productive and closing rates improve.

Ultimately, AI isn’t just making individual tasks easier—it’s enabling a more cohesive, data-driven collaboration between marketing and sales that leads to better business outcomes.

How much time should you spend experimenting with AI?

With so many tools out there, it’s easy to get overwhelmed. But ignoring AI altogether isn’t an option either. So how much time should content managers spend testing AI tools?

John’s advice: “If you’re struggling with something, there’s probably an AI tool that can help.”

Set aside a small amount of time each week—maybe 30 minutes—to explore new AI features. Try tools like:

• Descript for video editing
• HubSpot’s Content Remix for repurposing content
• Napkin.AI for turning text into graphics

Beyond just testing tools, it's essential to document what works best for your workflow. Keeping a log of AI successes and failures can help refine your approach and save time in the future. Additionally, participating in AI-focused communities, such as LinkedIn groups or industry webinars, can provide insights into how others are successfully using AI in their content strategies.

The key is to treat AI experimentation as an investment rather than a distraction. Over time, these small blocks of learning will add up, helping you work smarter, not harder.

Remember, AI is not a substitute for authenticity 

AI should be part of your content process—but it should never replace the human element. It’s here to make you better, not to make you invisible.

The businesses that thrive in the AI age won’t be the ones producing generic, machine-written content. They’ll be the ones who use AI as a tool to amplify their voices, streamline their workflows, and focus on what truly matters: Building trust with their audience.

At the end of the day, keep it real. Stay authentic, stay creative, and always keep your audience at the heart of everything you create.

Connect with John

John Becker is a coach, trainer, marketer, speaker, and writer. A New Haven-area native, John studied at UPenn, Middlebury, and UMass, and has previously worked in both corporate and nonprofit settings.

Connect with John on LinkedIn

Keep Learning

• Watch: You Can Use AI For Personalized Sales Training
• Read: 6 Smart Ways to Speed Up Your Content Creation with AI
• Free Assessment: How Does Your Sales and Marketing Measure Up?

Author: awinter@impactbnd.com (Alex Winter)

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30 Engaging Hooks for Instagram Reels [Infographic]

Some prompts to help kick off your IG Reels creation approach.

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How the Instagram Algorithm Works [Infographic]

A simple overview of how Instagram decides who sees what posts. 

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Snapchat Funds Wildfire Recovery Project in Los Angeles

Snapchat founders Evan Spiegel and Booby Murphy are also supporting the effort. 

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Pinterest Reports Record Usage and Revenue in Q4

Pinterest is seemingly on the right track with its development. 

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How to Create Content That Stands Out and Converts More Customers

With over 7 million blog posts published daily, breaking through the noise to reach the right audience is harder than ever.

Having worked with countless teams trying to get their content to "click," I’ve seen the same mistakes repeated time and again—companies churning out content that's more about them than the people they’re trying to help.

Here’s the reality: Most content fails. A staggering 96.55% of online content gets zero traffic from Google. 

Why? Because it doesn’t solve real problems or connect with the audience in a meaningful way. 
Instead, it’s often self-centered—focused on the business, highlighting what they do and why they’re great—without considering what buyers truly need to make informed decisions.

Great content goes beyond just informing—it resonates. It solves problems, tells compelling stories, builds trust, and delivers real value.

But creating this kind of content takes intentionality. 

It’s not just about generating traffic—that’s a leading metric, not the goal. The true goal is to guide people through their decision-making process, answer their questions, and ultimately help them take action (whether that’s with you or not).

Adapting to changing audience behavior

In recent years, the way people consume and trust the content they consume has changed. AI and community platforms like Reddit have transformed how audiences seek answers, gravitating toward sources they feel are unbiased and authentic.

Not long ago, if I had a question—whether it was about dinner, a vacation spot, or how to fix something—I’d instinctively turn to Google. Today, I rely on ChatGPT for quick, personalized answers. 

Gone are the days of keyword-stuffed articles or writing solely to rank on Google. Success today is about being genuinely helpful and trustworthy—and that’s where businesses must focus to stand out.

What kind of content actually stands out and converts?

Content that stands out doesn’t focus solely on making a sale; it educates the reader. The primary goal is to provide an unbiased solution to their problem.

By giving readers a clear understanding of their challenges and potential solutions, you build trust and equip them with the information needed to make an informed decision.

This type of content answers questions honestly and thoroughly, ensuring readers feel they’ve received the full picture. It’s not about holding back or pushing for a sale—it’s about delivering value and answering questions in the way they deserve to be answered.

Standout content addresses topics that others might shy away from. It addresses difficult or overlooked issues within the industry and presents fresh, actionable solutions. This approach not only differentiates your content but also positions your brand as a trusted authority, naturally leading to conversions as a byproduct of the education and value provided.

How to measure whether your content resonates with your audience

While metrics like traffic, leads, and engagement are important, they don’t fully determine whether your content stands out.

To gauge success, ask yourself: 

• How well does your content answer your audience’s questions? 
• Does it provide open, honest, and thorough responses?

Standout content goes beyond surface-level answers. It leaves no room for doubt or further searching. When your audience feels they've received a complete answer and no longer need to look elsewhere, you know you’ve hit the mark. It’s not just about offering information; it’s about making your audience feel like they’ve found exactly what they need.

Additionally, standout content often explores topics others avoid. By diving deep into unspoken issues and offering real, actionable solutions, you build trust and establish authority, fostering stronger relationships with your audience.

I recently worked with a company facing a dilemma involving a major manufacturer in their industry. 

The company, a prominent leader in its industry, recently faced significant backlash after making a controversial decision that left customers questioning their trust. The manufacturer provided a government agency with unrestricted access to their products, a move that many felt was a breach of privacy and security.

Most companies in the industry chose to stay silent. But one company took a different approach. After a year of silence, they recognized their customers’ concerns and decided to address the situation openly. They created content that directly acknowledged the controversy, explained the facts, and addressed the myths. They also provided actionable solutions.

This approach was bold but effective. By being open about the issue and offering solutions, they not only eased customer concerns but also positioned themselves as a trusted resource. They showed they were willing to tackle difficult conversations, which ultimately built trust.

This example highlights a challenge many industries face—avoiding competitor discussions. But your customers are already comparing you to your competitors, whether you like it or not. By monitoring competitors’ content and conversations, you can ensure you’re addressing any misinformation or misconceptions in your industry. This helps you lead the conversation and build deeper trust with your audience.

Key elements to differentiate your content

To differentiate your content from competitors, especially when you're answering the same questions or targeting the same audience, focus on these key elements:

• Be unbiased: Present information impartially, offering a balanced perspective. When your audience trusts that you’re presenting both the pros and cons, they’re more likely to value your advice.

• Offer clear next steps: Don’t just answer a question—guide your audience toward actionable next steps. This doesn’t always mean “work with us”; it could be directing them to another resource or a deeper dive into the topic.

• Fully answer the question: Avoid vague responses. Ensure your content thoroughly addresses the question, leaving no room for confusion.

• Provide multiple ways to consume the content: People engage with content differently. Whether it’s a blog post, video, or guide, offer a variety of formats to meet your audience where they are.

• Solve problems, not just inform: Don’t just educate—solve problems. If your content helps your audience overcome challenges, it adds value and establishes your authority.

By incorporating these principles, you can create content that stands out, builds trust, and drives meaningful engagement.

Why doesn’t everyone create standout content?

The answer is simple: Fear.

Many companies hesitate to create content that truly resonates because they’re afraid of giving away too much. There’s this tendency to hold onto information, almost like a gatekeeper, as if keeping it locked behind closed doors gives them more control over the conversation. The logic is that if customers can find the answers they need on a company’s website, why would they need to contact the business? And if they don’t reach out, the company might miss the opportunity to sell.

But here’s the truth: Holding back limits trust and credibility. By freely sharing knowledge, you position your business as a trusted resource. This transparency builds relationships that outlast any sales pitch.

Shifting this mindset requires a change in perspective, starting with leadership. For many companies, this begins with leadership truly buying into the idea of helping people first and selling second. It’s easy to say that you're in the business of helping others, but living it is another thing entirely. Leadership needs to set the example, showing that the company’s collective knowledge and experience aren’t just meant for internal use or a select group of clients. They’re meant to be shared with anyone who could benefit from them.

Think about it—companies often boast about decades of experience on their website. So, why not share that wealth of knowledge? Instead of hoarding expertise, businesses can make the decision to be transparent and open. By doing so, they not only build trust but also guide people through their buying decisions, helping them make the best choices for their needs. Whether it’s a pool company, an IT service, or a payroll provider, people are looking for guidance, not just a pitch.

By freely sharing knowledge, businesses have the power to impact far more people, helping them solve problems and guiding them toward the right decision. It’s not just about holding onto information for the sake of controlling the conversation—it’s about realizing that the more you give, the more people you can help. And when you help people, they’ll remember you when it’s time to buy.

How can companies create standout content?

Creating standout content begins with understanding your audience and mapping out their buying journey, even before they’re ready to purchase. To do this effectively, you need to focus on four core elements:

1. Understanding your audience
2. Mapping the buying journey
3. Incorporate storytelling
4. Think beyond the product

Let’s break each of these down.

1. Understanding your audience

Start by understanding who your audience is. But let’s be clear—this doesn’t mean creating complex, fictional buyer personas with detailed, magical characteristics. Instead, focus on the real, tangible traits of the people who will buy your product. 

• What are their pain points? 
• What problems are they trying to solve? 
• What questions are they asking in the process of figuring things out?

Understanding this allows you to create content that directly speaks to their needs, addressing their worries and concerns at every stage of their journey.

2. Mapping the buying journey

Your content shouldn’t just align with your sales process, which typically begins when someone is already in the consideration or decision-making phase. Instead, you need to start much earlier—at the point where the potential customer first becomes aware of their problem.

Think about all the questions, fears, and doubts they might have as they start to recognize the pain. These are the questions they might research online, ask their friends, or look for answers within their community. All of these should inform your content strategy.

By capturing their attention early in the process, you can nurture them as they move from awareness to consideration and finally to making a decision.

3. Incorporate storytelling

Storytelling is essential to making your content memorable and relatable. Humans have always learned and connected through stories, whether it’s mythology, family tales, or modern entertainment. Storytelling is in our DNA.

When you incorporate stories into your content, you give people a way to connect with your message emotionally. People don’t just want facts; they want to understand how your product or service fits into the bigger picture of their lives and solves their problems. A compelling story allows them to see themselves in that narrative.

This is why concepts like Donald Miller’s “Building a StoryBrand” resonate so well with audiences. When you position your brand as the guide in someone’s journey (with your customer as the hero), you don’t just offer solutions—you create a deeper, more meaningful connection.

4. Think beyond the product

Your content shouldn’t just focus on your product or service—it should emphasize the transformation your audience will experience by solving their challenges. Approach your content with the intent to educate and provide value, even before someone is ready to make a purchase. This builds trust and establishes your company as a credible authority in your industry.

By sharing the knowledge you’ve accumulated and telling your own stories, you can demonstrate both expertise and empathy—two powerful ingredients for creating lasting relationships with your audience.

By focusing on these four elements, you’re setting the stage for content that not only captures attention but also nurtures prospects through their entire buying journey. 

4 Tools to help you create standout content

Great content starts with understanding your audience and mapping their journey. However, leveraging the right tools can streamline the process and ensure you create content that is both impactful and efficient.

Here are some tools and resources you should consider incorporating into your content creation strategy:

1. Custom GPTs

One of the most innovative ways to create standout content is by building a custom GPT. Tailored AI tools can be trained on your industry, products, and customer insights to help generate highly relevant, personalized content ideas and solutions. 

For example, you can train a GPT to reflect your company's tone of voice, address specific audience pain points, or assist in brainstorming blog topics and scripts. By customizing AI tools, you can make content creation faster and more aligned with your audience’s needs.

2. Tapping into community platforms

Platforms like Reddit are often overlooked but can be goldmines for content ideas. These community-driven spaces are where people ask real, raw questions as they seek help or share their experiences. This is especially valuable in industries like home services, where potential customers may search for solutions to common problems in forums. 

For example, you can find questions such as “How do I fix [specific problem]?” or “What should I expect when [service]?” These insights can inspire content that directly addresses these pain points and positions your business as a trusted expert.

3. Keyword research tools

Keyword research remains critical to understanding what your audience is actively searching for. Tools like Ahrefs and SEMrush reveal search volumes, trends, and related keywords, enabling you to optimize your content for search engines while aligning with customer intent. This ensures your content is both visible and valuable. 

These tools also help you identify gaps in your content strategy by showing you which topics are underrepresented in your industry.

4. Keywords Everywhere extension

For quick insights while browsing, the Keywords Everywhere browser extension is an excellent resource. It displays related search terms, search volume, and other helpful metrics directly in your browser. For example, when you type a question into Google, it will show you similar questions being asked and the volume of searches around each. Making it easy to validate content ideas and identify the types of questions your audience wants answered.

While these tools are powerful on their own, their real value lies in how you use them together. For example:

• Start by exploring community platforms like Reddit to identify raw, real questions from your audience.
• Validate those ideas using keyword research tools such as Ahrefs or Keywords Everywhere.
• Use a custom GPT to help you expand on those topics in a tone and style that resonates with your audience.

By combining your audience insights with these tools, you can create content that not only captures attention but also drives meaningful results. The key is not just using tools for the sake of it but integrating them into your overall strategy with a clear focus on serving your audience’s needs.

Be bold, stay curious, and trust the process

Creating standout content that resonates with your audience and drives performance doesn’t require complex strategies or tools—it starts with simple, intentional steps.

A quick win you can implement today is to end every piece of content with a clear, next-best step. Whether it’s a blog, video, or social media post, guide your audience on what they should do next. For example, direct them to read another blog, download a resource, contact your team, or watch the next video in a series. This small but powerful action helps keep your audience engaged, builds trust, and moves them along their journey with you.

Think of it this way: Great content should never leave your audience wondering, “What now?” It should always provide direction. Your content should inspire and enable your audience to take that next step confidently.

Finally, if you’re just starting to create content, remember this: There’s no such thing as too much content. Industries evolve, questions change, and the way people seek answers shifts over time. If you feel like you’ve run out of topics, it’s often a sign you’re avoiding the content that needs to be written. 

Be brave and write what your audience truly needs to hear—even if it feels vulnerable or uncomfortable. Great content is about courage and connection. 

Always ask yourself: If I were on the other side, would this content provide the answers I need? If the answer is yes, create it. 

When you put your audience first, your content will naturally perform better, and your brand will stand out as a trusted resource.

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38 Instagram Content Ideas [Infographic]

Some tips for your IG content approach. 

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Why Winning New Customers Is Harder Than Ever (And How to Fix It)

About This Episode:

If you feel like acquiring new customers is harder than ever, you’re not alone. 

Across industries, both B2B and B2C companies are seeing longer sales cycles, declining website traffic, and intense competition. 

Something has shifted, and companies that don’t adapt are feeling the impact.

In this episode, Alex Winter sits down with Marcus Sheridan, bestselling author, keynote speaker, and partner at IMPACT, to break down why businesses are struggling to close deals in today’s market—and more importantly what they can do to fix it.

So, why is it getting harder to close deals and what can businesses do right now to win more customers and build long-term trust? Let’s get into it.

5 reasons businesses are struggling to win customers

“96% of sales and marketers see sales and marketing friction as a persistent challenge,” Alex notes at the start of the conversation. That’s nearly every company.

Marcus doesn’t hesitate. “One of the biggest trends we’re seeing? Decision-makers are taking longer to make decisions.”

That alone is causing deals to stall, but that’s just the tip of the iceberg.

He breaks it down into five major reasons why businesses are struggling to close deals today:

1. Sales cycles are longer than ever

Buyers are more hesitant, cautious, and risk-averse. They’re taking their time, doing deeper research, and waiting longer before making a purchase decision.

This shift is largely due to increased access to information. Customers don’t need to rely on salespeople as much as they used to—they can gather insights from online reviews, competitor comparisons, and AI-powered search results. By the time they talk to a company, they’ve already formed strong opinions.

If your business isn’t proactively answering their questions before they reach out, you’re already behind.

2. Website traffic is down

If your website’s traffic has dipped, you’re not alone. Google’s algorithm changes and the rise of AI-powered search is making it harder for businesses to get organic visibility.

Marcus explains, “Used to be, you’d do a Google search, click on a blue link, and go to a company’s website. Now? Not so much.”

Google’s AI results, knowledge panels, and featured snippets are keeping users on Google rather than sending them to websites. Add to that the dominance of social media platforms, where users engage with content without ever clicking through, and businesses are struggling to drive organic traffic.

3. Competition is fiercer than ever

Every market is crowded. More businesses—both new and established—are competing for the same audience. And when supply is high but demand is steady, pricing wars break out.

“Companies are slashing prices just to stay in the game,” Marcus points out. “But competing on price alone is a losing strategy.”

Instead, businesses need to focus on what makes them different—not just cheaper. The companies winning today aren’t necessarily the cheapest.

They’re the ones offering more trust, transparency, and value upfront.

4. Many businesses still rely on outdated marketing models

The way companies market themselves has changed, yet many are still operating under an old-school mindset—especially those that outsource all their marketing to agencies.

“The traditional marketing agency model is becoming less effective,” Marcus says bluntly.

Why? Because agencies don’t have the deep, inside-out knowledge of your company, product, and customer experience that your own team does. 

If marketing is entirely outsourced, it often becomes generic, misaligned with sales, and disconnected from actual customer pain points.

Businesses that own their marketing in-house—by training internal teams to create valuable content and engage directly with customers—see better results than those that hand off all responsibility to an agency.

5. Brands struggle to stand out in the digital noise

It’s louder than ever online. With more businesses producing content and AI making it easier to generate marketing materials, it’s getting harder for brands to cut through the clutter.

“If no one knows who you are—or they don’t trust you—your marketing efforts won’t matter,” Marcus emphasizes.

Building a strong brand today isn’t just about being visible. It’s about being known and trusted. If your content doesn’t answer real customer questions, take strong stances, or provide meaningful insights, you’ll just blend in with the noise.

The big takeaway? Traditional marketing and sales strategies aren’t working like they used to.

The companies winning today are taking control. They’re creating valuable content in-house, answering customer questions with radical transparency, and embracing the shift toward trust-based marketing and sales.

If your business is still playing by old rules, it’s time to change the game.

How buyers have changed (and why your business needs to adapt)

If you feel like marketing strategies that worked five years ago are suddenly falling flat, you’re not imagining things. Buyers today are radically different from those in the past.

And if your business hasn’t adapted to meet these changes, you’re already losing customers to competitors who have.

Marcus breaks it down into these 4 buckets:

1. Buyers are more impatient

Patience is in short supply these days.

“We’ve all been conditioned by instant gratification,” Marcus explains. “We don’t want to wait. We want answers now.”

Think about the last time you were researching a product or service. Did you sit through a long sales pitch? Or did you try to find the information yourself as quickly as possible?

Buyers today expect companies to provide transparent, upfront information—without making them jump through hoops.

That means if your website forces people to schedule a call just to get basic pricing info, or if they have to dig through pages of generic content to find an answer, they’ll leave and go somewhere else.

2. They’re more informed 

Most buyers don’t start their journey by reaching out to a salesperson. 

“More than 80% of the buyer’s journey is completed before they even reach out to a company,” Marcus explains. 

In other words, by the time someone fills out a contact form or books a demo, they’ve already done their homework. 

They’ve read reviews. They’ve watched YouTube videos. They’ve checked out competitors. 

If your website and content aren’t helping them with that research—answering their real questions, addressing their concerns, and providing the insights they need—you’re missing the biggest opportunity to influence their decision.

3. They crave self-service options

Buyers want to be in control of their experience.

Think about it: When was the last time you wanted to talk to a salesperson before you were ready? 

Probably never.

“If people can’t get information without talking to a salesperson, they’ll move on,” Marcus says.

This is why self-service tools—like pricing calculators or interactive product configurators—are becoming a staple.

Instead of forcing potential customers to call or email for information, businesses that provide on-demand access to pricing, product details, and answers are winning more deals.

4. Buyers want answers fast

If you feel like a lot of marketing content today sounds robotic and generic, you’re not alone. 

Marcus says, “It’s bland, soulless, and lacks real opinions.” 

AI-generated blogs and formulaic corporate messaging have flooded the internet with uninspiring, forgettable content. And buyers can tell. 

The companies that stand out are the ones that tell compelling, honest stories. The ones that have a personality, take a stance and help their audience. 

If your content sounds like it was written for a business instead of real people, it’s time to rethink your approach.

So what can companies do to build trust, win more customers, and future-proof their business?

It all comes down to becoming a known and trusted brand.

Buyers today don’t just want another sales pitch. They want confidence that they’re making the right choice.

That means companies that lead with trust, transparency, and real value will have the edge.

The Four Pillars of a Known and Trusted Brand

Marcus introduces a simple but powerful framework from his new book, Endless Customers, built around four core pillars that every business must master.

Pillar 1: Say what others in your space aren’t willing to say

Most companies avoid discussing the topics buyers actually care about. The ones that tackle them head-on build trust faster.

Marcus calls these The Big Five—the top five topics customers obsess over when making a purchase:

• Cost & price: “It’s crazy how many companies refuse to talk about price,” Marcus says. “But buyers want to know. They won’t call you to ask—they’ll just go somewhere else.”
• Problems: Every buyer has fears and objections. Address them openly instead of ignoring them.
• Versus & comparisons: “People love to compare options. If you don’t provide honest comparisons, they’ll find someone who does.”
• Reviews: Not just the good ones—buyers want transparency, including what people don’t like.
• Best in class: People constantly search for “best” options. If you don’t create this content, your competitors will.

If your company isn’t addressing these topics, you’re missing out on leads every single day.

Pillar 2: Show what others in your space aren’t willing to show 

“More than 80% of time spent online is with video,” Marcus says. “And that number is only going up.”

Most businesses, however, don’t use video effectively.

Marcus introduces The Selling 7, a framework for the seven types of videos that drive the most leads and sales. One of the easiest wins?

Landing page videos.

Adding a short video next to your website forms explaining what happens after someone fills it out can double conversion rates. 

“Most companies don’t do this,” Marcus says, “but it’s one of the simplest ways to increase leads overnight.”

Pillar 3: Sell in a way others in your space aren’t willing to sell

A mind-blowing stat: 75% of buyers would prefer a seller-free sales experience.

That doesn’t mean salespeople are irrelevant—it means buyers want control over the process.

One of the best ways to adapt? Self-Service tools.

Marcus shares a powerful example: A home improvement company was struggling to generate leads. By adding a self-pricing tool on their website, they saw an explosive increase—from 200 leads per month to 700. That translated to millions in additional revenue.

The lesson? The easier you make it for buyers to self-educate and move forward on their terms, the more sales you’ll close.

Pillar 4: Be more human than others in your space are willing to be

Technology is evolving fast. AI is becoming more common in sales and marketing, but many companies use it the wrong way—making their brand feel robotic and impersonal.

Marcus argues that the smartest companies will use AI to enhance their humanity, not replace it.

For example:

• Sales teams should send video emails instead of plain text. It’s faster, more personal, and drives higher response rates.
• Brands should showcase real people. We want to do business with humans, not faceless corporations.
• AI can be used to create interactive experiences. Marcus is working on an AI-powered “Digital Marcus” that will act as a real-time, interactive assistant on his website.

Buyers trust brands that feel real, personal, and authentic.

It’s time to disrupt your industry

Most industries are filled with businesses playing it safe—sticking to the same old playbook, avoiding risks, and doing things the way they’ve always been done. But the real winners?

They break the rules. 

They challenge the status quo. 

They innovate.

Marcus sums it up perfectly, “Leaders get lazy. Then someone comes in and breaks the rules. The market likes it. The rule breaker becomes the new leader.”

If you want endless customers, the solution is clear. You must be willing to:

• Say what others won’t.
• Show what others won’t.
• Sell in a way others aren’t willing to sell.
• And be more human than others are willing to be.

Disrupt your industry by doing what no one else is willing to do.

Do that, and you’ll win more trust, close more deals, and future-proof your business

Connect with Marcus

Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of Endless Customers and They Ask, You Answer.

Connect with Marcus on LinkedIn

Learn more about Endless Customers

Keep Learning

• Read: 5 Reasons You're Losing Deals to Competitors (And How to Fix Them)
• Watch: Sell Better: How to Close Deals Efficiently and Effectively
• Learn: The Four Pillars of a Known & Trusted Brand

Author: awinter@impactbnd.com (Alex Winter)

* This article was originally published here

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A Visual Guide to TikTok Ads Manager [Infographic]

Some handy tips and insights to help set up TikTok marketing campaigns.

* This article was originally published here

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The Selling 7: 5 World-Class Product and Service Page Video Examples

We've all been there: You're ready to make a purchase online when you hit the dreaded product/service page and you're met with nothing but a grainy photo and two lines of description. Left with dozens of questions and zero answers, you're stuck guessing whether this product or service is actually what you need.

Did you feel confident making a purchase based on those two things?

Probably not.

When it comes to making a purchase—big or small—you want to ensure the product or service meets your needs. You want to see how something fits into your life before committing.

That’s where visuals come in—and not just any visuals, but engaging, dynamic content that helps you understand the product or service better.

What would’ve made you way more confident making that purchase than just a photo?

You guessed it—video.

Video has become an undeniable force in how we consume information and make decisions. Today, over 82% of all internet activity comes from video, with the average person spending 19 hours a week watching online videos. Whether browsing social media, researching on YouTube, or exploring product pages, buyers rely on video to inform their decisions. 

For businesses, this shift highlights an important truth: Video content isn’t just an optional marketing tool—it’s essential. It’s the most effective way to connect with your audience, showcase your expertise, and help potential customers decide if your product or service is the right fit.

Among the most effective video strategies is The Selling 7, a set of seven critical video types designed to address key questions and concerns throughout the buyer’s journey. One of the most impactful of these is the Product/Service Video. 

This video type allows businesses to educate buyers thoroughly, enabling them to make informed decisions in a dynamic and engaging way that text and photos simply can’t match.

🔎 Related: The Selling 7: sales and marketing videos guaranteed to get results [+VIDEO]

In a recent survey, 87% of people said they would purchase after watching a brand video. Clearly, these videos are powerful. But what makes a great product/service video? Let’s break it down.

What key elements define an effective product/service video?

A product/service video is a concise, 3–5-minute overview designed to help potential buyers quickly understand the essentials of what you offer. 

Its purpose is simple: To show people the ins and outs of what you have to offer, allowing buyers to see how it could work for them—or, more importantly, how it might not.

To achieve these, a great product/service video answers these three questions:

• What is the product or service?
• Who this product/service is and isn’t a good fit for?
• What’s the price range for this product/service?

Let’s take a closer look at each of these questions and what needs to be covered.

First, what is the product or service?

A great product or service video goes beyond listing features. It creates a memorable experience that informs, engages, and builds trust.  

For products, this means demonstrating how they work, highlighting features, and reviewing technical specifications in a straightforward, digestible way. For example, show the product being used in real-life scenarios that your audience can relate to.

For services, you can go a step further by showing footage of your team in action, whether that’s completing a task or interacting with clients. Focus on potential outcomes and deliverables while reinforcing these with visuals of satisfied customers.

This is your opportunity to spotlight your offering with stunning visuals and relatable storytelling—whether it’s a sleek shot of your latest gadget or a personable introduction to your key team members. By talking directly to potential buyers and showing your face and voice, you establish a personal connection.

Next, who this product/service is and isn’t a good fit for?

This is one of the most essential questions to answer in your video. Clearly define your ideal customer and just as importantly, explain who your product or service isn’t a good fit for.

By addressing this head-on, you can help viewers self-qualify, ensuring they move forward with confidence—or realize it’s not a fit, saving your sales team time and energy. Clearly explain the ideal circumstances where your offering excels, and be honest about situations where it might fall short.

For example, explaining that your service isn’t suited for those looking for the lowest price ensures your sales team spends less time with ill-fitting leads and more time with the right prospects. This transparency not only streamlines the buying process but also fosters trust, as viewers feel respected and informed rather than pressured.

Finally, what’s the price range for this product/service?

Your product or service video should include a clear and honest discussion of pricing. You don’t need to give the exact cost, but you should give your buyers a range in terms of what they can expect to spend. Addressing cost not only shows transparency, but it ensures your audience knows whether it aligns with their budget before reaching out.

Tip: Before ending the video, always include a clear call-to-action (CTA). Whether it’s booking a consultation, how to purchase the product, or exploring additional resources, guide viewers to the next step in their journey.

Common mistakes to avoid when creating a product/service video

When creating this type of video, it’s easy to fall into some common traps that can dilute your message or overwhelm your audience. Let’s dive into these pitfalls, starting with a real-life example:

One of our clients—a passionate CEO and subject matter expert—took the lead on their product video. They knew their product inside and out and wanted to share every detail. The result? The first cut was over nine minutes long! While the information was comprehensive, it was far too much for a potential customer to absorb in one sitting.

The feedback we gave was simple, “Think about the point where someone starts to lose focus or disengage while you’re explaining something—that’s where you stop.” 

Viewers only have the capacity to absorb so much information at once. A product or service video isn’t about sharing every detail; it’s about showing the tip of the iceberg to help the viewer make an informed decision. Remember, to guide your audience throughout your website to help them find the answers to all of their questions. 

Here are a few other mistakes we see companies make:

• Being too vague about who’s not a fit. This might seem counterintuitive, but it saves both you and potential customers time. Think about those customers who end up being a poor fit and cause frustration for your team—clearly communicating who shouldn’t buy helps filter out those situations up front.
  
• Hesitation around discussing cost remains a common issue. Including a price range isn’t just helpful—it’s expected by today’s buyers. Without this information, your audience may feel you’re hiding something, which can erode trust.
  
• Not making the video your own. While we provide a framework for creating effective videos, your company's personality should shine through. Tailor your videos to your unique brand, style, and voice. This personal touch not only sets your company apart but makes the video more memorable and relatable to your audience.

Now, let’s take a look at some companies that have outstanding videos.

5 great product and service page video examples

1. AV Architects + Builders

AV Architects + Builders is a custom home design and build firm based in Northern Virginia. They specialize in crafting luxurious, modern homes that blend indoor and outdoor living seamlessly. Their focus is on creating unique spaces for upscale buyers who seek premium, customized homes, often exceeding $1 million in value.

This video is a masterclass in tailoring a message to its target audience. AV Architects + Builders has a distinct, sophisticated style that aligns perfectly with the tastes and expectations of luxury homebuyers in the Northern Virginia and Washington, D.C., markets. The video’s polished and professional approach reflects the elegance of their brand, resonating deeply with their high-end clientele.

The messaging is clear and purposeful, helping viewers quickly determine whether AV Architects + Builders is the right fit for them. It defines good-fit and bad-fit clients, ensuring prospective buyers can see themselves—or not—in the experience the firm offers. The cinematography is stunning, with professional lighting, framing, and beautiful shots of their custom homes, effectively showcasing their expertise and craftsmanship.

While the format may not be groundbreaking, its execution is exceptional.

A cohesive point of view and high production value make the video stand out. Every detail, from the visuals to the tone, is designed to appeal to a discerning audience. The sophistication and refinement of the video mirror the aspirations and values of their target clients, offering a seamless representation of what it’s like to work with AV Architects + Builders.

The result is a video that doesn’t just communicate what AV Architects + Builders does—it speaks directly to the aspirations and values of their ideal customers.

2. Shasta Pools

Shasta Pools is a custom pool builder based in Phoenix, Arizona. They specialize in designing, building, and servicing custom swimming pools and outdoor living spaces, helping Arizona homeowners create their dream backyard oasis.

Although it’s too early to measure the results of Shasta Pools’ video, as it was posted only a few weeks ago, it already stands out in several ways. 

The video excels at clearly defining who is a good fit for their services and who isn’t, helping to set accurate expectations for potential customers and saving time for everyone involved. 

Additionally, the video’s fast-paced nature keeps viewers engaged without feeling rushed. This quick tempo allows Shasta Pools to deliver a substantial amount of information in a short amount of time while maintaining clarity and preventing the audience from feeling overwhelmed.

This video also highlights the importance of persistence in the video creation process. You might not know it, but this was their featured SME’s second video! 

Initially nervous and hesitant about being on camera, she gained confidence after seeing how the first video turned out. This newfound comfort and willingness to participate add authenticity and relatability to the content, making it more impactful. Reluctance to be on camera is a common challenge many face, but her shift in perspective demonstrates how seeing a polished, well-executed final product can boost confidence and enthusiasm.

While her presence on camera is still evolving, her improvement and growing comfort are evident. The video captures a genuine and approachable energy, which resonates well with the audience.

3. Strouse

 Strouse, a Maryland-based adhesive tape converter, specializes in creating custom adhesive solutions for industries ranging from healthcare and automotive to electronics and aerospace. Known for their innovative approach, Strouse develops versatile adhesive products that solve complex joining, mounting, and bonding challenges across diverse applications.

What makes this video stand out? It effectively demonstrates the multiple applications of their solution, highlighting not only the versatility of their adhesive products but also how they meet specific industry needs. 

The video combines high-quality visual B-roll elements with clear, concise narration, maintaining a well-paced flow that keeps viewers engaged. By showcasing real-world use cases and practical applications, it transforms an otherwise technical subject into an approachable and actionable resource.

Additionally, the video effectively communicates Strouse’s expertise and commitment to solving customer challenges. By integrating examples of their adhesive solutions in action and emphasizing their adaptability, the content builds trust and authority.

This video serves as a benchmark for creating content about solutions with multiple use cases. It shows how to present complex information in a visually appealing, well-structured, and customer-focused format, ensuring clarity and engagement.

4. CSI Accounting & Payroll

 CSI Accounting & Payroll, with offices in Minnesota and Maryland, serves small businesses nationwide by providing expert accounting, payroll, and tax solutions that simplify operations and drive growth.

They take a refreshingly creative approach to their videos, infusing their content with a unique style inspired by old detective films. Their videographer, Jordan, draws on his love for these classic detective movies, and it shows in every aspect of their video production. 

The subject matter experts are typically filmed behind desks, with lighting and framing reminiscent of a detective’s office. Music and sound effects further enhance this theme, creating a distinctive tone that sets their videos apart.

This imaginative take transforms what could be a dry, technical subject into something intriguing and memorable. It’s not just about accounting anymore—it’s about uncovering mysteries and solving problems, much like a detective. This theme resonates with viewers, as accounting often involves the same investigative spirit: tracking down issues, auditing, and solving financial puzzles.

By putting a creative spin on an otherwise routine topic, CSI Accounting & Payroll has successfully established a distinct brand voice. Their videos not only engage their audience but also reflect their expertise and personality, proving that even industries considered "boring" can be brought to life with a little creativity.

5. EW Motion Therapy

 

EW Motion Therapy, based in Alabama, is a trusted leader in physical therapy and wellness, dedicated to helping individuals improve their movement and overall health. With a focus on customized care, they offer a range of services, including physical therapy, sports recovery, and fitness programs, all designed to empower clients to achieve their health goals.

Their personal training video stands out for its bold transparency about cost—an issue many fitness services shy away from addressing directly. By openly discussing pricing, EW Motion Therapy not only demonstrates confidence in their value but also builds trust with potential clients by addressing one of the most common concerns upfront. This openness sets the tone for a client-focused approach that prioritizes clarity and respect.

The video’s visual storytelling further amplifies its impact. Using thoughtfully selected B-roll, it highlights a diverse clientele, showcasing individuals from various age groups, fitness levels, and backgrounds. This inclusive representation allows viewers to see themselves in the program, making it feel more approachable and relatable.

Starting a fitness journey can be intimidating, but EW Motion Therapy’s video breaks down these barriers. With its welcoming tone, relatable visuals, and practical focus, it invites viewers to take the first step toward a healthier lifestyle with confidence and ease.

Remember to educate your buyers

 If there’s one takeaway I hope you leave with, it’s this: educational videos are no longer optional. They’re an essential tool for businesses aiming to streamline their sales process, foster transparency, and build lasting trust with their buyers.

Authenticity is what makes these videos work. Speak from the heart, as though you’re talking to a friend, and don’t hesitate to clarify who your product or service isn’t a good fit for. Buyers respect honesty and value businesses that put their needs ahead of making a quick sale.

If you’re hesitant to get started, now is the time to act. Waiting only costs you more time and effort engaging with unqualified leads. Video is more than just a tool—it’s a powerful way to educate your audience, reduce friction in the sales process, and establish your business as a trusted authority. Begin today, and you’ll soon see the rewards of a more informed, confident, and loyal customer base.

Author: lschmidt@impactbnd.com (Lindsey Schmidt)

* This article was originally published here

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