Description

Ep.133 - Most companies avoid the hard questions because they're afraid of what buyers (or competitors) might think. Yale Appliance did the opposite, and it helped them grow 5X.

In this episode of Endless Customers, Alex Winter talks with Steve Sheinkopf, CEO of Yale Appliance, about how radical transparency and buyer-first content helped Yale go from a single-store business to a $100M+ market leader with six locations.

This is not about “doing content” because you feel like you should. It's about using content to navigate buyers through the uncomfortable stuff and earn the one thing every business needs: trust.

Highlights include:

• Why “uncomfortable questions” are your unfair advantage
• How one long-tail article exploded Yale’s traffic (and changed everything)
• How content reduces dependency on ads and frees up budget for better business investments
• What it takes to build a content-driven approach that earns trust in a crowded market

If you feel stuck competing on the same products and the same messaging as everyone else, this episode will give you a clearer path forward. You will find success if you focus on telling the truth, answering what buyers are actually searching for, and letting trust do the heavy lifting.

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#EndlessCustomers #ContentMarketing #RadicalTransparency #TrustMarketing #SalesEnablement #TheyAskYouAnswer #MarketingLeadership
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Steve Sheinkopf