What if total transparency was the key to doubling your sales? In this episode of the Lean Marketing Podcast, host Allan Dib sits down with Marcus Sheridan, a world-renowned communication expert, bestselling author, and keynote speaker who transformed his struggling pool company during the 2008 financial crisis by answering the tough questions no one else would. Marcus shares how businesses can leverage transparency to build trust, increase conversions, and drive revenue.  Marcus introduces his signature “They Ask, You Answer” approach, revealing the "Big Five" key topics every customer cares about: cost, problems, comparisons, reviews, and best. By addressing these topics openly, you can strengthen your marketing strategy and position yourself as a trusted authority. One of the biggest takeaways? The more you allow potential customers to help themselves through self-service tools like pricing calculators, the more trust and authority you'll build. It’s about giving them the transparency they crave while setting yourself apart from competitors.With AI reshaping SEO and search algorithms, Marcus explains how to adapt your content strategy for 2025 and beyond. Tune in to learn how to make transparency your most effective marketing tool! 00:23 Marcus Sheridan's Success Story03:19 The Big Five: Key Topics Buyers Research06:11 The Power of Transparency and Self-Service Tools29:50 The Psychology of Pricing Transparency31:05 Overcoming Common Objections to Discussing Price34:34 The Importance of Building Trust Through Content39:18 Adapting to the Evolving Landscape of Search and SEO Check out Marcus Sheridan:Website: www.priceguide.aiLinkedIn: https://www.linkedin.com/in/marcussheridan/  Check out Lean Marketing: Website: https://leanmarketing.com/Programs: https://leanmarketing.com/acceleratorBooks: https://leanmarketing.com/booksPodcast: https://leanmarketing.com/podcastLinkedIn: https://www.linkedin.com/company/successwise/YouTube: https://www.youtube.com/@LeanMarketingOfficialFree Resources: https://leanmarketing.com/learn