How to Use Content Marketing to Explode Your Business

Marcus Sheridan breaks down his 'They Ask You Answer' philosophy — answering every customer question transparently through content — and how it applies directly to mortgage and real estate. He covers the Big Five content topics buyers obsess over, how to use a pre-appointment video to cut sales cycles, and why disarming language builds trust faster than any pitch. LOs who want a repeatable content system to generate inbound trust before a prospect ever calls should listen.

Takeaways you can run this week

• Create a dedicated 'who we're not a good fit for' section on your website or LinkedIn profile. Naming the borrower or scenario you don't serve makes you dramatically more attractive to those you do.
• Film a 7–12 minute '80% video' covering the top 7–10 questions prospects ask before every initial consultation (e.g., 'What drives my rate up or down?', 'What are the real closing costs?', 'Should I buy now or wait?'). Send it to every new prospect before the first call.
• Write or record content around the Big Five topics: (1) Cost/rates, (2) Problems/drawbacks, (3) Comparisons (e.g., FHA vs. conventional, rent vs. buy), (4) Reviews/third-party validation, (5) Best (e.g., 'best loan for first-time buyers'). These are the five things buyers research before contacting any company.
• Use disarming language in your content openings. Script example: 'The truth is, [your product] isn't the right fit for everyone. In fact, there are situations where [alternative] is the better choice. This video will honestly walk you through the pros and cons of both so you can decide what's best for you.'
• Record a short video that directly addresses the biggest 'elephant in the room' fear in today's market — for example, 'I want to sell but I'm afraid I won't find a home to buy.' Post it on LinkedIn, YouTube, or your website. Do not wait for the prospect to voice the fear in a meeting.
• Access Marcus's free two-hour 'They Ask You Answer' course at impactplus.com before building any content plan — it unpacks the full framework at no cost.

The playbook

1. Step 1 — List every question you get asked repeatedly in sales appointments, especially the ones that make you roll your eyes.
2. Step 2 — Categorize each question under one of the Big Five: Cost, Problems, Comparisons, Reviews, or Best.
3. Step 3 — Choose the top 7–10 questions prospects always ask before the first meeting.
4. Step 4 — Record one video (7–12 minutes) answering all of them honestly, using disarming language that acknowledges drawbacks and alternatives.
5. Step 5 — Send that video to every new prospect before the initial consultation.
6. Step 6 — Publish the same answers as individual articles or videos on your website/YouTube to capture search traffic and vet referrals who look you up after being recommended.

Worth quoting

“If you are afraid to do that, you will live in a sea of sameness. And that's way more scary.”

“The goal: they feel like they've known us before we've ever seen them, heard us before we've heard theirs.”

Best for

LOs who are getting referrals but losing prospects during the vetting phase — and who want a content system that builds trust before the first conversation happens.