This week, during a training course, I was introduced to Marcus Sheridan’s new book, Endless Customers. Having previously read his insightful They Ask, You Answer, I was intrigued to see how his strategies have evolved, especially considering the rapid advancements in AI and how they influence customer behaviour.

Sheridan’s latest work delves into the changing landscape of consumer trust and how businesses can adapt to remain relevant and trusted sources in their industries.

Embracing ‘Endless Customers’ in Your Wellness Business

In Endless Customers, Marcus Sheridan emphasises the importance of building trust in an era where AI provides instant answers, and consumers are more informed than ever. He introduces a framework based on four pillars:

1. Say What Others Won’t: Address the questions and concerns that others in your industry might avoid. Transparency builds trust.

2. Show What Others Don’t: Utilise video and other visual content to provide insights into your services, processes, and values.

3. Sell in a Way Others Can’t: Focus on educating your clients, allowing them to make informed decisions rather than pushing sales.

4. Be More Human: In an age dominated by technology, showcasing the human side of your business can set you apart.

By implementing these pillars, wellness businesses can differentiate themselves, foster deeper connections with clients, and navigate the challenges posed by the digital age.

What This Looks Like in Real Life

Let’s say you run a Pilates studio. You’re getting plenty of Instagram likes but… not many new bookings.

Now imagine this:

• You write a blog post titled “Reformer vs. Mat Pilates: What’s Right for You?”, and you give honest, practical advice – including the fact that some people actually prefer mat work (even though reformer’s more expensive!).

• You pop a quick, casual video on your homepage saying “Hi, I’m Sarah – here’s exactly what to expect in your first class, and yes, you can come even if you haven’t exercised in 10 years.”

• You include your pricing clearly on your site, and break down what’s included, so people don’t feel like they’re stepping into the unknown.

All of that shows you’re confident, transparent, and care about the client’s experience – not just making a sale. That’s what builds trust.

And if someone’s been looking at 3 different wellness businesses in their area? That trust will be what tips the balance in your favour.

Will it work for you?

If your content feels a bit dated, vague, or ‘just like everyone else’s’, this might be the refresh you need.

Start small. Here are a few ideas to help you implement the ‘Endless Customers’ approach:

• Write the blog you wish someone else had written.

  Take the questions your clients ask you all the time and answer them properly – no fluff, no vague answers.

• Add a FAQ video to your site or Instagram.

  Doesn’t need to be polished – just pop on Stories and chat to the camera.

• Talk openly about pricing and what’s included.

  People hate having to enquire just to find out if they can afford something.

• Share a ‘warts and all’ story.

  Something that didn’t go to plan, what you learnt, and how it’s made your service better.

• Do a little audit of your online presence.

  Is your content helping people trust you before they enquire?

Key to this week’s implementation:

Think like your client. What would they need to see or hear to feel totally confident that you’re the one?

Have a go – and let me know how you get on.

Wellness Business MOT

Working with a business coach/mentor that understands this industry, is
the fastest way to get results in your business.

If you don’t already know me, my name is Emma Lovelock, I run an award-winning Pilates Studio in Hertfordshire, UK and I am on a mission to help other business owners in the wellness/fitness industry become more knowledgable in running a business and to give the tools and systems to make them more money, with less stress and save them time.

P.S. Whenever you’re ready, there’s four ways I can help:

• 90-Day Studio Growth Blueprint - Put a plan in place with my help, and ramp up your business’s productivity.

• If you want to know the 6 secret steps that every studio owner/fitness professional should know but probably doesn’t Watch this Free webinar .

• Monthly Coaching : Need some accountability in your business? Having a business coach is the best way to make sure you take REGULAR action Click here to find out more about my coaching packages.

• Not sure what you should be doing to have a successful wellness business?Need some guidance? Book a 121 call and we can see how I can help.