AI Trust Signals

Find out just how likely AI is to recommend YOU. 

SEO got you found. AI trust signals get you recommended. And the brands that win tomorrow are the ones AI trusts today.

Co-Founder

PriceGuide.ai

Explode leads on your website with PriceGuide.ai, allowing you to quickly, easily, and inexpensively create a pricing estimator for your product or service, giving your website visitors what they want while giving you way more of what you need-- LEADS.

The Question First Group

Helping leaders and sales teams connect deeper and win more trust by learning the art of breakthrough conversations.

Marcus Sheridan International, Inc.

In 2017 Forbes named Marcus 1 of 20 “Speakers You Don’t Want to Miss the Opportunity to See." He has been featured in The New York Times, Inc., The Globe and Mail, Content Marketing Institute, Social Media Examiner and more. Having spoken to hundreds of audiences and thousands of people around the world, Marcus delivers riveting and passionate performances that motivate and inspire!

Keynote Speaker

They Ask, You Answer

Rated the #1 Marketing Book to read in 2017 by Mashable and the "#2 Marketing Book of All-Time" by Book Authority, Forbes listed it as one of "11 Marketing Books Every CMO Should Read."

"They Ask, You Answer" is a revolutionary approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer.  In it, Marcus shares his simple approach to inbound marketing that has earned an exceptional track record across many industries and throughout the world.  How can a single approach to selling be so versatile? Simple - it's all about the customer.  All potential customers need answers along their way to making a purchase and "They Ask, You Answer" definitively shows businesses, B2B and B2C, exactly how to become the most trusted voice in their industry.

Author

The Visual Sale

How to Use Video to Explode Sales, Drive Marketing, and Grow Your Business in a Virtual World.

IMPACT

Recognized by Fortune Magazine as one of the “Top 25 SMB Workplaces” in 2017, IMPACT is obsessed with helping businesses and organizations succeed.  By offering full support from strategy to implementation, as well as education and in-depth training, IMPACT is able to help lead their clients to success regarding all things inbound, digital, and today’s changing buyer.

Owner/Partner

River Pools

Currently one of the largest fiberglass pool installers in the United States with the most visited swimming pool web site in the world.  In 2001 and fresh out of college, Marcus stumbled across his first business with two friends: installing swimming pools out of the back of a beat-up pickup truck. Nine years later, with the help of incredible innovations through inbound and content marketing, Sheridan’s company overcame the collapse of the housing market and became a leader in the industry.

Partner

The Sales Lion

The Sales Lion is a Marketing/Sales consulting company focusing on helping organizations develop a culture of content and inbound marketing while dramatically improving sales, marketing and video communication.  We offer world-class training, consulting, workshops, and keynotes for businesses, brands, & agencies around the globe.

Founder and President

Working with Chris Marr, founder of the Content Marketing Academy, Marcus has developed workshops focused on achieving true “World Class Communication.”  His true passion is found in helping others reach their potential as teachers, communicators, and speakers. Marcus’s workshops are focused on pushing business professionals and executives to improve their ability to communicate, motivate, and inspire in all walks of life.  Covering such topics as: Presentation Design, The Power of Story, The Columbus Principle, and Trust Techniques; Marcus helps attendees to elevate their communication skills on stage, in the boardroom and in the home.

Co-Founder:  World Class Communication

Along with sales and marketing experts Joey Coleman and Ian Altman, Marcus created and hosted two unprecedented conference events focused on sales, marketing and customer experience.  The Remarkable Growth Experience conferences were held in historic Arlington, VA.  Attendance was limited to 100 participants allowing for more intimate discussions and interaction.  Conference attendees were able to have full access to event speakers, participate in hands-on practical applications, develop individualized specific action items and leave with clear plans for immediate improvement and success.

Co-Founder: The Remarkable Growth Experience Conferences

TED Conferences

The Honest Economy:  How Transparency Can Change the Economy and Inspire a New World

TEDx Speaker

Keynote Speaker on Sales, Marketing, and Building Trust...Author of They Ask You Answer...Ranked #1 LinkedIn Voices for Entrepreneurship...and a Dang Good Follow on LinkedIn

Called a “web marketing guru” by the New York Times, the Story of how Marcus Sheridan was able to save his swimming pool company, River Pools, from the economic crash of 2008 has been featured in multiple books, publications, and stories around the world and is the centerpiece to his best-selling book, They Ask You Answer, which has been named “One of the 5 Best Marketing Books of All Time” by BookAuthority and his follow up book, Endless Customers, was named a National Bestseller by USA Today.

Sheridan is a highly sought-after global speaker (averaging 50 keynotes yearly) in the digital sales and marketing space, working with hundreds of businesses and brands alike to achieve their potential in a rapidly evolving marketplace, ultimately helping them to connect deeper and become the most trusted voice in their respective industry.

Companies Marcus is a Part of: IMPACT, River Pools, Marcus Sheridan International, Question First Group, PriceGuide.ai

Keynote topics include:  Sales, Marketing, AI, Leadership Communication

Marcus Sheridan

Most people assume I “run” all my businesses.

But the truth is I barely run any of them.

Here’s the actual timeline of businesses I’ve started:

   2001 - Swimming pool installation
   2012 - Professional speaking
   2014 - Consulting/coaching agency
   2017 - Pool manufacturing
   2019 - Swimming pool franchise
   2020 - Sold #4 and #5
   2021 - Offshore fishing charter
   2024 - PriceGuide (software) + The Question First Group
   2025 - AI Trust Signals (software) + Pet food manufacturing

I’m still an owner in all of them except the two I sold.

People ask me all the time:
“How do you manage so many companies?”

My answer is simple:
"I don’t."

At least, not really.

I have exceptional business partners (and people) who run them without me.

My job is strategy, big picture, and making sure we are world-class in sales and marketing.

But a great CEO I am not.

And I’m perfectly fine with that.

After 25 years of building, failing, pivoting, selling, and starting again… here are a few lessons that stick:

👉 1. Most entrepreneurs don’t make great CEOs.
At a certain size, the skills that built the business aren’t the same skills needed to run it. This isn’t a knock, it’s self-awareness. Sadly, most CEOs never know when this day has come.

👉 2. Choose partners who are great at what you’re terrible at.
If your partner is just another version of you, you don’t have a partner, you have a mirror. You do NOT need another you.

👉 3. Your first “vision” for the business is almost always wrong.
The market will teach you what it wants...if you’re willing to listen. Observe. Adjust. Observe. Pivot. Observe…

👉 4. Someone on the team has to go to bed thinking about the business.
If that’s not you, you better know exactly who that person is.

👉 5. Your business only scales when you stop trying to be everything.
Ego doesn’t scale. Self-awareness does. You do NOT need to be everyone’s hero.

I could go on and on, but hopefully there’s a nugget or two for you.

I’d love to know, what would you add to the list? What has your journey taught you? 👇

One of the most engaging keynote speakers on the planet—I create experiences that change how businesses sell, connect, and win | Author of Endless Customers and They Ask, You Answer | Entrepreneur | Master Storyteller

What a magical couple of days teaching MasterCraft Boat Company dealers how to create extraordinary connections with their customers. But let me tell you a powerful story how one man in the audience immediately applied what he learned to his personal life:

During the event, one of the attendees recieved a text from his daughter that she was having a really hard time.  Instead of calling her and quickly going into "Dad" mode by telling her what she needed to do (or think, or feel, etc.) he simply reached out to her and kept inviting her to "tell me more."

He said it was one of the most powerful conversations he'd had with his daughter in a long time.

That's what is so rewarding about teaching leaders and sales pros to communicate at the highest levels - when done properly, it transcends their "professional" life and deeply affects their "personal" life.  And then, because of that, they come to you months later and  say, "That training has affected my entire life. I can't thank you enough for the impact you've had on my family."

Once again, this is just another reason why I love my job.

It was a good day. 🙂

Wild Stat:
After analyzing 3,500 websites, only ONE scored a “perfect” for NAP consistency (Name, Address, Phone Number).

If you own a business (especially a location-based one) you already know NAP matters. Legacy Google has always relied on it for local signals. But here’s the part business must now understand:

👉 LLMs (like ChatGPT) rely on NAP even more.

To a large language model, inconsistent NAP is a major "ding" on your trust score. If your core business identity isn’t consistent across the internet, the model questions whether you’re legitimate… which directly impacts whether it will recommend you.

When Patrick Moorhead and I reviewed this dataset from AI Trust Signals, we honestly thought something was broken, so we checked the data again and again.

But the result held: 1 out of 3,500. 😳 

Yes, that's a pretty shocking number.

So here’s the takeaway:

AI needs every possible reason to trust you. (I really can't stress this enough.)

NAP consistency is one of the simplest (and strongest) trust signals you can control.

So do this today:
👉 Audit every platform, directory, social profile, association listing, map entry, citation, and third-party mention of your business.
 👉 Make every instance of your name, address, and phone number identical--same formatting, same punctuation, same abbreviations, everywhere.

It may take an hour or two but will be well worth it.

Remember my friends, when it comes to AI recommending you online, small inconsistencies create potentially massive visibility penalties.

And if less than 1% of businesses are doing this correctly, that means one thing:
Fix your NAP, and you instantly separate yourself from the entire market.

Turns out that AI (and humans) HATE recommending stale/old content.

That's why EVERY marketer should make this a non-negotiable in 2026:

👉 Put a “Last Updated” timestamp on every major page and article on your website, just like you see in the photo here from HubSpot.

I know, this may seem incredibly tedious.

But at AI Trust Signals, we’re seeing over and over that it matters a lot, not just to readers, but to the AI systems deciding whether your content is confident, current, and *safe* to recommend.

And please understand, this isn’t just a "front-end" thing.

You also need the machine-readable version on the back end.

This means implementing the proper schema markup so AI can instantly verify when the page was truly updated. (Yes, it appears every marketer will be forced to a Schema expert in the future. 🤷‍♂️ )

This is just one of many "new rules of the game" that we're seeing because of AI.

And yes, it may feel a little annoying.

But it's the reality of where online content is heading, and so there's no need to complain about it.

Fact is, "content freshness" as a trust signal will only matter more and more moving forward. 

It's a new era in content my marketing friends.

Time to lean in.

While teaching a workshop this morning, I had a salesperson come up to me during a break and said, "Marcus, I don't do well with conflict. When a customer is upset, I freeze. Can you help?"

This simple question led to a great conversation, but the core of the answer I gave comes down to three simple steps any team can learn with a little bit of practice. 

Step #1: LET THEM VENT: 
This is a bit hard for folks to understand because the tendency is to immediately try to "fix" the situation. The issue with fixing is that the customer doesn't get a chance to feel heard. Your job is to make sure they feel VERY heard. Which means you let them vent, and even when you think they may be done, you ask them if there is anything else they're unsettled about. This step is the most important by far, yet the most overlooked in the world of customer experience.

Step #2: REPEAT WHAT THEY SAID: 
Not only must they feel heard, but they must feel *understood.* This occurs when you repeat the words they used and confirm, "What I've heard you say is..." (Again, do not use your words here. Use *their* words. Those are the ones that matter.)

Step #3: LET THEM VERBALIZE THE POTENTIAL SOLUTION: 
Assuming the individual has has a legitimate complaint (which is true in most cases), once you've allowed them to vent and have repeated their thoughts, you sincerely ask, "What would you like to happen to make this right?"

Now, granted, businesses can't always do what the customer asks for, but you at least want to put the ball in their court first.  Interestingly enough, often times the only thing they were looking for were step 1 & 2. In other words, they just wanted to feel heard and understood. But by asking them what they would like to do to make the situation right, you've now allowed them to at least state what they feel would be the appropriate solution.

Ultimately, there is no foolproof method of resolving customer frustration, but at a minimum you want to train (with role play) your team what to say and how to say it for these situations. 

Like the young man that approached me this morning, they shouldn't freeze when moments of conflict arise.

Instead, they should be ready for the moment. And if they follow these three simple steps, they are very likely to not only diffuse the situation, but create a lasting relationship as well.

As always, a little training goes a long ways.

#QuestionFirst

Have you seen this article from Inc. Magazine this month? It verifies everything I've been begging organizations to understand since AI changed the way we search.

👉 Pricing Transparency is about to be forced on ALL businesses. 👈 

Why? Here are a few impending realities (all of which have already begun):

1. In the future, if you don't discuss pricing/cost in detail on your website, it's highly unlikely that AI (like ChatGPT) will recommend you.

2. In the future, anytime someone is given a "price" , "quote" , or "estimate" they will run this through AI and it will give them an assessment as to whether or not they are getting a good value. 

3. In conjunction with #2, if someone doesn't feel good about a quote they've been given, they'll then be able to task their AI-agent to go out and "find" a better value...immediately.

I can assure you, these three things will be COMMON. The norm. Table stakes.

I can also say with high certainty most companies still do not realize this is what is happening.

The solution?

Get in front of this. 

Don't wait for everyone in your industry to move while you continue to do things the ways they've always been done.

Entire industries where "call for quote" is the norm are about to be upended.

Act now. Start winning today. And stay in front of all the laggards tomorrow.

Because it's all coming.

Lure Agency

Hello and Welcome! We are a Hospitality B2B marketing agency.

As master mixologists, our recipes build bridges for hotel sales teams and industry visionaries, ensuring that every handshake is the beginning of a long-lasting relationship and the promise of soaring revenue.

Whether you're an independent resort or a tech company, scaling revenue within the hospitality sector can be tricky without the right mixture of human connection and tailored strategies.

Our secret sauce is crafted to help you WIN.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Let's shake and stir greatness together.

 Connect with us soon!

Partner and Creative

knoodle Advertising

A full-service advertising, public relations and digital agency in Phoenix, Arizona. Our philosophy begins with comprehensive strategies fueled by massive amounts of research. Use your knoodle; what can we do for you?

Managing Director | Partner

The Starmack Group

Founded in 1998, The Starmack Group is a full-service advertising and communications agency, focusing on national, personality-driven hotels and management companies, as well as clients in the lifestyle industry. We provide business partner passion and responsibility, industry experience, and creative execution in brand management, graphic design, campaign development, interactive design and implementation, as well as media research, planning and placement.

Senior Art Director

Cory Falter Creative

Cory Falter Creative is a boutique design and marketing studio, offerings a comprehensive array of services, include Branding, Graphic Design, Advertising, Web & Interactive Design, Photography and Copy Writing. For more than 20 years, I've had the pleasure of creating for a diverse group of clients ranging from Sporting Goods and Surf accessories manufacturers to Hospitality and Music Radio stations. The Ritz-Carlton Hotels & Resorts, Hilton Hotels and Suzuki Motor Corporation to name just a few.

Account Director | Principal

454 Design

Founded in 1995 as a full-service branding and creative studio partnering with a diverse array of clients in the action sports, real estate, technology and hospitality industries.

Director | Founder

▶︎ 𝗛𝗔𝗦 𝗬𝗢𝗨𝗥 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗠𝗔𝗗𝗘 𝗔 𝗗𝗘𝗣𝗔𝗥𝗧𝗨𝗥𝗘?

Why aren't independent resorts and hospitality vendors seeing consistent growth anymore?

Because buyers today don’t want to be sold to

They want to be helped. 

And outdated sales funnels? 
They’re about as useful as a “Do Not Disturb” sign in a digital-first world.

So, how do you drive real revenue without burning trust?
➜ You answer their questions. 
➜ You build relationships. 
➜ You show up before they even hit “inquire.” 

That’s what we do at Lure Agency.

Since 2012, I’ve helped independent resorts and the vendors who support them attract, convert, and retain more business using a proven transparent relationship marketing strategy.

Built for how modern buyers actually buy.

What’s the difference?

Most agencies pitch impressions. 
We deliver impact. 
With clear ROI, scalable strategies, and messaging that doesn’t just sound pretty.

It sells.

Because after 30 years in marketing, here’s what I know for sure:

No trust = no sale. 

But trust? 
Trust scales.
Along with sales.

Struggling to find sales?

Let's connect and chat about it.


▶︎ 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 𝗔𝗡𝗗 𝗣𝗥𝗔𝗜𝗦𝗘:

"Our results with Lure Agency have been crazy impressive!! This strategy has been a lifesaver for us. We're now efficiently operating with two salespeople instead of the previous 3.5, all thanks to a stream of highly qualified leads."

Julie Petit
Director of Sales & Marketing 
Stonewall Resort

_____________________________

“Cory and the Lure team have been critical in helping us grow our inbound lead flow and revenue growth year-over-year.”

Organic website traffic increased by 18%, inbound lead inquiries increased by 37%, and annual revenue growth grew by 4.6%. 

Jake Newman  
Marketing and Sales Coordinator
Newman Windows and Doors

________________________________

“Lure Agency has great ideas, increased our web presence, and generated more leads for us. 
I highly recommend their services. “

Organic website traffic increased by 23%, time spent on the site by visitors grew by 37%, and revenue grew by 6.3%.

Steve Blidner
Founder & CEO
TTI Technologies
 
________________________________

Would you like to learn how your sales team can identify, convert, and retain more revenue?

Call me directly at 619-889-8156 or email me (cory@lureagency.com) and let's have a conversation about your goals and objectives.
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#digitalmarketing #sales #hotelmarketing #hotelsales #marketing #integratedmarketing #b2bhospitality #hospitalityb2b #hoteltech #hotelrevenue #hotelbusiness

Cory Falter

We've been drowning in AI slop.

And we probably don't even realize it.

 Until we read something *actually* written by a human.

The difference? 

Night and day.

AI content feels like wading through oatmeal. 
➝ Bland. 
➝ Predictable. 
➝ Zero emotion.

Human writing? 
It hits different.

It makes you feel something. 
Think something. 
Remember something.

Here's the wake-up call:

If you're skimming posts thinking "meh, another one", you're probably reading AI garbage.

And if you're *writing* AI garbage? 
Your audience knows.

They might not say it, but they feel it.

The bar for good content just got higher.

Not because AI raised it.
Because it lowered everything else.

Write like a human. 
Or don't write at all.

Curious to know what's working (and not) for Hospitality Vendors?

Check out: 
Hospitality Sales & Marketing Buzz & Hangover for 2025 (The Vendor Issue)

Jacki Schroder Brown
Zoe Koumbouzi
Susan Tucker
Spill the tea on the good, bad, and ugly from 2025.

CLICK HERE 👉 https://bit.ly/44MjnDM

Growing Revenue For Hospitality B2B Is My Bottom Line 🔺 Partner at Lure Agency 🔺 Co-Founder at Sales on Tap 🔺 President HSMAI San Diego 🔺 SDSU Dad of Twin Daughters 🔺 Former Pro Motocross Racer 🔺GenX New Waver 🤙

taplio

The Battle

Marcus Sheridan

Cory Falter

Followers

Posts

Engagements

Likes

Performance ScoreMarcus Sheridan's LinkedIn Performance

Performance ScoreCory Falter's LinkedIn Performance

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taplio

The Battle

Marcus Sheridan

Cory Falter

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Marcus Sheridan's LinkedIn Performance

Performance ScoreCory Falter's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMarcus Sheridan's LinkedIn Performance