The Radical Transparency Experiment I’m Trying this Month
Last week, I shared 4 books that shaped my practice.
This week? I’m adding a fifth—one I’m still in the messy middle of implementing.
It’s called Endless Customers by Marcus Sheridan, and it’s shaking up how I think about marketing, client intake, and even my website. (Many thanks, Angela, for the fantastic recommendation!)
Here’s the premise:
The most trusted brands don’t hide the hard stuff. They answer every single question a potential client has—openly, honestly, and publicly—before that client ever reaches out.
Sounds obvious, right?
Except in the legal profession, we tend to do the exact opposite.
We make clients book a call to learn our prices.
We avoid talking openly about the risks or drawbacks of taking certain legal action.
We say “it depends” when we could say, “Here’s the range and what changes it.”
Sheridan calls his approach radical transparency — and it’s not just feel-good marketing. It’s a sales accelerator. When people get their biggest questions answered up front, they come into a consultation ready to move forward, not “just shopping.”
The Big 5: The Questions You Must Answer
According to Endless Customers, almost every buyer—whether they’re buying a pool, a piano, or a prenup—wants to know:
Cost & Price – What does it cost, and why?
Problems – What could go wrong?
Comparisons – How does this compare to other options?
Reviews – What do past clients say (good and bad)?
Best in Class – What’s the best option out there, even if it’s not you?
Here’s how I’m applying it:
A few weeks ago, I added FAQ sections across multiple pages of my site—estate planning, prenups, probate, and uncontested divorce.
Now, instead of scattering answers in blog posts or waiting until the consultation to answer them, I’ve pulled them together in one easy-to-find place.
Some examples of what I covered:
What does an estate plan cost, and which option might be best for me?
How do I choose a guardian for my kids?
What’s the difference between a prenup and a postnup?
How long does probate take?
When is a divorce uncontested?
I’ve always been transparent with pricing on my site, but this approach goes further, making it effortless for leads to not only see the numbers but also understand which service option fits their needs while answering all their other “how does this work?” questions.
Your turn: Quick FAQ Framework
Write down all the questions potential clients have asked you in the last 6 months.
Circle the ones you typically avoid answering in detail.
Pick one from the list and draft a clear, candid answer.
Bonus: Put it on your website this week.
Next week, I’ll show you how I’m using the Endless Customers approach to overhaul my client communication, including a before-and-after of my consultation confirmation email, plus a fill-in-the-blank template you can steal.
Here’s to fewer “just shopping” calls and more ready-to-sign clients,
Lauren
P.S. If you want to really dive in, grab Endless Customers from your library or favorite bookstore and check out the Endless Customers podcast. I’ll be sharing my favorite takeaways here over the next few weeks, but reading the book and listening to the podcast will give you the full behind-the-scenes playbook we’re working from.