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Ep159 - When a buyer asks ChatGPT who to call, will your business even come up? Free Endless Customers Assessment → https://www.impactplus.com/endless-customers-assessment Scott Merritt, co-founder of the HVAC company Honest Fix, built 1,769 website pages in his company's first eight months by writing detailed, locally specific content and structuring it so AI tools like ChatGPT and Google's AI Overview can read and cite it directly. Honest Fix spent nothing on paid advertising and instead published trust signals such as its 15-year labor warranty and technician licensing directly on its site, which led to a $14,000 job after a customer's ChatGPT search recommended the company by name. In this episode of Endless Customers, Bob Ruffolo sits down with Scott Merritt, Co-Founder at Honest Fix, to break down exactly how he built an AI-visible content strategy from scratch. Questions This Episode Answers - How do you get ChatGPT or Google's AI Overview to recommend your business? - What is zero-click SEO and why does it matter for local businesses? - How do you write local content for multiple cities without getting penalized for duplicate content? - What is an llms.txt file and why would a business need one? - How long does it take to build a content strategy that AI tools trust? Chapters 00:00 – What Made Scott Walk Away From a Career and Into HVAC? 08:06 – How Did Endless Customers Content Turn Into Millions in Revenue? 15:23 – Why Start a Second HVAC Company From Scratch in a Tougher Market? 20:35 – What Does It Take to Get AI to Recommend Your Business? 29:17 – How Do You Write 11 Local Pages Without Getting Flagged for Duplicate Content? 40:05 – What Trust Signals Is AI Actually Looking For? 50:16 – What's Next for Honest Fix and This Content Strategy? Resources Episode Article: https://www.impactplus.com/endless-customers-podcast/implementing-endless-customers Free Assessment — Is Your Marketing Ready for the Next 5 Years?: https://www.impactplus.com/endless-customers-assessment What Is the Endless Customers System?: https://www.impactplus.com/endless-customers About Bob Ruffolo — Host Bob Ruffolo is the founder and CEO of IMPACT, one of the top sales and marketing training organizations in the country. He has spent more than two decades helping business owners and marketing leaders build companies that grow through trust, education, and the Endless Customers System. Bob hosts the Endless Customers podcast to share what's actually working for real businesses, not theory, but proof from companies that have done it. Connect with Bob on LinkedIn: https://www.linkedin.com/in/bobruffolo/ About Scott — Co-Founder, Honest Fix Scott Merritt is co-founder of Honest Fix, an HVAC company he helped launch in eastern Ohio in 2025. He previously spent 21 years building Fire and Ice Heating and Air Conditioning in Columbus, Ohio, into one of the most known and trusted HVAC brands in the market before selling the company in 2025. Scott has been part of the Endless Customers community since 2020 and is now applying everything he learned, plus AI-specific optimization, to Honest Fix from day one. Connect with Scott on LinkedIn: https://www.linkedin.com/in/merrittscott/ About IMPACT IMPACT is a sales and marketing training organization that helps business owners and their teams build the most trusted brand in their market. Through the Endless Customers System, IMPACT coaches companies to create content that educates buyers, builds real trust, and drives consistent revenue, without chasing algorithms or relying on paid ads. Website: https://www.impactplus.com Privacy Policy: https://www.impactplus.com/privacy-policy Free Assessment: https://www.impactplus.com/endless-customers-assessment Subscribe, leave a review, and follow for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market. #EndlessCustomers #ContentMarketing #B2BMarketing #AEO #AIMarketing #HVACMarketing #TrustSignals #ZeroClickSEO #DigitalMoat #SmallBusinessMarketing

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