{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Operator's Canon","title":"Every New Customer Costs Me More, the Marketing Hourglass","html":"","width":"100%","height":180,"duration":561,"description":"A dental practice is on an acquisition treadmill — every new patient comes from ads that cost more each year, and nothing is built for the patients they already have. Brian and Dave move the problem from \"buy more patients\" to the back half of the marketing hourglass, the seven-stage model popularized by John Jantsch in Duct Tape Marketing: Know, Like, Trust, Try, Buy — and then Repeat and Refer, where much of the profit hides. They walk each stage for the practice, the usually-skipped \"Try,\" how to invite referrals without being pushy, and why it has to be a system instead of a mood. Monday Move: write the one sequence that fires after a patient's first visit — a check-in, a genuinely useful note, and one referral invitation, with timing — on a single page.\nWritten version and this week's Monday Move: The Operator's Library at mmsvegas.com.","thumbnail_url":"https://img.transistorcdn.com/DtPKMV9tC0WchXKX_37glmqm7TTAMqViV6kMPaOYTJE/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yOTEx/ZDU2Y2EzNDk0NWU3/NzA4NDg3NWE1ZDU0/ZDA1YS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}