A bookkeeper has held her rates flat for five years because she's sure raising them means everybody walks. Brian and Dave separate the fear from the number and get into price elasticity of demand — the measure, formalized by Alfred Marshall in "Principles of Economics," of how much volume actually moves when price moves — and why specialized, high-trust, high-switching-cost work is a strong candidate for inelastic demand, though a candidate isn't proof. They walk the napkin math, why you test on new proposals before touching your existing book, how to segment by client, and where the whole idea flips. Monday Move: on the very next proposal you send, quote it fifteen percent higher — no apology, no preemptive discount — and watch what happens. One data point, not proof.
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.
What is The 10-Minute Marketing Fix?
The greatest marketing ideas of all time, explained in ten minutes, with one thing you can do Monday morning.
Each episode takes one real business problem, pulls out the principle that actually solves it, and hands you the move. Brian Kasday and his co-host work an enduring marketing principle out of the seminar and into a business you would actually recognise. No hype, no jargon, nothing you need a whiteboard for.
Part of The Operator's Canon, from MMS Vegas and The Operator's Library at mmsvegas.com.