Every New Customer Costs Me More, the Marketing Hourglass

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.

Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.

What is The Operator's Canon?

One real business problem, and one idea that's outlived every trend — worked all the way through. No hype: Brian Kasday and his co-host take an enduring marketing principle out of the seminar and into a business you'd actually recognize, and end every episode with one concrete move you can make Monday. From MMS Vegas and The Operator's Library at mmsvegas.com.