The 10-Minute Marketing Fix

A business coach publishes great free guides, runs free discovery calls, and gives away real advice, and almost none of it turns into paid work. It looks like a generosity problem, but it's an ask problem. This episode works through reciprocity, the principle Robert Cialdini put on the map, that receiving something from someone makes us want to give back, and it keeps two things separate: what the psychology actually does (earns you goodwill, a real tendency to reciprocate) and what it doesn't (run your sales process for you). Give freely, but at some point make a clear, specific offer, name the next step, name the price, and ask. Plus where it stops working: reciprocity can't rescue a bad-fit prospect, and free value can't create demand for a paid offer that adds nothing. The Monday Move: on your very next discovery call, before you hang up, say one sentence that names the next step, names the price, and asks if they want the details, then stop talking and let them answer.

Written versionand 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.