Ten Things I Learned About Marketing This Week & How to Apply Them to Your Business or Practice

From Checkout Stands to Instant Sales: How Small Physical Touchpoints Spark Big Digital Action

Walking into my local grocery store this week felt like stepping into a micro‑marketing lab. The first thing that caught my eye was a tiny checkout stand right inside the front door, flanked by a cooler that stocked everything you’d expect from a convenience store: milk, orange juice, butter, coffee, bread, and a handful of snacks. The placement was deliberate - a classic example of what marketers call the “doorway effect.” By positioning the checkout right at the threshold, the store nudges customers to think immediately about purchase, rather than lingering to browse further. The next layer of strategy was the cooler’s contents, strategically placed to trigger impulse buys. It’s the same principle you can deploy on your own website: place a clear, enticing call‑to‑action (CTA) above the fold - right where visitors’ eyes land first. Make it a product they can purchase in one click, and provide a short, frictionless checkout experience via a PayPal or Stripe button. If you run coaching or courses, offer a “one‑click buy” button for a mini‑course or a coaching session, so you don’t lose momentum as visitors scroll.

The next day I walked past a display that promised free cooked hamburger samples. The vendor, spotting my curiosity, offered a bundle deal: buy a bag of frozen patties, and get five items for free - diet coke, avocado slices, a bottle of their own ketchup, a bag of buns, and a small bag of chips. The idea was to bundle a complete meal together, so the impulse to purchase was reinforced by a clear, tangible value proposition. This is a classic upsell strategy - give the customer an irresistible offer that feels like a complete package. When you translate this into a digital context, think about how you can bundle your own services. For instance, if a client signs up for a month of coaching, automatically grant them a complimentary assessment, a free e‑course, and an ebook. The bundle should be framed as “bonus” or “complimentary” to keep the perceived value high while still generating revenue.

However, the taste of the sample told a different story. The woman handing me the burger admitted the meat was overcooked and dry, a classic case of the “familiarity‑bias” where consumers keep buying something they think they love, even when it’s subpar. The lesson here is to avoid over‑promising. In marketing, it’s better to under‑promise and over‑deliver than the opposite. This means setting realistic expectations for your offers and communicating clearly what the customer will receive. When you market a product or service, be honest about its benefits and limitations; if something can’t be delivered as promised, you risk damaging trust and losing future business.

For your own practice, consider using this three‑step approach: 1) Create an eye‑catching CTA that’s above the fold. 2) Bundle your services in a way that feels like a complete package. 3) Keep your messaging honest and realistic. If you can master these tactics, you’ll see higher conversion rates, stronger customer loyalty, and a more sustainable marketing engine.

Freebies, Free Trials, and Predicting the “I‑Need‑It‑Now” Moment

In the next part of my week, I found myself reflecting on an email offering last‑minute Father’s Day gifts. The sender had predicted that I’d be looking for something thoughtful because the holiday was imminent. That’s a textbook example of predictive marketing: anticipating a consumer’s need before they realize it themselves. The real key to this strategy is data - customer purchase history, browsing behavior, and even external calendar events. By combining these data points, you can trigger an email or notification at just the right moment, ensuring your offer arrives when the consumer is primed to act.

Another example came from a dentist who wrote to me: “Since purchasing Dr. Feelgood’s practice last year I have not had the pleasure of meeting you.” The dentist was offering an exam and three free X‑rays as a way to attract new patients. This is an example of a low‑barrier, high‑value lead magnet. By offering something that requires minimal commitment but delivers immediate value, you can generate new leads that convert at a higher rate. In the same vein, if you’re a coach, consider offering a complimentary assessment or an introductory strategy session to new prospects. This gives them a taste of your expertise and reduces their risk of investing in a full program.

One of my most valuable lessons came from a phone brand that denied a $50 rebate because I’d tossed away the barcode. The phone manufacturer then offered to deduct $50 from my next bill. What the company did was move from a rigid policy to a flexible customer‑centric approach. They recognized that the customer’s frustration was the true opportunity. This flexibility can be a powerful marketing tactic: allow customers to choose how they want to receive value - whether it’s a one‑time rebate, a subscription discount, or a bundled service. The goal is to keep the customer’s experience smooth and satisfying.

In all of these scenarios, the underlying principle is the same: create a sense of urgency, remove friction, and provide tangible value. By doing so, you’ll encourage more conversions and build lasting relationships with your audience.

Real Estate, Reimbursement, and Rapid Response: The Human Side of Marketing

Last week, a realtor visited my home, and he listed a litany of selling points: new carpet, a new roof, a spotless interior, prime location, and a top‑rated school district. He asked, “What else can we do to make it sell?” The realtor’s question was a perfect illustration of “pain‑point marketing.” He’s aware that the home is already in good shape; the next step is to find the unique angle that will close the sale. In marketing, you often have to move the conversation from features to benefits. For instance, if you’re selling a coaching program, highlight not just the curriculum, but how it will change the client’s life - more confidence, better relationships, a clearer career path.

When it comes to pricing, the realtor had to lower the asking price. He used a framing technique that made the buyer feel they were getting a deal. The key here is to give the customer the narrative that they’re making the decision, not the business. In your own practice, if you need to adjust a price point, frame it as a special offer or a limited‑time discount. This psychological trick reduces the likelihood that customers will feel the price is arbitrary or unfair.

My next encounter was a 10 p.m. emergency: my computer was down, and I was in the middle of a deadline. I emailed a coach I’d worked with, and she forwarded me a direct phone line to a “computer guy” who could fix the problem remotely. She gave me a 24/7 hotline, making her own service feel indispensable. That kind of on‑demand support is a modern version of the “heroic” customer service stories we used to hear. If you’re a coach or consultant, offer a help desk or an emergency hotline. Even a simple voicemail or email reply time of 1–2 hours can turn an ordinary client into a loyal advocate.

All of these real‑world examples show how to weave human empathy into marketing: listen to the customer’s needs, adapt quickly, and always provide a solution that feels like a win. By practicing these habits, you’ll elevate both your client relationships and your marketing performance.

Coaching, Collaboration, and Compassion: Building Alliances That Drive Results

In a conversation with my physician this week, she shared how sometimes patients come in for a “social call” and leave feeling lighter and more hopeful. She mentioned she would do a home visit for an elderly client who was not receiving adequate care, even though she can’t bill for the time. She also handed me some coaching brochures, thinking that her patients might benefit from outside support. This illustrates the concept of referral partnerships: when two professionals see a gap in service, they can collaborate to provide a fuller solution. If you’re a coach, reaching out to physicians or psychiatrists can open a new pipeline of clients who need emotional or life coaching.

Another story came from a dental office that offered free exams to new patients. Their goal wasn’t to make a quick sale but to build trust and a long‑term relationship. The dental office built an “entry point” that lowered the perceived risk for new patients. In the same way, you can offer a free “initial discovery call” or a complimentary assessment to lower barriers. The real test is to ensure that the value delivered in that free interaction is enough to spark a willingness to invest in a full program.

There’s also a lesson in how to handle pain points that appear on the surface. In a root‑canal visit, the receptionist explained that if a patient’s tooth was gum disease, it would be treated. The dentist used simple language to reassure the patient and to promote a positive mindset. This shows the importance of communication. Your marketing copy should be accessible, reassuring, and solution‑focused. Avoid jargon that can alienate; instead, speak in the language your target audience already uses.

Finally, remember that good marketing is about more than transactions; it’s about nurturing an ecosystem of relationships. By connecting with professionals in complementary fields, offering free value, and communicating clearly, you’ll grow your practice in a way that feels natural and sustainable. Use these insights to craft marketing campaigns that resonate, convert, and keep your clients coming back.

For more guidance on turning everyday observations into marketing gold, you can reach out to Susan Dunn, a marketing coach who specializes in turning practice growth into measurable results. Her website Web Strategies offers articles, ebooks, and a free ezine. Contact her at