Ask HN: How to motivate friends

So I've started a project with two friends. This project consumes me to that degree that I'm working 40 hours on the project + 40 hours on my normal 9-5 per week.

Now my two friends, one is a marketing professional and the other is a developer joined the project.

I finished a MVP (the other developer works on a different product) and would like to push it out. This is where the trouble started. I thought when we had an MVP the marketing guy would start creating content on a blog, get some social media traction, and create videos to showcase the product.

I've tried to talk to him about it, that he just needs to put in some hours, that I don't care if it's not perfect, I trust him with what should be done. Whenever we have a drink together he seems passionate about the project. He always have a positive attitude. I try to get him involved by asking what should be done next on my side or what goalposts he has.

I kind of understand him, he has a normal, good life. But right now he down-prioritises the product constantly, he might put in one hour per week iff we meet up over coffee.

When I speak with him I just get the response that I work too much and that he will get to it in due time or deflects the issue.

So my question is: how do I motivate a friend that says he is passionate but not putting in enough effort? I mean right now, even admitting to not having time would be fine.