John Dwyer — founder of The Institute of Wow, direct response marketing expert, and creator of standout campaigns (including a rare Jerry Seinfeld deal) that help businesses win without competing on price.
Key Points:
Theming sells: Inspired by Disney, JD uses evergreen, public domain themes (wildlife, outer space, dinosaurs) to make offers irresistible year‑round.
Free IP example: Attack of the Dinosaurs collectible promo netted $500K in 4 weeks.
Seinfeld home loan campaign: Replaced rate discounts with a free vacation, resulting in billions in extra loans.
Incentives over discounts: Low‑cost/high‑perceived‑value rewards take focus off price — must match what the audience wants.
Turf farm + premium beer bonus = sold out in days.
Loyalty rewards swapped for movie vouchers boosted response.
Ultimate incentive — travel: Access to unsold hotel rooms sold as bulk vouchers (~$48 special). Works for big‑ticket and demo offers; Harley dealers see ~3.5 sales per 10 test rides. Same cost as a 10% discount, far more pulling power.
Doesn’t work for every sector (e.g., funerals).
JD’s Principles:
Don’t discount — differentiate with irresistible offers.
Match incentive to customer desires, not product features.
Use free IP themes to avoid licensing costs.
Focus on high perceived value / low actual cost.
Connect with John:
vacationsincentive.com (email for 2‑for‑1 podcast listener deal)
Email: john@theinstituteofwow.com
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