Leadovation John Dwyer: From Seinfeld to $15 Billion: How Direct Response Marketing Beats Branding
About John Dwyer:
John is a marketing enigma, a “direct response customer attraction expert” who thinks way outside the box, and his marketing consultancy business is called The Institute Of Wow, with John’s mantra being that one’s marketing needs to “wow” prospects. He’s also the guy who shocked the marketing world some years back when he convinced Jerry Seinfeld to come out of retirement to be the spokesman for an Australian banking institution, The Greater Building Society, heading up a “free vacation campaign” which broke home loan lending records and remains folklore in the global banking industry. This was probably one of the most successful “incentive-promotions” in the world, resulting in many billions of dollars in extra home loans.
John helps business owners understand how to exploit platforms like Facebook, Instagram, YouTube, and LinkedIn by implementing “incentive-based marketing offers” that can be targeted specifically to certain audiences. His client list reads like a Who’s Who of business and includes the likes of Rupert Murdoch’s News Ltd, 7-Eleven, Westfield Shopping Centres, Walt Disney, KFC, and BP, because they acknowledge he is “the master of creating incentives that work.”
In this episode, Dean Newlund and John Dwyer discuss:
- Why most marketing efforts fail to prove real ROI
- How direct response marketing builds brands and drives sales simultaneously
- The role of incentives and sampling in moving customers off the fence
- Using data and statistics to earn credibility with executives
- Translating creative ideas into measurable business outcomes
Key Takeaways:
- Track cost per lead and conversion rates daily so you can identify ad fatigue early and change creative before performance drops.
- Design marketing offers that distract attention from price by using incentives, sampling, or bonuses instead of discounts.
- Present marketing results to executives using statistics and ROI metrics rather than ideas, branding language, or vanity metrics.
- Turn your expertise into a high-converting offer by giving value first, then inviting prospects to engage deeper instead of selling immediately.
"Give, give, give, give before you ask.” — John Dwyer
Connect with John Dwyer:
Website: https://theinstituteofwow.com
Email: john@theinstituteofwow.com
LinkedIn: https://www.linkedin.com/in/instituteofwow/
See how incentive-based vacations can drive instant leads: https://vacationsincentive.com/
Discover how Facebook contests can generate qualified leads fast: https://fbcontestleads.com/
See Dean’s TedTalk “Why Business Needs Intuition” here: https://www.youtube.com/watch?v=EEq9IYvgV7I
Connect with Dean:
YouTube: https://www.youtube.com/channel/UCgqRK8GC8jBIFYPmECUCMkw
Website: https://www.mfileadership.com/
The Mission Statement E-Newsletter: https://www.mfileadership.com/blog/
LinkedIn: https://www.linkedin.com/in/deannewlund/
X (Twitter): https://twitter.com/deannewlund
Facebook: https://www.facebook.com/MissionFacilitators/
Email: dean.newlund@mfileadership.com
Phone: 1-800-926-7370
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