High Performance Mindset | Learn from World-Class Leaders, Consultants, Athletes & Coaches about Mindset - 645: How to Grow Your Business with John Dwyer, Institute of Wow

Episode Date: October 16, 2024

John is a marketing enigma, a “direct response customer attraction expert” who thinks way outside the box. His marketing consultancy business is called The Institute Of Wow – & John’s mantra is 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. John helps business owners understand how to exploit platforms like Facebook, Instagram, YouTube and LinkedIn. His client list includes 7 Eleven, Walt Disney, KFC and BP to name a few. In this episode, Cindra and JD discuss:  What marketing has to do with mindset  How to craft campaigns that grab attention His top 3 strategies for incentive-based marketing offers How he got Jerry Seinfeld to come out of retirement HIGH PERFORMANCE MINDSET SHOWNOTES FOR THIS EPISODE LEARN MORE ABOUT JD TO LEARN MORE ABOUT THE MENTALLY STRONG INSTITUTE Love the show? Rate and review the show for Cindra to mention you on the next episode.  

Welcome to the High Performance Mindset Podcast. This is your host, Dr. Cendra Kampoff, and thank you so much for joining me here for episode 645, where I interviewed John Dwyer from the Institute of Wow. John is a direct response customer attraction expert who thinks his way outside the box, and his marketing business is called the Institute of Wow. John's mantra is that one's marketing

needs to wow prospects. And he's also the guy who shocked the marketing world some years back when he convinced Jerry Seinfeld to come out of retirement. John helps business owners understand how to exploit platforms like Facebook, Instagram, YouTube, and LinkedIn. His client list includes 7-Eleven, Walt Disney,

KFC, and BP, among many more. And in this episode, John, or also known as J.D., we discuss what marketing has to do with mindset, how to craft campaigns that grab attention, his top three strategies for incentive-based marketing offers, and how he really got Jerry Seinfeld to come out of retirement. If you'd like to see the full show notes and description of this episode, I'd encourage you to head over to syndracampoff.com slash 645 for episode 645. All right, without further ado, let's bring on JD. Thank you so much for joining us today John Dwyer or we'll also be calling you JD so thank you JD for joining us here today my pleasure how is everything across the ocean across the ocean yes I as anyone who is watching or listening would know that this accent comes

from down under so yes I I'm an Australian but I have been to America 30 or 40 times. I love the US. Yeah, it's a beautiful place. And Australia is incredible. So thank you so much for joining us today. And we're going to start, JD, with a question about what does marketing have to do with mindset? Our podcast is called The High Performance Mindset. I'm curious what you think about that. I think it has a lot to do with it. And because

I'm on your show, it sounds convenient to say that. Can you imagine if I said, I've got nothing to do with it, then you wrap up? Then I'd be like, okay, well, that's interesting. Thank you for doing this. I think it has got to do with it because really at the end of the day, if you're a business owner and your marketing is not good, it means, of course, you're probably not going to be making many sales. And that would certainly affect your mindset. There's no question about that. And the circle that I've been sort of living in for many, many years now, which is a bunch of crazy marketing people, what I found is that most of them are positive thinkers. If you come across someone who's in the marketing or advertising game or entertainment game,

I mean, that's another branch of it. Generally speaking, I mean, they're positive thinkers. They're up and they want to make a difference. So they want to sell their products. And really at the end of the day, I think, you know, marketing and mindset go together. Yeah, love it. And I think if you're not open to new ways of marketing,

you're not going to continue to grow your company or grow your business. So, you know, one of the coolest things, JD, about your background is you convinced Jerry Seinfeld to come out of retirement to be the spokesperson for an Australian bank institute. How did you do that? And then we're going to dive into some of the other principles that you teach. Yeah, sure. And of course, Cindy, because I'm such a shy little devil, I've never mentioned that to anyone. I have milked the daylights out of that.

Yeah, what happened is that my stuff is called direct response marketing. And that's a bit different from sponsoring the football teams or sponsoring the Olympics or putting your face on the side of a bus. This is all about direct response. And I had a client in Australia that was a bank. In fact, it was a building society called the Greater Building Society. And they're a pretty big business, the 250th biggest business in Australia, but they weren't the big Wells Fargo style bank. So that was still what we call a challenger brand. So they need to do things different. Now they didn't know that until I came along, but when I came along and saw that they were selling home loans for just pricing, in other words, get a home loan for 6.2%. I said to them, do you really think you're going to beat the 40 ton gorilla? Do you really think you're going to beat the Wells Fargo sort of banks on price? They're going to beat you in a heartbeat

every time. And they said, okay, smart aleck, well, what would we do as a challenger brand? And I said to them, well, you do things differently. You challenge the big boys and why don't you actually stop price discounting? And instead of giving people, if you like, a honeymoon rate, which meant that they got the first year 1% discount, give that to a travel company that I've been doing some TV commercials with, and they'll give you inexpensive vacations. And that's what we did. We came on TV and for the first four or five years, we said, get a home loan, get a free vacation. It went nuts. And so if you took out a $300,000 or $400,000 on a home loan, you might go for a holiday somewhere in Australia. If you took out a $700,000 on a home loan, you went to Disneyland. So it was really based on the amount of money that you

borrowed. It went nuts. In the first few years, they took an extra $15 billion worth of home loans. And this idiot who you're talking to, Cyndra, didn't charge a percentage of the increase in home loans. I charged a consultancy fee. Otherwise, I would have bought my own private island by now. About four years in, we took it up a level. And I convinced Jerry Seinfeld to be the spokesman for the bank. And I used to fly back and forth to New York quite regularly. And for three years, we had Jerry Seinfeld coming on TV in Australia saying, get a home loan, get a free vacation. The thing went nuts.

Yeah. What was the outcome of that? Just describe that to us. And what's the power of having someone like jerry seinfeld endorse what you do yeah yeah pretty pretty big i mean uh when people talk about uh you know getting celebrities and uh sports stars involved uh with your product you want to make sure you get the right one and uh this particular bag we had created a cheeky personality we would say on television on social media why would you stick with the Wells Fargo style big banks when they treat you like a number, you don't get anything? Why don't you swap across to the Greater Building Society? And of course,

heavenly music would play. And you get treated like a person and you get a free vacation. Well, of course, it was night and day. And to give you an idea, Cynthia, how big it was, this particular building society had about 20 people in its call centre before this thing hit. When Seinfeld came on board and said, get a home loan, get a vacation, the call centre went from 20 to nearly 50 people in the call centre answering phones.

Wow. And he was just a joy to work with. He was exactly the same as what he was on his TV show. He couldn't do enough. And what we would do is that we'd go into a little town called Cedarhurst, which was just out of the Hamptons in New York, and there was an empty shop. So we built a building society. We built the banks branch in that empty shop,

and Jerry stood outside and told jokes. And basically that was the campaign. It was very, very, very successful and a real joy to work with someone like that. Well, how did you convince him to really support an Australian banking company institution? How did you do that? It's a good question. I get asked that all the time because history shows that Seinfeld has only ever done two

advertising campaigns before that. One of them was for American Express, which was a bit bigger than this Aussie bank. And the other one was for Microsoft, Bill Gates. And so therefore, for a little Aussie bank to score basically the Pope of comedy, well, it's a pretty big deal. And even I asked Jerry when we first got together in his office in New York, why did he say yes? Now, I'm reasonably persistent with these things. I've been chasing him for six months and I eventually got onto his manager, George Spiro, and basically I believe persistence beats intelligence. So as it turned out, I said to him,

Jerry, you've got more money than God. Why did you say yes? And he said, well, two reasons, straight away. Number one, I love the Aussie cheeky sense of humor and you asked me to take the mickey out of the banks and so therefore that's what i do for a living and he said number two i thought if i didn't say yes you would never go away so persistence love it yeah i said i said persistence beats intelligence yeah that's awesome so one of the things you help business owners do, right, is exploit platforms like Facebook, Instagram, YouTube, LinkedIn, by implementing direct response marketing. Tell us what that actually means, because I think that not everybody knows what

that is. And maybe just define the terms terms first and also describe maybe other ways people describe what you do. Yep. Yep. Terrific. Probably the best way to explain up front before we get to the social media channels is that if you are building your brand like a Coca-Cola or Nike or Walt Disney, nothing wrong with that. Of course, it's very important we buy brands. But if you happen to be a smaller business, which I suspect most of your audience might be, and so you're not up there with the Nikes or the Kelloggs, then you've got to put food on the table.

And it's great to build your brand, and certainly I have absolute respect for that. But when you get home tonight and there's nothing on the table for the kids to eat and you're telling the kids you've got 300 likes today on Facebook, I think that they might be saying, Daddy or Mummy, is there any food we could eat? We understand that you get off on the likes. So what it is, it's all about putting your advertising, these days mainly online, of course, out there today. And hopefully the phone's going to ring for you tomorrow or your emails are going to come through tomorrow. And how we use the direct response thing is that when we

use platforms like LinkedIn or Instagram or Facebook, we make sure that the offer is a compelling offer and you might go, oh dear, of course it would be, but you'd be surprised how many people just put their face on an ad and think that's going to sell. So it's got to be a compelling offer and it's got to have something that's that wow factor. I mean, my business is called the Institute of Whale, so you wouldn't expect me to say anything else, but it has to, it has to have a wow factor. You've got to actually provide people with their problem and then your wow solution. So if it's a weight loss promotional, you'd want to make sure that you highlight how someone who might be a little bit overweight and not feeling good about themselves can actually lose weight within X period of time for just this

amount of dollars. So normally what it is, is what we call problem solution marketing. You give people their problem and then you provide them with a solution. Excellent. Okay. So it's also called problem solution marketing. And one of the things you just said, have a compelling offer and number two, have a wow factor. What's an example of a wow factor that I've come across in my career is McDonald's. We've got six children and they've grown up now, left home. But we had six children under 12 at one time. And I think in that period of our lives, we spent about $4 gazillion on Happy Meals. And it had nothing to do with the hamburger. It had everything to do, of course, with the free toy.

And what McDonald's have been able to do is take our eyes off the price for 42 years. If you asked a parent or grandparent how much a Happy Meal would cost, I bet you they couldn't tell you. And Kellogg's have done the same thing. I come from an era where I remember trying to convince my mother to buy Corn Flakes because of the Flintstones or the Jetsons toys that were inside. So you can see I'm a hundred and four. And nothing's changed. I mean, Amazon had their prime membership club. And when you join their prime membership club, which just bolstered their membership like crazy, you get free shipping and free movies and free audio. And so what they do, all of these businesses, they're big ones mainly, they come

out with an incentive that gets you off the fence. Because as consumers, we all sit on the fence and we think, should we, should we not, should we? Unless you give someone an incentive and a time limitation preferably. So you could say, look, if you get in and buy my refrigerator by Friday at five o'clock, I will give you a free boom. Now, whether that's a free location like we did at the Building Society or whether it happens to be a free dining voucher or a free movie voucher, it is a stimulant to get people who would sit on the fence off the fence. I'll give you a classic, Cindy. I had a company who made aluminum fences. Now, in Australia, we pronounce that aluminium,

but I think you guys call it an aluminum fence. That's what we call it. Yeah. We took the English pronunciation, aluminium. And so what happened, I was doing one of my song and dance seminars and doing much the same as this, preaching, direct response marketing and blah, blah, blah. And this guy comes up to me and he said, J.D, this Facebook stuff, I know you're pretty keen on it,

but it's not working for my aluminum fence business. And I said, let me have a look at your ad. And we put it up on the big screen in front of the hundred other business owners. And guess what? He had a picture of his aluminum fence on Facebook. So the square image on Facebook was just the aluminum fence. And the copy on top of that told you how he took the business over from his father and they're a wonderful business and they make the best aluminum fence and it was boring, right? And I said to him, look, how about you get out of the way and let us do this for you? So that's what he did. And we targeted the areas that had older homes because obviously they're the homes that have got a paling fence that was falling over. And we just put a Facebook ad out and it showed a picture of fences falling over lots of them and

it was you know quite a shocking photo backyard fences falling over and we ran the ugliest back fence in Australia contest we said that if you wanted to win a aluminum fence makeover worth x thousand dollars take a photo of your falling down fence, post it to our page and you're in the draw to win a $5,000 maker. He had six months worth of leads within three days and we had to switch the campaign. That's awesome. Yeah, that's great. That's a great idea to make it fun and something people can apply for. And then they're also saying, oh wow, I really do need a fence. We flushed out all of the people who were desperate for a new fence.

Cool. What about people like me who maybe sell services, not products, or they're more likely to sell a service? How might you tell us to have a wow factor in a compelling offer? Yep, the same thing. Same thing. As a result of the success of that promotion, we call it the Facebook contest blueprint now,

and it's part of our programs. And what we teach people, there's a model to it, like everything else, there's a model. And kitchen renovators, for example, we invite people to take a picture of the ugly kitchen and being the chance to win a kitchen renovation makeover. They get about six months worth of leads in three days. There was a swimming pool one. I'll get to the services in just a second.

But there was a guy that had a swimming pool slide business. And we just got him to flush out all the people with swimming pools by simply giving away a swimming pool slide. And, of course, he gets a thousand entries he gives one away but he's got 999 people who just put their hand up and said we want a swimming pool slide um in your instance and in your in your case in my case it's exactly the same thing if i want some more clients at any one time i just run a contest uh on facebook uh and linkedin uh and i say how would you like to win a month's consultancy with some more clients at any one time. I just run a contest on Facebook and LinkedIn. And I say, how would you like to win a month's consultancy with this marketing guy? And I write the copy in the third party. I mean, I'm writing the copy, but because it sounds like I'm a real shut wolf, if they know it's coming from me, I write it in third person. And it'll go on about, look,

you've got the chance to win a month's membership with this guy's marketing player. He's the guy that Jerry Seinfeld trusted with his latest advertising campaign. He's worked with Michael Jordan, Meat Loaf, Paul Hogan, Crocodile Dundee, and some of the biggest brands in Walt Disney and Warner Brothers. So I really built up the whole crescendo for this guy being pretty smart. And guess what? I put that on Facebook or LinkedIn, and I get entry after entry after entry of people

saying, I would love to work with this guy. So what happens is that the competition can run for a week. We give someone the prize and then we have a follow-up system with email and text and so forth saying, would you like to join this guy's program? You obviously need marketing help. So you would do the same thing. Yeah. And so then the ad gets people to like a landing page where you gather their information and then you can follow up with them after the contest. And when they get to the landing page too, I mean, it gives you the opportunity. I mean, I'll give you an example, this one here, and I'll make available to, you already have this too, but for those who are listening to this and not watching the video,

it's a book that I wrote called The Well Manifesto, and it's the last 20 years of my experience in terms of direct response ideas as a swipe file. So if you're a business owner, you can just get this book, and I'm going to give it to you for free, by the way. Oh, wow. There's about 20 years' worth of case studies in there, and it's the size of a

tabloid newspaper. So if you're listening to this and not watching it, then it's the size of the- It's two of your heads combined. It is. It's not going to fit in, so that's a big book. So the thing is, is that what I will do is offer that, and you're familiar with the phrase of Bill S syndrome is an opt-in, so I will offer that for free as an opt-in. And when people actually go online and give their details for that, yes, they get something worth a lot of money at the online version. This book, by the way, costs $420 to print. It's leather bound, it's got gold tip edges and so forth,

so everyone gets the actual online version. But what happens, because I give that away, people can be there, contact details in return. We don't annoy them, but what we will do is just send a couple of emails and say, look, if you like what you saw in that program and you want any more help, then you know where we are. Yeah, I love that. So that book gives us, and you'll give that as an opt-in for us so we can get that.

That gives like real tangible examples. And what kind of contest do you what is the what does the image look like what does the text look like when you're doing some kind of like a contest like this yeah i mean look at when you've got something that is quite stunning and and you know that obviously because of the ridiculous size of this book being the size of a tabloid newspaper then it's not hard to get attention if i hold it up next to my head and it's you know twice the size of my head people, what? But we call the Institute of Wow. I guess I have to have a wow book. And if you've got a visual that really demonstrates your solution to someone's problem,

then of course use that. And if you don't, then of course, good old chat GBT these days can turn the worst copywriter in the workforce into the best copywriter in the world so it's only just a matter of giving it prompts sufficient prompts to say look what i want to do to excite people about my product or service and these are the benefits when you are even giving chat gbt prompts please please please just remember that what you're in is the business of solving people's problems okay so therefore it therefore, it's great to back that up with credentials. And in my instance, I've got lots of years in credentials, but by the same token, my mantra is that if you need more sales quickly,

then I'm the guy that can help you get it. And so the big words that I use are, I want more sales, and the next big word is fast, because I've never had a client come on board who said to me, JD, I want more sales. And the next big word is fast because I've never had a client come on board who said to me, JD, I want more sales, but take your time. I can do it over the next five years. Yeah, that's true. People want it now. You got it. You got it. Hi, this is Cinder Campoff and thanks for listening to the High Performance Mindset. Did you know that the ideas we share in the show are things we actually specialize in implementing? If you want to become mentally stronger,

lead your team more effectively and get to your goals quicker. Visit freementalbreakthroughcall.com to sign up for your free mental breakthrough call with one of our certified coaches. Again, that's freementalbreakthroughcall.com to sign up for your free call. Talk to you soon. Yeah, Dee, I have a question about, because you work with people on Facebook, Instagram, YouTube, and LinkedIn, right? So how do you know which of these to post on? And what would you recommend for people who are listening and who want to give this a try? Yeah, three words, test and fix. Okay, test and fix. Because of the social media platforms

playing games with us just about every day of the week with their algorithms, then really, whilst there are formulas, and I don't want Boyd to run with the algorithm formulas, but nonetheless, you can test social media for a very small amount of money and fix it. Back in the day when we had to advertise in a magazine, you would put your $5, $10, $20, whatever it is, $1,000 into a magazine ad, and you would just pray that over the next month, when that magazine was being distributed from drugstores and railway stations, that people would actually respond to your ad, and you would take a long time to know whether that ad worked these days you can put an ad on facebook this morning and you'll know tomorrow whether or

not that ad's working so what i would really suggest is that um obviously the ad needs to be compelling so it's got to have a problem it's got to have a solution but i mean i'll give you an example i mean can you i saw one yesterday which was very clever it was not one of ours but it's the same mantra and it was a uh we're coming into spring in australia and so then what we are in spring and uh and so everyone's wanting to make their lawns look pretty and this was for a product that would green your grass and what they did is that they just had a picture of someone's backyard before and after so they had the you know the brown grass that we've had throughout winter and then because they're sprinkled whatever this formula is it's it's it's green and it's just a brilliant before and after

ad that's the sort of before and after or what we call problem solution that you want to employ if you're getting on social media yeah nice Can you give us other examples of problem before and after problem and solution? Because I'm thinking about, okay, that again, kind of going back to the products. But I'm thinking about someone who's like a financial planner and it's like, well, maybe it's like disorganization and then clarity on the future, right? Like that's the before and after. I think about someone like me who coaches people. It might be like from self-doubt to confidence.

So how do you demonstrate that? Sidra, you are, in my opinion, in the best position in the world to be able to do that because of the magic that you perform in helping people get their mindset correct. It is something which every single human wants. And I'm not telling you anything you don't know, of course. And in your case, and in most of us who are in the advisory space, testimonial after testimonial after testimonial. Because at the end of the day, if you're a magician and you are, and I'd like to think to some degree in the marketing arena, that's what I am, then people will think there's something up your sleeve or they will think because you are a magician, you can put clever

words together. Are you really as good as you say you are? And the best way to combat that skepticism is to have clients say that they have experienced a metamorphosis because they've been around a year. And that's what I've done. If you go onto my website, theinstituteofwow.com, there's testimonials everywhere. I mean, I just make sure that if we perform a miracle for someone, I will do the right thing by them by pushing the envelope further than what they paid for. But I would just ask a simple question, and that is, could you please give me a little 60, 90 second testimonial? And everyone says yes, because obviously they've been very happy with the result. So I would say that for any of us in the service area, and that could include landscaping or lawn mowing or painting, it could be a plumber, it could be electrician, it could

be any of those things, including what you and I do, testimonial after testimonial, because that will combat any skepticism. And by the way, it shows your wizardry. It shows you are David Copperfield, but it also doesn't mean that you have to show off. It means that you are getting people who have come into your circle telling everyone how good you are. Yeah, that's really, that's really helpful. And I'm thinking about those testimonials should be on our website, but they probably wouldn't be in our ads, would they? Or, you know, do you put up some on social? What's the best way to use them once you get the testimonials?

Certainly in your ads. I put together, I mean, we have a team with a few people in the Philippines who look after all about video and TikTok-y stuff and what have you. But the thing is, is that we have found even in the advertisements and in our instances, mainly the likes of Facebook and Instagram and LinkedIn, that testimonials are super duper duper powerful. And what these guys in the Philippines do for us in terms of just combining the little TikTok-y sort of ads together, they will grab three or four very powerful testimonials from business owners who have used my services, and they will just put them back to back.

And obviously, we've got to pick out the headlines. I mean, they're looking for the Elvis found headline, and that will be, you know, excuse the language, but shit to go. You know, things where people had a very, very difficult problem with their business, they've come on board our program, and all of a sudden, kaboom, you've got heavenly music in the background. And if you put two or three of them together, back to back on Facebook, you just watch what happens.

You send them to a landing page, and when they go to that landing page, of course, you demonstrate more of your wizardry. And guess what they do? They give you their details to make contact. Excellent. Cool. Okay. So, so far we've talked about direct response marketing. What are different ways that we could showcase what we do on some of the ads that you suggested. You mentioned adding testimonials and making sure that we have like a before and after or the problem and solution. What other ways would you suggest people go about growing their business? Since you are really the marketing expert, any other thoughts on what are ways we go about doing this? And I'm glad you're asking this question, Cindy, because it's very

lucky for you that I know everything. And if my wife was listening to this, she would just be rolling her eyes going, oh, here he goes again. God, he thinks he knows everything. And it's funny, you know, because when you are in this marketing game, you can be a nuisance because if we're sitting down at a restaurant and they don't collect our name, which of course nobody does, then I'll start whinging to Gayle, my wife, and she'll go, for God's sake, can you just eat your meal? Can you just enjoy them? And look, there's a cobweb up on the bottom, on the ceiling. Yeah, well, just eat your meal. And the reason I've got this disease, by the way, of looking for eye for detail stuff

is that I've done a number of courses at Walt Disney World in Orlando. And a lot of people perhaps don't realize this, but Disney run the Disney Institute. So it's their own university. Yeah, yeah. They have eye for detail courses. And I've been over to Orlando quite often

and they have a dreaming and doing course. You pay five or six thousand. I haven't been for many years now, but you pay five or six thousand dollars for the week. And every time I went, because we had kids at the time, that five or six turned into 25 or 26. Imagine dad saying to the kids, I'm going to Disney World, you stay home. That's true. And Disney teach you to have an eye for detail. But I have to say that if you wanted to grow your business very, very quickly, yeah, just put on the direct response hat. I'm not saying to stop sponsoring the local netball team or soccer team if your children are playing for them, but I'm yet to see

a good ROI on that. Because we had a thousand kids, I was at the Saturday morning soccer games and netball games quite often. And not once did I ever see the, I was at the Saturday morning soccer games and netball games quite often, and not once did I ever see the sponsor who was on the back of their jersey, not once did I ever see a parent saying, number four, can you just slow down? I want to get the butcher's number on the back of your jersey. So doing all of that brand stuff is wonderful, but my view is just that, yeah, start thinking about direct response marketing, which means that you have a compelling offer based on fixing somebody's problem. There's one thing that we've got recently, Sandra, as a result of the Seinfeld campaign,

which was get a home loan and get a free vacation, a company rang us up. It was an international travel company. And they said to me, listen, you said they had half a clue when it comes to marketing. We have access to unsold hotel rooms around the world. I went, yeah, okay. And they said, we've seen what you did with the Seinfeld thing, get a home loan, get a free vacation. Can you package up these unsold hotel rooms into a Happy Meal toy for business owners to hand out when someone buys their product? And I said, yeah, sure. So that's what we've done. We, over the last three or four years, have got this incredible product where businesses from us actually buy a voucher, like a vacation voucher, that gives people three to seven nights in Vegas and New York and San Diego and Orlando, all these wonderful places.

And it's worth $1,000. But the hotel's happy to give up those rooms for free in the hope that they make money out of Fertile Beverage. So it's a win-win. So when we give that to businesses for $50, they buy a voucher or a bus for $50. They give it to someone when they buy their product or service and that someone has just got a $1,000 gift, but they don't realize that the business has only paid $50. Now, the reason that works is because when you buy a Happy Meal toy from McDonald's, I know that toy costs McDonald's 25 cents to make in China, but the perceived value in a toy shop is $5. That's why it works. So if anyone's looking for an incentive that works, look for something that's

got a low cost to it, but a high perceived value, because if you give them a $50 dining voucher, they know you value them at just $50. Yeah, perfect. And as you're thinking about direct response marketing and what you've shared with us so far, how often should we post ads or have, you know, things that we give away or ways that people can enter our contest or our drawing? Like, are we, would you suggest it's just when we need more clients or more customers or is it consistent that people do these ads frequently? That's a great question. When I say that, because I'm such a sarcastic person, I shouldn't say that because when you're doing lots and lots of interviews, of course, when people say that's a great question,

you think, well, of course, you're going to say that. You're just saying that that was a great question. What I'd like to do one time, Sandra, is go just saying that that was a great question oh what i'd like to do one time cinderella oh that was an ordinary question and that was a great question that would be like killing the momentum i think it might be yeah i might be yes look as many times as you possibly can a day and look gary v i think probably a lot of people who own businesses would be very familiar with a guy called garynerchuk out of America. His nickname is Gary Vee. He posts videos up to 20 times a day, not a week a day, right?

But he has built his entire career on basically letting cameras follow him away around for 24-7. None of us want that, all right, because there's lots of downsides of that. But my persistence versus intelligence argument, which is why I was able to get Seinfeld, and I've used that, I won't bore you, but I've used that to get Michael Jordan and all sorts of other people. That persistence versus intelligence mantra is really something that you want to employ online. And that means is that unless you are in front of people over and over and over and over again, it's very, very difficult, very difficult to build your personal brand or to get them

to buy from you. You can fasten that up with this concept that we talked about, and that is incentive-based marketing. We have businesses, for example, there's a guy in Australia here, he has a water filtration business, and he sells a $2,500 water filtration system that goes under your sink to get rid of all the bad stuff out of the water. And he gives one of our vouchers away, one of our vacation vouchers. So therefore he says, buy my water filtration system for $2,300 and I'll give you a $1,000 holiday voucher where you get three, four, five nights

vacation voucher for free. Now that's taken his business through the stratosphere and that's instant because he's got a compelling offer. But if you then join a compelling offer with regularity, in other words, you're out there often doing it, and I'm not talking about paid advertising now, I'm talking about just organic posts. If you do that over and over and over, and I'm saying probably, if you can do it two or three times a day, shut the gate. You've got a compelling offer and you're in front of them often. That is the magic combination. Persistence beats intelligence. I love it. And I'm assuming this works in Australia and the United States and Japan and Canada, like the location doesn't matter. No, I work in Japan. Okay, no Japan.

You know, I'm not that smart. I was trying to think of a really weird country somewhere in middle of Europe somewhere. Yeah. Look, it's pretty universal. This stuff, I mean, I do a bunch of, I joined a club in Phoenix, Arizona, and a wonderful guy called Joe Polish, and he has a business there called the Genius Network. And a mutual friend of ours, as you know, is involved in that. And I think you are. Are you involved in that one? Yeah. You are, of course.

Yeah. And so therefore, the thing is, is that Joe Polish is a whiz when it comes to marketing. He has a philosophy, of course, and that philosophy is global. I mean, these things will work in any country, anywhere in the world. he has a philosophy, of course, and that philosophy is global. I mean, these things will work in any country anywhere in the world. So at the end of the day, and you know, even with your subject, syndrome mindset, I mean, it doesn't matter where they are. You can show them how to improve their mindset.

So, yeah, it's all global. Awesome. What have I not asked you that you wish I would have? Oh, again, this sounds patronizing, but that is a great question. That's a fun question. At the end of this one, you turn the microphone off, you'll be saying that, Jada, you went overboard with the great question. Well, one thing, and look, this is mindset. I'd love to share this.

And when I, about 20 odd years ago, I had a business that produced the bubblegum cards in Australia. So a lot of, you know, you guys would have grown up with collecting basketball cards, particularly males. I mean, girls don't do it so much, but males collect all the basketball cards. And I had the business in Australia that did that. We took out licenses with Disney to do all of the bubblegum cards for beauty and the beast and little mermaid and all that sort of stuff and they the kids would buy these at the drugstore we call them news agencies in australia but they would drive by and they'd be a couple dollars a pack and of course when you open up the pack you had a a mixture of different cards and then you swap them at school playground as it turned out uh i had to go and visit disney in

america on one occasion for a new movie. And the guy that was running my business back home, we had about 20 employees, made a big printing mistake with one of these bubblegum card productions. And we lost $2.2 million in a week. And unfortunately, we lost our house. And it was pretty tough times. So as it turned out, we probably only had three kids at the time. But we moved into a little rental unit. And we had no refrigerator, nothing.

It was one of those times where, yeah, you got kicked in the guts. And fortunately, my friends came and put food in the refrigerator and did all that sort of stuff. And that was wonderful. And I remember on one occasion, I thought, how am I going to get out of this? So I called into church one day and I just said a prayer to the guy upstairs and said, look, is there any chance at all you can just help me get out of this? And as it turned out, our staff had gone from 20 down to about seven or eight because the bank forced us to do that. And the bank said to

me, look, we're going to lock the doors at the end of the month. You can't make a comeback out of this. And as it turned out, I was pitching for the rugby league football card license, which would be like getting the NBA license in America. That's our big sport here. And there was five other companies pitching for it. I knew if I got it, I had a chance of paying back the money. If I didn't get it, then we'd be in a caravan park, you know.

And as it turned out, you wouldn't believe it. The guy, I bugged and bugged and bugged a bit like the Seinfeld thing. The decision maker at the rugby league office, have you made the decision? Have you made the decision? And he'd say, look, I haven't.

Just go away. I haven't made the decision because there was five companies that were going for it. At 10 to five on the afternoon that the bank was putting the locks on the door. So five o'clock they were coming to close my business up at 10 to five, the phone rings. And there was the rugby league decision maker. He said, I've got a decision. I said, what is it? He said that you've got the license. Wow. And because we're a marketer, we gave out sample cards with the

sunday newspapers we were on the tv with all the football commentary shows and we had all the big stars you know handing out but you know i met we made the whole two million dollars back in one season and i had to say thank you to the guy upstairs and so i kept my prom number so i pitched i pitched a tv show to check and all 10 here in aust Australia. On a Sunday night, it was called Dreams Can Come True. And this show was all about inspiring people to never give up, that if they just hung in there, and I'm not the only one that's done this. There's many people who are watching or listening to you now

that have come back from kicking the guts. And this TV show was called Dreams Can Come True, and it was all about making dreams come true for needy people. And the TV network bought it, and we came on on a Sunday night. I wasn't hosting it. We had a TV personality hosting it and if someone needed a house, we knocked on their door, gave them a house. If they needed a car, we knocked on their door, gave them a car and the best, best dream and I'll make it really quick. Little boy, 15 years of age, the local parish priest when he watched the first program gave us a note who said this little boy tried to commit suicide only six months earlier because he suffered from

spina bifida and he was in a wheelchair. And someone convinced him after he was unsuccessful, thankfully, with suicide, someone actually convinced him to take up wheelchair basketball. This little boy became a member of the under 15s wheelchair basketball side in Australia within six months. And if they scored 50 points, he he scored 40 of them his dream of all dreams was just to get a Michael Jordan autograph and this was the last year of Jordan playing I faxed in those days faxed Michael Jordan's office and how's this for the guy upstairs working in funny ways Michael Jordan only visited his Chicago office once a month. This particular day, he was visiting his office. My fax was coming out of the fax machine and he pulled it out.

And this guy gets 1 million requests a week in that time for personal greetings. He read my request about this little boy in the wheelchair. He said to his secretary, make this one happen. And we surprised this little boy at a basketball game that he was flying to America with his dad the following week, not only to watch Michael Jordan play, but also Michael Jordan took him to lunch at the Michael Jordan restaurant in Chicago the next day, which guess what, was his 15th birthday. Oh my gosh. What a wild story. And how cool is that? And I'm thinking about how you were ready to just throw in the towel and your business was ready to get closed and then what led it to is this amazing experience with Michael Jordan and how you did help him his dream come true yeah and look I have to say to you and the reason that you know sorry it was a bit lengthy but that story I think is important because

the business that you're in is mindset. And look, I'm not the only one that made a bit of a comeback. We've got lots and lots and lots of people who've been kicked in the guts worse than me. I come back from health problems. This was just money. Who cares, right? But the thing is, is that my mantra from that point on was that, listen, you know, if you're an entrepreneur, get ready for the roller coaster ride. It's not a merry ground. And just make sure that when you get a kick of it just hang in there

just never ever ever ever ever give up and we had this particular tv show i didn't do it for the money we charged the tv network 140 000 a show i spent 170 000 a show um and but i had to give back i got out of a pretty dark hole and there's no question in my mind. It was a lot of help from the guy upstairs and it was just a wonderful, wonderful TV show to be on TV every Saturday night being Santa Claus. Yeah, that sounds really fulfilling. Well, incredible. Thank you so much, JD, for being on the podcast. Tell us how we can get your opt-in and uh your big huge uh book of uh case studies tell us a little bit about that and and how we could follow along with you very thank you very much and uh yeah look my website is the institute of well.com and uh so that's pretty easy to remember

the institute of wow.com and my big book, if you'd like the free wow manifesto, which has about 20 years worth of SWOT files in there. By the way, it also has a complete chapter in there on things like how to run an event, on things like how to get a personality. So for example, there's a chapter in there that goes through the whole Seinfeld story and shows you how you can annoy him as well. You can annoy him as well. And all you have to do to get this big gigantic book, the digital version, is go to wowmanifesto.com forward stroke gift as in a Christmas gift. Okay. So it's wowmanifesto.com forward slash gift, G-I-F-T. Awesome. Wowmanifesto.com slash gift. And how can people also follow along with you?

Is this the best way or is there any other way that we can follow along with what you're doing? Yeah, look, to be honest with you, Cindra, it's very nice for you to invite me to do that. I mean, I'll just give my email address if anyone would like any assistance at all, or maybe a tip on something that they might be, and I don't mind doing it for me i'm not talking about a charge um you know as consultancy feed but i'm more than happy to provide uh some help to people who might be looking for an idea just give me an email it's john at the institute of wow.com so it's j-o-h-n john at the institute of wow.com excellent jd Thank you so much for being on and providing us really great value.

I was thinking a lot about the ads we use for my own business, and I love the things you said about the problem and the solution, the information you gave us about testimonials, and just the importance of being persistent as an entrepreneur at the end about this roller coaster, right?

And kind of riding those waves and not getting so high or so low. So thank you so much for being on here. I appreciate you. My favorite, and Sandra, just one thing came to mind when you were wrapping up then. If anyone's interested in that vacation promotion where you get a $1,000 vacation voucher for less than $50, I mean, obviously you have to buy them in numbers like 20 or 30 at a time because no one's going to make money out of just $50. But if they wanted to have a look at that promotion, it's vacationsincentive, plural, vacationsincentive.com. And if you go

there, you'll see how you can grab the, what I, I'm biased of course, but I think it's probably the hottest happy meal tool in the world where you get someone to buy your product or service because you give them a free vacation. So that one is vacations, plural, vacationsincentive.com. Okay, excellent. Wrote that down. Thank you so much, JD. I appreciate you. My pleasure. See you, Sandra. All the best. Way to go for finishing another episode of the High Performance Mindset. I'm giving you a virtual fist pump. Holy cow, did that go by way too fast for anyone else? If you want more, remember to subscribe. And you can head over to Dr. Sindra for show notes and to join my exclusive community for high performers where you get access to videos about mindset each week. So again, you can head over to Dr. Sindra. That's D-R-C-I-N-D-R-A.com. See you next week.