John Dwyer is a direct response marketing expert who convinced Jerry Seinfeld to front a record-breaking banking campaign – and now helps businesses attract customers using powerful incentive-based marketing strategies.

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Guest Resources

Incentive Marketing Playbook – Check out John’s website to learn more about the incredible offer.

Institute of Wow – Marketing ideas with “Wow” for any businesses.

John’s Email – Reach out to John.

3 Value Bombs

1. Stop marketing on price and start marketing on incentives that shift attention to value instead of discounts.

2. Direct response marketing lets small businesses compete with giants by generating measurable results fast.

3. The right incentive can completely flip buying behavior and dramatically increase conversions without lowering margins.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: The Seinfeld Incentive Strategy Any Business Can Use

[1:36] – John shares something he believes about becoming successful that most people disagree with.

Success accelerates when you surround yourself with “why not?” people instead of “why” people.
The people you associate with shape your creativity, confidence, and ambition.

[2:34] – John talks about the Institute of WOW and what problem it solves for entrepreneurs.

Helps businesses take customers’ eyes off price.
Teaches how to create WOW factors that justify buying without discounting.
Competing on price is unsustainable unless you’re built like Costco or Walmart.

[3:33] – John talks about direct response marketing and how it differs from traditional branding.

Branding focuses on long-term awareness; DRM focuses on immediate results.
Small businesses need ROI today, not someday.
DRM allows fast testing and measurable returns.

[4:54] – John shares a real-world example of direct response marketing in action.

Facebook contest strategy giving away the product as the prize.
Example: Dentist offering $5,000 Invisalign prize.
Generated 1,000 leads in one week on $20–$30/day ad spend.

[7:00] – John talks about the number one marketing mistake small business owners make.

Competing on price instead of value.
Price wars are a race to the bottom.
Incentives outperform discounts every time.

[8:40] – John tells how big brands use incentives successfully.

McDonald’s Happy Meal toys.
Amazon Prime perks.
Kellogg’s giveaways.
Incentives redirect attention away from price.

[9:20] – A timeout to thank our sponsors.

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[13:29] – John talks about how Jerry Seinfeld banking campaign come together.

Challenger bank competing against major banks.
Removed low-interest “honeymoon rates”.
Offered free vacations instead.
Generated billions in new home loans.

[16:12] – John tells why Jerry Seinfeld take the campaign to the next level.

Celebrity humor aligned with challenger brand positioning.
Seinfeld humorously mocked big banks.
Campaign ran for three years with massive success.

[18:24] – John talks about the Incentive Playbook and who it is for.

Step-by-step system for running incentive-based campaigns.
Includes templates, ads, landing pages, and scripts.
Designed for any business, any industry.

[19:23] – John shares examples of smaller business incentive.

Landscaper incentive: free case of beer per home worth of turf.
Sold out inventory in four days.
Customers stopped asking for discounts.

[22:13] – John tells that incentives does not have to be always physical giveaways.

Can include sweepstakes, cash prizes, or vacations.
Insurance-backed prize promotions reduce risk.
Businesses pay a fraction of prize value.

[23:05] – John tells what’s included in the special Incentive Formula offer.

Incentive Marketing Playbook (normally $1,997).
Available for $997 with exclusive code.
Includes 30 free vacation vouchers valued at $1,000 each.

[25:17] – John tells how to use these vacation incentives in their business.

Use as a bonus for purchases, consultations, or test drives.
Works for both high-ticket and service businesses.
Vacations are family-friendly and flexible.

[28:51] – Call to action.

Incentive Marketing Playbook – Check out John’s website to learn more about the incredible offer.
Institute of Wow – Marketing ideas with “Wow” for any businesses.
John’s Email – Reach out to John.

[29:34] – Final message to Fire Nation.

Incentives shift behavior instantly.
Small businesses can outmaneuver big brands.
Creativity beats discounting every time.

[30:43] – Thank you to our Sponsors!

Shopify: Shopify is the commerce platform behind millions of businesses around the world! Sign up for your $1-per-month trial today at Shopify.com/onfire!
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!