February 27, 2025 • 24 mins
In this episode, my guest is John Dwyer—a marketing enigma known for crafting “way-outside-the-box” customer attraction strategies.
John is the brains behind campaigns that have turned entire industries on their heads. He’s the guy who got Jerry Seinfeld out of retirement for an ad campaign (seriously, who does that?!), and he’s been helping businesses attract customers like a magnet without ever relying on discounting.
And in this episode? We’re pulling back the curtain on how he does it.
- Why price discounting is a race to the bottom (and what to do instead)
- The insane power of incentives (He literally helped a car dealership achieve its biggest sales month in history—without dropping a single price)
- How to stand out in an industry where everyone is offering the same thing (No more “free oil changes” that no one cares about)
- Why persistence beats intelligence—John shares the exact strategy that landed him the Seinfeld deal, and trust me, it’s a game-changer
If you’ve been wrestling with how to stand out in today’s crowded market, John’s unconventional wisdom is exactly what you need. Hit play now and get ready to think differently about marketing forever!
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This Episode's Sponsor
FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
MC (00:00):
This episode is brought to you by FlexDealer hey auto
industry.
In this episode, my guest is amarketing enigma, a direct
(00:22):
response customer attractionexpert who thinks way outside
the box.
And I mean, of course you knowwe love that here on the Dealer
Playbook.
Of course I'm speaking aboutthe one and only John Dwyer.
John, thanks so much forjoining me on the Dealer
Playbook podcast.
John (00:35):
Thank you, michael, and you know I've always been trying
to work out because that's mynormal intro that everybody
gives me what's an Enigma.
MC (00:41):
Well, you know.
Know, when you say Enigma to me, I think about this band from
the 90s called Enigma, I thinkthey were.
They had at least one hit.
Well, I think of words likeprodigy.
I think of words like someonewho's figured something out and
can repeat it.
That's often what comes to mymind.
(01:01):
I'll go along along with that.
That sounds good.
Okay, I love it.
Well, I want to ask you a littlebit about this, obviously
through the lens of the retailauto industry.
We are on a constant hunt forstriking gold.
What is that one campaign?
The Super Bowl just happened,of course, here in America, and
everyone's like I've got thatone shot, one kill kind of
(01:24):
message.
As I look at your bio, I feelthe need to call out some of
these things that are justincredible to me.
There can only be one personthat brings Jerry Seinfeld out
of retirement, and it's you,which I need to learn about that
.
And the foundation of yourinstitute of wow.
Really, maybe we'll start there.
When did you realize that youwere onto something?
(01:46):
What did that look like?
John (01:48):
Well, yeah, I got into this in the 1800s and so
therefore, I've been doing thisfor a little while.
I used to be on podcasts withwagon wheels back in those days.
Yeah, look, I was okay at art.
At school, art and English weremy subjects, and maths and
science, of course, you know, nochance at all was I going to
pass those subjects.
And so therefore, you know, Isort of could see in my late
(02:09):
teens, early 20s, that I shouldget into the advertising or
marketing or entertainment game.
And so I did.
Yeah, I did all the courses atcollege, but of course that's a
waste of time.
The teachers at college havenever had a job, so therefore
that was a complete waste oftime.
I came out with a certificateand I was lucky enough to get a
job here in Australia, downunder, with a big supermarket
chain called Woolworths, andWoolworths were big on what we
call incentive-based marketing.
(02:30):
And back in the day then whatwe would do is we'd say, look,
if you shop at the supermarketat Woolworths, for every $10 you
spend you get a stamp, and whenyou save up those stamps, you
can get cookware or glasswarefor ridiculous prices.
And when I could see the impactthat had on revenue.
I thought, my goodness, this iscrazy.
(02:51):
Why don't I leave and set up myown business and do all this
sort of stuff?
So that's how it happened.
I used a major retailer here toteach me how to basically
create incentive-based marketing, and then I basically went out
and exploited it myself.
MC (03:01):
Isn't that interesting.
I remember Woolworths.
I want to say Woolworth's wasalso in Canada.
John (03:06):
It was, yeah, I think without the S.
I think in America and Canadait was Woolworth and I'm not
sure that it was the supermarketchain.
It was something else, I think.
But yeah, here in Australiait's a big supermarket chain.
MC (03:15):
Okay, very well, and I love that you say incentive-based
marketing.
I think now we just call itgamification, don't we?
We?
We learn how to, we figure outhow to gamify you know people so
that they want to come back,especially ice cream shops with
they're gonna every 10 cones youget a.
You know a free cone, orsomething like that thank the
millennials, for you knowphrases like that.
John (03:35):
Gamification, like, just like I keep on saying my six
millennials, I've got sixchildren.
So therefore I said it's anincentive.
All right, you call itgamification, it's a bloody
incentive.
MC (03:45):
Oh, isn't that funny.
I have a 15-year-old who'steaching me all sorts of new
lingo and wording today that Ijust I think, man, when I was
his age, the niftiest word Icould come up with was awesome.
And now they abbreviateeverything.
You can't even say abbreviate,john, you have to say abbreve.
They abbrev everything, and mycousin isn't cousin anymore,
(04:07):
it's so he'll say what up?
And I'll say you call me sir,lol.
There's the other one that Ialways think is so much hate.
It's SMH, but it's actuallyshaking my head.
Anyways, we're going off therails.
(04:32):
What was the biggestrealization?
So you're working for a chain.
I find this really interesting.
So you're working forWoolworths.
You tap into oh, they do a lotof incentive-based marketing.
Now I'm going to go start myown company.
What was the biggestrealization you made in breaking
away from an organization thathad a structure and going and
doing it for yourself?
John (04:51):
The realization was that I was an idiot because I had no
money.
Yeah, so it was door knockingthen, and back in the day before
digital, of course, you know.
So therefore, you would sendoff a fax to whoever it might be
, saying, look, I've got theskills to show you how to stop
price discounting.
And what I would do is, youknow, I'd just demonstrate to
them.
I had a guy with me that was anartist, and so therefore, even
(05:14):
before you know, these days,with AI doing most of your
artwork, we would mock up apromotional scratch game or
something of that nature, and Iwould actually then pitch it to
whoever it might be.
And yeah, scratch game orsomething of that nature, and I
would actually then pitch it towhoever it might be.
And, yeah, we put food on thetable for a little while.
I hit the big jackpot when Iended up getting Rupert
Murdoch's newspapers to do allthe scratch bingo.
So I did all the big scratchbingo games for Rupert Murdoch's
(05:35):
newspapers, and how that worksis that, you know, we letterbox
dropped Sydney, let's say, witha scratch card, and you had to
buy the paper to find out thenumbers every day that you would
scratch off.
And we would make sure, becauseof the way that we set up the
cards, that you had three of thefour symbols to win $100,000 by
Wednesday.
So you had to buy Thursday,friday, saturday, sunday's paper
.
MC (05:55):
This obviously evolves to the point where you are able to
get Seinfeld's number.
Bring me into that.
I mean mean, how do you get tothe point where you're the guy
convincing someone like seinfeldto come out of retirement to do
a campaign for you?
John (06:11):
and and, michael, I'll tell you how I did it and I have
milked the shit out of that forthe last 10 years, as you would
, yes, you would, yeah, look, aclient of mine and we're doing
this for car dealerships downunder, so it might be
interesting to you a client ofmine mine about early 2000s was
the Greater Building Society andsorry, 2010, 2011.
And this building society wasup against the big banks in
(06:34):
Australia, like the Wells Fargo,and it was a challenge of brand
, because a building societyversus the big Wells Fargo banks
, it would be like a cornerstore against Costco.
Okay, so therefore, I kept onsaying to them they brought me
on to do marketing consultancyand I said, look, you guys are
on drugs, you are marketing homeloans on a percentage rate.
So, you know, get a home loanfrom the Greater Building
(06:58):
Society for 5.8%.
Well, the Big Wheels Fargo Bankwould beat that within like
five minutes and make it 5.6%,whatever it was a percent lower.
And so they said, okay, smartalec, you've been here for you
know, a couple of months, you'vedone your time and motion study
.
What do you suggest we do?
And at the time, I was doingsome infomercials on television
for a travel discount companywhere they would give you a five
thousand dollar vacation fortwo and a half right.
And I introduced them and saidlook, why don't you do this?
(07:18):
Stop the honeymoon rate, whichevery bank still till today.
It does that where they lookget a home loan from us and
we'll give you a honeymoon rate,a break of 1%, for a year, and
then it jacks back up again.
There's nothing unique aboutthat.
Every bank does it.
So why do it?
And I said look, why don't youpick that up and give it to the
travel company and they'll giveyou a discount vacation?
And that's what we did.
We jumped on TV and socialmedia and we just said get a
(07:40):
home loan, get a free vacation.
They took an extra $10 billionin home loans in the first few
years.
This idiot, this complete moronwho you're talking to, charged
a consultancy fee.
So, anyway, I realised that I'mnot very I can't spell IQ, and
so I could see all these homeloans going out, this bank
making a fortune and about threeor four years into this
(08:02):
promotion get a home loan, get afree vacation we took it up a
notch.
We decided, well, I put it tothe bank that we would get a
celebrity of some sort to takeit to another level.
And so we did a research herein Australia.
Who do you think would be agood person to actually be a
spokesman for the bank, giventhat it's got a cheeky
personality, because we came ontelevision We'd say why would
you get your home loan from thebank?
(08:22):
They know you as a number, youknow.
Come across to the greaterbuildings.
And then we'd show people onthe beaches, of course, and you
know they're happy compared toyou know, being unhappy at a
bank.
And so this survey went out and, of course, just my luck.
I'm thinking we'd be asked forAustralian personalities and
number one came up.
You know, jerry Seinfeld wouldbe a good spokesman for a.
I'm an idiot.
I've now completely dug my owngrave.
I mean, how the hell am I goingto pull this up?
(08:43):
So that's what I did.
I just annoyed his managementfor about six months and
eventually he said yes.
And when I met him for thefirst time in New York, I said
why did you do this?
Because you've got more moneythan God.
And he said to me well, tworeasons.
I love the Aussie sense ofhumor.
And you just asked me tobasically take the piss out of
banks, and so that sounds likeit'd be good fun.
And he said the second thing isI thought if I didn't say yes,
(09:04):
you'd never go away.
I said to him persistence beatsintelligence.
Thankfully, in my instance,persistence beats intelligence.
MC (09:13):
Oh, that I love that.
I mean and there's a secondlesson here, especially for
those that tune into the podcast, which is the dollars are in
the follow-up just relentlessly.
I don't think there's anybodyin the auto industry that should
or be offended by someone whopersistently follows up like
(09:33):
that until they get an answer,and that's something we struggle
with.
I want to talk to you aboutthis because you made a couple
of points and I wrote a notehere.
So you go to the bank and yousay, hey, you should do this
because it's going to work likethis bank.
And you say, hey, you should dothis because it's going to work
like this.
Where does the?
I think marketers in generalstruggle with this, and I'm
interested in your take to knowthat what you're suggesting will
(09:57):
work and or to be able to putyour name on the line, your
reputation on the line, withthat level of confidence that
it'll work, because I think somany people this day and age
just lack the confidence tostand behind an idea.
What do you do?
What's your mechanism?
To say I know what I'm going topitch is going to work.
John (10:15):
Yeah, I think, really, it comes down and this is very
convenient for a baby boomer meto say this, but it comes down
to, you know, my view is thatyou can always have a pretty
good chance of predictingsomeone's assistance to you if
you look at their past, if youlook at their history.
I mean, you know, if you getTom Hanks to do a movie or, you
know, maybe Tom Cruise, there'sa pretty good chance that
movie's going to be a success.
(10:35):
And so you know what I've done,particularly in the last 20
years.
And you know, keep in mind, I'ma baby boomer.
So therefore you're challenginga lot of these digital
marketing agencies that comealong with the.
You know, I call them thebearded hipsters with the
ponytails, and you know I'm notsaying that all of them, you
know, talk themselves up toomuch, but a lot of them, you
know, will sort of givethemselves a bit of a rap and
just say, well, let me have alook at your history, let's see
(10:57):
what you've done.
And, yeah, the way I look at itis that if, when people come to
me, they say look, you know, Iwant you to help me get a lot
more customers, in other words,I need a heart transplant.
And I say to them well, ifyou're going to have a heart
transplant for yourself, wouldyou like the medical student
who's just come out of school,he's 25 and he says, listen,
I've never done this before, butI'm going to give it a hell of
a shot or would you like the oldfart that started for 30, 40
(11:20):
years to say, look, I've donethis in my sleep.
And of course, the answer isthe offer.
So whenever I go into places, Iabsolutely say to them look, I
mean, car dealerships are aneasy one for me.
We have a car dealership thatjust recently duplicated the
bank promotion.
So therefore and I know thatthe best person you can have in
a car dealership is someone whotakes a test drive, because if
(11:42):
you get 10 test drives, thenthere's a chance you're going to
convert two or three of them.
So we just give away a vacationfor every test drive, not for
the car.
So when this particular companycame to us here in Australia,
they said oh, listen, you've gota vacation promotion, and we do
.
We have a promotion where youcan offer you know someone to
come and test drive your car andthey'll get three nights in
Vegas or Orlando or New York, orthis is a worldwide travel
(12:05):
company that we've partnered upwith and they said oh, what
we'll do is we'll, and we givethem the vacations, by the way,
worth $1,000 for three to sevennights.
We give that to them for about$30 something.
Okay, and the reason that wecan do that is because the
hotels are part of this program.
They're very happy to give upunsold rooms outside of school
vacation periods because theyhope that people who stay at
(12:25):
that hotel in Vegas or Orlandoor San Diego or wherever it
might be, buy food.
Yeah, yeah, so it's food andbeverage.
And so, therefore, this guy justsmashed records out of the park
because at first he said to meoh, we'll give away the vacation
vouchers we talked about this,by the way so we'll give away
these vacation vouchers whenthey buy a car.
I said, no, you're on drugs.
(12:48):
Okay, nobody's going to buy a$50,000 or $60,000 or $80,000
car because they get athree-night vacation in Orlando
or New York, but what they willdo is take a test drive.
And so I said what you've gotto do is you've got to treat
this as a Happy Meal toy andunderstand.
And I always tell everyone look, I've got six kids.
They're all growing up now withtheir own little kids.
But you know we spent a fortuneat McDonald's on Happy Meal.
(13:08):
They never, ever ate thehamburger.
It was all about the toy.
So if you give them a HappyMeal toy to take a test drive
and you get that Happy Meal toyworth $1,000, but you're getting
it.
MC (13:29):
Hold on, I'm catching up.
I love the analogy ofMcDonald's.
I don't care what anybody says99 billion hamburgers sold.
We've all eaten at McDonald's,whether we want to admit it or
not.
But the idea of this I don'tknow what you want to call it
this trip wire, this lead magnet, if you will, that sucks them
(13:51):
in.
Whether we want to admit it ornot, we still bought the meal to
get the toy.
You got it.
You got me thinking now aboutthis.
I don't even know what youwould call this, but it's like
almost.
It is a lead generator foreveryone involved.
It's a lead generator for the,the dealership, but it's also a
(14:14):
lead generator for the travelcompany and it's a lead
generator for the hotel.
Like oftentimes, john, I feellike we do this and we say well,
how can I generate leads formyself?
You've actually deployed aprogram that generates leads for
three, maybe four differentbusinesses all in one go.
Hey, does your marketing agencysuck?
(14:37):
Listen, before we hop back intothis episode.
I know you know me as the hostof the Dealer Playbook, but did
you also know that I'm the CEOof FlexDealer, an agency that's
helping dealers capture betterquality leads from local SEO and
hyper-targeted ads that convert.
So if you want to sell morecars and finally have a partner
that's in it with you, thatdoesn't suck visit FlexDealercom
(14:58):
.
Let's hop back into thisepisode.
John (15:03):
Yeah, well, look, and this sounds very corny and I do
seminars, so therefore I'm onstage being corny for quite some
time.
But yeah, this is corny, butit's a win.
It's a win for the cardealership because they're going
to get more.
They're going to get more testdrives than ever, and if they
get a shit audience, it's theirfault, okay.
(15:23):
So what happens is that youadvertise on television and, and
you know, social media, comeand get a test drive from us for
a limited time, and of coursethat's bullshit, because if it
works, you just stretch it.
Okay, and for a limited time.
When you get a test drive fromus, you are going to get a free
vacation and you will have likea beetle mania response to that.
(15:43):
It's just like shut the.
Now what happens is that whenthey click the social media ad
and go through to the landingpage, on that landing page, of
course you get everything buttheir blood group and you've got
to make sure they've got adriver's license, of course.
But you also ask them at thattime you know how old is their
current car?
Have they been thinking of allthe usual pre-qualifications?
So therefore, if you letsomeone take a test drive and
(16:04):
they've not satisfied you onthat pre-qualification landing
page, then you are silly.
So therefore, the thing thatyou are letting people take a
test drive based on youpre-qualifying on that landing
page, you will get the odd tirekicker who will slip through.
But that's collateral damagewith any promotion.
MC (16:21):
Yeah, that makes sense.
I love that you said everythingbut their blood type.
What interests me about this isyou've pulled on multiple
psychological triggers,including the right up to the
last point where you're askingfor so much information.
That becomes, if I'munderstanding this correctly,
that becomes the mechanism thatweeds out people that aren't
actually interested or in aposition where a new car is a
(16:44):
feasible option for them.
John (16:47):
Yeah, exactly.
I mean, at the end of the day,we all want warm leads, we don't
want cold leads.
And the trouble with Zuckerbergand his friends is that you
know, depending upon what weekit is, he can give you a
shitload of cold leads.
And you don't want cold leads,you want warm leads.
And so, yeah, the idea is thatyou have an Elvis found headline
which is take a test drive, geta free vacation, which is just
(17:08):
like knockout.
You'll never see a biggerheadline than that.
I mean, in the BuildingSociety's instance, how it came
about when I had Seinfeld comeon TV in Australia and say get a
home, get a free vacation.
Pretty hard to keep that asecret.
So this travel companycontacted me just before COVID
and they said look, we've gotaccess to unsolved rooms all
around the world, includingAustralia, and so, therefore,
you look like you've got half aclue when it comes to marketing.
(17:29):
How about we join forces?
And therefore you actually, youknow, package this up as a
happy meal toy my words, nottheirs and give this to
businesses to help them takeeveryone's eyes off the price.
And then you know, you pay us aroyalty fee.
And I said hallelujah, becauseI knew how hot vacations were,
having come off the Seinfeldthing, and so, therefore, what
we've done is that we'vepackaged this promotion together
with, you know, vouchers thatlook like this, and we basically
(17:50):
say to people look, if you'vegot a lawn mowing business, tell
them to actually, you know, gettheir lawn mowed three times
and give them a vacation Ifyou've got, you know, if you're
selling a refrigerator, buy myrefrigerator, you get a free
vacation.
And the way that we educatedeveryone, including car
dealerships, is just think HappyMeal toys and think that
they've taken your eyes off theprice because of pester power.
Your kids are going.
Mummy, mummy, daddy, I want thetoy in the box.
(18:12):
And you know what's the crazypart about this, michael?
97% of businesses worldwidehave never used an incentive
because it's too easy to droptheir pants, but they've bought
Kellogg's Corn Flakes for 50years because the toy's in the
box.
They've joined the PrimeMembership Club in Amazon
because they get free shippingand free movies and, of course,
they bought the unhappy meal,but they've never implemented
(18:32):
into their own business, whichis nuts.
That means that they'remarketing their business on
price, which every single cardealership does.
MC (18:39):
Wow.
Not only that, the bestincentive that the industry
often comes up with is get afree oil change.
I can see from your instantreaction that's not a good one.
John (18:50):
Yeah, and look, the win thing.
I mean you know we've done.
You know, win a million dollarsif you come into the car
dealership.
We do a lot of the insuredprice promotions with Lloyds of
London.
So therefore we package a lotof that stuff up.
You know I can get a milliondollars from insurance company
for about $20,000 to $23,000.
And you can say, come in andhave a test drive and you're in
the draw to win a milliondollars.
So you know we do all of that.
(19:10):
We've filled resorts in Fijiand Hawaii by.
You know, basically saying totravel agents listen, you book
people into our resort andyou're in the draw to win a
million dollars.
Well, when you go to a travelagent and say, look, I'm going
to Fiji, what resort should I goto?
Where do you think the travelagency is going to put you yeah,
that's right.
So these are all artificialstimuluses of hot leads.
(19:33):
And the point is that when I'veseen a lot of the contests with
car dealerships and they saycome in and do this and you
might win, there's nothing thatbeats.
You buy, you get.
If McDonald's said in every 10Happy Meals you buy, one of them
will have a toy, I do not thinkthat would get your attention.
You get a toy every time youbuy a Happy Meal.
(19:57):
So what we say to people, listen, if you've got a conversion
rate in the car dealership Imean, I looked up the statistics
before we got on this and juston Google, it tells me that you
know, the average conversionrate is two, three, sometimes
four out of 10 test drives thatyou convert that to a customer.
Well, if you're getting avacation voucher that gives
people three to seven nights,you know vacation accommodation.
It doesn't include travel, ofcourse, but it's accommodation
and that's worth up to athousand dollars and you are
going to get that for $32.
(20:18):
I think we sell them for then.
Yeah, 10 of those is $320.
That you've just handed out toget 10 test drives and you sell
two or three motor cars.
I think you're ahead.
MC (20:27):
I think you're ahead wow, fitting that's the word that
comes out of my mouth.
I mean, you're the founder ofthe institute of wow, um, and
that's the word that's comingout of my I.
I don't have a better word umother than wow.
Uh, the common sense in me saysthis works.
It just makes so much sense tome.
(20:50):
I can only imagine dealers whoare sitting here saying how do I
differentiate?
And they're all offeringforever warranty, and they're
all offering free powertrainwarranties for life.
And they're all doing that.
They're all saying the samethings.
This is a very real, practicalexample of a program that could
be put together to drive themmore business for cheap, and I
(21:12):
was going to ask you about that.
So it's really the cost to thedealers, you know.
You know, like you said, it's30 bucks per test drive.
Who's really footing the billfor this?
Or?
John (21:24):
is it the vacation cab, the travel companies that
contacted me pre-covid I mean,by the way, you know, michael,
when this happened.
They contacted me about sixmonths before covid.
None of us knew covid wouldcome along and I thought this is
unbelievable.
I knew what I could do with itand so, therefore, I remember,
advertised this, uh, tobusinesses, particularly on
social media, and the money justcame pouring in.
And I said to my wife wife, youknow Fiji.
(21:46):
And she said, oh, you've beenworking hard, that'd be nice for
a vacation.
I said, vacation, forget thevacation, buy the island, okay.
And God was watching and thrustCOVID upon the world to get my
head to shrink because I got tooconfident.
And so here we are.
We had the retirement packagefrom heaven, which was a
travel-related product.
The first time in 100 years, noone could travel.
So, yeah, I thanked God forthat.
(22:07):
That was great.
And so for two years we sat onour hands, of course, pretty
much.
But yeah, of course, you know,after COVID, then this thing's
the hottest Happy Meal toy intown.
And as far as does it work?
The car dealership that we justdid this for in Australia a few
months back.
It was the biggest period,biggest period.
I think they ran it for twomonths, the biggest two-month
(22:28):
period in the history of the cardealership company.
MC (22:29):
It was unbelievable.
Wow yeah, I'm blown away.
I'm blown away.
I love this kind of informationFor those listening or watching
.
I mean you know, I mean wetalked about history, we talked
about wisdom and experience.
You called yourself a boomer,not me, just for the record.
You know this stuff works.
How can those listening andwatching connect with you or
reach out to you to learn more?
John (22:51):
Let me just play.
Show this up to the screen.
I think I can show that.
I'll just put it on my phonebecause I know we can't do
screenshots here.
But that's, we call it holidayin Australia, okay.
So therefore, what's vacationin America?
So you'll see there.
That was the banner on top oftheir website basically says
come in and have a test driveand you get a free vacation.
Anyone who does anything likethis.
What I suggest they do is thatthey would always show beach
(23:12):
locations.
Okay, we've tested everythingyou imagine.
We did this for 10 years at theGreater Building Society and
Seifert was involved in thelatter part of that.
But our research showed us, ifyou show them snow and red wine
and log fires, that's good.
Research showed us, if you showthem snow and red wine and log
fires, that's good.
But if you show them beachesand people playing and on the
beach in summertime, you willget another 50 better response.
(23:34):
So if you ever give away avacation as an incentive, then
make sure you show.
You show summer, not winter,and look, you can have a look at
it.
It's vacationsincentivecom.
So if you go to our americansite, it's because we've got the
license to do this around theworld.
So therefore, vacations plural,so that's vacationsincentivecom
.
But when you go there you'llsee that the minimum order is 50
(23:57):
vacations at $97.
But if I'm on a podcast likethis, knowing full well that
there's a niche audiencewatching it, then we give a
three for one deal.
So, therefore, what happens isthat if you multiply 50 vacation
vouchers by $97, then of courseit comes in at $4,850.
And what we do is we give you athree for one deal if you
mention that you've come fromthis podcast, which means you
(24:18):
get 150 vouchers for the priceof 50.
And so therefore, that meansthat the vouchers are costing
you $32 each.
MC (24:26):
Guys, you better light John up.
That is an incredible deal.
John can't thank you enough,sir.
Thank you so much for joiningme on the Dealer Playbook
Podcast.
John (24:37):
My pleasure, All the best.
MC (24:38):
Michael hey, thanks for listening to the Dealer Playbook
Podcast.
If you enjoyed tuning in,please subscribe, share and hit
that like button.
You can also join us and theDPB community on social media.
Check back next week for a newDealer Playbook episode.
Thanks so much for joining.
This episode is brought to you by FlexDealer hey auto
industry.
In this episode, my guest is amarketing enigma, a direct
(00:22):
response customer attractionexpert who thinks way outside
the box.
And I mean, of course you knowwe love that here on the Dealer
Playbook.
Of course I'm speaking aboutthe one and only John Dwyer.
John, thanks so much forjoining me on the Dealer
Playbook podcast.
John (00:35):
Thank you, michael, and you know I've always been trying
to work out because that's mynormal intro that everybody
gives me what's an Enigma.
MC (00:41):
Well, you know.
Know, when you say Enigma to me, I think about this band from
the 90s called Enigma, I thinkthey were.
They had at least one hit.
Well, I think of words likeprodigy.
I think of words like someonewho's figured something out and
can repeat it.
That's often what comes to mymind.
(01:01):
I'll go along along with that.
That sounds good.
Okay, I love it.
Well, I want to ask you a littlebit about this, obviously
through the lens of the retailauto industry.
We are on a constant hunt forstriking gold.
What is that one campaign?
The Super Bowl just happened,of course, here in America, and
everyone's like I've got thatone shot, one kill kind of
(01:24):
message.
As I look at your bio, I feelthe need to call out some of
these things that are justincredible to me.
There can only be one personthat brings Jerry Seinfeld out
of retirement, and it's you,which I need to learn about that
.
And the foundation of yourinstitute of wow.
Really, maybe we'll start there.
When did you realize that youwere onto something?
(01:46):
What did that look like?
John (01:48):
Well, yeah, I got into this in the 1800s and so
therefore, I've been doing thisfor a little while.
I used to be on podcasts withwagon wheels back in those days.
Yeah, look, I was okay at art.
At school, art and English weremy subjects, and maths and
science, of course, you know, nochance at all was I going to
pass those subjects.
And so therefore, you know, Isort of could see in my late
(02:09):
teens, early 20s, that I shouldget into the advertising or
marketing or entertainment game.
And so I did.
Yeah, I did all the courses atcollege, but of course that's a
waste of time.
The teachers at college havenever had a job, so therefore
that was a complete waste oftime.
I came out with a certificateand I was lucky enough to get a
job here in Australia, downunder, with a big supermarket
chain called Woolworths, andWoolworths were big on what we
call incentive-based marketing.
(02:30):
And back in the day then whatwe would do is we'd say, look,
if you shop at the supermarketat Woolworths, for every $10 you
spend you get a stamp, and whenyou save up those stamps, you
can get cookware or glasswarefor ridiculous prices.
And when I could see the impactthat had on revenue.
I thought, my goodness, this iscrazy.
(02:51):
Why don't I leave and set up myown business and do all this
sort of stuff?
So that's how it happened.
I used a major retailer here toteach me how to basically
create incentive-based marketing, and then I basically went out
and exploited it myself.
MC (03:01):
Isn't that interesting.
I remember Woolworths.
I want to say Woolworth's wasalso in Canada.
John (03:06):
It was, yeah, I think without the S.
I think in America and Canadait was Woolworth and I'm not
sure that it was the supermarketchain.
It was something else, I think.
But yeah, here in Australiait's a big supermarket chain.
MC (03:15):
Okay, very well, and I love that you say incentive-based
marketing.
I think now we just call itgamification, don't we?
We?
We learn how to, we figure outhow to gamify you know people so
that they want to come back,especially ice cream shops with
they're gonna every 10 cones youget a.
You know a free cone, orsomething like that thank the
millennials, for you knowphrases like that.
John (03:35):
Gamification, like, just like I keep on saying my six
millennials, I've got sixchildren.
So therefore I said it's anincentive.
All right, you call itgamification, it's a bloody
incentive.
MC (03:45):
Oh, isn't that funny.
I have a 15-year-old who'steaching me all sorts of new
lingo and wording today that Ijust I think, man, when I was
his age, the niftiest word Icould come up with was awesome.
And now they abbreviateeverything.
You can't even say abbreviate,john, you have to say abbreve.
They abbrev everything, and mycousin isn't cousin anymore,
(04:07):
it's so he'll say what up?
And I'll say you call me sir,lol.
There's the other one that Ialways think is so much hate.
It's SMH, but it's actuallyshaking my head.
Anyways, we're going off therails.
(04:32):
What was the biggestrealization?
So you're working for a chain.
I find this really interesting.
So you're working forWoolworths.
You tap into oh, they do a lotof incentive-based marketing.
Now I'm going to go start myown company.
What was the biggestrealization you made in breaking
away from an organization thathad a structure and going and
doing it for yourself?
John (04:51):
The realization was that I was an idiot because I had no
money.
Yeah, so it was door knockingthen, and back in the day before
digital, of course, you know.
So therefore, you would sendoff a fax to whoever it might be
, saying, look, I've got theskills to show you how to stop
price discounting.
And what I would do is, youknow, I'd just demonstrate to
them.
I had a guy with me that was anartist, and so therefore, even
(05:14):
before you know, these days,with AI doing most of your
artwork, we would mock up apromotional scratch game or
something of that nature, and Iwould actually then pitch it to
whoever it might be.
And yeah, scratch game orsomething of that nature, and I
would actually then pitch it towhoever it might be.
And, yeah, we put food on thetable for a little while.
I hit the big jackpot when Iended up getting Rupert
Murdoch's newspapers to do allthe scratch bingo.
So I did all the big scratchbingo games for Rupert Murdoch's
(05:35):
newspapers, and how that worksis that, you know, we letterbox
dropped Sydney, let's say, witha scratch card, and you had to
buy the paper to find out thenumbers every day that you would
scratch off.
And we would make sure, becauseof the way that we set up the
cards, that you had three of thefour symbols to win $100,000 by
Wednesday.
So you had to buy Thursday,friday, saturday, sunday's paper
.
MC (05:55):
This obviously evolves to the point where you are able to
get Seinfeld's number.
Bring me into that.
I mean mean, how do you get tothe point where you're the guy
convincing someone like seinfeldto come out of retirement to do
a campaign for you?
John (06:11):
and and, michael, I'll tell you how I did it and I have
milked the shit out of that forthe last 10 years, as you would
, yes, you would, yeah, look, aclient of mine and we're doing
this for car dealerships downunder, so it might be
interesting to you a client ofmine mine about early 2000s was
the Greater Building Society andsorry, 2010, 2011.
And this building society wasup against the big banks in
(06:34):
Australia, like the Wells Fargo,and it was a challenge of brand
, because a building societyversus the big Wells Fargo banks
, it would be like a cornerstore against Costco.
Okay, so therefore, I kept onsaying to them they brought me
on to do marketing consultancyand I said, look, you guys are
on drugs, you are marketing homeloans on a percentage rate.
So, you know, get a home loanfrom the Greater Building
(06:58):
Society for 5.8%.
Well, the Big Wheels Fargo Bankwould beat that within like
five minutes and make it 5.6%,whatever it was a percent lower.
And so they said, okay, smartalec, you've been here for you
know, a couple of months, you'vedone your time and motion study
.
What do you suggest we do?
And at the time, I was doingsome infomercials on television
for a travel discount companywhere they would give you a five
thousand dollar vacation fortwo and a half right.
And I introduced them and saidlook, why don't you do this?
(07:18):
Stop the honeymoon rate, whichevery bank still till today.
It does that where they lookget a home loan from us and
we'll give you a honeymoon rate,a break of 1%, for a year, and
then it jacks back up again.
There's nothing unique aboutthat.
Every bank does it.
So why do it?
And I said look, why don't youpick that up and give it to the
travel company and they'll giveyou a discount vacation?
And that's what we did.
We jumped on TV and socialmedia and we just said get a
(07:40):
home loan, get a free vacation.
They took an extra $10 billionin home loans in the first few
years.
This idiot, this complete moronwho you're talking to, charged
a consultancy fee.
So, anyway, I realised that I'mnot very I can't spell IQ, and
so I could see all these homeloans going out, this bank
making a fortune and about threeor four years into this
(08:02):
promotion get a home loan, get afree vacation we took it up a
notch.
We decided, well, I put it tothe bank that we would get a
celebrity of some sort to takeit to another level.
And so we did a research herein Australia.
Who do you think would be agood person to actually be a
spokesman for the bank, giventhat it's got a cheeky
personality, because we came ontelevision We'd say why would
you get your home loan from thebank?
(08:22):
They know you as a number, youknow.
Come across to the greaterbuildings.
And then we'd show people onthe beaches, of course, and you
know they're happy compared toyou know, being unhappy at a
bank.
And so this survey went out and, of course, just my luck.
I'm thinking we'd be asked forAustralian personalities and
number one came up.
You know, jerry Seinfeld wouldbe a good spokesman for a.
I'm an idiot.
I've now completely dug my owngrave.
I mean, how the hell am I goingto pull this up?
(08:43):
So that's what I did.
I just annoyed his managementfor about six months and
eventually he said yes.
And when I met him for thefirst time in New York, I said
why did you do this?
Because you've got more moneythan God.
And he said to me well, tworeasons.
I love the Aussie sense ofhumor.
And you just asked me tobasically take the piss out of
banks, and so that sounds likeit'd be good fun.
And he said the second thing isI thought if I didn't say yes,
(09:04):
you'd never go away.
I said to him persistence beatsintelligence.
Thankfully, in my instance,persistence beats intelligence.
MC (09:13):
Oh, that I love that.
I mean and there's a secondlesson here, especially for
those that tune into the podcast, which is the dollars are in
the follow-up just relentlessly.
I don't think there's anybodyin the auto industry that should
or be offended by someone whopersistently follows up like
(09:33):
that until they get an answer,and that's something we struggle
with.
I want to talk to you aboutthis because you made a couple
of points and I wrote a notehere.
So you go to the bank and yousay, hey, you should do this
because it's going to work likethis bank.
And you say, hey, you should dothis because it's going to work
like this.
Where does the?
I think marketers in generalstruggle with this, and I'm
interested in your take to knowthat what you're suggesting will
(09:57):
work and or to be able to putyour name on the line, your
reputation on the line, withthat level of confidence that
it'll work, because I think somany people this day and age
just lack the confidence tostand behind an idea.
What do you do?
What's your mechanism?
To say I know what I'm going topitch is going to work.
John (10:15):
Yeah, I think, really, it comes down and this is very
convenient for a baby boomer meto say this, but it comes down
to, you know, my view is thatyou can always have a pretty
good chance of predictingsomeone's assistance to you if
you look at their past, if youlook at their history.
I mean, you know, if you getTom Hanks to do a movie or, you
know, maybe Tom Cruise, there'sa pretty good chance that
movie's going to be a success.
(10:35):
And so you know what I've done,particularly in the last 20
years.
And you know, keep in mind, I'ma baby boomer.
So therefore you're challenginga lot of these digital
marketing agencies that comealong with the.
You know, I call them thebearded hipsters with the
ponytails, and you know I'm notsaying that all of them, you
know, talk themselves up toomuch, but a lot of them, you
know, will sort of givethemselves a bit of a rap and
just say, well, let me have alook at your history, let's see
(10:57):
what you've done.
And, yeah, the way I look at itis that if, when people come to
me, they say look, you know, Iwant you to help me get a lot
more customers, in other words,I need a heart transplant.
And I say to them well, ifyou're going to have a heart
transplant for yourself, wouldyou like the medical student
who's just come out of school,he's 25 and he says, listen,
I've never done this before, butI'm going to give it a hell of
a shot or would you like the oldfart that started for 30, 40
(11:20):
years to say, look, I've donethis in my sleep.
And of course, the answer isthe offer.
So whenever I go into places, Iabsolutely say to them look, I
mean, car dealerships are aneasy one for me.
We have a car dealership thatjust recently duplicated the
bank promotion.
So therefore and I know thatthe best person you can have in
a car dealership is someone whotakes a test drive, because if
(11:42):
you get 10 test drives, thenthere's a chance you're going to
convert two or three of them.
So we just give away a vacationfor every test drive, not for
the car.
So when this particular companycame to us here in Australia,
they said oh, listen, you've gota vacation promotion, and we do
.
We have a promotion where youcan offer you know someone to
come and test drive your car andthey'll get three nights in
Vegas or Orlando or New York, orthis is a worldwide travel
(12:05):
company that we've partnered upwith and they said oh, what
we'll do is we'll, and we givethem the vacations, by the way,
worth $1,000 for three to sevennights.
We give that to them for about$30 something.
Okay, and the reason that wecan do that is because the
hotels are part of this program.
They're very happy to give upunsold rooms outside of school
vacation periods because theyhope that people who stay at
(12:25):
that hotel in Vegas or Orlandoor San Diego or wherever it
might be, buy food.
Yeah, yeah, so it's food andbeverage.
And so, therefore, this guy justsmashed records out of the park
because at first he said to meoh, we'll give away the vacation
vouchers we talked about this,by the way so we'll give away
these vacation vouchers whenthey buy a car.
I said, no, you're on drugs.
(12:48):
Okay, nobody's going to buy a$50,000 or $60,000 or $80,000
car because they get athree-night vacation in Orlando
or New York, but what they willdo is take a test drive.
And so I said what you've gotto do is you've got to treat
this as a Happy Meal toy andunderstand.
And I always tell everyone look, I've got six kids.
They're all growing up now withtheir own little kids.
But you know we spent a fortuneat McDonald's on Happy Meal.
(13:08):
They never, ever ate thehamburger.
It was all about the toy.
So if you give them a HappyMeal toy to take a test drive
and you get that Happy Meal toyworth $1,000, but you're getting
it.
MC (13:29):
Hold on, I'm catching up.
I love the analogy ofMcDonald's.
I don't care what anybody says99 billion hamburgers sold.
We've all eaten at McDonald's,whether we want to admit it or
not.
But the idea of this I don'tknow what you want to call it
this trip wire, this lead magnet, if you will, that sucks them
(13:51):
in.
Whether we want to admit it ornot, we still bought the meal to
get the toy.
You got it.
You got me thinking now aboutthis.
I don't even know what youwould call this, but it's like
almost.
It is a lead generator foreveryone involved.
It's a lead generator for the,the dealership, but it's also a
(14:14):
lead generator for the travelcompany and it's a lead
generator for the hotel.
Like oftentimes, john, I feellike we do this and we say well,
how can I generate leads formyself?
You've actually deployed aprogram that generates leads for
three, maybe four differentbusinesses all in one go.
Hey, does your marketing agencysuck?
(14:37):
Listen, before we hop back intothis episode.
I know you know me as the hostof the Dealer Playbook, but did
you also know that I'm the CEOof FlexDealer, an agency that's
helping dealers capture betterquality leads from local SEO and
hyper-targeted ads that convert.
So if you want to sell morecars and finally have a partner
that's in it with you, thatdoesn't suck visit FlexDealercom
(14:58):
.
Let's hop back into thisepisode.
John (15:03):
Yeah, well, look, and this sounds very corny and I do
seminars, so therefore I'm onstage being corny for quite some
time.
But yeah, this is corny, butit's a win.
It's a win for the cardealership because they're going
to get more.
They're going to get more testdrives than ever, and if they
get a shit audience, it's theirfault, okay.
(15:23):
So what happens is that youadvertise on television and, and
you know, social media, comeand get a test drive from us for
a limited time, and of coursethat's bullshit, because if it
works, you just stretch it.
Okay, and for a limited time.
When you get a test drive fromus, you are going to get a free
vacation and you will have likea beetle mania response to that.
(15:43):
It's just like shut the.
Now what happens is that whenthey click the social media ad
and go through to the landingpage, on that landing page, of
course you get everything buttheir blood group and you've got
to make sure they've got adriver's license, of course.
But you also ask them at thattime you know how old is their
current car?
Have they been thinking of allthe usual pre-qualifications?
So therefore, if you letsomeone take a test drive and
(16:04):
they've not satisfied you onthat pre-qualification landing
page, then you are silly.
So therefore, the thing thatyou are letting people take a
test drive based on youpre-qualifying on that landing
page, you will get the odd tirekicker who will slip through.
But that's collateral damagewith any promotion.
MC (16:21):
Yeah, that makes sense.
I love that you said everythingbut their blood type.
What interests me about this isyou've pulled on multiple
psychological triggers,including the right up to the
last point where you're askingfor so much information.
That becomes, if I'munderstanding this correctly,
that becomes the mechanism thatweeds out people that aren't
actually interested or in aposition where a new car is a
(16:44):
feasible option for them.
John (16:47):
Yeah, exactly.
I mean, at the end of the day,we all want warm leads, we don't
want cold leads.
And the trouble with Zuckerbergand his friends is that you
know, depending upon what weekit is, he can give you a
shitload of cold leads.
And you don't want cold leads,you want warm leads.
And so, yeah, the idea is thatyou have an Elvis found headline
which is take a test drive, geta free vacation, which is just
(17:08):
like knockout.
You'll never see a biggerheadline than that.
I mean, in the BuildingSociety's instance, how it came
about when I had Seinfeld comeon TV in Australia and say get a
home, get a free vacation.
Pretty hard to keep that asecret.
So this travel companycontacted me just before COVID
and they said look, we've gotaccess to unsolved rooms all
around the world, includingAustralia, and so, therefore,
you look like you've got half aclue when it comes to marketing.
(17:29):
How about we join forces?
And therefore you actually, youknow, package this up as a
happy meal toy my words, nottheirs and give this to
businesses to help them takeeveryone's eyes off the price.
And then you know, you pay us aroyalty fee.
And I said hallelujah, becauseI knew how hot vacations were,
having come off the Seinfeldthing, and so, therefore, what
we've done is that we'vepackaged this promotion together
with, you know, vouchers thatlook like this, and we basically
(17:50):
say to people look, if you'vegot a lawn mowing business, tell
them to actually, you know, gettheir lawn mowed three times
and give them a vacation Ifyou've got, you know, if you're
selling a refrigerator, buy myrefrigerator, you get a free
vacation.
And the way that we educatedeveryone, including car
dealerships, is just think HappyMeal toys and think that
they've taken your eyes off theprice because of pester power.
Your kids are going.
Mummy, mummy, daddy, I want thetoy in the box.
(18:12):
And you know what's the crazypart about this, michael?
97% of businesses worldwidehave never used an incentive
because it's too easy to droptheir pants, but they've bought
Kellogg's Corn Flakes for 50years because the toy's in the
box.
They've joined the PrimeMembership Club in Amazon
because they get free shippingand free movies and, of course,
they bought the unhappy meal,but they've never implemented
(18:32):
into their own business, whichis nuts.
That means that they'remarketing their business on
price, which every single cardealership does.
MC (18:39):
Wow.
Not only that, the bestincentive that the industry
often comes up with is get afree oil change.
I can see from your instantreaction that's not a good one.
John (18:50):
Yeah, and look, the win thing.
I mean you know we've done.
You know, win a million dollarsif you come into the car
dealership.
We do a lot of the insuredprice promotions with Lloyds of
London.
So therefore we package a lotof that stuff up.
You know I can get a milliondollars from insurance company
for about $20,000 to $23,000.
And you can say, come in andhave a test drive and you're in
the draw to win a milliondollars.
So you know we do all of that.
(19:10):
We've filled resorts in Fijiand Hawaii by.
You know, basically saying totravel agents listen, you book
people into our resort andyou're in the draw to win a
million dollars.
Well, when you go to a travelagent and say, look, I'm going
to Fiji, what resort should I goto?
Where do you think the travelagency is going to put you yeah,
that's right.
So these are all artificialstimuluses of hot leads.
(19:33):
And the point is that when I'veseen a lot of the contests with
car dealerships and they saycome in and do this and you
might win, there's nothing thatbeats.
You buy, you get.
If McDonald's said in every 10Happy Meals you buy, one of them
will have a toy, I do not thinkthat would get your attention.
You get a toy every time youbuy a Happy Meal.
(19:57):
So what we say to people, listen, if you've got a conversion
rate in the car dealership Imean, I looked up the statistics
before we got on this and juston Google, it tells me that you
know, the average conversionrate is two, three, sometimes
four out of 10 test drives thatyou convert that to a customer.
Well, if you're getting avacation voucher that gives
people three to seven nights,you know vacation accommodation.
It doesn't include travel, ofcourse, but it's accommodation
and that's worth up to athousand dollars and you are
going to get that for $32.
(20:18):
I think we sell them for then.
Yeah, 10 of those is $320.
That you've just handed out toget 10 test drives and you sell
two or three motor cars.
I think you're ahead.
MC (20:27):
I think you're ahead wow, fitting that's the word that
comes out of my mouth.
I mean, you're the founder ofthe institute of wow, um, and
that's the word that's comingout of my I.
I don't have a better word umother than wow.
Uh, the common sense in me saysthis works.
It just makes so much sense tome.
(20:50):
I can only imagine dealers whoare sitting here saying how do I
differentiate?
And they're all offeringforever warranty, and they're
all offering free powertrainwarranties for life.
And they're all doing that.
They're all saying the samethings.
This is a very real, practicalexample of a program that could
be put together to drive themmore business for cheap, and I
(21:12):
was going to ask you about that.
So it's really the cost to thedealers, you know.
You know, like you said, it's30 bucks per test drive.
Who's really footing the billfor this?
Or?
John (21:24):
is it the vacation cab, the travel companies that
contacted me pre-covid I mean,by the way, you know, michael,
when this happened.
They contacted me about sixmonths before covid.
None of us knew covid wouldcome along and I thought this is
unbelievable.
I knew what I could do with itand so, therefore, I remember,
advertised this, uh, tobusinesses, particularly on
social media, and the money justcame pouring in.
And I said to my wife wife, youknow Fiji.
(21:46):
And she said, oh, you've beenworking hard, that'd be nice for
a vacation.
I said, vacation, forget thevacation, buy the island, okay.
And God was watching and thrustCOVID upon the world to get my
head to shrink because I got tooconfident.
And so here we are.
We had the retirement packagefrom heaven, which was a
travel-related product.
The first time in 100 years, noone could travel.
So, yeah, I thanked God forthat.
(22:07):
That was great.
And so for two years we sat onour hands, of course, pretty
much.
But yeah, of course, you know,after COVID, then this thing's
the hottest Happy Meal toy intown.
And as far as does it work?
The car dealership that we justdid this for in Australia a few
months back.
It was the biggest period,biggest period.
I think they ran it for twomonths, the biggest two-month
(22:28):
period in the history of the cardealership company.
MC (22:29):
It was unbelievable.
Wow yeah, I'm blown away.
I'm blown away.
I love this kind of informationFor those listening or watching
.
I mean you know, I mean wetalked about history, we talked
about wisdom and experience.
You called yourself a boomer,not me, just for the record.
You know this stuff works.
How can those listening andwatching connect with you or
reach out to you to learn more?
John (22:51):
Let me just play.
Show this up to the screen.
I think I can show that.
I'll just put it on my phonebecause I know we can't do
screenshots here.
But that's, we call it holidayin Australia, okay.
So therefore, what's vacationin America?
So you'll see there.
That was the banner on top oftheir website basically says
come in and have a test driveand you get a free vacation.
Anyone who does anything likethis.
What I suggest they do is thatthey would always show beach
(23:12):
locations.
Okay, we've tested everythingyou imagine.
We did this for 10 years at theGreater Building Society and
Seifert was involved in thelatter part of that.
But our research showed us, ifyou show them snow and red wine
and log fires, that's good.
Research showed us, if you showthem snow and red wine and log
fires, that's good.
But if you show them beachesand people playing and on the
beach in summertime, you willget another 50 better response.
(23:34):
So if you ever give away avacation as an incentive, then
make sure you show.
You show summer, not winter,and look, you can have a look at
it.
It's vacationsincentivecom.
So if you go to our americansite, it's because we've got the
license to do this around theworld.
So therefore, vacations plural,so that's vacationsincentivecom
.
But when you go there you'llsee that the minimum order is 50
(23:57):
vacations at $97.
But if I'm on a podcast likethis, knowing full well that
there's a niche audiencewatching it, then we give a
three for one deal.
So, therefore, what happens isthat if you multiply 50 vacation
vouchers by $97, then of courseit comes in at $4,850.
And what we do is we give you athree for one deal if you
mention that you've come fromthis podcast, which means you
(24:18):
get 150 vouchers for the priceof 50.
And so therefore, that meansthat the vouchers are costing
you $32 each.
MC (24:26):
Guys, you better light John up.
That is an incredible deal.
John can't thank you enough,sir.
Thank you so much for joiningme on the Dealer Playbook
Podcast.
John (24:37):
My pleasure, All the best.
MC (24:38):
Michael hey, thanks for listening to the Dealer Playbook
Podcast.
If you enjoyed tuning in,please subscribe, share and hit
that like button.
You can also join us and theDPB community on social media.
Check back next week for a newDealer Playbook episode.
Thanks so much for joining.
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