August 29, 2025 • 37 mins
When was the last time your marketing made potential clients say "WOW"? In this eye-opening conversation with John "JD" Dwyer from the WOW Institute, we dive deep into marketing strategies that generate what he calls "avalanche leads" – not just a trickle of prospects, but a flood of qualified potential clients ready to buy.
JD challenges the conventional wisdom of brand-building marketing with his direct response approach: "Most marketing agencies will say 'get people to fall in love with your brand so they'll taste your product.' We flip that. We teach businesses how to get them to taste your product so they fall in love with your brand." This fundamental shift creates immediate results rather than vague future potential.
The heart of effective marketing lies in the five-step direct response formula: highlight a problem, aggravate that problem, provide a solution, offer proof through testimonials, and deliver a compelling call to action. But what truly separates successful campaigns from mediocre ones is the implementation strategy. JD's Facebook Contest Formula has generated extraordinary results – including 991 qualified leads in a single week for a dentist spending just $20 daily on ads. The secret? Offering prizes that only appeal to your ideal clients, creating self-selected lists of red-hot prospects.
Perhaps most surprising is JD's revelation about data collection. Even major corporations fail at this crucial aspect of marketing, while a restaurant implementing his simple strategy collected over 92,000 customer contacts and filled every empty seat with a single text message. As JD emphatically states, "Your database is the most valuable thing to your business during your entire career."
Ready to transform your marketing approach? Email john@theinstituteofwow.com to receive JD's free digital marketing manifesto packed with case studies of successful campaigns that have generated millions in revenue across diverse industries.
https://fbcontestblueprint.com/
https://wowmanifesto.com/free/
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Hey everybody, welcome to another podcast of
Marketing 101.
We've got a really fun guestthis week JD from the WOW
Institute.
Thanks for being here, my man.
Speaker 2 (00:10):
My pleasure, my pleasure.
And it's funny, you know, whenI just listened to your intro
there, we've got a great gueston today.
Do you ever intro?
We've got an awful guest ontoday.
Speaker 1 (00:22):
Awful guest.
I've never introduced him as anawful guest.
Uh, we'll let the, the crowddecide at the end.
But no, I honestly I haven'thad any awful guests.
You guys are all purposeful andyou have a purpose behind you
and you reach out to me or myteam reaches out to you and asks
you to be a guest and uh, yougraciously say yes and uh, no,
I've never really had a badguest.
(00:42):
I don't think I have.
I'll go back and check, maybeI'll.
Speaker 2 (00:45):
Maybe there is one we'll see, let's hope this is
not a first no, let's not.
Speaker 1 (00:49):
No, you're from australia.
We should be good to go thereyeah, yeah, good yeah, tell us
about what you.
How'd you get into all this?
How did you create the wowinstitute?
And, uh, you're going to bringsome powerful messaging about
marketing, uh, which I'm goingto love to listen to you,
because it's everything I'vebeen telling people over and
over again every time, andyou're just going to drive it
home, I think, with just the,the fundamentals of marketing
(01:12):
that really work and have alwaysworked.
Speaker 2 (01:16):
Good, well, yeah, thank you.
And look, enrico probablyreferred to me as JD.
My name is John Dwyer, sothat's why I get JD.
I get lots of other bad namestoo, but JD is what I get mostly
.
And yeah, our business is calledtheinstituteofwowcom and, as
that name infers, it's all aboutteaching business owners,
including co-practors, just howto create wow factors to attract
(01:38):
more customers or, in yourinstance, to attract more
clients.
And look, the bottom line isthat most business owners, they
went to university or collegeand they've come out with a
wonderful degree or diploma, butthey're never taught how to get
clients.
And I'm sure that most of yourlisteners or viewers have come
(02:00):
out of college with a degree,but I bet you not once,
throughout that three or four orfive years, the lecturer has
ever taught them how to get acustomer.
And that's really you know, Imean, if you don't have clients,
you don't have a business.
And what we've found,particularly in the area that
you're dealing in, is thatthey're wonderful, wonderful
(02:20):
technicians and a lot of themare very, very skilled, but they
don't have a lot of marketingskills.
And would that be fair to say?
Fair, yeah, yeah, okay.
And what happens is that whenyou don't have a lot of
marketing skills, you tend tofall into that category where
you actually rely on price, andso therefore, you say, look,
we're doing this, this and this,and this is how much we charge.
(02:40):
And of course, once you do that, then there's a risk that you
become a commodity and that yourprospects go to the cheapest
price, and you don't want to bein that game.
Speaker 1 (02:51):
What a great tip.
That's already a smash adviceright there, because you got me
thinking.
I'm like a lot of us chase thenext shiny thing, the next shiny
object to bring into ourbusiness and because we're just
not marketing ourselves well asbeing a solution to a problem.
Speaker 2 (03:10):
Yeah, you've just nailed it in terms of solution
to a problem, because what ourbusiness, I guess, specializes
in is what we call directresponse marketing.
Not marketing, but directresponse marketing.
And if you went to the typicaladvertising agency these days
that's normally run by a beardedhipster with a ponytail, says
the baby Burma who's trying todistinguish himself from the
(03:31):
young folk.
But yeah, the marketingagencies will say to you look,
we'll get people to fall in lovewith your brand so that they'll
taste your product.
We flip that.
We teach businesses how to getthem to taste your product so
they're following up with yourbrand.
So direct response marketing isquite the opposite from putting
your face on the side of thebus or the back of a taxi.
(03:53):
In our instance, it's all aboutadvertising on Facebook or
Instagram or LinkedIn today andgetting a lot of business
tomorrow.
It's direct response.
Speaker 1 (04:03):
Yes, great.
What have you seen over theyears shift?
I mean obviously digital,digital marketing, digital media
, social media.
But what principles inmarketing have you seen been
successful through the test oftime?
And what have you seen thathave to be adaptable by newer
(04:24):
business owners now than theydid before?
Like, what has the trend beenthat you've seen that works?
Speaker 2 (04:31):
Not a lot has changed in terms of what works and what
doesn't.
It's just the communicationplatforms that have changed.
And so what worked on?
You know, I was born in the1800s and so therefore I've seen
all of the communicationplatform changes.
And back in the day, where itmight have been, you know,
letterbox, brochure or newspaperor magazine or TV, and I know
that's still around, but it'snot used as much as those
(04:53):
platforms aren't used as much asthey used to, the same
principles apply and that isproblem solution, marketing, and
you mentioned it before.
Problem solution, that's whatdirect response is all about
giving them their problem andproviding them with the solution
.
And the five components ofdirect response are number one
highlight their problem.
Number two uh, you know,basically, aggravate that
(05:13):
problem.
So, highlight their problem.
Are you overweight?
Number two uh, aggravate thatproblem.
Do you know that spring andsummer are just around the
corner?
Don't you want to look good inyour swimsuit?
Number three is provide thesolution, and that's come on the
dietary program and you canlook like a supermodel in four
weeks.
And then number four, of course, and that is proof, that's,
generally speaking, testimonials.
And then number five, what wecall a strong CTA.
(05:36):
Cta stands for call to actionand you know what.
Aside from the problem-solutionscenario being pretty simple
with you guys because of whatyou do, it's pretty
straightforward.
The problem-solution that youoffer most chiropractors, I
suspect, fall down on the CTAand that is the call to action.
That's not to say that theydon't say, look, come to my
(05:56):
website or click this link, butthey don't make it sexy enough,
they don't make it attractiveenough for someone in light
speed to click that button andcome through that landing page.
Speaker 1 (06:06):
Yes, yeah, now we're getting into the technicalities
of the offer.
So for the listeners out there,I think you make it sound
pretty simple.
You said it's very simple andunderstanding of what
chiropractors do, but you'll besurprised, as I help a lot of
them.
It's not that they don't knowwhat they do.
It's they don't know how toportray what they do or what
solutions they actually providefor the patient, and I mean in
(06:29):
places like Australia and Canada, where they're tightly guided
we talked about this in thegreen room.
They're also a little gunny shyof even trying to market things
because of their boards, sothey have to stay in their lane
as well.
But you can be highly effectivewith your marketing and stay in
your lane, because the problemsthat you solve are still what
you do, and I think there's alittle confusion there.
(06:51):
When it comes to chiropractors,oh, absolutely.
Speaker 2 (06:55):
I have no clue what a chiropractor does.
I don't know, and I think thatif you and look, enrico, you
might have some statistics onthis, and maybe I'm just the
only stupid person in the world.
Now I have an idea, a generalidea, what a chiropractor does,
and I've probably been to onemaybe two or three times
throughout my 1,000 years whenI've had a sore neck or a sore
back or something like that.
(07:15):
But I think, largely speaking,yeah, there'd be a lot of people
out there that don't know thebreadth of services that a
chiropractor provides, and so,therefore, a lot of yeah, I mean
you can't sell a secret.
Um, I mean I, when I'm doingpresentations on stage at a
seminar or uh, or convention, um, I say to people, you know,
(07:36):
look, I think I'm probably upthere in the top 10 percent of
marketers, uh, globally, and uh,and I said that's showing off,
I know, but, by the same token,would have you people come to my
seminar if I said I was the25th best marketing guy in the
country?
No, you wouldn't.
You came to this because, whenyou jumped onto the registration
page to come to this particularseminar, I gave you case study
(07:58):
after case study after casestudy of all the things that
I've done and you've come.
And you've come because youwant to hear from someone who's
been around the block a fewtimes and you know has runs on
the board and I don't knowwhether.
And again, because I haven'tstudied chiropractors in terms
of their marketing specifically.
But I think they do fall intothat category where they
(08:19):
possibly assume that everyoneknows what they do and everyone
knows what they've done, andthat's not the case at all.
Speaker 1 (08:25):
Not at all, and with you know YouTube and social
media.
I mean your general idea ofwhat a chiropractor does is
based off of those quick 10second reels of like people
getting their head decapitatedand other with towels and stuff
like that and loud crunching.
So there's a conception of that.
There is a small niche ofpeople saying, ooh, I need that,
who are into that stuff.
(08:47):
The rest of the people are like, oh my gosh, I don't even know
what that is.
That's scary, I don't even knowif I want to go.
So we have to play with that,with our marketing as well, and
the only way to do that is toshow the solution, the solution
to the problem, and avoid thetheatrics.
I think that's one thing whenit comes to digital is how do
(09:11):
how do we, as entrepreneurs inany niche, do that Portray the
solution to a problem?
First off, we have to findmaybe the biggest problems, like
the the weight loss one wasgreat, the quick one that you
did there about looking like asupermodel in four weeks.
I mean that's a great guarantee, it's a great offer, it's a
great solution.
But when it comes to healthcareor maybe a problem, how do we
portray that properly in ourcall to action or in our offer.
Speaker 2 (09:37):
The best way is testimonials, and I know that,
yeah, you've got a globalaudience, and so therefore, in
some countries there might besome restrictions, but,
generally speaking, for mostindustries, I preach to them
look, for goodness sake, if youshow off, then that's great.
There's nothing wrong withdoing that if you've got the
runs on the board, but it'sgoing to be much more powerful
(09:58):
if your clients or yourcustomers show off.
So you know, on all of mywebsites, we have websites for
solar dealerships and forrestaurants and hospitality, and
websites for tradesmen, as inelectricians, and basically we
set up websites for what we doindividually for various
(10:18):
industries.
We don't have one forchiropractors, but a lot of
industries.
We have separate websites forthem and we talk their language
on that website, because talkingto a tradesman is very
different from talking to,perhaps, a chiropractor.
And on each of those websites, Imake sure that I've got at
least a dozen not one, not two,not three, at least a dozen of
that particular business ownerraving about what we have done
(10:42):
for him or her.
And as much as my personalityis a bit cheeky and sarcastic,
and so therefore, you know I'llsay that I'm good at this and
good at that.
I don't say it without backingit up with you know, case
studies and with history, butthat's never going to be as
powerful as the dozentestimonials that might be below
me.
Speaker 1 (11:01):
And when I say testimonials not, written
because nobody believes them.
Speaker 2 (11:06):
They just think that you've written it and put you
know.
You know betty's name at thebottom of it, uh, so if you can
get them on, video.
Uh, and you know, obviouslywith that comes problems,
because not many people are verycomfortable in front of the
camera.
So, uh, you've just got tointerview them and then cut your
voice out of it, okay, um, butif they are saying that you're
wonderful and that you treatedthem with respect, and that, you
(11:27):
know, basically you created amiracle, you know?
Speaker 1 (11:29):
result for them boy oh boy, that's rocket fuel,
absolutely yes yeah, videotestimonials, I mean, are so key
in the in the video.
It is king world right now.
Everything is video, videomarketing.
People are seeing either whatit's a quick eight second reel,
or if they tag in and watch thefull 57 minute video, I mean,
it's because you've looped theminto something that you're going
(11:51):
to solve for them and they wantmore information on it.
So a testimonial is a great wayyou can add this to your
landing pages.
You can use it as the video, asthe facebook ad itself, if you
want to try that.
Those are quite successful aswell.
But you're right, these writtentestimonials, they're great.
The Google reviews arefantastic for people searching
for a new person.
But the power comes withinhearing the same testimonial and
(12:14):
being relatable with the personthat has a problem.
That's great.
In the healthcare field, whathave you found being the new
thing that works, or is it justthe same formula?
Speaker 2 (12:26):
Well, something that we've created about six months
ago and it happened by accidentthat's absolutely smashing it.
For any business, it doesn'tmatter what industry they're in
is what we've nicknamed theFacebook contest formula.
Part of my background wasputting together all the scratch
bingo games in the 90s andearly 2000s for Rupert Murdoch's
newspapers, and so what wouldhappen is that you'd buy the
(12:49):
newspaper on a Sunday, you wouldget a scratch bingo card out of
that, and then you'd have tobuy the paper daily Monday,
tuesday, wednesday, thursday, etcetera because each day they
published a series of bingonumbers, and then you would
scratch out your bingo card andthat if you got three or four of
whatever symbols they were,then you won fifty thousand
dollars.
Right, uh, it stimulated theyou know the, the circulation
(13:11):
numbers of these newspapers likecrazy.
And then, uh, over the years,I've done the same thing for
mcdonald's and kfc and you knowall the fast food chains, and uh
, so, coming from thatbackground of running contests
and seeing how powerful they canbe, if it's done properly, then
what we've done is created athing called the facebook
contest formula.
It can be instagram or, you know, or linkedin or any other
(13:32):
platform, tick, tock, but let'sjust call it facebook and what
happens is that the businessgives away its product or
services, the prize.
So in your instance, of course,it would be a chiropractic uh,
you know, two sessions or threesessions or whatever it might be
.
It would be a chiropractic, youknow, two sessions or three
sessions or whatever it might be.
Now, whoever enters that prize,who enters that contest, sorry,
has to have a bad back or badneck.
You don't enter a contest toget free chiropractor service if
(13:55):
you're, you know, absolutelyhealthy in every way.
And I'll give you an example.
A dentist, for example.
We're talking $20 a day onFacebook, 1,000 leads a week.
We're not talking 24 leads or50.
A dentist got 991 leads in thefirst week.
I said to him who's your targetaudience?
(14:16):
He said oh look, parents,particularly rich parents of
children with crooked teeth.
We want to market Invisalignbraces, those invisible braces
that the kids put on.
These days they don't have themetal in their mouth anymore.
Speaker 1 (14:27):
And they're not cheap .
Speaker 2 (14:28):
They're $5,000, $6,000, $7,000.
So we said, look, how about wegive one of them away?
So that's what we did.
We ran a Facebook contest andwe said to parents in rich
suburbs because Facebook beingwhat it is, it's pretty laser
targeted, you can laser, youknow geodemographically the rich
people and we said, if yourchild's got crooked teeth, how
would you like to win invisiblebraces for him or her?
(14:48):
Click the ad and go through to alanding page and on that
landing page of course wepromote the dentist, but also we
get their name and address,their blood group, basically
everything about them, and atthe end of that then he gives
one away, but all the otherpeople.
Then his girl rings him up andsays, look, we've got some good
news and some bad news.
The bad news is you didn't winInvisalign braces, but it's
(15:11):
pretty clear that you've got achild with crooked teeth.
The good news is we have aspecial deal this week on
Invisible Braces and the resultsare unbelievable.
We're talking this particulardentist here in Australia.
$20 a day he spent and he got991 leads in the first week.
Speaker 1 (15:27):
Yeah, that's great, but Enrico, they're not leads.
Speaker 2 (15:31):
They're red hot leads because you know.
I mean, if you give away lawnmowing services and that's your
prize because you're a lawnmowing company, then someone in
an apartment is not going toenter that contest.
They're going to have a frontyard and a backyard or they're
on acreage.
So whoever enters that contest,just put their hand up and blow
it in the dark.
Speaker 1 (15:55):
I want lawn mowing services.
Yeah, and I've tried that aswell.
So a question I know thelisteners are listening to are
like wow, that's great, the ideais fantastic.
I've done like the pillowgiveaways and all these things
and I've generated, you know,800 leads as well, but I don't
know how many Invisaligns thatdoctor sold with that campaign,
or if you have that number, itcan be frustrating.
I don't know how he handled 900leads that.
(16:17):
First off, you have to have asystem to handle those.
I think with AI and email andtext marketing, I think it's
pretty easy.
But tell me how that worked out, Because for some listeners
like a new chiropractor is likeoh my gosh, I want 900 leads.
And then for some of us thathave been in practice, they're
like, oh my gosh, that soundslike a nightmare If you were to
(16:38):
do something like that and havethat kind of success.
The funnel has to work.
We can't bottleneck this in anyway, shape or form, or else
we're going to lose a lot ofenergy.
So what?
Speaker 2 (16:52):
what does that look like on the back end?
For let's use the Invisaligndoctor in Australia.
Easy, easy, he had these girlbring up the first hundred and
had an 11 percent conversionrate.
She couldn't do any more.
She basically her head exploded, and so, therefore, we just put
our robots onto it, and therobot went from 11 percent to 16
percent conversion rate.
So you know it's really easywhen anybody says to me oh, you
(17:14):
know that's going to be aproblem, I go.
Well, go and get a job.
You should not be in businessif you can't handle what we call
avalanche response.
Thank you, thank you.
Speaker 1 (17:23):
I haven't stopped saying it because people started
hating me about saying theangry stuff and the real truth
Like a coach.
They're like man, you're toorough.
I'm like no, it's true.
If they were like man, you'retoo rough, I'm like no, it's
true.
Speaker 2 (17:38):
If you can't hit the ball, don't play baseball.
Yeah, my book is called theAvalanche Leads, you know we get
.
Our whole thing is aboutgetting a shitload of leads.
It's not about getting five orsix or seven or ten.
So, everything we do, we thinkscale, and so, therefore, we
partnered with san franciscocompany in terms of uh robots,
um, and we did this around abouteight months ago and it's been
a great move for us, becausewhen clients who cannot handle
(18:01):
avalanche uh response say it wason, you give me a headache, you
give me a problem, and ofcourse you think, well, you're
an idiot.
I mean, you know people would.
People would just crawl overbroken glass to get a thousand
leads away, yeah, yeah.
So we just put the robots onand the robot brings up people.
It says exactly the same scriptlook, fortunately you didn't
win, but obviously you need lawnmowing services.
So therefore, we've got aspecial deal this week and a
(18:23):
special deal this week is isthat normally we say, uh, get in
and buy my product by uh fridayand we'll give you a free
vacation, uh, three nights invegas or new york or san diego,
diego or Disney World orwherever it might be, because we
have an association with atravel partner that gets access
to unsolved rooms throughout theUnited States and around the
world, and so therefore, thehotels outside of school
(18:45):
vacation periods are happy togive up the room for free in the
hope that whoever stays therewill spend money on food and
beverage.
So the classic conversion HappyMeal toy is look, you did not
win, but we've got a specialdeal on this week.
If you want to buy my productor service, we'll give you a
family holiday for free, becausewe give these to the businesses
for fifty dollars.
So they got a thousand dollarvacation.
They buy off us for 50 bucksand they give that away as a
(19:07):
happy meal toy to use as aconversion tool that's you that
does that.
Speaker 1 (19:11):
I've seen those, those around, okay.
Speaker 2 (19:13):
Aval, dr Aval yeah.
Speaker 1 (19:16):
No, they're fantastic .
They're great, they're engaging.
Like well, hey, what is this?
How do I get a free vacation?
That's fantastic.
Yes, I like that avalancheissue and let's be clear here
Most doctors are not getting theavalanche response, but the
ones that do it, really it'slike hey, we have to turn off
the ads.
I get that sometimes.
I'm like, are you nuts?
Like what's going on?
(19:36):
This is what you paid us for todo and it's highly successful.
It's like your patient sayingI'm feeling way too good, way
too fast.
Speaker 2 (19:42):
doc, slow down, slow down, hurt me, hurt me and slow
this whole thing down again butyou know, when somebody says to
us, look, I can't handle 999,you know 991, it was leads in a
week we go okay, we'll spend 10a day.
You'll get 450 leads.
Speaker 1 (19:56):
You know you can turn up the dial, yeah, or turn down
the dial yeah.
That makes sense.
That's the nice thing aboutbudget marketing uh, fantastic.
So those are some great things.
So going back to you know whatpeople can walk away with today
is really putting some effortinto the thought of your problem
solution.
I think that's where it allstarts.
The call to action has to beclean.
It has to be a low friction totransaction.
(20:19):
It has to be very simple, whereyou can get their information
and pursue the lead.
This is really it and peoplethink they have it.
They get frustrated with thediscount offers.
You can see this Invisaligndoctor didn't even give out a
discount.
He didn't even say get 50% off.
Your Invisalign doctor didn'teven give out a discount.
He didn't even say get 50% offyour Invisalign signing up for
this.
He said one person's going towin, we're going to give it to
one and the other 300, we'regoing to give them a little deal
(20:42):
and I'm going to increase mysales by 900%.
That's really how we need tothink about this and it sounds
simple, but it just takes a fewminutes to really put some
effort into what's yourcommunity suffering from and
what solutions do you offer fromthose top problems.
As far as healthcare, how doyou do your background research
(21:02):
to help any new client that youonboard, no matter what industry
they're in?
How do you find what people aresearching for or where the pain
points are in the localcommunity to help that business
grow?
Speaker 2 (21:15):
My best buddy these days is a guy called ChatGBT.
So really, at the end of theday, I've become a lazy bastard.
I used to do all of this.
I mean, even Googling now isold hat.
So you know, I've got ChatGBTsitting next to me all day and
if I want some copy written now,you know it is only as good as
your prompt or you know as yourbrief.
(21:36):
We know that and it's likeeverything else.
If you haven't done yourhomework in the background, then
of course it's unlikely you'regoing to get the result in the
uh in the end of the day.
But yeah, that you know chatgbt or derivations of that,
whichever platform you want touse, but I use chat gbt.
It's just.
It's just a winner if I someonespoke to me today and they've
got home nursing services herein Australia, and he said to me
(21:57):
oh look, you know, I was justwondering, jd, you know what
postcodes or zip codes wouldhave the most?
You know the biggest percentageof pensioners, people who are in
their 70s and 80s who mightneed home nursing care.
And whilst he was on the phonewith me, it was a not as them,
otherwise he would have seenwhat I did.
I just typed into chat tvteachers to show off.
(22:18):
And uh, within you know 20seconds, I said to him okay,
well, what postcode are you in?
I knew what he was in.
He said I was zip code 27410.
I said, okay, well, 62 of thatsuburb are over the age of 65.
He's, his head exploded.
He thought I was davidcopperfield and he said I said I
just happened to.
You know, my favorite thing isjust, you know, reading books
(22:39):
about statistics.
He said, oh, that's BS, wheredid you get that from?
And I told him.
I told him, and so therefore,really, you don't have to be
smart these days, you can employthe smartest person in the
world, and he's called ChatGPT.
Speaker 1 (23:17):
Yeah, okay, well, you're right.
Okay, I don't think my trust isthere yet with all of it.
What has been the most searchedpain points or conditions that
people are searching for in thelast three months that maybe I
can do EDDM marketing or directsocial marketing to help hit
those pain points and get themto become clients in my office?
I mean, you can put in a wholeparagraph and it'll take ChatGPT
an extra two and a half secondsto find that, and then boom,
(23:37):
you really do get a foundationalsource on that where you can
click on the references too.
They'll even reference wherethey get the information from
from Google search, from WebMD,from health grades, from Yelp.
They'll tell you where they'regetting the sources from and if
you need to background checkthat, you can.
But it's such a good startingpoint to get your contact going
or even create ad copy or allthat stuff, so utilize this.
(23:59):
So when people say AI, that'swhat they're talking about is
open AI and the sources thatthese systems can use in the
background.
That's fantastic.
What else do you think?
Do we miss anything as far asthe wow factor?
Speaker 2 (24:13):
Yeah, look, it's digital marketing.
These days, of course, it'spretty much 90% of what any
chiropractor should be doing.
And the great thing, when youask me that question, look what
has changed over the years since.
You know, I started in the1800s with Little House on the
Prairie.
I don't think the creativityneeds to change that much, but
(24:33):
of course, what has changed isthe platform and what has
changed is the speed.
So if I had an ad that was notsuccessful back in the day and
it was in a women's magazinethat comes out each month, I
would just have to, you know,wait and wait and wait until the
new magazine came out thefollowing month.
Of course, these days, if youkeep your finger on the pulse of
your digital marketing, thenyou can change that ad within a
heartbeat.
And so speed has really beensomething that digital has
(24:57):
brought to the table.
And therefore I always say topeople look for goodness sake,
if youtube tells us that themost watched videos in the world
are cats, cat videos uh, thenthat shows that I know nothing
and most of us know nothing,because if we were, if we were
asked before, that statistic was, you know, sort of publicized
would a cat video be the topviewing video on youtube.
(25:19):
You go get out of here.
That's rubbish, but apparentlyit is, and so, therefore, if
that is the case and we've allsort of feel like an idiot
because we didn't know that thenjust simply test and fix, come
up with two or three or fourdifferent ads, um, knowing full
well that maybe the first onewon't fire, because that's not
the cat video success story, butthe second or third or fourth
(25:40):
one might.
And for those who are using umyou know a digital marketing
agency, uh, where you know the,you know the 23 year old owns it
then they don't really haveenough wrinkles to have had
enough runs on the board to knowwhat works or what doesn't.
They'll tell you that they are,but they're still using pimple
grant um.
So I would actually uh belooking, and that this, you know
, might sound like it serves mypurpose when I'm a baby vermin,
(26:02):
but nonetheless I would belooking for someone who does
have a history of doing thisstuff, so that their mistake
rate is probably going to belower than a 25 year old who's
just doing it for the secondtime.
Um, regardless of, regardlessof whether or not they are in
digital marketing, the fact isthat they've got some runs on
the board and they know whatproblem solution if you like,
(26:23):
what would I say?
Scenario works best.
And the only other thing, too,I would suggest to anyone is
that, in terms of datacollection and you might be able
to answer this, enrico whensomebody comes on as a patient,
does a chiropractor getabsolutely everything from them,
or is it name and address?
Speaker 1 (26:46):
is it sorry?
I missed the question.
Speaker 2 (26:47):
Oh sorry, and I'm sorry, I got a frog in my throat
, but just when somebody becomesa client of a chiropractor,
does the chiropractic uh clinicget everything about that person
, or is it just name and address?
Speaker 1 (27:01):
oh yeah, well, based on hippa regulations, you you
can't ask anything through thedigital.
If you have a landing page, Ithink you can.
So it's name, phone number andemail.
Speaker 2 (27:12):
Okie dokie.
Okay, yeah, because we talkabout leads and then we talk
about good leads.
In my instance, you know weservice small to medium-sized
businesses.
Mainly.
I've come from the corporateworld of doing McDonald's and
7-Eleven and all that sort ofstuff, but these days we tend to
concentrate on providingmarketing assistance to small to
medium-sized businesses, andwhat we do is that when we do
(27:33):
advertise on social media and weget a lead, we put them through
a landing page which basicallyasks them everything but their
blood group.
The reason we do that isbecause if I'm going to talk to
someone, I want to make surethat I'm not talking to a
part-time taxi driver who justsaw my ad and thought I'd be
interesting to talk to this guy.
I want to make sure that I'mgoing to be talking to the
decision maker who has abusiness, and so therefore, we
(27:55):
put them through apre-qualification process on the
landing page to make sure thatthey got teeth and they got a
job yeah, that's great.
Speaker 1 (28:03):
What questions do you think should we should?
Speaker 2 (28:05):
we should get from there yeah, in your instance, I
mean, you wouldn't want to askthem.
It'd be a bit rude asking fortheir income, uh, but you would
ask them for their occupationbecause you know, if they're a
barrister, there's a betterchance that they're going to be
able to afford your servicesthan someone might be working on
the garbage truck.
With the council, um, and yeah,just basically be as
inquisitive as you can, um,without being intrusive, but you
(28:26):
know name, address, email, ofcourse, and phone number, uh,
probably likes and dislikes, uh,maybe you know any.
Uh, because sport would play abig role in what you guys do, uh
, then you know, do they playsport or have they played sport
and, as a result, have they hadany injuries?
And yeah, the big one is whattheir occupation is, because
their occupation will tell youhow much they can pay you.
Speaker 1 (28:48):
I like that Occupation.
The problems with healthcare is, you know, asking too many
health-related questions,because then you're collecting
personal data on them, butasking them you know what their
chief complaint is or what'stheir problem right now, and
have you tried anything else inthe meantime to do this?
Those are just generalquestions, but occupation is a
great one.
I'm going to add that rightaway to my landing pages because
(29:09):
, yeah, you can screen peopleout that way and see who's going
to be a viable customer, whichis fantastic.
Speaker 2 (29:18):
In the world that we live in, where Amazon should
have taught all of us a lessonin terms of the value of
collecting data.
My wife and myself we went todinner last night and I don't
know we both had a steak and abottle of wine.
No, we didn't both have abottle of wine.
It doesn't matter.
No judgment.
Yes, fair enough.
Yeah, and so let's say it was$100, $130, whatever it might
(29:40):
have been that restaurant, letus come and go without
collecting our data.
And I was speaking at arestaurant convention in Sydney,
australia, not long ago andeveryone in that room was the
owner of a cafe or restaurantand I said to them I'm going to
give you something that'sabsolutely free.
Not one of you will use it.
Not one of you will, becauseyou're suffering from a disease
(30:02):
worse than COVID and it's calleddickheaditis.
Okay, you are not going to usethis.
And they all laugh and you knowjd's a funny guy on stage.
Uh, we have a client inmelbourne who has a seafood
restaurant and he's in anupmarket suburb and he's the
only restaurant in the worldthat's full 365 nights a year.
He has 150 seats and not oneseat is vacant any night of the
(30:23):
year, as a very simple thing.
He was spending just under amillion dollars on advertising,
mainly digital, and he came ontomy program and I said okay,
well, let's save that milliondollars for you.
What we'll do is get everyhostess, waitress and waiter to
walk up to the table at the endof the meal whether it was a
business lunch with four guys orwhether it was just, you know,
a couple and hand them a littleentry form not an app, not a QRr
(30:44):
code a little entry form, oldworld style, which says win
dinner for 10 of your friends atthe end of the month.
Fill that in.
95 of people fill it in and uh,guess what?
He's now got 92 000 on hisdatabase.
Because who doesn't want to windinner for 10 of their friends
at the end of the month?
Every afternoon at three o'clockhe sends out one of my text
messages I've given about 30 ofthem and, uh, he'll say to his
(31:07):
secretary how many seats are the150 or four?
She'll say, you know, 80.
He said, well, in that case wehave to fill 70 seats.
Send out to 300 or 400 of thedatabase a special deal.
And the text message will sayEnrico, in your wife's name,
chef Pierre here from theseafood restaurant, we'd like to
invite you to enjoy a seafood,you know, lobster tail meal for
(31:30):
$68.
And it's only available for thenext 10 minutes.
She would walk in 10 minuteslater and say the entire 150
seats have gone.
So those 70 seats have gonewithin 10 minutes.
No advertising, no money onbillboards on the side of a
freeway.
It's purely and simply grabbingthe data and then exploiting it
.
Every afternoon at threeo'clock.
Speaker 1 (31:51):
Guys, your database is the most valuable thing to
your business during the entirecareer that you have in your
business and when you go to sell.
Trust me on this the biggerthat list, the stronger the list
.
It's fantastic because everytime you hit send, you make a
sale.
It's crazy.
I have podcasts on this, JD,trust me, but they all suffer
(32:14):
from dickhead-itis, so that'sthe problem with it.
So does McDonald's.
Speaker 2 (32:19):
So does McDonald's.
Mcdonald's don't collect dataand anyone younger out there
who's watching this andlistening to this would go oh
come on, you old fart, they do.
No, they don't.
They've got a qr code somewhereon the counter and they may
have an app, but you know, agood percentage of their
audience are over 40 and 45 andthey're not going to play with
the app.
Why they wouldn't put a nameand address entry, uh, for some
(32:39):
sort of contest, win mcdonald'sfood for six months.
For god's sake, that's not good, but anyway, they thought it
would.
But they think it is.
Uh, the tray mat on the traywhen you take the food to your
table if you're eating in couldeasily have a contest on it.
It just freaks me out.
I cannot believe that Amazonhave taught us all what to do
and yet hardly anyone hardlyanyone follows it.
(33:01):
Yeah it's true.
And, by the way, last but notleast, I have to say the
incentives.
I mean the vacation one that wehave is probably the most
powerful incentive I've everseen in my life.
And um, and you know how thatcame about because you looked at
the seinfeld stuff that I'vedone um, but you know,
incentives are very, verypowerful as a mechanism to
(33:22):
distinguish you from thechiropractor down the road.
Because, uh, to perhaps mrssmith, despite the fact that you
know you've got a great historyof being a chiropractor down
the road?
Because to perhaps Mrs Smith,despite the fact that you know
you've got a great history ofbeing a chiropractor, for
argument's sake, she might seeyou a bit like a solar
dealership whereby a solar panellooks the same as all the other
solar panels.
You know, you're in a me tooindustry.
There's a lot of people who saythe same thing as you do.
So if there's any chance, ifregulations allow you to do it,
(33:46):
then you can provide people withan incentive.
It's got incentive-basedmarketing.
We call it Happy Meal Toy.
So if you can give them a HappyMeal Toy, there's a pretty good
chance that you will stand outfrom the crowd.
You've got the wow factor.
Now whether that's a diningvoucher at the local cafe or
whether it's movie tickets fortwo and I'm not sure what the
(34:10):
average spend for a chiropractorsort of session is.
But you know, if they have sixsessions with you, give them a
double pass to the movies.
For God's sake, give themsomething.
The reason the vacation worksis that it costs the same as a
double pass to the movies $50,but it's worth $1,000.
So the reason Happy Meals workwith the toy is because that toy
is made in China for 20 cents.
With the toy is because thattoy is made in China for 20
cents but when the child gets itat McDonald's it's valued at $5
(34:32):
to the parents, because theyjust saw that exact same toy and
came out for $5.
So if you've got an incentivethat's a low cost but high
perceived value, shut the gate.
It's all over, it's a home run.
Speaker 1 (34:40):
Yes, agreed, this was awesome.
Thanks, jd.
Maybe we'll have you back.
This is powerful stuff.
My pleasure, take care andremember, go to the Institute of
Wow to check out some of hisstuff.
He's got some programs.
He's got some stuff on there.
He's got the Avalanche book.
Check it all out.
This stuff can help you whenyou need some focus.
Chatgpt doesn't have all theanswers.
(35:02):
Jd has written it all out foryou.
Chatgpt is a tool I'll tell youwhat?
Speaker 2 (35:07):
I'll give everyone a freebie.
When you're in the seminar game, like I am, you've got to write
a book.
So therefore, I decided that,because I'm a dickhead, I would
write a big book.
So if you're listening to this,you can't see it, but if you're
watching this, this is the sizeof a tabloid newspaper and it's
leather bound with gold tipedges and so forth, and there's
300 pages of case studies thathave worked.
I didn't put the ones in therethat didn't work, but it's case
(35:30):
study after case study aftercase study, including the one
with Seinfeld, where I gotSeinfeld to be a spokesman for a
bank down under and that was asuccess story that you know.
Just billions and billions andbillions of extra dollars they
made through home loans.
But if anyone wants that, then,if you don't mind it, rick, I'll
just give them my email address.
If they send it to me, thenI'll send them this digital
version.
Obviously, I can't sell it.
This book costs $420 to print,so I can't sell you the book.
(35:53):
If you just want this book forfree, it's basically an
unbelievable bible of casestudies of direct response
marketing Just give me an emailat john at the institute of
wowcom and I will give you thelink for, yeah, for what we call
the wow manifesto.
Speaker 1 (36:10):
Awesome John at the institute of wowcom.
Reach out to him, get that, getthose case studies, try and
implement some of them into yourbusiness and thank you so much
for your time, JD.
Speaker 2 (36:19):
My pleasure.
All the best man, Bye-bye.
Hey everybody, welcome to another podcast of
Marketing 101.
We've got a really fun guestthis week JD from the WOW
Institute.
Thanks for being here, my man.
Speaker 2 (00:10):
My pleasure, my pleasure.
And it's funny, you know, whenI just listened to your intro
there, we've got a great gueston today.
Do you ever intro?
We've got an awful guest ontoday.
Speaker 1 (00:22):
Awful guest.
I've never introduced him as anawful guest.
Uh, we'll let the, the crowddecide at the end.
But no, I honestly I haven'thad any awful guests.
You guys are all purposeful andyou have a purpose behind you
and you reach out to me or myteam reaches out to you and asks
you to be a guest and uh, yougraciously say yes and uh, no,
I've never really had a badguest.
(00:42):
I don't think I have.
I'll go back and check, maybeI'll.
Speaker 2 (00:45):
Maybe there is one we'll see, let's hope this is
not a first no, let's not.
Speaker 1 (00:49):
No, you're from australia.
We should be good to go thereyeah, yeah, good yeah, tell us
about what you.
How'd you get into all this?
How did you create the wowinstitute?
And, uh, you're going to bringsome powerful messaging about
marketing, uh, which I'm goingto love to listen to you,
because it's everything I'vebeen telling people over and
over again every time, andyou're just going to drive it
home, I think, with just the,the fundamentals of marketing
(01:12):
that really work and have alwaysworked.
Speaker 2 (01:16):
Good, well, yeah, thank you.
And look, enrico probablyreferred to me as JD.
My name is John Dwyer, sothat's why I get JD.
I get lots of other bad namestoo, but JD is what I get mostly
.
And yeah, our business is calledtheinstituteofwowcom and, as
that name infers, it's all aboutteaching business owners,
including co-practors, just howto create wow factors to attract
(01:38):
more customers or, in yourinstance, to attract more
clients.
And look, the bottom line isthat most business owners, they
went to university or collegeand they've come out with a
wonderful degree or diploma, butthey're never taught how to get
clients.
And I'm sure that most of yourlisteners or viewers have come
(02:00):
out of college with a degree,but I bet you not once,
throughout that three or four orfive years, the lecturer has
ever taught them how to get acustomer.
And that's really you know, Imean, if you don't have clients,
you don't have a business.
And what we've found,particularly in the area that
you're dealing in, is thatthey're wonderful, wonderful
(02:20):
technicians and a lot of themare very, very skilled, but they
don't have a lot of marketingskills.
And would that be fair to say?
Fair, yeah, yeah, okay.
And what happens is that whenyou don't have a lot of
marketing skills, you tend tofall into that category where
you actually rely on price, andso therefore, you say, look,
we're doing this, this and this,and this is how much we charge.
(02:40):
And of course, once you do that, then there's a risk that you
become a commodity and that yourprospects go to the cheapest
price, and you don't want to bein that game.
Speaker 1 (02:51):
What a great tip.
That's already a smash adviceright there, because you got me
thinking.
I'm like a lot of us chase thenext shiny thing, the next shiny
object to bring into ourbusiness and because we're just
not marketing ourselves well asbeing a solution to a problem.
Speaker 2 (03:10):
Yeah, you've just nailed it in terms of solution
to a problem, because what ourbusiness, I guess, specializes
in is what we call directresponse marketing.
Not marketing, but directresponse marketing.
And if you went to the typicaladvertising agency these days
that's normally run by a beardedhipster with a ponytail, says
the baby Burma who's trying todistinguish himself from the
(03:31):
young folk.
But yeah, the marketingagencies will say to you look,
we'll get people to fall in lovewith your brand so that they'll
taste your product.
We flip that.
We teach businesses how to getthem to taste your product so
they're following up with yourbrand.
So direct response marketing isquite the opposite from putting
your face on the side of thebus or the back of a taxi.
(03:53):
In our instance, it's all aboutadvertising on Facebook or
Instagram or LinkedIn today andgetting a lot of business
tomorrow.
It's direct response.
Speaker 1 (04:03):
Yes, great.
What have you seen over theyears shift?
I mean obviously digital,digital marketing, digital media
, social media.
But what principles inmarketing have you seen been
successful through the test oftime?
And what have you seen thathave to be adaptable by newer
(04:24):
business owners now than theydid before?
Like, what has the trend beenthat you've seen that works?
Speaker 2 (04:31):
Not a lot has changed in terms of what works and what
doesn't.
It's just the communicationplatforms that have changed.
And so what worked on?
You know, I was born in the1800s and so therefore I've seen
all of the communicationplatform changes.
And back in the day, where itmight have been, you know,
letterbox, brochure or newspaperor magazine or TV, and I know
that's still around, but it'snot used as much as those
(04:53):
platforms aren't used as much asthey used to, the same
principles apply and that isproblem solution, marketing, and
you mentioned it before.
Problem solution, that's whatdirect response is all about
giving them their problem andproviding them with the solution
.
And the five components ofdirect response are number one
highlight their problem.
Number two uh, you know,basically, aggravate that
(05:13):
problem.
So, highlight their problem.
Are you overweight?
Number two uh, aggravate thatproblem.
Do you know that spring andsummer are just around the
corner?
Don't you want to look good inyour swimsuit?
Number three is provide thesolution, and that's come on the
dietary program and you canlook like a supermodel in four
weeks.
And then number four, of course, and that is proof, that's,
generally speaking, testimonials.
And then number five, what wecall a strong CTA.
(05:36):
Cta stands for call to actionand you know what.
Aside from the problem-solutionscenario being pretty simple
with you guys because of whatyou do, it's pretty
straightforward.
The problem-solution that youoffer most chiropractors, I
suspect, fall down on the CTAand that is the call to action.
That's not to say that theydon't say, look, come to my
(05:56):
website or click this link, butthey don't make it sexy enough,
they don't make it attractiveenough for someone in light
speed to click that button andcome through that landing page.
Speaker 1 (06:06):
Yes, yeah, now we're getting into the technicalities
of the offer.
So for the listeners out there,I think you make it sound
pretty simple.
You said it's very simple andunderstanding of what
chiropractors do, but you'll besurprised, as I help a lot of
them.
It's not that they don't knowwhat they do.
It's they don't know how toportray what they do or what
solutions they actually providefor the patient, and I mean in
(06:29):
places like Australia and Canada, where they're tightly guided
we talked about this in thegreen room.
They're also a little gunny shyof even trying to market things
because of their boards, sothey have to stay in their lane
as well.
But you can be highly effectivewith your marketing and stay in
your lane, because the problemsthat you solve are still what
you do, and I think there's alittle confusion there.
(06:51):
When it comes to chiropractors,oh, absolutely.
Speaker 2 (06:55):
I have no clue what a chiropractor does.
I don't know, and I think thatif you and look, enrico, you
might have some statistics onthis, and maybe I'm just the
only stupid person in the world.
Now I have an idea, a generalidea, what a chiropractor does,
and I've probably been to onemaybe two or three times
throughout my 1,000 years whenI've had a sore neck or a sore
back or something like that.
(07:15):
But I think, largely speaking,yeah, there'd be a lot of people
out there that don't know thebreadth of services that a
chiropractor provides, and so,therefore, a lot of yeah, I mean
you can't sell a secret.
Um, I mean I, when I'm doingpresentations on stage at a
seminar or uh, or convention, um, I say to people, you know,
(07:36):
look, I think I'm probably upthere in the top 10 percent of
marketers, uh, globally, and uh,and I said that's showing off,
I know, but, by the same token,would have you people come to my
seminar if I said I was the25th best marketing guy in the
country?
No, you wouldn't.
You came to this because, whenyou jumped onto the registration
page to come to this particularseminar, I gave you case study
(07:58):
after case study after casestudy of all the things that
I've done and you've come.
And you've come because youwant to hear from someone who's
been around the block a fewtimes and you know has runs on
the board and I don't knowwhether.
And again, because I haven'tstudied chiropractors in terms
of their marketing specifically.
But I think they do fall intothat category where they
(08:19):
possibly assume that everyoneknows what they do and everyone
knows what they've done, andthat's not the case at all.
Speaker 1 (08:25):
Not at all, and with you know YouTube and social
media.
I mean your general idea ofwhat a chiropractor does is
based off of those quick 10second reels of like people
getting their head decapitatedand other with towels and stuff
like that and loud crunching.
So there's a conception of that.
There is a small niche ofpeople saying, ooh, I need that,
who are into that stuff.
(08:47):
The rest of the people are like, oh my gosh, I don't even know
what that is.
That's scary, I don't even knowif I want to go.
So we have to play with that,with our marketing as well, and
the only way to do that is toshow the solution, the solution
to the problem, and avoid thetheatrics.
I think that's one thing whenit comes to digital is how do
(09:11):
how do we, as entrepreneurs inany niche, do that Portray the
solution to a problem?
First off, we have to findmaybe the biggest problems, like
the the weight loss one wasgreat, the quick one that you
did there about looking like asupermodel in four weeks.
I mean that's a great guarantee, it's a great offer, it's a
great solution.
But when it comes to healthcareor maybe a problem, how do we
portray that properly in ourcall to action or in our offer.
Speaker 2 (09:37):
The best way is testimonials, and I know that,
yeah, you've got a globalaudience, and so therefore, in
some countries there might besome restrictions, but,
generally speaking, for mostindustries, I preach to them
look, for goodness sake, if youshow off, then that's great.
There's nothing wrong withdoing that if you've got the
runs on the board, but it'sgoing to be much more powerful
(09:58):
if your clients or yourcustomers show off.
So you know, on all of mywebsites, we have websites for
solar dealerships and forrestaurants and hospitality, and
websites for tradesmen, as inelectricians, and basically we
set up websites for what we doindividually for various
(10:18):
industries.
We don't have one forchiropractors, but a lot of
industries.
We have separate websites forthem and we talk their language
on that website, because talkingto a tradesman is very
different from talking to,perhaps, a chiropractor.
And on each of those websites, Imake sure that I've got at
least a dozen not one, not two,not three, at least a dozen of
that particular business ownerraving about what we have done
(10:42):
for him or her.
And as much as my personalityis a bit cheeky and sarcastic,
and so therefore, you know I'llsay that I'm good at this and
good at that.
I don't say it without backingit up with you know, case
studies and with history, butthat's never going to be as
powerful as the dozentestimonials that might be below
me.
Speaker 1 (11:01):
And when I say testimonials not, written
because nobody believes them.
Speaker 2 (11:06):
They just think that you've written it and put you
know.
You know betty's name at thebottom of it, uh, so if you can
get them on, video.
Uh, and you know, obviouslywith that comes problems,
because not many people are verycomfortable in front of the
camera.
So, uh, you've just got tointerview them and then cut your
voice out of it, okay, um, butif they are saying that you're
wonderful and that you treatedthem with respect, and that, you
(11:27):
know, basically you created amiracle, you know?
Speaker 1 (11:29):
result for them boy oh boy, that's rocket fuel,
absolutely yes yeah, videotestimonials, I mean, are so key
in the in the video.
It is king world right now.
Everything is video, videomarketing.
People are seeing either whatit's a quick eight second reel,
or if they tag in and watch thefull 57 minute video, I mean,
it's because you've looped theminto something that you're going
(11:51):
to solve for them and they wantmore information on it.
So a testimonial is a great wayyou can add this to your
landing pages.
You can use it as the video, asthe facebook ad itself, if you
want to try that.
Those are quite successful aswell.
But you're right, these writtentestimonials, they're great.
The Google reviews arefantastic for people searching
for a new person.
But the power comes withinhearing the same testimonial and
(12:14):
being relatable with the personthat has a problem.
That's great.
In the healthcare field, whathave you found being the new
thing that works, or is it justthe same formula?
Speaker 2 (12:26):
Well, something that we've created about six months
ago and it happened by accidentthat's absolutely smashing it.
For any business, it doesn'tmatter what industry they're in
is what we've nicknamed theFacebook contest formula.
Part of my background wasputting together all the scratch
bingo games in the 90s andearly 2000s for Rupert Murdoch's
newspapers, and so what wouldhappen is that you'd buy the
(12:49):
newspaper on a Sunday, you wouldget a scratch bingo card out of
that, and then you'd have tobuy the paper daily Monday,
tuesday, wednesday, thursday, etcetera because each day they
published a series of bingonumbers, and then you would
scratch out your bingo card andthat if you got three or four of
whatever symbols they were,then you won fifty thousand
dollars.
Right, uh, it stimulated theyou know the, the circulation
(13:11):
numbers of these newspapers likecrazy.
And then, uh, over the years,I've done the same thing for
mcdonald's and kfc and you knowall the fast food chains, and uh
, so, coming from thatbackground of running contests
and seeing how powerful they canbe, if it's done properly, then
what we've done is created athing called the facebook
contest formula.
It can be instagram or, you know, or linkedin or any other
(13:32):
platform, tick, tock, but let'sjust call it facebook and what
happens is that the businessgives away its product or
services, the prize.
So in your instance, of course,it would be a chiropractic uh,
you know, two sessions or threesessions or whatever it might be
.
It would be a chiropractic, youknow, two sessions or three
sessions or whatever it might be.
Now, whoever enters that prize,who enters that contest, sorry,
has to have a bad back or badneck.
You don't enter a contest toget free chiropractor service if
(13:55):
you're, you know, absolutelyhealthy in every way.
And I'll give you an example.
A dentist, for example.
We're talking $20 a day onFacebook, 1,000 leads a week.
We're not talking 24 leads or50.
A dentist got 991 leads in thefirst week.
I said to him who's your targetaudience?
(14:16):
He said oh look, parents,particularly rich parents of
children with crooked teeth.
We want to market Invisalignbraces, those invisible braces
that the kids put on.
These days they don't have themetal in their mouth anymore.
Speaker 1 (14:27):
And they're not cheap .
Speaker 2 (14:28):
They're $5,000, $6,000, $7,000.
So we said, look, how about wegive one of them away?
So that's what we did.
We ran a Facebook contest andwe said to parents in rich
suburbs because Facebook beingwhat it is, it's pretty laser
targeted, you can laser, youknow geodemographically the rich
people and we said, if yourchild's got crooked teeth, how
would you like to win invisiblebraces for him or her?
(14:48):
Click the ad and go through to alanding page and on that
landing page of course wepromote the dentist, but also we
get their name and address,their blood group, basically
everything about them, and atthe end of that then he gives
one away, but all the otherpeople.
Then his girl rings him up andsays, look, we've got some good
news and some bad news.
The bad news is you didn't winInvisalign braces, but it's
(15:11):
pretty clear that you've got achild with crooked teeth.
The good news is we have aspecial deal this week on
Invisible Braces and the resultsare unbelievable.
We're talking this particulardentist here in Australia.
$20 a day he spent and he got991 leads in the first week.
Speaker 1 (15:27):
Yeah, that's great, but Enrico, they're not leads.
Speaker 2 (15:31):
They're red hot leads because you know.
I mean, if you give away lawnmowing services and that's your
prize because you're a lawnmowing company, then someone in
an apartment is not going toenter that contest.
They're going to have a frontyard and a backyard or they're
on acreage.
So whoever enters that contest,just put their hand up and blow
it in the dark.
Speaker 1 (15:55):
I want lawn mowing services.
Yeah, and I've tried that aswell.
So a question I know thelisteners are listening to are
like wow, that's great, the ideais fantastic.
I've done like the pillowgiveaways and all these things
and I've generated, you know,800 leads as well, but I don't
know how many Invisaligns thatdoctor sold with that campaign,
or if you have that number, itcan be frustrating.
I don't know how he handled 900leads that.
(16:17):
First off, you have to have asystem to handle those.
I think with AI and email andtext marketing, I think it's
pretty easy.
But tell me how that worked out, Because for some listeners
like a new chiropractor is likeoh my gosh, I want 900 leads.
And then for some of us thathave been in practice, they're
like, oh my gosh, that soundslike a nightmare If you were to
(16:38):
do something like that and havethat kind of success.
The funnel has to work.
We can't bottleneck this in anyway, shape or form, or else
we're going to lose a lot ofenergy.
So what?
Speaker 2 (16:52):
what does that look like on the back end?
For let's use the Invisaligndoctor in Australia.
Easy, easy, he had these girlbring up the first hundred and
had an 11 percent conversionrate.
She couldn't do any more.
She basically her head exploded, and so, therefore, we just put
our robots onto it, and therobot went from 11 percent to 16
percent conversion rate.
So you know it's really easywhen anybody says to me oh, you
(17:14):
know that's going to be aproblem, I go.
Well, go and get a job.
You should not be in businessif you can't handle what we call
avalanche response.
Thank you, thank you.
Speaker 1 (17:23):
I haven't stopped saying it because people started
hating me about saying theangry stuff and the real truth
Like a coach.
They're like man, you're toorough.
I'm like no, it's true.
If they were like man, you'retoo rough, I'm like no, it's
true.
Speaker 2 (17:38):
If you can't hit the ball, don't play baseball.
Yeah, my book is called theAvalanche Leads, you know we get
.
Our whole thing is aboutgetting a shitload of leads.
It's not about getting five orsix or seven or ten.
So, everything we do, we thinkscale, and so, therefore, we
partnered with san franciscocompany in terms of uh robots,
um, and we did this around abouteight months ago and it's been
a great move for us, becausewhen clients who cannot handle
(18:01):
avalanche uh response say it wason, you give me a headache, you
give me a problem, and ofcourse you think, well, you're
an idiot.
I mean, you know people would.
People would just crawl overbroken glass to get a thousand
leads away, yeah, yeah.
So we just put the robots onand the robot brings up people.
It says exactly the same scriptlook, fortunately you didn't
win, but obviously you need lawnmowing services.
So therefore, we've got aspecial deal this week and a
(18:23):
special deal this week is isthat normally we say, uh, get in
and buy my product by uh fridayand we'll give you a free
vacation, uh, three nights invegas or new york or san diego,
diego or Disney World orwherever it might be, because we
have an association with atravel partner that gets access
to unsolved rooms throughout theUnited States and around the
world, and so therefore, thehotels outside of school
(18:45):
vacation periods are happy togive up the room for free in the
hope that whoever stays therewill spend money on food and
beverage.
So the classic conversion HappyMeal toy is look, you did not
win, but we've got a specialdeal on this week.
If you want to buy my productor service, we'll give you a
family holiday for free, becausewe give these to the businesses
for fifty dollars.
So they got a thousand dollarvacation.
They buy off us for 50 bucksand they give that away as a
(19:07):
happy meal toy to use as aconversion tool that's you that
does that.
Speaker 1 (19:11):
I've seen those, those around, okay.
Speaker 2 (19:13):
Aval, dr Aval yeah.
Speaker 1 (19:16):
No, they're fantastic .
They're great, they're engaging.
Like well, hey, what is this?
How do I get a free vacation?
That's fantastic.
Yes, I like that avalancheissue and let's be clear here
Most doctors are not getting theavalanche response, but the
ones that do it, really it'slike hey, we have to turn off
the ads.
I get that sometimes.
I'm like, are you nuts?
Like what's going on?
(19:36):
This is what you paid us for todo and it's highly successful.
It's like your patient sayingI'm feeling way too good, way
too fast.
Speaker 2 (19:42):
doc, slow down, slow down, hurt me, hurt me and slow
this whole thing down again butyou know, when somebody says to
us, look, I can't handle 999,you know 991, it was leads in a
week we go okay, we'll spend 10a day.
You'll get 450 leads.
Speaker 1 (19:56):
You know you can turn up the dial, yeah, or turn down
the dial yeah.
That makes sense.
That's the nice thing aboutbudget marketing uh, fantastic.
So those are some great things.
So going back to you know whatpeople can walk away with today
is really putting some effortinto the thought of your problem
solution.
I think that's where it allstarts.
The call to action has to beclean.
It has to be a low friction totransaction.
(20:19):
It has to be very simple, whereyou can get their information
and pursue the lead.
This is really it and peoplethink they have it.
They get frustrated with thediscount offers.
You can see this Invisaligndoctor didn't even give out a
discount.
He didn't even say get 50% off.
Your Invisalign doctor didn'teven give out a discount.
He didn't even say get 50% offyour Invisalign signing up for
this.
He said one person's going towin, we're going to give it to
one and the other 300, we'regoing to give them a little deal
(20:42):
and I'm going to increase mysales by 900%.
That's really how we need tothink about this and it sounds
simple, but it just takes a fewminutes to really put some
effort into what's yourcommunity suffering from and
what solutions do you offer fromthose top problems.
As far as healthcare, how doyou do your background research
(21:02):
to help any new client that youonboard, no matter what industry
they're in?
How do you find what people aresearching for or where the pain
points are in the localcommunity to help that business
grow?
Speaker 2 (21:15):
My best buddy these days is a guy called ChatGBT.
So really, at the end of theday, I've become a lazy bastard.
I used to do all of this.
I mean, even Googling now isold hat.
So you know, I've got ChatGBTsitting next to me all day and
if I want some copy written now,you know it is only as good as
your prompt or you know as yourbrief.
(21:36):
We know that and it's likeeverything else.
If you haven't done yourhomework in the background, then
of course it's unlikely you'regoing to get the result in the
uh in the end of the day.
But yeah, that you know chatgbt or derivations of that,
whichever platform you want touse, but I use chat gbt.
It's just.
It's just a winner if I someonespoke to me today and they've
got home nursing services herein Australia, and he said to me
(21:57):
oh look, you know, I was justwondering, jd, you know what
postcodes or zip codes wouldhave the most?
You know the biggest percentageof pensioners, people who are in
their 70s and 80s who mightneed home nursing care.
And whilst he was on the phonewith me, it was a not as them,
otherwise he would have seenwhat I did.
I just typed into chat tvteachers to show off.
(22:18):
And uh, within you know 20seconds, I said to him okay,
well, what postcode are you in?
I knew what he was in.
He said I was zip code 27410.
I said, okay, well, 62 of thatsuburb are over the age of 65.
He's, his head exploded.
He thought I was davidcopperfield and he said I said I
just happened to.
You know, my favorite thing isjust, you know, reading books
(22:39):
about statistics.
He said, oh, that's BS, wheredid you get that from?
And I told him.
I told him, and so therefore,really, you don't have to be
smart these days, you can employthe smartest person in the
world, and he's called ChatGPT.
Speaker 1 (23:17):
Yeah, okay, well, you're right.
Okay, I don't think my trust isthere yet with all of it.
What has been the most searchedpain points or conditions that
people are searching for in thelast three months that maybe I
can do EDDM marketing or directsocial marketing to help hit
those pain points and get themto become clients in my office?
I mean, you can put in a wholeparagraph and it'll take ChatGPT
an extra two and a half secondsto find that, and then boom,
(23:37):
you really do get a foundationalsource on that where you can
click on the references too.
They'll even reference wherethey get the information from
from Google search, from WebMD,from health grades, from Yelp.
They'll tell you where they'regetting the sources from and if
you need to background checkthat, you can.
But it's such a good startingpoint to get your contact going
or even create ad copy or allthat stuff, so utilize this.
(23:59):
So when people say AI, that'swhat they're talking about is
open AI and the sources thatthese systems can use in the
background.
That's fantastic.
What else do you think?
Do we miss anything as far asthe wow factor?
Speaker 2 (24:13):
Yeah, look, it's digital marketing.
These days, of course, it'spretty much 90% of what any
chiropractor should be doing.
And the great thing, when youask me that question, look what
has changed over the years since.
You know, I started in the1800s with Little House on the
Prairie.
I don't think the creativityneeds to change that much, but
(24:33):
of course, what has changed isthe platform and what has
changed is the speed.
So if I had an ad that was notsuccessful back in the day and
it was in a women's magazinethat comes out each month, I
would just have to, you know,wait and wait and wait until the
new magazine came out thefollowing month.
Of course, these days, if youkeep your finger on the pulse of
your digital marketing, thenyou can change that ad within a
heartbeat.
And so speed has really beensomething that digital has
(24:57):
brought to the table.
And therefore I always say topeople look for goodness sake,
if youtube tells us that themost watched videos in the world
are cats, cat videos uh, thenthat shows that I know nothing
and most of us know nothing,because if we were, if we were
asked before, that statistic was, you know, sort of publicized
would a cat video be the topviewing video on youtube.
(25:19):
You go get out of here.
That's rubbish, but apparentlyit is, and so, therefore, if
that is the case and we've allsort of feel like an idiot
because we didn't know that thenjust simply test and fix, come
up with two or three or fourdifferent ads, um, knowing full
well that maybe the first onewon't fire, because that's not
the cat video success story, butthe second or third or fourth
(25:40):
one might.
And for those who are using umyou know a digital marketing
agency, uh, where you know the,you know the 23 year old owns it
then they don't really haveenough wrinkles to have had
enough runs on the board to knowwhat works or what doesn't.
They'll tell you that they are,but they're still using pimple
grant um.
So I would actually uh belooking, and that this, you know
, might sound like it serves mypurpose when I'm a baby vermin,
(26:02):
but nonetheless I would belooking for someone who does
have a history of doing thisstuff, so that their mistake
rate is probably going to belower than a 25 year old who's
just doing it for the secondtime.
Um, regardless of, regardlessof whether or not they are in
digital marketing, the fact isthat they've got some runs on
the board and they know whatproblem solution if you like,
(26:23):
what would I say?
Scenario works best.
And the only other thing, too,I would suggest to anyone is
that, in terms of datacollection and you might be able
to answer this, enrico whensomebody comes on as a patient,
does a chiropractor getabsolutely everything from them,
or is it name and address?
Speaker 1 (26:46):
is it sorry?
I missed the question.
Speaker 2 (26:47):
Oh sorry, and I'm sorry, I got a frog in my throat
, but just when somebody becomesa client of a chiropractor,
does the chiropractic uh clinicget everything about that person
, or is it just name and address?
Speaker 1 (27:01):
oh yeah, well, based on hippa regulations, you you
can't ask anything through thedigital.
If you have a landing page, Ithink you can.
So it's name, phone number andemail.
Speaker 2 (27:12):
Okie dokie.
Okay, yeah, because we talkabout leads and then we talk
about good leads.
In my instance, you know weservice small to medium-sized
businesses.
Mainly.
I've come from the corporateworld of doing McDonald's and
7-Eleven and all that sort ofstuff, but these days we tend to
concentrate on providingmarketing assistance to small to
medium-sized businesses, andwhat we do is that when we do
(27:33):
advertise on social media and weget a lead, we put them through
a landing page which basicallyasks them everything but their
blood group.
The reason we do that isbecause if I'm going to talk to
someone, I want to make surethat I'm not talking to a
part-time taxi driver who justsaw my ad and thought I'd be
interesting to talk to this guy.
I want to make sure that I'mgoing to be talking to the
decision maker who has abusiness, and so therefore, we
(27:55):
put them through apre-qualification process on the
landing page to make sure thatthey got teeth and they got a
job yeah, that's great.
Speaker 1 (28:03):
What questions do you think should we should?
Speaker 2 (28:05):
we should get from there yeah, in your instance, I
mean, you wouldn't want to askthem.
It'd be a bit rude asking fortheir income, uh, but you would
ask them for their occupationbecause you know, if they're a
barrister, there's a betterchance that they're going to be
able to afford your servicesthan someone might be working on
the garbage truck.
With the council, um, and yeah,just basically be as
inquisitive as you can, um,without being intrusive, but you
(28:26):
know name, address, email, ofcourse, and phone number, uh,
probably likes and dislikes, uh,maybe you know any.
Uh, because sport would play abig role in what you guys do, uh
, then you know, do they playsport or have they played sport
and, as a result, have they hadany injuries?
And yeah, the big one is whattheir occupation is, because
their occupation will tell youhow much they can pay you.
Speaker 1 (28:48):
I like that Occupation.
The problems with healthcare is, you know, asking too many
health-related questions,because then you're collecting
personal data on them, butasking them you know what their
chief complaint is or what'stheir problem right now, and
have you tried anything else inthe meantime to do this?
Those are just generalquestions, but occupation is a
great one.
I'm going to add that rightaway to my landing pages because
(29:09):
, yeah, you can screen peopleout that way and see who's going
to be a viable customer, whichis fantastic.
Speaker 2 (29:18):
In the world that we live in, where Amazon should
have taught all of us a lessonin terms of the value of
collecting data.
My wife and myself we went todinner last night and I don't
know we both had a steak and abottle of wine.
No, we didn't both have abottle of wine.
It doesn't matter.
No judgment.
Yes, fair enough.
Yeah, and so let's say it was$100, $130, whatever it might
(29:40):
have been that restaurant, letus come and go without
collecting our data.
And I was speaking at arestaurant convention in Sydney,
australia, not long ago andeveryone in that room was the
owner of a cafe or restaurantand I said to them I'm going to
give you something that'sabsolutely free.
Not one of you will use it.
Not one of you will, becauseyou're suffering from a disease
(30:02):
worse than COVID and it's calleddickheaditis.
Okay, you are not going to usethis.
And they all laugh and you knowjd's a funny guy on stage.
Uh, we have a client inmelbourne who has a seafood
restaurant and he's in anupmarket suburb and he's the
only restaurant in the worldthat's full 365 nights a year.
He has 150 seats and not oneseat is vacant any night of the
(30:23):
year, as a very simple thing.
He was spending just under amillion dollars on advertising,
mainly digital, and he came ontomy program and I said okay,
well, let's save that milliondollars for you.
What we'll do is get everyhostess, waitress and waiter to
walk up to the table at the endof the meal whether it was a
business lunch with four guys orwhether it was just, you know,
a couple and hand them a littleentry form not an app, not a QRr
(30:44):
code a little entry form, oldworld style, which says win
dinner for 10 of your friends atthe end of the month.
Fill that in.
95 of people fill it in and uh,guess what?
He's now got 92 000 on hisdatabase.
Because who doesn't want to windinner for 10 of their friends
at the end of the month?
Every afternoon at three o'clockhe sends out one of my text
messages I've given about 30 ofthem and, uh, he'll say to his
(31:07):
secretary how many seats are the150 or four?
She'll say, you know, 80.
He said, well, in that case wehave to fill 70 seats.
Send out to 300 or 400 of thedatabase a special deal.
And the text message will sayEnrico, in your wife's name,
chef Pierre here from theseafood restaurant, we'd like to
invite you to enjoy a seafood,you know, lobster tail meal for
(31:30):
$68.
And it's only available for thenext 10 minutes.
She would walk in 10 minuteslater and say the entire 150
seats have gone.
So those 70 seats have gonewithin 10 minutes.
No advertising, no money onbillboards on the side of a
freeway.
It's purely and simply grabbingthe data and then exploiting it
.
Every afternoon at threeo'clock.
Speaker 1 (31:51):
Guys, your database is the most valuable thing to
your business during the entirecareer that you have in your
business and when you go to sell.
Trust me on this the biggerthat list, the stronger the list
.
It's fantastic because everytime you hit send, you make a
sale.
It's crazy.
I have podcasts on this, JD,trust me, but they all suffer
(32:14):
from dickhead-itis, so that'sthe problem with it.
So does McDonald's.
Speaker 2 (32:19):
So does McDonald's.
Mcdonald's don't collect dataand anyone younger out there
who's watching this andlistening to this would go oh
come on, you old fart, they do.
No, they don't.
They've got a qr code somewhereon the counter and they may
have an app, but you know, agood percentage of their
audience are over 40 and 45 andthey're not going to play with
the app.
Why they wouldn't put a nameand address entry, uh, for some
(32:39):
sort of contest, win mcdonald'sfood for six months.
For god's sake, that's not good, but anyway, they thought it
would.
But they think it is.
Uh, the tray mat on the traywhen you take the food to your
table if you're eating in couldeasily have a contest on it.
It just freaks me out.
I cannot believe that Amazonhave taught us all what to do
and yet hardly anyone hardlyanyone follows it.
(33:01):
Yeah it's true.
And, by the way, last but notleast, I have to say the
incentives.
I mean the vacation one that wehave is probably the most
powerful incentive I've everseen in my life.
And um, and you know how thatcame about because you looked at
the seinfeld stuff that I'vedone um, but you know,
incentives are very, verypowerful as a mechanism to
(33:22):
distinguish you from thechiropractor down the road.
Because, uh, to perhaps mrssmith, despite the fact that you
know you've got a great historyof being a chiropractor down
the road?
Because to perhaps Mrs Smith,despite the fact that you know
you've got a great history ofbeing a chiropractor, for
argument's sake, she might seeyou a bit like a solar
dealership whereby a solar panellooks the same as all the other
solar panels.
You know, you're in a me tooindustry.
There's a lot of people who saythe same thing as you do.
So if there's any chance, ifregulations allow you to do it,
(33:46):
then you can provide people withan incentive.
It's got incentive-basedmarketing.
We call it Happy Meal Toy.
So if you can give them a HappyMeal Toy, there's a pretty good
chance that you will stand outfrom the crowd.
You've got the wow factor.
Now whether that's a diningvoucher at the local cafe or
whether it's movie tickets fortwo and I'm not sure what the
(34:10):
average spend for a chiropractorsort of session is.
But you know, if they have sixsessions with you, give them a
double pass to the movies.
For God's sake, give themsomething.
The reason the vacation worksis that it costs the same as a
double pass to the movies $50,but it's worth $1,000.
So the reason Happy Meals workwith the toy is because that toy
is made in China for 20 cents.
With the toy is because thattoy is made in China for 20
cents but when the child gets itat McDonald's it's valued at $5
(34:32):
to the parents, because theyjust saw that exact same toy and
came out for $5.
So if you've got an incentivethat's a low cost but high
perceived value, shut the gate.
It's all over, it's a home run.
Speaker 1 (34:40):
Yes, agreed, this was awesome.
Thanks, jd.
Maybe we'll have you back.
This is powerful stuff.
My pleasure, take care andremember, go to the Institute of
Wow to check out some of hisstuff.
He's got some programs.
He's got some stuff on there.
He's got the Avalanche book.
Check it all out.
This stuff can help you whenyou need some focus.
Chatgpt doesn't have all theanswers.
(35:02):
Jd has written it all out foryou.
Chatgpt is a tool I'll tell youwhat?
Speaker 2 (35:07):
I'll give everyone a freebie.
When you're in the seminar game, like I am, you've got to write
a book.
So therefore, I decided that,because I'm a dickhead, I would
write a big book.
So if you're listening to this,you can't see it, but if you're
watching this, this is the sizeof a tabloid newspaper and it's
leather bound with gold tipedges and so forth, and there's
300 pages of case studies thathave worked.
I didn't put the ones in therethat didn't work, but it's case
(35:30):
study after case study aftercase study, including the one
with Seinfeld, where I gotSeinfeld to be a spokesman for a
bank down under and that was asuccess story that you know.
Just billions and billions andbillions of extra dollars they
made through home loans.
But if anyone wants that, then,if you don't mind it, rick, I'll
just give them my email address.
If they send it to me, thenI'll send them this digital
version.
Obviously, I can't sell it.
This book costs $420 to print,so I can't sell you the book.
(35:53):
If you just want this book forfree, it's basically an
unbelievable bible of casestudies of direct response
marketing Just give me an emailat john at the institute of
wowcom and I will give you thelink for, yeah, for what we call
the wow manifesto.
Speaker 1 (36:10):
Awesome John at the institute of wowcom.
Reach out to him, get that, getthose case studies, try and
implement some of them into yourbusiness and thank you so much
for your time, JD.
Speaker 2 (36:19):
My pleasure.
All the best man, Bye-bye.
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