The Art of Attraction: Marketing Strategies for Small Businesses

The primary focus of this podcast episode revolves around the challenges faced by automotive detailing professionals in effectively marketing their services. We delve into the prevalent issue of misaligned marketing strategies within the detailing industry, particularly in the United States, where many operators struggle to replicate successful advertising efforts observed in others. Our guest, John Dwyer, an expert in direct response marketing, provides invaluable insights on innovative marketing tactics, specifically the concept of using incentives, such as vacation giveaways, to attract potential customers and enhance engagement. This episode serves as a crucial resource for detailers seeking to elevate their marketing approaches, moving away from price discounting to more effective, value-driven strategies. Ultimately, we aim to equip our listeners with actionable ideas that can significantly impact their business growth. If you'd like to contact John Dwyer for any further info he can be reached at [e-mail]

If you're interested in attending The Detailing Authority Academy training you can click the link: https://www.square.link/u/pnqgYWNQ

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Links referenced in this episode:

• vacationsincentive.com
• fbcontestformula.com
• instituteofwow.com

Episode Transcript

(00:00):
So basically before we getstarted, because this is going to
be a little bit different forme because I typically kind of do
this like Joe Rogan whereusually when I have guests on, in
the automotive detailingindustry, even though, you know,
sometimes we do top talktopics, is I just kind of let it

(00:24):
be very free flowing, conversational.
Yeah.
The reason, the reason why,when Jen had reached out to me and
I thought like okay, cool,let's, let's, you know, maybe try
and get something with youcoming on is because I think it's
something that not onlymyself, but a lot of people that
I'm talking to right now inthe detailing industry, especially

(00:46):
here in the States, but I dohear a little bit of it from some
of my counterparts and, and inthe uk, not so much the guys that
I know in Australia because Ido Australia is like surprisingly
like I rank third and well,not I ranked third, but Australia
is like the, the third mostcountry of, of listens for my podcast.

(01:10):
So I do have a pretty, prettydecent followership down in Australia.
But what, what, what I'm kindof noticing again for myself and
then people I'm talking tohere in the States is, is we just
don't know how to market correctly.
Some guys are hitting it outof the park, you know, AdWords, Facebook,

(01:31):
Instagram, whatever, and, andother guys are trying to replicate
it and it just doesn't hit,you know, like I, I've done the same,
I've talked, I did, I've doneAdWords for kind of a long time.
And, and part of it might belike I probably don't throw enough
money at it because it'sGoogle and they want all your money

(01:53):
and everything.
And, and I'm a small business,so, so for me this is kind of a lifestyle
business.
So I don't, I'm not trying toscale, I'm not trying to grow.
I'm just trying to do enough.
Right.
Whereas some of my, my buddiesare trying to grow exponentially
and, and increase and thingslike that.

(02:13):
And, and so they'll do AdWordsand they'll throw a lot of money
at it and, and it doesn't hit,you know, and then, you know, this
guy over here is doingFacebook ads in it and it's working
and it's, everybody's like,you know, scampers over to Facebook
and, and then we try doingFacebook and it doesn't work.
And then this guy's like, hey,I'm doing Instagram and it works.
And then we're all like, okayover here to Instagram So, so when

(02:34):
she reached out to me, I waslike, you know what?
Like, maybe this will be agood thing.
Maybe, maybe you'll have someclues or some tips or some things
or whatever.
And, and honestly, listeningto that, that episode earlier, you
know, the giveaway thing waskind of ingenious, you know, Like,
I don't necessarily know thatdetailers would give away a free

(02:56):
vacation for a, for a detail,but I liked what you had mentioned
with the dealership.
I think it was a dealership,and it was a way to kind of capture
kind of emails and it's like,hey, come do a test drive and, and

(03:19):
win, or whatever.
Right?
And, and you even hadmentioned that maybe some smaller
businesses could give away a service.
So that made me think, like,maybe I do something where, you know,
I do a Facebook ad, you know,hey, win a free detail.
Yep.
And then everybody who signsup, like you said, right?
Like, I pick one, I give itaway, I do justice, right?

(03:43):
But then everybody else whosigned up, hey, you didn't, you didn't
win.
But tell you what, here's ahundred dollar off service or something
like that.
So I, I did, I did like thatwhen I heard that.
Do you have a car detailingservice yourself?
Do you?
Yes, sir.
Yes, sir.
Yeah, so, yeah, so that's,that's my, my primary business, like

(04:06):
I said, it's a lifestylebusiness for me, but it is.
My primary businesses is car detailing.
And so the podcast is, youknow, a, a primarily a car detailing
podcast.
We have had some other othertopics or, or things that popped
up and, and we've talked tosome people, but primarily we try
to keep it to, to this.

(04:27):
So again, that's why I thoughtmaybe you would be a great guest
to come on and maybe shed alittle light in, in, in to some of
us that are having a toughtime figuring out this marketing
thing.
Maybe the AdWords isn'tworking for us, maybe the Facebook
isn't working for us, maybe whatever.

(04:47):
So, you know, to hear kind ofyour expertise.
So the first thing to do wouldbe to introduce you, obviously to

(05:34):
my guest.
So for everybody who'slistening, this is John Dwyer.
And John, you have the.
Is it.
It's the wow Institute, isthat correct?
Yeah, it's called theInstitute of Wow.
The Institute of Wow.
My bad.
I.
Dyslexia.
Got it all backed up there.
I wanted to get the WOWInstitute 20 years ago, but it was

(05:56):
already gone.
So just for my listeners thatare, that are listening, who probably
don't know who you are, giveus a Little bit of background or,
you know, what's your businessand what services do you provide
and things like that.
Yeah, look, it's a directresponse marketing business.
And the.
I always highlight to peoplethat direct response marketing is

(06:20):
very different from marketing.
And the reason I do that isbecause it's not about brand building
and it's great if you buildyour brand, but direct response marketing
is putting an ad on Facebookor Instagram today and getting result
this afternoon.
So that's what direct responseis, as the name infers.
And yeah, look, I've beendoing this, you know, for a thousand
years.
And what I found is that most,I mean, in America and Australia

(06:43):
and England, 94% of businessesare doing less than a million turnover.
And so therefore thosebusinesses more than likely are mom
and pop businesses.
Or maybe they might have fiveor six or seven employees, but they
don't have a marketing manager.
They just don't.
And so therefore they'realways looking for ideas to, you
know, turn ideas into cashpretty quickly.

(07:05):
And that's where we come into play.
So the stuff that you wouldhave heard on other podcast is pretty
much a rinse and repeat ofwhat I do when I'm doing one of these
interviews.
It's just essentially teachingbusiness owners to stop price discounting
and to think about a new wayof attracting customers.
And normally that's throughwhat we call an incentive, but I
call it a Happy Meal toy, so.
Right.

(07:26):
And I, and I like that yousaid that about stop discounting
because again, in the, I feellike since the COVID years, this
industry, along with othershas, has just gotten flooded with,
with new people coming inbecause, you know, either they lost

(07:48):
their jobs to Covid and, andhey, what's a, what's a easy entry
level to get, you know, job toget into?
You know, landscaping, cardetailing, you know, house cleaning,
you know, things of thatnature you can do pretty, you know,
there's a low bar of entry for it.
And so what's, what I foundis, and what I'm hearing when I talk

(08:09):
to some people is it's like,oh man, you know, the guy up the
street just popped up and he'sdoing, you know, whatever for 200
cheaper than I am.
So now I've gotta discount myprices to try, you know, and, and
instead of, instead ofeverybody doing what the rest of
the world does or detailingdoing what the rest of the world

(08:30):
does of increasing prices aswe go on, everybody is racing to
the bottom.
It almost seems like.
And it's, and, and to me And,And a lot of, you know, professionals
that I talk to is when you dothat, you're devaluing your service.
So my whole thing is.

(08:50):
And.
And kind of like what you saidwith the Happy Meal Toy is I'm always
trying to find that way tomaybe give a little without discounting,
you know, so I, I like that premise.
So for everybody who'slistening, how.
How would a detailer, and Iknow you kind of talk to multiple

(09:12):
businesses from, you know,super mega, you know, million banks
to.
To mom and pops.
Like, what would be youradvice to, you know, do a.
A Happy Meal Toy, as you say,versus discounting or racing to the
bottom?
Yeah, look, the Happy Meal Toyneeds to be something that suits

(09:34):
the target audience.
And so I'm a baby boomer, soyou can imagine if I went into a
menswear shop and they said,look, buy a suit or buy a sports
jacket or buy a shirt, andwe'll give you a.
A skateboard, then they'rebarking up the wrong tree.
And so therefore, it's calledmessage to market match.
You want to have the rightmessage to course.

(09:55):
And, you know, over the years,we've tested every incentive, every
Happy Meal Toy that you couldpossibly think of.
And there is.
I.
I say Happy Meal Toy.
You know, I'm the father ofsix millennial children.
They've all left home thesedays, but we had six children under
12 at one stage.
And I think I gave McDonald's,my wife myself, gave McDonald's about
seven gazillion dollars justto keep the little.

(10:16):
To keep them quiet in the backof the car, you know.
Exactly.
Yeah.
So I don't think the kids everate the hamburger.
It was all about the free toy.
And so if you get it right,it's something which you can repeat
for the rest of your businesslife because McDonald's have been
doing the Happy Meal toygiveaway for 45 years.
Kellogg's have been doing thesame thing in the bottom of their

(10:36):
cereal packs for 50 years.
Dunkin Donuts are doing itright now, where when you spend money
with them, you get points, andthen you can redeem those points.
Amazon do it through theirprime membership club.
If you wanted to join theirprime membership club, then you get
special features such as freemusic and free movies and so on and
so forth.
So even your local coffee shopdown the road does it where, you

(10:57):
know, you get nine stamps onyour little reward card and you get
the 10th copy for free.
The crazy thing about it,though, is that 97 of businesses
worldwide have Never, ever,ever offered an incentive because
it's too easy just to droptheir pants and price discount.
Which is nuts.
Absolutely crazy, right?
Yeah, and that's, that's the thing.

(11:17):
I mean, you're right.
I mean, I think about it allthe time.
I mean, you know, I go toChick Fil A, I use my points because
I know like every so manyvisits I'm gonna get, you know, a
free whatever.
The girl who, who cuts myhair, she has a, you know, little
hand punch thing and everytenth one I get, or actually I think
it's every five, I get a halfoff and then the tenth one I get

(11:40):
a free one.
So.
Yeah, you're absolutely right.
I mean, it's, it's.
And I like what you said, youknow, it's, it's easier to do that
than to drop your pants and,and do a price discount, you know,
kind of screwing yourself.
Because that's the one thing Iis like, it's, sure, it's easy to
just discount and, and to getthe client in, but then you'll never

(12:05):
be able to get that client to,to pay more than when you finally
get to a point or whatever.
They're not going to pay morethan that because they've, they've
always only paid whatever.
So with the direct responsemarketing kind of thing, I mean,
is it, is it really, you know,any business could do it.

(12:26):
So like the small detail guy,you know, can do it versus like a
big Amazon or McDonald's.
Yeah, look, I was speaking ata conference in Santa Monica.
I've been to America agazillion times and, and it was a
conference in Santa Monica onthe west coast.
And the guy in the room puthis hand up and said to me, I own
a funeral parlor business.

(12:47):
Would it work for me?
I said, look, I reckon itworks for just about every business,
but I don't think it would betasteful if you said, look, give
me your relatives to bur.
And once I've, you know, burntfive of your relatives, you get a
free headstone.
I don't think that would be.
Yeah, so aside from a funeralparlor, pretty much any business,
I mean, A to Z, we've beenproviding this stuff for businesses

(13:09):
for a long time.
And yeah, I mean, any business.
The thing is, is that if youdo price discount, there's nothing
wrong with doing that maybeonce or twice a year you've got to,
you've got to move thewarehouse of stock or in your instance,
their car detailers.
And so therefore they have acash flow problem.
They want to get more cash in quickly.
Right.
Nothing wrong with doing thata couple of times a year.
It's just that if you do itall the time and you become, you

(13:31):
know, the, the, the Costco ofyour industry, you're not going to
be able to ever lift yourprices because you've conditioned
everybody to your cardealership, you know, detailing price.
And, you know, if you said tome, look, what was the most successful
incentive of all time?
No question, vacation.
And the reason I say that isthat we had a bank down under called

(13:55):
the Greater Building Society.
So they're enough a bank, it'sa building society.
And I was contracted by themto come up with, you know, a direct
response campaign.
And the one that we came upwith because I was doing some TV
commercials at the time for atravel wholesaler.
I introduced a travelwholesaler to the bank and we put
a campaign together whichsaid, get a home loan or swap your

(14:15):
home loan from Wells Fargoacross to this bank.
We don't have Wells Fargo downunder, but the equivalent of swap
your home loan across andwe'll give you a free vacation.
And they took an extra $15billion worth of home loans within
the first three years.
And this idiot who you'retalking to didn't charge a percentage
of the increase in loans.

(14:36):
I'm a complete fool.
I charge a consultancy fee.
So, yeah, so if I charged apercentage of the increase in home
loans, I wouldn't have gone toHawaii, I would have bought Hawaii.
Anyway, it went really well.
And about three or four yearsinto that, I convinced Jerry Seinfeld
to become their spokesman.
I'm name dropping, I know, butthe fact is we got Seinfeld to be

(14:57):
the spokesman and I would flybackwards and force to New York and
Jerry would do all the ads for us.
So when Jerry Seinfeld comeson TV down under, on social media
and says, get a home loan fromthis bank and you get a free vacation,
you can imagine what happened.
And as a result of that, acompany contacted me after that campaign
because it's pretty hard tokeep it secret.
When you got Seinfeld and theysaid, listen, you seem to have half

(15:19):
a clue when it comes to marketing.
We've got access to unsoldhotel rooms around the world.
And these hotels outside ofschool vacation period are happy
to give up their rooms forfree in the hope that whoever stays
there as a freebie guest will,might, might spend money on food
and beverage.
There's no time sharepresentations or any of that rubbish.
Basically, the hotels outsideof School vacations are happy to

(15:39):
give up the rooms because theyhope whoever stays there is going
to spend money on food and beverage.
And I said, yeah, go on.
And they said, well, do youknow what to do with that for businesses?
I said, absolutely.
I'll turn it into the HappyMeal toy from heaven.
And this was six months beforeCOVID And so we launched it and we
just said, the businesses, cardetailers and butchers, bakers, candlestick
makers.
How would you like to get 50vacation vouchers for $97 each?

(16:03):
And you give them away whensomeone uses your lawn mowing service
or someone buys yourrefrigerator or someone uses your
car dealership car detailing.
Sorry.
And it went nuts, absolute nuts.
My head became huge becausethis was a money tree.
I'd put ads on Facebook and wewould just get absolutely smashed
with businesses saying, look,I want this as a Happy Meal toy.

(16:24):
And I think my sarcasm hit apeak when my wife said, you've been
working hard, let's go to Fiji.
I said, don't go there by the island.
You know, God was watching andsaw that my head was too big and
thrust covert upon the world.
That's my fault for showingoff, thinking I had retirement package.
So we had this incredibletravel product that was going nuts

(16:47):
and of course for the firsttime in 100 years, you couldn't travel.
So I learned my lesson.
So we sat on our hands for acouple of years.
But I have to say to you, ifany car deal detailer is looking
for a Happy Meal toy, thenyeah, a vacation is the hottest on
the planet and purely andsimply because everyone wants one.
Yeah.
So let me ask you about those,you know, because you know, when

(17:09):
I see those kind of things, I,I always think like, ah, it's too
good to be true.
Like there's gonna be blackout or.
Yeah, yeah, you know, or youknow, you can only go on the second
Tuesday of every week, youknow, kind of thing, you know, so,
so as a detailer, because Imean, here's the thing, I mean you're
saying, you know, you couldbuy them at 97 a piece, basically,

(17:33):
you know, for me, I can offerthat to one of my ceramic coating
clients that's going to pay dollars.
So to take a hundred dollarsout of that $2,000 to, to basically
maybe guarantee me a sale, youknow, hey, buy a two thousand dollar
ceramic coating and get a freevacation, you know, or a staycation

(17:57):
here in Orlando.
And all I'm, all I'm Puttingout is 97.
Doesn't sound like a bad deal.
But like, how does thatactually work, you know, when you're
giving it to a client or, youknow, even I can't speak offering
it to a client.
Well, it gets better becausewhen I'm doing podcasts, if this

(18:20):
subject comes up, I always sayto people, I'll give you my email
at the end of this.
And if they are interested,they get it for 32, not 97.
So it becomes a little more crazy.
And the reason that we, thatwe do that is that our inventory
is free.
Okay?
So if you're bringing in atelevision from China and it costs

(18:41):
you 200 and you mark it up to4 or $500, if you give, you know,
in a way for anything lessthan $200, you lost money.
The thing with this product,it's, it's built for price variability
because the, the cost of goodsis free.
We get the hotel rooms for free.
So all I've got to do is I'vegot to cover my overheads, which

(19:03):
generally speaking, isFacebook advertising or LinkedIn
advertising, and myoperational expenses.
If I'm on a show like yours, Idon't have any Facebook advertising
costs.
I don't have really any costsat all.
And so what I do to basicallyincentivize people to consider doing
it is that I actually providethem with a deal whereby it's three
for one.
We just say to them, listen,if you buy 30 of these things at

(19:25):
97, which is, what's that,$2,900, we'll give you a three for
one deal.
We'll give you 90 of them.
And that means if you'regetting 90 vouchers for the cost
of 30, you're not paying $97,you're paying $32.
And that normally lights upthe switchboard, so to speak, because
people go, my God, I can.
$32.
And by the way, it's a threeto seven night vacation.

(19:49):
You've got destinations likeVegas and Orlando and New York and
San Diego, Grand Canyon, Imean, all the hot spots.
Cancun in Mexico is fivenights, right throughout Europe,
if they want to go to Italy orGermany or Spain or anything like
that.
So it's pretty sexy.
And when they rang me just sixmonths before COVID I said exactly
what you did.
I said, look, I'm in theadvertising game.

(20:09):
I've seen every travel scamthere is, and this sounds ridiculously
too good to be true, and theysaid, no, all it is is what the airlines
used to do before the cheapairlines came along.
Remember, people would sit ina Waiting lounge.
And then it was basically thehostess would come out and when there
was 10 seats vacant in theplane, she'd say, okay, all of you

(20:30):
people in the waiting loungein your pajamas, without teeth, we
have 10 seats.
All right, come on in.
Yeah, those days are gone.
When the cheap airlines camealong, they scooped up all those
people and yeah, there was nocatches to that.
They were filling the seatsthat other people had paid good money
for.
This is the same thing whenthey are outside of school vacation
periods.
Most hotels are running atabout 30% vacancy.

(20:52):
Sorry.
Yeah, 30% vacancy.
So the hotel believes that ifthey've got 30% of their rooms vacant,
they might as well give thatroom away for free in the hope that
whoever stays there will stayspend money on food and beverage.
The good thing for the hotelsis that this is under the radar.
So when you hand a voucher toyour, you know, car detailing customer,
that customer goes online toa, you know, booking platform.

(21:14):
They book their vacation.
When they arrive at the resortin Orlando or Las Vegas, wherever
it might be, no one recognizesthem as being any different from
any other full paying guest.
Right.
Beautiful for the resort.
The resort's not dropping itspants and wrecking its brand.
It actually is filling roomsunder the radar.
And that's what the hotels want.
They don't want to destroytheir brand by dropping their prices.

(21:35):
They would like to just fillthe rooms through promotions like
this and then of course, makemoney out of food and beverage.
Oh, I gotcha.
I gotcha.
So, yeah, so it's making itout like they're not treated any
different because they got afree room or anything like that.
It's just, you know, statusquo, business as usual or whatever.
Yeah, no, that's, that's interesting.

(21:56):
I.
Oh, by the way, you asked.
The question, there are notimeshare presentations.
I mean, I would have run theother way.
I said, yeah, look, it soundspretty sexy, but if there's a timeshare,
there's a time out of here.
They said none of that.
Look, there's, there'sconditions, of course.
I mean, they won't be able togo in school vacation period.
So.
Right.
It's available on anavailability basis.

(22:17):
So if you go into the bookingplatform and you wanted to go to
Vegas on, you know, let's justsay the 4th of August and 4th of
August happens to beconference week in Vegas.
Every hotel's booked a out forconferences and of course.
But that's the same as if youwere going to book and pay full tariff
if you're going to pay 300 or400 for the room.
It's available on and asavailable basis.

(22:37):
So therefore you just makesure that you don't go when the,
I don't know when the, whenthe, with the racing car track is
full.
Right, right.
See, and that's the, that'sthe interesting thing for me for
being here in Orlando.
Like it would be a perfectstaycation for me to kind of offer
because I could literallyoffer somebody of a free, okay, a

(22:59):
free hotel stay and it doesn'treally cost them anything else.
They're not paying for the airfare.
They're not paying, you know,any other travel stuff.
Because if they're here andit, it could be a staycation weekend.
Like, hey, get, drop the keys.
No, you can't.
You've got to be 100 milesaway from the hotel.
Okay, okay, okay.
Now the reason for that isthat if you are in Orlando and you

(23:20):
stay in Orlando, you won't eatat the, at the hotel.
You'll go to your favoriterestaurant down the road.
Gotcha, gotcha, gotcha.
Okay, so they've worked outthat, you know, they want tourists.
And look, the 100 milecondition is, nobody's ever complained
about that because if I, youknow, if I live in Sydney, Australia,
I don't want to go for avacation in Sydney.
So, yeah, that's one of theconditions is that you need to be

(23:43):
100 miles away from whereyou're going, and that's as the crow
flies.
So when you actually go intothe booking platform to book your
three or four or five nights,whatever it might be, it will immediately
tell you straight away ifyou're within 100 miles from that
hotel.
Because they want tourists,they don't want locals who will spend
money at the restaurant.
Okay, yeah, no, no, that makes sense.
That makes sense then.

(24:03):
Yeah, yeah, look, when Iturned it upside down because I thought
it was ridiculously good to betrue, too good to be true, I was
very pleasantly surprised.
I've seen every incentiveprogram and we've given away microwave
oven, skateboards, diningvouchers, fuel discount vouchers,
movie ticket vouchers.
I've tried everything.
And not just because theSeinfeld campaign proved it to me

(24:25):
with the bank, but just ingeneral, I have used, I've never
seen anything like it.
It can double or triplepeople's sales straight away.
Because you'll get the reasonMcDonald's Happy Meal toy works is
because that Toy, I knowMcDonald's gets for 20 to 25 cents
in China, but to A mum and dadwho are buying a Happy Meal for their
child, they see that toy asbeing worth four or five dollars
in Kmart.

(24:46):
So the important factor isthat's a very low unit cost for the,
you know, for the business,but a high perceived value.
In this instance, this isworth up to a thousand dollars.
Three, I mean, three nights inOrlando, you can imagine, you know,
it'd be certainly worth up toa thousand dollars, but it's costing
them, you know, 97 normally,but $32.
Anybody wants to have a lookat it, go and have a look@vacations

(25:07):
incentive.com.
just plural.
Vacations with an S.
Vacations incentive dot com.
Yeah, no, and it's, and it'sinteresting because, you know, growing
up I remember, you know, itfelt like that was a big marketing
thing with a lot of car dealers.
I mean, I mean almost, youname it, you know, was come down

(25:30):
and do a test drive or comedown and do whatever, or come to,
you know, whatever, insert thewhatever thing.
And, and you got a vacation.
And it seems like, it seemslike it's not, is, is as used as
much as it used to be in theform of not even a vacation, but

(25:51):
even just a thing.
Right.
Like now it's just, you know, whatever.
Here's our deal, you know,come on down, you know, kind of thing.
And, and there, there kind of,isn't that that incentive or that,
or that toy?
I mean, you, I mean,McDonald's still does it in the Happy
Meals.
I know, I know that because mykid is about to be 16 and you know,

(26:14):
up until probably a lot withinthe last year or so, she would still,
you know, want to go toMcDonald's and do happy Meals because
she liked the smaller, thesmaller meals.
She wouldn't eat a bigger meal.
She liked the smaller meals.
So not that she wanted thetoy, but we would still get the toy.
But you know, I don't, I don'tnecessarily know that Kellogg's even

(26:35):
does the, the toys and thecereals anymore.
You know, the occasional timesthat we get cereals, it doesn't really
seem like there's anything inthem anymore or anything like that.
So it is.
Do you think like we made ashift from doing that or is it just
a different type of marketingthese days?

(26:55):
No, I mean, what happens isthat sometimes a left brained person
will take over the marketing role.
Now by left brain, I meantsomeone who's analytical and operationally
minded.
Most accountants are left.
Left brain.
Yeah, rather than right brain,which is, you know, the creative
person.
And that would be me.
I hate looking at spreadsheetsdespite the fact I've got to.

(27:16):
And so therefore, if a leftbrain person takes over the marketing
role, then they will say, oh,this is an expense.
And so therefore, let's getrid of it instead of looking at it
as an investment and keepingit right.
You know, in the advertisinggame, if you went to a, an advertising
agency which was run by, youknow, bearded hipsters and ponytail

(27:36):
creatives, they will tell youthat you've got to build your brand
so that people, you know, willfall in love with your product.
Okay, right, well, build yourbrand so that they'll taste your
product.
We flip that, we say get themto taste your product so that they'll
fall in love with your brand.
And the best way to get themto taste your product would be, for
example, outside a seafood shop.

(27:58):
I would have hostesses therehanding out calamari samples at lunchtime
and dinner time so thatwhoever walked past would get a calamari
sample and taste it and go,that's beautiful.
They'd go inside the seafoodshop and spend money on, you know,
more expensive fish, like barramundi.
Right?
Yeah.
If I had a coffee shop, I'd begiving out shot glasses and little
paper cup shot glasses of mycoffee at lunchtime and dinner time

(28:20):
as well.
The whole idea of this is toactually not only get the attention
of people who may have beengetting their car detailed anyway,
but also get the attention ofpeople who weren't thinking about
getting their car detailed.
You can imagine if they'restrolling through their Facebook
feed and they're scrolling,scrolling, scrolling, and all of
a sudden your card detailingbusiness says, listen, stop.

(28:43):
If you get your card detailedfrom me, we've got a special April,
May, June, whatever it is,offer for X dollars.
And what comes with that is afree vacation to Vegas or New York,
wherever you want to go.
I think that might stop the scroll.
Yeah, yeah, for sure, for sure.
You know, but I like the, the,the almost kind of like the, the
taste test sampling thatyou're talking about, you know, with

(29:04):
the, you know, you walk by andyou get a, you know, have somebody
standing out there with alittle sample.
I remember, you know, growingup and you'd walk through the mall,
the food court in the mall,you know, and all the little, all
the little, you know, quoteunquote restaurants, you know, because
the fast food places,whatever, they would do that, you

(29:25):
know, especially like the, theChinese food place would always have
like, you know, toothpickswith their bour Chicken or whatever.
You know, you walk by and youknow, the, the sub place has got,
you know, little cheesesteaks, you know, on toothpicks or
whatever, without doingsomething as large of a getaway,
you know, as a, as a getawaykind of vacation.

(29:47):
Because to me, I would, Iwould say if I was going to, if I
was going to use that as amarketing tool again, I would do
it more with, in line withlike my ceramic coatings, my, my
fifteen hundred dollar and upkind of packages.
But if I wanted to get peoplekind of in the door, like you say
in your thing, right.
Like, like, you know, get themin the door now, make, make money

(30:10):
tomorrow kind of thing versusthe, the plant, the seeds, and we'll
wait and see kind ofadvertising, like as a detailer,
like what kind of samplethings would you maybe say?
Like, you know, hey, you offerwith, with the whatever.
I'll give you an idea.

(30:30):
I can't guarantee much in lifebecause obviously.
Right, yeah, there's only thebig guy upstairs can do that.
But this is almost a guaranteethat if you are a car detailer and
you do what I'm just about totell you, there's a good chance you'll
double your business within 30 days.
Do you reckon that would havegot the attention of someone who's
watching or listening?
Okay, I'm already paying attention.

(30:51):
So.
And this is something we onlylaunched actually probably, I don't
know, six months ago.
I'd been doing this foreverbut didn't realize what I was sitting
on.
And we call it the Facebookcontest formula.
And basically it's giving awayyour product or service on Facebook.
So therefore it's a paidadvertising, but the advertisement

(31:13):
actually gives away a cardetailing package worth whatever.
Okay.
And what that attracts ispeople who want their car detailed.
You don't enter a contest towin a car detailing package if you
don't want your car detailed.
All right?
Right.
First of all, you'reattracting a warm audience, if not
a red hot audience.
You say, listen, we're goingto draw this in a week's time or

(31:35):
two weeks time.
So basically click the ad,they go through to a landing page,
and on that landing page youcollect all of the data that you
normally would want to collect.
Their name and their contactdetails and so forth.
And of course, even, you know,they make and model the car, whatever
it might be, you give one away.
But then you've got 100, 200,300,000 people who put their hand

(31:55):
up, glowed in the dark andsaid, I want my car detailed.
So you don't get a hotteraudience than that.
And then what we do is that wesuggest that you would contact all
of those people, and if youcan't do it, we have a robot that'll
do it for you within an hour.
And they basically say to thepeople who entered the contest, look,
you didn't win, but I got somegood news for you.

(32:17):
That particular package thatyou're talking about that you entered
the contest to win, we've gota special deal on that this week
that it's normally this, butnow this.
But if you get in by Friday,we will give you a free vacation.
So not only has it createdthrough the funnel a red hot lead
because they ended, we do itjust one, two weeks ago for a dentist.

(32:40):
I said to him, who do you want?
He said, obviously, you know,people with crooked teeth.
I said, good, okay, well, howabout we give away one of your Invisalign
products?
And that's the invisiblebraces without the metal teeth anymore.
And they're worth about$5,000, but to him it's only two.
So we ran a contest forparents in basically the geodemographic

(33:02):
area around where his dentistpractice was.
And we said, how would youlike to win, you know, braces for
your children's teeth?
Now, anyone who entered thatwas a parent with a child with crooked
teeth, you don't want to winbraces if you've got perfect smile,
right?
Yeah.
He got just under a thousandentries in the first week.
We're talking a thousand.
Okay.
He only spent $30 a day.
$30 a day on Facebook.
So seven times 30 over a weekis $210.

(33:25):
He got just under a thousand leads.
And then his staff would ringthe people after they give them one
away and say, look, you didn'twin, but we have a special deal for
you.
Those invisible braces werenormally this, but this week is this.
And if you get in by Friday,we'll give you a free vacation.
Shut the gate.
It's all over.
Wow.
Wow.
And just out of curiosity,like, how do you or what do you recommend

(33:48):
as a way of like actuallypicking one?
Right.
I mean, like my thought wouldbe I would just put them all in probably
like a Google random generatorand pick a number that way kind of
thing.
Or I mean, I have seen, youknow, kind of thinking back on it,
when I first got intodetailing, when I left the car wash

(34:09):
and got and opened my owndetail shop, there was a guy in town
who, who he did do a verysimilar thing.
He offered A.
A free service and hadeverybody like, send them, you know,
what type of car they had.
And honestly, I think he kindof picked based off of like, coolness
factor of the car.

(34:30):
You know, I think he pickedsomebody with a, you know, a very
expensive car that couldprobably easily afford the, the service
that he was giving away, youknow, just because it.
Then it looks good in picturesand stuff like that.
I mean, I, to me, I would, Iwould think a Google random generator,
but, you know, what is your take?
I would not spend any morethan 10 seconds thinking about it

(34:52):
because no one gives a.
Yeah.
How you draw the.
I mean, I would just use arandom generator, pull someone out.
I mean, the cheeky people outthere might like to choose someone.
I mean, if it's a.
If it's a contest, which is agame of chance, it should really
be a random.
Yeah.
If it's a game of skill wherethey've got a right layer, 60 words

(35:13):
or less of why they would liketo win the car detail.
You don't want to go there.
That's good.
They would have lost me right there.
I'd have been like, I'm out.
Yeah.
Well, I'll give you an example.
I mean, there was a.
A turf farm that we had someyears ago.
This is not just a recenttime, some years ago.
So he had a turf, as in grass.
He would grow grass for landscapers.

(35:34):
Right.
And the landscapers would thensell that to consumers, of course,
for their front yard or backyard.
I just said to him at thetime, what do you think would be
a good Happy Meal toy forlandscapers now?
99.9% men, he said, you tell me.
I said, beer.
And so what we did, we pickeda prestige beer down under.
It won't mean anything to youguys, but it's called Crown Lager,
so it's a very prestige beer.

(35:55):
And we just said, look, forevery home's worth of grass that
you get from my turf farm,instead of going down the road to
another turf farm, we willgive you a carton of beer.
And he rang me about six daysafter we launched this, and obviously,
you know, sent out to an emaillist of landscapers, and he said,
I've got to put problem.
I said, oh, God, haven't we all?
What's your problem?
He said, I've got no more grass.
He said, we've been throughlike three miles worth of grass in

(36:17):
one week.
Yeah.
And he said, he said, yourincentive works so crazily well.
And talk about perfect messageto market match.
I mean, you Know alcohol for alandscaper, by the way, because you're
injured cars.
I would not recommend this asa happy Meal toy for you guys.
But.
Yeah, no, yeah, but he justsaid, look, we just wiped out three
miles worth of grass.
And because he's farm, histurf farm went on for miles and miles

(36:40):
and miles.
He said, we just moved threemiles with the turf in one week.
He said, this is the.
I've never seen anything like it.
I said.
He said one guy who was a painin the ass client, he said he used
to always ring me up and say,oh, you're $6 per square meter, I
can get it for $5.50 down the road.
And he said I'd have to dropmy price.
That same guy rang up andsaid, I want 18 homes worth of grass.
I don't care when the grassgets here, but I need the beer by

(37:02):
Friday.
I've got a party.
Nice.
And.
And.
Okay.
So I don't know if I know myAustralian perfectly, but I'm surprised
you guys didn't use a Dixon cider.
That's an Australian bread.
Correct.
All right, yeah.

(37:23):
Yes.
I should have done that.
Yeah, yeah.
But yeah, look, the thing is,is that, can you imagine if you have
a.
If you give away a carddetailer package and let's just say
it's a value of a thousand dollars.
Okay.
Yeah.
Then the point is, is that ifyou give one of them away each week
and you need to give them awayquickly because you've got to have

(37:46):
the facility to be able tocontact these people very soon after
they've entered the contest.
So don't run a contest thatgoes on forever.
Right.
And if you want to have a lookat this, by the way, we've put it
into a little package.
It's FB for Facebook.
FB, FBContestFormula.com.
so if you go toFBContestFormula.com that'll show
you how to do it.
It's just steal the idea.

(38:06):
You don't need me involved.
You can do it yourself if youwanted to.
But the thing is, is that,yeah, it attracts warm, if not red
hot prospects.
Because, you know, as I said,I mean, the classic one was it was
a walking frame business.
Recently he sells walkingframes to people maybe in the 70s
and 80s.
He insulted me by asking ifI'd like to do a contra.
So I told him I hope he diedin his sleep.

(38:28):
But anyways, what we did is wesaid, win a wheelie walker.
Why they put wheels on thesethings for People who can't walk
straight, I don't know.
But anyway, win a wheeliewalker worth 500.
He had 820 leads in one week.
Again, all he spent was $30 aday in Facebook ads.
He had 820 leads.
He gave one away and he had819 people who just glowed in the

(38:51):
dark, put their hand up andsaid, I want to walk.
Walking frame.
Wow.
So is it better to do it as a,as like, you know, maybe started
on a Monday, ended on a Fridaykind of thing?
Just do it, do it for a weekand then turn around, bam, pick your
winner, announce it and then,and then start contacting those other
leads.
Now let me ask you this.
Like with those people thathad success with the, the, the turf

(39:15):
farm guy, the, the walker guy,what was their conversion as far
as do, I mean, do you knowwhat their conversion was with the
other people that entered sothe 800 and however many people that
entered for the, for the, forthe wheelie walker, what was his
conversion on that?
If you have any idea, you know.

(39:36):
Some people tell us, others don't.
They think that we're going topass it on to all their competitors,
which is not the case.
But anyway, we, we get thestatistic if they happen to be a
consultant, consultantconsulting client of ours.
So they're hanging around withus all the time.
They're more open to providingus with details.
Of course if they're not, thenthey don't know us from, from Adam.
So therefore they like to keepthat to themselves.
But the one with the walkingframe, for example, he had his girl

(40:00):
who was the, basically thesecretary of the PA.
She rang 100 of the 820 andshe had a conversion rate of 9%.
So therefore she closed 9% ofthose and she couldn't go any further.
She took her three days to getthrough 100 of them because you ring
people and they had a voicemail.
You had to ring back and ring.
So we just put our AI robotonto it and we rang the other 800

(40:21):
in the space of two hours andthe robot got a 14% conversion rate.
So we have an arm that we'vejust launched recently called AIG
now dot com.
So basically what it is is atelephone receptionist service whereby
we can answer the phone, ourrobots can answer the phone for any

(40:42):
business.
If you can't, I'm perfect forcar detailers because obviously,
obviously they can't get tothe phone a lot of the times.
And that call that you missedcould have been a two thousand dollar
job.
So what happens is for, Ithink it's 297amonth we charge, so
it's not very expensive.
But basically the robotanswers the phone, has a human like,
conversation with the people.
So therefore 78% of peopledon't know it's a robot.

(41:04):
I say robot, it's an AI agent,but most of us.
So therefore, if someone can'tring up all of the people who had
the contest and we just getthe outbound version of the robot
to ring them and see if he orshe can close more than the human.
Wow.
Wow, that's interesting.
Yeah, I mean that's, that's a,that's always a pain in the ass in

(41:25):
my day.
And I think a lot of my fellowdetailers listening to this will
probably agree is, you know.
Right, right.
As soon as you put thepolisher onto the paint and start
spreading it in, the phonerings and you're like, you know,
like, do I stop?
Do I keep going?
Do I miss the phone call?
Do I?
So yeah, I could definitelysee where, where something like that

(41:50):
would definitely be.
Be very beneficial.
Yeah.
Nobody leaves a voicemail.
I mean, I'm exaggerating, butnot a lot of people leave voicemail
anymore because they're on Google.
They'll just go to the next town.
Detailer, right?
Yeah.
Yeah.
Crazy part about it is thatwe, we're part.

(42:10):
We've partnered with anAmerican company to put this together,
so we're way down under, butwe're partnered with a company on
the west coast.
And basically what happens isthat, you know, we still make margin
in the 297Amonth.
So it's a 297Amonthsubscription plan.
Right.
And your phone will beanswered 24 7.
And 78% of people have no cluethat it's a robot.
They think that it's a human.

(42:31):
You can pick either a male or female.
You can, can inject apersonality into it.
So you can say, look, I wantit to be like Conan O'Brien.
Or if you happen to be anaccountancy practice, then you say,
okay, well, I'd like it to bevery, you know, strict and very regular
and very disciplined.
So the good part is you've gotthe, the cleverest staff member in
the world answering your phonefor 24 hours a day, which of course

(42:53):
you can't do.
I mean, someone rings aboutcar detailing.
Yeah.
For less than a dollar a day.
Yeah, for less than $10 a day.
So it's 290, $297 a month.
So that, that's Month.
Come on.
My bad.
Yeah.
I mean, you try getting ahuman for 24 hours for 10 bucks.
Yeah, yeah, exactly.
Let me, let me ask you this, though.

(43:14):
Can I get it to answer all mywife's phone calls?
I don't have to talk to her.
Get it, deal with my wife whenshe calls me.
Just I think, I think if Icould program it to do that, then
I think I'd probably be usingit myself too.
Yeah, exactly, exactly.
So listen, I want to ask you,because you did mention it earlier,

(43:36):
you did name drop, and I wantto give you a little bit of time.
So, like, how do you get JerrySeinfeld, like, how do you know Jerry
Seinfeld?
Where do you meet JerrySeinfeld to be like, hey, you want
to do a commercial down underfor me?
Or was it like, hey, JerrySeinfeld, do a commercial for me,
I'll give you a free vacation?
Yeah, no, no, I don't think heneeds a free vacation.

(43:56):
Yeah, look, what happened isthat, you know, we did a survey,
but with bank customers andnon bank customers, and said, look,
who would be a spokespersonwho you think would fit this brand?
Again, it needs to be messageto market match.
Okay?
Right.
So therefore we would not belooking for P.
Diddy, for example.
Okay.
We're looking for someone this particular.

(44:17):
Anybody's looking for P.
Diddy to do any kind ofmarketing, right?
I don't think so.
Not at the moment.
Yeah, so we're looking forsomeone who is probably going to
be funny and a bit cheekybecause the brand that we had created
was a cheeky brand.
So our TV commercials andonline presence would say.
I say our.
I mean, I was a consultant tothem as if I was working for them.
The, the brand was, oh, look,why would you give all your, you

(44:40):
know, your details to someonelike the Wells Fargo bank when in
fact they don't treat you likea person, they treat you like a number.
They charge all of these feesand they don't really care who you
are.
Right.
Swap across to the GreaterBuilding Society, where we will treat
you like a person.
We don't have any of thoseridiculous banking fees and guess
what?
We give you a free vacation.
So it's a very good Coke Pepsi comparison.

(45:01):
Right.
And what had happened had beendoing very well for a few years.
And the guys who ran the banksaid to me, my name's John Dwyer,
but I get jd.
They said, okay, JD Smartalec, you've got a few runs on the
board.
We've scooped up all the lowlying Fruit, which is basically working
class people, because that'swhat a building society attracts.
How do we take the brand up alittle bit?
How do we take it up a littlebit to white collar?

(45:22):
And I said, I will leave itwith me.
So anyway, a good buddy ofmine had been doing a similar thing,
lifting the brand Persona fromworking class to middle white collar.
And I said, how did you do it?
He said, we did it overnightby using Billy Connolly, the English
comedian.
And he said, wherever he is inthe world, we just give him, you
know, one and a half million dollars.
We fly in, do the ads,wherever he might be in the world,

(45:44):
and then we fly out again and.
And that's it.
He got an easy one and a half million.
We basically got a year'sworth of ads.
I said, okay.
So therefore we did a researchsurvey and just asked, you know,
who did they think would be agood spokesperson for the building
society?
I was hoping that it might bean Australian TV star, because that
would be easy to get.
Yeah, I would think.
I would think CrocodileDundee, you know.

(46:04):
Yeah, yeah, well, you know, I thought.
Brothers or whatever.
Exactly.
Well, you know, Paul Hogan,the Crocodile Dundee guy.
I mean, he's, he's funny.
So I thought he'd be on.
On the list and he would havebeen a lot easier.
And as it turned out, RobinWilliams, Jim Carrey and Jerry Seinfeld
came out on the top.
And I thought, what have I done?
I've just dug a hole formyself as if you're going to get
those guys to.

(46:24):
Anyways, it turned out I flewover to New York and, and, well,
sorry, Los Angeles, and metwith George Shapiro, which he's been
Jerry's manager for a thousand years.
And I just said to him, look,we just want, you know, Jerry to
take the piss out of otherbanks, basically.
You know, take the mickey outof them and.
And be him.
And that's what got it acrossthe line.
It was not the money.

(46:45):
I mean, as it turned out, he'sgot more money than God, so he didn't
do it for the money.
And I asked him, actually,when he did say yes, and it took
six months, by the way, it wasn't.
I'd make it sound simple.
It was six months worth of mebeing a nuisance.
And when I met him in New Yorkfor the first time to go through
all the scripts and what wewere going to do, I said, mate, you've
got more money than God.
Why would you say yes to this thing?
You know?

(47:05):
And he said, well, two reasons.
I Like the Australian sense of humor.
You're pretty sarcastic and,you know, quirky and, you know, basically
I enjoy that sort of humor.
And he said, the second reasonI said yes is because I thought if
I don't say yes, you'd nevergo away.
So persistent speech,intelligence, sometimes that's what
it takes.
You know, Like, I, I always,I, I'm always afraid to annoy people

(47:30):
or, or, or pastor them or whatever.
But I, what I've learned with,dealing with some people, especially
in, in the, in the detailingindustry, like some of the brands
or the people that run thebrands or whatever, when I'm trying
to either get them to come onthe show or, you know, maybe do something
for the show in the form of,you know, we want to do a giveaway

(47:54):
or, or we want to dosomething, you know, could we get
some stuff?
And, and that's the one thingthat they've all, all told me is
like, look, like I'm, I'msuper busy.
I get a million emails andtext messages a day from everybody
and anybody.
And whatever I'm dealing with,with, you know, getting towels from,
you know, China and Asia orwhatever, I'm dealing with this,
I'm dealing with that.

(48:15):
You just have to, you justhave to, you know, if I don't reply
to you within a couple hours,hit text me again, email me again,
and just keep going and keepgoing and keep going.
So, so yeah, sometimes youhave to do that to, to kind of show
up on the list of priority,because otherwise you do it once
they get 100 emails in a dayand now your email's gone, they'll

(48:36):
never get to you.
And sometimes it just takesthat, like, okay, you know, throw
it in the towel, you know, I'mgonna let you do it.
Well, you know, I mean, look,I, and I'm sure you're the same,
too.
We're both, you know, probablytypical entrepreneurs, and most of
your listeners or viewerswould be the same thing.
You have a roller coaster ridewhen you open up your own business.

(48:57):
It's not a matter of if youwant to get on the merry ground,
go and get a job.
But if you've, if you own yourown business, then it's hills and
valleys.
And throughout all of thattime, you develop, I guess, a never
give up attitude.
And so, you know, I have tosay, my six millennials, I don't
think they've listened to me yet.
I think three of them have gota mortgage and the other three are
still, you know, just having a girlfriend.

(49:19):
We've Got five boys and one girl.
So three of them are marriedwith a mortgage and the others aren't
the ones with the mortgage.
Mortgage.
All of a sudden start tolisten to me because they go, dad,
those ideas that you've got toincrease sales, could you give me
one or two of them?
I know I haven't listened toyou for, for 20 years, but the ones
who don't have a mortgage,they, they don't give a.
What I do for a living.
I don't think so.

(49:40):
And so, you know, pretty muchmy attitude has been just keep persisting
until they say absolutely no.
And that normally will open doors.
Just never, ever, ever, evergive up.
Yeah, no, that's, that's awesome.
That's a great thing.
Well, listen, John, I don'twant to keep you too much longer.

(50:00):
I'm not sure what time it isthere in Australia.
Wait, let me guess.
It's five.
It's 5:00pm here, I must say.
It's like 7:00 there.
Close only an hour 10 to 8.
So, so as I'm going to behaving caffeine, you'll be probably
heading to the refrigeratorfor that beer.
Yeah, yeah, I'm gonna,actually, I think the wife is cooking
dinner, so we're gonna go grabsome dinner.

(50:22):
But listen, I, I, listen, I, Iappreciate you for doing this.
You know, thanks to, to Jenfor setting this up.
You know, I wasn't sure whenshe first reached out and then, and
then like I said in thebeginning, you know, I mean, it's
just right now is kind of atime where not only myself, but some
people that I'm talking to arejust struggling with how to market

(50:45):
their business and how to getit in.
And I thought like, hey, this,this might be a cool thing to do
and maybe somebody will getsome ideas.
Maybe, maybe they'll use theideas of, of, you know, do a giveaway
kind of, you know, deal.
Maybe somebody's gonna belike, hey, you know what?
The, the vacation thing seemslike that's a great deal.

(51:07):
So hopefully they'll reach outto you for that.
But if anybody wants to followup more with you, if anybody wants
to learn a little bit moreabout you, where's the best place
for them to go?
I mean, Facebook, Instagram,LinkedIn, whatever you have.
And then I will, in the shownotes, I will put the, the vacation

(51:30):
website, I will put your, the institute.
I'm saying it wrong again, right?
It's the wow.
The Institute of wow dot com.
The Institute of Wow.
Okay, I'll put that in thereand everything like that.
But, but you know, for peoplethat are listening right now, if
they want to pause for asecond and pull out their phone and
look you up, you know, how dothey find you?

(51:52):
Where do they go?
Yep, sure.
Well, look, in terms of thevacation promotion, which out of
all of the things that I havementioned in this interview, if they
really want to turn the dialquickly, then that would be in my
view.
I know it sounds self servingbecause I make money out of the vouchers,
but you know, I could easilypoint you in another direction where

(52:14):
I make money as well.
There's no doubt it is the.
Yeah, it is the Michael Jordanof all of our package promotions.
What I decided to do someyears ago because I came from the
corporate world where I wasdoing this stuff for McDonald's and
KFC and you know, 711 andplaces like that, they would pay
me money.

(52:34):
And the greater buildingsociety, for example, they would,
would pay me money for advicebecause they had an advertising team
to actually implement my advice.
What I found with smallerbusinesses, they don't have a team
to implement.
And so giving them advice wassilly because they'd say, oh, J.D.
that's a great piece of adviceand we'll get to that.
But of course, guess what?
They got caught in their business.

(52:54):
They never got to it.
So what we did years ago is weswapped everything to packaged promotions.
So for example, if you wantedto attract people with a million
dollar prize, we can get amillion dollars out of the insurance
company for $23,000.
Okay?
And so therefore all of thoseTV shows you see, you know, who Wants
to Be a Millionaire or Deal orno Deal, the TV network doesn't give

(53:15):
that money away.
That's what we call an insured prize.
And that prize is given awayby an insurance company and you pay
the insurance company apremium based on the difficulty of
the questions.
Okay, so what we did is wejust packaged all those things together
and what we do is provide tobusinesses now are done for you package.
And the vacation one isprobably the absolute number one

(53:36):
in terms of, you know, working.
And if anyone's interested inthat, just give me an email.
Just flick me an email.
John at the institute ofwow.com and yeah, so if you shoot
an email to me at John at theinstitute of whale.com, i'll make
sure that you're not paying$97 a voucher.
You pay $32 a voucher.
And just to, to put that inperspective, you're mentioning a

(53:58):
little while ago, would youuse that just for the $2,000, you
know, car detailing.
Yeah.
What I would suggest you do isthat just like McDonald's, if you
buy one Happy Meal, you getone toy.
You buy four Happy Meals, youget four toys.
And there's a logic to that.
Okay, so what I, thesupermarket chains down here, down
under have copied McDonald's.

(54:19):
They've said here inAustralia, for every $30 you spend,
you get a list Lego toy orwhatever it may be.
So that means if you spend$60, you get two Lego toys.
What I would strongly suggestto any car detailer, whether it's
the vacations or any othergiveaway, and that is you link it
to a spend requirement.
So you would say, listen, forevery thousand dollars you spend
with me on car detailing, Iwill give you a free vacation to

(54:41):
Vegas, New York, San Diego,wherever it might be.
So that means if they weregoing to spend $1,800, guess what?
They'll now spend $2,000because they'll get a second voucher.
Right, gotcha.
So don't, don't tie it to justa high end two or three thousand
dollar car detailing becauseall the people underneath that, you've
essentially ignored them andyeah, they're going to put their

(55:04):
hand up and you know,basically say what about me?
What about me?
So what I would suggest you dois that you would actually say, look,
for every X dollars you spend,I will give you the Happy Meal toy.
Which means if you spend twicethose X dollars, you get 2 ounces.
Yeah, no, that's not bad.
I hope none of my clientslisten to this because some of them
do two cars at a time or threecars at a time.

(55:28):
Yeah, no, no, no, that's,that's a good idea though to, to
kind of do it as a, you'realmost on a point.
You know, you get so manypoints you get a voucher, you know,
or spend so many.
So spend so many dollars youto voucher verses buy this product
and get.
Because then that, yeah, thatmight, you know, they might come

(55:49):
in for an 800 service and ifyou got it at a thousand, you might
be able to add on an extra 200bucks just to get them there, to
get them, you know, they'llpay the extra hundred.
I mean a lot of people, theway I look at it is this is that
if I said to you give me $32and I'll give you more clients than
you could ever purchase pokerstick out, then you would gladly.

(56:10):
You could be 32.
32, 32, 32.
That this is this is a slot machine.
Yeah.
For $32 you've got the hottestHappy Meal toy in the country.
And so therefore, don't begreedy if you're getting it for 30.
I mean, what I normally say ifI'm speaking at a conference on stage,
I say who in the.
It doesn't matter what theconference is, whether it's restaurants
or car dealer detailers.
I'll just say to them, whothinks a 10 discount is going to

(56:33):
move the dial up?
Okay.
And nobody puts their hand upbecause, no, everyone knows that
with Groupon being 50 off,nobody's ever going to really react
to 10.
I said, how about if I giveyou something that's worth just 10%,
but it's worth a thousand dollars?
So it's, it'll cost you just10% of your sale price, but it's
worth a thousand dollars.
Who thinks that might work?
And of course, everyone putstheir hand up.
So say, for example, if youget the voucher for $32 and you're

(56:57):
selling something for $320,all you're doing is a 10 discount,
but you're turning a 10discount into Rocket Fleet because
no one's going to come and buyyour product.
32 or 320.
But they will come and buyyour product.
Most likely if you're givingthem something when they spend $320,
that's worth a thousand dollars.
Gotcha.
Yeah, no, no, for sure, for sure.

(57:19):
Listen, that's.
It's a lot, it's a lot to digest.
I mean, I'm, I'm, I've kind ofgot some ideas on how I want to maybe
implement this.
I, I do want to talk to you alittle bit more about the, the vacation
thing because I think thatthat might be something that, that

(57:39):
maybe we, we can do or offer.
So.
Yeah, man, I mean, you listen,you're giving me a lot of different,
other than AdWords, Facebook,Instagram, ideas to kind of think
and to think about.
And realistically I feel likethey're tried and true.
I mean, they're the thingsthat go back to, you know, the beginning

(58:00):
of advertising or thebeginning, it goes back.
To the green stamps.
I mean, you know, probably asa child, you might remember your
mum and dad.
Oh yeah, yeah.
It's just basically a digitalversion of what used to work on paper.
I mean, used to go into asupermarket and for every $10 you
got a stamp and you lick thestamp and put it onto a saver sheet.
Well, that's are gone.

(58:21):
But yeah.
I remember one thing that.
Might be interesting before wedo close up, and that is that we
have a client here inAustralia who's a hardware business
and he's got a reasonablehardware shop.
It's probably, I guess, youknow, a quarter of a football field
in terms of the size of it.
So it's not just a littlecorner hardware store, but it is

(58:42):
small compared to the Costcostyle, you know, hardware officer.
And he's across the road fromone called Bunnings.
Now that won't mean anythingto anyone in America, but Bunnings
in Australia is the hardware Costco.
Okay, so it's like Costco,it's the size of a suburb, right?
He's got this thing sittingopposite him and he's got his smaller
hardware store literallyacross the road.

(59:03):
And he didn't plan it that way.
He actually set up hishardware store and then three or
four years later, thisgigantic 40 ton gorilla set up across
the road from him, right?
So guess what?
He's using the free vacationas a tool to stay alive.
And he's one of our number onecustomers because he, there's a method
to the madness of the $32.
I know that if I provide it tosomeone for $32, if it happens to

(59:26):
be on a podcast or webinar,then if they follow our instructions
and do it properly, there's agood chance they'll be back in six
months time for more.
So the whole idea is to, youknow, and they'll get the same deal.
It doesn't go back up to 97,they get the same deal.
He's one of those.
And so therefore he said tome, he said, I've never seen anything
like it.
He said, they give it away,you get a free vacation for every
thousand dollars you spend inhis hardware store.

(59:48):
He said he knows the managerof the hardware of the Costco store
across the road.
And the manager said to him,we would have six months worth of
committee meetings trying towork out how to beat you.
Had you gone down the pricediscounting path, we would beat you
in five minutes.
So it's a chance to beat the40 ton gorillas because they just
cannot possibly make adecision within six months.

(01:00:09):
You'll be up and runningwithin 24 hours.
Gotcha.
Yeah, no, no, that's, that's,that's right.
Yeah.
And, and again, I mean the, inthe, in the, the cost cutting or
the price cutting, you know,they would win because they're buying
in so much bulk that they'regetting in such a crazy good deal
anyways.
That, that, yeah, they coulddefinitely undercut.

(01:00:31):
Yeah.
This guy told me he was up 450within two months.
I said, you've got, I thoughthe was BSing.
I said, no, no, no, look, youknow, I think I'm okay at this stuff,
but I'm not David Copperfield.
You cannot possibly up 450.
And he's a, he's a bit of a larrikin.
And so therefore I thought hewas stretching it.
But no, he, he absolutely gaveme a wonderful video testimonial

(01:00:52):
because I said to him, well,if that's the truth, I want to get
you on zoom straight awaywhilst he was still high.
And he said, yeah, 450 withintwo months.
He said, basically what washappening is that people were coming
into the hardware store andspending 710 or 720, and then when
they saw the signage and theoffer, spend $1,000, you get a vacation.
Straight away, they look forsomething else that was $250.

(01:01:17):
Wow, that's, that's awesome.
Yeah, no, listen, like I, likeI said, I, I am, I am so glad to
have you on.
It's, it's given me somedifferent thought processes to try
and figure out my marketing woes.
I think it definitely provesthat, you know, sometimes maybe going
back to tried and true, youknow, it, it worked for so many years

(01:01:41):
and, and a lot of the digitalis probably, you know, using that
guideline, but we've justbecome so digital, you know, and,
and in our social media,advertising and marketing and stuff
like that that we kind offorget, you know, what works.
And a lot of times the thing.
Is, is that, you know,everyone now realizes that probably

(01:02:03):
80, if not more of theirbudget is going to spend, going to
be spent on digital marketing.
The platform doesn't really matter.
I mean, it does a bit silly tosay that.
Can't blanch.
I mean, obviously it mattersbecause if you're after middle management,
then LinkedIn is probablygoing to be for you.
You know, if you're aftersmall to medium sized businesses,
maybe Facebook might be fit.
If you're after consumers andobviously Instagram and Facebook

(01:02:26):
and that's who your accountdetailers are after, of course.
So it's really, really simpleto say, okay, Facebook, you pour
the lookalike audience in,it'll spit out the audience for you.
But the thing is, theplatform's one thing really.
If you don't have the idea inthe first place, if you don't have
the offer in the first place,it doesn't matter how many times
you put that on TV orFacebook, it's not going to work.

(01:02:48):
And so I keep on saying topeople, look, just, just don't spend
so much time on choosing the platform.
That's easy.
That's a five minute job.
Choose your time on coming upwith the creative, the actual offer.
Because whether you put it onTV or letterbox, browser or it's
on Facebook, it's the offerthat makes the difference.
Right, right, exactly.

(01:03:08):
Yeah.
No, listen, John, appreciateit, man.
I.
I've had a blast.
I look forward to maybetalking to you again.
Maybe I try to implement a fewof these and maybe we can do a where,
where am I now?
You know, kind of deal withyou and down the lines and everything.

(01:03:30):
So, yeah, I.
Listen, you've really given mea lot to think about, so I really
appreciate this.
Thank you for your time andenjoy your.
It's Wednesday there.
Enjoy your Wednesday.
Yes or no?
Tuesday.
Yes, Tuesday.
I'm sorry, I'm thinking.
I'm.
I'm already thinking.
Which means if you're bettingon the horses, just let me know,

(01:03:51):
I'll tell you which horse won.
Yeah, yeah, exactly.
I mean, listen, that's what Ialways ask my Australian detailer
friends, you know, like, hey,what are the lottery numbers?
And they never tell me.
I mean, they're.
What can I say?
Or cons, as you guys love to say.
And I love saying that wordbecause I can when I'm talking.

(01:04:12):
Oh, yes.
Can't really say that a lothere, but with my Australian friends,
I don't.
Think it's everydayvernacular, but when they're excited.
Yeah, yeah.
Oh, no, not absolutely.
Yeah, yeah.
But it's fun.
It's fun every now and then, so.

(01:04:33):
All right, John, you have agreat day.
It was great talking to you again.
Appreciate it.
It.
Thanks, buddy.
Hey.