686: Get Measurable Results from Direct Response Marketing and Combine with Branding with JD Dwyer

Return guest JD Dwyer from TheInstituteOfWow.com is back to tell you how to differentiate, target your ideal audience, and avoid the race to the bottom! He's here with several fun stories, including how he helped a lawn company sell out their entire inventory by including a "Happy Meal" offer.

1. Identify your most profitable target audience: demographic profile, avatar, age -- then look for more people who look more like them
2. Create WOW factor to take their eyes off the price -- buy wheelbarrow, we'll add a free shovel -- artificial wow factor, think outside the square -- value-add that takes that customer's eyes off the price
3. Fix your website: create a sales machine and not an information portal. Clean up your home page. You need a problem/solution headline. Explainer video. Have a menu of all the services you offer. List the three big benefits of someone using you. Video testimonials.
4. Use the problem-solution (before-and-after) formula: solve a real problem
5. Collect customer data!

Quotes

“You can use direct response marketing tactics, which are all about getting measurable responses, and combine them with branding at the same time. They shouldn't be mutually exclusive.” - JD Dwyer

“The last person you want to go to for building a website is a website developer. Do they know anything about marketing? They might give you a pretty website, but will it sell?” - JD Dwyer

“You can walk into just about any restaurant or retail store in the US today, and they will not collect your data. They're just letting money slip through their fingers. If you collect data, you can market to them thereafter.” - JD Dwyer

Takeaways

01:27 Identifying the most profitable target audience and finding more people like them is crucial for effective marketing.

02:19 Adding a unique "wow factor" to offers can help small businesses differentiate themselves from larger competitors.

05:33 Using the problem-solution formula in marketing can effectively demonstrate how a product or service solves a customer's problem.

14:55 Optimizing a business website to be a sales machine, rather than just an information portal, is essential for driving conversions.

17:38 Implementing a reward program can encourage repeat business and build customer loyalty.

Resources

• 245: Wow Factor Marketing: Stop Spraying Bullets and Use Direct Response Techniques to Adapt and Thrive with John Dwyer (previous appearance)
• The Institute Of WOW: MARKETING IDEAS WITH “WOW” FOR ANY BUSINESSES
• THE AVALANCHE LEADS FORMULA! How To Attract A Stampede Of New Leads ONLINE & OFFLINE!: John Dwyer's Customer Attraction Marketing Breakthrough
• JD Private Consult: An extraordinarily valuable opportunity to work “one-on-one” with one of the best marketing minds on the planet.

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Filed in: Archive 3: 2018-2020 • Interview • Podcast