Overview:

The podcast discusses different marketing strategies for getting free publicity, including being provocative or providing artificial "wow factors". It also describes a program where businesses can purchase travel vouchers for clients for $29.50 each that the clients can redeem for holidays worth up to $1000. Testimonials are shared about how providing free holidays significantly increased some businesses' sales. John explains how he has partnered with hotels to fill empty rooms by providing guests for free who may then spend money at the hotel. An interesting point is that celebrities can be enlisted as endorsers for much less than their usual fees if offered as a one-time short engagement.

Takeaways:

• John Dwyer discusses how he got large audiences and ratings for TV promotions in Australia, including outperforming sports viewing figures.
• He talks about marketing someone's home by identifying unique features and marketing directly to interested audiences to potentially save thousands.
• John describes getting Ray Martin to promote selling his home when he was unhappy with his local real estate agent.
• He discusses different ways to get free publicity, either by being unique or provocative.
• John talks about a successful campaign he ran for Greater Building Society offering a free holiday for switching home loans.
• The podcast discusses a holiday voucher program where businesses can purchase vouchers for $29.50 each to give clients and how it has led to increased sales.
• Testimonials are presented about businesses seeing 450% increases in sales from offering free holiday vouchers to customers.
• Ways small businesses can leverage the voucher program by offering holidays for spending thresholds are provided as examples.
• Logistics around the voucher program like validity periods of 18 months are covered.
• International locations for the vouchers in places like the UK, Europe and Americas are mentioned.

Automatically-Generated Transcription:

So we've, um, we, we've, the, the, the second session isn't about marketing, it's more about comedy.

And, and, and Ken Woody left John, he, he just sent me a message saying, I know John's gonna be crap.

So I'm, I'm off.

Woody Should know that.

I've got no feeling, so I can't hurt.

That's alright.

That's so we've got, and, and thanks so much Russ.

All the feedback I heard in the groups was just, that was, I think that was one of our, one of our best, best presentations.

So yeah, thanks for all the effort you put into that.

That was, that was great.

And no, no pressure jd you know, I, I'm just grateful you didn't put me on after John.

More boring.

No, you did well, Russ.

I thought it was fantastic.

Right.

Well done.

So we've got Australia's number one marketing ca comedian Mr.

John Dwyer, and he's gonna be sharing how to get free publicity, uh, on a large scale both online and offline, including how he sold his New South Wales Acreage home some years back through Channel Nine's current affair, doing a real estate story on it, how he achieved 812,000 leads for a women's magazine data collection campaign in just five days.

How one of his avalanche promotions for the nine TV networks still holds the record for audience ratings in Australia, eclipsing the footy state of origin viewing figures and how he got Seinfeld to endorse the Greater Building Society if one of their most successful campaigns in history.

JD, over over to you.

Thank you very much.

I appreciate that intro.

Scotty, guys, on your screen at the moment is the name of our business, the Institute of Wow, although many refer to it as the Institute of wan, but, uh, we'll leave it at wow for the moment.

What I'm gonna do is show you those things that Scotty just mentioned up front.

And then at the end of that, which will only be about five minutes in, I highlight to you guys an epiphany and why I wouldn't do certain things the same way again and how I would do them these days.

So why don't we kick off and I'll play a little, I think this goes for 90 seconds and it's when I got Ray Martin to sell my home because I was p****d off with the local real estate agent in a little country town called Gloucester.

We had a 14 acre property and I wanted to get a million dollars for it.

This was 19 years ago before we moved to the Gold Coast.

And as it turned out, the local real estate agent in town reckoned he could get 600.

He couldn't get any further.

So I put out a press release and, uh, said that real estate agents, basically, a lot of them were driving a bus last week.

They don't have the marketing skills that they say they would, and therefore sometimes it might come down to selling a house yourself.

It turned out Ray Martin picked up on the, on the press release, flew a helicopter up to our place, did a four minute article on us selling our house, and we sold it for 1.2 the next day.

It just goes to show you, when you get national publicity to sell your home, you can get a few more dollars.

I'll play the tape.

It's right around the country.

They're reaping a bonanza in commissions up to $10,000 on the average house.

I'm told that's your money in their pocket.

So why not keep all that money yourself?

Here's David Eccleston Can't Get a second chance at a first impression with real estate.

You got One chance, mate.

You gotta Grab them, you Gotta grab them and keep them.

John Dwyer has made millions in advertising his home in Gloucester is the undeniable symbol of his success.

Now it's up for sale.

So Not every home composed to a golf course, I guess not.

And it's my kind of courses short, Absolutely Half three.

You'd think with a property like this, no agent would have a problem attracting bidders, but no agent will have any role in selling John's place.

He's selling it himself.

Oh, how's that?

He believes too often agents do too little and get too much of your money.

So now Johnny's using the same principles that brought him success in the advertising world and applying them to real estate.

It's just a matter of looking inside your home and outside your home and identifying the features that you think are reasonably unique to your home, and then marketing those to the, uh, audience that you think might be interested in your property.

His first step was to take out an ad, a rather large ad.

Most of us couldn't afford a spread like this, but John says the principles remain the same no matter how big your home is or small, your budget, the smarter way to sell is to do it yourself.

You could certainly save thousands if not tens of thousands.

A lot of people would think that they need the help of a real estate agent, but in fact they can go alone.

They can do it themselves if they follow some simple rules.

Okey dokie.

So therefore, that went on for another couple of minutes, but, uh, what stimulated that was this particular press release that, uh, got picked up by the, uh, Sunday, Sunday newspaper in Sydney.

And, uh, as it turned out, um, that particular article there, um, was about me selling the home myself because I was a little skeptical about the value of that real estate agents were bringing to the table.

And the reason I bring this up, guys, is because it's got nothing at all to do with anything because you're not gonna sell your house on current affair.

But by the same token of what I wanted to highlight to people, if you're looking for free publicity, whether it's online or offline, there's only two ways to get it.

Either one, uh, event something and most of us don't.

Or number two, be provocative, which I happen to have a gold medal in.

So therefore, if you're provocative, then a journo will pick up your story.

And my provocation was that real estate agents really didn't know what they were doing a lot of the time, but therefore, of course, current affair picked that up and they flew the helicopter up and we got an extra $600,000 for our property.

I don't know what it would be worth these days.

I just saw it recently was being resold.

I suggest they'd probably make more money outta it these days.

Anyway, so therefore, what I thought I'd also do over the years, my business was all about providing, I guess what we'd call avalanche leads to businesses.

Channel nine was one client.

Um, but they said to us, listen, I've been beaten up by Channel seven News, and what we'd like to do is see if you can come up with some idea of getting people swapped back to Channel nine again.

And it was off the back of the Olympics.

Channel seven had stolen a lot of the news ratings from Channel nine.

And you can see this is some years ago because we're talking about Brian Anderson being the news reader, but nonetheless, it's still relevant.

And so what we did is that we lit a box drop to the east coast of Australia with a scratch bingo card called the Big News Game, okay?

And what happened is that when you actually got this Bingo card, you had to watch Channel nine news because in one of the ad breaks, there would be a call routine.

That call routine wouldn't be a bingo number because that would be too cold.

It was like 60 minutes or it was current affair, if it was a Saturday, whatever it might be.

And that came up on the screen, you scratched out your scratch card and you reveal a symbol.

And if you got certain symbols, then you won cars and boats and houses and all sorts of stuff.

It went unbelievably huge, absolutely huge.

Channel nine got all of their news ratings back plus more.

And I think the next slide actually shows you Packer at the time.

Obviously, you know, Kerry's passed away these days, but the time he was well alive, it went from a dramatic loss of audience to ratings records.

We're talking about the nine news went from 21 up to 41 rating points.

Now that beats the state of origin, like we've got the straight of origin tonight, and uh, we're talking about artificially being able to lift someone's ratings to that level.

And the reason I say artificially is because we're all in this game whereby we want everyone to love us because at the end of the day, we're the best at what we do.

But, uh, that's not always easy.

And so therefore what we tend to specialize in is providing what we call artificial wow factors.

And this was an artificial wow factor.

The nine news didn't change at all.

It was exactly the same percenter, it was all exactly the same time.

But what we did is we got massive traffic to come to the Channel nine news because on the ad break they would get the call routine for their scratch card.

What happened after that is we got contacted by pretty much every newspaper, every magazine in the country saying, can you do the same thing for us?

And this happened to be another Scratch Bingo game.

I ended up doing all the news limit of Scratch Bingos for quite a number of years, by the way.

But this happened to be the Woman's Day magazine.

So what we did there is that we basically put a scratch ticket together, we had that drop out of the magazine, and guess what?

They had to ring up a oh oh five number to actually get the bingo numbers.

And we got 812,000 phone calls in just the first week.

And the good thing about that, I was making 14 cents out of every phone call Evil Doctor Evil.

Of course you were.

Yeah.

Yeah.

So funny.

So, uh, and you know what, the thing that really p****s me off, Scotty, is that we just, yeah, I'd wake up on a Saturday morning and say to Gail, oh, it's nine o'clock, we would've made 20 grands for the phone calls overnight.

So therefore, yeah, basically people had to ring oh oh five five to get their phone to get their call routine.

And uh, that was the way we made our money.

I thought it was a retirement package.

This was some years ago, so I was much younger and I thought this would would be good.

I'll be able to retire young, but guess what?

The, uh, state laies department who gives the permit numbers for these decided that we were affecting their state laies.

So they, uh, brought in a rule that you couldn't get a permit number to play bingo over the phone.

So yeah, unfortunately, I that retirement package up set on the reserve bench.

Anyway, so what I thought I'd do though is after showing off about all these wonderful big numbers is actually highlight to you, but guess what?

I would never, ever run a contest again.

Okay?

So therefore, I don't think there'd be anyone in Australia that would run as would would've run as many sweepstakes and scratch games and all sorts of things.

And we did them for seven 11.

We did them for Blockbuster video and Video Easy.

We did them for Westfield Shopping Town, all the newspapers and magazines.

We, we were doing, like, we're talking like 15 to 20 years ago, we were probably doing three and a half, $4 million turnover just in scratch games.

And we were doing the margins that we had and were pretty good because there weren't too many players in town.

So we could charge what we wanted to.

But the epiphany that I've had since then is that you ask yourself, have you ever entered a contest?

And Scottie let me ask you, have you entered a contest lately in the last five years?

No, I was just gonna ask too, jd, there's a color thing up the top, right?

I don't know if it's in the background or something, and somehow it's coming onto the present preso.

Oh, okay.

Uh, Mitch is running the preso for me, so therefore he might be able to fix that.

Oh, lemme have a look just like black, blue, brown.

It's not a biggie that it's, but yeah, I just thought I'd mention it.

Yeah, Okay, Keep going.

But yeah, no, I'm not big for entering contests.

No, the reason I bring that up is because I don't think I've added a contest and I'd be immune to them because of what we've done in my history, but nonetheless, not many of us had a contests.

And so therefore, really at the end of the day, I believe that you should swap from you by you might win to you by you get, okay?

And that's the reason I'm heading down the path that I'm gonna show you in just a moment.

And that is called incentive based marketing.

My view is that if McDonald's said to you, okay, out of every half a dozen Happy Meals, there'll be a toy in one of them, then you wouldn't buy the Happy Meal.

Okay?

However, the next slide will show exactly what McDonald's do.

They have a toy in the Happy Meal, and that's what's in called incentive, uh, based marketing.

And of course, the guys that are pretty close to them have been doing it for quite some time now, Kellogg's, and, uh, they've been doing it for about 50 years, the same as McDonald's.

Uh, again, if they said, look, one in every 10 boxes would have a toy in it, then of course it wouldn't work.

So the whole idea is that as far as I'm concerned, if you wanna stimulate, you know, habits, then it should be you buy, you get, okay, it should not be you buy, you might men.

In terms of Woolworths, I used to be in the national marketing role back at Woolworths, and so therefore we stole a lot of stuff outta uh, London with Tesco.

One of the things used to be the stamp collection promotions for cookware and Glass Square and all that sort of stuff.

In this instance, Woolworths these days is every $30 that you spend at Woolworths, you get a toy, which means that if you were gonna spend $50, like my wife tells me from time to time, she'll spend 60 to get two toys.

Okay?

Now our children are all grown up now, but we've got grandchildren.

So therefore she gets sucked in even though her husband dreams all the s**t up.

The point is that it's all about you buy, you get not, you buy, you might win.

Coles have been doing the same thing lately, okay?

And Woolworths, of course have been doing petrol discounts with Coles for about 30 years.

And it's not, you buy something all worse than Kohl's and you might have a petrol discount you buy and you'll get a petrol discount.

If you said to me what was the most successful incentive of all time that I've been involved with personally, a question one stands out from the crowd.

And that is the Greater Building Society.

And for those who know me better, Timmy Hyde and others, they're sick of hearing this.

I know, and I'm sick of telling the story, but nonetheless, I'll show off.

Um, uh, I had this client for a dozen years and, uh, they're the 250th biggest business in Australia.

So they're no slouches, but they're certainly not the Commonwealth Bank or West Bank.

Uh, and so therefore they're what I would call a challenger brand when it comes to home loans.

And so we put a campaign on for them called Get a Home Loan, get a free Holiday.

They were the only bank in the world that for 11 years never advertised an interest rate.

Not once did they ever advertise an interest rate in 11 years.

Imagine any business getting away with that.

And the reason was because we took their eyes off the price, we just said, simply said, swap your home loan from those nasty banks that treat you like a number.

Come across the Greater Building society, heavenly music, and you get a free holiday.

It went absolutely ballistic.

And then about four or five years into the 11 year promotion, I won't bore you with the details, but I got Jerry Seinfeld to do their ads, and you'll see there Jerry's asking me for jokes because he knows how funny I am.

And so therefore, I, I gave him quite a few of my dad jokes he's probably using in Vegas right now.

Uh, and this was one of the, uh, TV ads that we produced.

I'd like to talk to you about a home loan, not for me, for you.

I have a home.

Well Get a getaways home loan from the Greater, it could be the most fun financial decision you'll ever make.

Just ask a greater customer.

When We shopped around for a home loan, we found the Greater had one of the lowest interest rates And a free holiday with over 200 choices and there were no catches.

Get a getaways home loan and go on a free holiday or loan us some money and we'll go on a holiday.

Either way, someone's getting outta here.

Now, people do ask me, Scotty, how did you get Seinfeld?

You know what?

It's as simple as he'd never been asked from anyone, uh, in Australia before.

I asked him why did he say yes?

He said two reasons.

Number one, I'd never been asked from anyone in Australia to do something like this.

And I love Australia sense of humor.

And he said, the other reason I said yes to it is 'cause I've never thought you'd bloody go away because I just hounded him and hound or hounded his people, I should say.

So it just goes to show persistence beats intelligence.

Okay?

But a nice guy.

And we did that for three years.

I went backwards and forth to New York.

We obviously built the Greater Building Society in an empty shop, not far away from where he lived.

So it was nice and easy for him because if he has to travel more than 50 miles, you've gotta give him a lead jet.

And my lead jet was in for service at the time, so therefore I couldn't give that to him.

And so we flew over to America backwards and forwards and we just yeah, built a greater Building Society in Empty shop and he did all the TV commercials for us outside of that.

Um, okay, so let me ask everyone on the call.

I know that we are all pretty much B two B, okay?

And this is leading to somewhere that makes sense to a B two B business.

So don't worry about the fact that I'm concentrating on B2C at the moment.

Your clients, whether it be even in Russ's instance or Tim Hyde's instance, or John North's instance, at the end of the day, do your clients have a Happy Meal toy?

Do they have an incentive?

Chances are that they don't.

Chances are that most of your clients are like most of the clients that I've had over the years, and that is they just price discount.

They've either got a good or reasonable or bad product, but none.

Nonetheless, they distinguish themselves from their competitors because of a price discount.

And of course we know that that's evil.

And what they should be doing is trying to take everyone's eyes off the price.

So if your clients don't have a Happy Meal toy, then you might like to give them a okay?

And that's what I'm gonna show you here.

I'm just waiting for the next slide to come up, okay?

A free holiday.

Now, how this works is that we have been given the license from a company over in America, which Greg Casa kindly introduced us to a couple of years back, and they can provide an Australian or overseas holiday worth up to a thousand dollars, whereby we give that to a business.

I'm just waiting for the slide to catch up to me.

Okey dokie.

And yeah, so therefore, as Aussie overseas holiday value up to a thousand dollars and we give that to them for $97 or less.

Okay?

And what I thought I'd do is I'd throw to Mitch, because Mitch, you're better at this than I am in terms of just going through the destinations that people have when they actually get involved in the holiday destination program.

Yeah, sure.

All the major Aussie destinations there, your Gold Coast, your Brisbane's bu cans, your Sydneys, your Melbournes, Adelaide's, Perth, Darwin, and then in New Zealand, the seventh locations as well.

So again, all your majors, Auckland, Wellington, Christchurch Bay Planning, Dunedin, and then overseas you've got Bali, Thailand, and Fiji.

And you'll see those locations are longest stays.

So they're seven nights in both the Bali and Thailand locations, and four nights in Fiji.

The Aussie locations and the New Zealand New Zealand locations are three nights.

Okey dokie.

Thanks Mitch.

And look, I'll just cover this slide because it's, it's really simple.

Yeah, I know.

If you guys have heard me wrap it on about this before, you probably heard the rationale, but if you haven't, the reason that we're able to get access to these unsold hotel rooms is because, uh, for 40 weeks of the year, most Fourstar, TripAdvisor hotels, and that's what these are, they're all Fourstar, TripAdvisor rated hotels.

So they're not Mount Drew Caravan Park normally for around about, yeah, 40 weeks of the year.

That is the period outside the school vacations.

These hotels are running about 30% vacancy as you can see with that play graph.

And so therefore they realize that there's nothing more perishable than tonight's hotel room.

You can't sell it tomorrow.

So they may as well give up the room, uh, and the tariffs that they normally get in the hope that the freebie guests who stay there would probably spend money on cafes and restaurants and room service and cocktails by the pool and massages, okay?

So they realize that rather than let tonight's room just go empty and get nothing, they may as well fill it with a free guest and hope there's no guarantee, there's no condition that they have to eat at the hotel, but hope that those people who are staying there for free would spend money on food and beverage at the hotel.

So it's as simple as that.

That's how it works.

No timeshare presentations, there's none of that rubbish.

And when they spoke to me a couple of years ago before Covid, I said to them, look, if it's timeshare, I'm not interested in representing you.

And they said, no, it's got nothing at all to do with timeshare.

It's just everything to do with the fact that these hotels are happy to fill unsold rooms with non-paying guests who they hope will spend money on food and beverage.

So it's as simple as that.

Okey dokie.

That's what it looks like.

Uh, it's an a four brochure, a four, uh, certificate or voucher call.

Would you like that you hand, uh, to your clients might, I'm gonna show you how you get involved in this in a minute, by the way, that the, the business owner would hand hand to a, a consumer and that consumer has a special, a unique code on that voucher.

And that's how they do the booking.

They go through a booking purchase, which is very similar to Expedia.

Okay?

What we do, I'll hand up to you Mitch, because you're the Facebook guy, but when we do actually provide this to a business, we provide them with over image.

Yeah.

So we put together a marketing campaign for them.

So that's a Facebook and Instagram campaign.

We write all the copy, do all the artwork, put together landing pages, messenger bots, depending on what they, what type of campaign they're running, and run that for the first month for them for free.

The reason we do that is because we want to have some control of how they use the vouchers because we want them to come and buy more simple as that.

So we get them on the front foot, make sure they're doing it correctly, and if they do it correctly, nine times outta 10, yeah, they come back and purchase again.

Yep.

And look where we're heading on this, we've got two little testimonials to play and then I'll explain to you guys how you might like to be involved in it.

Because what we've found is the best way to sell this is by webinars, okay?

And John North and Tim Hyde with me in a little breakout room and mo ago.

And we were just saying that no one sells us like us.

And we were taking our hat off to Russ because he's done a great job to have external salespeople sell their coaching program because, uh, I've never been really successful at that, to be honest with you.

They have to hear from me.

So what we've done is we've put together a, uh, webinar, um, concept whereby we drive traffic to webinars, uh, by, uh, doing joint ventures with people like you guys, and then we share revenue with you.

So we'll talk about that in just a moment.

But here's a cup just so you feel comfortable that this thing is not a scam, that it's real.

Uh, we thought we'd just show you two 32nd clips from a couple of clients.

This is the first one.

We appreciate what you've done.

Your program's great, we love it.

We've got an absolutely amazing pickup in business this year.

Our outdoor program is tracking 450% upwards, and that's an increase of 450% on last year.

And that's in covid times in very tough times for a lot of people down here in Victoria.

Our overall business in that time is tracking upwards.

It's an increase of 100%.

So I thank you very much for the contribution that the holiday program has done for that.

Now that guy actually owns a home hardware store next to a Bunnings, doesn't he?

Mitch?

So, so yeah, he's up against a 40 ton gorilla and he's smashing it because he says for every $500 that someone spends in his home hardware store, they get a free holiday.

So if they spend a thousand dollars, they get two holidays.

If they spend $1,500, they get three holidays.

You can imagine with a Happy Meal toy like that, it's pretty easy for him to beat Bunnings.

Uh, whereas if he was to price discount, Bunnings could match him within a heartbeat.

But because he's doing this, they can't, they'd have to have 64 committee meetings to work out a way that they could, you know, combat him.

This next guy very quickly is a, a guy called, the business is called the 99 people.

He goes in and basically clears air conditioning events for, um, homeowners and charges $99.

He normally upsells to $150 by doing some other handyman jobs around the house.

As it turned out, he said to me, listen, how will I run this?

I said, why don't you get them to spend $300 and you give 'em a free holiday?

He goes, what?

From 150?

I think I can get them up to 200, but not, so I said, give it a shot.

92% of people say yes when his tradies are in there.

And you know, basically they're a handyman business.

So they say, listen, I've just cleaned your air conditioning, but if you spend $300 with me doing pest control or cleaning your guttering or some other handyman jobs, then I'll give you a free holiday.

92% of people, uh, do it.

So therefore he told us it's taken his turnover.

He is up to the fifth month already and he said if it continues over the 12 months, he's turnover will go from 4.5 to 9 million.

So we've doubled his turnover because of a free holiday.

And this is what he's gotta say In leads.

Yeah, we've gone from 2 63 leads average in a week up to 539.

Uh, we have seven vehicles on the road that service the things.

We've got another three starting in the next two weeks to take up the demand.

We've had to put a new phone system in because the telephones were just ringing off the hook.

We have to put another eight lines coming in.

And that's really people ringing up asking about the holidays.

It was not, we didn't have that before when we were just advertising product, Okay?

Right now the regular price, uh, that we charge, it's called scapes scapes.com au.

We charge $97 a holiday with a minimum quality of 50.

So therefore people, normally people as in business owners give us $4,850.

However, what we wanted to do today is just to invite you guys, 'cause you're in the same position as us, us, you're a coaching company, most of you, um, and some of you may, may not be, but most of you're in the coaching, uh, consultancy advisory business.

Um, and uh, we'd like to invite you to be a revenue share partner.

Um, and that is that, uh, you just simply send out, um, emails to your list to actually come to a webinar and we do the rest.

Okay?

You're just sharing the revenue.

But what happens is that at that webinar, we provide a special deal, which of course, no surprise to you, every webinar does that, but instead of $97 per holiday by 50, we actually give them the holidays for $29 58.

So therefore they get a hundred holidays for $2,950.

And I thought what we'd do is actually show you how that works.

Mathematically, if anybody's interested in joining with us, we will provide you with up to 40% of sales revenue.

Okay?

There's a couple of conditions to that, that you've gotta have a reasonable list.

It's not like you're gonna have 12 people on your database, but nonetheless, you'd enjoy up to 40% of the sales revenue.

We have a pretty good hit rate, and I thought what we'd do is just show you after this, hit four emails, no problems.

That's easy.

We just give the four emails that you send out to your list so you don't even have to think about it.

And this is an example we ran not long ago, it was about a month or so ago with Kerry Fitzgibbon, Scottie Kerry.

Pretty well, wouldn't it?

Kerry Fitzgibbon.

Oh, I dunno.

Well, but I know her again.

Yeah, yeah.

Okey dokey.

Uh, so therefore what happened is that Kerry sends out to her list, which was about six and a half thousand, the invite to register for the webinar.

That is a page.

Could you just start that page again, Mitch, if you don't mind if you just right up the top because it was silly Billy me.

Yeah.

So therefore, basically they come to that page, the email says to them, look, if you wanna learn about incentive based marketing, just click here.

They come to to that page, they provide us with their details and register for the webinar.

We give 'em a little bit of a rundown.

We don't mention anything about the holidays on that page.

We just say it's all about incentive-based marketing.

You're gonna learn how to create a Happy Meal toy for your business and blah, blah, blah.

This is what the Greater Building Society did.

You can learn how to do the same thing.

And then when they come onto the, uh, webinar, we do the usual 45, 50 minute webinar, we walked 'em through very similar to what you've seen here, only obviously extended because we're knocking this over in 25, 30 minutes.

In Terry's instance, this was the results of six and half thousand database.

We got 92 res, we had 45 turnup rate, which is pretty good.

It's close to 50% turn up rate.

I know that's not the norm, but that was pretty damn good.

And got 14 sales.

And so in that instance, 14 sales multiplied by the 2, 9 5, oh, we took in $41,300 in that 50 minutes, which, uh, is a 31% conversion rate.

So it's not too bad.

We normally get between 20 and 35% conversion, just depends on the quality of the list, of course.

And in Kerry's instance, then she walks away with 40% of that, which was $16,520.

And the first thing I think Kerry said to me after that, can we do one next week?

I said, I think we might leave it just a few weeks.

But look, as it's turned out, there are some coaches that we're doing it at the once a month because they recognize that if they've got a list of five or six or 10,000, then those who came last month, it won't come back again.

But many of them that couldn't make last month's webinar will come back again.

Yeah.

So it's pretty, it was a pretty easy 16 they, Kerry said to me, JD, that was the easiest, 16 and a half grand that I've ever made.

And that's about it, guys.

We don't have, uh, much more to say except that if you're interested in doing a JV revenue share with us, whereby I could absolutely, uh, assure you that the holiday program is real.

We've been doing it now for two and a half years.

The company that we are dealing with over in America called Redeemed Vacations has been around for 20 years.

They're smashing it at the moment because obviously travel is in boom time and we're doing pretty good ourselves at the moment because obviously if anyone in business is looking for a Happy Meal toy, then you're not gonna find one that's much hotter than a holiday at the moment.

If you wanted to join with us and, and do one of these things, then yep, there's my details.

So therefore, John at the institute of our.com is my email and that's my phone number and that's about it, Scotty.

So therefore we can throw up into any questions.

Yeah, yeah, no, that was, uh, that, that was great.

And the one question, and, and I can just say too, I've, I've recently had a client I put across to John, and he was a bit skeptical.

He called other people who were doing it to make sure it was real.

He booked a holiday for himself and now he's like raving about it, that it's helping him.

I haven't even done any copy for him yet.

He thought working really well.

So it's, I just hope you, your stuff doesn't, it doesn't do better than mine, but we're actually integrating it with the copy, so it, with the email campaign and that, so it's good.

But I had one question.

How did you get Seinfeld?

Did you, how'd you find him?

Do you just call it like, is he in the phone book or?

Yeah, It's funny, Scotty, because like I get asked that a lot and, and in the old days before Google, yes, you had to know someone who knew someone's agent, who knew someone's manager and all that sort of rubbish these days, courtesy of Google, it's a matter of just typing in Jerry Steinford management.

Yeah, it's as simple as that.

His manager is, is a, well, was he just passed away last month, unfortunately, but a a, a guy called George Shapiro.

And so therefore I just contacted George Shapiro in, uh, Beverly Hills and I spoke to him and told him what we wanted to do and yeah, I put on my best Aussie accent because the Yanks like the, so it was Gade George Cobo, blue sporty mate, how are you?

And so he's a bit sarcastic, as I said, unfortunately he passed away about a month ago because uh, I think he was 91.

But yeah, he got on well with George Shapiro and then the rest is history.

Yeah, And, and you're right, you just type in Jerry Seinfeld manager and there he is.

So yeah, Do again and don't get me wrong, and we had Chase for six months.

I'm making it sound easy and it wasn't.

We went, I had Robin Williams stitched up before then I went over to New York and we got Robin Williams and as it turned out, 'cause this was some years ago, guys, this is a dozen or more years ago, and as it turned out I was elated that we got Rob Williams and I jumped on the plane and come back to Sydney and he wouldn't believe it.

By the time I gotta Sydney airport, Robin Williams manager contacted me to say he got a movie and he wasn't available In.

Interesting.

Yeah.

So yeah, there you go.

It's all, yeah, it looks like it's pretty easy to find whoever you're looking for.

And that was just like a drip campaign.

You just hit him week after week.

They are like just follow up emails, follow up calls, all that sort of thing.

You mean to, to get him across the line?

Yeah.

Yeah.

Look, just one tip.

And look, I know that not many people on this particular call are probably interested in using celebrities as endorsers, but what the lesson I learned with that, and I've used it ever since, is that whatever you are prepared to pay off a half.

And so therefore, in this instance, I offered half a million for two days work and he came in at 1.1.

Okay?

So he got 1.1 million each year for three years.

And each one of those years he just did two days worth of work.

So I'd fly over and we'd do the commercials and for two days, lots and lots of commercials and yeah, you got 1.1.

And I've used that ever since.

Whether it would be with Darryl Summers from the eighth, Saturday, or whether it was with Bert Newton or whoever, it may be off for half of what you're prepared to pay because they will double whatever you, there's no set fee.

At least, at least managers just make it up on the spot.

Mm-hmm.

Mm-hmm.

Yeah.

Uh, in interesting.

Any, any, any other Questions?

Yeah, it's, uh, Craig here.

Uh, I I have one question.

So if someone wanted to be, and it might be a question Mitch might end up answering anyway, um, if someone wanted to do a JV scenario, do you just issue a unique link for that person?

How do, how do they know who's going to your webinar?

Yeah, so on, we create a unique opt-in page so we know that.

So yeah, we settle that up.

If that person wants their face on that unique page as well, we can do that.

So it's like a joint thing.

But yeah, everything's tracked individually so we don't, we don't group them.

Cool.

Yeah.

And uh, what we do too, by the way guys, anyone who wants to come on board with us jv we'll just flick you 25 or 30 vouchers yourself so you can use them for your own business.

Okay?

So because we know that there's a lot more money to be made out of you inviting your list to come to our webinar, uh, the least we can do is give you 25 or 30 free holidays you can use yourself.

Hey John, I've got a question.

I've gotta say I was very intrigued by the, the real estate sale.

My parents are listing their only property at the moment in Dubbo and I'm in conversations with agents and the managing agent who's the best agent in town who just refused to take my calls because I had the audacity of asking another agent to have a look at the property.

Just, just wondering.

And that's, I said to him, no, 10 grand commission for them is, is half a year's worth of living expenses.

Like I'm not gonna chuck this away.

Yeah.

So I'm just interesting in cer circling back to that conversation today about being provocative in a small country town and potentially using your clout to maybe annihilate the agents when you actually need to sell a property, would you do something different a day or today?

Um, yeah, look, It, it just depends on whether you think the sun's gonna come locally or from Sydney.

Because in my instance we at this, the property that we had, the tennis court, the little guest Appalachian Lodge guest house, and it had the, the little four hole golf course.

'cause I'm an idiot.

So therefore moving from Sydney to the country, of course I had never seen a snake before, so I had to get used to snakes and all sorts of s**t.

But we turned the place into a little Disney.

We had six kids, okay, they're growing up now, but they grew up in Disneyland.

We the golf course and tennis court and everything else on there.

So when we were selling it, we knew no one in town would buy it because this thing was so, therefore it didn't worry me because all of my criticism of real estate agents not having skills.

'cause what I would normally say is that if you go to a car mechanic, but that he's got a car mechanic's license.

If you go to a dentist who's got a dental license on the wall and so on and so forth, if you go by a real estate agent, they drove a bus last week, they don't have, if you said to a real estate agent, what do you do?

They go, we market homes.

You go, let me have a look at your marketing qualifications, you'll hear crickets in the background.

None of them have any marketing qualifications.

So therefore, when I actually put out the press release to bag out real estate agents, it was mainly in the big smoke.

It was mainly towards Sydney, which is where we knew we were gonna make the sale.

No one in the country's gonna buy our place because obviously it didn't have room for cattle.

Yep.

Got it.

All right, good.

Thank you.

John, I noticed you use a lot of video testimonials in all your marketing.

Have you, do you find them, um, very valuable in, in terms of uh, converting and stuff?

Yeah, absolutely.

When you've got something too good to be true, like this is, yeah.

The, the biggest hurdle that we have with this look, it's been the easiest thing to sell, uh, out of all my career, but not without speed bumps.

Uh, and the speed bumps are that it's just too good to be true and uh, so therefore the best way to combat anything that's too good to be true is to have lots and lots of testimonials.

And I did that with the Greater Building Society as well.

We, uh, they had a pretty sleek advertising agency before I came along and they were charging the usual $50,000 for the brand beautiful, the, the helicopter shots of coming in over the house and the husband and wife are hugging each other because they've just got their home loan from the greater.

I changed all of that when the holidays came in and we just had testimonial after testimonial where people said, look, I used to have my home loan with the, one of the big four banks.

They treated me like a number.

I I I didn't get treated personally.

I hopped across to the Greater Building Society and not only was I treated like a person, but also I got a free holiday and then you'd see vision of them on the holiday in Fiji.

So when you are giving away something that's too good to be true, absolutely testimonial after testimonials are must have, Is there a time limit limit, John, on when the holidays have to be taken?

Like all those vouchers that you might hand out?

Yeah, all Normally, Normally when we're running the webinar, because today we've got 25 or 30 minutes, so I just, I cut down the number of slides, but normally when we do run the webinar, we go through the whole video booking process, which is 60 seconds and we just show 'em how they can book the holiday.

We go through any of the terms and conditions.

For example, they can't go to school holidays, they've gotta book 30 days in advance and all those things.

We go through all of that.

And in terms of the holiday vouchers, then they're 18 months validity period.

So therefore when we give to the company, let's just say a business buys a hundred of these vouchers from us during the webinar for the 29 50, then each one of those vouchers has a validity period of 18 months.

So they can hand that out anytime over the next 18 months.

And when they give them to their customers, those customers, once they pay their booking fees.

So that's one of the conditions.

There's Expedia and what If and all those sorts of, you know, online travel agencies, uh, where basically the booking goes through, the hotels are happy to give up their room for free, but they're not gonna up the booking fee.

So therefore when Betty Bankstown gets the voucher from the business, she goes on and pays their booking fee, which is $45 a month.

Uh, then she's got 18 months to choose the travel dates, so therefore the company's got 18 months to handle it out.

And then the customer has 18 months to actually pick the booking dates once they pay the, sorry, the travel dates And John do, they can only be Australian citizens for this sort of thing.

Do you do overseas?

Is it just did sit hard or what?

Yeah, no, we, we, because we did reasonably well throughout the Covid period and the American guys who gave us the license for this were quite blown away with just how we navigated through that period and still did pretty well.

They allowed us to open up in America at Christmas time and we opened up in the UK about two months ago.

So in America it's called vacations incentive.com.

Exactly the same thing.

But of course the locations of Vegas and New York and San Diego and Grand Canyon and in, uh, London and Europe it's called Fun escapes.co uk.

So in America it's vacations in incentive.com and in UK it's fun.

Escapes do co do UK 'cause a lot of my list is American based and UK based.

Yeah.

Oh, There you go.

Yeah, well look Mitch, I've got one at six o'clock tomorrow morning.

There's a lady in America called Shelly Jerson and she has a, uh, a 7,400 list and she sent out to them in the last three days.

And I think tomorrow morning we've got 62 or 63 people registered, which means we'll get about 30 set up and we, we do about 30% conversion tomorrow.

It's exact the same deal and it's US dollars of course.

So it's, it's us.

Nice.

You should probably walk away herself tomorrow with I'm guessing 15 grand.

Yeah.

For just sending out four emails.

Yeah.

'cause we've got a lot of customers all over the place so it fits better.

Yeah, that's nice.

Oh, perfect.

In the UK the, the great thing in the UK of course is that aside from UK and Scotland locations, they've got Amsterdam and they've got, they've got Greece, they've got, they've got uh, uh, Rome, they've got Ath, Athens, you name it, uh, Portugal, Spain.

And they've got wonderful places that they can just jump across the river.

Hey John, interested in how the 99 people, how they did this.

'cause uh, I think one of the, like the obstacles or the challenges that I've struggled with is the fact that they, they pay a booking fee, don't they, when they go to book the holiday.

So being that the 99 people were saying you spend $300, you get a free holiday, were they using like a, a gift card to cover the booking fee or did they handle that as an objection?

How did they overcome that?

Yeah, look, we've never had any real issues and Russ, I understand why you would ask that because, so you might think, oh, when people have gotta pay their $44 a night booking fee, is that a downer?

We've never had any issues with it whatsoever because people are used to buying an Elton John ticket for a hundred dollars and paying $18 booking fee, or they're used to even buying a ho movie ticket and playing a booking fee.

So if it was something unusual, we'd probably cop it.

But no, we haven't had any, any pushback at all.

But if, if someone wants to pay the booking fee, if it's a high-end product, but it might be a tennis court, it might be a swimming pool or motor car and they wanna pay the booking fee, no problems at all.

We just allow them to get it.

What would, what's called a purple MasterCard.

And Mitch you're probably better at this, but can you just explain how the purple MasterCard works?

Yeah, so it's basically just a online digital MasterCard and instead of having like a $50 or a hundred dollars amount where it's fixed, you can actually decide to the exact cent how much you want that voucher to be.

So yeah, generally what we say, okay, if you want to pay their fees and taxes, you just issue a digital MasterCard.

Whether the client uses that digital MasterCard on holidays up to them, either way they've got that value and it takes that objection away.

Cool.

But in terms of the, like the 99 people, they, they didn't cover it.

They, So basically they just have on their marketing terms and conditions, supply, exclude travel booking fee.

Yeah.

And what, what happens, Russ, when we do get, some business owners would say to us, oh look, we'd love the program, but we don't want our customers to pay the booking fee, so do you wanna pay it for They go, no, I said, and they said, I said, I dunno, I'm with anything that's, you know, fabulous like this.

Obviously there's a few terms and conditions and if that doesn't suit you we'll, obviously, you know, soft.

Yeah, no, that's, um, that, that's awesome.