Entrepreneurs on Fire The Seinfeld Incentive Strategy Any Business Can Use with John Dwyer
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Feb 5, 2026 John Dwyer, direct-response marketing pro and founder of The Institute of Wow, shares how incentive-based campaigns grab attention and drive action. He breaks down using contests and prize offers to generate targeted leads. Hear the story behind a Seinfeld-fronted banking stunt and how a good incentive can flip buying behavior without cutting margins.
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Don't Compete On Price
- Marketing on price loses to bigger competitors and is unsustainable for most businesses.
- Create a wow factor or incentive to shift attention from price to value.
Use Direct Response For Fast Results
- Use direct response marketing to get measurable results quickly instead of slow brand-building.
- Advertise where you can get an immediate return, like Facebook, and test fast.
Invisalign Contest Generated 1,000 Leads
- John Dwyer ran a Facebook contest offering $5,000 Invisalign and got 1,000 leads in a week.
- He gave one prize and used follow-up offers to convert many of the other entrants.