The Smart Marketer Podcast Episode 217: John’s DTC Brands to Watch: Whym and the 5-Step Formula for Better Offers
✨ “Nobody cleans their room to make it not smell bad. They clean it so they can get that sense of a good smell.” – John Grimshaw
This episode is a deep dive into how Whym, a mystery travel company, revitalized an "outdated" industry by wrapping a brilliant offer around a simple service. John Grimshaw unpacks how surprise, novelty, and personalization create viral, high-converting experiences—and he shares his 5-part offer formula that you can use in any business.
If you’re tired of bland messaging and weak conversions, this one’s for you. Learn how to build offers that actually move people to buy.
💡 You Will Learn:-
The 5 elements every great offer needs to connect and convert
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Why personalization + identity = performance gold in DTC
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How Whym makes “travel agents” cool again (and highly marketable)
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Why transformation matters more than features or price
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How to add surprise & delight to any offer—no matter your niche
00:00 – Welcome & Intro (Anthony + Molly) Anthony tees up the episode and Molly shares a must-have attribution tip for paid ads.
02:13 – John’s Segment: What Makes a Brand Worth Watching Why Whym stood out—and why studying good offers beats copying funnels.
04:28 – What Is an Offer? Why It Matters More Than Creative John defines the concept of an offer and explains why it drives growth more than ads ever could.
06:08 – Step 1: Define the Product or Service Clarify what you're actually selling and why it matters to your customer.
06:55 – Step 2: Create Relevance – The “Why Now?” Make it matter. Relevance helps your audience feel seen and ready to act.
08:22 – Step 3: Identify Your Audience Targeted messaging only works when you know who you're speaking to.
09:45 – Step 4: Give a Reason to Act Now From urgency to incentives, here's how to overcome inertia and spark conversions.
11:57 – Step 5: Sell the Transformation Forget features—focus on how your customer’s life improves after buying.
16:55 – Case Study: Whym’s Irresistible Offer Strategy A breakdown of how Whym made surprise travel feel fun, personal, and Instagram-worthy.
23:36 – Identity, Novelty & Why Whym Nails It How Whym plays into millennial identity and experience collection to win hearts (and wallets).
28:40 – Key Takeaway: Add Novelty to Win in DTC John explains why uniqueness beats polish—and how surprise drives performance.
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