🕒 Episode Timestamps & Show Notes00:00 – Introduction Alex welcomes John Dwyer, Founder of The Institute of WOW, to explore how direct response marketing can drive real results for private equity firms and their portfolio companies.00:53 – What is WOW Factor Marketing? John explains his flipped model: get prospects to try your product so they fall in love with your brand—not the other way around. 02:16 – The Power of Incentives Examples like McDonald’s Happy Meals and Kellogg’s cereal toys demonstrate how incentives remove focus from price. Yet, 97% of businesses still fail to use them effectively.03:35 – B2B Application of Incentives John shares how “freemium” strategies—like webinars and educational content—can help service businesses generate leads and build trust.05:25 – The PE Blind Spot: Marketing Marketing is often underutilized at the PE firm level. It’s left to portfolio companies and only becomes a priority at scale ($100M+ revenue). 06:21 – Creating High-Value Content Instead of always documenting, John recommends delivering structured, high-impact content like digital resources to demonstrate expertise and create authority.08:36 – Giving Away IP to Build Trust Sharing ideas freely (within reason) helps firms position themselves as experts. Private equity firms can do the same by publishing their value creation playbooks.09:33 – Case Study: Dental Facebook Contest A $30/day contest targeting parents of kids with crooked teeth generated 1,000+ leads in a week—demonstrating the power of a well-crafted incentive-based campaign.12:43 – PE Deal Origination via Events John recommends PE firms host webinars or in-person events to share their expertise and attract business owners—selling “once to many” like Tony Robbins.14:11 – Thinking Beyond Traditional Marketing John suggests PE firms partner with data providers or influencers to host educational events. Joint ventures and revenue-share models can scale reach efficiently.17:27 – Turnkey Marketing & Strategic Partnerships From travel vouchers to million-dollar contest giveaways, John shares how creative incentives combined with strong partnerships can produce scalable campaigns.19:10 – Using AI for Lead Generation John discusses how AI-powered voice bots deliver high-volume outreach, sharing relevant data like estimated home values—ideas that can inspire new B2B tactics.21:57 – Hiring Great Marketers John stresses the importance of case studies and results over resumes. Look for marketers who can think outside the box and prove success with real-world campaigns.24:21 – Purple Cow Thinking in Action A standout example: A building society offered free holidays for mortgage customers and later added Jerry Seinfeld to the campaign—resulting in billions in new loans.26:42 – Books & Resources John recommends The Purple Cow by Seth Godin. He prefers audio content and real-world business insights over fiction.28:04 – How to Contact John 📩 Email: <a href='mailto:john@theinstituteofwow.com'>john@theinstituteofwow.com</a> 🌐 Website: <a href='https://www.theinstituteofwow.com/'>theinstituteofwow.com</a>Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.🔗 Connect with Alex Rawlings on LinkedIn: <a href='https://www.linkedin.com/in/alexrawlings/'>https://www.linkedin.com/in/alexrawlings/</a> 🌐 Visit Raw Selection: <a href='https://www.raw-selection.com/'>www.raw-selection.com</a>

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Marketing That Delivers: Direct Response Tactics for Private Equity with John Dwyer

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