What if everything you know about marketing your business is wrong? In this episode, Peter Wilson sits down with John Dwyer, founder of the Institute of Wow, to challenge the way most small businesses think about advertising. John's argument is blunt: likes, followers, and sponsorships are vanity — what matters is whether your ad brought in customers today.John is famous for helping a small Australian bank compete against the big guys by offering a free vacation with every home loan. It worked so well they brought in Jerry Seinfeld to spread the word. Now he helps small businesses use the same idea — run a contest, get a flood of leads, and follow up with an irresistible offer to close the deal. A dentist got nearly 1,000 leads in one week for $30 a day. A turf farm sold out a mile's worth of grass in six days because the bonus was a case of cold beer.The lesson? Stop competing on price. Give people a reason to pick you that the competition can't match.Connect with John Dwyer:Learn more about the contest lead system at contestleadsmachine.comExplore the vacation incentive offer at vacationsincentive.comEmail John directly at [email protected] — mention this podcast and he'll cut the price of vacation vouchers in halfGet marketing help from BizMarketing:Schedule a free consultation: https://bizmarketing.com/contact-bizmarketingExplore our marketing plans: https://bizmarketing.com/plans/Get in touch: [email protected]