In this episode, host Reed Hansen, Chief Growth Officer at MarketSurge, sits down with John Dwyer (JD) — founder of The Institute of WOW and one of the most unapologetic voices in direct response marketing.

JD doesn’t believe in “spray and pray” advertising, brand vanity metrics, or waiting patiently for results. His philosophy is simple:
👉 Marketing exists to make the cash register ring. Period.

From helping small businesses generate avalanche-level leads on tiny budgets, to orchestrating iconic campaigns that brought Jerry Seinfeld into the world of banking ads, JD breaks down what actually works — and why most businesses are doing it wrong.

💥 What You’ll Learn in This Episode:

• The difference between branding and direct response (and why small businesses can’t afford to confuse the two)
• JD’s problem → solution → proof → incentive framework that drives fast results
• Why incentives outperform discounts (and the psychology behind it)
• How contests and giveaways can generate thousands of high-intent leads
• The “WOW factor” that allows challenger brands to beat industry giants
• Real-world case studies from dentists, landscapers, dog food brands, banks, and more

If you’re a business owner, marketer, or agency tired of guessing and hoping your ads work — this episode will challenge how you think about marketing forever.

🔗 Connect with John Dwyer & The Institute of WOW

🌐 Website: https://theinstituteofwow.com/
💼 LinkedIn: https://www.linkedin.com/in/instituteofwow/
📘 Facebook: https://www.facebook.com/theinstituteofwow

📈 About MarketSurge
At MarketSurge, we help businesses grow smarter, faster, and louder with systems that turn marketing into measurable revenue — not just noise.

👉 Learn more: https://marketsurge.io
🎧 Subscribe to the podcast: https://marketsurge.transistor.fm/

If this episode helped you think differently about marketing, don’t forget to like, subscribe, and share — and drop a comment with your biggest takeaway.