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Differentiate Your Brand Story by Cultivating Some ‘Wow’

Authors: Park Howell JD Dwyer
Posted Under: The Business of Story Podcast
Show Business
Hosted By
About The Business of Story Podcast:

Welcome to the Business of Story podcast, where the world’s best storytellers from business, Hollywood, and beyond teach you how to use stories to communicate and connect with your customers. While technology has given us all global reach with our messages, it’s still the ancient bewitchery of storytelling that connects us with one another. You will learn from some of the brightest content creators, advertising creatives, authors, professors, makers, marketers, and brand raconteurs in the business. Within every show you will learn at least one actionable tip that will make your stories more engaging, and help you advance your personal or professional quest further, faster.

Apple Podcast Reviews:

A lot of great information about story telling. It is hard to pick one episode, they are all good!


I recently came across Park Howell's excellent podcast. I love how he weaves in his personal stories with the interviews of his guests. If you are involved with sales or marketing for your business definitely check out this show.


JD Dwyer, Founder of the Institute of Wow, joins the Business of Story Podcast to discuss his five steps to building a ‘wow’ factor into your advertising, customer loyalty, and three things that you need to do right now to grow your influence and sales.

jd-dwyer_instagramDifferent Is Better Than Better

Dropping your prices is not the only way to compete in a saturated marketplace. It’s far more beneficial to create a ‘wow factor’ around your brand.
With the implementation of unique selling points, consumers are distracted from the prices and focused on the story of your brand.
JD Dwyer has made a career out of helping businesses find and utilize their own “wow factor” to create compelling campaigns with high returns. He also believes in a smart website, collecting data, and using testimonials to build authority.
JD talks about how he discovered the secret to finding what is special about your brand, the best way to build a brand website, his time working with Jerry Seinfeld, why it’s so important to collect data, and how to retain margins by creating strategies to resonate with your customers.

In This Episode

  • Why being different is far more important than being better
  • How to build and utilize a ‘wow factor’ in your brand story
  • Why it’s better to retain your margins by not dropping your prices
  • How to set up a problem and use your brand as the solution for consumers
  • Why websites are crucial to the health of your brand
  • How to use testimonials to help promote your brand


Quotes From This Episode

“Put a marketing plan together based on principles that are sustainable.”  —@InstituteOfWow
“Hang around with people who say ‘why not?’, not people who say ‘why?’.” —@InstituteOfWow
“Stimulate repetitive trade by making sure you have some form of loyalty system or rewards system so that you just don’t sell once.” —@InstituteOfWow
“You need real people testimonials. Start putting real people testimonials into something, and all of a sudden that gives it a credibility.” —@InstituteOfWow

“I find that a lot of businesses these days, online and offline, tend to go down the path of price discounting, and if you go down that path of price discounting then you’re going to find it’s a pretty hard road to beat Walmart on prices. So what I teach them is to actually create a “wow factor” and make sure that they stand out from the crowd.” —@InstituteOfWow

“Stimulate repetitive trade by making sure you have some form of loyalty system or rewards system so that you just don’t sell once, you have somebody becoming a longer-term customer.” —@InstituteOfWow
“What I suggest to everybody is that get the best two, three, four, or five of your video testimonials and make sure they’re on your homepage because that’s where they should be.” —@InstituteOfWow
“Fix your website, and I can’t say it any more simple than that. Just fix your website because I do believe that 80% or more of businesses, big and small, don’t have the right components on their website, particularly their home page, to keep people sticky.” —@InstituteOfWow


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