Owner of Carnival Land Amusements, James Kemp, credits JD with “totally transforming his business and his fortunes” by providing him with a very valuable epiphany within an hour of first becoming involved with The Institute Of Wow.
James’ business model up till meeting JD was one where he promoted himself to schools as an amusement hire company, providing dodgem cars, ferris wheels and sideshow alley attractions for school fetes.
His brochures that were forwarded to school decision-makers were typically full of statistical information about the rides and amusements – but without any “direct response theatrical sales techniques.”
When JD recognised that James was concentrating on “features” instead of “benefits,” he highlighted this to him and asked if James had been responsible for some dramatic fundraising turn-arounds for schools?
James replied instantly, “You betcha, we have instances where Carnival Land Amusements has become the supplier of attractions to schools and the school’s fundraising at their fete doubled or tripled immediately.”
When questioned how this was the case, James explained that it was because of his company knowledge of what rides suited certain demographics and therefore he could provide a private school with rides that suited their upmarket clientele – and conversely, could provide a public school with rides which suited their “working-class” demographics.
In other words, James was able to provide a “matchmaker service” which meant that the schools were benefiting from his wide experience of “what worked where.”
JD immediately said to James, “You’re not an amusement ride company, you’re the School Fundraiser Whisperer – you should be positioning yourself as a school fundraising expert.”
For James, the penny had dropped and he immediately took JD’s advice and with JD’s assistance, changed all of his collateral and communications to reflect that his company was “Australia’s Leading School Fundraising Expert.”
As a result of repositioning his message and sending the appropriately themed collateral to schools, his business has gone from strength to strength with record bookings over the first 6 months of the transformation.
As JD often says, it’s a matter of ensuring that your business enjoys a “message to market match.”
Schools want amusements that are going to make them the most money and in James’ instance, he could deliver the right rides to the right people!
You’ll also see here the massive transformation of the company’s website, from “bland to “grand!”
In other words, from an old-fashioned, crowded website to a new, modern, “direct-response driven” sales machine!
See How “WOW” Transformed The Website!
“The figures speak for themselves.Before we became part of John’s “wow environment”, our annual profit was about $120,000 a year.
Within 18 months of being involved with John’s coaching ideas, our profit within 18 months, grew to an annual rate of $440,000 a year!
That increased the value of our business fourfold – an outstanding result!
His system is applicable to any business-type.”
– Lisa TaylorNewcastle Knights Rugby League Club. NSW. Australia
– Natalie Kernke
Vibrosaun Sauna Massage. Qld. Australia