How To Stand-out in a Content-Saturated World
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Slides from my presentation at the Apartment Association of Metro Denver TechCon 2020 on February 13, 2020
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How To Stand-out in a Content-Saturated World
- 1. HOW TO STAND-OUT IN A CONTENT SATURATED WORLD
- 2. @adupont65
- 4. More Visibility Make The Phone Ring
- 11. What If We Shifted Our Focus From Tactics to Touchpoints ?
- 12. Truth: The success of your business is relative to the quality of each touchpoint .
- 13. 65% of buyers find a positive experience with a brand to be more influential than great advertising(Source: Temkin Group)
- 14. Change: Choose Tactics That Make Each Touchpoint Inspiring Interesting Relevant
- 15. How Do I Stand Out ?
- 16. How Do I Decide Where To Start?
- 17. 4 PRINCIPLES
- 21. 3/10
- 22. 9/10
- 23. 2/10
- 24. 10/10
- 25. 3/10
- 26. 10/10
- 27. 6.5 Average
- 28. 9 Outcome
- 29. FIRST PRINCIPLE: BUILD PEAK MOMENTS INTO EXPERIENCES
- 32. MESSAGE CLARITY
- 33. 1892
- 40. WIIFMWhat’s in it for me?
- 41. WIIFMWhat’s in it for me?
- 42. WIIFTWhat’s in it for them?
- 46. People buy things because the words they read gets them to take action
- 47. You will read this first And then you will read this Then this one And you will read this at the end
- 48. The best companies don’t win
- 49. Companies that communicate the clearest will win
- 50. We lose a lot of business because we can’t communicate clearly
- 51. WHAT WE WANT MONEY TIME STATUS MEANING
- 52. COMMON MISTAKE 1-Don’t define the want 2-Too many want
- 57. WHAT WE WANT MONEY TIME STATUS MEANING (Choose One)
- 58. PROBLEM What’s the problem, issue, challenge?
- 60. COMMON MISTAKE Selling Your Services As The Solution!
- 64. COMPANIES SELL SOLUTIONS TO EXTERNAL PROBLEMS
- 65. PEOPLE BUY SOLUTIONS TO INTERNAL PROBLEMS
- 67. YOU ARE the first step to resolving that problem.
- 68. it’s a messaging problem, not a money problem!
- 71. SECOND PRINCIPLE CLARITY IS THE NEW CREATIVITY
- 73. VIDEO IS KING
- 75. + 38,000 VIEWS
- 79. 18 X
- 89. 7-9 seconds
- 91. BORING = 5s GREAT = 90mn
- 92. 7-9 seconds
- 94. WHAT? TYPESWHERE? EXPLORINGFacebook, Linkedin, Instagram Short Videos: Why videos, 1-2mn
- 95. WHAT? TYPESWHERE? EXPLORING Google Search, YouTube, Blogs Facebook, Linkedin, Instagram Short Videos: Why videos, 1-2mn Long Videos: How videos, 5-10mn HELP & INFO
- 96. WHAT? TYPESWHERE? EXPLORING HELP & INFO ACTION Google Search, YouTube, Blogs Facebook, Linkedin, Instagram Website Contact Page, Services Page, About Us Page Short Videos: Why videos, 1-2mn Long Videos: How videos, 5-10mn Short Videos: What videos, 2-3mn
- 101. $64 Billions in Sales No Product Placements
- 103. 51%Figuring How-To (PEW Research Center)
- 104. Decision is Made Without YOU Gartner 70%
- 106. ROAS (Return On Ad Spend) Calendar Posts = 1.2 ROAS Topical Videos = 2.6 ROAS Evergreen Videos = 41.2 ROAS $20 to get someone in a store 30-40% close
- 107. 5 Subjects That Every Buyer Wants To Know: Cost Problems Compare (this vs. that) Reviews Best
- 111. PERFECT IS THE ENEMY OF GOOD!
- 112. THIRD PRINCIPLE VIDEOS THAT MATTERS TO THEM
- 114. SMALL The Huge Power of
- 117. Wow! Tactile Sensory
- 118. SMALL The Huge Power of
- 119. 2020 By 2020, the customer experience will overtake price & product as the key brand differentiator(Source: Walker Study)
- 120. 73%of buyers point to customer experience as an important factor in purchasing decisions(Source: Temkin Group)
- 121. 83%more likely to buy when someone recommends based on their experience of the business (Source: Walker Study)
- 122. NO STRATEGY
- 123. Truth: Improving the Customer Experience is the best way to stand-out
- 124. Change: Choose Tactics That Make Each Touchpoint Inspiring
- 126. Contract, Receipts, Form Submissions, Form Confirmation, Answering the Phone, Email Signatures, Letters, Cancellation, Returns, Open House, Inspections, Register, Download, Live Chat, Subscribing, Unsubscribe, Website, Business Cards, Gifts, Charity, Donations, Signage…
- 128. 5 BENEFITS 1. Increased Customer Loyalty 2. Increased Customer Satisfaction 3. Word of Mouth 4. Less Spending on Marketing 5. Increased Profitability
- 129. Contracts
- 130. Contract Blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah $2,575.00
- 131. Contract Blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah $2,575.00 Contract Thing 1 with Benefit 1 Thing 2 with Benefit 2 Thing 3 with Benefit 3 Thing 4 with Benefit 4 Thing 5 with Benefit 5 $2575 and that includes a number of special things
- 132. Contract Blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah $2,575.00 Contract Thing 1 + Benefit 1 Thing 2 + Benefit 2 Thing 3 + Benefit 3 Thing 4 + Benefit 4 Thing 5 + Benefit 5 $2575 and that includes a number of special things: +37%
- 134. Personalized
- 137. Hi Antoine!
- 138. Bonjour Antoine!
- 139. Response
- 140. 90%of consumers rate an “immediate” response as important or very important when they have a customer service question. Source: WOW Local Marketing
- 141. Source: Consultancy
- 142. Time
- 143. POWER of small
- 144. 9:55 or 10:25
- 146. 9:55 or 10:25 On-Time or FREE
- 147. “We even get people standing at the end of their driveway watching their watches not believing we will be so punctual.”
- 148. 82%of buyers say that a slow response as the biggest source of dissatisfaction (Source: Call Ruby)
- 149. Empathy The glue to stand-out
- 159. +347,000 Likes +31,000 Comments +243,000 Shares
- 160. What If Each Touchpoint in Your Company Created A Wow Moment ?
- 161. What Would That Do To Your Bottom Line ?
- 164. GET A COPY OF MY SLIDES TEXT YOUR EMAIL TO (561) 285-2967