MARKETING MAKEOVER: How to Stand Out in a Content Saturated World (Webinar Slides)

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PERSONAL DEMO

Antoine Dupont
CEO, Speaker, Strategist | Katapult Marketing
P 561-272-8567 | M 561-441-5478
www.antoinedupont.com | www.katapult.marketing
antoine@katapult.biz | Skype: adupont65
▪ Originally from Paris, France
▪ In the USA since 1989
▪ Internet Marketing Strategist
▪ Content Marketing Practitioner
▪ Public Speaker
FEATURED SPEAKER

More Visibility 
Make The Phone Ring

#AICPAENGAGE #AAMKT @adupont65
#SEBC19 @SEBC2019 @adupont65

Confused
Overwhelmed
Doesn’t work like it used to

If we Interact and Engage
Awareness
Trust
Loyalty

LOYALTY

“In fact, our research revealed  
they are more likely to have a
negative reaction to a company’s  
attempt to earn their loyalty.”

87%Like to shop around
Accenture

NO ADS
NO FUNNEL
NO LOYALTY

HOW DO I GET
THE RIGHT PEOPLE
TO KNOW  
WE ARE HERE?

HOW DO I DECIDE
WHERE TO START?

HOW DO I  
STAND OUT?

Decision is Made Without YOU (up to70%)
Gartner
57%

4 PRINCIPLES

5 Subjects That Every Buyer Wants To Know:
Cost
Problems
Comparaisons (vs.)
Reviews
Best

HOW MUCH DOES IT
COST?

WHAT ARE THE POTENTIAL
PROBLEMS?

THIS VS. THAT
COMPARE

I WANT TO SEE
REVIEWS

WHAT IS THE
BEST…

THESE ARE THE SUBJECTS
THAT MOVE 
ALL BUYING
DECISIONS.

5 Ways To Answer Their Questions:
Videos
Social Media
Blogs
Website
White Paper Download

FIRST PRINCIPLE
THEY ASK
YOU ANSWER

1800%
MORE  
ENGAGEMENT

18 X#SEBC19 @SEBC2019 @adupont65

51%Figuring How-To
(PEW Research Center)

Great Video Topic
HOW TO VIDEOS…

Great Video Topic
HOW MUCH
DOES IT COST?

Give away my pricing !
It depends !
May lose business !

AnswerThePublic.com

SECOND PRINCIPLE
VIDEOS THAT
MATTERS TO
THEM

NO
INTENT
TO BUY

Facebook will  
PROMOTE  
what we “collectively”
LIKE

The more COMMENTS  
the BETTER

25% Inspiring/Education
17% Funny (lol)
15% Entertaining

Facebook’s
Algorithm
will HIDE  
boring

Does it add
VALUE ?

Does it make me
SMILE ?

Does it make me want
to PARTICIPATE ?

Average $8-9 per 1000
‣ $8 for 500-700 is Meh
‣ $8 for <500 is No-Good

ThruPlays is Key
$8 / 350 = $0.02
‣Under $0.05 is Awesome
‣$0.05-$0.10 is Meh
‣Above $0.10 is No-Good

Your Game Plan
$7/week - $1/day
‣<if>+/-1000 People Reached
‣<if> under $0.05 per ThruPlay
‣<Then> $30 / 30 days

9 Winning Videos
‣1/10 Winner
‣3 TOFU
‣3 MOFU
‣3 LOFU

THIRD PRINCIPLE
BULLEYES ON
FACEBOOK
INSTEAD OF
BUCKSHOT

People buy things because
the words they read
gets them to take action

The best products
& services don’t win

Products & services  
that are communicated  
the clearest will win

We lose a lot of business
because we can’t
communicate clearly

What do your  
customers want?
(3-5 second rule)
1

BE THE ENVY OF YOUR NEIGHBORHOOD
Let’s be honest, lawn maintenance is hard work and time consuming.
SCHEDULE A CUT TODAY

What are your customers
external, internal and
philosophical problems?
2

COMPANIES SELL
SOLUTIONS TO  
EXTERNAL PROBLEMS

PEOPLE BUY
SOLUTIONS TO  
INTERNAL PROBLEMS

PEOPLE JUSTIFY
BUYING FOR  
PHILOSOPHICAL
REASONS

BE THE ENVY OF YOUR NEIGHBORHOOD
Let’s be honest, lawn maintenance is hard work and time consuming.

Are we positioned as
the guide or the hero?
3

Do we have a simple
& basic plan to
win the day?
4

1 - SCHEDULE 2 - RELAX 3 - ENJOY

Are our calls-to-action
clear and direct?
5

Have we helped the hero
imagine how we can
improve their life?
6

Have we identified the
consequences we are
helping them avoid?
7

DON’T LET THIS BE YOU
Weeds attract insects and rodents that will decrease the value of your property.

it’s a messaging
problem, not a
money problem!

Can Grandma
Easily Answer
Those Questions?

What do I get?

How does it make
my life better?

How do I get it?

1-ABOVE FOLD

CLARITY IS THE
NEW CREATIVITY

2-VALUE PROP

WHAT’S IN IT
FOR THEM

3-EASY PLAN

OVERCOME THE
RESISTANCE

4-TESTIMONIALS

HIGHLIGHT A SUCCESS
OVERCOME RESISTANCE

4 Testimonials at most

5-FAILURE

How much is your unclear message
costing you?
How many customers can’t
hear your offer?
How many people are passing up
your business?

FOURTH PRINCIPLE
MESSAGING
CLARITY 
BE A GUIDE 
NOT A HERO

How To Win
in 2019 & Beyond

57%Decision is made before they contact you
(Gartner.com)

What Matters  
To THEM

Antoine Dupont
www.AntoineDupont.com
www.youtube.com/AntoineDupont
www.facebook.com/AntoineDupontSpeaker
antoine@katapult.biz

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MARKETING MAKEOVER: How to Stand Out in a Content Saturated World (Webinar Slides)

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MARKETING MAKEOVER: How to Stand Out in a Content Saturated World (Webinar Slides)