You don’t need to spend more money to make your website a conversion machine. It’s all about the story you tell. In these webinar slides, marketing conversion expert Antoine Dupont shows you a proven communication formula that has been used on thousands of websites. After viewing the slides (and webinar,) you’ll have a good understanding of how to craft a good marketing story that works and why it’s the most powerful tool to compel the human brain (and pocketbook). These slides go with the webinar The Secret to Turning Your Website into a Conversion Machine, which can be found at http://email-marketing.pinpointe.com/webinar-webinar-turn-your-website-into-conversion-machine-dupont

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6. 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
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8. THE SECRETS TO TURNING
YOUR WEBSITE INTO A
CONVERSION MACHINE

10. Messaging & Conversion
‣ Why We Redesign Websites
‣ How Our Brain Works
‣ 7 Elements Of A Story
‣ 7 Questions To Ask When Reviewing A Website
‣ The Grandma Test
‣ 5 Key Elements Of A Successful Website

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

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

30. TWO THINGS

31. 1 - THRIVE & SURVIVE
2 - CONSERVE CALORIES

38. 30% OF OUR TIME

39. The best products
& services don’t win

40. Products & services that are
communicated the clearest
will win

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

44. 7 ELEMENTS
OF A STORY

45. 1 - HERO

46. WANT SOMETHING
A story starts when we define
what the customer want

47. COMMON MISTAKE
1-Don’t define the want
2-Too many want

48. SINGLE FOCUS
SIMPLE WORDS

49. WHAT WE WANT
1-Conserve Resources
2-Conserve Time
3-Build Social Network

50. 4-Gain Status (Luxury)
5-Accumulate Resources ($)
6-Being Generous
7-Desire for Meaning

51. 2 - PROBLEM

52. EXTERNAL
INTERNAL
PHILOSOPHICAL

53. EXTERNAL
What’s the Problem?

54. INTERNAL
How is it making the
customer feel?

55. PHILOSOPHICAL
How is this just
plain wrong?

56. THE “BUY NOW” BUTTON
Resolves ALL
these problems.

57. COMPANIES SELL
SOLUTIONS TO
EXTERNAL PROBLEMS

58. PEOPLE BUY
SOLUTIONS TO
INTERNAL PROBLEMS

59. PEOPLE JUSTIFY
BUYING FOR
PHILOSOPHICAL
REASONS

60. AFFORDABLE LAWN CARE
Reliable & Insured - Since 1985
LEARN MORE

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

62. 3 - A GUIDE

65. PEOPLE DON’T
LOOK FOR A
HERO

66. PEOPLE WANT A
GUIDE

67. WITH EMPATHY
“I understand how
you feel”

68. “Nobody should
have to…”

69. AND AUTHORITY
Testimonials, Awards,
Certifications,
Memberships, Clients.

70. PEOPLE DON’T
CARE ABOUT
YOUR STORY

71. 4 - A PLAN

72. Schedule A Call Today

73. PEOPLE WANT A
SIMPLE PLAN

74. 5-CALL-TO-ACTION

75. OBVIOUS & SPECIFIC
STRONG & CLEAR

76. LEARN MORE
MORE INFO
CONTACT US

77. “I have some good stuff but I
don’t want to bother you”

78. LEARN MORE
MORE INFO
CONTACT US

79. SCHEDULE A CUT TODAY
MAKE AN APOINTMENT
BUY NOW

80. 3000 messages/day

81. 6 - SUCCESS

82. YOU MUST DEFINE
WHAT SUCCESS WILL
LOOK LIKE

83. FINANCIAL
EMOTIONAL
PHYSICAL
SPIRITUAL

84. 7 - FAILURE

85. YOU NEED
TO RAISE
THE STAKES

86. WHAT FAILURE
WILL THEY AVOID?

87. BEFORE & AFTER
What do they have?
What are they feeling?
What is their status?

88. The 7 Questions

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

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

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

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

93. Are we positioned as
the guide or the hero?
3

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

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

96. SCHEDULE A CUT TODAY
1 - SCHEDULE 2 - RELAX 3 - ENJOY

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

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

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

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

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

102. Weeds Attract Insects and Rodents
that will DECREASE the VALUE of your PROPERTY.
SCHEDULE A CUT TODAY

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

104. The Grandma Test

105. Can Grandma
Easily Answer
Those Questions?

106. What do I get?

107. How does it make
my life better?

108. How do I get it?
or How do I buy it?

109. 5 KEY ELEMENTS

110. 1-ABOVE FOLD

116. CLARITY IS THE
NEW CREATIVITY

117. 2-VALUE PROP

119. WHAT’S IN IT
FOR THEM

120. 3-EASY PLAN

121. SCHEDULE A CUT TODAY
1 - SCHEDULE 2 - RELAX 3 - ENJOY

122. OVERCOME THE
RESISTANCE

123. 4-TESTIMONIALS

125. HIGHLIGHT A SUCCESS
OVERCOME RESISTANCE

126. 4 Testimonies at most

127. WHAT IS THE MOST
COMMON RESISTANCE?

128. WILL IT WORK FOR ME?

129. 5-FAILURE

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

133. THANK
YOU

134. Antoine Dupont
www.katapult.marketing | www.antoinedupont.com
www.youtube.com/adupont9999
www.facebook.com/antoinedupontspeaker
QUESTIONS?

135. 10
WE THANK YOU
We appreciate you taking the
time to watch this today!

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