Louis Grenier’s Post

Top 10 things I'd rather hear than PLG, USP, or ABM: 10. "The zoo called. Remember that cute red panda that bit you last month? It had rabies." 9. "Can you download this report from Google Analytics for me?" 8. *Mike Tyson voice* "You're a piethe of shith." 7. "We've been trying to reach you about your car's extended warranty." 6. "The good news: you only have one more kidney stone to pass. The bad news: it's shaped like a porcupine." 5. "Your Neuralink implant has been hacked by a guy called Neil Patel. Do you know him?" 4. "AI is not going to take your job… Somebody who understands AI is." 3. "Which of our 46 personas do you want to target first?" 2. "Total budget would be $200, but if we see an increase in clicks and/or brand mentions/engagement/buzz around the brand, then I can access more!" 1. "You are in luck because the "One Funnel Away" challenge Is BACK!!!"

Bullsh*t marketing advice in a fancy frame is still bullsh*t marketing advice. Don't get fooled by pretty carousels or one-page cheatsheets.

I've been working on V2 of my book manuscript for the last two weeks, so I can send it to the next group of beta readers in the next few days. Since I'm knee-deep in it, I thought I could just publish a small portion of my chapter that talks about finding demand (as a little taster and to keep myself accountable): --- # The Trojan Horse We’ve all heard of this story of Greek soldiers who managed to take the city of Troy by hiding in a giant horse. Well, in our case, the giant horse is what the Segment thinks they need — a Category that’s in demand, and the Greek soldiers are what the Segment really needs (your own thing that might not be very well understood). This technique is super powerful if you can describe in great detail what you do and for whom but really struggle to put a label on it. You don’t feel comfortable with any existing Categories because it’s not exactly what you do, and it tends to have a bad rep. As a result, you avoid using terms your Segment typically understands and wants and resort to creating your own Category, which no one f*cking understands. Here’s the kicker: It’s better to pick a Category that is in-demand and understood with an 80% match to what you do than create something that feels like a 100% match that no one f*cking understands or wants. I see this happen often in the marketing world when consultants are trying to sell customer research services to companies, where they’d help them interview customers to improve their messaging, positioning, and overall strategy. The problem? No one really wants to buy this Category of services; it's perceived as a long, expensive process that results in pretty slides and no action (I’m exaggerating a bit here). So, what to do? Pick a Category that’s understood and in demand, say, copywriting, and lead with it. It’s what your Segment sees; your shiny wooden horse. And then use customer research as part of your process to deliver the copy. This is what’s hidden inside the Trojan. --- May your day be sprinkled with blessings.

I decompose bro-marketers Monday to Friday on my newsletter and this makes me proud. https://lnkd.in/e3JQm8_p

Folks, I have a problem. I'm running a live workshop with the wonderful Amrita Mathur from ClickUp this evening, but... There's a good chance I'll fall asleep on my keyboard in the middle of it because it's past my bedtime (8 PM is the new 11:30 PM). So, maybe you can help? Because the best way to keep me on my toes is to heckle me in the chat. You know, like asking me super pointy/specific questions related to your specific problems, for example. Anyway, it's at 12 PM Pacific / 2 PM Eastern / 8 PM London. Topic: What it takes to say things people don't ignore. The link to register is the co... No, f*ck this. The link to register is RIGHT HERE: https://lnkd.in/edzibuHt

I may not have bought Bitcoin at $10, but I've made pretty good bets over the last few years. I stumbled upon this graph in my screenshot folder this morning. It's the number of downloads my podcast got when I launched it 7 years ago. Back then, most people I knew hadn't even heard of podcasts. Now, everyone and their dog has one. The beauty of being early is that you don't have to fight that hard for attention. If I launched "Everyone Hates Marketers" today, I doubt it would have taken off. The market is saturated with high-quality marketing podcasts, and the novelty of the format has worn off. The point isn't about podcasts, though. It's about how being early to the party can help make you stand the f*ck out. I'm no genius. I didn't predict the rise of Bitcoin, and I can't predict whether product-led growth is going to eat account-based marketing for breakfast. But, looking back, there are a few things I've been early at, which gave me some sort of advantage: - Cohort-based courses: I launched my first one nearly 4 years ago before platforms like Maven hit the mainstream. - LinkedIn content creation: Around the same time, I started to take this place seriously by posting a few times a week — which helped me grow steadily. Nowadays, it's much more saturated. - Paid recommendations newsletter: This one is the most recent, but I've been toying with investing $$$ to get quality subscribers to my newsletter... From other newsletter operators. I was among the first to use SparkLoop for this purpose. Most newsletter operators are now using some sort of paid recommendation engine. Truth is, I don't have some secret formula, and I don't *obsess* over being early at everything. For example, I never signed up for ClubHouse (remember it?). I just try to pay attention to the people in my space who seem to be doing crazy, funky stuff. And then, if it makes sense to me, I like to try it out myself. So, yeah, I believe standing the f*ck out isn't about being the loudest or the flashiest. It's also about having the courage to try new stuff because you believe in them, even especially if your friends think you're nuts. 🐔

This guy has 47 patents under his belt, and he wears turtlenecks like it's nobody's business. His name is Mauro Porcini. Yes, of course, he's Italian. He also happens to be PepsiCo's Chief Design Officer. His motto? "Innovation is an act of love." So cliché. Isn't it? That's what I thought at first, too. But listen to the first few minutes of my Everyone Hates Marketers episode with him, and you might change your mind... Just like I did.

I reckon I receive 20 cold emails per day. And I mark all of them as spam, obvs. ALL of them? Well not entirely! Because this one... Well, this one was not like the others. I couldn't help but open it. Then, I couldn't help but read it, word after word. Then, I couldn't help but read it OUT LOUD. Then, I couldn't help but sing it to the tune of "Go f*ck yourself" by Two Feet. Anyway, since it seems to be a huge flex around here to tear down sh*tty cold emails... Let me break down this amazing online letter. cheers, loius

After forking out $36,000 upfront to a "professional" book publishing company called Scribe Media and losing it all last year after they declared bankruptcy, it feels so good to see this. And by 'this,' I mean the 400+ comments left by 22 beta readers on the first version of my manuscript. It feels so good to FINALLY have others (outside of me and my imaginary friend Jean-Marc the screen cleaning bottle) take a look at it. Next steps: - Process the feedback - Make the relevant changes - Upload V2 of the manuscript - Send an email to the second of beta readers LFG.

I SUCK at this. Pricing is my weak spot in marketing; I've no problem admitting it. So, it's probably no coincidence I've waited 7 years to interview someone on this exact topic (Melina Palmer, behavioral economist and author of "The Truth About Pricing"). My #1 insight from this episode is that pricing is NOT just about numbers. In other words, everything leading up to the price impacts its perception more than the price itself. This includes how you present your product, your confidence when discussing prices, and understanding what your customers give a f*ck about. You can watch the first 10 minutes of this episode right here, right now (zero-click content FTW, Amanda Natividad). And, if you wish to watch more, the link to the full episode is in the comments.