Florian Decludt's Linkedin Analytics

Most companies don’t have a marketing problem. They have an allocation problem. They spend 90% of their energy marketing their solution. Not the problem. Not the category. Just their shiny little widget. And then they wonder why nobody cares. Here’s the harsh truth: If you only talk to people who already believe in your solution… You're playing in the scraps of demand. The top 3% who are already problem-aware, category-aware, and shopping. But the other 97%? - They’re busy. - They’re skeptical. - They’re used to doing nothing. If you want to grow, you need to create demand. - That starts with selling the problem. - Then selling the category. - Then selling your offer as the best in class. So if you're a marketing agency, don’t lead with “We help you grow.” Instead, lead with “You’re wasting money on marketing that doesn’t convert.” Then show why hiring in-house or freelancers won’t fix it. Then show how your agency solves it better, faster, leaner. That’s how you go from chasing leads… To turning them away. (and make your marketing pay for itself).

Most products don’t fail because they suck. They fail because people don’t get them. Keep it simple.

Last week I came across the most exciting product I've see this year. The $20,000 Slate Truck. So of course I had to take a crack at marketing it. Because why not? What do you think of my angle?

Trying something new today: I'm answering all your marketing questions! So if you're struggling with: - Positioning - Messaging - Strategy - Copywriting - AI - All of the above - None of the above Drop your question in the comments. I'll answer it as soon as I can. (I can even answer Clutch-related questions!)

Marketers: hang this one on your wall.

I happily go to the office 2 times a week. But: Not everyone is like me. So if I were a remote-first company, here's how I'd market myself to top talent following Google cracking down on remote work. PS: as always, it's a thought experiment.

Which law should you hang on your wall starting today?

These 830 words made American Express more than $1 billion. The reason? Because it wasn't a sales letter. It was a status invitation wrapped in a velvet glove of story. Let’s break it down. First: It didn’t sell. It seduced. No barking about features, no “best-in-class benefits.” Just a calm, confident whisper: “You’re not like them. You’re better.” The writer (David Ogilvy’s team) knew that people don’t buy a card. They buy what the card says about them. They buy an identity. And this letter sells that identity better than any landing page ever could. Second: It used reverse psychology on rich people. The first sentence isn't “Congrats!” or “Apply now!” It’s “Quite frankly, the American Express Card is not for everyone.” Boom. Status gate slammed shut. Now your brain’s screaming, “Wait—why not ME?” That one line turned every recipient into a dog sniffing a locked pantry. Third: It traded in specifics, not slogans. No vague promises. Just clear, desirable use cases: - You can use the card at 350,000 places. - You get help with hotels and flights. - Your spouse is covered. And every detail is coated in luxury—the hotel isn’t just any hotel. It’s the hotel. Finally: It nailed what most marketers forget. People don’t want stuff. They want stories to tell themselves. This letter handed them one on a silver tray. “You’re the kind of person who belongs here. Not because you’re rich. But because you’re rare.” And that? That’s the sale. Everything after is just paperwork.

Let’s play a quick game. You walk into a bar and see two identical bottles of wine. One has a label that says “Available In stores everywhere.” The other says “Only 7 bottles left. Not sold online.” Which do you pick? Exactly. Humans are hardwired to desire what’s scarce. Not because it’s better, but because we hate missing out more than we love gaining. Every great revenue model has scarcity baked in somewhere. And if it doesn’t, add it. Fewer seats. Limited time. Invite-only. Or my personal favorite: “You probably can’t afford this.”

How to sell more without rewriting your homepage, begging strangers on LinkedIn, or lighting your dignity on fire:

Every year, regular people fork over a chunk of their paycheck while billionaires high-five their accountants for finding another loophole. We hate paying taxes not because we’re greedy, but because we get nothing back: - No control - No status - Not even a thank-you. Meanwhile, the rich treat dodging taxes like the Olympics, and somehow win admiration for it. But what if we could flip the script and make paying taxes feel like a flex, not a punishment? I this carousel, I show how behavioral science, a little ego-stroking, and some clever marketing could turn tax day into something people actually look forward to. What do you think? Worth a shot?

PSG is football’s Disneyland: expensive, artificial, and built for tourists. Now that Paris FC is owned by LVMH and Red Bull, they should do the exact opposite: - No stars - No tourists - Just gritty local talent raised on concrete pitches and RER commutes. Reverse benchmarking means turning PSG’s greatest strengths into everything we despise: "PSG is for Instagram; PFC is for real people." "PSG is a global brand. PFC is Paris." How would you position Paris FC?

The best way to build a coffee brand isn't to copy Starbucks. It's to take what they're bad at and turn it into your asset. That's the approach I took for this thought experiment. What do you think of this concept?

I created this beer brand as a thought experiment. What do you think of this idea?