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Florian Decludt

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Check out Florian Decludt's verified LinkedIn stats (last 30 days)

Followers
53,090
Posts
20
Engagements
1,222
Likes
826

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Florian Decludt's Best Posts (last 30 days)

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Oatly stands for a world without cow torture. Slack stands for a world without emails. Peloton stands for a world where you can easily fit exercise into your day. What does your brand stand for?


35

"Handmade" is the most underrated positioning for any company in the age of AI. Why? Because: - It's unique (everyone is too busy asking ChatGPT to do their work). - It's premium (most luxury goods are handmade). - It's a marketing goldmine (you no longer have to talk about hacks and tactics. You can tell a story of craftsmanship). Now here's the question. Who has the courage to take that position?


27

Back in 1994, Jon Spoelstra had an idea that could have changed the face of the NBA (for the better): Rebrand the uninspiring New Jersey Nets into the New Jersey Swamp Dragons. Here's the short version of the story, covering: - Why it happened - What the NBA thought of Jon's brainwave - And why sanity killed this masterpiece rights before it hatched.


22

Salesforce founder Marc Benioff once said: "Trust has to be your highest value in your company. And if it's not, something bad is going to happen." Here’s how to build trust with clients (so that only good things happen): 1. Be human. In the way you speak and the way you act. For example: - Ask them about their lives beyond business. - Be transparent about mistakes made. - Write the way you speak. People crave that. 2. Be consistent Your team has to feel like extensions of the same person: your company. Meaning: - If your marketing messaging is formal, your sales, and operations teams should also be formal. - If your marketing use simple words for clarity, your sales pitches and onboarding emails should also use simple words. Inconsistency kills trust. 3. Be clear about who you are What work do you do? And what kind of work do you not do? If you want to build trust with your clients you need to be clear on both. Because no one ever trusts a vendor who says 'yes' to everything. 4. Be clear about who you serve Same thing as 3. You can't be for everyone. Some clients are great fits. Some aren't. Let the poor fits know and same them time and money (while earning their respect and trust). 5. Let your clients do your marketing. Don't make wild promises about what you can accomplish. Instead, do this: - Ask your successful clients what you did for them. - Transcribe what they say. - Turn it into marketing materials - Let the results speak for themselves. No one trusts people who brag all the time. 6. Have clear values (and stick to them) Values make your company feel more human. More authentic. More trustworthy. As long as you stick to them. You can't do 180-degree turns according to trends and expect your reputation to remain unscathed. (for example: Big Tech) 7. Let your results speak for themselves Don't talk about what you can do for your prospects. Show what you've done for your past clients. Screenshots are powerful. 8. Be clear about what problem you solve You can't be good at solving every problem. You're better off specializing in solving one specific problem and becoming an expert at it. For example: ❌ Don't build mobile apps ✅ Build mobile app MVPs for Fintechs. You'll know the problem better. And you'll become an expert at fixing it. And clients will trust you as a result. 9. Have a point of view (and stick to it) This makes the above easier. By having a point of view on how the world should be, it becomes a lot easier to: - Be consistent - Be clear about who you are - Be clear about who you serve - Have clear values (and stick to them) - Be clear about what problem you solve. What did I miss?


20

Stop overthinking. Here's how the best early-stage founders find their ideal buyers: Answer 3 questions: 1. What type of buyer is the most successful with our product? 2. What type of buyer is the most profitable? 3. What type of buyer do you enjoy working with the most? Why those 3 questions? Because they help you isolate people whom: - You can help - Can pay you - You have fun working with. Now tell me. Who are your ideal clients? Remember, they're only 3 questions away.


15

The best marketing doesn't feel like marketing. The best sales pitch doesn't feel like a sales pitch. Why? Because they both: - Address problems prospects are facing. - Provide a solution to those problems. - Show proof of the solution working. - Have a soft, low-pressure call-to-action. So that the marketing and sales pitch doesn't feel transactional. It feels like someone helping a peer make their life better.


11

The best measure of marketing's effectiveness is the length of your sales cycle. If your prospects show up on sales calls and only ask "Where do I sign?" You have a winner. If not, you can do better.


16

Clients not buying from you? Do this: - Check out this carousel (it lists the 8 reasons why your prospects don't buy) - Review your sales process to see if any of those reasons pop up. - Also review your call recordings to see if any of those reasons pop up as well. - Tweak your process and execution to address those reasons during discovery and presentation. - Watch your closing rate rise. - Make more money (use this for good).


20

Earlier this week I found out I have the greatest asset anyone can wish for: People around me who: - Care about me - Tell me when I f**k up - Tell me how to get better. It's free. But it's worth more than all the money in the world.


24

You don't want to marketing to generate leads for your sales team. That promotes short-term thinking, short-term tactics and short-term gains. No, you want your marketing to build trust with your prospects. So much trust that your prospects: - See you as the expert on the problem they're trying to solve. - See you as the ONLY solution to their problem. - Don't flinch when it's time to close the deal. - Won't stop talking about you (positively). And so much trust that your sales team doesn't have to: - Make over-the-moon promises - Hand out discounts like Halloween candy - Use high-pressure mind games with prospects. Sure, marketing for trust takes time. Several months at least until it starts bearing fruit. But it does something far more valuable than any lead in the world. It positions you at THE person your prospects want to work with. Build that trust.


22

Founder: "We need to invest in lead generation." Me: "No. You need to invest in trust." Trust is the best investment you can make in 2025 for your agency. Why? 8 reasons: 1. Better word of mouth 2. Cheaper leads 3. Better cold outreach 4. Increased close rate 5. Shorter sales cycle 6. More opportunities 7. Higher prices 8. Less churn. The only downside? It takes time to build. But it's more than worth the effort. Because the ROI is limitless. Build that trust.


25

99% of agencies don’t have a marketing problem. They have a trust problem. And that’s why, despite: - Burning thousands on ads every month - Blasting out hundreds of cold emails - Juggling endless discovery calls They still struggle to consistently fill their pipeline with quality leads. Why? Because their prospects: - Don’t trust them - Don’t know them - Don’t respect them Even when they are a perfect fit and desperately need the agency’s help, they stall. They hesitate. They “think about it.” And then—poof—they vanish. Not because the agency isn’t good at what it does. Not because the marketing is weak. It’s simpler than that: They just don’t trust the agency. So next time you’re questioning your marketing’s effectiveness, ask yourself: Do I give prospects enough reasons to trust me? It’ll unlock your marketing (and sales).


29

The Godfather of Advertising: David Ogilvy. His legendary campaigns for Porsche, Dove, and American Express turned this kitchen stove salesman into one of the greatest admen in history. His secret? 5 lessons anyone can apply to their agency to turn their marketing into a consistent lead generator. Which lesson is your favorite?


28

I honestly think the most underrated skill for a marketer is knowing how to interview people. Because asking the right questions they can find out exactly what's happening inside their buyer's head. The kind of stuff they won't share with anyone, yet motivates every decision they make.


32

Steal my 8-step process to write landing pages that convert. Follow me for daily simple growth tips, playbooks and cheatsheets.


53

Your marketing's performance is the result of your marketing habits. So if you: - Optimize everything for leads - Try to market to everyone - Gate your best content - Think tactics first - Have no point of view - Only talk about yourself - Push features over benefits - Assume a linear buyer journey - Take pride in not having time to talk to your customers - Try to go viral at all costs. - Assume your buyers are rational people. You're in trouble. However... If you start taking the opposite approach: - Optimizing for trust - Marketing to your ideal clients - Sharing everything you know - Aligning your tactics with your overarching business and marketing strategies - Have a strong point of view - Talk about your customer's problems, needs & desires. - Highlighting benefits over features - Accepting a messy buyer journey - Taking the time to listen to your customers. - Trying to go viral with the right crowd - Marketing to buyers' emotions. Then you'll be in a good place. Soon. As long as you're consistent.


40

Yesterday my son became a US Citizen. The end of a 3+ year process. That's the post for today. PS: Yes I'm happy (and relieved).


45

You don't need to pitch to sell. All you really need is run great discovery. One that allows you to know: - What your prospect's business goals are - What your prospect's personal goals are - What's stopping them from hitting those goals All while building massive trust in you. How do you do that? Follow this process.


152

This man made $80 million over 3 predictions he made 10 years ago. Now he's making the following 3 calls about business in 10 years: 1. Attention won't matter anymore 2. Trust will be the hot commodity 3. Niche businesses > Generalist ones. I think he's right. Do you?


63

Agency founder: “Our leads aren’t closing” Me: “That’s because you don’t have a marketing funnel” The biggest mistake I see agency founders make is assuming that every lead is ready to buy their services on the spot. Whereas in fact there are 3 types of leads: 1. Those who have a problem you can solve, but don’t know they have it (yet) 2. Those who know they have a problem you can solve, but still need more education on how to solve it. 3. Those who are actively looking for a solution. That means you aren't talking to one audience, but to 3 audiences: - Audience 1 is top of funnel. They don't know they have a problem - Audience 2 is middle of funnel. They're casually looking to solve their problem. - Audience 3 is bottom of funnel. They're actively looking to solve their problems. The goal of your marketing is to move your top of funnel audience to middle of funnel, your middle of funnel audience to bottom of funnel and your bottom of funnel audience to your client database. Therefore you need 3 separate marketing campaigns: 1. One highlighting the problem you solve (and why they should care about it) 2. One educating your audience about how to solve (and how not to solve) the problem. 3. One positioning your company as THE solution to the problem. That will create a marketing machine that warms up your prospects throughout their buyer journey. So that when they finally decide to hop on a call with you, they’re ready to get started.


147

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