Louis Grenier

Stand The F*ck Out

Everyone says stand out, but how?

You can stand the f*ck out. Yes, even in the marketing industry. I help folks working in digital, creative services, advertising, consulting, or PR, who want to stand the f*ck out without selling their soul.

* Freelance marketers
* In-house marketers
* Creative business owners (aka reluctant marketers)

Founder

Learn modern positioning strategies for agencies tired of blending in.

- Cohort-based course starts: 20 May 2025 at 11:00 AM CT
- Length: Two sessions per week for two weeks
- Cost per seat: $999

Register here: https://link.stfo.io/cxlcohort

Course Instructor

EveryoneHatesMarketers.com

Everyone Hates Marketers changed my life in so many ways. It helped me to connect with folks I admired. It helped me get a job in tech after burning out running my first marketing agency. And it still teaches me so much about our craft.

It's the only marketing podcast for people sick of marketing b*llshit. It's a Top 1% podcast with nearly 2M downloads. Also, 25,000+ followers across podcast platforms. More than 3,000 downloads per episode.

Podcaster

900.care

Advisor

Leadsie

Personal Trainer Development Center

LatinUs Beauty LLC

Hotjar

I was hired to lead the Content Marketing function but nearly got the sack after spending my time designing pretty slides instead of getting leads. Once I got my sh*t together, we grew SEO traffic 10x from ~20k to ~200k/month and first-touch sign-ups from 0 to ~1k/month. We also launched a fun little podcast called 'The Humans Strike Back.'

I then moved on to Product Marketing and repositioned Hotjar from 'all-in-one analytics & feedback' to 'behavior analytics,' making it the complement to traditional web analytics. We ran multiple experiments to test the new positioning, generating big uplifts in accounts created (mainly from the homepage).

My proudest project was the launch of the Hotjar Lightning Talks. Most virtual events are super boring, sales-y, and loOoOong. So, we took a risk and did something different. A 5-day virtual event for ecommerce folks, with 5 talks a day, but 5 minutes (!!!) each. Thousands of people registered. It was really fun to go against the grain on this one.

Content & Product Marketer

Phorest Salon Software

Slices Consulting

My first marketing agency. I burnt out within 18 months trying to "educate the market" about services they didn't want.

Burnout Founder

Bonjour bonjour, I’m Louis Grenier, a recovering Frenchman who helps marketers to stand the f*ck out.

You can stand the f*ck out. Yes, even in the marketing industry. You can find your people and position what you do in a way that feeds your soul. You can build a resilient business and have fun—without working 40 hours a day. You can land some amazing opportunities because your message is so clear, unique, and appealing to the right people. You can stand the f*ck out without bouncing from tactic to tactic, hoping it will work.

It's just that there are no shortcuts, no secrets, no growth hacks to get you there—because, if it was easy, everyone would do it. 

In other words, standing the f*ck out is meant to be hard.

I'm just hoping I could make your journey a tad more enjoyable. Whenever you're ready, there are three ways I can help you:

🤘 Subscribe to my daily emails (Mon-Fri) and get advanced positioning, branding, & lead gen tips.
🤘 Work with me privately via 1-to-1 coaching.
🤘Enroll in my training to help your clients Stand The F*ck Out or make your marketing team sniff the same glue.

Drop me a DM!!

Nice things people say about me/my work:

"The positioning GOAT." Harry Dry, creator of MarketingExamples.com

"Louis's work flipped my struggling company from losing money to profiting close to two million dollars in a year. Because of him, we stopped copying others and figured out how to forge our own path to stand out." - Jonathan Goodman, best-selling author, Founder of the PTDC

"Louis is a force to be reckoned with. Give him a product, a bunch of users, and a market opportunity and he will quickly identify the positioning gap—and work quickly to fill it. I should know; I worked with him on a project just like this for a €30M+ ARR SaaS brand. Louis is to positioning what Hoover is to vacuum cleaners—synonymous." - Sançar Sahin, former VP of Marketing at Typeform & Hotjar

Louis Grenier 🤘

F*ck it, it's nearly Xmas, so I've got something (very) generous:

DM me with your postal address and I'll send you a FREE copy of my book. And, if you're in-house, I'll send copies to your colleagues, too.

There's no catch, it's a great book, I'm proud of it, so the more people read it, the better.

Offer ends when I fall asleep in my shed... I mean, "garden office." I also reserve the right to NOT send it if I have to pay $50+ for shipping (or for any other reason). Don't @ me.

And yes, I can absolutely be bribed if you want to make sure I don't forget about you. Just drop a little like or comment, you know how it does be.

🧡

Stand The F*ck Out | Dad, marketing troll, contrarian, husband, author, bowel cancer survivor

Your biggest competitor isn’t another firm. It’s your invisibility. If your target buyers don’t see you as a trusted authority early, you’ll never even get considered.WHAT I DO: I help owners and executives at small B2B services providers, resellers and technology firms build their visibility and authority on LinkedIn. Because the more you're seen and the more credibility you develop, the more you'll attract ideal clients who already trust you and by extension, your company.I spend a lot of time studying what works on LinkedIn and how the algorithm (or 360Brew) works - how posts gain traction, how comments build audience, how ideas spread. And I apply that to help you spread your ideas and attract clients.WHY IT MATTERS: Here’s why visibility and trust is so important: 90% of buyers build their shortlist before they even begin a formal buying process. If you’re not already on that list, getting added later is nearly impossible. And even if you do get added, most of the deals still go to the firms who influenced the buying vision from the very beginning. That’s the painful reality many companies don’t see until it’s too late.So you have to influence buyers BEFORE they’re ready to buy.WHAT IT MEANS FOR YOU: If your firm is invisible to buyers before buyers start their process, you won’t even be considered. The leaders who show up early—sharing insights, shaping conversations, and establishing themselves as credible authorities—they're the ones who make the list.That’s why your individual executive voices matter. And that's why your presence on LinkedIn matters.A faceless brand can’t build the same visibility or trust. People want to follow people, not just a logo.The executives who understand this are seeing powerful results.Gal Aga’s LinkedIn presence now drives 65% of his company’s leads.Alina Vandenberghe says 50% of Chili Piper’s open opportunities are influenced by her posts—millions in revenue every quarter.Even leaders with modest followings are landing enterprise conversations, shortening sales cycles, and giving their teams the air cover they need to close bigger deals faster.That’s the outcome I help leaders create. Not by turning you into an influencer, but by helping you become the trusted authority buyers recognize before they ever talk to sales.Because when your leadership team is visible to your target audience, the whole company wins.If you’d like to explore how visibility could change the game for your business, let’s connect.

Candyce. Edelen

Let the pitch-slaps begin!
I had 79 outstanding invitations to connect yesterday. 

Normally, when I receive an invite, I send them this message before connecting: 

"Thanks for the invite to connect. What led you to reach out to me?"  

The bots don't respond at all, and the pitch slappers reply with a pitch, which results in me saying "thanks, but no thanks" and deleting the invitation.

But 79 was too many for that process. So I just accepted the ones who looked mildly interesting and ignored the rest. I accepted about 65. 

And my inbox is littered with pitch-slaps today. 

Very few are relevant to my business. 

Only 2 took a human-to-human approach and connected their pitch to my business.

And one of those looked identical to a pitch I received last week. I'm 90% certain the sender used AI. 

Sellers:  The bar is low. Just take a moment to research your lead and send a human message. You'd be surprised by how rare that is.

Visibility builds trust—trust drives revenue. Helping CxOs develop the executive credibility on LinkedIn that attracts business and builds TRUST with your target audience. #Human2Human #NoBots | CEO | PropelGrowth

Sorry. But I'm not rearranging my day so we can "see where our worlds overlap."

Sometimes I feel weird about refusing meetings, since my whole business is about helping people get them.

But this request shows exactly why I ignore 99% of the 50+ outreach messages I get weekly.

My calendar is packed. Just like the executives you're targeting.

And I get a lot of messages like this, probably because of my job title and status as a business owner.

Here are three problems with this message: 
🚩 There's zero research (I'm not in B-corp leadership)
🚩 Vague meeting purpose ("a call to swap ideas")
🚩 Time-waster ("let's see where our worlds overlap")

He's essentially saying: "I didn't want to take the time to do my homework, but maybe you can do it for me on a call?"

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱:  
Taking this meeting means I will have to delay something else or work late. And that's true for every executive you're approaching. 

It would mean changing my priorities for... what exactly?
...A fishing expedition?

I'm happy to have interesting conversations with new people where I'll learn something, where we can discuss something of mutual interest. 

But "saying hello and seeing where our worlds might overlap" is NOT a reason for me to rearrange my day.

This guy will probably conclude that human-to-human outreach doesn't work.

Human-to-human is not the problem. It's his approach.

𝗪𝗵𝗮𝘁 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗪𝗼𝗿𝗸𝘀:
→ Research your prospect 
→ Find a topic that will genuinely interest them 
→ Ask a question that's easy to answer on mobile 
→ Start a real conversation 
→ Let it naturally flow to jumping on a call

What's your go-to response when someone wants to 'pick your brain' or 'explore synergies'? Or do you just ignore them like I usually do? 👇


~~~~~~

I post #mondaymarkups every Monday. The hashtag will help you find other posts in the series. 

Want more tips? Click the link just below my name in this post to get my weekly LinkedIn tips newsletter. 

♻️ Sharing is caring. If you found this helpful, please repost to share it with your network.

.

This week has been a joy. I got to spend time with my favorite people from the #Dynamics channel AND see some old friends who I haven’t seen in close to a decade. 

It was so great to see you Andrew Gaffney

Joe Pulizzi - it was great to catch up, and thanks so much for the book! Can’t wait to read it. Your keynote was inspiring. 

Ann Handley - thank you and your team for organizing such a great event! 

Christopher Penn - your research is amazing, and I really enjoyed your keynote.  

And it was so great to hang out with you and share takeaways: 
Anya Ciecierski, Michelle Glennie, Cheryl Salazar, Amiee Keenan, Amy Spencer, Katie Freitas.

No alternative text description for this image

"You're a bot," the prospect said.
"I am not a bot," said the customer service rep.
"That's exactly what a bot would say," he shot back.

One undisclosed AI interaction destroyed this person's trust so completely, he couldn't believe the next human was real.

Someone told me this story yesterday during a sales call when we were discussing the importance of #HumantoHuman.

He called customer service because of a problem with his account. He thought he was talking to a human. But when the issue got complicated, the conversation got garbled and it dawned on him that he'd been talking to an AI the whole time.

He felt deceived.

Next time he called, he reached a real human. But he didn't BELIEVE she was human. He no longer trusted the provider.

She kept insisting she was human. He asked if she was programmed to not know she wasn't human. 

They eventually laughed about it. But the damage was done.

𝗡𝗼𝘄 𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗲𝘃𝗲𝗿𝘆 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲𝗺. Every conversation starts with suspicion instead of trust.

Here's what happens if you try to pass off AI as human:
• Customers feel deceived and manipulated 
• They doubt future interactions...even real humans 
• The relationship becomes transactional at best, 
        hostile at worst

Companies using undisclosed AI think they're being efficient.

In reality, they're efficiently destroying the one thing they need the most: trust.

Your customers aren't stupid. They know when something feels off. And once they realize you've been deceiving them? Good luck getting that trust back.

𝗪𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸𝘀:

Be transparent about AI use. Tell customers upfront when they're interacting with a bot. In many cases, they'll give it a try, because a well-trained AI can respond more quickly. But give them the choice to continue or speak to a human.

Because trust isn't just about one interaction. 
It impacts every interaction after that.

You can use AI to enhance customer service. You can't use it to fake human connection.

This guy's trust is gone. All because one company thought they could automate authenticity.

Have you ever discovered a company was using AI without telling you? Did you trust them afterward?

#HumanToHuman #NoBots

Pen and ink cartoon image of a human talking to a robot. Both are holding a phone to their ears. The robot is looking at a computer screen.  

"You're a bot." 
"I'm not a bot."
"That's exactly what a bot would say."

"I feel like I'm behind. Like everyone else has AI figured out except me."
A CEO friend confided in me yesterday.

I've had similar conversations with 3 other executives last week.

A CMO who's been crushing it for 20 years suddenly doubts everything she knows.

A founder who's run a $10M company for 20 years and feels like a beginner again.

A consultant netting 7 figures a year who wonders if it's all going to come tumbling down before he's ready to retire.

Here's what few are willing to admit...

...We're all feeling it... 

...that gnawing sense that everything we know could be obsolete tomorrow. The AI prompt that worked yesterday? Already outdated. The strategy that killed it last quarter? It's no longer working.

AI is causing the business landscape to feel very uncertain. 

And that's when imposter syndrome raises its ugly head and tells me I'm not up for this challenge.

Here's what I'm learning...

That discomfort I'm feeling? It's not failure. It's awareness.

The ground IS shifting. Nobody—not the loudest voices, not the tech giants, not even the AI itself—knows where it's heading.

We're all in this messy middle together.

And maybe that's exactly where we need to be. Learning in public. Figuring it out together. Admitting we don't have all the answers.

Because the ones who'll thrive aren't those pretending to have it figured out.

They're the ones brave enough to admit they don't.

Anyone else feel like you're winging it and constantly having to adjust?

All year, I’ve been studying CEOs and founders who are turning LinkedIn into their top revenue engine — they attribute 𝟰𝟬–𝟲𝟬% 𝗼𝗳 𝗻𝗲𝘄 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 to their personal profiles.  

The gap between their outcomes and what most people achieve is huge… but the steps they take aren’t complicated. 

And you don’t need a massive audience — just the right one.  

I’m thinking about hosting a hands-on workshop the 𝘀𝗲𝗰𝗼𝗻𝗱 𝘄𝗲𝗲𝗸 𝗼𝗳 𝗝𝗮𝗻𝘂𝗮𝗿𝘆 to share what I’ve learned and help you map out a credibility-building and client-attracting LinkedIn strategy for 2026.  

If enough leaders want in, I’ll run it.  You’ll walk away with: 
• a clear view of what top founders are doing
• how to adapt their approach even if your following is small
• a written plan you can start using immediately

It’ll be a paid session — $𝟯𝟳 𝗳𝗼𝗿 𝗲𝗮𝗿𝗹𝘆 𝗿𝗲𝘀𝗽𝗼𝗻𝗱𝗲𝗿𝘀 — and we’ll get real work done.  

If this sounds helpful, comment “I’m in” and tell me what you’d want to take away from the session.  

If there’s enough interest, I’ll lock it in.

📣 Best way to ensure that you get the announcement of whether we’re doing this and how to join… ⬇️

📬Subscribe to my newsletter. There’s a link below my name at the top of this post.

I get over 50 cold pitches every week between email and LinkedIn. 
But this one made me laugh out loud.

She actually told me she'd pitch-slap if I connected.

"If you accept, I'll send you information about my services."

🤨 

At least she's honest?

She's telling me upfront that she's going to pitch. No pretense of relationship building. No fake interest in my work.

Just straight-up: "Connect with me so I can sell to you."

Would you accept this invitation?

(For the record...I didn't)

𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘃𝗼𝗹𝘂𝗺𝗲 𝗽𝗹𝗮𝘆𝗲𝗿𝘀 𝗮𝗻𝗱 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗯𝘂𝗶𝗹𝗱𝗲𝗿𝘀:

Volume players think "it's working" with:
• 10-20% connect rate
• 1-2% reply rate
  
So they prioritize Quantity over Quality. And the only way to achieve this is to "spray and pray."

I focus on building relationships. Here are my stats:
• 70% connect rate
• 50% engage in dialogue

That's because I prioritize 𝗧𝗿𝘂𝘀𝘁 𝗼𝘃𝗲𝗿 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝘀.

We're not even playing the same game.

BTW - I checked her profile. No "About" section. Zero social proof. She's apparently a freelance sales consultant.

So her profile CAN'T do the selling. If she won't leverage her profile, then her only outreach strategy is "I'll pitch you if you connect."

That's... a choice. 🤷‍♀️

Some people defend this approach. "At least she's being transparent!"

Sure. But being transparently bad at outreach is still being bad at outreach. And it's LAZY.

Your prospects aren't sitting around waiting to be pitched. They're busy. They have packed calendars. They're drowning in messages just like this one.

If you want to stand out, you need to earn attention. Not demand it.

𝗪𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸𝘀:
✅ Lead with respect, not your agenda
✅ Show you've done your homework  
✅ Start conversations, not pitches
✅ Build trust before asking for time

The irony? She probably thinks #HumanToHuman doesn't work.

It does. She's just not doing it.

Do you think her upfront pitch will help or hurt her outcomes?

~~~~~~

I post #MondayMarkups every Monday. Follow the hashtag to find other posts in the series.

Want more tips? Click the link just below my name to get my newsletter.

When someone says "this isn't relevant to me," that's not an invitation to pitch harder.

But apparently this seller missed that day of sales training.

She connected with me because she likes "generous and sharp thinkers." Obvious template, useless message. 

I sent her my standard reply to templates and blank invites.

Then she hits me with this gem of a pitch-slap:

"If I could show you how universities under federal funding pressure have doubled fundraising capacity without adding headcount, would you be open to a quick convo?"

Universities? Fundraising? 
I run a LinkedIn strategy consultancy. 

There is absolutely NOTHING in my profile that would give anyone the idea that I'm connected to universities or federal funding.

I pointed out this wasn't remotely relevant. 

She responded by asking for a meeting: "I'd love to learn about your organization and explain what we do."

𝗧𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗶𝗼𝗻: "I have no idea who you are and am not willing to do my homework, but maybe you can help me figure out if I should be pitching you?"

So I asked the obvious: "Have you even looked at my profile?"

She claims she DID look. Even quotes my content about visibility and trust. Then tries to connect it to... university fundraising?

There's some Olympic-level mental gymnastics. 🤸‍♀️

When I reminded her that I'm not involved in universities or fundraising, she finally gave up...but without acknowleging her error. 

Then she asked me to keep her in mind for referrals. 🤯

𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝘄𝗵𝗲𝗻 𝘀𝗲𝗹𝗹𝗲𝗿𝘀 𝗰𝗼𝗻𝗳𝘂𝘀𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀.

She's apparently spray-and-praying to anyone with "executive" in their profile.

She's too lazy to read the actual response when someone says no.

She pretends to research but can't connect basic dots. (CEO of PropelGrowth ≠ University Administrator) 

Then after wasting both our time, she asks for referrals. 

Because nothing inspires referrals like demonstrating you can't even figure out who's not in your target market.

Here's what actually works for human-to-human outreach:
✅ Actually read profiles before pitching
✅ Don't pitch when it's not relevant
✅ Stop trying to salvage dead-end conversations
✅ Quality over quantity. Every. Single. Time.

Pro tip: If you have to ask your prospect to explain why they might need you, you've already lost.

Ever gotten a pitch that was hilariously off-target like this?

~~~~~~

I post #MondayMarkups every Monday. Follow the hashtag to find other posts in the series.

Want more tips? Click the link just below my name to get my newsletter.

I know that word of mouth has a huge influence on my sales. But I’ve never considered adopting an intentional process like this.

15+ Year B2B Marketing Leader Turned Founder | ABM, Field Marketing & Events, Influencer Marketing & More | DM Me to Learn More

Buyers trust their network 5x more than they trust you.

Yet we still cold call and pray.

I mapped the people around every deal we closed. Same 4 types showed up every time.

Here's who actually influences your deals:

𝗦𝘁𝗲𝗽 1: 𝗠𝗮𝗽 𝘁𝗵𝗲 𝘀𝘂𝗿𝗿𝗼𝘂𝗻𝗱

Stop focusing on the buyer. Look at who's around them:
- Current customers in their network
- Consultants they work with
- Peers at similar companies
- Former colleagues they trust

We found 73% of our deals had a customer whispering in their ear.

We just never knew it.

𝗦𝘁𝗲𝗽 2: 𝗧𝗵𝗲 𝗳𝗼𝘂𝗿 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝘁𝘆𝗽𝗲𝘀

𝗧𝗵𝗲 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗼𝗿 - Usually a current customer. They confirm you don't suck.

𝗧𝗵𝗲 𝗚𝘂𝗶𝗱𝗲 - Consultant or advisor. They shape requirements (usually in your favor if you know them).

𝗧𝗵𝗲 𝗣𝗲𝗲𝗿 - Someone at a similar company who did what they're trying to do.

𝗧𝗵𝗲 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻'𝘀 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻 - Person your internal champion trusts most.

Find these four. Game changes.

𝗦𝘁𝗲𝗽 3: 𝗚𝗲𝘁 𝘁𝗵𝗲𝗿𝗲 𝗳𝗶𝗿𝘀𝘁

Before you pitch:
- Ask your customers who else they know at target account
- Check LinkedIn for mutual connections
- See which consultants work with them
- Find the Slack groups they're in

One deal: Found out prospect's advisor was our customer.

One intro. Deal closed in 2 weeks.

𝗦𝘁𝗲𝗽 4: 𝗔𝗿𝗺 𝘆𝗼𝘂𝗿 𝘀𝘂𝗿𝗿𝗼𝘂𝗻𝗱

Give these people:
- Stories to share
- Data to reference
- Intros to make
- Reasons to mention you

We created a "customer council" just so they'd know each other.

Now they sell for us without us asking.

Deals through network: 67% close rate.
Cold outreach: 2% close rate.

Stop selling to people.

Start selling through people.

Here’s the uncomfortable truth…

When you see those words in a post, do you leap to the conclusion that the post was written by AI?

Does that impact the way you feel about the content? 

Does it impact your trust?

I ask because I just came across some posts from someone I trust. 

He is a well-known thought leader who I used to follow, but lost track of over the past 5-6 years.

I just visited his profile and read some of his most recent posts. 

All of them appeared to be written by AI.

I’m not sure how to feel about that. 

But I find myself questioning:

• Were they his unique ideas? 
• Or was it written without his involvement?


(No AI was involved in writing this post, but I do use it regularly)

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Louis Grenier 🤘

Candyce. Edelen

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The Battle

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Candyce. Edelen

Followers

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Likes

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