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Louis Grenier, Author of Stand the F*CK out in marketing, shares how to understand consumer behaviour

How to stand out with your marketing

In this episode of our marketing podcast Avidly Talks, Paul interviews the one and only Louis Grenier, a marketing coach and author of 'Stand the F*ck Out.' Louis shares his journey of writing the book, the challenges he faced with publishing, and the emotional impact of the process. He discusses his marketing strategies for promoting the book, insights on effective marketing practices, and the importance of understanding customer needs. The conversation also touches on common pitfalls marketers face, particularly the feeling of overwhelm, and how to overcome these challenges through foundational insights and effective positioning. In this conversation, Paul and Louis delve into the intricacies of effective marketing strategies, emphasizing the importance of understanding market positioning, creating meaningful differentiation, and leveraging customer triggers. They discuss the shift back to foundational marketing principles amidst a rapidly changing landscape, highlighting the significance of emotional needs and irrational struggles in consumer behavior. The dialogue culminates in practical advice for marketers to channel existing demand and focus on core principles rather than getting lost in trends.

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Takeaways from this episode:

  • Louis Gagnier emphasizes the importance of writing a book that one can be proud of.
  • The journey of writing 'Stand the F*ck Out' took three years due to extensive research and methodology development.
  • Louis faced significant challenges with a hybrid publisher, including a financial loss of $36,000.
  • He decided to focus on positive energy rather than dwelling on setbacks during the publishing process.
  • The book serves as a foundation for Louis's business and marketing strategies.
  • Louis has successfully sold $35,000 worth of book packages through his website.
  • 'How Brands Grow' is highlighted as a must-read marketing book.
  • Overwhelm is a common issue for marketers, often stemming from information overload.
  • Returning to first principles is crucial for overcoming marketing overwhelm.
  • Understanding customer insights is essential for effective marketing and positioning. Understanding your market positioning is crucial for clarity.
  • Meaningful differentiation helps in solving unique customer problems.
  • Identifying customer triggers can drive demand effectively.
  • The marketing landscape is shifting back to foundational principles.
  • Emotional needs often outweigh rational ones in consumer decisions.
  • Irrational struggles can reveal deeper customer insights.
  • Channeling existing demand is more effective than trying to change minds.
  • Focus on foundational marketing principles to reduce overwhelm.

Chapters 


00:00 Introduction to Louis Gagnier and His Book
05:48 The Publishing Experience and Challenges Faced
12:01 Marketing Strategies for 'Stand the F*ck Out'
18:01 Common Pitfalls in Marketing and Overcoming Overwhelm
24:00 Positioning and Branding in B2B Marketing
30:09 Creating Meaningful Differentiation
39:07 Navigating the New Marketing Landscape
44:09 Identifying Irrational Struggles
54:43 Foundational Marketing Principles