Ok so you want to up your marketing game and you are looking for recommendations where to start.

Here is the first post of a serie where I share with you what I think are the best references and guiding principles in marketing.

This is stuff I have collected, read and applied over the course of more than 10 years and I will probably keep updating it as time pass.

The fact that it took me 10 years to collect and deploy this knowledge doesn’t mean it will take you the same amount of time, but it sure should give you the feel that it is no quick n dirty fix either. So if you are here to get the 5 steps to get rich, you might be a little disappointed.

Markets are conversations.

This understanding – together with an 94 other points described in the Cluetrain Manifesto is the foundation of proper marketing.

Markets are conversations. Conversations who lead to exchanges of opinions, goods and services. Conversations happening in one-to-one face-to-face in person meeting, or happening in conferences, open-doors events, or through telemarketing campaigns, of social-media conversations, blogs, youtube videos.

The more people you include in the conversation, the more exposure you get, so the more chances to sell you get.

The more you also get chances to learn where you went wrong and how you can improve.

Why does it matter?

Because as much as this might sound obvious, a tendency for short term vision fuelled by a lack of patience drive people to ignore the conversation and turn quickly their marketing effort into bad advertising or worse sort of spams, fooling themselves that this is kinda of helping anybody.

This kind of behaviours by the way is what give bad rap to marketing.

That’s also why 90% of people trust recommendations by friends and less than 15% trust ads.

Don’t ask me where I got these numbers I don’t remember, but I am sure you can google that yourself and even without Google, you can agree with me that it makes sense.

Some marketing campaigns are so bad it looks like starting a tinder conversation by asking to send nudes.

So, do me a favour and read the Cluetrain manifesto, you won’t regret it.

If you’re in a hurry, here is a 4 min video is doing a nice job at summarizing the concepts – it contains a few wild approximations, but hey, we can’t be too harsh when you have that short amount of time to information ratio.

In the next posts in this series, I’ll probably cover a few other key principles and then we’ll move to funnel design and more technical aspects of marketing and campaigns.

Also read this piece by tim ferris : How to Write a Bestselling Book This Year — The Definitive Resource List and How-To Guide

I just woke to a post in some fb group with a mashup of the latest Burger King twitter roast and thought I should start documenting these… so I downloaded that…



Not to anybody.

You cannot be interesting to anybody.

Whatever medium you are using to express yourself – it won’t work with every human being.

So instead of trying to please the world – go make sure the people your information is intended to reach – actually catch their attention.

If you don’t know – just pick one and go with it.

You will have an other opportunity tomorrow to write for the other crowd you have ignored today.

Content lose its impact when you try to talk to too many people at once.

If you don’t know what the people you want to reach care about – try something and throw it out there.


Internet is a place for conversation.

You don’t make more conversation happen if you shut up.

Best conversations are always the ones we start.

Just don’t try to talk to everybody at once or even say everything at once.



Nextcloud is an awesome solution to create and manage your own cloud – you should really check them out if you have never heard of them.

Here we have a quick look at the newsletter confirmation – an always challenging issue for open rate and engagement with your users. I found this one pretty good – so I have added to the #justAnExample collection

Why is it good?

  • It gets personal

It gets personnal real quick – which force you to care about that guy who is writing to you. I think it is an underrated way to communicate with your audience. Too often businesses are very impersonal and you never know the name of the person writing to you – including in the newsletter and that’s a shame. Not that it is right in every case – but I do think a lot more should be doing it – especially – but not only – SMBs.

  • Text!

No fancy graphics – just a plain text email – which I think sometime help convey better the information than an over crowded branded email with graphics all over the place.


So that’s it – just wanted to get this out there – and have it in the collection 🙂


#JustAnExample is a series where I share some interesting UX / UI and smart copy for your inspiration (and my archive of references).

Asking for donations is never easy.

Well, the Canary found a nice way to phrase it.


Why is good?

  • It gives perspective
  • Make you realise that spend money more on dumb shit – so you might as well give them so of it

Side note: I didn’t give them any money. I didn’t even know this paper before I stumbled upon on an article that I can’t even remember what was the topic. Still, the copy used for their call-to-action is actually cool.





But that's still a good stock photo for this article...

Millenials (people born after 1980 and before 2000) are defined as :

  • lazy
  • entitled
  • unattached
  • not motivated by money
  • want more holidays
  • more horseshit

The point of this post is to share a truth more and more commonly agreed upon: Millenials are not real.

“Millennials” as a concept is mainly a huge pile of crap.

And I just stumbled upon wonderful talk by Adam Conover, and I think he made the point pretty brilliantly so please what the talk down there.

But I have also tried to extract some of his point in this article because that’s really the essence of the 20 min.

TL;DR : People bash young generations. Every time. For centuries. Period.



Just more cute infographics that mean nothing


The reality is that Millennials (people born from 1980-2000) are not more nor less lazy than the generation before them.

However, what seems to be true is the obsession older generations have over the youth and how permanently disappointed they seems to be.

Hesiod, a a greek poet, contemporary of Homer (the guy who wrote of the Iliad and the Odyssey – if this ring a bell) wrote a few centuries ago about its younger contemporaries:



It is a pattern.

People are trying hard to bash the young generations.

Either because they do not understand them, or because it helps people feel more confident about their own dominance and social status.

(I tend to think the power struggle is real: and comforting a position for which people have worked hard for years is a vital need for every generation. And therefore, as people get older it is easier to go down the narrative that will try to single out the young generation and just complain about them…)

1968 – LIFE magazine is publishing an article to documenting the conclusion of conversations between Ernest Fladell and his nephew, in an attempt to bridge the generation gap. Fladell POV: the young people do not understand the meaning of earning a living… 

Then again, in the 1976, it seems like everyone is turning again into an entitled generation:

Let’s do that again in 1990 – post-boomer generation – soon to be called the “millenials” are tagged “Lazy” (I am sure Hesiod would have agreed…)


By now, you got the point.

Millenials are just people and that what the whole talk of of Adam Conover : “Millenials don’t exist” is about – but really worth a watch… he is really funny and provide much more details that I did here.

If you still have some energy, I’d suggest you check this interesting analysis published on the Irish Time “Young people have been letting us down since time immemorial”


The funny part: putting generations in a box never seems to stop.

Brace yourself, the new wave of horsecrap is coming – like this article of Business Insider : “Millenials are old news – everything you need to know about Gen-Z”

So I guess, we will soon have more article about Gen-Z being narcissistic and self-centered, lazy, and arrogants and what not.



 * Edit * 

From feedback I got (mainly from marketing folks) – I realised maybe there was room for confusion in the core message of the article. See, I am not saying segmentation is not a thing – nor am I saying cultural patterns of consumption do not exist – and yes, you can find a correlation between age and adoption of these patterns of consumption.

But the hype of Millennials – as if they were people completely foreign to human race – a lazy egocentric P.O.S equipped with a smartphone – is total BS – and what I see from board meetings to casual client reactions – is that when people talk about Millennials they usually refer prejudiced stereotype and not to the nuanced and carefully crafted marketing persona..



#JustAnExample is a series where I share some interesting UX / UI and smart copy for your inspiration (and my archive of references).

Here today we have a newsletter done by Derek Powazek – veteran startup guy now growing vegetables in a farm.







Why this is good :

  • Transparency
  • Empathy
  • Humor



Sharing his lack of clarity, being very honest from the beginning is a good way to get your people to trust you.


Confirmation email sucks. He didn’t shy away from it, he owns it and agree with us while try to spin it in a nice way.


Well – micro-jokes are always good.


Clearly, it is not the only way to do it, but it is one that’s really interesting.

#1 – Pay attention to your photo

Your profile is 21 times more likely to be viewed if you have a profile photo.

That’s also the first thing people will use to get a first understanding of who you are.

So, make sure your photo is clean and broadcast the kind of feeling your want – not just the photo you had available while doing your account.

#2 – Pay attention to your headline

Your LinkedIn headline matters because :

  • it is the first thing people see that define what you do
  • it helps people find you.

Some tips:

  • Be specific .
  • Incorporate relevant keywords

Don’t say “Marketing Rep,”

But say “Marketing Executive/Growth Strategy/Channel Development.” or “Marketing Leader/Sales Generation Specialist.

#3 – Pay attention to your LinkedIn Recommendations

It is easy to get recommended.

But you need to ask for it.

Do it.

By phone, or face to face – better than just by email or by pressing the “request recommendation” button.

#4 – Pay attention to your feature skills and endorsements.

We all know these skills does not represent your true potential

Yet, people pay attention to it.

And it helps to get you traffic to your page.

So think about it.

#5 – Pay attention to add photos and videos to your profile

A picture is worth a 1000 words.

Well, it is true on LinkedIn too.

You can feature content.

So do it.

Think about strategically – like you would for a landing page.

#6 – Use SlideShare

Pay attention to  SlideShare.

SlideShare presentation platform is a part of the LinkedIn ecosystem (a bit like Instagram is a part of Facebook)

It is a separate community but it will get you traffic to your profile and vice versa – will give quality content to your profile.

#7 – Blog with LinkedIn Publisher.


The more content you produce the more likely you are to get noticed.

Writing is for everybody.

Salesman, designer, programmer, engineer, supply-chain manager, everyone can write.


Then keep doing it.

Paul Copcutt: LinkedIn -Where your sales and marketing meet

And also how can piñada and LinkedIn help to sell accounting services…


Become a LinkedIn Search Ninja

Spend 3 days to find valuable information on LinkedIn search.

Found it.


Social Selling by LinkedIn with LinkedIn

This lady kicks ass.

Very good video on social selling.