Todd Clouser
The Worst Marketer in the World
Todd Clouser builds a B2B SaaS content marketing audience by mixing self-deprecating humor with tactical frameworks, posting 14.4 times per week with a 24% conversation rate. His most distinctive move is weaponizing personal vulnerability (unemployment, job transitions, failures) as the hook to deliver credible marketing advice.
14.4/wk
187 posts in 30d
130
avg per post
24%
comments / total
0.7%
reposts / total
story
Sun · 7 PM CET
Voice & tone
Todd writes like a friend who's brutally honest about his own mistakes while simultaneously teaching you how to avoid them. He uses casual language ('Weeeell,' 'Pardon my millenial, but...'), self-roasting humor ('unemployed drain on society'), and direct address to create intimacy. The tone oscillates between irreverent and instructional, never letting readers feel lectured.
Signature phrases
- “Pardon my millenial, but...”
- “We used to call that [X]”
- “It's a good thing that [sponsor] or we may have continued to think this was hard”
- “and learned just how easy it is to prove the ROI of content if you take 30 seconds”
- “because if you don't, we're not friends anymore”
- “Weeeell, the past year has been one hell of a run”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
The past month of unemployment has been quite enlightening. I've; - sampled countless artisinal coffees including Folgers "Breakfast Blend" and "Black Silk" - discovered some hidden gems that you've def never heard of like "Rich Dad Poor Dad" and "Atomic Habits" - expanded my palette with exotic foods from far off places - and learned just how easy it is to prove the ROI of content if you take 30 seconds to play with the tools that the RevOps teams has. It's a good thing that Default sponsored this video or we may have continued to think this was hard. Just steal my workflow from the video. To create automated workflows for your reps, check out Default. And use my UTM, because if you don't, we're not friends anymore: https://lnkd.in/ei6QCH4d
The hook 'The past month of unemployment has been quite enlightening. I've' stops scroll because it signals a personal confession (vulnerability) and leaves the sentence incomplete, forcing readers to keep reading to find out what he discovered. The word 'enlightening' is also unexpected for unemployment, creating cognitive dissonance that pulls attention.
Numbered list (4 items) where the first three are absurdist humor (Folgers coffee, reading famous books, exotic foods) and the fourth pivots to the actual value (proving ROI of content in 30 seconds). The structure delays the payoff, keeping readers engaged through the joke setup.
- Exaggeration and false discovery (treating obvious things like 'Rich Dad Poor Dad' as hidden gems) to signal self-aware humor
- Parenthetical aside ('I mean consultant') that breaks the fourth wall and adds another layer of self-roasting
- Direct command with emotional stakes ('Just steal my workflow') that makes the CTA feel like insider advice, not a sales pitch
- Friendship-based CTA ('because if you don't, we're not friends anymore') that gamifies the UTM link and makes sharing feel personal
The CTA combines a sponsor mention, a direct instruction to steal the workflow, and a jailbreak-style UTM demand that reframes compliance as friendship. This drives comments because readers feel both entertained and obligated to engage with the joke.
Bury your actual value (the ROI proof) inside a joke structure so readers feel like they earned the insight rather than being sold to.
The past month of unemployment has been quite enlightening. I've; - sampled countless artisinal coffees including Folgers "Breakfast Blend" and "Black Silk" - discovered some hidden gems that you've def never heard of like "Rich Dad Poor Dad" and "Atomic Habits" - expanded my …
The hook 'I am honored, humbled, and so thrilled to announce that I am accepting the role of content creator at Clay!' uses corporate announcement language (the three-word emotional stack: honored, humbled, thrilled) which readers expect to be sincere. The immediate follow-up ('No, this does not mean I will be giving up my full time role as an unemployed drain on society') subverts that expectation with self-deprecation, making the announcement feel like a joke rather than a flex.
Announcement format with three nested jokes: (1) the unemployment callback, (2) a meta-joke about being forced to post ('Obaid didn't force me to post this. *hard double blink*'), and (3) a post-script that instructs readers how to comment in a way that benefits Clay. The structure is deliberately loose and conversational, not polished.
- Subversion of corporate tone through immediate self-roasting
- Meta-commentary on the announcement itself (acknowledging the artificiality of the post)
- Instruction to readers on how to comment ('don't say congrats, instead comment...') which gamifies engagement and makes readers feel like they're in on a secret
- GIF reference that's intentionally broken ('[INSERT *JUMPING YAY! ANCHOR MAN* GIF]') which adds authenticity through imperfection
The P.S. is a reverse psychology CTA that tells readers NOT to congratulate him, but instead to make a specific comment that benefits Clay. This drives comments because it feels like a dare or inside joke, not a traditional ask.
Use corporate language as a setup for a joke, not as the actual tone of your post. Readers engage more when they feel like they're laughing at the format, not following it.
I am honored, humbled, and so thrilled to announce that I am accepting the role of content creator at Clay! No, this does not mean I will be giving up my full time role as an unemployed drain on society...I mean consultant. And no, Obaid didn't force me to post this. *hard dou…
The hook 'Pardon my millenial, but...' signals that a generational observation is coming and that the tone will be self-aware and humorous. It's a permission slip that tells readers to expect irreverence. The quote that follows is a real statement from Meta's VP of generative AI, which gives the post credibility and makes the critique feel earned, not just opinion.
Quote-and-critique format: pull a real statement from a credible source, then deliver a one-liner that reframes it as a known problem. The structure is minimal (no bullet points, no list, just two elements), which makes the punchline land harder.
- Attribution of the quote to a named executive, which adds authority and makes the critique feel like it's aimed at a real person, not a strawman
- One-line reframe ('We used to call that spam Connor') that's short enough to be memorable and quotable
- Implied expertise (the 'we' suggests Todd has seen this pattern before) without stating credentials
There is no explicit CTA. The post ends on the punchline, which is the most powerful move. Readers feel compelled to comment to either defend Meta, agree with Todd, or add their own critique.
A strong one-liner that reframes something as a known problem is more powerful than a long explanation. Let readers fill in the gaps with their own experience.
What drives their engagement
Todd's posts drive comments (24% conversation index) because they invite debate or completion. His critiques ('We used to call that spam') and his instructions on how to comment ('don't say congrats, instead comment...') make readers feel like they're participating in a conversation, not consuming content. The self-deprecation also lowers the barrier to criticism, so readers feel safe disagreeing or adding their own takes.
Reposts are low (0.7%) because Todd's content is highly personal and opinionated. It's designed for direct engagement (comments and likes) rather than amplification. Posts that are most likely to be reposted are the ones with universal frameworks (numbered lists, problem-solution) rather than personal narratives.
Low. Todd optimizes for immediate engagement and conversation, not evergreen reference material. His posts are tied to moments (job changes, announcements, current events) and his voice is so distinctive that readers engage in real-time rather than saving for later.
Content pillars
Personal Narrative + Lesson
30%Life events (unemployment, job changes, conferences) become the frame for teaching content strategy and ROI measurement
Problem-Solution Frameworks
29%Identifies a specific marketing problem (proving ROI, creating workflows, building audiences) and walks through a replicable solution
Numbered Lists with Humor
11%Structured takeaways disguised as funny observations, mixing real insights with comedic filler to lower the barrier to engagement
Industry Critique
15%Calls out buzzwords, bad practices, or corporate speak (e.g., 'We used to call that spam Connor') with sharp one-liners
Sponsored Integration Announcements
15%Product launches or sponsorships reframed as self-aware comedy, with explicit CTAs and UTM codes embedded in the humor
Hook patterns
Humorous Anecdote
Personal situation (job loss, discovery, embarrassment) + exaggerated list of mundane or absurd outcomes
“The past month of unemployment has been quite enlightening. I've sampled countless artisinal coffees including Folgers 'Breakfast Blend' and 'Black Silk'”
→ Vulnerability disarms readers and the self-deprecation signals this won't be a sales pitch; they stay to see the punchline and actual value.
Bold Statement with Elongated Spelling
Casual opening word (Weeeell, Pardon) + major life announcement or contrarian take
“Weeeell, the past year has been one hell of a run.”
→ The drawn-out vowel creates a conversational tone that feels like a friend leaning in to tell you something real, not a corporate announcement.
Intriguing Question Disguised as Critique
Quote a public figure or company statement, then flip it with a one-liner that reframes it as a known problem
“We used to call that spam Connor.”
→ Readers feel smart for getting the critique and want to comment to validate their agreement or debate the take.
Relatable Millennial Phrase
Self-aware generational language ('Pardon my millenial, but...') + observation that feels both funny and true
“Pardon my millenial, but... [quote about AI spam]”
→ In-group language creates belonging and signals the post will be entertaining, not preachy.
Statistic Shock with Credential Drop
Humble-brag achievement (700k YouTube subscribers, $7M pipeline) buried in a list of other accomplishments
“Drove $7M+ in qualified pipeline through content... Built a YouTube channel from 0-700k subscribers”
→ The casual placement of major wins feels authentic and makes readers curious about the full story, driving comments.
Announcement with Self-Aware Humor
Major career news + immediate joke undercutting the seriousness + meta-commentary on the announcement itself
“I am honored, humbled, and so thrilled to announce... No, this does not mean I will be giving up my full time role as an unemployed drain on society”
→ Readers expect corporate tone and get comedy instead, which feels refreshing and makes them want to share the irreverence.
Top-performing hooks
“The past month of unemployment has been quite enlightening. I've;”
→ The post uses humor and relatable experiences to draw the reader in, then seamlessly transitions into promoting a product that solves a common problem. The clear call to action with a personalized UTM
“I am honored, humbled, and so thrilled to announce that I am accepting the role of content creator at Clay!”
→ The post uses humor and self-deprecation to make a potentially dry announcement more engaging. The unusual call to action encourages comments and boosts visibility.
“Weeeell, the past year has been one hell of a run.”
→ The post highlights impressive achievements with quantifiable results, establishing credibility and attracting potential employers or clients. The clear call to action and specific requirements for th
“Pardon my millenial, but...”
→ The post leverages a relatable, humorous hook and a contrarian viewpoint on a current industry trend (AI integration on social platforms). It sparks debate by questioning the potential negative implic
“Every time I see a "started a new position" post on LinkedIn, there's only two things I scroll through to see. So I'll just leave it at that:”
→ The post clearly outlines the author's new role and responsibilities in a structured, easy-to-digest format. By highlighting specific initiatives and inviting engagement, it builds authority and encou
“One month ago today I was heading into the hospital for a kidney transplant, three weeks into starting a new role.”
→ The post combines a deeply personal and vulnerable story with a positive message about workplace support, creating an emotional connection with the audience. Sharing a health journey and advocating fo
“I showed this video to multiple people.”
→ The post leverages the shock value of undetectable AI to spark a debate about its ethical implications. The open-ended questions encourage audience participation and diverse perspectives.
“I'm not a 6x CMO or 0-$1B unicorn founder, but I kinda feel that way after last week.”
→ The post uses a humblebrag hook to draw the reader in, followed by a compelling story of exceptional hospitality. It builds authority by showcasing the author's speaking engagement and the value they
“Thank you.”
→ The post leverages social proof by highlighting the rapid response to the author's job search announcement. Expressing gratitude resonates with the audience and fosters a sense of community.
What works
- Humorous anecdote hooks average 599 engagement (4.6x the baseline of 130). Todd's top post used this format by opening with unemployment and fake discoveries. The pattern works because vulnerability + humor = trust + curiosity.
- Numbered lists (11% of posts, 164 avg engagement) outperform the baseline by 26%. The format works for Todd because it makes tactical advice feel digestible and gives readers multiple reasons to stay engaged (they want to see all the items).
- Self-aware sponsorship integration (posts 1 and 3) drives high engagement because Todd acknowledges the artificiality of the promotion and makes fun of it. The UTM demand ('because if you don't, we're not friends anymore') reframes a tracking link as a joke, not a sales move.
- One-liner critiques ('We used to call that spam Connor') drive engagement because they're quotable and invite debate. They're short enough to be memorable and specific enough to feel earned.
- Personal credential drops buried in lists (e.g., '$7M+ in qualified pipeline' mentioned casually among other accomplishments) work because they feel like humble-brags rather than boasts. Readers are more likely to engage with credentials that feel accidental.
- Instruction-based CTAs ('don't say congrats, instead comment...') drive comments because they feel like dares or inside jokes. Readers follow the instruction to feel like they're part of an in-group.
Steal this for your own LinkedIn
- Start your next post with a personal vulnerability or life event (job change, failure, discovery) and delay the actual lesson by 2-3 sentences. This pattern stops scroll and makes readers curious about the payoff.
- Use exaggeration and false discovery in your opening list items (treat obvious things as revelations) to signal humor and lower the barrier to engagement. Readers will stay to see where the joke lands.
- End a post with a one-liner that reframes something as a known problem, rather than explaining it in detail. Let readers fill in the gaps with their own experience and they'll comment to validate their understanding.
- Instruct readers how to comment or engage in a way that feels like a dare or inside joke ('don't say X, instead say Y'). This gamifies engagement and makes readers feel like they're part of a secret.
- Post 14+ times per week on a consistent schedule, even if some posts are short or experimental. Frequency allows you to test hooks and formats rapidly and keeps you in the feed.
- Bury your biggest credentials or achievements in a casual list, not in a headline. Readers engage more with humble-brags than with explicit boasts.
Compare Todd with…
vs Ross Simmonds
Ross Simmonds vs Todd Clouser: Authority beats humor on LinkedIn reach
vs Chris Walker
Chris Walker vs Todd Clouser: Authority versus Approachability on LinkedIn
vs Peep Laja
Peep Laja vs Todd Clouser: Authority or Approachability on LinkedIn
vs Charlie Phillips
Charlie Phillips vs Todd Clouser: Values or Vulnerability?
vs Tibor Olgers
Tibor Olgers vs Todd Clouser: Philosophical depth beats posting frequency
vs Roel Willemse 🟡
Roel Willemse vs Todd Clouser: Cultural observer beats tactical machine
Get the full Todd Clouser playbook
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Posting patterns
Todd posts 14.4 times per week with perfect consistency (187 posts in last 30 and 90 days), which means he's posting multiple times per day, every single day. This frequency keeps him in the feed and allows him to test different formats and hooks rapidly.
Sunday at 6 PM UTC performs best. This timing suggests his audience is checking LinkedIn during evening wind-down or early morning prep, likely in US time zones (EST/CST).
Medium-length posts (80-180 words) perform best with 167 average engagement, followed closely by short posts (30-80 words) at 133 engagement. Posts over 350 words drop to 105 engagement. Todd's best posts are tight and punchy, not rambling. The numbered list format (which averages 164 engagement) works because it breaks up text and makes longer posts feel scannable.
Engagement by day
Content mix
avg 137 engagements per post
avg 110 engagements per post
avg 164 engagements per post
avg 130 engagements per post
avg 62 engagements per post
avg 146 engagements per post
Todd's 30% story format and 29% problem-solution format work together to build trust and credibility. Stories make him relatable and vulnerable, while problem-solution posts prove he can teach. The 11% numbered list format acts as a high-engagement accelerant that breaks up the feed and gives readers a reason to stop and read. This mix prevents audience fatigue because no single format dominates, and it allows Todd to test new hooks and angles constantly without alienating readers.
