# How to Craft Messaging that Resonates with the Right Customers

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-08-03
- Length: 33m
- Episode: 113
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-666fce2f-e0ba-4517-a3b8-b77376b524b6

## Summary

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, explains how mid-size B2B manufacturers can avoid spreading marketing resources too thin by focusing on specific customer segments. He outlines a process for identifying buying process influencers, such as plant managers, and using customer interviews to uncover their specific pain points and desired future states. Sullivan advocates for shifting messaging from self-promotion to customer-centric narratives, referencing frameworks from Mike Weinberg’s 'New Sales Simplified' and Donald Miller’s 'Building a StoryBrand' to craft resonant brand stories.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Introduction: The Problem with Targeting Everyone
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Strategic Focus: Grids for Growth and Profitability
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) The Snowball Effect of Focusing Marketing Resources
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Identifying Buying Process Influencers and Pain Points
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Conducting Customer Interviews to Uncover Insights
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Crafting Customer-Centric Messaging: The 'Who We Help' Page
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Frameworks for Brand Narrative: Weinberg and Miller
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-08-03-how-to-craft-messaging-that-resonates-with-the-right-customers#t=51) Consistent Application of Brand Narrative Across Channels

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla 76 (company)
- New Sales Simplified (other)
- Building a StoryBrand (other)

## Related episodes from other shows

- [143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-06-27-143-how-to-identify-and-speak-to-your-ideal-customer-with-emily-joann-wilkins-fo) (Manufacturing Happy Hour)
- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)
- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [290: Why Danny Gonzales Thinks Manufacturing Has a Storytelling Problem](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2026-06-02-290-why-danny-gonzales-thinks-manufacturing-has-a-storytelling-problem) (Manufacturing Happy Hour)

## Citing this page

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