How To Effectively Talk To Your Community, Michael Passanante, TBJApodcast 196
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How to effectively talk to your community and how to stop wasting your time by marketing to the wrong people. Michael Passanante shares how to make your message concise, valuable, and emotion-based. Plus, why you can’t assume.

Michael Passanante has two decades of experience launching products and services into B2B markets. He has held a variety of positions in marketing, product management, and sales in multibillion-dollar global organizations and smaller privately owned companies.

Michael is the author of The Product Launch Primer and recent winner of the Bright Bulb B2B Marketing Award for Best Small Team In-House Campaign of the Year. He holds an MBA in Management and a BS in Marketing from Rutgers University. Michael blogs at


Think Like A Journalist Quote
In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last. –John Romero

Success Tip or Quote
Just get started…don’t worry about if you have the resources.

Career Highlight
Michael started out in marketing. He earned his MBA in management and markets in the healthcare industry. Hear about the B2B award that is a recent highlight of his career.

When It Didn’t Work!
Michael started a new job. There was a product in his portfolio that wasn’t doing well. Hear his story about when it didn’t work and why this product wasn’t performing.

Persistence vs. pivot. Know when to make a change.

How To Effectively Talk To Your Community

  1. Know, believe, do!
  2. Don’t forget that you’re marketing to people even if you’re marketing to the B2B industry.
  3. Use emotion-based marketing.
  4. No assumptions: don’t assume that your audience knows what you’re talking about. Your customers may not be as educated about the product. Make them understand first to see greater success.
  5. Don’t rush through your work… People find the time to do it right the second time around. Instead, get it right the first time. Find the extra time to get it right.
  6. Don’t get burned by delivering something that’s not quite right.

Multimedia Resource


Social Media Examiner with Michael Stelzner

Mentioned In This Episode

Big Magic, Elizabeth Gilbert

TBJA 128 Michael Stelzner On Social Media & The Future Of Branded Content


Twitter @Launch_Catalyst

Launch Catalyst Website

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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