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Don’t Persuade Harder; Resonate Stronger: How to Build Messages That Truly Connect -- Ft. Dr. Michael Gerharz, Host of the Irresistible Communication podcast
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Why Good Marketing Often Falls Flat
Have you ever launched a marketing campaign that seemed to follow all the right rules—sharp copy, clear calls to action, even a sleek design—only to realize… it didn’t connect? Maybe the message felt off. Maybe no one engaged. You’re not alone.
In this episode of the Mindful B2B Marketing podcast, communication coach Dr. Michael Gerharz joins us to help flip the script. Instead of trying to persuade harder, Michael teaches us how to resonate stronger. Because when your message resonates, you don’t have to push—it pulls people in.
Meet Michael Gerharz
Dr. Michael Gerharz is a communications coach with a background in computer science. With nearly two decades of experience, he now helps leaders and marketers transform their communication into a strategic advantage. He’s the author of The PATH to Strategic Impact, host of the Irresistible Communication podcast, and the creator of the “Leaders Light the Path” manifesto.
But what makes his approach different is this: Michael doesn’t focus on tricks or tactics. He teaches us to speak with clarity, honesty, and purpose—to create messages that shift how people see the world.
How to Build Resonance Step by Step
Michael shared a simple but powerful step-by-step process:
1. Talk to Real Customers
Get out of the meeting room and into real conversations. Don’t guess what your audience wants—ask them. Sit down, have a coffee, go for a walk, hop on a Zoom call. It’s in these moments that the real insights emerge.
2. Listen With Openness
Most marketers listen for confirmation. Instead, listen for truth. Are people actually agreeing, or just being polite? Are they hesitating? Use their words—not yours—to shape your message.
3. Test What Resonates
Michael doesn’t use spreadsheets or analytics to test messaging. He watches for reactions. A resonant message is one that makes people pause. It feels obvious in hindsight. It sticks with you. And when others repeat it back, you know you’ve hit something real.
4. Treat Messaging as a Continuous Cycle
Don’t think of communication as a one-and-done event. It’s an ongoing process of testing, refining, and learning. You might never be “finished,” and that’s okay.
Give feedback on this episode by sending the host a text message.
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