Episode 52 - Lew Weiss on How Manufacturing Talk Radio Transformed His Metals Distribution Business

Manufacturing Talk Radio Quickly Morphed From an Experiment to an Industrial Marketing Juggernaut that Drove 30% Growth in Sales - Lew Weiss in Episode 52 of the Industrial Growth Institute Podcast

Summary

Lew Weiss, founder of All Metals and Forge Group and Host of Manufacturing Talk Radio joins Ed to share his extensive experience in industrial sales and marketing.

Lew discusses the evolution of sales over the decades, his early adoption of the internet, and the significant impact of achieving ISO certification on his business.

He also reflects on the creation of Manufacturing Talk Radio, emphasizing the importance of providing valuable insights to manufacturers. The conversation highlights:

• Lew's innovative approach to marketing and his ability to adapt to changing industry landscapes
• his journey in podcasting
• the impact of his show on his business
• transition from audio to video
• challenges of monetization
• importance of consistency
• the value of educating the audience, and the need for commitment and patience in building a successful podcast.

Weiss also reflects on the surprises encountered during business transactions and the balance between work stress and passion for the industry.

Takeaways

• Lew Weiss founded All Metals and Forge Group in 1972.
• He embraced innovative marketing strategies throughout his career.
• The internet revolutionized his approach to business.
• ISO certification significantly boosted his company's credibility.
• Marketing has always been more important than sales in his experience.
• Manufacturing Talk Radio was created to provide insights to manufacturers.
• He recognized the need for continuous reinvention in business.
• Lew's unique branding with the yellow jacket made him recognizable.
• He generated substantial leads through his website.
• The podcast gained significant traction, with high download numbers. Sales at All Metals and Forge Group increased by over 30%.
• Consistency is crucial for podcast success.
• Transitioning to video-enhanced audience engagement.
• Syndication expanded the reach of the podcast.
• Monetization in podcasting is challenging but necessary.
• Surprises in business transactions are common.
• Passion for the work helps manage stress.
• Understanding industry buzzwords is essential for success.
• Rewards from podcasting can be significant over time.
• Educating buyers is vital in today's market.

Takeaway Quotes from Lew Weiss

• "Consistency is key in podcasting."
• "The rewards will come back in spades."
• "Educating your buyer is of colossal importance."

Check out Lews's Manufacturing Talk Radio website.

LinkedIn: Lew Weiss and Ed Marsh

Twitter: @MfgTalkRadio and Ed Marsh

Instagram: Ed Marsh

YouTube: @MfgTalkRadio and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Lew Weiss and His Journey in Business and Manufacturing Talk Radio 04:26 The Evolution of Industrial Sales 11:50 Embracing the Internet Revolution 17:14 Achieving ISO Certification and Its Impact 24:53 Marketing vs. Sales: A Historical Perspective 28:11 The Birth of Manufacturing Talk Radio 34:48 The Impact of Manufacturing Talk Radio on Business 36:35 Measuring Impact and Consistency in Podcasting 39:01 Transitioning from Audio to Video 41:22 Relaunching and New Beginnings 43:12 Syndication and Expanding Reach 49:09 Monetization Challenges and Strategies 51:30 Navigating Business Transactions and Surprises 56:47 Balancing Work Stress and Passion 01:00:10 Advice for Aspiring Podcasters 01:02:10 The Importance of Commitment and Patience 01:07:11 Educating the Buyer and Market Trends   Learn about Manufacturing Journalism™ for Industrial Manufacturers.   #ManufacturingTalkRadio #LewWeiss #ManufacturingJournalism #IndustrialJournalism #IndustrialMedia #IndustrialSales #ISOCertification #MarketingStrategies #BusinessEvolution #InternetMarketing #SalesTechniques