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The company is a manufacturer of handtools and equipment. Let\u2019s call them TFY (Tools For You). They\u2019re targeting two primary buyer personas: number one, the consumer, who will ultimately be using the tools; and number two, the retail stores where their tools are sold (their distribution channel). According to our checklist questions, you should have different themes of messaging, that will look something like I describe: TFY\u2019s message to the distributor (B2B).

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