#226: Messaging | In this episode, Dave sits down with Diane Wiredu, messaging expert and founder of Lion Words, a consultancy that helps B2B tech and SaaS companies achieve message-market fit so they can stand out, market more effectively, and sell more. Diane breaks down why most B2B messaging falls flat, how to fix it, and why messaging is more than just copy—it’s the bridge between positioning and execution.
Dave and Diane cover:
- The difference between positioning and messaging (and why both matter)
- How to create a messaging strategy that actually resonates
- Why most B2B messaging sucks and how to fix it
- How to structure homepage messaging for maximum impact
- How to get the most value from customer research for copywriting
Timestamps
- (00:00) - – Intro to Diane
- (03:19) - – What is message-market fit and why does it matter?
- (06:33) - – The biggest messaging mistakes B2B companies make
- (08:59) - – The difference between positioning and messaging (and why both matter)
- (12:27) - – How to create a messaging strategy that actually resonates
- (15:44) - – Signs your messaging isn’t working and how to fix it
- (19:18) - – The role of customer research in B2B messaging
- (22:51) - – How to structure a homepage message hierarchy that converts
- (28:50) - – What makes a great value proposition vs. a generic one
- (31:24) - – How to test and validate your messaging with real customers
- (35:08) - – Why messaging needs to be clear, not clever
- (38:39) - – Common struggles B2B teams face when implementing new messaging
- (42:15) - – Final takeaways
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
This episode of the Exit Five podcast is brought to you by Qualified.
AI is the hottest topic in marketing right now. And one thing we hear a lot of you marketers talking about is how you can use AI Agents to help run your marketing machine.
That’s where Qualifed comes in with Piper, their AI SDR agent.
Piper is the #1 AI SDR Agent on the market according to G2, and hundreds of companies like Box, Asana, and Brex, have hired Piper to autonomously grow inbound pipeline. How good does that sound?
Qualified customers are seeing a massive business impact with Piper: a 3X increase in meetings booked and a 2X increase in pipeline.
The Agentic Marketing era has arrived. And if you’re a B2B marketing leader looking to scale pipeline generation, Piper the #1 AI SDR Agent is here to help.
Hire Piper, the #1 AI SDR Agent, and grow your pipeline today.
You can learn more at qualified.com/exit5
