AI's Role: Polishing vs. Strategic Messaging

#295 Messaging | Dave is joined by Emma Stratton, founder of Punchy, where she helps B2B tech companies sharpen their positioning and write messaging that actually connects. Emma’s worked with hundreds of teams to cut through vague, abstract copy and turn it into language buyers instantly get.

Dave and Emma cover:

• How to go from vague to punchy using specificity and buyer empathy
• Why most B2B messaging blends into the “sea of sameness” (and how to stand out)
• How customer research and real conversations create message–market fit

They wrap with a candid chat on journaling, focus, and how managing your mental energy can make you a better marketer and human.

Timestamps

• (00:00) - – Intro to Emma
• (04:26) - – What makes B2B messaging actually good
• (08:08) - – Common messaging mistakes (and why “clarity > clever”)
• (11:06) - – Positioning vs. messaging: what’s the difference?
• (15:19) - – Why it’s hard to name great B2B marketing examples
• (17:43) - – How to sharpen weak messaging and fix vague positioning statements
• (20:51) - – Simplifying complex products without dumbing it down
• (24:01) - – How to write for buyers (not just execs)
• (29:11) - – Using customer interviews and research to build strong messaging
• (33:49) - – Standing out in a crowded, buzzword-filled market
• (36:33) - – How storytelling fits into B2B messaging
• (39:39) - – Messaging advice for early-stage founders and startups
• (42:54) - – How often should you revisit and update messaging?
• (45:04) - – Productivity, managing your energy, and staying focused
• (48:19) - – Journaling, mindfulness, and being intentional with your time
• (52:14) - – Final takeaways

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Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.  

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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