Mastering Messaging, Copy, and Clarity with Emma Stratton

8 snips

Oct 20, 2025

Emma Stratton, founder of Punchy and author of 'Make It Punchy,' specializes in clear messaging for B2B tech firms. In this conversation, Emma reveals how specificity and empathy can transform vague messaging into impactful communication. She highlights common pitfalls B2B companies face in a saturated market and emphasizes the importance of using customer feedback for effective messaging. The duo also discusses the balance between creativity and structure, and how personal growth influences business success.

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INSIGHT

Messaging Is The First Step Of Positioning

Messaging converts positioning into a few clear sentences that explain unique value to specific customers.
Emma Stratton says messaging directs all subsequent copy and content decisions.

INSIGHT

Differentiation Is Bigger Than A Tagline

Differentiation goes beyond wording and requires product, customer focus, and experience choices.
Emma warns that trying to speak to everyone produces watered-down, generic messaging.

ADVICE

Say Who You’re Not For

Narrow your target and explicitly decide who you are not for to craft sharper messaging.
Emma and Dave advise turning away some audiences to strengthen who you speak to.

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#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
(04:13) - – What makes B2B messaging actually good
(07:55) - – Common messaging mistakes (and why “clarity > clever”)
(10:53) - – Positioning vs. messaging: what’s the difference?
(15:06) - – Why it’s hard to name great B2B marketing examples
(17:30) - – How to sharpen weak messaging and fix vague positioning statements
(20:38) - – Simplifying complex products without dumbing it down
(23:48) - – How to write for buyers (not just execs)
(28:55) - – Using customer interviews and research to build strong messaging
(33:33) - – Standing out in a crowded, buzzword-filled market
(36:17) - – How storytelling fits into B2B messaging
(39:23) - – Messaging advice for early-stage founders and startups
(42:38) - – How often should you revisit and update messaging?
(44:48) - – Productivity, managing your energy, and staying focused
(48:03) - – Journaling, mindfulness, and being intentional with your time
(51:58) - – Final takeaways

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