#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
- (03:58) - – What is message-market fit and why does it matter?
- (07:12) - – The biggest messaging mistakes B2B companies make
- (09:38) - – The difference between positioning and messaging (and why both matter)
- (13:06) - – How to create a messaging strategy that actually resonates
- (16:23) - – Signs your messaging isn’t working and how to fix it
- (19:57) - – The role of customer research in B2B messaging
- (23:30) - – How to structure a homepage message hierarchy that converts
- (29:19) - – What makes a great value proposition vs. a generic one
- (31:53) - – How to test and validate your messaging with real customers
- (35:37) - – Why messaging needs to be clear, not clever
- (39:08) - – Common struggles B2B teams face when implementing new messaging
- (42:44) - – Final takeaways
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt) 
