What’s Your One Key Message? Mastering B2B Messaging & Copywriting with Diane Wiredu, Founder of Lion Words

17 snips

Mar 10, 2025

Diane Wiredu, founder of Lion Words and a messaging strategist, illuminates the world of B2B communication. She explains why most B2B messaging falls flat and how to create a compelling messaging strategy that resonates. Diane emphasizes the importance of distinguishing between positioning and messaging, the value of customer research, and how to structure homepage content for maximum impact. With insights on crafting clear value propositions and the role of storytelling, she equips listeners with actionable strategies to enhance their messaging effectiveness.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

ADVICE

Messaging and Positioning

Messaging acts as a bridge between positioning and execution.
Refine positioning before crafting messaging, as unclear positioning leads to ineffective messaging.

INSIGHT

Messaging vs. Copy

Many companies believe they have a copy problem when they actually have a messaging problem.
Messaging clarifies the value and uniqueness of a product, while copy is how you express that messaging.

ADVICE

Hiring Specialists

Hire specialists for areas like messaging and copywriting to leverage their expertise.
An outside perspective can provide valuable insights and challenge internal assumptions.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

#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
(03:54) - – What is message-market fit and why does it matter?
(07:08) - – The biggest messaging mistakes B2B companies make
(09:34) - – The difference between positioning and messaging (and why both matter)
(13:02) - – How to create a messaging strategy that actually resonates
(16:19) - – Signs your messaging isn’t working and how to fix it
(19:53) - – The role of customer research in B2B messaging
(23:26) - – How to structure a homepage message hierarchy that converts
(29:04) - – What makes a great value proposition vs. a generic one
(31:38) - – How to test and validate your messaging with real customers
(35:22) - – Why messaging needs to be clear, not clever
(38:53) - – Common struggles B2B teams face when implementing new messaging
(42:29) - – Final takeaways

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive.

AirOps - The content engineering platform that helps marketers create and maintain high-quality, on-brand content that wins AI search. Go to airops.com/exitfive to start creating content that reflects your expertise, stays true to your brand, and is engineered for performance across human and AI discovery.

Visit exitfive.com/retreat to apply for Exit Five’s first-ever, in-person Marketing Leadership Retreat, March 18–20, 2026 in Scottsdale, Arizona. Join 100 CMOs and VPs of Marketing from companies like like Zoom, Snowflake, Manychat, Bitly, G2, HP, and more for two days of thinking bigger around a trusted group of peers in marketing.

***

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

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more