The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

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

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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.

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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.

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#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

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