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

Listen to this episode from B2B Marketing with Dave Gerhardt on Spotify. #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 resonatesWhy most B2B messaging sucks and how to fix itHow to structure homepage messaging for maximum impactHow to get the most value from customer research for copywritingTimestamps(00:00) - – Intro to Diane (03:21) - – What is message-market fit and why does it matter? (06:35) - – The biggest messaging mistakes B2B companies make (09:01) - – The difference between positioning and messaging (and why both matter) (12:29) - – How to create a messaging strategy that actually resonates (15:46) - – Signs your messaging isn’t working and how to fix it (19:20) - – The role of customer research in B2B messaging (22:53) - – How to structure a homepage message hierarchy that converts (28:15) - – What makes a great value proposition vs. a generic one (30:49) - – How to test and validate your messaging with real customers (34:33) - – Why messaging needs to be clear, not clever (38:04) - – Common struggles B2B teams face when implementing new messaging (41:40) - – Final takeaways Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode is brought to you by Webflow.If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.That’s why more teams are switching to Webflow.Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place.No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.It’s everything you need to turn your website into your most efficient, highest-performing channel.Check it out at webflow.com/exitfive.