What’s Your One Key Message? Mastering B2B Messaging & Copywriting with Diane Wiredu, Founder of Lion Words
#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 (03:29) - – What is message-market fit and why does it matter? (06:43) - – The biggest messaging mistakes B2B companies make (09:09) - – The difference between positioning and messaging (and why both matter) (12:37) - – How to create a messaging strategy that actually resonates (15:54) - – Signs your messaging isn’t working and how to fix it (19:28) - – The role of customer research in B2B messaging (23:01) - – How to structure a homepage message hierarchy that converts (28:33) - – What makes a great value proposition vs. a generic one (31:07) - – How to test and validate your messaging with real customers (34:51) - – Why messaging needs to be clear, not clever (38:22) - – Common struggles B2B teams face when implementing new messaging (41:58) - – Final takeaways Send guest pitches and ideas to hi@exitfive.comJoin 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***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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