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 (02:10) - – What is message-market fit and why does it matter? (05:24) - – The biggest messaging mistakes B2B companies make (07:50) - – The difference between positioning and messaging (and why both matter) (11:18) - – How to create a messaging strategy that actually resonates (14:35) - – Signs your messaging isn’t working and how to fix it (18:09) - – The role of customer research in B2B messaging (21:42) - – How to structure a homepage message hierarchy that converts (25:56) - – What makes a great value proposition vs. a generic one (28:30) - – How to test and validate your messaging with real customers (32:14) - – Why messaging needs to be clear, not clever (35:45) - – Common struggles B2B teams face when implementing new messaging (39:21) - – Final takeaways Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***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