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

Podcast: B2B Marketing with Dave Gerhardt
Host: Dave Gerhardt
Guest: Diane Wiredu, Founder of Lion Words
Release Date: March 10, 2025

Introduction

In this episode of B2B Marketing with Dave Gerhardt, host Dave Gerhardt welcomes Diane Wiredu, the founder of Lion Words—a consultancy specializing in B2B messaging and copywriting for tech and SaaS companies. Diane brings her expertise in crafting clear and compelling messaging that resonates with buyers, discussing the nuances between messaging and copywriting, the importance of a singular key message, and the challenges of differentiation in saturated markets.

Diane Wiredu’s Background and Expertise (02:16)

Diane introduces herself as a messaging strategist and conversion copywriter. She explains that Lion Words focuses on helping B2B tech and SaaS companies develop clear, compelling messaging that articulates the unique value of their products and services. Diane emphasizes the dual aspects of her work:

Messaging Strategy: Clarifying core messaging, documenting unique value propositions, and establishing a consistent context and story.
Copywriting: Translating messaging into effective copy for key marketing assets, particularly websites and homepages, using conversion principles.

“Messaging is all about how can we make the value of your Products and your services much easier to understand.” – Diane Wiredu [02:16]

The Relationship Between Positioning and Messaging (03:50)

Dave inquires about the impact of positioning on Diane’s work. Diane acknowledges the intertwined nature of positioning and messaging, noting that while her primary focus is on messaging strategy, an effective messaging framework often requires refined positioning.

“My position on positioning has shifted a bunch over the years. It's impossible not to touch the positioning piece.” – Diane Wiredu [04:07]

She references April Dunford’s methodology, highlighting the importance of understanding competitive standards and market positioning to build strong messaging.

Messaging vs. Copy: Clarifying the Difference (07:33)

Diane delves into the distinction between messaging and copywriting:

Messaging: What you say about your product or service—the core value and unique propositions.
Copy: How you say it—the actual words and structure used to communicate the message.

“Messaging is what you say about your product, your services. Copy is how you say that.” – Diane Wiredu [07:36]

She stresses that many companies mistakenly believe they have a copy problem when the root issue is actually flawed or unclear messaging.

The Power and Perils of the “Rule of Three” (23:22 - 30:52)

Diane discusses the common marketing practice of using the Rule of Three in storytelling and presentations, inspired by Steve Jobs. While effective in structuring narratives, Diane warns against applying this rule indiscriminately to elements like headlines and value propositions.

“Beware of the power of three when it comes to website copywriting. Big picture storytelling, power of three, always. But for value propositions, prioritize further.” – Diane Wiredu [27:40]

She argues that overloading messaging with three equally weighted points can lead to messaging bloat, making it difficult for prospects to discern the most critical message.

“What am I actually going to remember? What am I going to associate with you and your product?” – Diane Wiredu [29:14]

Diane recommends focusing on a single key message that prospects can easily remember, urging companies to prioritize and streamline their messaging for maximum impact.

Developing a One Key Message (OKM) (31:01 - 34:11)

Diane introduces the concept of the One Key Message (OKM)—the singular, most memorable message that defines a company’s value proposition.

“If prospects had to remember one thing about your product, what would it be?” – Diane Wiredu [31:01]

She outlines her five-step process for refining messaging:

Document and Evaluate Current Messaging: Assess what’s working and identify gaps.
Research and Discovery: Conduct voice of customer and competitor research.
Synthesize Findings: Identify priorities and key themes from the research.
Narrow Messaging Focus: Choose core messages to emphasize.
Document Messaging Framework: Create a messaging playbook for consistency.

“Start by documenting and evaluating where you're at... Then look outward, research and discover what customers are saying and what competitors are doing.” – Diane Wiredu [38:26]

The Role of AI in Messaging and Copywriting (43:02 - 46:56)

Dave and Diane briefly discuss the impact of Artificial Intelligence (AI) on messaging and copywriting. Diane acknowledges AI as a useful tool for aggregating data and identifying patterns but emphasizes that strategic thinking and nuanced messaging cannot be outsourced to AI.

“AI is something to use to think. It’s a tool, not a replacement for strategic messaging.” – Diane Wiredu [43:37]

She argues that authentic messaging must originate from a deep understanding of the company and its customers, which requires human insight and cannot be fully replicated by AI.

Challenges with Traditional Positioning Formulas (34:11 - 38:26)

Diane critiques the use of rigid positioning formulas like “We are the [Category] for [Audience].” She explains that while such formulas work for companies with narrowly defined categories, they fall short for complex B2B products that address multiple pain points and serve diverse customer needs.

“Most B2B tech products are actually competing with other processes and workflows, not just category competitors.” – Diane Wiredu [34:39]

She advocates for problem-centric messaging that focuses on the specific pain points of customers and how the product uniquely addresses them.

Achieving Internal Alignment for Effective Messaging (32:39 - 34:11)

Diane underscores the importance of internal alignment in crafting and implementing effective messaging. She notes that messaging is not solely a marketing responsibility but a leadership issue, requiring involvement from founders, CEOs, and other key stakeholders.

“Messaging problems are leadership problems. Creating messaging requires internal consistency and championing beyond just product marketing.” – Diane Wiredu [32:39]

This collaborative approach ensures that the messaging accurately reflects the product’s direction and the company’s strategy.

Conclusion and Final Thoughts

Dave and Diane wrap up the conversation by reinforcing the critical role of clear, prioritized messaging in B2B marketing. Diane encourages listeners to focus on identifying and owning a single key message to enhance their marketing effectiveness.

“We are the safest car on the road.” – Diane Wiredu [29:14]

She invites listeners to connect with her through Lion Words for further assistance in refining their messaging strategies.

Notable Quotes

Diane Wiredu [02:16]: “Messaging is all about how can we make the value of your Products and your services much easier to understand.”
Diane Wiredu [04:07]: “My position on positioning has shifted a bunch over the years. It's impossible not to touch the positioning piece.”
Diane Wiredu [07:36]: “Messaging is what you say about your product, your services. Copy is how you say that.”
Diane Wiredu [27:40]: “Beware of the power of three when it comes to website copywriting. Big picture storytelling, power of three, always. But for value propositions, prioritize further.”
Diane Wiredu [29:14]: “What am I actually going to remember? What am I going to associate with you and your product?”
Diane Wiredu [31:01]: “If prospects had to remember one thing about your product, what would it be?”
Diane Wiredu [43:37]: “AI is something to use to think. It’s a tool, not a replacement for strategic messaging.”
Diane Wiredu [34:39]: “Most B2B tech products are actually competing with other processes and workflows, not just category competitors.”
Diane Wiredu [32:39]: “Messaging problems are leadership problems. Creating messaging requires internal consistency and championing beyond just product marketing.”

Final Thoughts

This episode provides valuable insights into the intricacies of B2B messaging and copywriting. Diane Wiredu emphasizes the necessity of clear, focused messaging over generic frameworks, the importance of internal alignment, and the complementary role of AI in the messaging process. Marketers seeking to refine their messaging strategies will find Diane’s expertise and actionable advice highly beneficial.

For more insights and to join a community of over 5,000 B2B marketers, visit exitfive.com.