The Viagra for Lifeless B2B Messaging: How to Keep Your Clients Satisfied & Coming Back for More

What It Covers

Diane Wearidoo explains her five-step messaging strategy framework for B2B companies: auditing current messaging, conducting voice-of-customer research, analyzing competitor positioning, filtering findings into themes, and building messaging pillars that intersect company values with customer language.

Key Questions Answered

• •Messaging hierarchy: Messaging defines what you say about your product, while copywriting determines how you say it. The proper sequence is positioning first, then messaging strategy, then copywriting execution. Companies need established product-market fit before tackling message-market fit to avoid building messaging without clear target customers or value proposition.
• •Voice-of-customer research structure: Interview customers focusing on six specific areas: pains and problems before purchase, decision-making triggers, objections and hesitations, emotional needs and desires, transformation and benefits after purchase, and moments of delight. Follow up simple answers with questions like what do you mean by that to extract emotional language and descriptive adjectives.
• •Competitive messaging audit framework: Analyze four to five competitors across nine dimensions: headline message, value proposition, top three benefits, key features, proof points and stats, positioning pitch from review sites, brand voice traits, core theme in one word, and frequency of messaging themes. Create a visual matrix to identify white space opportunities where competitors cluster around identical messaging.
• •Messaging pillar prioritization: Build messaging pillars at the intersection of three factors: what the company believes and wants to own, what competitors are not saying, and what customers repeatedly mention in research. Superhuman owns speed as their singular pillar, while digital asset management tool Dash identified centralized home as their unique positioning based on customer language and competitor gap analysis.
• •Founder funk syndrome: Company founders struggle to identify messaging problems because they are too close to their product after years in the trenches. Three telltale signs of poor messaging: prospects do not understand what you do, prospects feel confused by too many messages, or prospects cannot see why the product is relevant for them specifically versus competitors.