What Your Messaging is Missing: How to Close the Meaning Gap (with Diane Wiredu, Founder of Lion Words)

This podcast episode features a presentation by Diane Wiredu from the Exit Five event "Drive 2025," focusing on the importance of meaningful messaging in B2B marketing. Diane argues that marketers have over-optimized for clarity, value, and being compelling, leading to generic and confusing messages. She identifies three key areas where messaging often falls short: lacking a flagship message, failing to balance features and benefits, and not framing the message to align with the buyer's awareness and perspective. Diane provides actionable advice and examples for crafting more resonant and effective messaging by focusing on what the message truly means to the audience. The episode also includes advertisements for Paramark and Walnut, and a promotion for the Exit5 community. A brief Q&A session follows Diane's presentation, addressing challenges like platform messaging and category creation.