MESSAGING PLAYBOOK FOR B2B AND TECH
Build the signature message your product deserves
Get clear on how to articulate your positioning, differentiation, and the story that makes buyers choose you, then bring it to life across your website and marketing.
Barney Cox
Marketing Lead @ Dash
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Sure, you’ve got product market-fit,
but have you got message-market fit?
Having an awesome product isn’t enough anymore. The days of “build it and they’ll come” are long gone, and the success of your product now hinges on your messaging. With 700 competitors (give or take) fighting for your prospects’ attention — all offering similar features — It's the companies with the strongest message that come out on top.
Messaging that makes it easy for prospects
to choose you
Your prospect isn’t looking for an “innovative solution” — in fact, they’re glazing over all the buzzwords. That’s why our messaging approach is customer-led, helping you bridge the gap between what you think they wanna hear, and what they actually wanna hear. So you can tell a story that resonates and make the choice obvious.
Research
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Opportunity
Assemble
Refine
HOW IT WORKS
From internal debates to a buyer-proven message that lands
Working closely with your team over 6 weeks, we'll create, refine and map out your new messaging strategy — the foundation for your website, product copy, and everything else you put in front of buyers. We've found six weeks is enough time to get it done right. Not so long you lose momentum.
FINALLY HAVE ANSWERS TO QUESTIONS LIKE:
Which features and benefits are most important to our customers?
How do we get our whole team telling the same story?
How does our messaging stack up against the competition?
What opportunities are there for us to differentiate ourselves?
What messages should we avoid?
How do we stand out, especially with AI in the mix?
Which messages will attract better-fit prospects and filter out the wrong ones?
What's making buyers hesitate to say yes?
WHAT YOU GET
Messaging Playbook
You'll walk away with a practical playbook that covers the 4 key areas of your messaging: who you are, what you say and do, why you win, and how you express that.
Here's what you can expect:
Your positioning
define your core differentiation and where you win in the market.
Signature message
the big idea to own in buyers' minds that ties your whole story together
Value proposition
articulate the value you deliver to customers across the business and product
Messaging canvas
a blueprint that maps your features and benefits to the value they create for buyers
Voice of customer analysis
understand your target audience’s needs, pains and desires, backed up with proof
Company explainers
your aligned pitch messages and core company descriptions, ready to use anywhere.
Brand voice guidelines
know how to communicate your message through language and voice.
+ Homepage copy
Launch-ready copy for your homepage built from your new playbook.
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Dami Fajobi
Head of Operations @ Slenky
Join the growing B2B brands partnering with Lion Words to find message-market fit:
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Who this is for
Not everyone is a fit
Beyond industry or size, fit comes down to a few key things: the kind of challenge you're solving, how much clarity you already have going in, and whether we can get real access to your customers during the process.
We’ll get the best results together if:
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You’ve already established clear product-market fit
You have an accurate, realistic picture of your ICP
You want direct, critical feedback, not to be mollycoddled
The Founder or CEO will be actively involved in the project (no exceptions)
Get the clarity you need to stand out
It’s hard to see the label when you’re stuck inside the jar. It’s the curse of being too close to your product. We help you simplify complex product messaging (and just get out of your damn head!) so you can explain your value clearly — and differentiate from competitors.
