Stronger messaging stronger results

Dash is a digital asset management app that helps growing brands manage their digital content — making it easy to search, share and collaborate under one roof. Living in the shadow of its enterprise sister brand, they needed to differentiate the product so customers could understand its unique value proposition.

Lion Words stepped in to help Dash get clarity on their messaging. We redefined their strategic narrative, tone of voice, and personality. Then we distilled complex product problems and use cases into a set of clear, concise key messages. And pulled this together in a go-to messaging playbook — so that everyone can confidently say what Dash is all about, and they could launch their new site.

NaNLABS is a B2B software development agency that helps fast-growing startups scale their operations and make better software. They came to Lion Words for help clarifying their message and revamping their site. They were struggling to attract their ICP and wanted to generate more leads and differentiate themselves in a crowded market.

We supported them with messaging strategy so they could get aligned internally. We then helped them redefine their services and site map. And finally created high-impact, conversion copy for their new website launch.

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Who is GoAudience?

GoAudience is a B2B SaaS platform that helps brands find higher-quality audiences, work out which website visitors are worth pursuing, and take clear action to convert more of them. It gives e-commerce brands and agencies access to granular consumer insight using credit card purchase data from over 220 million consumers, with audience targeting, real-time visitor scoring and AI-driven recommendations.

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The challenge

Inconsistent messaging, and a product that sounded smaller than it actually was

GoAudience had an outdated website and a product that had outgrown its messaging. Their platform had evolved to deliver value across three areas: audience targeting, visitor identification, and an AI co-pilot. This breadth made it hard to explain their value proposition simply, without sounding too technical – or like just another ads tool.

They were also speaking to a very broad ICP and various use cases, so the founders described the product differently depending on who they were talking to – which wasn’t scalable.

After closing a $1.7m seed round, GoAudience came to Lion Words to fix that: to dial in on a clear, and cohesive message that could fuel their website, sales pitch and product comms, then bring that to life on a refreshed homepage built for their next stage of growth.

“Our biggest struggle was how to explain all three components of the product without making it sound like it's only for ads, and how to propose the value without making it sound complicated.”
^{Ahmed El Naggar, CEO @ GoAudience}

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What we did

Strategy sessions, customer research, and a Messaging Playbook the whole team could use

We started with two strategy sessions with the team. The first dug into GoAudience’s market, their real competitive alternatives, and who their best-fit customers actually were. The second worked through the strategic narrative: what’s shifted in the market, what’s at stake for GoAudience’s customers, and how they are solving it.

Alongside this, we carried out customer research, reviewing sales calls and speaking with GoAudience’s own customers directly, to build a voice of customer bank: with phrases, objections and moments that mattered most to the people buying. It also showed us GoAudience had been speaking to the wrong stage of awareness, something we corrected in the messaging.

From there we built the Messaging Playbook: clearer positioning, strategic narrative, messaging house, company descriptions for various contexts, brand voice guidelines and a terminology guide. A practical reference the team could use to talk about the product consistently.

The final piece was the homepage. We mapped the messaging hierarchy, then brought this to life in the copy: leading with the customer’s problem, walking through GoAudience’s three pillars as one connected system rather than separate features, and using the customer’s own language throughout.

“What we loved most about working with Lion Words was the structure. Diane goes into the details, and even when we try to give short answers, she digs deeper and gets the words out of us. I learned more about our own product and our customers' point of view during our work because of the process.”
^{Ahmed El Naggar, CEO @ GoAudience}

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The outcome

A consistent story across the business

GoAudience came out of this with a consistent story across the business: a cohesive message, vocabulary, and narrative, the same across all sales and marketing touchpoints.

The previous homepage was sparse and lacked differentiation. It didn’t give visitors context, or help them understand GoAudience’s value and why to choose them over the alternatives. We built the new homepage around their prospects’ primary use cases: finding the right audiences, knowing which visitors were worth pursuing, and converting more of them, with the messaging hierarchy doing the work of moving a visitor from problem to solution to action.

As they ramped up hiring, this helped GoAudience’s growth too, since new team members could pick up the Playbook and create consistent, compelling messaging from day one.

“I look at our website copy and it looks very simple, but at the same time every single word is on point and in the right place.”
^{Ahmed El Naggar, CEO @ GoAudience}

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