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[S1E5] Diane Wiredu, Lion Words: Not everyone gets to be the Liquid Death of B2B SaaS — and that’s OK.
There can be no converting copy without messaging, and there’s no messaging without figuring out your positioning first. But how do they all work together – and how do storytelling and brand voice fit in?
![[S1E4] Alan Albert: “We tend to think our first ideas are the best ones, and we run with them. But sometimes they're not the best ideas.”](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1712317041820-7REKYWD6VBAVE0XF7BK3/S1E4_Alan_Albert.png)
[S1E4] Alan Albert: “We tend to think our first ideas are the best ones, and we run with them. But sometimes they're not the best ideas.”
On confidence, finding the best ideas, and running interviews that dig deep into customers’ “why”
When what you don’t know hurts your conversion rates
You can’t scale effectively without answering these questions:
“What do we say to our audience?”
“How can we position ourselves in a way that makes sense to our audience?”
“How do we differentiate ourselves from other solutions?”
“How can we stand out — and present our product in a way that makes our prospects want to find out more?”
“How can we persuade our prospects to reach out?”
And very often, as I start answering these questions for my clients, this is where we uncover those potential issues that would otherwise have stayed invisible.
You’re Doing
Growth
Wrong
For startup founders and marketers tired of learning about growth the hard way
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![[S2E4] How to: message testing on a budget](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1744221834434-TF0URFQBJNYQPPMKQNHK/alex_atkins_cover_image.png)
![[S2E3] How to: positioning](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1742493000706-NG82ZT4YFEM2AFCDG03N/S2E3_Josh+Garofalo_COver+Image.png)
![[S2E2] How to find winning angles for your competitor pages](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1740671619617-YYWZU1UAQOHY3RDFNTIC/YDGW_S2E2.png)
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Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.
But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?
This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.