Introduction

Most B2B brands struggle to stand out because they skip clear messaging. Powerful words only work when built on strong thinking.

What's the problem it solves?

Many companies confuse copywriting with messaging. They jump into writing without a clear idea of who they are talking to, what they’re solving, or how they’re different. This leads to messages that are confusing and easy to ignore.

Quick Summary

Messaging is more than catchy words - it’s how you explain what your business does and why it matters. The article explains that most B2B brands get this wrong because they don’t start with solid positioning. Without knowing who you're for and what problem you're solving, your message becomes scattered and weak.

The piece also says that less is more. Instead of saying everything, focus on a few key points and repeat them often. Talk about the buyer’s problems first before introducing your solution. Use simple words your customers already understand. Choose an “enemy” to define what you're not, and share a strong belief or point of view that makes your message stick in people’s minds.

Key Takeaways from the article

• Messaging must start with clear positioning
• Too many messages cause confusion and get ignored
• Repeat key points often so people remember them
• Talk about problems first, not your solution
• Choose an “enemy” to clarify your message
• Use the same language your buyers use
• A strong belief system makes your message more powerful and memorable

What to do

• Define who your product is for and what problem it solves
• Pick 2-3 clear messages and say them often in different ways
• Lead with problems your audience already feels
• Avoid using words your audience doesn’t understand
• Find a clear “enemy” like a bad habit, old way of working, or outdated tools
• Build a message that reflects your belief or point of view
• Check your website and sales talks for any unclear or crowded messages
• Use feedback from real customers to shape your wording
• Repeat your main ideas across emails, posts, and calls
• Make sure every team member uses the same clear story when talking to buyers