Diane Wiredu is Founder of Lion Words, a B2B conversion copywriting firm. She helps companies create a clear, compelling message to a specific audience. We discuss her process for customer research and copywriting, and how that process leads to outperforming other methods.

Diane has a background in languages, having studied them at university. She speaks English, Spanish, Catalan, Italian, and half of French. (We'll round up and give her credit for all 5.)

"Copy is never written. Copy is assembled." –Eugene Schwartz

GUEST

• Lion Words Website
• Lion Words Newsletter
• Diane Wiredu LinkedIn
• Freebie: Voice of Customer Research Template

PODCAST

• Safa Mahzari
• Patreon
• Alluxo Website

TERMS

• B2B = business to business
• ROAR = research, organize, assemble, review
• KPI = key performance indicator
• CTA = call to action
• Demographics = external or physical factors of your audience (age, gender, location, etc.)
• Psychographics = psychological factors of your audience (motivations, beliefs, ideas, etc.)
• SaaS = software as a service

TIMESTAMPS

• 0:00 - Episode intro
• 1:16 - Diane's background
• 9:09 - What mistakes are founders making?
• 12:42 - The right copywriting process
• 22:16 - Clarity and consistency
• 37:22 - Customer funnels
• 42:32 - Customer research
• 56:38 - Diane's question for Safa
• 1:04:44 - Wrap up and final thoughts