Clémence Lepers

Marketer

Your messaging should hit like an espresso shot, not a bedtime story.

I help B2B founders and marketing execs torch the fluff and carve out an edge buyers can’t ignore—through hands-on work with 60+ teams.

Two ways to do that:

1. Messaging sprint. I surface what you really sell, who it’s for, and why it matters—then turn it into a homepage buyers can’t mix up with anyone else.

2. Messaging breakthrough session. I crush your biggest messaging roadblock in 60 minutes and lock the next clear move (or you don’t pay).

Links in my featured section.

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"She nailed what actually matters to our ideal buyers. Clear process, strong instincts, fast turnaround." Jessica Garrett—CMO at Zone & Co ($40M+ ARR).

“Our product and customer base is growing so fast, and our messaging has struggled to keep up. Clémence helped us take a complex product and a lot of things that lived in our heads and turn it into a story we can repeat with confidence. The whole team is now on the same page about how we talk about Mazlo, which feels like a big unlock for what comes next.” Kian Alavi—Founder at Mazlo.

"This is incredible!!" Tyler Moll—Founder at Covert Revenue.

"The workshops helped us reframe how we need to speak to our ICP and getting us thinking about our problems differently. We're close to where we need to be, and wouldn’t have happened without you asking us the questions we had been avoiding." Eryn Lueders—Head of Marketing at Basis Theory ($33M raised).

"At the end of our 60 minutes, I unblocked my main problem and had a messaging flow for my website." Victoria Crandall—Founder at No Filter PR.

Marketing Advisor

Advising startups on tackling growth challenges across conversion optimization and organic acquisition.

I can’t code.

I’ve never built an app.

Three weeks ago, I started playing with Claude code.

Today?

I run a biz generating $100k/MRR.
No team, no investors, no meetings.

I barely work 2-3 hours/week. 

My edge?

I’m lying.

I’ve been writing on LinkedIn for 4 years-ish (I think?) and if there’s only ONE piece of advice I’d give to fellow creators, it's this:

THERE’S NO PLAYBOOK….
But infinite ways to win the game.

Never put CTAs in your posts. 
I put CTAs in most of mine.

Post selfies to build recognition. 
Don’t post selfies.

Share pictures of your kids. 
Never share pics of your kids.

Design fancy infographics. 
Write text-only posts.

Publish short, snappy takes. 
Do long-form content.

Use AI to write your posts. 
Use AI to edit your posts. 
Write the whole thing yourself. 

All of it can work.
All of it can fail.

The real lever isn’t tactics. It’s being crystal clear on what winning means to YOU. 

Some people want followers. Others recognition. Or clients. Or just have fun. It doesn't matter. There’s 99 ways to get to the destination you’ve decided to reach, but you need to pick that destination in the first place because otherwise people will pick it for you without you noticing.

Also, your goal—destination—can change over time (only dummies never change their mind because they confuse rigidity with wisdom). 

There are endless ways to win. 
Just don’t borrow someone else’s scoreboard.

Cheers!

Interrupting your partially AI-powered feed with a pic of my 7th batch of pottery.

Experimented with black clay this time, and I’m obssessed with how raw and slightly moody the pieces turned out. Cone 5-6, reduction fired.

Thanks for ridding along on my side quest.

More soon 🤍

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The main goal of messaging in 2026 is not persuasion. It’s disqualification. 

It’s making it painfully obvious who this is for—and who should take the next exit. 

Senior buyers aren’t looking to be convinced.  They’re looking to cross options off a list without risking their job. 

They’re thinking: 
“Can I defend this in a board meeting?” 
“Will this make my life easier or harder?” 
“Is this the safe bet?” 

When B2B teams shift from asking “does this sound good?”, to “does this force a decision?”, two things happen: 1) sales stops re-explaining the product every time, and 2) internal debates lose oxygen. 

Messaging isn’t persuasion. 
It’s risk reduction. 

It’s giving someone the language to justify the decision before they even say yes. If your messaging makes buyers think harder instead of decide faster, it’s not sophisticated. It’s expensive.

If your messaging took 3 months and still feels “not quite right”, that’s not a copy problem. It’s a decision problem.

Here’s what usually happened:

No clear ICP call. No single wedge to lead with. 9 stakeholders “adding context”. Copy reviewed in isolation from positioning. V7 ships and tastes like lukewarm corporate oatmeal.

So I do it differently.

Week 1: Messaging + differentiation

We lock the core attributes of your messaging. We prioritize segments. Map their exact situation, the status quo they’re stuck in, the blockers they’re tolerating, and the change triggers forcing action. Then, we bridge your product through use cases and open the hood of your differentiation engine to extract the gold you’ve actually earned. We force tradeoffs. We kill generic claims and toothless adjectives.

Week 2: Structure + messaging flow

We align on what the homepage must say (and what it must avoid) to answer the silent questions buyers ask in the first 30 seconds. We sequence for clarity, contrast, and credibility. And we use timeless psychology principles to do that. Not vibes.

Week 3: Wireframe + copy

You get a wireframe with layout, sections, and ready-to-use copy from top to bottom + a Google Doc with alternative options (e.g. section headlines) and exact, psychology-backed rationales behind every decision.

No endless loops.
Clarity through constraint.

Messaging doesn’t need more polish.
It needs decisions.

In almost every messaging workshop I run, there’s a moment where the client team proudly lists all the alternatives they beat.

Spreadsheets. Competitive platforms. Other tools stretched way beyond their intended purpose.

The problem? Most companies try to attack all of them. Which widens the narrative… and weakens the strike.

And that’s where messaging goes abstract.

So I slow the room down and ask:

- Which alternative creates the loudest hidden risk?
- Which one feels “good enough”… but is dangerous?
- Which one costs your buyer the most emotional energy?
- Which one do you tend to win against the most?

We rank them.

Then we choose one to contrast against on the homepage.

Not because the others don’t matter. But because sharp messaging needs a primary enemy, not 5 background characters.

If you can’t clearly say who or what you’re replacing (and why they’re failing), your positioning isn’t finished. That’s the work.

Slack chaos. 8 people on Zoom. “Just one quick tweak to v7”.  That’s how B2B messaging loses its edges. It’s not how I run my messaging biz.

My MO is simple: everything that sparks misery for me—and for my clients—goes straight to the trash (thx Marie Kondo). 

Here’s how I operate instead:

1. Async by default. Thinking over reacting. Focused live workshops. Everything else happens async. B2B teams don’t need more Slack channels. They need to protect their thinking from urgency theater, half-formed opinions, and ego edits so they can make defensible decisions.

2. Messaging is a taskforce. Not a democracy. “We need to include everyone.” No, we don’t. Messaging is a high-stakes decision system. Committees optimize for comfort. Taskforces optimize for impact. And that’s why I work with 5 people max during workshops. No spectators. No drive-by opinions.

3. We compress time on purpose. Most messaging projects drag for months because they’re designed to avoid accountability by pushing more alignment, more versions, and softer edges. We do the opposite: fewer people, forced choices, recorded decisions.

4. We don’t brainstorm, we decide. I don’t ask, “what do you think?” I ask:
“Is this true? And can we defend it?”. Alignment becomes a side effect.

Committees produce messaging no one can argue with. They also produce messaging no buyer remembers.

Messaging that survives contact with the market requires decisions. Not consensus.

If your homepage has been “almost done” for 6 months… that’s probably your problem. DM me if you’re done optimizing for comfort and ready to optimize for impact.

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