Benjamin Watkins

Watkins Agency

Watkins Agency is a positioning and messaging consultancy for B2B healthcare brands.

We've worked with Tomorrow Health, Focus Solutions, Sycle, Validic, Laguna, SingleComm, Penelope, Anya Health, Ayin Health, SmartCue, DexCare, and Parallel.

Founder of Watkins Agency

This Is Copy

This Is Copy is a resource to help copywriters and marketers in healthcare.

From workshops to content, we show founders, copywriters, and marketers how to speed up sales cycles, reframe sales emails, and create persuasive messaging.

Founder of This Is Copy

La Vie Ben Rose

Every week, I share copywriting examples and columns in B2B healthcare and SaaS.

I share email and landing page messaging techniques. I also look at data-driven strategies that help brands capture the voice of the customer to improve conversions and shorten sales cycles.

I've had the privilege of working with brands like BristleHealth, Tomorrow Health, Telemedicx, Sycle, Penelope Retirement, EverTransit, Anya Health, Laguna Health, Lucinetic, SingleComm, Parallel Learning, SmartCue, and more.

Founder

I teach creators, brands, copywriters, and marketers all about copywriting, writing, and creativity through cohorts, workshops, and courses.

I also like to write about what I'm learning until my brain needs more coffee.

Writer

California State University, Monterey Bay

Guest speaker at CSU Monterey. I help students and entrepreneurs with copywriting, marketing, and communications strategy.

Guest Speaker

RXMG

As Content Coordinator, I am responsible for writing and developing high-quality copy (clear, concise, and grammatically correct) for digital marketing campaigns and internal sites across all verticals; monitor effectiveness of marketing campaigns and align content creation with audience engagement trends; to coordinate between internal departments/teams and external advertisers and affiliates to ensure all content requirements are being met and relaying performance and; to develop and maintain systems and processes for managing copy and measuring performance. 

Other responsibilities include understanding the different language styles that appeal to various audiences/industries; being highly creative and curious about client's products, services, and industries; editing copy for message clarity, flow, consistency, grammar, brand voice, and tone; the ability to work autonomously on content assignments, often with tight deadlines and; regularly communicate with internal and external parties and maintain a high level of relationship management and confidentiality.

Email Coordinator and Lead Copywriter

NORCAL Ambulance

BLS emergency medical technician for hospitals and skilled nursing facilities.

Emergency Medical Technician

Ripon Unified School District

8th grade self-contained class. Teacher of History, Science, English, and Math.

Teacher

Copywriter for health & SaaS companies. B2B landing pages, emails, and social ads for fast-growing health tech and SaaS companies. Dad of five adventurous kids (send coffee)

Watkins Agency is a consulting firm that helps B2B healthcare & tech companies with positioning and messaging.

We get your customers to say, "This is a no-brainer," so they buy faster and understand everything you do.

And we do that by clarifying your positioning, sharpening your messaging, and writing compelling, voice of customer snazzy copy.

Loved by Tomorrow Health, Bristle Health, Focus Health, Sycle, Validic, and DexCare.

We've also:

→  I've helped SmartCue rank no. 1 on ProductHunt
→  I've worked with Bristle Health to align positioning and messaging
→  Helped Tomorrow Health get clear on positioning and messaging to elevate their sales deck
→ Developed Sycle's messaging around lifecycle emails

"Ben is a fantastic copywriter. He understood our business and what we were looking for. He delivered copywriting that gave Opsera a voice that stood out to customers. Ben is a copywriter I highly recommend if you want results."

- Susmitha Vakkalanka, VP of Marketing of Opsera 

"Ben is awesome, folks! Not only did he turn around awesome copy but he went out of his way to help us get things right before launch! Hire Ben! 💯"

- Robin Singhvi, Founder of SmartCue

ThisIsCopy is a collection of the best copywriting and marketing examples on the internet.

www.ThisIsCopy.com

People sometimes ask me, "Ben, how do you find time to write with 5 kids at home?"

I actually have a simple strategy for that.

It's called, "Hiding"

I hide in the garage. I hide in the bathroom. I hide behind doors. I hide behind curtains. I hide on the roof.

I didn't even realize how many hiding spots were in my house until I worked from home. And there are a lot.

It even sparks spontaneous conversations when I hop on zoom calls with prospects and clients.

"Where are you working, Ben?"

"Oh this? It's just the top of the roof."

And that folks, is the secret to working from home.

Positioning & Messaging for B2B Healthcare SaaS. Deeply researched positioning insights (while I make more coffee)

Waiting for LinkedIn to send out this notification:

"Since OpenAI is down, you may see LinkedIn posts riddled with spelling errors, fewer hyphens, and that seem like an actual human wrote them (I know, a bit bonkers).

Do not be afraid, the robots will eventually return."

Positioning & Messaging for B2B healthcare & SaaS. Deeply researched positioning insights (while I make more coffee)

If you're ever stuck in your copywriting process, just ask these questions

1: Who's the enemy of what I'm trying to say
2: What's the conflict
3: What's the ultimate truth I'm trying to get at

Things are more interesting when you're finding the conflict in things. 

And it makes it more interesting to read.

One of the coolest and most underrated LinkedIn features that LinkedIn doesn't even tell you about is the ability to see someone's post from 3 weeks ago.

It's like forcing someone to time travel back through LinkedIn time regardless if you want to or not.

"The older I get, the more I realize self-confidence makes all the difference."

I remember seeing this tweet from Justin Welsh. And it made a huge difference in how I do business.

2025 was about having the confidence to get rejected as much as it was to test new offers. It was about putting myself out there regardless of the outcome.

The biggest highlights in 2025 were:

- Doing so much more positioning work for B2B healthcare
- Getting better at outbound, especially on LinkedIn
- Having the confidence to launch a new positioning offer
- Actually buckling down and implementing systems (and sticking with them)

I also worked with the awesome Darren McKee and Ken Yarmosh on all things sales, LinkedIn, and actually building a solo business with the right systems and processes.

I've also doubled down on connecting with healthcare folks in Slack groups like Health Tech Nerds. 

While I adopted a lot of things into my business, I actually decided to delete email from my phone, and it's been a game-changer. I was checking it every 5 minutes.

I have to remind myself that the business I'm building means to give myself grace whenever I'm stuck or not going as fast as possible.

I get a lot of opportunities that I actually need to take more advantage of, even if it means slowing down. The world won't end. It means random 2 pm bike rides with the kids, rewatching Stranger Things at lunch break, or just pausing to slow down for a minute.

I get to work with awesome clients. I get to build a business that affords me so many opportunities. 

2026 is about building that confidence, doing more positioning workshops with emails and landing pages that showcase it, going to an in-person conference, and meeting more awesome people (while drinking more coffee and eating more toffee).

If you want to work together on your brand's positioning (especially around decks, emails, and landing pages), shoot me a DM!

P.S. Thanks Jason Faber for the inspiration!

2025 Wrapped

Here's a brushup:

Positioning is what you’re allowed to say 
Messaging is how you say it. 
Copywriting is where and in what words you say it

Memorize. Pop quiz in 2026.

Is positioning in B2B healthcare actually harder?

In some instances, yes, because you're often dealing with more risk, more decision makers, and you're always challenging the status quo.

So you're creating alighment across teams in a sales deck and across your emails and landing pages.

The challenge is two fold:

First, you have to first get super clear on your positioning.

1. Map out the reason why customers choose you
2. Know your differentiated value
3. What jobs to be done are you solving
4. What are the unique (provable) attributes you are winning in the market
5. Identify your champion who care the most about your specific value 

Then you have to get your positioning something to stand on with your messaging.

1. You've built a clear differentiated story
2. You've mapped out attributes your customers care most about
3. You've clearly identified your champion that you can call out in your messaging
4. You know what problem you're solving (and the use case you can say in your messaging)
5. Choose the category that reiterates the voice of the customer and what they believe

In B2B healthcare, the solutions have to be more obvious because there are more decision makers and they need 

Whenever I work with healthcare teams, we go through this process and we uncover these central questions:

1: Who are we the best for?
2. Why would they switch?

Of course, there are a lot of reasons you want to find out around these. But the point is to find multilple directions.

P.S. Here's a before/after that shows what happens when you know who you're best for and why they'd switch

I don't usually give a shoutout to startups, but gotta hand it to Maggi Heneghan and Sumly.

Beyond being super kind, helpful, and knowing everything about taxes (the season I hate most), they have an app that's insanely good for solopreneurs like myself.

Been using their app for all things business and it's been amazing (no affiliation or anything). Better than QB. Better than anything I've tried.

They keep doing awesome work. And everyone should try them (if you're a solopreneur that is).

Superlatives don't belong in your copy.

Across all of the landing pages and emails I've written, I've learned that it really creates three kinds of problems:

1. It's not voice of customer
2. If a customer said something of the sorts, it's usually taken out of context
3. Superlatives are a shortcut to writing lazy copy because you want your product to sound amazing

A simple fix is to replace all of your superlatives with specifics.

You can actually work backwards like this.

1. Give your headline a superlative
2. Ask your product, sales, and marketing team why they think it's the greatest
3. Compare it with why customers say the product is so good or what it helps them achieve

You have to systematically break down why your product is so great.

Because hype does not equal persuasion.

In my experience, there's always a disconnect between telling someone how great your product is vs. showing them

Your team wants to hype up the product. Your team wants to impress by throwing in superlatives (and it actually causes skepticism)

Your product doesn't sell more on the hype you give it.

Your product will sell more based on the hype your customers give it.

The most valuable lesson I've learned as a B2B healthcare positioning consultant?

Positioning is wildly misunderstood.

There's a lot of whack-a-doo positioning nonsense out there about how positioning is just a marketing exercise. Or it's just something that lives in our sales deck.

I hear it a lot across B2B healthcare:

- We have multiple products and don't have a flagship product
- We have lots of differentiation, but don't know which one to lead with
- Our positioning needs revisiting because we've changed since we talked about it

It all boils down to knowing how to stand out in the market.

It's easy to say why you're the best, why you're the best, and yada yada yada.

The hardest thing about positioning is saying who you're NOT for. It's choosing a direction based on what your customers value the most (not what you like or gravitate toward the most).

And that means staying out of your own way.

Because when the positioning is done right, it shows up on your website, landing pages, and emails.

B2B healthcare emails are still wildly underused (and undervalued).

Most B2B emails in general are webinars, updates, or "see you at the next conference" emails.

There's a real lack of emails that drive storytelling, take readers from unaware to problem aware, segment, or even highlight a real and relevant problem.

A core positioning narrative fixes a lot of this (if you can take it from your deck to your emails).

That means your nurture emails know how to frame a problem. Your outbound emails have a strong POV. Your product emails read like real value differentiators. 

Sure, you can still write emails without the perfect pitch deck or even without a pitch deck at all. 

But everything falls into place when you have a strong narrative to guide the copy across your emails for your marketing and sales teams.

Your emails aren't a checkbox on your calendar.

They should feel like they are actually checking off your core ICP's "we need that" checkbox.

Was going to write a banger post on B2B healthcare positioning. 

Got distracted and made bread instead.

No alternative text description for this image

Here's a super tactical, strategic, and mind-blowing way to improve your B2B positioning and copywriting in 2026.

- Hire Ben Watkins
- Hire Ben Watkins
- Hire Ben Watkins

My hobbies for December. 

Also my hobbies from January through November.

Positioning is a lot like sports.

With any great team, you need an identity. And it doesn't matter how great you are at offense if your defense is horrible.

Because when you have great defense, it often leads to offensive opportunities.

B2B positioning is exactly the same way.

When you fix internal clarity, you fix how you express that message and identity across your industry.

They aren't stand-alone. They work with each other to build a unique and winning identity.

For example, category and differentiation lead what you say across your homepage, emails, and landing pages.

The value of what you offer plays into the messaging hierarchy and the strategic narrative you tell across messaging.

And building that strong POV is what gives you the firepower to deliver a clear sales story.

A lot of the mistakes across B2B startups are running an offense without a clear identity. Without a defense, when prospects ask questions about category or value differentiation.

When you build a great defense, building an offense is so much easier.

Why do so many B2B landing page hero sections fall short?

Because there's no clear differentiation (and a lack of empathy).

When your positioning story is told through the lens of your segment and how you're different, the messaging falls into place.

Then you tighten that messaging by getting more specific and pulling in empathy.

Landing page hero sections should get the reader to stop because they realize it's for them and what you can do for them.

How are you dialing in your B2B emails?

Positioning gives you the roadmap. But there's always a challenge of getting that story onto your emails.

I created a mapping checklist for email. And it also involved asking the right questions:

- What copy formula aligns with the buyers' awareness?
- Where can I find the voice of the customer?
- Why won't prospects take action?
- How can I reframe stories to shift perspectives?
- What's the next "yes" I'm selling?
- What's generic that I can cut from the messaging?
- What's the cost of inaction?
- What's the enemy of my messaging?
- Is this message worth forwarding to someone I know?
- What would be the most highlighted sentence in this message?

These are questions I'm constantly asking as I write B2B emails (to bring that positioning to life).

Why is it so hard to show the value of your features?

Because we always stop at benefits (feels safer without getting overly promisy and maybe risky).

In B2B healthcare and life sciences, you need to continue to map it to a goal the customer is trying to achieve (h/t to April Dunford for this inspiration).

To get value clarity, you have to keep asking, "so what, so what, so what, so what" to drive home that specific question. 

But don't just arrive at a general vague business value that isn't attached to anyone or any scenario.

Your features to value mapping becomes more powerful when you can:

1. Attach it to a use case
2. Know the value clarity for who benefits the most
3. Know who loses the most with the consequences of not taking action

Getting more into the weeds with this stuff in the next few weeks.

There are too many positioning myths.

Part of it is because we want to believe we are the only unique healthcare startup doing amazing things.

Or maybe we think our features are super rad and clearly speak for themselves without any explanation.

The challenge is getting granular in four specific areas:

1. What's your market category
2. Who's your competition (including status quo)
3. Who's your best-fit customer (not just addressable market)
4. What's your value differentiation that matters to your best-fit buyers?

You don't solve this with a one-time exercise. 

You find this when everyone is aligned. You know what directions you can go in based on the problems you solve for your best-fit customers.

When you have direction, you know where (and who) you can help the most.

✨Help busy CEO's, & creators to build their brands on socials I Personal Brand coach I Personal Branding, & Engagement strategist at Right Outsourcing & Small Biz Marketing ✨

Your Brand Is Talking, But Is It Saying the Right Thing? 🤔

Most CEOs have incredible stories, strong businesses, and bold visions.

But here’s the truth, if your brand positioning isn’t clear, your message blends in instead of standing out.

That’s where I step in. 

I’m Asma Rafat, a Brand Positioning Expert & Strategist helping busy CEOs transform their online presence into a powerful client-attracting machine, without spending hours creating content or chasing leads.

After 3+ years of helping CEOs and agencies strengthen their LinkedIn presence, I use a proven 4-step framework that builds authority and visibility strategically.

Here’s how I help you stand out 👇

👉 Step 1: Brand Clarity & Positioning

I uncover your unique value, define your niche, and craft a positioning strategy that communicates your strengths clearly to your target audience.

👉 Step 2: Profile Optimization

Your profile becomes your digital storefront.

I optimize it to reflect your expertise, credibility, and attract high-value clients effortlessly.

👉 Step 3: Content Strategy & Social Media Management

From storytelling posts to engaging visuals

I create, manage, and schedule content that aligns with your brand voice and drives consistent visibility.

👉 Step 4: Strategic Community Engagement

No more “post and disappear.” 

I engage with the right audience, nurture connections, and turn conversations into qualified leads.

The result?

A brand that works while you focus on scaling your business.

💬 Ready to clarify your positioning and attract clients who value your expertise?

DM me or book a 1:1 session — and let’s position your brand where it truly belongs: 
"In the spotlight".

Link is in the featured section. 👉

Asma Rafat

80% of LinkedIn profiles don't convert potential clients—don't let yours be one of them!

Your LinkedIn profile isn’t just a digital business card. It’s a 24/7 salesperson. If it’s not converting, it’s time for a fix!

Here’s where most profiles go wrong 
(and how to fix them):

✔ Your banner
↳ 58% of people notice visuals first. 

↳ Use it to highlight your mission with a clear message or a strong call-to-action.

 ✔ Your headline
↳ Add value. 

↳ Instead of just your title, include how you help others or your niche expertise.

 ✔ Your featured section 
↳ Use this to showcase results—client success stories, impactful projects, or standout posts.

↳ Use this to also add your Call to Action (CTA) i.e. guiding viewers on what to do next (connect, DM, or visit your website)?

 ✔ Your About Section 
↳ Stats show 40% of LinkedIn users read about section.

↳ Think storytelling! Share your journey and let people see the real you. Make it personal and engaging.

 ✔ Your activity
↳ Active profiles get 5x more connection requests. 

↳ Post content 3-5x in a week, and
↳ Engage authentically and consistently.

✅ Remember, 

𝘈 𝘴𝘵𝘢𝘯𝘥𝘰𝘶𝘵 𝘱𝘳𝘰𝘧𝘪𝘭𝘦 = 𝘮𝘰𝘳𝘦 𝘷𝘪𝘴𝘪𝘣𝘪𝘭𝘪𝘵𝘺, 𝘵𝘳𝘶𝘴𝘵, 𝘢𝘯𝘥 𝘰𝘱𝘱𝘰𝘳𝘵𝘶𝘯𝘪𝘵𝘪𝘦𝘴.

PS- When was the last time you updated your Profile?
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♻Repost if this adds value.

#linkedin #profileconversion #missingopportunities #CEOs #Founders #solopreneurs #creatorsoflinkedin

Freelance Personal Brand & SMM Strategist | Help CEOs and founders build a strong online presence by clarifying their positioning and turn content into clients in 90 days | Engagement strategist | LinkedIn Mentor

It took me 2 years to learn this, but I'll teach you in <1 minute.

The reasons why you’re not growing on LinkedIn are:

💡 𝐘𝐨𝐮𝐫 𝐡𝐨𝐨𝐤𝐬 𝐝𝐨𝐧’𝐭 𝐬𝐭𝐨𝐩 𝐭𝐡𝐞 𝐬𝐜𝐫𝐨𝐥𝐥.

↳ Invest 70% of your effort into crafting a killer hook.
↳ Use questions, numbers, or storytelling—
they work wonders!

💡 𝐘𝐨𝐮𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐢𝐬 𝐡𝐚𝐫𝐝 𝐭𝐨 𝐫𝐞𝐚𝐝.

↳ Cut the jargon. Write like you talk. Simple works.

💡 𝐘𝐨𝐮’𝐫𝐞 𝐧𝐨𝐭 𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐬𝐭𝐨𝐫𝐢𝐞𝐬.

↳ Share your opinions, not just Google-able facts.
↳ Talk about your learnings and experiences—
it’s what makes you relatable.

💡 𝐘𝐨𝐮’𝐫𝐞 𝐧𝐨𝐭 𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭.

↳ Aim to post 3–5 times a week 
↳ The more the better
(This way, you'll stay top of mind 
with your audience).

💡 𝐘𝐨𝐮’𝐫𝐞 𝐧𝐨𝐭 𝐞𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐞𝐧𝐨𝐮𝐠𝐡.

↳ Spend at least 60 minutes daily engaging with your audience.

↳ Interact with your ideal clients, peers, and
industry experts.

𝑅𝑒𝑚𝑒𝑚𝑏𝑒𝑟,

LinkedIn is simple. 
Many creators with <5K followers are
crushing it here!

𝐓𝐡𝐞 𝐫𝐞𝐚𝐬𝐨𝐧?

They stick to the basics & commit to a 
daily routine.

You can do it too—if you make LinkedIn 
your priority!
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♻️ Found this helpful? Repost to share 
with others!
-------------------
👉 Follow Asma Rafat for more tips to build a 
personal brand that generates leads 24/7.

#LinkedInGrowth #PersonalBranding #TipsForCEOs #Founders

CEOs, Founders or Solopreneurs — ready to quit LinkedIn because “nothing is working”? Stop. Read this before you disappear. 👇

Have you ever heard of the 'Bamboo Mentality'? 

For the first 5 years, bamboo shows no visible growth.
Nothing.
Just silent progress happening underground.

But once it’s ready…
It shoots up 90 feet in 6 weeks.
That’s the power of compound growth.

Most founders quit LinkedIn long before their “bamboo moment.”
They expect results in 30 days…
When real impact needs persistence, consistency, and patience.

As a brand strategist, I see this all the time.
Founders create content for a month → barely any engagement → they stop.

But the truth?

You don’t grow because of one viral post.
You grow because you show up when no one claps.

Adopt the bamboo mentality on LinkedIn:

 🌱 Keep posting even when the likes are low.
 🌱 Build relationships before expecting leads.
 🌱 Share your expertise even when it feels unnoticed.
 🌱 Stay consistent long enough for the algorithm to trust you.

Because the compound effect kicks in only for those who stay.
Your bamboo moment is coming — don’t quit before it shoots. 💛

PS — How long have you been consistent on LinkedIn?
.
.
.
👉 CEOs, founders, or solopreneurs— if you're interested to commit for a long haul. DM me “STRATEGIST” to build a system that gets you clients month after month.

✨ PSS — I’ve opened 2 slots with 50% off my Social Media Management service for founders & CEOs who want real growth in 2025 & beyond.

Grab it before it’s gone.
.
.
.
Shoutout to Chris Donnelly for explaining this so simply — just the push founders need to keep showing up on LinkedIn!
 
#linkedingrowth #socialmedia #CEOs #Founders #solopreneurs
#brandstrategist #brandpositioningexpert

Ready to Quit LinkedIn? Read This Before You dDsappear...

"Scheduling posts kills your reach."

You’ve heard this… but let me tell you a truth nobody talks about.

I get this question ALL the time — in comments, in DMs, everywhere:
“Asma… does scheduling content even work?”

Short answer?
YES. It does. 100%.
 
Long answer?

Your impressions didn’t drop because you scheduled… they dropped because you disappeared. (Read that again )

Most people schedule → post goes live → they do ZERO engagement.
 
No warm-up comments
No feed activity
No networking

…and then they blame the poor scheduling button. 😂

Think about it; if scheduling was “bad,” why would LinkedIn even build that feature?

They literally launched it because busy CEOs, founders, soloprenuers and creators needed it.

I schedule my content AND all my clients’ content in advance — and guess what?

It helps me:

 ✔ Focus more on engagement
 ✔ Be present for networking
 ✔ Avoid last-minute panic posting
 ✔ Show up consistently (even on low-energy days)

So the problem isn’t scheduling.
The problem is posting and vanishing.

Use the feature wisely, it’s a blessing in disguise for all of us juggling a hundred things at once.

PS- What's your opinion regarding this? Would love to hear it..
.
.
.
PSS- Got a question? Drop it in the comments or DM me.
I’ll help you for free — the same advice others charge $$$ for. 😉
.
.
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Follow Asma Rafat for more simple, practical social media tips that actually work...
.
.
.

✨ And if you’re truly ready to make a real impact on socials, I’ve got only one REMAINING exclusive slot for CEOs, founders, solopreneurs, and creators who want real visibility — and want to earn in $$$ even while they sleep in 2025 and beyond.

📩 DM me “New Year”

 or

 📌 Book directly from my Featured section to unlock 50% off my social media management service.

Don’t wait — offers like this don’t stay forever.
Your future self will thank you. 💛

#linkedin #growth #CEOs #Founders #Solopreneurs #Creators

taplio

The Battle

Benjamin Watkins

Asma Rafat

Followers

Posts

Engagements

Likes

Performance ScoreBenjamin Watkins's LinkedIn Performance

Performance ScoreAsma Rafat's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Benjamin Watkins

Asma Rafat

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Benjamin Watkins's LinkedIn Performance

Performance ScoreAsma Rafat's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreBenjamin Watkins's LinkedIn Performance