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.

Jessica Walrack

Jessica Walrack Copy and Content

I am a professional freelance finance writer and journalist with 11+ years of experience writing and have a background in retail and B2B sales. I specialize in SEO-optimized personal finance articles and write for some of the leading media sites in the U.S. including CNN Underscored, U.S. News and World, Fox Money, and CBS News Moneywatch. 

I am very experienced with all parts of the content development process from SEO research to publishing. I love jumping onto teams and working with editors to create awesome content that drives results.

I am currently only providing freelance writing services for blogs and articles in the finance niche.

Check out my work and the results I drive on my website: https://jessicawalrack.com/

Want to chat about an upcoming project? Send me a DM!

Freelance Finance Writer and Journalist

CBS MoneyWatch

CBS MoneyWatch, a division of CBS News and a property of Paramount Global, is a personal finance website that provides advice on retirement, investing, money, work, and real estate. I provide them with blogs on various personal finance topics.

Freelance Personal Finance Writer

U.S. News & World Report

I’ll be contributing stories on a freelance basis to the money column.

Freelance Contributor

USA TODAY

I review personal finance articles and add insights to them.

Advisory Board Member

Investopedia

Investopedia has been helping readers through its financial news; original studies, research, data analysis; and best-in-class educational content for 21 years. I'm happy to be one of 840 contributors helping more than 44 million monthly readers find answers to empower them to take control and improve their financial lives.

Contributing Personal Finance Writer

All Things Freelance Writing

We are on a mission to create a lively, fun, and empowering freelance writing community that helps solopreneurs build thriving writing businesses they truly enjoy.

We envision a future community of millions of freelance writers helping one another run successful businesses they enjoy that also set them free to achieve other ambitions in life.

Find us on LinkedIn, Instagram, our Blog, our Shop, our FB group, and our podcast!

Performex Media Inc.

Performex Media is a creative content marketing agency that provides stunning media and engaging written content to drive results for our clients. I run all aspects of the written content side of the agency.

Co-Founder and COO

Forbes

Freelance Writer

Money

I write SEO-optimized personal finance content for the company which are published in newspapers across the U.S.

Personal finance freelance writer

The Balance

The Balance is among the top-10 largest finance properties as measured by comScore, a leading Internet measurement company, and helps over 100 million readers each year. We share in our mission to make personal finance easy to understand so it was a perfect place for me to jump on board and regularly contribute high-quality, search-optimized articles.

Personal Finance Writer

Freelance Finance Writer and Journalist 👩🏻‍💻🧲 | Business and Personal Finance Blogs | On-page SEO is my second language | U.S. News and World, Investopedia, & More | Founder of All Things Freelance Writing

Hi! I’m Jessica, a full-time freelance finance writer and marketing strategist with 10+ years of experience.

If you're looking for blogs, stories, or long-form content on finance-related topics, let's chat!

I cover mortgages, loans, credit cards, investment accounts, insurance, budgeting, and more.

My promise? Great content, no headaches!

You can find my work featured on many authority sites including CBS News MoneyWatch, US News, NewsWeek, USA Today, MSN Money, The Balance, Biz2Credit, The Simple Dollar, Interest, Investopedia, Commonbond, Supermoney, Bankrate, NextAdvisor, Guardian, Personalloans, as well as on hundreds of business websites.

I’ve helped my clients to rank at the top of the SERPs while engaging their human audience to drive specific results.

You can hire me to:

1️⃣ Write content and copy. ✍️

2️⃣ Edit/revamp existing content. ✅

I often work remotely with Founders, CEOs, Agency Owners, and Creative Directors. I love partnering with tight-knit teams!

What my clients are saying...

"Jessica is one of the best writers that we have ever worked with - she is very organized, structured and has great attention to detail. I've been in finance for over two decades and am super particular about what I'm looking for in our articles and writers - she is one of the very few that I've ever worked with where NO rewrites or edits were needed. We highly recommend Jessica!" -Jennifer Lammer, CEO, Founder & Chief Chef @ Diamond NestEgg

“I worked as Jessica's editor on a number of projects at ClearVoice. She is an amazing writer! She has incredible attention to detail, especially with complex subject manner and intricate style guides/briefs. Her copy is easy-to-read, error-free, engaging, and always nails the client's intended tone. She really excelled in the personal finance niche and was always one of my go-to writers for new assignments. I am always happy to send work her way because she makes my job so easy. I hope to keep collaborating in the future!” -Kristy Snyder, Editor at Clearvoice

Want to work together? DM me to see if we're a good fit!

I’m also the founder of All Things Freelance Writing. A community that helps freelance writers build profitable businesses they enjoy. Join 6.7K+ freelance writers who get our free jobs email every Friday!
https://allthingsfreelancewriting.beehiiv.com/

Calling freelance writers! It's that time again. 5️⃣ 4️⃣  new calls for writers from this week are up, including:

🗞️ MIT Technology Review is seeking pitches on nature (deadline 12/5)—$1 to $2 per word https://lnkd.in/geEtEzDK

🗞️ Late Checkout in the US is looking for pitches on food and drink stories through a cultural lens with a fun, fresh Gen-Z-approved voice—$150 for 200 words https://lnkd.in/gqbZeXPi

🗞️The Economic Hardship Project is looking for stories —$750-$1,500 https://lnkd.in/g6c_jeUi

🗞️Cycling News in the UK is looking for freelance feature writers with ideas about cycling and racing for long-form commissions https://lnkd.in/gqbQQFjX

+ find 50 more potential freelance writing clients here: https://lnkd.in/g7P4t6EC

✏️ Happy Friday and good luck!

#AllThingsFreelanceWriting 
#WritingJobs 
#FreelanceWriters

P.S. These kinds of calls go out to Early Bird members every weekday via Slack and email ➡️🐦 https://lnkd.in/eGXF9ZP9

Freelance Finance Writer and Journalist 👩🏻‍💻🧲 | Business and Personal Finance Content | U.S. News and World, CBS MoneyWatch, & More | Founder of the ATFW Community

✏ How to ask for freelance writers on LinkedIn, get great-fit applicants, and save time:

1️⃣: Share the type of freelance writer you are looking for in terms of experience, industry specialization, and writing type specialization. 

For example:
-I’m looking for B2B SaaS freelance copywriters with at least 2 years of experience.
-I’m looking for generalist freelance blog writers of all experience levels who can cover topics in various industries. 

2️⃣: Share location requirements. 🌍 
Are you open to writers worldwide, or do they need to be in a specific country, region, city, etc.?

3️⃣: Share the type of writing you need. 💻 
Describe the work you need in more detail. For example, is it long-form blogs, web copy, branding guidelines, ads, news stories, all of the above? 

Bonus points for sharing details like desired word counts and how many pieces of content you need per month.

4️⃣: Share your company. 
What company are you hiring writers for?

5️⃣: Share the requirements for the role. 
Is there a deadline to apply? Do writers need to have specific experience? Are you looking for them to start right away and be available for a certain amount of work? 

6️⃣: Share an idea of the compensation.💰 
What is the ballpark budget for the role?
If it varies, provide a range or a starting figure. 

7️⃣: How to apply 📩 
How should writers apply? Provide a contact method and what they should send you (e.g., 3 samples, a portfolio link, etc.). Application forms are ideal! DMs on the platform can be difficult/restricted and limit your responses. 

As with most things, a bit of upfront prep will save LOTS of time on the back end!

#FreelanceWriting 
#FreelanceWriters 
#Hiring

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The Battle

Benjamin Watkins

Jessica Walrack

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Performance ScoreBenjamin Watkins's LinkedIn Performance

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taplio

The Battle

Benjamin Watkins

Jessica Walrack

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

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Performance ScoreBenjamin Watkins's LinkedIn Performance