Benjamin Watkins

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)

I help B2B healthcare and SaaS companies stand out with clear strategic product positioning through internal decks, a paid landing page, and a nurture sequence.

Collaborated with Tomorrow Health, Bristle Health, Focus Health, Sycle, Validic, PromptlyCheckin, and more.

"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! He went out of his way to help us get things right before launch! Hire Ben! 💯"

- Robin Singhvi, Founder of SmartCue

Founder

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

www.ThisIsCopy.com

Just laid off my entire team today because they weren't meeting quota.

Goodbye to these fine folks:

Ben W - Head of Marketing
Ben W - VP of Sales
Ben W - Chief Revenue Officer
Ben W - Chief Copywriter

The good news is I've already found new talent that can start for me on Monday.

Say hello to: 

Ben W - Head of Marketing
Ben W - VP of Sales
Ben W - Chief Revenue Officer
Ben W - Chief Copywriter

Excited for this new team!

Founder of ThisIsCopy.com | B2B Healthcare Positioning & Messaging | ☕️ Espresso connoisseur

"We just need better messaging."

Actually, you need better positioning.

Positioning always comes first.

Here's the down low: Companies hire a copywriter to fix their website. And a copywriter often rewrites everything beautifully. Professional. Polished.

But you need a foundation before you create demand. You can't write your way out of unclear positioning.

Messaging is how you say it. Positioning is what you say.

If you don't know who you are for and what makes you different, no amount of copy will save you.

It's like asking someone to wrap a gift when you haven't decided what's inside the box.

It's 2026 and the winter olympics still don't have AI skiing, AI figure skating, AI snowboarding, or even AI ice hockey.

Can you imagine the efficiency if we did?

Why spend years training to do a crazy triple jump or quadruple snowboarding spin when you can get AI robots to eventually do it for you without ever making a mistake?

Maybe in 2030.

Made sponge cream cake (Erdbeerrolle), so I have the right food supplies during this ice storm.

Didn't really turn into a roll. But it was still delicious.

Stay safe out there!

B2B Healthcare SaaS Positioning & Messaging | ☕️ Espresso connoisseur

A friendly reminder that it's never too late for an espresso.

Easily one of the best flowcharts ever made.

The last few months, I had the amazing opportunity to work with Britt Prim and Karias Health.
 
And they were the absolute best!

Loved helping them with all things positioning, messaging, and getting their prospecting emails dialed in (and talking all things Stranger Things with Britt).
 
And I love even more that they booked multiple meetings (and pipeline activity!) from these emails.
 
Nothing better helping healthcare teams win!

Britt Prim thanks for being awesome, kind, and an absolute joy to work with!

I remember telling my mom and dad when I was 4 years old that I wanted to be a B2B healthcare positioning and messaging consultant when I grew up.

Wild how life turns out. 

Dreams do come true.

The worst advice on hero sections is:

"Just make it clearer"

Something that's clear to an engineer could be wildly unclear to a clinical director. 

And it's only bad if you don't know how to make it clearer. The HOW of how to make it clear.

First, you need to know the 4 types of readers (h/t to Joanna Wiebe for this):

- Spontaneous (fast, emotional) They are the skimmers that want to know “What is this?” and “What can I do here?”

- Competitive (fast, logical): They are scanning for “What is this?” + “Who is it for?”

- Humanistic (slow, emotional): They like to read the whole page, but feel uncertain if they don't know what the hero section communicates

- Methodical (slow, logical) They notice the hero, but treat as a map for directions

And what they all have in common is these want these questions answered (and 8 seconds or less):

- What is this? 
- Who is it for?
- What can I do here?

Especially in B2B healthcare SaaS, when you have to be clearer than ever who your champion is and how you're helping them (and what category you're competing in).

It's easy to sound good internally. But does it make sense to your buyers?

P.S. I share more copywriting (and positioning) examples in my newsletter every week: https://lnkd.in/emV7YTJP

Love working with the Promptly team!

They are doing amazing things in healthcare, especially around specialty practices. Like seriously amazing.

And they have an awesome amazing team behind it all. I had a blast working with them on positioning strategy to messaging. 

P.S. If you're a B2B healthcare company and need help with positioning and messaging, I have a few spots for my positioning accelerator in February!

Healthcare companies love to add more category labels.

"We're an integration platform and a healthcare data platform and an API platform, AND we do interoperability solutions!"

Choosing a market category before you've done positioning work is what April Dunford calls tail wagging the dog.

The problem often stems from starting narrow and as you grew, you kept adding category lables instead of finding one frame that fit them all.

It could also be that you're mirroring the confusion of the market. When the market hasn't defined the label. You only mirror that confusion instead of defining it (and trying to undo assumptions).

I get it, everyone wants to place themselves in a category right away because you want to be viewed a certain way.

But you don't decide the category until you've done the work to know what value you're delivering to your market.

It's like trying to arrive at a math solution without showing your work.

You might have the right answer. You might have the wrong answer. But you'll never know if you can't trace your work (and I hated doing that in school).

"Can't we just skip to the end"

Every startup wants to give themselves a label before they've done the work. But when you do that (and you create lablel after label), you're confusing internally to your team and to your buyers. 

Start with knowing what you offer before you give yourself a definition.

This week I got an exclusive, top‑secret look at how a B2B AI startup really positions itself:

Forgot to share my baked creation from this weekend.

Sunken apple cake (Versunkener Apfelkuchen)

I might need help pronouncing it (Kayla Plettenberg 🧬)

One of the hardest things about B2B positioning is commitment.

Commitment from everyone in the organization.

Commitment to put together a vision.

Commitment to help one audience.

Commitment to solve one problem.

Commitment is everything.

Healthcare startups need to ask the right questions. 

Instead of jumping right into messaging, consider diagnosing which part of your positioning needs work.

Maybe your differentiation is unclear across the board. Maybe your buyers keep putting you in a category that you don't want to belong in.

Different symptoms require different fixes.

Flatiron Health didn't win by writing better copy. They won by narrowing to EHR for oncology. 

Veeva entered a known category (pharma CRM).

Most healthcare teams skip this step. They rewrite the homepage, landing pages, and emails when the real problem is upstream.

The evolution of AI:

2023: "You're using AI?! You're fired."
2024: "You can use AI for spellcheck only."
2025: "You can use AI, just don't make it obvious."
2026: "You're not using AI?! You're fired."

Building a product is not a positioning strategy.

Showing your product demo is not a positioning strategy. Creating a marketing strategy is not a positioning strategy.

Your positioning strategy defines your product and why it's perfect for that target market (and why they should care).

Think of it like this: positioning is the strategic decision about who your hero is, what enemy they're fighting, and why your product is the obvious weapon for that specific battle. 

And those decisions inform the message on your homepage, landing page, and emails.

"It’s getting harder and harder to differentiate in B2B healthcare."

I hear this a lot from startup founders (mostly because everyone is shouting AI to the rooftops).

And typically the problem is one of these:

- Comparing features without clear value ("this is our feature. You must know the value"
- You're chasing a broad market with no clear champion
- You're positioning against the wrong competitor or status quo

At the end of the day, you don't fix any of these things by explaining things better. And you definitely don't say louder and louder.

Instead, you focus on the value you deliver to a specific market with a specific use case.

❌ Differentiation ≠ more value

✅ Differentiation = specific value to a specific buyer in a specific use case

Focus on the core problem you're solving for that specific buyer and the value that is delivered specifically to them.

As a startup, your goal is not to sell AI or features or a brand new software. Your goal is to replace the alternative your customers are using because they see the value of what you offer as the obvious thing they need.

So your differentiation is never about being louder.

It's about being ultra clear on what you do, who you help, and how you're different.

Your positioning is only as good as your understanding of the market.

Positioning is context.

Let's imagine that your B2B healthcare startup positioned around AI and mediocre messaging a few years ago. You might have some traction because it was new and you were first on the scene.

Customers came on by. You smiled. And things were jolly.

"Yes! We know our market and how to stand out forever!"

Actually, no. 

Your positioning works so long as the market context that made it exist is still relevant and true. 

It's one thing to know your product and your customers, it's another to know how the market changes that relationship over time. 

That means you have to revisit your positioning as the market evolves and things change. Because the status quo changes. And you have to redefine who your actual competitors are. 

When I work with startups on positioning, we are looking at what capabilities matter right now. And what buyers care about right now.

Positioning is not about what worked at one time. It's about what's working for your customers right now.

What makes you the best choice right now.

Of all the worst marketing-hypy lingo, "reimagined" is in my top 3 of most hated.

I help B2B content teams with blog & email copywriting that educates, nurtures & converts

Is LinkedIn swallowing far too much of your time?Quitting isn't an option.Nor is taking your foot off the gas.After all, when done right it can be a key revenue-driver for your business.But you also know that:- Creating content every week- Analysing what is &amp; isn't resonating- And staying up to date with current LinkedIn best practices...is not the best use of your time.Not to mention the amount of mental bandwidth it takes up.  The truth is, whenever you see other founders on LinkedIn who are killing it – 9x outta 10 they’re not doing it alone.They have others to help:  - Extract their insights- Write &amp; design content- Foster meaningful DM convos w/ prospects - And plan aheadThis is what I can help you with.Over the last 18 months, I’ve helped founders drive over 4,000,000 views, over 35,000 new followers, and over 40,000 product users &amp; clients.And none of that has come from:  - Generic AI guff - Cringeworthy stories - Or banal ‘leadership’ quotesIt comes from tackling real customer pain points &amp; objections. It comes from sharing unique, practical frameworks that are proven to help people. And from behind-the-scenes content that educates, inspires &amp; drives trust for you &amp; your business.So if you’re interested in driving more revenue from LinkedIn (while also claiming back your time &amp; head space) – either:  (a) Shoot me a DM, or... (b) Email me at: jonny@triverb.comSpeak soon.JP

Jonny Price

Newsflash: I’m changing my stance on LinkedIn.

(brought to you by WCNC - Who Cares News Corp)

A year ago, I went for dinner with some old friends.

Soho, London.
A beehive of people.
Beers and banter a’flowin.

It was like a time machine had plonked us back 14 years.

All was well with the world. 

Until I overheard 2 of my ex-housemates hating on LinkedIn while I stood at the bar.

“Ugh... it’s so cringe. Full of blowhards. I hate it.”

Both of ‘em knew I was posting. 
They’d mentioned it earlier on.

But now I knew how they really felt.  

It was like an *indirect* intervention 🤣

Thing is, I don’t blame them for thinking that way.

I think the same thing from time to time.

But what they don’t see is...

- The clarity of thought that comes from writing online.

- The network of peers and prospects being built in the background. 

- And the flywheel of biz opps that come off the back of that network.

It doesn’t matter whether you work for an employer or you run your own shop.

Showing up on LinkedIn, and figuring it out over time only helps you in the long run.

It’s helped me ton since I started posting in 2022.

So who cares what the critics think?
And who cares what that negative inner voice thinks?

Because recoiling from sales & marketing in business is like fighting a polar bear with both arms tied behind ur back.

(Ur gun get f*cked up!)  

Like it or not, you have to let people know that you exist.
And you have to remind them constantly.

Because they ain’t gunna come lookin’.

And no one is gunna do it for you!

So... here’s the new story I’m telling myself about LinkedIn (to rewire this negative brain circuitry):

See it as a low-stakes game. 
Not as some be-all-end-all. 

Be intentional about the content you make. 

If you see content that makes you wince, take a moment to understand why. Then avoid doing that.

Plenty of people create great content on here. 
Use that to motivate you and learn from.

And ultimately... just show up and be useful.

Do that enough and people will start to know, like and trust you enough to PAY you for help.  

Chat soon,

JP

Jonny Price 🦉

I ghostwrite LinkedIn posts for creator-led businesses | Helped drive 4M+ views & 40K+ product users for my SaaS clients

There are 3 types of people on LinkedIn:

(from hardest to easiest)

1. Those who create
2. Those who passively consume
3. Those who criticise

You're likely familiar with Roosevelt's 'Man in the Arena.'
 
So I won't recite it here.

Lawd knows, there's enough moral grandstanding on LI.

However, it takes guts to ship your ideas online. Even if they are a bit sh*t.

I often avoid doing so in fear of:

- Sounding unoriginal
- Having a post flop
- Or topping the 'LinkedInLunatics' subreddit

I passively consume mostly.

Which I think is easier than being a critic.

Biting your tongue takes restraint.

The ability to think before you speak is a skill that requires practice.

Not to say all criticism is bad. Of course, depending on the source, there's far more to be gained from criticism than praise.

But that's the point... 

It's all about the source.

Generally the person criticising is wholly unqualified to do so. 

They see others post and think, "I could do better than that. What utter guff!"

Yet 99x out of a hundred - they don't do better than that...

They do nothing. 

Other than winge from the sidelines, they never actually ship anything.

This is a protective mechanism.

"Rather than risk failing in public, I'll just pile it on when I see others... 'trying.'"

How brave.

I don't say this to call you (or anyone else) out.

I've been 'That guy' who's criticised, corrected, and clucked in the comments.

I get it. It's intoxicating.

However like most of my posts, this serves as a reminder to myself as much as anyone else.

I'll leave you with this...

“Any fool can criticize, complain, and condemn—and most fools do. But it takes character and self-control to be understanding and forgiving.”

– Dale Carnegie (bloke who wrote How to Win Friends & Influence ppl)

Chat soon,

Jonny

“There is only one way to avoid criticism: do nothing, say nothing, and be nothing.” - Aristotle

This *surprisingly* common post tactic is killing your reach:

In-post links.  

Why?

Because LinkedIn wants to keep eyeballs on-platform.

That way, they can sell ads ($$$).

They don’t want people fuckin’ off to your company blog.

They prefer posts that increase dwell time on THEIR platform.

Every day, I see people post blog links (like it’s 2021).

Then when their reach gets throttled, they’re left scratching their head – blaming it on “the algorithm.”

What a massive waste of time!

Instead, share one or more key blog takeaways as a standalone post.

Then direct people to a ‘link in comments’ instead.

You can even share another takeaway (from the same blog) the following week.

And so on.

That way you get more juice out the squeeze.

Sure beats plugging it once, having the post flop, then letting that blog—you spent 10+ hours writing—die in the content graveyard that is your website.

Stop announcing your new articles on LinkedIn.

Unless your name is Justin Welsh, no one cares.

If you want them to care, share the good stuff here.

Show up and be useful HERE.

Foster trust at scale on a platform with FREE distribution.

Hope this helps,

JP

A dark apartment building façade at night, with one warmly lit window revealing a lone silhouetted person inside.

Instead of calling in sick, we should be able to call in healthy.

"I'm not coming in today. I feel really good and I don't want to waste it at work."

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The Battle

Benjamin Watkins

Jonny Price

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The Battle

Benjamin Watkins

Jonny Price

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 ScoreJonny Price's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreBenjamin Watkins's LinkedIn Performance