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

Never underestimate this as a LinkedIn strategy.

B2B Healthcare SaaS Positioning & GTM Messaging | ☕️ Espresso connoisseur

My entire LinkedIn writing process changed when I changed my mindset.

I stopped repeatedly thinking:

- I can only write after a cup of coffee
- I can only write after a cup of coffee
- I can only write after a cup of coffee

I started thinking:

- I can write so much better after three cups of coffee
-.I can write so much better after three cups of coffee
- I can write so much better after three cups of coffee 

Change your coffee intake. Change the LinkedIn world.

B2B SaaS & Healthcare Positioning & Messaging | ☕️ Espresso connoisseur

Underrated hook words you should be using in your LinkedIn posts:

1. Mystify
2. Gobbledygook 
3. Collywobbles 

Examples of how to use them:

1. "Charlie can mystify LinkedIn posts"
2. "Why are you such a gobbledygook?"
3. "My dog has the collywobbles" 

Give it a try.

B2B Healthcare Positioning & Messaging | ☕️ Espresso connoisseur

A fundamental difference between good and bad copywriting comes down to pronouns (me vs. you).

Bad copywriting (all about me):

• Check out my product
• Check out what my product does
• Check out why my product is awesome

Good copywriting (all about you):

• You have a problem
• You are looking for this benefit to solve it
• You are looking for a product that has these benefits and solves your problem

Always make it about the customer.

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."

Your Monday reminder:

- Positioning is the context that makes your value obvious
- Messaging is how you structure that context 
- Copywriting is the words that deliver it.

"What should our landing page say?"  

The better question is "what have we decided is worth saying?"

Answer questions like: 

- What's the one specific problem we solve? 
- What's the real pain we eliminate? 
- What's our actual mechanism for solving this that's unique?

Most B2B teams skip to product outcomes.

And it creates vagueness across your paid landing pages. Every vague line on your landing page is a reflection of your positioning.

Your positioning is a guide for your copy.

It tells your copy who you're for, what pain you solve, and what makes your approach different.

Because positioning is knowing what's worth saying. Copywriting is just knowing how to say it.

Your B2B Landing Page Has a Positioning Problem

People ask why I only do positioning for B2B healthcare.

Because if you can position a product that's bought by committee, sold through compliance, and takes 18 months to close, you can position anything. 

That and six shots of espresso before 8am.

Change your perspective, and you change your outlook on life!

Also, nothing beats Calvin and Hobbes.

How do you make your products feel more human?

You use a simile to bridge the gap between logic and emotion. And you add parentheses to make it feel even more human (like a friend talking to a friend).

That's how you make B2B copywriting more human.

B2B healthcare companies like to jump to "here's what makes us different."

But different from what? Different for who?

Positioning has to start somewhere. And where you start completely changes the messaging that comes out the other side.

Some companies should start from the buyer's problem. Name a pain the CMO feels but can't articulate. When you nail that, your messaging basically writes the diagnosis for them. You're not selling a product. You're giving them the words for something they've been struggling with.

Other companies should start from the category. Maybe the buyer is shopping in a space that doesn't quite fit what you do. So your positioning redefines where you compete. And your messaging follows with a totally different story (one where you're not being compared to the wrong products anymore).

And some companies need to start from the broken workflow. No competitor. Just a bad process everyone accepts. Your positioning makes the status quo look wild. And your messaging becomes the wake-up call.

Most healthcare SaaS companies never pick a starting point. They just describe features and hope it resonates.

It doesn't. Because the messaging has no foundation underneath it.

"When is a B2B company ready for positioning work?"

B2B healthcare startups ask me this a lot. Positioning is nerve-wrackinig if you don't have the data, or the customers. 

On the flip side, it's even more stressful when you're growing like crazy, but there's no real clarity around your positioning.

They both have something in common: You need to make the decision nobody's made yet.

Positioning is ultimately about pattern recognition. Can you name who you win? Do you know why you win them? Can you describe what they were doing before they found you?

That kind of clarity doesn't come before the work. It comes from the work.

What I tell founders is that picking a segment is a sequencing decision, not a forever decision.

And as the market changes, you have to revisit your positioning. 

The healthcare companies that struggle aren't the ones that position too early or too late. It's avoiding a decision altogether that impacts how your team sees you and (even more important) how your customers see you.

Everyone should follow and learn from Darren.

The best of the best when it comes to LinkedIn. I learned every single thing I know about LinkedIn and social selling from this dude.

LinkedIn & Social Selling took me from the mailroom to the boardroom in 10 years | Founder of Darren McKee Co. & 531 Social

Been a wild 4-5 weeks. 

I’m tired but it’s hard to even say that because I dreamed, hustled and prayed to eventually have days like these.

Now it’s happening. 

Time to rest, recover and ge the work life pendulum back in line.

Where do I start winning → Why do I win there → How do I say that

Or think of it like this: 

Wedge → Positioning → Messaging

Your wedge is the strategic choice that makes positioning possible. Especially if buyers don't know who you are.

Now, if you're in a known category, competing head to head, and buyers know what they are looking for, then you don't need a wedge.

My 8-year-old son likes to ask me when we're going to get a new car.

Even though our 2019 Honda Odyssey works perfectly fine.

I try to tell him that new does not equal better. You don't need the newest thing especially when the old thing isn't broken. 

I don't have a sense of urgency to get a new car. I don't want to spend money on something I don't need. And what I have works perfectly fine.

And that's a lot of the problem around AI.

Don't get me wrong, I love testing out new AI tools and projects.

But when you're trying to sell an AI product, you're not selling something brand new. Because nobody sees a need for that, no matter how cool it is.

You're showing the cost of something broken. You're showing the pain. You're walking them through the feeling of something that doesn't work.

A lot of AI tools, especially in healthcare, have to show that.

Otherwise, it's just something that's new. It's making an announcement where nobody cares what you have to say.  

Just because it's new doesn't mean it's useful.

Just because you can release an AI product, doesn't mean you should unless you're actually solving a tried and true customer pain.

I'll also be keeping my honda odyssey for a good while.

Nobody ever bought B2B healthcare software because of a "unified real-time platform." 

They bought it because something was broken and they were tired of pretending it wasn't. 

They care about the thing that's broken today. So that's where you start. You position around the pain they already feel. You use their words, not yours. 

But you don't stop there.

Once they see themselves in your positioning, you shift the story. You explain why that pain keeps showing up. 

The old game was built on manual processes and lagging indicators. The new game requires real-time data and proactive intervention. You're not selling yet. You're changing how they see the problem.

And then the sales conversation becomes easy. Because you're not convincing them they have a problem. You already did that on the homepage. You're not reframing their world. You already did that in your content. 

Now you're just showing them why your approach is the one that actually solves it.

Three steps. And each one earns the next. And the messaging at each step sounds completely different.

Most B2B healthcare companies try to do all three in one homepage headline. And that's why it reads like "Empowering organizations to deliver better outcomes through innovative solutions."

Which could be about a hospital. Or maybe even a really good sandwich shop.

Stop thinking of your B2B product as horizontal vs. vertical. Because it doesn't matter.

You need to first think about how it's positioned.

B2B companies get stuck on the entire strategy of horizontal or vertical, and then let it become their positioning. 

For example, the horizontal company says, "We're the #1 CRM, now for healthcare." 

The vertical company says, "We're built exclusively for healthcare." 

And yet, both are describing what they built. And neither is telling the buyer why it matters to them.

Take Clarify Health. They built a horizontal concept around data analytics. 

❌ They didn't say "we're a cloud analytics platform for healthcare."

Instead, they found the context that made their value obvious (healthcare executives are making billion-dollar care decisions with gut feel). 

✅ They gave it context: "Moneyball for healthcare".

CarePort Health is an example of going vertical. 

❌ They didn't say "we're a vertical discharge platform." 

✅ They named the pain no one had solved: "Nurses calling facilities, one by one, to place a patient."

Remember, horizontal or vertical can win. 

You'll never win by leading with what you built instead of the value it creates for the buyers who care most.

Find the context that makes your value obvious.

Drinking more coffee and sharing more positioning truths.

I work with B2B healthcare startups on positioning and always notice these challenges.

1) Competitors are often assumed rather than hearing what your market tells you. Listen to your market when they compare to the alternative.

2) Your market has a problem. They have a belief around that problem and the context that surrounds that problem. Listen first before inserting your product into the conversation

3) Everyone promises better patient outcomes. Better healthcare. Better everything. But what is something unique in value that you deliver that comes from your capabilities? That's where you stand out.

That's all for today's lesson.

Positioning is about knowing which game you're playing.

The mistake I see from B2B healthcare companies is borrowing the playbook from a quadrant they don't belong in.

Here's how it breaks down. 

Two angles: how broad your solution is (point solution vs. platform) and how healthcare-specific it is (generic infrastructure vs. built-for-healthcare).

Here's what confuses everyone. 

These aren't stages. You don't "graduate" or jump from point solution to platform. Each one is its own game with its own way to win and its own way to lose. And a level of education you have to do.

Positioning failures happen when a healthcare point solution tries to position like a platform. 

Don't put yourself in a positioning game you're not even supposed to be playing in.

Put yourself in a positioning game where you have the highest opportunity to win.

B2B healthcare is wild in 2026.

Every B2B healthcare startup wants to know how to "position their AI." AND it's 1000% the wrong question.

The right questions were before AI showed up.

1) What game are you playing?  
2) Why should the buyer care?

April Dunford has been saying this for years. Positioning isn't about describing what your product does. It's about defining the context that makes what you do make sense. 

The category, the competitive alternatives, and the value you deliver that nobody else can. 

That framework didn't retire when ChatGPT arrived. If anything, it's now even more important because now every company sounds the same.

And that's the part nobody's talking about. The AI wave didn't create a positioning problem. 

It exposed the one that was already there. 

The B2B healthcare SaaS startups winning right now aren't the ones with the best AI. They're the ones who can explain why their AI matters to a specific buyer with a specific problem in a way that nobody else can. 

That's a positioning advantage (not a technology advantage).

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

Moaning about AI gets engagement on here.

Dunno if you’ve noticed? 

A charge of dopamine floods their veins as the likes come rolling in.

It’s intoxicating.

But then dumping on AI becomes their entire content strategy.

Even though, in most cases…

Their work has nothing to do with LinkedIn or AI.

Which supports a theory of mine:

Most LinkedIn content is just performative, and contributes to no meaningful business advantage.

No shade. I’m no saint on here either.

Just pays to know which game you’re playing.

But what if there was another way to approach LinkedIn?

One that justifies your time spent writing and engaging?

One where you’re *useful* to the people you wish to serve in business?

If that doesn’t sound completely lame, try this:

- Run your sales transcripts through AI to weed out common problems, frustrations, questions, and desires. Use these as content ideas.

- Break down a business asset (eg. a landing page) from a dream customer. What they do well vs your suggested improvements. Then post it.

- Package up a helpful SOP as a Claude Skill and give it away as a lead magnet.

- Curate useful advice from other well-known experts in your industry and post it (remember to tag them).

- Brainstorm a list of faulty beliefs that your prospects have (what mental barriers hold them back?). Then dismantle each one as a separate post.

That’s a better content strategy.

Months worth of *useful* content in there.

Sure beats bleating about AI.

Chat soon,

JP

PS - If you must sh*t on AI, at least make it funny.

Jonny Price 🦉

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

The most popular content strategy in 2026

I'm a LinkedIn connections curmudgeon.

Every week, a bunch of randos send me connection requests.

No hey, hello, f*ck you... nuthin.

Just random strangers expecting a free VIP pass into the treehouse of trust. 

Problem is... 

If I accept them, the ratio of random people to people I actually know in my feed blows up even higher.

Imagine someone knocked on your front door right now. 

And just stood there.
Sh*t-eating grin on their face.
Saying nothing.

They're wearing a name tag for some reason.

Under which it says:

"Partnerships manager at Some Company LLC"

Would you let them in?

I get that people want to expand their network.

But spraying out blind connection requests like confetti - all to meet some arbitrary quota is NOT networking.

It's annoying.

Striking up meaningful relationships requires more than just clicking "+ Connect" 100x a week.

It takes having the spuds to talk to people.

You know, taking an interest in them. Introducing yourself. Giving a reason why you're connecting with them.

Maybe a post of their's resonated with you?
Mention it.

Maybe you noticed they're hiring for a role? 
Make an introduction.

Maybe they can help with a challenge you're facing?
Ask for their opinion.

Maybe a mutual connection speaks highly of them?
Lead with that.

The bar is so embarrassingly low.

All you have to do is just try a little bit, and you'll stand out.

Chat soon,
JP

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The Battle

Benjamin Watkins

Jonny Price

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taplio

The Battle

Benjamin Watkins

Jonny Price

Followers

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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