Chris Collins Copywriting

Copywriter and conversion strategist for tech-focused brands like Sumo, Yesware, CoSchedule, and Concentric.

B2B / SaaS Conversion Copywriter

Association for Talent Development (ATD)

Planned course content and created instructional materials for New Employee Onboarding Certificate Program. Developed instructional materials for ATD Education programs, assisted with transition of existing courses to online delivery, and conducted market research to ensure successful positioning of new courses in development.

Instructional Design Specialist

Alexandria City Public Schools

Mathematics Teacher

Center City Public Charter Schools

Achievement Prep Public Charter School Network

Pathways to Housing DC

Clinical Care Coordinator

Hopewell Therapeutic Farm Community

Volunteer Program Facilitator

Manchester University

Visiting Instructor of Philosophy

University of Virginia

Instructor of Philosophy

Conversion Copywriter for B2B and SaaS

Here's what your message is up against for your reader's attention:

• 18 tabs
• 121 emails
• 4 articles
• 85 texts
• 125 Slack messages

Every single day.

You know how hard it is to get your attention. 

It's just as hard when it comes to your ideal buyers.

And it's nearly impossible when your messaging sounds just like every other product in your category. Even if you've got an awesome product.

To make an impact with buyers, you need strategic messaging that shows them what's unique about your solution – and why you're the only choice for them.


That's where I can help.

I'm Chris, a messaging strategist and copywriter trained by the best in the industry – along with research skills gained from a Ph.D. in philosophy.

Industry leaders like SwipeGuide and Canonical partner with me to elevate their messaging and establish a unique voice that rises above the competition.


"So what can you help me with?"

✅ Messaging strategy and web copy: We'll get inside the minds of your buyers, and turn your website into a high-performing sales tool

✅ Funnel strategy: We'll build a customer attraction system that moves your prospects through the buyer's journey, from awareness to purchase

✅ Email copywriting: We'll craft persuasive email campaigns that nurture your leads and turn them into paying customers


"OK, cool. But how do you do it?"

My unsexy, unbranded process isn't flashy – but it gets results. In four simple steps, we'll craft messaging that resonates with your ideal customers and sets you apart from the competition:

• Planning: We'll roadmap your project and create a clear schedule to get you the results you want
• Research: I'll do a deep dive into your audience, your product and the industry you operate in through customer interviews, a competitor audit, message mining, and more
• Writing + Revising: I take all that research and turn it into compelling, conversion-optimized copy
• Optimizing: I don't peace out when the project is over. I'll stick around to help find ways we can boost conversions – and continue to level up your messaging


"What kind of results can I expect?"

👍 Get a consistent brand narrative that resonates with your ideal buyers

👍 Stand out from your competitors with clear, conversational copy

👍 Attract more ideal customers with messaging that speaks to their needs and pain points

👍 Turn more visitors into leads – and leads into customers

If you're ready to level up your messaging, I'd love to chat. Send me a DM to set up an intro call today.

Chris Collins

ècht impact maken met marketing; data-gedreven performance marketing! 📈

Growing brands with conversion rate optimization

Sam Borst

If you run paid channels at a B2B scale-up and your ads don’t work, this is where I’d start:

It’s because one of two fundamentals is broken:

→ Who you’re targeting
→ What you’re saying

That’s it.

Every audit I do comes back to these two levers.

Distribution and content.

And over and over again, fixing just those two is enough to turn accounts around.

Most brands don’t have a strategy problem.
They have a fundamentals problem.

On Google Ads, I almost always see the same pattern:

One ad group.
20+ keywords.
All kind of related.

Which forces generic copy, low relevance, low Quality Scores and expensive clicks.

So I simplify:

→ 3–5 keywords max per ad group (ideally 3)
→ All describing the same intent
→ Copy written for that exact moment someone is searching

Then I ask one question:

“What does this person need to hear right now to choose us?”

That alone fixes most Google Ads accounts.

On LinkedIn, most campaigns don’t fail because of creatives.

They fail because the audience is wrong.

Huge industry-based audiences.
Broad expansions turned on.
Low penetration. Low recall. No memory.

So I go back to fundamentals:

→ Real companies
→ Real job titles
→ Tight audiences
→ High relevance

Rule of thumb: with ~€10/day you can effectively saturate ~1,000 people.
Not as a “budget strategy” just as a quick way to sanity-check reach, frequency and recall.

Because the goal isn’t reach.

The goal is being remembered.

And the messaging?

Same principle.

If someone searches “ERP implementation partner,” they’re not looking for your story.

They’re thinking:

• Who understands my situation?
• Who is safest?
• Who has done this before?
• What could go wrong if I choose wrong?

Your ad and your page should feel like:

“This was written for me.”

If a campaign isn’t performing, I don’t brainstorm new tactics.

I audit the fundamentals:

Is the targeting wrong?
→ Fix distribution.

Is the message wrong?
→ Fix content.

One of those two is always the problem.

No fancy funnels.
No overengineering.
No shiny objects.

Just the right people, hearing the right thing, at the right moment.

Marketing @ Dapper | We run marketing that drives sales and grows your brand

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The Battle

Chris Collins

Sam Borst

Followers

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taplio

The Battle

Chris Collins

Sam Borst

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);}Sam Borst's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSam Borst's LinkedIn Performance