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

Boxed - Offer Design

Founder

Positioning & Messaging Consultant

Chief Niche Builder

LEFTFIELD

Finding and communicating your product's difference.

Treacle - Positioning your agency as the obvious choice

Strategic Director

Chief Operations Officer

Head of Creative

Founder & SaaS Onboarding Consultant

Myself

I write better emails for SaaS companies.

Freelance Writer

Receptive.io

Leading B2B SaaS companies use Receptive to build winning products by managing product feedback from their customers, their teams, and the market.

I'm in charge of Receptive's content marketing efforts - creating content for our site, and turning visitors into leads.

Head Of Content

Your confusing offer is costing you clients. I’ll help you fix it with a blend of positioning, productisation, and messaging.

You've got a problem with your agency's positioning if:

□ Prospects don't get what you actually do.
□ Your website sounds like everyone else’s.
□ Every project ends up being messy and bespoke.
□ You end up competing on price, speed, or both.
□ Sales cycles drag on for what feels like forever.

So you need to position around your agency's core use case.

Your prospects don't think in terms of fancy abstract positioning. They think in terms of use cases. They think: "How can this agency help me solve my problem?".

So we work with you to figure out your agency's own use case — your winning combo of client, problem, and solution — so that your value is instantly clear to your ideal clients.

Get our Positioning Clarity Sprint...

A 2-week process to sharpen your agency's positioning and write a new homepage that makes your value obvious.

What you get:

□ Intake questionnaires and analysis
□ 3 hours of remote workshops
□ Agency use case canvas
□ Homepage messaging on a lo-fi wireframe

Pricing: £2,500
(or £1,500 for solos)

DM me to chat about working together.

Joe Daniels 📦

I'm pretty big into this building in public kinda stuff so here goes...

My goal for next year is to deliver 50 of my Homepage Clarity sprints.

I'm already starting to book some in for January so hopefully I can hit the ground running.

I guess I'm posting this here for accountability.

Or because it's December and I can't think of anything useful to post.

Anyway let's goooo!

Your confusing homepage is costing you clients. So I’ll fix your messaging in two days with my Homepage Clarity Sprint.

Does anyone else open LinkedIn on their laptop only to be distracted by LinkedIn on their phone?

Or is it just me that has a crippling addiction?

I charge £2500 to write one page. 
And my prospects and clients often tell me that's too cheap.

Here's the secret sauce behind my positioning that helps me do this...

1) Choose an asset to specialise in.

For me, it's homepage messaging. That's the only thing I offer.

(sure I sometimes write other pages for clients after I've done their homepage, but the core focus is just the homepage)

For you that might be LinkedIn infographics (shout out Vincent Pierri) or it might be bottom-funnel content (shout out Lashay Lewis).

The key is to pick one highly specialised asset so when clients need that asset, it's easier to think of you.

2) Connect that asset to a tangible business outcome or problem.

This is important. Without this you're just a nice to have. But get this right and that asset you specialise in suddenly becomes essential.

For me, I've linked my homepage messaging specialism to a problem: Your confusing homepage is costing you clients. The obvious outcome is that fixing your homepage therefore brings in more clients.

You have to be specific here. It's no use saying "I'll design service pages that grow your revenue" because the gap from service page to revenue is too big to be believable.

3) Show why you're best placed to deliver this asset.

This is where you explain how you do it. Your approach, your philosophy, your POV. The thing that makes you different to the usual way of creating the asset.

For me, that's my whole POV around: "Your homepage should be a landing page."

You can also bring in things like delivery model (eg. my 2-day sprint) and other differentiators.

So to recap:

1) Choose an asset to specialise in.
2) Connect that asset to a tangible business outcome or problem.
3) Show why you're best placed to deliver that asset.

Don't start with why (you started the company).
Start with why (your clients should care about you).

I recently hit 5,000 followers on here so I thought I'd share five weird things about myself that you might not know...

1) I have strangely flexible fingers that can bend at the wrong joint. (see pic)

2) When I was younger I wanted to be a filmmaker. Part of me still does.

3) I don't think there's anything better than a nice soak in the bath.

4) I'm an awful swimmer. (Which is ironic given number 3)

5) I'd happily upload my consciousness into a robot body.

There, now you know me as well as my own mother.

Your turn to share a weird fact about you...

I want to interrupt my messaging posts and talk about something bigger.

It's something that I've noticed that separates the happy, successful consultants from the downtrodden, struggling ones.

And it's this:

They have a growth mindset.

I know that sounds all wishy-washy but what I'm talking about is their perspective. It's glass half-full. They see opportunities where others see obstacles.

For example:

A lot of people are indignant about AI. They hate it. They think it's the worst thing in the world. The enemy. And so they rally against it. They dismiss anyone who uses it as a crook.

That's not a growth mindset. That's a fear mindset. And it stops them seeing how they might be able to use AI.

Here's another example I experienced recently:

Some backlash around how much I charge for a homepage. Not from clients. Not from prospects. But from copywriters. 

But being outraged at how much a peer or competitor charges? That's not a growth mindset. And it stops them seeing what might be possible for their own business.

Oh and don't get me started on all the people moaning about the LinkedIn algorithm rather than learning how to use it properly.

I'm really lucky to work with amazing agency owners and consultants who have that growth mindset. Who want to invest in themselves and their business.

And I genuinely think if you want to succeed at this stuff (whether it's financially, or time-freedom, or being famous, etc) then you need to have that growth mindset.

And there endeth my sermon.

"I'd rather be clear and rich than clever and poor."

This realisation hit me like a ton of bricks the other day.

I was in a workshop with Katelyn Bourgoin 🧠 and Pete Sena where I was the client for once.

Honestly it made me squirm a little. In the best way.

But that statement above encapsulates my whole ethos around how I'm building my own business and helping my clients build theirs.

Because I've been on the clever side of the equation.

I remember when I made a really really cool website.

It was when my biz was called Leftfield. And we did "narrative positioning". I came up with a cool tagline:

"When they go right, you go left."

And made it so my website scrolled to the left instead of down.

It was different. It was quirky. It was clever.
And I was poor.

Because I'd fallen into the trap of being too clever for my own good. People would visit the site and message me saying: "Your site's really cool! So what do you do?"

If someone has seen your homepage and is asking "what do you do?" then you've done something wrong.

I'd been clever over clear.

Fast forward to now and my homepage is basically selling people in on my offer before they've even spoken to me. Because it's crystal clear.

My content resonates more and leads to more conversations. Because it's crystal clear.

In other words, my business is stronger because I switched from clever to clear.

And I'm betting the same could happen for you.

I have a few slots left for sprints in January. DM me if you're interested.

Recently I stumbled upon an idea that I think neatly encapsulates my entire philosophy in one snappy sentence.

And I wanted to try it on for size with you...

"Your homepage should be a landing page"

Now I realise this sounds deceptively simple. But let me unpack it.

A lot of agencies and consultants treat their homepage like a brochure. They talk to multiple audiences about multiple services and offers and give multiple next steps.

And that confuses the hell out of any prospects that land on the page.

They don't see themselves in the messaging. They don't understand whether you can help them, and what they can even buy from you. And so they disappear into the no man's land of the competitive landscape to go and find someone they know can actually help them.

That lack of clarity shows up in virtually every homepage I come across.

But when you switch your perspective and start seeing your homepage as a landing page then everything changes. Suddenly that confusing messaging makes no sense. Those multiple use cases feel like nonsense.

And you start to focus. You start to think in terms of a sharp, pointed page that clearly outlines one core use case for one target client. You stop bombarding them with all those different CTAs and you present a clear next step.

And all that means that your ideal client lands on your homepage, instantly sees how you can help them, and knows exactly what they should do next.

Your homepage stops being a messy brochure and starts being a sales tool. Your homepage becomes your landing page.

Maybe you disagree. Maybe you think this is the best thing since sliced bread. Either way I'd appreciate your thoughts.

Oh, and if you're wondering whether your homepage is confusing, why not grab a free roast of yours using the link on my profile? Consider it a christmas present.

Okay I'm thinking of starting a podcast.

I know I know, I'm becoming the very thing I hate.

Anyway it would focus on messaging for B2B companies.

Aimed at founders, owners, marketers who want to learn all the frameworks, tips, and actionable advice from messaging gurus.

So is this something you'd listen to?

Would you listen to a podcast all about messaging?

The author can see how you vote. Learn more

One of my mantras is "moments over markets".

In other words, timing is so crucial when it comes to selling your service or product that WHEN you reach out and target someone is way more important than WHO you target.

Remember: only 5% of a B2B market is ready to buy at any moment.

So how do you figure out who's ready to buy?

Well that's where my pal Josh Fryszer comes in.

His new biz, Slingshot GTM, solves this problem.

They help B2B companies find prospects who are actually ready to buy right now, then craft messaging that cuts through because it's genuinely relevant to their situation.

Relevance over personalisation. Moments over markets.

It's a much-needed service, and I'm sure Josh is gonna smash it.

He's also giving away one heck of a freebie:

You fill out the google form linked below, and he'll give you 3 hidden data signals specific to your company and offer. In 48 hours.

And just because I want to see him squirm slightly under the pressure, I think we should all request some data signals.

Here's the form: https://lnkd.in/esXm-ebn

If you need his help then be sure to reach out.

Them: AI is insanely powerful and can be used to revolutionise the world, but with that power comes great responsibility.

Me: *makes funny pictures of my dog using AI*

Do you need logos on your homepage?

Conventional wisdom says "Yes! Of course you do!"

But having roasted close to a hundred homepages (phew) over the past few years there's a common mistake I see when it comes to logos.

And it's this:

People put logos on their homepage that NOBODY RECOGNISES.

Like sure, if you've worked with massive household names then logos make a ton of sense. Share away. Stick them everywhere.

But if your clients aren't going to be recognisable, then those logos aren't helping.

In fact, they might be hindering.

Because people might see a load of logos they don't know and think:

a) this mustn't be my industry
b) these guys only work with small fry

Neither of which will help make your case.

So instead I advise this:

Replace the logos with actual testimonials.

This does three things that help turn your homepage into a sales page:

1) It removes the whole "who are they?" logo problem

2) Testimonials actually build more credibility

3) Done right, they can reinforce your core message

So take a look at your homepage, scan through your logos, and ask yourself if they're actually doing anything useful.

If not, chuck them away and stick some testimonials in there instead.

---

Hi, I'm Joe and this is my attempt at a lame LinkedIn signoff. Imagine a sexy voice saying something like "You've been listening to Joe Daniels." Oh also if you want a homepage roast then send me a DM.

Your homepage isn't for you.

In fact, none of your messaging is.

You don't like it? Who cares? You don't think it's the right tone? Who cares? You'd rather say something else? Who. Cares.

The fact is your messaging should be for one specific type of person:

Your ideal client.

If they don't like it? If they don't think it's the right tone? If they'd rather you say something else? Then you should care.

Which is why when I work with agencies and consultants on their messaging I'm the advocate for the client.

I'm the outsider who can see things from your prospects' eyes. Spot what's unclear, see what's missing, and make sure it's something that will actually drive them to act.

You can't do that. Nobody can do that for their own business. Even I can't.

But one thing that definitely helps?

Reading your messaging through your target client's mind and thinking:

"Does this work for them?"

Saying you're the best isn't believable.

Even if you are nobody's going to believe you.

And let's face it you probably aren't the best anyway.

But saying you're the best fit for a specific client in a specific situation?

Now that's way more believable.

And not only that but it speaks to your ideal clients in a way that makes them sit up and take notice.

Here's an example:

"We're the best SEO agency"

Yawn. Yuck. What a load of nonsense.

"We're the best SEO agency for FMCG brands trying to break into new locations"

Now we're talking. This is something I could actually believe. 

All you have to do then is show why you're the best through your POV or approach or IP.

So I guess the lesson is don't try to be the best full stop. Try to be the best for your specific client's situation.

Most agencies treat their homepage like a catalog.

When it should actually be a landing page.

taplio

The Battle

Chris Collins

Joe Daniels 📦

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taplio

The Battle

Chris Collins

Joe Daniels 📦

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);}Joe Daniels 📦's LinkedIn Performance

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