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

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

Jonny Price 🦉

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

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

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

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."

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

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!

B2B Healthcare Positioning & 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.

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.

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

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."

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

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

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.

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.

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:

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.

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.

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.

Your product's features are like shiny pennies.

You always want to keep jumping to the next one even though it takes away the clarity of how it can help your market.

For B2B healthcare, you win when you position your product around a singular story.

You're not ignoring your other features. You're giving more weight to what matters to the person who's making the decision.

Made some raspberry frangipane tart this past weekend. 

This was a good one. 

Thanks for the inspiration Harriet Shuttleworth Reis!

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Saying who you're for and what you do eliminates 99.999% of the market for you.

It also frees up 99.999% of the market for you.

For the 10ish years I've operated as a solo founder, the top question I got was, "What do you do?" followed by, "How do you do it?

For years, I was a professional rambler because I didn't have a clear offer for a specific segment. I customized everything (hint: it didn't work).

And sure, you can call yourself a copywriter or a positioning expert. Or the super general vague one that should be set on fire, a brand strategist.

But nobody really knows what that means. And by that I mean nobody knows what you offer.

Because there are a bajillion offers underneath those umbrellas. 

That's why I'm getting more vocal about what I offer as someone who does product positioning sprints for B2B healthcare.

For the last year, I've zeroed in on an offer that's specific to a healthcare audience with a specific timeframe and a specific set of deliverables. I even showcase my pricing on my site! (Bold, I know).

I'm showing who I'm for. And I'm declaring who I'm not for.

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.

taplio

The Battle

Jonny Price

Benjamin Watkins

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Performance ScoreJonny Price's LinkedIn Performance

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taplio

The Battle

Jonny Price

Benjamin Watkins

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);}Jonny Price's LinkedIn Performance

Performance ScoreBenjamin Watkins's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJonny Price's LinkedIn Performance