☀️ Yara A.

B2B Clarity Wordsmith l Content & Copy for B2B SaaS l MarTech, HR, Edtech l Speak your clients' language

Does this ring a bell?

Your SaaS product solves real problems, but prospects struggle to understand what you do or why it matters.

Your messaging is buried in technical language. Case studies take too long to produce. Content exists, but sales cannot use it confidently.

The result is longer sales cycles, stalled deals, and buyers who do not fully “get it.”

👉 That's the problem I solve.

I'm a B2B SaaS content strategist and writer, helping teams turn complex products into clear, buyer-ready communication that supports sales and revenue decisions. 

With 7+ years of experience, I've written and developed web copy, landing pages, case studies, white papers, articles, brochures, and thought leadership content for complex and regulated products. Over time, my role expanded beyond execution into shaping how content supports buyer understanding, proof, and decision-making across the funnel.

Today, my work sits at the intersection of content, buyers, and marketing goals. I support content strategy through execution, insight, and clarity,  using writing as a tool rather than the end goal.

𝗪𝗵𝗮𝘁 𝗜 𝗢𝗳𝗳𝗲𝗿:

 ✓ 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: High-converting Web Copy, Landing Pages, and Brochures that turn complex features into business value.
  ✓ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: High-impact Case Studies, White Papers, and Articles that provide the proof-of-concept needed to win institutional trust.
  ✓ 𝗕𝗶𝗹𝗶𝗻𝗴𝘂𝗮𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 (𝗘𝗡/𝗔𝗥): Translation and localizations ensuring your content is authoritative and accurate across both English and Arabic audiences.

📈 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: 
I've helped clients simplify complex fintech products into clear messaging that supports sales. 
I’ve also created thought leadership content that positioned leaders as trusted voices and developed marketing materials that strengthened their market presence.

💬 What clients say:

🔥 Her ability to simplify complex ideas into engaging content is remarkable. She consistently demonstrated attention to detail, collaboration, and dedication.

🔥 She managed to translate my unorganized thoughts and expertise into meaningful services and formulated them with an impactful approach.

🔥 She developed impactful web copy, articles, brochures, newsletters, and filled award applications that made us finalists at international events.

If your product is strong but difficult to explain, I can help you make it clear.
💬 DM me or book a call.

Member

69% of B2B buyers do most of their research before talking to sales.
They want proof they can verify.

But in many sectors, that proof cannot be shared.
Client names are confidential. Dashboards are restricted. NDAs block the rest.

So I asked experts in aviation, fintech, healthcare, SaaS, pharma, and security how deals still close when public case studies are off limits.

Three patterns came up again and again:

• risk reduction matters more than logo walls
• anonymised stories still work without brand names
• people and process become the proof

The thread is simple: what buyers can verify matters more than what vendors can publicly show.

You can find the full breakdown below.
https://lnkd.in/depBnqX7 

𝘞𝘩𝘦𝘯 𝘤𝘢𝘴𝘦 𝘴𝘵𝘶𝘥𝘪𝘦𝘴 𝘢𝘳𝘦 𝘰𝘧𝘧 𝘭𝘪𝘮𝘪𝘵𝘴, 𝘸𝘩𝘢𝘵 𝘮𝘢𝘵𝘵𝘦𝘳𝘴 𝘮𝘰𝘴𝘵 𝘪𝘯 𝘺𝘰𝘶𝘳 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦: 𝘵𝘦𝘤𝘩𝘯𝘪𝘤𝘢𝘭 𝘤𝘳𝘦𝘥𝘦𝘯𝘵𝘪𝘢𝘭𝘴, 𝘵𝘦𝘢𝘮 𝘤𝘳𝘦𝘥𝘪𝘣𝘪𝘭𝘪𝘵𝘺, 𝘰𝘳 𝘱𝘳𝘰𝘤𝘦𝘴𝘴 𝘵𝘳𝘢𝘯𝘴𝘱𝘢𝘳𝘦𝘯𝘤𝘺?

Yara Abboud

B2B SaaS Content/Copywriter |FinTech, HRtech/ I help turn complex messaging into revenue -ready content | Case Studies, Guides & Blog Posts

What Actually Works When Proof Cannot be Shared In many B2B sectors, the proof that usually convinces buyers cannot be shared. Client names are confid

Open article: Closing B2B Deals Without Case Studies by Yara Abboud • 7 min read

If you’ve ever rewritten the same piece of content twice…

You don’t need a better writer.
You need better alignment before writing.

I’ve built a simple 1-page question framework
that I now use before every article, post, or asset.

It forces clarity on:
• purpose
• audience
• angle
• outcome

Before a single word is written.

No fluff.
No 5-page briefs.
Just the questions that actually matter.

If you want it,
comment “QUESTIONS” and I’ll DM it to you.

P. S: Connect with me first so that I can DM you. 

#contentmarketing #contentstrategy
#b2bmarketing #copywriting
#marketingtips #writingtips
#contentcreation #marketingstrategy

B2B SaaS Content | I help turn complex messaging into revenue-ready content

B2B SaaS founders and marketers don’t need more content ideas.

They need a better way to decide:
 – which ideas actually matter
 – which angles will land
 – and what to create next (without spinning in circles)

After taking CXL content strategy, I turned the thinking framework into a GPT.
Not a tool.
Not a system.
An ideation strategy partner.

Inside this GPT, you get:
→ Clarity on who to target and what content actually supports revenue
 → Help defining a focused USP and content mission
 → Buyer insight grounded in real sales triggers and objections
 → Content ideas mapped to funnel stage + next sales step
 → Guided thinking to plan and organize content decisions (not just brainstorm)

This isn’t for writing posts faster.
It’s for deciding what’s worth writing at all.
Want it?

1️⃣ Comment “Bot”
2️⃣ Send me a connection request (otherwise I can’t DM it)

I’ll send it over.

B2B SaaS Content | Fintech- HRtech | I help turn complex messaging into revenue-ready content

𝗧𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗺𝗼𝘀𝘁 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗶𝗮𝗹 𝗕𝟮𝗕 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗻𝗲𝘃𝗲𝗿 𝗮𝗻𝘀𝘄𝗲𝗿

Paul DeMott, CTO at Helium SEO, once said:

“The real buying question is not ‘Who have you helped?’ but ‘Will you help me avoid going to jail?’”

That line explains why so much B2B content underperforms in regulated and confidential industries.

Most messaging is built to answer:
• What does this product do?
• How impressive are the results?

But buyers are silently asking something else:
• What happens if this fails?
• Who is exposed?
• Can I justify this decision internally if things go wrong?

When client names, dashboards, and case studies can’t be shared, buyers don’t become less demanding.
They become more risk-aware.

This is why polished success stories often fall flat.
They don’t reduce uncertainty.

What works instead:
• Clear explanation of decision logic
• Honest discussion of constraints
• Visible ownership and accountability

When content answers the real buying question, trust forms — even without proof.

That’s the difference between content that gets read and content that gets believed.

𝗧𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗺𝗼𝘀𝘁 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗶𝗮𝗹 𝗕𝟮𝗕 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗻𝗲𝘃𝗲𝗿 𝗮𝗻𝘀𝘄𝗲𝗿


Case Study ≠ Customer Success Story.

Most B2B teams use them like they’re the same thing…

…and then wonder why content doesn’t move deals.

Here’s the difference (and when to use each):

📌 𝘊𝘢𝘴𝘦 𝘚𝘵𝘶𝘥𝘪𝘦𝘴

A case study is proof.

It answers:

 • What was the problem?
 • What did we do?
 • What changed? (ideally measurable)

You use case studies when your buyer is thinking:

“Show me this works for someone like me.”

Perfect for:

 • late-stage prospects
 • sales enablement
 • deal acceleration
 • procurement /decision makers who need evidence

📌 Customer Success Stories

A success story is belief.

It answers:

 • What did the customer feel before?
 • What changed in their reality?
 • What’s different now?

You use success stories when your buyer is thinking:

“Do I trust these people?”

Perfect for:

t𝘰𝘱-𝘰𝘧-𝘧𝘶𝘯𝘯𝘦𝘭 𝘤𝘰𝘯𝘵𝘦𝘯𝘵
𝘣𝘳𝘢𝘯𝘥 𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨
𝘸𝘢𝘳𝘮𝘪𝘯𝘨 𝘶𝘱 𝘤𝘰𝘭𝘥 𝘢𝘶𝘥𝘪𝘦𝘯𝘤𝘦𝘴
𝘴𝘰𝘤𝘪𝘢𝘭 𝘱𝘳𝘰𝘰𝘧 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘥𝘦𝘦𝘱 𝘵𝘦𝘤𝘩𝘯𝘪𝘤𝘢𝘭 𝘥𝘦𝘵𝘢𝘪𝘭

👉 Simple rule

Success stories = warm the audience
Case studies = convert the audience

Both belong in a B2B content mix.

But not at the same moment.

𝘞𝘩𝘢𝘵 𝘥𝘰 𝘺𝘰𝘶 𝘶𝘴𝘦 𝘮𝘰𝘳𝘦 𝘳𝘪𝘨𝘩𝘵 𝘯𝘰𝘸 𝘪𝘯 𝘺𝘰𝘶𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨/𝘴𝘢𝘭𝘦𝘴 𝘤𝘰𝘯𝘵𝘦𝘯𝘵: 𝘤𝘢𝘴𝘦 𝘴𝘵𝘶𝘥𝘪𝘦𝘴 𝘰𝘳 𝘴𝘶𝘤𝘤𝘦𝘴𝘴 𝘴𝘵𝘰𝘳𝘪𝘦𝘴? 👇

𝙇𝙖𝙣𝙙-𝙖𝙣𝙙-𝙚𝙭𝙥𝙖𝙣𝙙 is one of the most effective growth models in B2B FinTech.

But most people only understand it at a surface level.

Here’s what it actually means.

𝗟𝗮𝗻𝗱

A FinTech platform enters a company by solving one specific, low-friction problem.

In spend management, that’s usually:

• corporate cards
• expense tracking

Fast to adopt.
Easy to justify.
Low internal risk.


That’s how the product gets in.


𝗘𝘅𝗽𝗮𝗻𝗱

Once trust is established, the platform grows into adjacent workflows inside the same account:

• approvals and spend controls
• accounts payable
• procurement
• travel spend
• accounting and ERP integrations


The product moves from “tool” to system.
This isn’t theory.
It shows up in revenue.

The success of land-and-expand is measured by 𝗡𝗲𝘁 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗥𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 (𝗡𝗥𝗥).

NRR above 100% means a company earns more from existing customers year over year — even without adding new ones.

In B2B SaaS, anything above 120% NRR is considered best-in-class
(Source: McKinsey research on B2B tech growth)

Now look at spend-management FinTech.

Payhawk reported 173.5% NRR in 2024, driven by customers expanding from cards and expense automation into accounts payable, procurement, travel, and finance orchestration workflows
(Source: The FinTech Times)

That’s land-and-expand working at scale.

This is why so many B2B FinTech platforms follow the same entry path:

Land through one narrow use case.
Expand across finance operations.

But the model has a 𝙝𝙞𝙙𝙙𝙚𝙣 𝙧𝙞𝙨𝙠.

If buyers define the platform by the landing feature, expansion depends less on product quality…
…and more on whether marketing reframes what the platform actually is early enough.

Not because the model fails.
But because perception gets locked in too soon.

𝘐𝘧 𝘺𝘰𝘶’𝘳𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢 𝘍𝘪𝘯𝘛𝘦𝘤𝘩 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘵𝘩𝘢𝘵 𝘳𝘦𝘭𝘪𝘦𝘴 𝘰𝘯 𝘭𝘢𝘯𝘥-𝘢𝘯𝘥-𝘦𝘹𝘱𝘢𝘯𝘥, 𝘺𝘰𝘶𝘳 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘩𝘢𝘴 𝘵𝘰 𝘥𝘰 𝘮𝘰𝘳𝘦 𝘵𝘩𝘢𝘯 𝘦𝘹𝘱𝘭𝘢𝘪𝘯 𝘧𝘦𝘢𝘵𝘶𝘳𝘦𝘴. 𝘐𝘵 𝘩𝘢𝘴 𝘵𝘰 𝘴𝘩𝘢𝘱𝘦 𝘩𝘰𝘸 𝘣𝘶𝘺𝘦𝘳𝘴 𝘤𝘢𝘵𝘦𝘨𝘰𝘳𝘪𝘻𝘦 𝘺𝘰𝘶 𝘧𝘳𝘰𝘮 𝘥𝘢𝘺 𝘰𝘯𝘦.

#FinTech #B2BMarketing #Messaging #SaaS #FinTechMarketing

When I review B2B SaaS content, I start with one question:

𝗪𝗵𝗮𝘁 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗶𝘀 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗺𝗮𝗸𝗲?

Not:

 • what keywords it targets
 • how long it is
 • how polished it sounds

Buyers don’t read content casually.

They read it while:

 • comparing options
 • anticipating internal objections
 • trying to reduce the risk of being wrong

If a piece doesn’t clearly support one decision moment, it usually underperforms.

That’s why I pressure-test content by asking:
→ what stage is the buyer in?
→ what risk are they trying to reduce right now?

When those answers aren’t clear, the content usually isn’t either.

If you’re stuck on this with a specific piece of content, DM me and tell me what decision your content is meant to support.

𝗪𝗵𝗮𝘁 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗶𝘀 𝘁𝗵𝗶𝘀 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗺𝗮𝗸𝗲?

𝗪𝗵𝘆 𝗺𝗼𝘀𝘁 𝘀𝗽𝗲𝗻𝗱-𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘀𝗼𝘂𝗻𝗱𝘀 𝗶𝗱𝗲𝗻𝘁𝗶𝗰𝗮𝗹

Open five spend-management websites.

You’ll see the same promises:

• visibility
• control
• automation
• time saved

Different companies.
Same language.

This isn’t because the products are identical.

It’s because the category evolved the same way.

Spend-management platforms are defined as unified systems that bring together corporate cards, expenses, approvals, accounts payable, and reporting.
That is the category definition.
(𝘚𝘰𝘶𝘳𝘤𝘦: 𝘉𝘳𝘦𝘹 𝘴𝘱𝘦𝘯𝘥-𝘮𝘢𝘯𝘢𝘨𝘦𝘮𝘦𝘯𝘵 𝘤𝘢𝘵𝘦𝘨𝘰𝘳𝘺 𝘰𝘷𝘦𝘳𝘷𝘪𝘦𝘸)

Here’s where messaging breaks.

Buyers mentally categorize the product based on how they first understand it.

Cards.
Expenses.
Another finance tool.

So marketing explains features.

While buyers are actually deciding categories.

And when every platform tries to describe a broad, unified system, the safest option becomes generic outcomes.

Research shows that how a product is framed shapes buyer perception and purchase intent — even when capabilities are similar.
(𝘚𝘰𝘶𝘳𝘤𝘦: 𝘢𝘤𝘢𝘥𝘦𝘮𝘪𝘤 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩 𝘰𝘯 𝘧𝘪𝘯𝘵𝘦𝘤𝘩 𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯𝘪𝘯𝘨 𝘢𝘯𝘥 𝘣𝘶𝘺𝘦𝘳 𝘱𝘦𝘳𝘤𝘦𝘱𝘵𝘪𝘰𝘯)

That’s why spend-management messaging converges.

Not because teams lack creativity.

But because they’re answering:
“What does this do?”

Instead of:
“Why should I change how we operate?”

This isn’t a product problem.
It’s a positioning problem.

Positioning is the mental shortcut buyers use to understand:
• what category you’re in
• what problem you truly solve
• and why you’re worth changing existing behavior for

When that shortcut is unclear, buyers assume interchangeability long before sales ever enters the conversation.

𝘐𝘧 𝘺𝘰𝘶’𝘳𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢 𝘍𝘪𝘯𝘛𝘦𝘤𝘩 𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘢𝘯𝘥 𝘺𝘰𝘶𝘳 𝘮𝘦𝘴𝘴𝘢𝘨𝘪𝘯𝘨 𝘧𝘦𝘦𝘭𝘴 𝘴𝘢𝘧𝘦 𝘣𝘶𝘵 𝘴𝘵𝘶𝘤𝘬, 𝘵𝘩𝘪𝘴 𝘪𝘴 𝘶𝘴𝘶𝘢𝘭𝘭𝘺 𝘸𝘩𝘦𝘳𝘦 𝘵𝘩𝘦 𝘪𝘴𝘴𝘶𝘦 𝘴𝘵𝘢𝘳𝘵𝘴.

#FinTech #B2BMarketing #Positioning #ProductMarketing #SaaSMarketing #GoToMarket #CategoryDesign

When positioning is unclear, buyers assume interchangeability long before sales ever enters the conversation.

Anonymized case studies don’t fail because names are missing.

They fail because:

 • The problem is vague
 • The approach is abstract
 • The outcome lacks context

Jeff Gapinski, CMO & Founder at Huemor, put it simply:
“Instead of showing who we helped, we show what we helped them overcome.”

Specific thinking builds trust.
Names don’t.

𝗦𝗮𝗳𝗲𝘁𝘆 𝗯𝗲𝗮𝘁𝘀 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗶𝗻 𝗰𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝘁𝗶𝗮𝗹 𝗕𝟮𝗕

Angelina Losik, Head of Content at Innowise, said something that reframes how trust is built in confidential industries:

“It’s often not the polished success story that closes the deal — but how safe the decision feels.”

This is where a lot of B2B content misses the mark.

Most content is designed to impress:
• Big outcomes
• Clean narratives
• Confident claims

But buyers in regulated and confidential environments aren’t looking for inspiration.
They’re looking for reassurance.

They’re asking:
• What happens if this fails?
• Who owns the risk?
• Can I defend this decision internally?

When logos and metrics can’t be shared, buyers pay close attention to how you think:
• How problems are framed
• Whether constraints are acknowledged
• How tradeoffs are explained

That internal logic becomes the substitute for the case study.

If you’re responsible for how your company explains value in a high-risk buying environment, this question matters.

When results can’t be shared, most teams panic.

They assume the problem is a lack of proof. In reality, it’s a lack of visible thinking.

Buyers don’t need the final number. They need to understand:

 • How decisions are made
• What assumptions are tested
• How high risk scenarios are handled
• Where judgment comes in

This is what “showing the work” actually means.

- Not dense technical specs.
- But clear, buyer-facing explanations of how the work is done.

Most teams already do this thinking internally. They just don’t translate it into writing.

If you’re trying to turn internal process into clear, credible B2B content, DM me.

Most messaging problems are not copy problems.

They’re alignment problems inside the team.

In B2B FinTech especially, unclear messaging is usually a symptom, not the cause.

According to ContentWired buyers rely heavily on signals of credibility, consistency, and transparency when evaluating FinTech vendors, long before they talk to sales

Here’s what’s usually happening behind the scenes 👇

Marketing doesn’t fully trust:
→ the product is differentiated enough
→ the positioning will hold up under scrutiny

Sales doesn’t fully trust:
→ the messaging reflects real objections
→ the claims will survive a compliance conversation

Leadership doesn’t fully trust:
→ how much to say vs how much to hide
→ whether transparency will help or hurt deals

So everyone plays it safe.

And “safe” messaging becomes:
→ vague
→ generic
→ over-polished
→ impossible to remember

Ironically, research shows clarity and specificity increase trust in regulated markets — not ambiguity. (Source: B2Bmarketingworld.com)

The fix isn’t “better copy”.

It’s internal alignment on:
→ what risks you actually solve
→ what constraints you really have
→ what you’re confident defending in front of a buyer

Once teams trust the truth…

The copy gets simple.
The message gets sharp.
And buyers feel it.

Question for you:

𝘞𝘩𝘦𝘳𝘦 𝘥𝘰 𝘺𝘰𝘶 𝘵𝘩𝘪𝘯𝘬 alignment 𝘣𝘳𝘦𝘢𝘬𝘴 𝘥𝘰𝘸𝘯 𝘮𝘰𝘴𝘵 𝘪𝘯𝘴𝘪𝘥𝘦 𝘺𝘰𝘶𝘳 𝘵𝘦𝘢𝘮 : 𝘱𝘳𝘰𝘥𝘶𝘤𝘵, 𝘴𝘢𝘭𝘦𝘴, 𝘰𝘳 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱?

#B2BMarketing #FinTech  #Positioning #Messaging #GoToMarket #Trust
 #Leadership #SalesAndMarketing #B2BSaaS #alignment

Most messaging problems are not copy problems but internal alignment ones.

Why “Thought Leadership” Is a Terrible Goal for SaaS Content

“Thought leadership” sounds impressive.

But it’s a terrible content goal.
Buyers don’t wake up thinking:
 “I hope this SaaS brand has an interesting opinion.”

They want:
 – clarity
 – reassurance
 – proof they’re making the right decision

Most “thought leadership”:
 – avoids specifics
 – dances around problems
 – optimizes for likes, not trust

 Real SaaS content does one thing well:
 It helps buyers decide.
 Less hot takes.
 More clarity.

If your content sounds smart but doesn’t move deals forward, this is usually why.

Agree or disagree?

Aline Chirinian is #hiring. Know anyone who might be interested?

𝗪𝗵𝗮𝘁 𝗜 𝗟𝗲𝗮𝗿𝗻𝗲𝗱 𝗙𝗿𝗼𝗺 𝗪𝗿𝗶𝘁𝗶𝗻𝗴 𝗦𝗮𝗮𝗦 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗵𝗮𝘁 “𝗟𝗼𝗼𝗸𝗲𝗱 𝗚𝗼𝗼𝗱” 𝗯𝘂𝘁 𝗗𝗶𝗱𝗻’𝘁 𝗪𝗼𝗿𝗸

Early on, I thought good SaaS content meant:

 – clean copy
 – smart phrasing
 – confident tone

So I wrote content that looked polished.

And still didn’t do much.

 • No clear signal.
 • No strong positioning.
 • No reason for a buyer to care now.

That’s when I realized something important:

Writing wasn’t the problem.
Direction was.

Once I started asking:
 → Who is this actually for?
 → What decision is this content supporting?
 → What happens after someone reads this?

The quality of the content improved immediately.

Not because I wrote better sentences.
But because I wrote with intent.

That shift completely changed how I approach SaaS content today.

Bernard Gilbert Massaad is #hiring. Know anyone who might be interested?

Communication consultant and keynote speaker | Europe-Canada | Luxury cars and watches, economics, history, arts, and music

Hi! My name is Patrice. Here’s how I help increase your sales. 

1. Content creation 
I make sure your communications respect the cultural codes of French-speaking markets.

Free your time so you can focus on what built your brand in the first place.

2. Content translation
I adapt your message so your discerning French-speaking customers want to buy from you.

Reach your well established and new audience to sell more while protecting your brand and reputation.

•	Here’s what you’ll get: your message understood by your employees, shareholders, partners, market, prospects, audience or other stakeholders
•	more time by getting your written communications right the first time
•	increased focus on what you do best.

Fill in the form to see if we’re a good fit. 

WHAT MY CLIENTS AND COLLABORATORS SAY

“I have rarely seen such an excellent translation, in light of the complexity of the issues.” [translated]—Canadian Council of Professional Engineers

“I can only highlight the pleasure I have had collaborating with Patrice: his rigour, proficiency in both languages and curiosity about the world are genuine assets that helped us complete the project, not to mention the human qualities he brought to the table. I am left with excellent memories of this experience. I am looking forward to working together and combining our language skills again!” [translated]—Gwennaëlle André, proofreader

Want to collaborate with me? Fill in the contact form or get in touch via email, patricedussault1@gmail.com!

Patrice Dussault, s.a.h., b.a.

Old’s cool.

I get results for my clients the old-fashioned way:

By listening to:
🔹 them
🔹 their customers
🔹 their other stakeholders

And by asking my research assistants, Ms. ChatGPT and Mr. Perplexity.

Then I analyze the insights and use them to audit, create or translate bespoke content.

My method may be old school, but I adapted it to today’s needs, and it works.

How do you research your clients’ problems?

—

Hello. My name is Patrice. Check my profile out and join my 19,000 community for more insight on content auditing, creation, and translation for luxury watch and car brands.

Communication consultant and keynote speaker | Europe-Canada | Luxury cars and watches, economics and geopolitics | Favikon #34

Here’re 3 sources of insight I rely on to maintain an overarching view of what’s affecting you and me right now:

🔹 Archæologists
To know how civilizations 1st came to be.

🔹 Historians
To see how they evolved to this day.

🔹 Journalists
To witness how they are doing now.

That’s how I can analyze our current events and identify parallels with similar historical patterns.

For you and me today, it’s the labour market disruption introduced by the AI revolution:

The West alone had revolutions before: an agricultural one (6th-9th centuries); a technical one (11th-14th centuries); an industrial one (19th century).

And during none of those times were workers replaced; they pivoted to areas where their work created the most value.

History may not repeat itself, but it often rhymes.

How do you identify trends or patterns?

—

Hello. My name is Patrice. Check my profile out and join my 19,000 community for more insight on content auditing, creation, and translation for luxury watch and car brands.

Love to share good news with you.

This time, it’s the 2026 issue of The Online Business Edit!

If you’re a solopreneur and you’ve ever started the year wondering if you should stick with the same old marketing tactics or switch up your sales strategy, this is for you.

23 online business experts (myself included!) have come together to offer a free magazine with our best insider tips on what’s working NOW for service providers and course creators.

In the tumult of 2025, we stepped into new opportunities, tested fresh ideas, and pivoted our offers… and along the way, we found what was actually working for us, our business, and our clients.

Inside these pages, you’ll find insider advice from the smartest voices today on:

🔹 building your presence on social
🔹 collaboration with colleagues
🔹 human content creation
🔹 audience trust
🔹 messaging
🔹 leadership
🔹 branding
🔹 and +

Best of all, we’ve rounded up our best free resources to help you succeed in online business in 2026.

Hope you appreciate my article on why you need a personal brand on page 12! (Link in the comments.)

Special shoutout to my friend Jessica Andersen for this wonderful contribution opportunity.

—

Hi! My name is Patrice. Check out my profile and join my 18,500+ community for more insight on content auditing, creation, and translation for luxury car and watch brands.

The Online Business Edit

2026 is full-on, but I like to recall and build on what helped me most post ChatGPT launch.

So here are some of my favourite clients, mandates, colleagues, and wins.

Favourite clients
🔹 Boutique agency that understands and advocates for the value created by translators.

They brought large projects from returning clients that had burnt their fingers on fast MTPE, while leveraging tech to help serve those clients more efficiently.

🔹 Direct clients who understand and pay for the value created by translators.

They accepted rate hikes and stayed loyal regardless of tech creep.

Favourite mandate
🔹 Double translation: 1 set of documents using a corporate voice for official, printed materials; 1 set using informal language for training videos and accompanying manuals.

This project allowed me to flex my translator and copywriter muscles, a challenge that put a smile on my face.

Favourite colleagues (and complementary professions)
🔹 Too many to name here! I love to read and learn from thought leaders and beacons.

They help me hone my core skills and stay on top of my industry’s career-redefining issues.

Favourite win
🔹 Building a personal brand that allows me to adapt and to share my voice on my industry’s pressing issues.

Our industry may be navigating the roughest waters in recent history, but it feels good to adapt and to build on the pillars of success that still work today.

What are your favourite memories?

—

Hello. My name is Patrice. Browse my profile and join my 19,000+ community for insight on content auditing, creation, and translation for luxury watch and car brands.

I got the power.

The power to help you, growing luxury watch atelier:
🔹 sell
🔹 find partners
🔹 enter new markets

By:
🔹 accompanying you through your export journey to Canada
🔹 showing you how to connect with potential partners
🔹 speaking your target customers’ language

Now, you got the power.

What does it mean to you?

—

Hello. My name is Patrice. Check my profile out and join my 19,000+ community for more insight on content auditing, creation, and translation for luxury watch and car brands.

You’re a motor racing team boss with 10s trophies, but not making the impact you need on your French-speaking audience.

What if I told you your next LinkedIn posts can:
🔹 widen your fanbase
🔹 create solid engagement
🔹 build long-term partnerships

All you have to do is hire me as your ghostwriter, and I’ll:

1. Speak with you about your audience, message, voice and tone
2. Interview key informants if need be
3. Conduct necessary research
4. Draft outlines for you
5. Get your approval
6. Write, edit, proofread
7. Submit posts for your review

This way, you retain control of the process while focusing on what you do best: top podiums.

If you know someone in your network who fits this profile, tag them below.
DM ”ghost” to have a 1st chat!

—

Hello! My name is Patrice. Check out my profile and join my 18,500+ community for more insight on content auditing, creation, and translation for luxury watch and car brands.

Vous traduisez ou créez du contenu pour l’industrie automobile, et l’IA ralentit votre revenu plus fort que des freins en carbone?

Alors, ce nouvel épisode du balado Moteur & Marketing est pour vous.

Dirigé par Vivien Leleu, fondateur de l’agence de marketing APMF., balado diffuseur et leader d’opinion dans l’industrie automobile, j’aborde les sujets suivants :

🔹 Comment inscrire ses compétences en communication dans une solution à un problème des constructeurs pour vendre nos services
🔹 Ce qui différencie les façons dont les constructeurs communiquent en Europe et en Amérique du Nord
🔹 Les tendances de l’année : personal branding, immersion, activations, récit humain
🔹 Pourquoi je refuse d’utiliser l’IA en traduction… et comment je m’en sers autrement
🔹 Et plus encore…

Si vous vous demandez comment aborder l’année 2026, écoutez cet épisode et ne manquez pas de consulter le site web d’APMF (liens dans les commentaires).

—

Bonjour! Je m’appelle Patrice. Jetez un œil sur mon profil et joignez-vous à ma communauté de presque 19 000 personnes pour en apprendre davantage sur l’audit, la création et la traduction de contenu pour marques de luxe.

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Patrice Dussault, s.a.h., b.a.

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The Battle

☀️ Yara A.

Patrice Dussault, s.a.h., b.a.

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);}☀️ Yara A.'s LinkedIn Performance

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