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

"We just need better messaging."

Actually, you need better positioning.

Positioning always comes first.

Here's the down low: Companies hire a copywriter to fix their website. And a copywriter often rewrites everything beautifully. Professional. Polished.

But you need a foundation before you create demand. You can't write your way out of unclear positioning.

Messaging is how you say it. Positioning is what you say.

If you don't know who you are for and what makes you different, no amount of copy will save you.

It's like asking someone to wrap a gift when you haven't decided what's inside the box.

B2B Healthcare SaaS Positioning & Messaging | ☕️ Espresso connoisseur

Happy to share that I'm drinking more coffee in 2026.

Please join me in this celebration.

"It's crazy how fast AI is replacing copywriters and marketers."

...is what I typically say when talking to copywriters and marketers.

Really frees up the job market for me.

Last year was a wonky year for me.

It was my best year in some ways, but also a year of endless headbanging against walls (still doing a bit of it right now).

For nearly 10 years, I've done all things copywriting. And gotten pretty dang good at it (so my kids tell me when they see a YouTube ad that they think I wrote).

But last year, I pivoted even more into the realm of B2B positioning.

I tested new offers like a madman constantly tweaking the perfect cup of espresso. 

I leaned into it. Failed. Leaned into it a bit more. And failed a bit more. And more and more (until I drank my sorrows away with more espresso).

And that's why I'm leaning more into B2B positioning. 

I know, weird.

Because the handful of amazing clients I worked with this year were absolutely amazing. Sure, I got hundreds of "no's, go away, and wrong person."

But that's part of building a solo consultancy. 

The best basketball players make 40% on 3s. The best baseball players hit a pitch 3 out of 10 attempts.

Rejection is part of the game. Falling on your face is part of the game. Even losing is a part of the game.

Giving up is not part of the game.

B2B healthcare SaaS positioning | ☕️ Espresso connoisseur

Bienenstich or bee sting cake. 

Divinely delicious. Will be making this again and again and again.

No alternative text description for this image

Your homepage or landing page hero section is your three-second argument.

I like to think of it as: 

- What's compelling to the readers? 
- Is your headline, subheadline, and proof all compounding to what matters? 
- And does the reader have confirmation that your promise actually works?

Positioning steers all of this.
 
Good copywriting follows good positioning.
 
Every headline sounds good until you realize that the product you're writing copy around has zero positioning strategy.

When a B2B product has a clear roadmap, the messaging has a roadmap, and the copywriting has a roadmap. 

Everyone has a roadmap. 

Even more importantly, your customers have a roadmap of how to see your product.

Made sponge cream cake (Erdbeerrolle), so I have the right food supplies during this ice storm.

Didn't really turn into a roll. But it was still delicious.

Stay safe out there!

There are those who get in shape at the beginning of a new year. 

And there are those who double down on making pie and cheesecake.

Starting the year off strong 💪

B2B Healthcare SaaS Positioning | From Decks to Email Messaging | ☕️ Espresso connoisseur

B2B healthcare startups should avoid overhyped messaging.

Stop overpromising outcomes on a new feature. Stop talking about how excited your company is to launch that product.

Your customers don't care about super overhyped messages:

"We're launching our biggest product yet"
"Our product will change your life"
"Our product will save you hundreds of hours!"

You throw believability out the window with overhyped products that your audience knows nothing about.

Your audience wants two things:

1: Clarity of what your product is
2: How it's different

And the more you can tie it to a problem (and the conversation inside your buyer's head), the more believable it is.

Because nothing matters if you don't understand the problem you're solving.

Nothing matters if you don't understand how your buyers think and feel about their current problem and what's pushing them to a new solution.

Your buyers need a frame of reference. They need certainty. And they want frictionless clarity on what you do.

Saying you can tell a story through email is like saying you can bake a cake.

Sure, you can make it but it doesn't mean it's gonna taste absolutely scrumpiously amazingly divine. 

And therein lies the magic of copywriting.

We know there are templates. And there's AI. And there are folks who don't use either and probably should.

Writing good emails about B2B products is never about writing about B2B products.

It's about knowing your reader's frame of mind, how they think and feel about your product (the pain they desperately hate being in).

And making them more aware of what your product can do for them. Not just by listing feature after feature.

But by painting a picture for them.

The last few months, I had the amazing opportunity to work with Britt Prim and Karias Health.
 
And they were the absolute best!

Loved helping them with all things positioning, messaging, and getting their prospecting emails dialed in (and talking all things Stranger Things with Britt).
 
And I love even more that they booked multiple meetings (and pipeline activity!) from these emails.
 
Nothing better helping healthcare teams win!

Britt Prim thanks for being awesome, kind, and an absolute joy to work with!

Easily one of the best flowcharts ever made.

11 signs you need to fix your B2B healthcare positioning:

1. Your story is built around product features, not market change.

2. Your competitive analysis only lists competitors, not the status quo being replaced.

3. Your prospect refills their coffee cup 3x before you finish your pitch deck

4. Your differentiation sounds amazing internally but never actually show clear buyer value 

5. Your positioning deck is built for multiple buyer personas in a single sentence

6. You think you're about to own market category and you started your company 6 months ago and have three customers

7. You're testing messaging with your team instead of actual ICP prospects before launch (skipping voice of customer validation)

8. Your homepage headline, deck, and emails describe three different products and solutions you're solving

9. You see your competitors win because they're positioned in a clearer category 

10. Your prospects (maybe) forward your cold email asking "do we already have this?"

11. Your pitch deck has more words and images on a single slide than your 3-year-old's drawing.

The hardest thing about pitch decks is getting them to lead the messaging of your emails and landing pages. 

The problem is taking a deck (written in your voice) and turning it into an asset (written in your customer's voice).

Your deck is the problem you're solving and how you differentiate yourself in the market. You have to tell that story through the lens of your buyers.

The challenge is knowing your reader's awareness.

You have to know what conversation is happening in their heads (hint: it can't be a big problem you think it is)

Even more importantly, you have to take the logical langugae of your pitch deck and turn it into emotional copy.

Positioning creates internal alignment across the board.

Great copy shows up when your team has a clear position, understands where your buyers are in their story, and knows how to turn that into words that win people over.

The worst advice on hero sections is:

"Just make it clearer"

Something that's clear to an engineer could be wildly unclear to a clinical director. 

And it's only bad if you don't know how to make it clearer. The HOW of how to make it clear.

First, you need to know the 4 types of readers (h/t to Joanna Wiebe for this):

- Spontaneous (fast, emotional) They are the skimmers that want to know “What is this?” and “What can I do here?”

- Competitive (fast, logical): They are scanning for “What is this?” + “Who is it for?”

- Humanistic (slow, emotional): They like to read the whole page, but feel uncertain if they don't know what the hero section communicates

- Methodical (slow, logical) They notice the hero, but treat as a map for directions

And what they all have in common is these want these questions answered (and 8 seconds or less):

- What is this? 
- Who is it for?
- What can I do here?

Especially in B2B healthcare SaaS, when you have to be clearer than ever who your champion is and how you're helping them (and what category you're competing in).

It's easy to sound good internally. But does it make sense to your buyers?

P.S. I share more copywriting (and positioning) examples in my newsletter every week: https://lnkd.in/emV7YTJP

Love working with the Promptly team!

They are doing amazing things in healthcare, especially around specialty practices. Like seriously amazing.

And they have an awesome amazing team behind it all. I had a blast working with them on positioning strategy to messaging. 

P.S. If you're a B2B healthcare company and need help with positioning and messaging, I have a few spots for my positioning accelerator in February!

Don't sign up for my newsletter.

Unless you like espresso, B2B healthcare, copywriting techniques, positioning decks, and that's about it.

Then definitely sign up for it. 

Here's what I'm sending out today in my newsletter (one of three examples) that I'll be explaining.

P.S. Here's the link if you want to give it a looksie - https://lnkd.in/emV7YTJP

I talked to a B2B healthcare startup last year that had two positioning problems:

1. Differentiation doesn't show up in messaging (especially around AI products)
2. Closed / lost calls showed that buyers didn't see the urgency to act

In essence, their product “does AI for healthcare” with almost endless use cases.

It was difficult to identify a champion. And it's difficult for champions to accept change when there's urgency to change.

All in all, there are two things you have to remember about B2B healthcare positioning:

Put your product in a clear differentiated box and make the cost of staying with the status quo feel higher than the cost of changing.

If you're in B2B healthcare, you have a huge positioning opportunity.

The launch of ChatGPT and Claude Health shows how they are positioned around accessibility.

The mistake would be to chase the same positioning narrative:

- The most accessible AI for healthcare professionals
- Your personal AI assistant for health records
- Making AI healthcare simple

These are broad, vague, and you're competing in a category that never gives you a chance to win.

To stand out, you need to identify:

- Your champion (who cares the most)
- Define the alternatives (what did your champion use before you)
- Anchor into a problem
- How your differentiation solves that problem
- How that's framed around the market
- Take that frame and built out voice of market messaging

The mistake is that B2B healthcare startups will choose competitors (that aren't really competitors) and call out how they are different.

The mistake is picking the wrong competitor (like ChatGPT). And not listening to what your buyers really care about.

It's about going narrow and not trying to own a category that you're not really competing in to avoid category confusion.

Choose a roadmap that allows you to win over and over.

Abridge is a good example of this:

Narrow positioning: "Leading healthcare AI infrastructure powering the most trusted clinically useful, billable, and compliant notes at the point of care."

(If) they chose poor positioning: "The most accessible AI assistant for healthcare professionals"

Abridge chose a positioning that made them the obvious choice for clinical documentation.

As a B2B healthcare startup, your reaction shouldn't be, "Oh no, we can't own healthcare accessibility anymore."

Your job was never to own it. Because your startup had no business being in that category.

Show your customers, teach them, why your B2B healthcare's strengths are perfect for specific niche markets.

Most positioning fails because it doesn't go anywhere.

It stays hidden in a deck without ever traveling into the world of landing pages and emails.

Positioning is the story you tell to align your entire team. And it's the story that you express in your emails and landing pages to your buyers.

Why emails and landing pages?

1. Emails are a sequence of telling that story
2. Landing pages allow you to focus on one problem, one reader, and one promise

Positioning gives your product context. And that context has to be communicated clearly.

Positioning isn't a standstill deck. It should travel internally to align your team and externally to tell a story to your buyers.

Cassandra Rosen 🎯🌱📈

Central Florida Cars & Community

Raising money for deserving charities and nonprofits through car cruises, community meetups, and B2B events.

Cassandra Rosen Consulting LLC

Cassandra Rosen Consulting helps mission-driven entrepreneurs and executives become thought leaders and scale business growth without slimy DMs or advertising that drains your marketing budget and doesn't deliver.

Through clear personal branding techniques, targeted sales frameworks, and irresistible brand narratives we help our clients learn how to easily and magnetically attract their ideal audience.

With over 15 years of expertise in creating national brand strategies for consumer brands, CRC now brings its proven methodology to early-stage B2B and personal brands ready to scale and make an impact.

Through our consulting services, coaching programs, and done-for-you brand building solutions, we'll give you the insights, systems, and confidence clients need to:

🌱 Unlock tangible business growth and revenue
🌱 Craft engaging cross-platform content and stories
🌱 Identify and connect with your perfect-fit audience
🌱 Reach your peak personal and professional potential
🌱 Position yourself as a trusted industry thought leader

CRC's personalized approach and commitment to each client’s vision help transform corporate brands, personal brands, and small business owners to maximize visibility, influence, and income.

You're in the right place if you have a big dream, have been in business for at least 1 year, and are ready for strategic guidance to scale and turn your vision into reality. 

Send a DM to apply for a call or complimentary consultation. 

AS SEEN IN:
Forbes, Wall Street Journal, New York Times, People, Parade, CNN, NBC News, MSN, Yahoo! Finance, Bloomberg News, Wine Spectator, Oprah Daily, Tasting Panel, Medium, and more.

Winter Park Public Relations & Events

Bespoke public relations, media training, and B2B events for local businesses in and around Winter Park, Florida.

AS SEEN IN:
Forbes, Wall Street Journal, New York Times, People, Parade, CNN, NBC News, MSN, Yahoo! Finance, Bloomberg News, Wine Spectator, Market Watch, Dow Jones, Oprah Daily, Tasting Panel, Medium, and more.

FK Interactive

A boutique go-to-market branding, sales training, and product development agency for national and international brands. 

We've helped clients 2x and 3x their businesses and grow their brand footprint internationally. 

We've generated billions in media views and taught our clients how to pitch and land top-tier hits.

And we've helped them do it all WITHOUT spending millions of dollars on ads or expensive lead-generation services.

President ▪️ Brand Strategy ▪️ Public Relations

Crave Local Media Network

Key Role: Spearheading social media marketing, online brand building, community engagement. Created and currently overseeing social media channels in over 25 cities nationwide. Created national and international visibility for specialty food and beverage brands, published authors, chefs,  importers, certified wine & spirits specialists, recipe developers, cocktail writers, beer experts, fashion experts, and trend consultants.

Impact: Over 600 million US-based media impressions. Helped to grow online brand from 0 to millions of page views, and facilitated over 3,500 pieces of branded and editorial content.

Recipe development for high profile and emerging food and spirit brands, as well as wine and cocktail pairings.

Created relationships with national and local events to form brand alliances, and create media sponsorship opportunities and relevant brand placements.

Relationship Management: Introduction, growth, and maintenance of brand ambassadors in all cities nationwide, including media attendance, event coverage, and brand representation - online and in person. Management of all agency relationships, as well as alliances with trade organizations and international representatives.

Managed and directed CraveLocal.com's online lifestyle web publication.

Launched #BevChat. Have reached over 780mm people to date.

Editor-in-Chief | Co-Founder

MTI Designs

Interior design, architectural detailing, signage, and visual identity consultancy. Clientele list included international hospitality brands, banking and financial institutions, cruise lines, luxury residential locations, and community/public spaces.

Morgan Stanley, Financial Institutions

Managed all day to day operations, including fund distributions and commodities trading. Wrote total rate of return swaps and conversions for both on and off-shore hedge funds, with a fund focus on global real estate, and multiple investment strategies.

Published returns rates, and calculated future earnings ratios on both LP and LLC returns. Managed over $100ml in receipts from numerous national and global banking organizations.

One of the first 50 persons hired for a trading/brokerage floor office at Morgan Stanley.   

Facilitated corporate think tanks to rebrand, as mergers shifted multiple entities into one.
Trained numerous (150+) employees over tenure.  
Highly regarded by colleagues and clients.
Top trader within 3 mos of obtaining licenses.

Financial Advisor

♛ Personal Branding & Business Coach • I Help Founders Be Seen as Authorities Through Content, Connections, and Expert Communications • Ex-Omnichannel Agency Founder • WSET 2 🍷Sommelier

If you feel stuck, unable to scale, lost with your personal brand...

Frustrated because you *thought* this business would give you time freedom and a life, not a hustle…then you came to the right place.

Here's the hard truth:

None of us wants to live to work. We WORK to enjoy the LIFE we want.  

And that was the plan until you realized that the entrepreneurial path...why you quit your 9-5...has turned into a grind.

Referrals aren’t cutting it, and you’re not attracting ideal leads or clients. 

You’re stuck and something needs to change. 

You also know this is YOUR TIME, and you’re ready to be seen for the talents that are inside of you. 

I know, because I’ve been there. Getting paid peanuts while the boss raked in millions. Landing top-tier clients, working long hours, destroying my health because it was ‘expected’ of me. 

Your skills have value. Now it’s time to get paid what you’re WORTH. 

And it’s not your fault that hasn’t happened yet.  You can’t see what clients need to see or hear because you’re stuck working *in* the business. 

Over the past 27 yrs in business, I've learned that customers crave connection and meaning over transactions.

But you can breathe 🌬️life into your brand by sharing your personal viewpoint and your story!

You can stand out in the ‘sea of same’ by speaking your truth, authentically and unapologetically!

You can sell bigger deals, close more, and scale without selling your soul. And I know, because I've done it. 

Say, “Goodbye!” to imposter phenomena and “Hello!” to confidence, positioning, and pricing that will fuel growth!

It’s time for you to champion yourself and say, “I am ready for this!”

Your customers want to know *why* you do what you do, not just *what* you do or sell as a business!

And when you connect your 'what' with their 'why':

💲Your value becomes crystal clear
💲Customers are attracted to you
💲Imposter syndrome disappears
💲Sales become smooth, easy
💲You stand up and stand out
💲The sales cycles shortens
💲Costs go way down
💲Revenue goes up!!

If you're ready to make waves 🌊, be recognized as an authority, gain time freedom, and scale your business YOUR WAY, you've come to the right place. 

My goal is to get you UNSTUCK, focused, and give you the CONFIDENCE and COURAGE to create the life you deserve...

To transform you into the FUTURE YOU the world deserves to meet. 

Apply to see if working together is a fit: https://forms.gle/xQT5XP9RJuNATYdx5

As seen in: MSN, Dow Jones’ MarketWatch, Yahoo! Finance, The Street, Forbes, Medium, Oprah, USA Today, and you can, too!

A boutique public relations, marketing, and GTM brand launch incubator for national and international brands. 

We've helped clients 2x and 3x their businesses and grow their brand footprint internationally. 

We've generated billions in media views and taught our clients how to pitch and land top-tier hits.

And we've helped them do it all WITHOUT spending millions of dollars on ads or expensive lead-generation services. 

Ready to talk about growing your business?  Reach out at VIP@fkint.com, and let's chat!

✴️✴️✴️✴️✴️✴️✴️✴️✴️✴️

AS SEEN IN:
Forbes, Wall Street Journal, New York Times, People, Parade, CNN, NBC News, MSN, Yahoo! Finance, Bloomberg News, Wine Spectator, Market Watch, Dow Jones, Oprah Daily, Tasting Panel, Medium, and more.

Spicy coming at you...🌶🌶🌶🌶

Think in person networking events are the only/best way to get high tickets leads?

Watch this 🎥.

Cassandra Rosen ⚡️🧠

Visible Authority Strategist | Helping Service-Based Experts Be Chosen for How They Think | 4x Founder

This is spicy 🌶 — and I meant it.

In-person networking isn’t a complete business strategy. 

It’s a support system.

And if this made you uncomfortable, sit with that.

Notice what I’m doing here.

I’m not giving advice.

I’m showing you how I think.

That’s visible authority.

And that's what you need if you want to win in 2026.

#visibleauthority

If content already feels heavy, you’re not doing it wrong.

It's just your brain trying to keep you safe, same and comfortable, because it hates change.

Days 2 and 3 are also where most people start overthinking: 

– “What should I say next?” 
– “Is this even helping?” 
– “Am I doing this right?”

You don’t need a full plan. 

You don’t need to sound confident.
 
You don’t need to impress anyone.

You just need to show up once today.

One thought. 
One sentence. 
One small share.

That still counts.

This is the Useful > Perfect Principle in real life. 

And it’s how Visible Authority is built.

Day 3. 
No pressure. 
Just showing up. 

#VisibleAuthority 
#UsefulNotPerfect

This simple trick is how you can get more confidence creating content this week...

Without just creating more, more, more:

Stop thinking of it as “content.”

Think of it as answering questions.

You already do this every day:

– explaining things to clients
– giving advice to friends
– helping people see things more clearly

That’s what builds authority.

Not polish. 
Not performance. 
Not perfection.

Just being useful out loud.

This is the Useful > Perfect Principle. 

And it’s how Visible Authority compounds over time.

#VisibleAuthority 
#UsefulNotPerfect

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Cassandra Rosen 🎯🌱📈

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The Battle

Benjamin Watkins

Cassandra Rosen 🎯🌱📈

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

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