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

Never underestimate this as a LinkedIn strategy.

B2B Healthcare SaaS Positioning & GTM 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.

B2B Healthcare Positioning & Messaging | ☕️ Espresso connoisseur

A fundamental difference between good and bad copywriting comes down to pronouns (me vs. you).

Bad copywriting (all about me):

• Check out my product
• Check out what my product does
• Check out why my product is awesome

Good copywriting (all about you):

• You have a problem
• You are looking for this benefit to solve it
• You are looking for a product that has these benefits and solves your problem

Always make it about the customer.

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."

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

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.

Change your perspective, and you change your outlook on life!

Also, nothing beats Calvin and Hobbes.

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.

"When is a B2B company ready for positioning work?"

B2B healthcare startups ask me this a lot. Positioning is nerve-wrackinig if you don't have the data, or the customers. 

On the flip side, it's even more stressful when you're growing like crazy, but there's no real clarity around your positioning.

They both have something in common: You need to make the decision nobody's made yet.

Positioning is ultimately about pattern recognition. Can you name who you win? Do you know why you win them? Can you describe what they were doing before they found you?

That kind of clarity doesn't come before the work. It comes from the work.

What I tell founders is that picking a segment is a sequencing decision, not a forever decision.

And as the market changes, you have to revisit your positioning. 

The healthcare companies that struggle aren't the ones that position too early or too late. It's avoiding a decision altogether that impacts how your team sees you and (even more important) how your customers see you.

Everyone should follow and learn from Darren.

The best of the best when it comes to LinkedIn. I learned every single thing I know about LinkedIn and social selling from this dude.

LinkedIn & Social Selling took me from the mailroom to the boardroom in 10 years | Founder of Darren McKee Co. & 531 Social

Been a wild 4-5 weeks. 

I’m tired but it’s hard to even say that because I dreamed, hustled and prayed to eventually have days like these.

Now it’s happening. 

Time to rest, recover and ge the work life pendulum back in line.

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.

My 8-year-old son likes to ask me when we're going to get a new car.

Even though our 2019 Honda Odyssey works perfectly fine.

I try to tell him that new does not equal better. You don't need the newest thing especially when the old thing isn't broken. 

I don't have a sense of urgency to get a new car. I don't want to spend money on something I don't need. And what I have works perfectly fine.

And that's a lot of the problem around AI.

Don't get me wrong, I love testing out new AI tools and projects.

But when you're trying to sell an AI product, you're not selling something brand new. Because nobody sees a need for that, no matter how cool it is.

You're showing the cost of something broken. You're showing the pain. You're walking them through the feeling of something that doesn't work.

A lot of AI tools, especially in healthcare, have to show that.

Otherwise, it's just something that's new. It's making an announcement where nobody cares what you have to say.  

Just because it's new doesn't mean it's useful.

Just because you can release an AI product, doesn't mean you should unless you're actually solving a tried and true customer pain.

I'll also be keeping my honda odyssey for a good while.

Nobody ever bought B2B healthcare software because of a "unified real-time platform." 

They bought it because something was broken and they were tired of pretending it wasn't. 

They care about the thing that's broken today. So that's where you start. You position around the pain they already feel. You use their words, not yours. 

But you don't stop there.

Once they see themselves in your positioning, you shift the story. You explain why that pain keeps showing up. 

The old game was built on manual processes and lagging indicators. The new game requires real-time data and proactive intervention. You're not selling yet. You're changing how they see the problem.

And then the sales conversation becomes easy. Because you're not convincing them they have a problem. You already did that on the homepage. You're not reframing their world. You already did that in your content. 

Now you're just showing them why your approach is the one that actually solves it.

Three steps. And each one earns the next. And the messaging at each step sounds completely different.

Most B2B healthcare companies try to do all three in one homepage headline. And that's why it reads like "Empowering organizations to deliver better outcomes through innovative solutions."

Which could be about a hospital. Or maybe even a really good sandwich shop.

Stop thinking of your B2B product as horizontal vs. vertical. Because it doesn't matter.

You need to first think about how it's positioned.

B2B companies get stuck on the entire strategy of horizontal or vertical, and then let it become their positioning. 

For example, the horizontal company says, "We're the #1 CRM, now for healthcare." 

The vertical company says, "We're built exclusively for healthcare." 

And yet, both are describing what they built. And neither is telling the buyer why it matters to them.

Take Clarify Health. They built a horizontal concept around data analytics. 

❌ They didn't say "we're a cloud analytics platform for healthcare."

Instead, they found the context that made their value obvious (healthcare executives are making billion-dollar care decisions with gut feel). 

✅ They gave it context: "Moneyball for healthcare".

CarePort Health is an example of going vertical. 

❌ They didn't say "we're a vertical discharge platform." 

✅ They named the pain no one had solved: "Nurses calling facilities, one by one, to place a patient."

Remember, horizontal or vertical can win. 

You'll never win by leading with what you built instead of the value it creates for the buyers who care most.

Find the context that makes your value obvious.

Drinking more coffee and sharing more positioning truths.

I work with B2B healthcare startups on positioning and always notice these challenges.

1) Competitors are often assumed rather than hearing what your market tells you. Listen to your market when they compare to the alternative.

2) Your market has a problem. They have a belief around that problem and the context that surrounds that problem. Listen first before inserting your product into the conversation

3) Everyone promises better patient outcomes. Better healthcare. Better everything. But what is something unique in value that you deliver that comes from your capabilities? That's where you stand out.

That's all for today's lesson.

Positioning is about knowing which game you're playing.

The mistake I see from B2B healthcare companies is borrowing the playbook from a quadrant they don't belong in.

Here's how it breaks down. 

Two angles: how broad your solution is (point solution vs. platform) and how healthcare-specific it is (generic infrastructure vs. built-for-healthcare).

Here's what confuses everyone. 

These aren't stages. You don't "graduate" or jump from point solution to platform. Each one is its own game with its own way to win and its own way to lose. And a level of education you have to do.

Positioning failures happen when a healthcare point solution tries to position like a platform. 

Don't put yourself in a positioning game you're not even supposed to be playing in.

Put yourself in a positioning game where you have the highest opportunity to win.

B2B healthcare is wild in 2026.

Every B2B healthcare startup wants to know how to "position their AI." AND it's 1000% the wrong question.

The right questions were before AI showed up.

1) What game are you playing?  
2) Why should the buyer care?

April Dunford has been saying this for years. Positioning isn't about describing what your product does. It's about defining the context that makes what you do make sense. 

The category, the competitive alternatives, and the value you deliver that nobody else can. 

That framework didn't retire when ChatGPT arrived. If anything, it's now even more important because now every company sounds the same.

And that's the part nobody's talking about. The AI wave didn't create a positioning problem. 

It exposed the one that was already there. 

The B2B healthcare SaaS startups winning right now aren't the ones with the best AI. They're the ones who can explain why their AI matters to a specific buyer with a specific problem in a way that nobody else can. 

That's a positioning advantage (not a technology advantage).

Collin L.

I Build High-Performing Email Systems For Busy Coaches & Solopreneurs, So They Can Increase Clientele & Drive Revenue On Autopilot

.Hey, I'm Collin.

I teach busy entrepreneurs and leaders how to reduce stress and mental fog that cost them time, money, and opportunities.

You know the feeling...

That moment before a big decision where your mind goes foggy. The endless loop of "what if" scenarios. That voice saying you're not ready, not good enough, or that you'll make the wrong choice.

I've been there too.

But here's what I discovered:

This isn't a character flaw. It's a nervous system issue. And it's fixable.

In fact, you can rewire your mind for calmness, clarity, and confidence... without years of therapy or "grinding harder." Just awareness, the right tools, and a willingness to change.

That's what you'll get here.

So, if this sounds interesting to you, shoot me a DM :)

LinkedIn Ghostwriter

Writing LinkedIn content to achieve my clients' desired outcomes. 

- Driving engagement
- Growing their following
- Building authority
- Landing clients for work

We build a specific plan, tailored to your social media brand. 

Most of my clients want to grow their brand and land clients. We do this in separate phases. 

Send me a DM to build your content plan and achieve your brand's goals!

Observation from 3.5 years of creative work:
(and burning out twice)

It's impossible to fulfil client work, write great content, or come up with unique ideas when your brain is barely hanging on. 

Sounds obvious, I know. 

But few people actually stop to consider how much fuel they have left within the tank of their own mind. 

- They wake up early. 
- Grind for hours daily. 
- Hustle harder and harder. 

You feel productive, satisfied, and perhaps even excited about all the hard work you're doing because some day, it'll pay off... right? 

Right?! 

Honestly, you don't know. 
So you put the blinders on. 

You keep pushing straight ahead with narrow vision, like an athletic horse during race time... just barreling ahead. 

Until one day, you crash. 

The work feels impossible. 

It's as if somebody dropped a 200-pound weighted blanket over your shoulders. 

This is burnout. 
It can take weeks to recover. 

While it’s great to push forward and do all the hard work today for a potentially better future, listen to your body. 

Play the long game.

Collin Lavigne

I Help High Performing Men Overcome Mental Blocks, Think Clearly & Sustain Peak Performance │ Flow State Training For Your Subconscious

You know exactly what you need to do.

But you just can't start because... well, self-sabotage.

We've all experienced this.

- You freeze
- You procrastinate
- You make a poor decision

Here's the thing...

You can be smart, capable, and want to succeed but still sabotage yourself. 

It happens because your brain wants to keep you safe.

And pushing beyond your comfort zones? Well, your subconscious mind perceives that as a threat.

This makes taking action feel impossible.

But what can you do?

How can you eliminate self-sabotage behaviors all together so that you keep making progress?

Stop fighting against it.

Become aware. Notice when it begins to happen in certain circumstances.

Use emotions as a signal that you need to focus on the task at hand.

Don't try to avoid it.
Don't try to fight it.

Lean into it.

I Help Busy Professionals Reduce Stress & Achieve Peak Mental Clarity │ Sustainable High-Performance Without Burnout.

So many of us are in a constant low-grade state of worry, overwhelm, and anxiety from morning until night.

This is chronic stress.

Oftentimes, it starts with one incident. 

But then one thing leads to another, until you’ve got a mountain of things to worry about.

You can’t control the world around you. 
You can control how you react to it.

It starts with the inner work.

The top 1% of elite performers deal with high-pressure situations way differently than others. 

How? 

- They take action despite their emotions. 
- They train their nervous system to handle it. 
- They treat it as proof they’re playing at the right level. 

It’s not complicated. 

But it takes a willingness to embrace pressure with open arms instead of running away like a dog with a tail between its legs. 

At the highest levels, pressure is the filter. 

It separates the majority with those who genuinely deserve to be there. 

Only the prepared remain.

You don't have a discipline problem.

What you have is a nervous system that's been running on high alert for so long it's forgotten what calm feels like.

Here's the thing:

You try thinking your way out of it.
But in reality, this is a "body-level" problem.

So that doesn't work.

Trying to think your way out of it is like trying to fix a WiFi issue by typing faster.

What happens:

The harder you push, the more your prefrontal cortex goes offline (which leads to brain fog and poor decisions).

It's not a character flaw.
It's neuroscience.

Your brain under chronic stress literally cannot perform the way you need it to.

So the answer isn't more discipline, hustling, or willpower.

But rather...

It's understanding what's actually happening, and working with your brain instead of against it.

Most high performers never learn this.

They just grind harder and wonder why they keep feeling more exhausted.
You can choose differently.

. . .

What's your experience with this?

Drop a comment to let me know where you're at.

Your identity is running on old software.

And this is holding you back. Because it was programmed YEARS ago when you were a little kid, before you could think for yourself.

For many of us, this led to:

- Narrow perspectives
- Limiting beliefs
- Self doubt

None of these serve you.

So how can you "rewrite" these programs? How can you change deeply held ideas and beliefs?

Here's my approach.

You don't need more time. You need to stop wasting it.

Here's the thing:

Most people feel like they don't have enough time in the day to do all the important things they want to.

But honestly?

There's enough time. You're just wasting it doing low-leverage work or distracting yourself.

Cut that out.

Life's short.

Spending even just 30 minutes daily on something that's difficult and exciting can change your life.

I break down exactly how to start in my latest video: https://lnkd.in/eCSgCJns

Decision paralysis destroys dreams.

But why does this happen? 

And what can we do to overcome this pattern of overthinking that keeps us stuck?

I Help Busy Entrepreneurs Reduce Stress & Achieve Peak Mental Clarity │ Sustainable High-Performance Without Burnout.

Tactical stress is like rocket fuel for rapid progress. 

But the problem: 

Life itself is so comfortable that voluntarily exposing yourself to stressful situations seems completely insane. 

Why wake up at 5am to build your business when you can lie under the covers and snooze for a few more hours? 

Why eat more protein to fuel a stronger body when you can pick up cheap fast food at the local gas station? 

It's a paradox. 

We have endless easy options. 

Our day-to-day lives can be so much more comfortable in the moment if we choose to.

But here's the thing:

The quick and easy choice leads to a worse future. 

Making the "hard" choice today ultimately propels you forward, like a rocket ship launching beyond the atmosphere. 

You're the ship. 

Tactical stress is your fuel. 

It's time to fly.

Stop trying to force new habits. 

It feels useful, but they never stick long-term because if you're building on a broken foundation.

Here's what I mean: 

Behavior change rarely sticks. That's because they're just the surface of something much deeper...

Your identity.

If you don't make changes to yourself at the identity level, then you'll eventually fall back into your old ways.

This is why most diets fail.
This is why most resolutions fail.

It's not that the person lacks willpower, discipline, intelligence to keep "pushing through" the struggle.

But in reality: 

It's because they're trying to change behavior without changing themselves. 

So, start making identity-based statements.

Don't say, "I need to stop procrastinating."

Say, "I am somebody who gets things done."

This goes a long way.

Stress is a "bad" thing, right?

Well, not exactly.

Here's what I mean:

When most people think of stress, they think of a racing heartbeat, feeling overwhelmed, and not knowing what to do.

That's bad stress.

But there's another kind.

It's one you can use to your advantage to help you focus intently, create momentum, and achieve more.

It's Tactical Stress.

A few examples:

- Setting tight but manageable deadlines
- Doing things outside your comfort zone
- Leaning into that angst before taking action

This is controlled pressure.
This is growth fuel.

When you can use this in your everyday life on meaningful tasks, you can propel forward much faster and further than imagined.

If you avoid this kind of stress, you stagnate.
You feel stuck in place.

Now, don't overwhelm yourself.

But find your edge and create Tactical Stress in ways that actually serve you.

Your potential is on the other side.

Focus is a skill, not a genetic advantage.

Yet so many people struggle with it.
Here's why this happens:

We're so overly stimulated with messages, emails, and other notifications that our attention is constantly scattered.

Every notification sound you hear creates the same stress response your brain uses for actual emergencies.

As a result...

It's why you feel so compelled to quickly check who it's from or what it's about, despite whatever you were doing before.

This shatters your focus.

Switching from one task to another creates a "cognitive lag" where you have a hard time thinking clearly.

Avoid this.

If you're serious about improving focus.

- Batch your communication
- Time block deep work
- Protect your attention

Doing this immediately puts you ahead of 95% of people in terms of your ability to lock in.

Focus like your life depends on it.

Quickest way to reduce your mental tension: 

Close loops. 
Here's how it works:

The Zeigarnik Effect states that your mind remembers unfinished tasks more vividly than finished ones. 

Here's why it's a problem: 

Unfinished tasks signal a potential threat or loss to your subconscious mind, which doesn't understand logic. 

So your working memory weakens, and more cortisol is released, which creates ongoing low-grade stress. 

Nobody wants to live like this.

Close loops or live in tension.

It's that simple.

Most people think confidence is all about your skills, experience, or the situation you're in.

But in reality?

That's just a small part of it. Here's what confidence really boils down to, and how you can improve your own today.

Your unconscious mind runs your life.

It can process millions, maybe even billions, of information bits every second.

And it largely influences:

- Thoughts
- Emotions
- Reactions

But few people ever take the time to actually investigate aspects of their unconscious mind.

Instead, they allow it to direct their life, and they call it fate.

You have more control than you think.

You can understand what's happening beneath the surface of your conscious awareness and gain clarity on these unconscious behaviors.

Some great ways to start:

- Self hypnosis
- Deep meditation
- Writing without constraints

The question isn't whether or not you can understand these unconscious aspects of yourself.

But will you?

What if I told you there's something you can do for two minutes every day that'll completely rewire your brain?

It's not brushing your teeth. (Though that does help.)

It's visualization.

Yes, it seems weird. I thought it was "woo woo" nonsense too, until I tried it.

The process is simple:

Sit down.
Close your eyes.
Take a few deep breaths.

And once you get into that calm, meditative space, envision yourself doing something you want to achieve.

Don't watch it like a movie.

But actually see things through your own eyes and feel the associated emotions you'd get while doing that.

Here's the science of why this works:

When you visualize something, the same neural pathways activate as when you actually do it.

Your brain can't tell the difference.
The neurons fire the same way.

So when doing visualization, you're priming your mind to accomplish the thing before you even start.

5 minutes, that's all it takes.

Your imagination is powerful. Use it to your advantage.

I Help High Performers Overcome Mental Blocks, Think Clearly & Sustain Peak Performance │ Flow State Training For Your Subconscious

Most people think anxiety is always a bad thing. 

But that's false.

You can use anxiety as a "signal" that helps in many areas of your life.

The challenge:

It requires you to do the inner work beforehand, so you can become aware of how to best use anxiety to your advantage.

Here's how to start.

You avoid hard things.

Not because you're lazy. But because your brain wants to keep you safe and thinks "discomfort = threat."

Just keep in mind:

Every time you push through something difficult, you're teaching your nervous system that discomfort isn't danger. It's growth.

And if you do this enough times?

Your brain starts to crave that resistance because it knows this means you're making progress.

This is because you've flipped the script on your reward system.

Look, we've been conditioned for immediate gratification.

Scroll. Dopamine.
Scroll. Dopamine.

But the people who operate at peak performance have retrained their brains to think the opposite.

They embrace the friction.

And this here is the key to performing at your best.

Most people are employees within their own lives.

They show up, work hard, and hope things magically improve...

But here's what happens:

Nothing changes.
Despite their effort.

It's because they're always REACTING to life rather than consciously CREATING their life.

How does this happen?

We get so caught up in day-to-day responsibilities that we never take time to reflect on our situation.

You need to step back.

Without regular check-ins with yourself, you're like a company with no strategy.

You're simply reacting to chaos.

And slowly but surely...
This creates lots of stress.

Until one day, something happens that makes it all explode (doing something you shouldn't, burnout, etc.).

Either way, it's not good.

When you don't step back to gain clarity, it's easy to lose control and start reacting to everything.

Don't let it get to this point.
Step back from the noise.

Start acting like the CEO of your life. Figure out what's working and what's not.

That's how you lead your life instead of just surviving through it.

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The Battle

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Collin L.

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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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