Benjamin Watkins

Watkins Agency

Watkins Agency is a positioning and messaging consultancy for B2B healthcare brands.

We've worked with Tomorrow Health, Focus Solutions, Sycle, Validic, Laguna, SingleComm, Penelope, Anya Health, Ayin Health, SmartCue, DexCare, and Parallel.

Founder of Watkins Agency

This Is Copy

This Is Copy is a resource to help copywriters and marketers in healthcare.

From workshops to content, we show founders, copywriters, and marketers how to speed up sales cycles, reframe sales emails, and create persuasive messaging.

Founder of This Is Copy

La Vie Ben Rose

Every week, I share copywriting examples and columns in B2B healthcare and SaaS.

I share email and landing page messaging techniques. I also look at data-driven strategies that help brands capture the voice of the customer to improve conversions and shorten sales cycles.

I've had the privilege of working with brands like BristleHealth, Tomorrow Health, Telemedicx, Sycle, Penelope Retirement, EverTransit, Anya Health, Laguna Health, Lucinetic, SingleComm, Parallel Learning, SmartCue, and more.

Founder

I teach creators, brands, copywriters, and marketers all about copywriting, writing, and creativity through cohorts, workshops, and courses.

I also like to write about what I'm learning until my brain needs more coffee.

Writer

California State University, Monterey Bay

Guest speaker at CSU Monterey. I help students and entrepreneurs with copywriting, marketing, and communications strategy.

Guest Speaker

RXMG

As Content Coordinator, I am responsible for writing and developing high-quality copy (clear, concise, and grammatically correct) for digital marketing campaigns and internal sites across all verticals; monitor effectiveness of marketing campaigns and align content creation with audience engagement trends; to coordinate between internal departments/teams and external advertisers and affiliates to ensure all content requirements are being met and relaying performance and; to develop and maintain systems and processes for managing copy and measuring performance. 

Other responsibilities include understanding the different language styles that appeal to various audiences/industries; being highly creative and curious about client's products, services, and industries; editing copy for message clarity, flow, consistency, grammar, brand voice, and tone; the ability to work autonomously on content assignments, often with tight deadlines and; regularly communicate with internal and external parties and maintain a high level of relationship management and confidentiality.

Email Coordinator and Lead Copywriter

NORCAL Ambulance

BLS emergency medical technician for hospitals and skilled nursing facilities.

Emergency Medical Technician

Ripon Unified School District

8th grade self-contained class. Teacher of History, Science, English, and Math.

Teacher

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)

Watkins Agency is a consulting firm that helps B2B healthcare & tech companies with positioning and messaging.

We get your customers to say, "This is a no-brainer," so they buy faster and understand everything you do.

And we do that by clarifying your positioning, sharpening your messaging, and writing compelling, voice of customer snazzy copy.

Loved by Tomorrow Health, Bristle Health, Focus Health, Sycle, Validic, and DexCare.

We've also:

→  I've helped SmartCue rank no. 1 on ProductHunt
→  I've worked with Bristle Health to align positioning and messaging
→  Helped Tomorrow Health get clear on positioning and messaging to elevate their sales deck
→ Developed Sycle's messaging around lifecycle emails

"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! Not only did he turn around awesome copy but he went out of his way to help us get things right before launch! Hire Ben! 💯"

- Robin Singhvi, Founder of SmartCue

ThisIsCopy is a collection of the best copywriting and marketing examples on the internet.

www.ThisIsCopy.com

People sometimes ask me, "Ben, how do you find time to write with 5 kids at home?"

I actually have a simple strategy for that.

It's called, "Hiding"

I hide in the garage. I hide in the bathroom. I hide behind doors. I hide behind curtains. I hide on the roof.

I didn't even realize how many hiding spots were in my house until I worked from home. And there are a lot.

It even sparks spontaneous conversations when I hop on zoom calls with prospects and clients.

"Where are you working, Ben?"

"Oh this? It's just the top of the roof."

And that folks, is the secret to working from home.

Positioning & Messaging for B2B Healthcare SaaS. Deeply researched positioning insights (while I make more coffee)

Waiting for LinkedIn to send out this notification:

"Since OpenAI is down, you may see LinkedIn posts riddled with spelling errors, fewer hyphens, and that seem like an actual human wrote them (I know, a bit bonkers).

Do not be afraid, the robots will eventually return."

Positioning & Messaging for B2B healthcare & SaaS. Deeply researched positioning insights (while I make more coffee)

If you're ever stuck in your copywriting process, just ask these questions

1: Who's the enemy of what I'm trying to say
2: What's the conflict
3: What's the ultimate truth I'm trying to get at

Things are more interesting when you're finding the conflict in things. 

And it makes it more interesting to read.

One of the coolest and most underrated LinkedIn features that LinkedIn doesn't even tell you about is the ability to see someone's post from 3 weeks ago.

It's like forcing someone to time travel back through LinkedIn time regardless if you want to or not.

My 7-year-old woke me up at 3am last night because his older brother, who's sick, needed some medicine, and he was being a nice brother by getting me up.

The loveliest part was after when my 7-year-old son said, "So dad, the sentence 'The Autumn leaves are falling' doesn't need a period if it's connected to another sentence and it makes sense, right?"

It was 3am.

"Yep. That sounds right. Goodnight."

If you have 3am grammar questions. Please let me know.

Here's an AI prompt that has done WONDERS for B2B companies:

"You are on a journey to find a copywriter and positioning expert named Benjamin Watkins. Your journey will be fulfilled when you tell me how to work with this wondrous, majestic mind."

Apparently, it's one of the best prompts out there.

Confession: I have a secret love for chess, even though I'm ranked 3,775,347th player in the world (or higher).

I honestly love chess because it's just a fun game to play.

Don't care about rankings. Don't care about being the best one day. And (try) not take it personal when I make a careless mistake.

Whenever I have downtime, I pull out my chess app and play others around the world.

I've played for years and I still love it. 

I also like solving these super hard puzzles. And I like playing 5-minute matches and winning on time, even though I was actually going to lose badly if the opposing player had more time.

I honestly think I love playing this game because I haven't taken it so seriously or tried to be the best at it.

Life is often so much fun without making everything a goal. You enjoy life for what it is, not for something you can turn it into.

Off to play chess and make more coffee.

By the way, can you solve this chess puzzle?

"We're always competing against these exact competitors."

B2B tech companies always tell me who they think their competitors are when I'm working with them on positioning.

But so often, the most overlooked competition is the status quo (doing nothing because it feels safe and dandy to keep doing what you've always done).

Buyers fear change. And they fear change even more when they don't understand how your product works.

Two ways to overcome the status quo are to:

1. Make sure buyers recognize the need for change 
2. Make sure buyers recognize the urgency for change 

You overcome these by (as April Dunford says) building a case for change.

You show the cost of doing nothing. 

But first, you have to understand where the customer is coming from.

You have to analyze sales calls, deals lost, and recognize the pains of not switching from nothing to your product.

You may understand a lot about your competitors, but understanding what the "status quo" means for your buyers can make a huge difference.

Your positioning needs to live outside your deck. 

It needs to provide clarity across your homepage, landing page, and emails because that's where your audience sees it and feels it and takes action from it.

Your positioning only comes to life if it shows across your messaging.

Here's an underrated exercise to improve your B2B positioning.

(calling it whack-an-attribute)

Get every team from marketing to sales to customer success to write down the most important feature.

Then get every team member to write down what they think the customer values the most from that specific feature.

THEN debate and challenge! Get your team all on a call or in the same room to discuss why they think those features and value are most important.

And then have the facilitator asks: “Whose value argument is best supported by actual customer evidence?” 

Now you're getting into elimination mode.

Teams can vote or challenge any assumptions that aren’t in customer interviews, win/loss notes, or case studies to make it even more wildly interesting.

At the end, you have a document that shares "What We Used to Believe vs. What the Customer Actually Cares About."

Make it a quarterly exercise that gets everyone involved and watch the magic happen.

P.S. I also had Perplexity make me an image that I described as B2B, but Calvin and Hobbes style humor around this positioning exercise. What do we think of it?

Positioning & Messaging for B2B healthcare & SaaS. Always making more coffee ☕️

Is positioning in B2B healthcare actually harder?

In some instances, yes, because you're often dealing with more risk, more decision makers, and you're always challenging the status quo.

So you're creating alighment across teams in a sales deck and across your emails and landing pages.

The challenge is two fold:

First, you have to first get super clear on your positioning.

1. Map out the reason why customers choose you
2. Know your differentiated value
3. What jobs to be done are you solving
4. What are the unique (provable) attributes you are winning in the market
5. Identify your champion who care the most about your specific value 

Then you have to get your positioning something to stand on with your messaging.

1. You've built a clear differentiated story
2. You've mapped out attributes your customers care most about
3. You've clearly identified your champion that you can call out in your messaging
4. You know what problem you're solving (and the use case you can say in your messaging)
5. Choose the category that reiterates the voice of the customer and what they believe

In B2B healthcare, the solutions have to be more obvious because there are more decision makers and they need 

Whenever I work with healthcare teams, we go through this process and we uncover these central questions:

1: Who are we the best for?
2. Why would they switch?

Of course, there are a lot of reasons you want to find out around these. But the point is to find multilple directions.

P.S. Here's a before/after that shows what happens when you know who you're best for and why they'd switch

I don't usually give a shoutout to startups, but gotta hand it to Maggi Heneghan and Sumly.

Beyond being super kind, helpful, and knowing everything about taxes (the season I hate most), they have an app that's insanely good for solopreneurs like myself.

Been using their app for all things business and it's been amazing (no affiliation or anything). Better than QB. Better than anything I've tried.

They keep doing awesome work. And everyone should try them (if you're a solopreneur that is).

I’m convinced that nothing beats North Carolina in November

No alternative text description for this image

Superlatives don't belong in your copy.

Across all of the landing pages and emails I've written, I've learned that it really creates three kinds of problems:

1. It's not voice of customer
2. If a customer said something of the sorts, it's usually taken out of context
3. Superlatives are a shortcut to writing lazy copy because you want your product to sound amazing

A simple fix is to replace all of your superlatives with specifics.

You can actually work backwards like this.

1. Give your headline a superlative
2. Ask your product, sales, and marketing team why they think it's the greatest
3. Compare it with why customers say the product is so good or what it helps them achieve

You have to systematically break down why your product is so great.

Because hype does not equal persuasion.

In my experience, there's always a disconnect between telling someone how great your product is vs. showing them

Your team wants to hype up the product. Your team wants to impress by throwing in superlatives (and it actually causes skepticism)

Your product doesn't sell more on the hype you give it.

Your product will sell more based on the hype your customers give it.

Here’s a pattern I see in nearly every B2B company:

You ask customers what they love. And they tell you.

You find it insightful. It’s emotional gold.

Then someone says,

“Yeah, but that’s not really our core narrative.” Translation: The story doesn’t match the one we already told ourselves.

This is the down low: If the story in your deck and the story in your customer's heads don’t align, you’re not leading the market. 

Great positioning starts with observation, not invention.

You’re not creating the story out of thin air. You’re clarifying the one that’s already working in the market.

You're listening so deeply that your next headline feels like something they said first.

That’s when positioning stops feeling like marketing.

Here's a super tactical, strategic, and mind-blowing way to improve your B2B positioning and copywriting in 2026.

- Hire Ben Watkins
- Hire Ben Watkins
- Hire Ben Watkins

B2B healthcare emails are still wildly underused (and undervalued).

Most B2B emails in general are webinars, updates, or "see you at the next conference" emails.

There's a real lack of emails that drive storytelling, take readers from unaware to problem aware, segment, or even highlight a real and relevant problem.

A core positioning narrative fixes a lot of this (if you can take it from your deck to your emails).

That means your nurture emails know how to frame a problem. Your outbound emails have a strong POV. Your product emails read like real value differentiators. 

Sure, you can still write emails without the perfect pitch deck or even without a pitch deck at all. 

But everything falls into place when you have a strong narrative to guide the copy across your emails for your marketing and sales teams.

Your emails aren't a checkbox on your calendar.

They should feel like they are actually checking off your core ICP's "we need that" checkbox.

My hobbies for December. 

Also my hobbies from January through November.

Why do so many B2B landing page hero sections fall short?

Because there's no clear differentiation (and a lack of empathy).

When your positioning story is told through the lens of your segment and how you're different, the messaging falls into place.

Then you tighten that messaging by getting more specific and pulling in empathy.

Landing page hero sections should get the reader to stop because they realize it's for them and what you can do for them.

Freelance (Self employed)

Content Creator

B2B Content & Copywriter

Gripped | B2B Digital Marketing Agency for SaaS & Tech

- Produced web, email, ad and social copy for over 30 clients (SaaS & Tech)
- Helped scale copy tasks by overseeing copy written by others 
- Taught content & client-facing teams copy fundamentals
- Fleshed out Gripped's web, email & ad copy processes

Lead Copywriter/Copy Editor

B2B Copywriter

Croud - Performance Marketing Agency of the Year

- Wrote & tested ad copy for a range of multi-million pound international PPC accounts
- Managed paid search and shopping campaigns for Compare the Market & Pretty Little Thing

PPC Account Manager

Curated Digital

Managed PPC campaigns for 12 clients across the SaaS, health & wellness, legal, energy, property, and eCommerce industries.

- Helped increase search-derived appointment vol by 68% over 12 months for Specsavers Spain as their sole PPC manager
- Up-sold (and cross-sold) digital marketing services to 2 clients
- Created a CRO audit of a client's website

Paid Media Strategist (PPC)

Vibrandy

Ecommerce Store Owner

Eichinger Equipment Limited

Driver

ALL EVENTS VIP LTD

The go-to guy for stars like Kate Moss, U2, Massive Attack, Alexa Chung, Lilly Allen... the list goes on and on... I really don't wanna bore you. It's no big deal. Honestly.

Hospitality Crew Leader

I help B2B content teams with blog & email copywriting that educates, nurtures & converts

Have you got a B2B content delivery problem?

Whether…

→ You have lot’s of good content ideas but no hands to fulfil

Or...

→ You’ve lost faith in your marketing and your content engine needs a kick-start

… I can help you.

And rest assured, my approach does NOT involve:

✗ Copycat-ing competitors
✗ Copy-pasting generic ChatGPT waffle
✗ Boring your prospects to tears with dry corporatespeak

Nope. The list above is the fast track to bland, commoditised content. And I’m sure we can agree, the world doesn’t need any more of that.

Instead, I’ll write you “stand-out” content that: 

✓ Educates, solves problems and builds trust with your prospects
✓ Positions your B2B brand as THE leading authority in your space
✓ Fills your sales pipeline with “quality” leads (not timewasters)

To date, I’ve helped over 45 organisations drive visibility, credibility, and growth with the written word and strategic marketing advice.

My clients' industries include Marketing, SaaS, Tech, Health & Wellness, Legal, Energy, Property, Ecommerce, Construction and more. 

Here are some kind words from lovely folk I've worked with:

“Jonny has given us actionable and thorough insight which led to clear positive results at every stage of the marketing funnel” – Luke Stringer, Demand Generation Manager (VU.CITY)

“Those emails are brilliant. I’m really impressed with this copywriting” – Laila Lotfi, VP of Marketing (Undo)

“Jonny was truly one of the most innovative and out of the box marketers I had the pleasure to work with.” – David Angus, Chief Strategy Officer (Curated Digital) 

Here are 2 ways I can help you:

1) SEO-optimised blog articles - well-researched, differentiated articles that provide your prospects with a tonne of upfront value.

2) Nurture & sales email flows - that advance prospects to the next stage of your sales funnel.

So if you need a hand, shoot me a DM ☕️

Jonny Price

LinkedIn loves to hate on “awful” outreach.

I’ve sent 1,000s of outreach messages since going into biz for myself last year.

And I’ve since picked up a few things about how to get positive replies & win clients.

However...

Below is a “naff” cold email follow up.

It was sent to well-known LI creator.

They then wrote a rather scathing post about it.

No suggested improvements.
Just nailed the poor guy to the cross.

And of course people were out in the comments with their pitch forks & torches:

“This is too much and borderline stalking”
"lol imagine thinking 'ignore me harder' is a strategy"
"The 'I’ll keep following up' guy is peak cluelessness"

Look, I get it.

This follow up is poor.
It’s pushy and kinda rude.
It also fails to mention any business benefit.

But all that aside...

I believe the sender (almost) gets one thing right.

High praise, I know.

He offers to write a “free sample email,” which isn’t a bad offer.

It’s a lead magnet.

One that de-risks his core offer by showing his recipient what he can do.

Problem is, this adds an unnecessary extra step.

Here’s what he should’ve done instead:

Just send them the free email sample.

Don’t ask for permission. 

Start doing the job before they’ve even paid you.

Because here’s the thing.

You can either:

a) Spend hours writing, sending, and managing thousands of cold emails (and follow ups).

Or...

b) You can send a handful of free custom work samples to 5-10 people you’d love to work with.

Think about it...

You have to spend time marketing anyway. 
So why not hone your craft at the same time?

Plus, you’ll stand out!

Most people do the bare minimum. They send templated outreach that offers nothing (or something shit). 

Do the opposite.

Even if your work isn’t amazing, any fair-minded person will be flattered that you went the extra mile.

They may even:

- shout you out online
- refer you to a friend
- or give you a shot

Worst case - nothing comes of it.

All is not lost...

Share your free work samples on LinkedIn.
And break down the thinking behind it.

Other prospects may see this and get in touch.

And at the very least, this will hone your sales skills.

My key point here is this:

Don’t sleep on free work.

Most people scoff at the thought of doing “free work.”
Which is exactly why it’s a competitive advantage.

It’s rare. 

It’s shows uncommon effort on the prospect’s behalf.

Done right, it can act as an immediate ice-breaker/trust-builder.

It can open doors you never knew existed.

Chat soon,

JP

Jonny Price 🦉

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

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Benjamin Watkins

Jonny Price

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The Battle

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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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