van Wingen Coaching

Coach

Hitachi Energy

Sales Excellence Manager

Global Pricing Manager

Jr. Global Product Manager

With a background in high-performance environments, my mission is to help individuals unlock their potential and thrive. My approach combines empathy with a deep understanding of the challenges in striving for excellence.

Having experienced burnout myself, I offer a unique perspective in coaching. I emphasise the importance of achieving success in a sustainable way that also priorities well-being. My background with global teams and an international career brings a broad perspective to our coaching sessions.

In my professional journey, I've learned how to effectively communicate value, allowing us to use what is already there, your unique skills.

Are you ready to take control and create an extraordinary life?

Join me on a transformative journey towards living a life driven by your values. 
A life where you become the best version of yourself.

Peter van Wingen

☀️ Yara A.

Cedar Rose

•	Writing the new cedar-rose website: www.cedar-rose.com 
•	Developing clear compelling copy for articles, brochures, video scripts, podcast scripts, internal newsletters. Samples available at www.yarawriting.com
•   Ghostwriting CEO's newsletter
•	Collaborating with the product managers, sales director, and the designer to understand project requirements and convey aligned messaging.
•	Editing and proofreading content for clarity, accuracy, and brand consistency

Bilingual Copywriter

Brand30

Member

eMcREY

• Developing, maintaining, and publishing Manuals for 20+ Apex & Cortex card & token management digital payment solutions. 
• Writing 50+ Arabic manuals as part of the ITAP project. 
• Translating & editing documents & presentations from English to Arabic & vice versa. 
• Maintaining & uploading all documents to Confluence.
• Coordinating with engineers for quality documentation.

B2B Content Writer 

Self-Employed

• Written web copy for solopreneurs: 
Sample ( after Publishing) : https://www.paseo.consulting/

• Written educational guide at the link: https://t.ly/WkGWv

• Contributed to different magazines like: Cloud961 magazine, the first digital magazine in Lebanon, 
as well as other magazines like Raseef22.net, and Responsible Business magazine.

• Served as VP for Community at JCI Beirut, whereby I played a major role in devising the After 
School What’s up? Fair, a project whose main aim revolved around helping 2000 students figure
out their future career. It involved the following stakeholders: 22 university representatives, 8 
NGOs, 5 UN agencies, 5 private companies, 5 entrepreneurs and 1 bank. 

• Devised and led the one day "Marketing Hackathon”. It involved selecting 30 students from diverse 
universities to work on solving four entrepreneurs’ marketing challenges. Its main aim consisted of 
bridging the gap between theoretical and real-life knowledge in marketing. It was so successful, 
that it was repeated twice, once in 2016 at Berytech, and another time at AUST University in 2017. 

• Served as Secretary General at JCI Beirut, whereby I brought in 2 new partners and mediated with 
the UN information center for 5 projects.

Freelance Writer

American University of Beirut

•	Researched, analyzed, and documented how well 10 banks were doing on social media and whether their marketing strategy was effective.

•	Analyzed Bank’s social media efforts using Twitonomy, Followerwonk, and other free social media analytics tools

•	Wrote the test key and corrected students’ social media analytics assignments for Marketing 227: “Social Media in Digital Business”.

Graduate Assistant/ Research Assistant

Medicals International

•	Increased Sales by 70% as a medical sales representative 

•	Introduced 12 ophthalmic doctors to INTACs and ICL surgical products through cold sales calls, one on one training sessions, and seminars. 

•	Monitored and trained Doctors through surgeries to ensure success.

Medical Sales Representative

Beirut Evangelical School for Girls & Boys, Rabieh

•	Taught English to seventh, eighth, and ninth graders

•	Utilized Prentice Hall Series in Grammar and Literature.

Middle School English Substitute Teacher

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

🌟Whether you wish to admit it or not, too much technical jargon ends up killing your marketing efforts.

Rather than showcase your “know-how”, it hides the real meaning behind your brand, and makes it harder to make your offer stand out. 

Strong brands don't need to ramble on. 

They speak using clear concise words. 
This makes it easy for people to understand what they do, what they care about, and how they can help. 

That's where I come in:

🖋️ I help you write clear, concise writing that connects with your audience, educates them, and compels them to take action. 
By weaving all your system's intricacies – tips, notes, warnings, exceptions, and platform variations – into clear and helpful content, I prevent it from becoming an overwhelming mess. 

🎓 My 6+ years of experience  crafting user guides at eMcREY, coupled with my previous roles as an educator, medical sales representative, and graduate research assistant, equip me with the skills needed to bridge complex information gaps.

Both teaching and medical sales require a high degree of adaptability and learning agility. As a teacher, I had to adjust my teaching methods to my individual student needs, and as a medical representative, and full-time "How-to" writer, I had to learn quickly, decipher complexity, and pay attention to detail. 

This translates to an ability to adapt my writing style and approach to your specific requirements. 

What I offer: 
 
🌐 Web copy 
📝 Short & Long-form blog posts
📚 How-to Guides
📂 Case studies
✍️ Translating, editing & proofreading

What clients say: 

🔥Yara took my unorganized thoughts and expertise and crafted impactful services with unwavering attention to detail.

🔥She simplified complex ideas into engaging content, exceeding expectations with her attention to detail and unwavering dedication.

If you want to stop losing clients due to complex jargon, DM  me your questions, or book an appointment. 

We'll discuss how I can help your brand connect with your audience and achieve your goals.

𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘃𝘀. 𝗖𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗶𝗻𝗴: 𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲? 

Many teams treat messaging and copywriting like they’re interchangeable they’re not.

Diane Wiredu, messaging expert and founder of Lion Words, explains the distinction clearly: 𝘮𝘦𝘴𝘴𝘢𝘨𝘪𝘯𝘨 𝘪𝘴 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘴𝘢𝘺 𝘢𝘣𝘰𝘶𝘵 𝘺𝘰𝘶𝘳 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘢𝘯𝘥 𝘴𝘦𝘳𝘷𝘪𝘤𝘦𝘴, 𝘢𝘯𝘥 𝘤𝘰𝘱𝘺𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘪𝘴 𝘩𝘰𝘸 𝘺𝘰𝘶 𝘴𝘢𝘺 𝘵𝘩𝘢𝘵. 

Here’s the breakdown:

🧱 Messaging
– Defines what you stand for
– Clarifies who you're speaking to
– Shapes the overall narrative and positioning

✍️ Copywriting
– Brings the messaging to life
– Adapts it for emails, websites, and ads
– Uses tone, structure, and storytelling to drive action

If your marketing isn’t converting, it may not be the copy.
It might be that the message behind it isn’t clear enough.

Before adjusting your words, revisit the strategy behind them.

#Messaging #Copywriting #ExitFive #DianeWiredu #B2BMarketing #ContentStrategy #MarketingTips

Yara Abboud

B2B SaaS Content Specialist | HRTech & FinTech | Turning Complex Messaging into Buyer Ready Content | DM for a Free Copy Audit

Most brands don’t need bigger ideas. They need one idea people remember.

In categories where nearly everyone sounds alike, the easiest way to stand out is to repeat one message until your market connects it to you automatically.

A clear example is Slack.

Their message has been the same for years:
👉 “Where work happens.”

That line shows up everywhere:

 • Homepage

 • Product explanations

 • Ads

 • Customer stories

It creates a simple association. 
If you want a place where teams get work done, you think Slack.
They avoid long lists of features and stay focused on a single theme people can recall without effort.

For marketers and founders, this is a practical reminder.
You do not need to cover everything your product offers. 
You need one message that captures what you want to be known for, then reinforce it until it sticks.

 The Key Takeaway:
 Clarity and consistency beat volume every time.

What message do you want people to associate with your brand the moment they hear your name?

#B2BMarketing #SaaSMarketing #BrandStrategy
#Positioning #Messaging #GoToMarket #MarketingLeadership
#FounderLife #GrowthMarketing #MarketingTips #ContentStrategy
#DemandGen #ProductMarketing #MarketingMindset #BrandBuilding

B2B SaaS Content/Copywriter | I help HR Tech & FinTech companies turn complex messaging into buyer - ready content | Case Studies, Guides & Blog Posts

One message remembered is worth more than ten ignored messages.

Good writing does not start with words.
It starts with decisions.

Before any content is created, you must know:
• The single idea you want to land
• The outcome you want the buyer to see
• The problem you solve
• The stage of the journey
• The pain the reader already feels

This is why writing without clarity creates chaos.
You do the work twice.
Teams disagree.
Content gets rewritten.

Content strategy is not about producing more.
It is about producing with intention.

You know that feeling when you’ve written the same article twice because the direction kept changing?

Welcome to the content loop.

1️⃣ They make you repeat it because they weren’t clear about direction.
2️⃣ Everyone has something to say.

 The designer wants it shorter.
 The product manager wants their “product” words.
 The sales manager says, “Make it simpler.”
 Someone else says: “Make it longer and more technical.”
 Yes — you’re fed up.

 So you create a content brief to get things right from the start…
 but no one follows it.

That’s when you realise —
the only way out is to ask the right questions. 👇

1. Purpose: Why are we writing this, and what do we want the reader to gain?
 2. Topic & Angle: What are we talking about, and from which perspective?
 3. Audience: Who are we speaking to, and what do they need or struggle with?
 4. Benefits: How will this piece actually help them?
 5. Action: What do we want them to do or think differently?
 6. Vision: In an ideal world, how will this be better or solved?
 7. Delivery: What’s the best format — blog, video, or infographic — and where will it live?
 8. Extras: Tone, style, and any specifics that matter.

That’s it.

 A clear set of questions beats a messy brief every time.

Finding yourself involves losing old places, old jobs, even opportunities that do not align with who you re becoming. 

In the process, you shock yourself as well as those around you. Outwardly you sometimes still think you re the same person, though inwardly you know something has shifted. 

It’s this shift that shocks you and you find yourself saying no to anything that does not align with your internal compass. 

It may not make sense to anyone, but somehow it makes sense to you. 

You refuse what looks good on paper and prioritize what feels right in your gut.

Your post just hit 10,000 impressions and 200 likes.

Your sales calendar? Still empty.
This is the engagement trap.

I interviewed 12 SaaS founders and marketing leaders to understand why content attracts reactions but not revenue.

Here's what they told me:

→ Viral posts bring visibility, but rarely bring buyers 
→ Motivational content collects applause, not interest 
→ "Fans engage publicly. Customers lurk silently"

The gap between viral content and booked meetings isn't about posting less.
It's about understanding what qualified buyers actually need to hear before they'll book a call.

I wrote about their insights on the mistakes that kill conversion and the messaging approaches that actually work.

#SaaSMarketing #B2BContent #ContentStrategy #LeadGeneration #SalesEnablement

What separates content that earns reactions from content that drives pipeline? Your LinkedIn post just hit 10,000 impressions and 200 likes, but your 

Open article: The Engagement Trap: SaaS Content That Gets Likes but No Sales Calls by Yara Abboud • 6 min read

The Engagement Trap: SaaS Content That Gets Likes but No Sales Calls

We often think, “More content = more leads.”
Actually, for B2B SaaS it’s often the opposite: 𝘓𝘦𝘴𝘴 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘩𝘦𝘭𝘱𝘴 𝘣𝘶𝘺𝘦𝘳𝘴 𝘥𝘦𝘤𝘪𝘥𝘦 𝘧𝘢𝘴𝘵𝘦𝘳.

Here’s the research:
• 76% of B2B marketers say content marketing helped generate demand/leads in the past year. (theinsightcollective.com) 

• Yet, decision-makers still consume on average just 3–5 pieces of content before engaging. ( The CMO) 

So the volume is high, but the quantity that matters is small, targeted, clear.

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻𝘀:

When you publish dozens of long articles, webinars, and asset downloads without a clear message, your buyer gets stuck. They read, skim, get uncertain, and drop-off. 

When you instead publish fewer pieces, each with a clear value proposition, a simple message, and a direct path to next step, the buyer says: “Ah, I get it.” 

𝗥𝗲𝘀𝘂𝗹𝘁:
By using less content and making each piece sharper you speed up the funnel, reduce wasted effort, and increase conversions.

Is your white paper doing more harm than good?

Gordon Graham analysed what he calls the worst white paper ever and found eight major practices that collapse credibility:

 • Boring or misleading title : promises one thing, delivers another
 • Wrong length : too short (or too long) to make an argument
 • Poor design or typography : dense layout, hard to read
 • Missing or poor illustrations : visuals absent when expected
 • Too much hype and too little proof : big claims, zero data
 • Sales pitch in disguise : reads like a brochure, not an insight
 • Weak flow of ideas : lacks logical thread or narrative
 • Unprofessional writing : jargon, fluff and unclear tone

Avoiding these mistakes puts your white paper in the top half of performance. 

A truly effective paper focuses on the buyer problem, follows structure, is readable and backed by proof.

Which of these eight practices will you fix first in your next white paper?

Is your white paper doing more harm than good?

𝗘𝘃𝗲𝗻 𝘄𝗵𝗲𝗻 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝘁𝗿𝘆 𝘁𝗼 𝘀𝘁𝗮𝗻𝗱 𝗼𝘂𝘁, 𝘁𝗵𝗲𝘆 𝗼𝗳𝘁𝗲𝗻 𝗴𝗲𝘁 𝗶𝘁 𝘄𝗿𝗼𝗻𝗴.

Wynter's data found that when messaging broke down, marketing leaders pointed to the same themes again and again.

𝟭. 𝗕𝘂𝘇𝘇𝘄𝗼𝗿𝗱𝘀 𝘁𝗵𝗮𝘁 𝗺𝗲𝗮𝗻 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 (𝟭𝟴 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
Internal or trending phrases slip into public messaging.
If customers need to translate a term, the message fails.

𝟮. 𝗢𝘂𝘁 𝗼𝗳 𝘀𝘆𝗻𝗰 𝘄𝗶𝘁𝗵 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 (𝟭𝟰 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
Teams focus on features instead of the problem.
Buyers need clarity on the pain before they care about how the product works.

𝟯. 𝗚𝗿𝗼𝘄𝘁𝗵 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗮 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘂𝗽𝗱𝗮𝘁𝗲 (𝟭𝟰 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
The product evolves, but the story does not.
Important capabilities stay hidden, pages fall out of sync, and buyers lose the thread.

So what do the few strong brands do?

 • 𝘛𝘩𝘦𝘺 𝘥𝘦𝘧𝘪𝘯𝘦 𝘸𝘩𝘢𝘵 𝘰𝘯𝘭𝘺 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘤𝘭𝘢𝘪𝘮.
 • 𝘛𝘩𝘦𝘺 𝘱𝘪𝘤𝘬 𝘢 𝘤𝘭𝘦𝘢𝘳 𝘱𝘰𝘪𝘯𝘵 𝘰𝘧 𝘷𝘪𝘦𝘸 𝘢𝘯𝘥 𝘤𝘰𝘮𝘮𝘪𝘵 𝘵𝘰 𝘪𝘵.
 • 𝘛𝘩𝘦𝘺 𝘴𝘱𝘦𝘢𝘬 𝘵𝘩𝘦 𝘸𝘢𝘺 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘴𝘱𝘦𝘢𝘬.
 • 𝘛𝘩𝘦𝘺 𝘬𝘦𝘦𝘱 𝘵𝘩𝘦𝘪𝘳 𝘮𝘦𝘴𝘴𝘢𝘨𝘦 𝘴𝘵𝘦𝘢𝘥𝘺 𝘢𝘤𝘳𝘰𝘴𝘴 𝘦𝘷𝘦𝘳𝘺 𝘤𝘩𝘢𝘯𝘯𝘦𝘭.
 • 𝘛𝘩𝘦𝘺 𝘵𝘳𝘢𝘤𝘬 𝘳𝘦𝘤𝘢𝘭𝘭, 𝘤𝘭𝘢𝘳𝘪𝘵𝘺, 𝘴𝘩𝘰𝘳𝘵𝘭𝘪𝘴𝘵 𝘱𝘳𝘦𝘴𝘦𝘯𝘤𝘦, 𝘢𝘯𝘥 𝘱𝘳𝘦𝘧𝘦𝘳𝘦𝘯𝘤𝘦 𝘵𝘰 𝘬𝘯𝘰𝘸 𝘸𝘩𝘦𝘯 𝘵𝘩𝘦 𝘮𝘦𝘴𝘴𝘢𝘨𝘦 𝘪𝘴 𝘭𝘢𝘯𝘥𝘪𝘯𝘨.

For the reasons companies play it safe, check the comments.

Meanwhile, which of these three mistakes shows up most in your category?

#B2BMarketing #BrandBuilding #ContentStrategy #SaaSMarketing #Messaging #GoToMarket #MarketingLeadership

Even a brilliant strategy will fail if your teams are not perfectly aligned behind it.

Strong alignment between sales and marketing is more than a nice-to-have, it drives revenue. Organizations with tight alignment achieve up to 208% higher marketing-sourced revenue compared with those misaligned. (𝘚𝘰𝘶𝘳𝘤𝘦: /𝘪𝘮𝘱𝘳𝘰𝘷𝘢𝘥𝘰.𝘪𝘰) 

Yet many companies stumble because their messages diverge: the website promises X, sales outreach says Y, and case studies whisper Z. 

𝘍𝘰𝘳 𝘦𝘹𝘢𝘮𝘱𝘭𝘦 𝘰𝘯𝘦 𝘉2𝘉 𝘚𝘢𝘢𝘚 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘧𝘰𝘶𝘯𝘥 𝘧𝘰𝘶𝘳 𝘷𝘦𝘳𝘴𝘪𝘰𝘯𝘴 𝘰𝘧 𝘵𝘩𝘦𝘪𝘳 𝘤𝘰𝘳𝘦 𝘷𝘢𝘭𝘶𝘦 𝘱𝘳𝘰𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯 𝘤𝘪𝘳𝘤𝘶𝘭𝘢𝘵𝘪𝘯𝘨 𝘢𝘤𝘳𝘰𝘴𝘴 𝘳𝘦𝘨𝘪𝘰𝘯𝘴 𝘢𝘯𝘥 𝘵𝘦𝘢𝘮𝘴. 𝘛𝘩𝘦𝘺 𝘶𝘯𝘪𝘧𝘪𝘦𝘥 𝘵𝘩𝘦 𝘮𝘦𝘴𝘴𝘢𝘨𝘦 𝘢𝘯𝘥 𝘦𝘯𝘴𝘶𝘳𝘦𝘥 𝘰𝘯𝘦 𝘤𝘰𝘯𝘴𝘪𝘴𝘵𝘦𝘯𝘵 𝘷𝘢𝘭𝘶𝘦 𝘱𝘳𝘰𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯, 𝘪𝘯𝘤𝘰𝘳𝘱𝘰𝘳𝘢𝘵𝘪𝘯𝘨 𝘵𝘩𝘦𝘪𝘳 𝘶𝘯𝘪𝘲𝘶𝘦 𝘣𝘦𝘯𝘦𝘧𝘪𝘵𝘴 𝘢𝘯𝘥 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵𝘪𝘢𝘵𝘰𝘳𝘴. 

-> The immediate effect: clear-er content, quicker decision cycles, more trust.

Your value proposition should answer this: 
“𝘞𝘩𝘢𝘵 𝘶𝘯𝘪𝘲𝘶𝘦 𝘣𝘦𝘯𝘦𝘧𝘪𝘵 𝘥𝘰 𝘸𝘦 𝘥𝘦𝘭𝘪𝘷𝘦𝘳 𝘵𝘰 𝘸𝘩𝘰𝘮, 𝘢𝘯𝘥 𝘸𝘩𝘺 𝘴𝘩𝘰𝘶𝘭𝘥 𝘵𝘩𝘦𝘺 𝘱𝘪𝘤𝘬 𝘶𝘴?” 

Universal shared language across teams makes that possible.
Alignment is not simply about workflow. 
It is the bedrock for a clear and consistent message to your market.

𝗣𝗹𝗮𝘆𝗶𝗻𝗴 𝗶𝘁 𝘀𝗮𝗳𝗲 𝗶𝘀 𝗼𝗳𝘁𝗲𝗻 𝘁𝗵𝗲 𝗾𝘂𝗶𝗰𝗸𝗲𝘀𝘁 𝗽𝗮𝘁𝗵 𝘁𝗼 𝗯𝗲𝗶𝗻𝗴 𝗶𝗴𝗻𝗼𝗿𝗲𝗱.

In markets filled with look-alike products, “different” isn’t a gamble.
It’s the only route to being remembered.

Yet most companies stay generic.
According to Wynter.com, here’s why:

𝟭. 𝗛𝗲𝗿𝗱 𝗺𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆 (𝟯𝟲 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
“Buyers want familiar choices, so let’s not rock the boat.”
This assumption pushes teams toward safe, forgettable messaging.

𝟮. 𝗪𝗲𝗮𝗸 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻 (𝟮𝟲 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
When products feel similar, teams rely on polished lines that sound good but say little.
This is exactly when voice becomes the separator.

𝟯. 𝗖𝗼𝗽𝘆𝗰𝗮𝘁 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿 (𝟮𝟬 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
Everyone monitors competitors, so the category repeats the same language again and again.

𝟰. 𝗨𝗻𝗱𝗲𝗿𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝗶𝗻 𝗯𝗿𝗮𝗻𝗱 (𝟭𝟴 𝗽𝗲𝗿𝗰𝗲𝗻𝘁)
Brand is treated like design updates instead of a shared direction.
Without a strong center, every team writes its own version of the story.

Which of these four patterns do you see most often?

#B2BMarketing #BrandStrategy #SaaSMarketing #Messaging #Positioning #MarketingLeadership #FounderLife #BrandBuilding

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