Benjamin Watkins's Linkedin Analytics

→ The best writers are storytellers → The best writers are extroverts → The best writers are introverts →The best writers are emotional →The best writers are creative →The best writers are logical →The best writers are stoic It's all malarky. The truth is the best writers write. They figure it out as they write. You don't need to be a certain kind of person to write. You just need to write.

As an email copywriter connoisseur, research is 80% of my process. This is what people typically think research looks like: - Look at ten customer reviews - Maybe watch a demo video - Glance at past emails and brand guide This is what my copywriting research process looks like: - Analyze thousands of reviews from competitors and the brand I'm working with - Review mine in Reddit and other forums that may provide insight into customer data - Check for existing surveys that the brand may have used - Check for heatmap on existing landing page or website - Watch and rewatch as many demo recordings as possible - Interview the founder, sales team, and marketing team - Audit past email content to see what's performed the best - Cross-analyze best-performing blog content, landing page, and social content - Evaluate the stage of awareness of the audience from best-performing content - Analyze email data based on seasonality and segmentation - Analyze what has the highest CTR for different emails - Identify what copywriting framework to use and why - Analyze brand voice, value props, features, and listed outcomes - Analyze the ICP of the brand and common objections - Analyze the voice of the customer based on data This is just the research part. The actual writing part is a whole nother level. But I take pride in my research process. Because it's exhaustive. And I'm determined to find information and know WHY I'm writing it. It's why health tech and SaaS brands love working with me. They aren't just getting good copywriting that sounds good. They are getting deep-researched, data-driven copywriting that is built to convert.

How can you paint a picture in your reader’s brain? You say things like “imagine” and you get super specific on the benefit by asking so what. We can also make the headline more emotional like a friend talking to a friend. Make your headlines worth reading.

Whenever I tell someone that I work in healthcare, they almost always respond: "Oh, are you a doctor?" My response: "Kinda. I doctor up words." Usually gets really awkward after that.

This was a fun rewrite. You don't have to write a boring message to your audience, no matter the industry you're in. Put some personality behind your writing.

There's a huge difference between good sales follow ups and great sales follows up Insights make all the difference. Good follow-ups are concise and to the point. They do all the standard procedures of how a good follow-up email should be sent. They're polite. They're timely. Great follow-up emails are about giving insight. You're not there to check in. You're there to be a leader. Don't just push the agenda. Instead, you should reframe objections. Share success stories from pivotal insights. Your follow-up emails are more important than you think.

4 of my favorite tips for better copywriting: 1) Triple the examples. 2) Trim the words. 3) One big idea. 4) Hiring Ben.

I've worked solo for nearly three years as a healthcare copywriter, and it ain't been easy peasy. A few things I've learned: 1. Opportunities are always out there. It's never about being the best (although it's something I strive for). It's about being persistent. Getting back up when you have a long day, a rough week, or a slow month. Opportunities come to those who keep knocking. 2. Understand your industry. For the longest time, I was a startup copywriter. Doing everything for everybody. But now I work for healthcare and health tech. I took the time to understand EHR and telehealth. I committed to an industry doing emails and landing pages, and it's paid off. 3. Create clear guidelines. Systems and processes don't mean anything if you don't stand by it. They are more than a Google doc. They are something you say, live by, and a way of holding your business accountable. It's designed to help you grow. And that's been hard for me.

One of the best (and easiest) copywriting tips is to make your copy scannable. - Break up large paragraphs - Make it scannable - Give it a format This is especially true in email marketing. Make your emails easy to read. Your readers will thank you.

- I wasn't born a great writer - I don't have a degree in writing - I don't care that other writers are better than me All I care about is taking action. Writing something. Improving my craft. Anyone can be a great writer. You just have to be willing to put yourself out there. Tell story after story. Practice over and over again. Write it into existence. Write with gusto.

Stop overpromising. Keep it simple. Be honest. That's always good copywriting.

The 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.

One of the best ways I secure work as a copywriter is by sending an invoice before I even meet the prospect on a discovery call. Go bold or go home.

The moment I stopped referring to myself as a "copywriter" and started calling myself "The World's Wisest Wordsmith" was the moment I stopped getting leads

After 8 years of tirelessly working as a copywriter, I've decided to tirelessly keep working as a copywriter. Join me in this celebration.

B2B copywriting is evolving. What worked 10 years ago doesn't work today. And what worked 3 years ago doesn't work today. Why? Because good copywriting requires fighting laziness. Sure, you can find frameworks. AI can do a draft for you. And there are so many other tools that can help with research. But good copywriting requires constant digging, testing, and learning. We all want home run messages. The truth is, crafting a really good message takes time, research, and insight. It sometimes requires user testing, interviewing, data mining, and so much more. Good copywriting isn't just in the final product. It's the process you took to get there.

Here's an email I had fun rewriting. It's relatable. And more memorable.

I haven't had coffee in 33 minutes. Here's everything I learned: - Nothing - Nothing - Nothing The lesson? Don't ever give up coffee.

I started writing more on LinkedIn when I stopped caring so much about what people would think about it. Write it. Send it out into the world. Do again. Nobody cares as much as you think they do.

A few weeks ago, I reached 18k followers. I could tell you that I accomplished it in a few weeks, and I'm on my way to 100k in another few weeks. Not true. I savored the 10 years it took to reach 18k followers. Here's how I did it: Step 1 - Ignore LinkedIn for 8 years and 4 months. Step 2 - Spend 23 minutes a week connecting with every leader in the LinkedIn world. Step 3 - Skip this step. Step 4 - Post something funny. Get zero engagement. Spouse reads it and says it wasn't funny. Die inside. Step 5 - Get serious about LinkedIn and post job updates. Step 6 - Feel like a true LinkedIn influencer by scheduling posts two days in advance. Start posting content about how I schedule my content. Step 7 - Schedule 27 posts that start with either "Unpopular opinion" or "How I made $34 in 34 days." Step 8 - Repurpose tweets into a 55-page LinkedIn carousel. Step 9 - Update profile tagline 37 times. Update banner 43 times. Wait. Typo in banner. Get a DM from a random stranger letting you know about a typo. Step 10. Change profile picture. Announce to LinkedIn world you've changed your profile picture. Follow me and you'll be on your way to 18k followers in just 10 years 🙌