Benjamin Watkins's Linkedin Analytics

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.

As a copywriter, I get tired of seeing boring and dull headlines floating around the internet. So, I rewrite them. More curiosity, emotion, and storytelling. The stuff that sucks your eyeballs in so you can't stop reading. Success.

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.

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

One of the most common questions I get from potential clients is, "What's your copywriting process? I used to say research, writing, and editing. I hate how simple it sounded. So I studied other briefs and processes. I wanted to show how in-depth my process was beyond a simple three-step process. I created a mapping checklist for email. And it also involved asking the right questions: - What copy formula aligns with the buyers' awareness? - Where can I find the voice of the customer? - Why won't prospects take action? - How can I reframe stories to shift perspectives? - What's the next "yes" I'm selling? - What's generic that I can cut from the messaging? - What's the cost of inaction? - What's the enemy of my messaging? - Is this message worth forwarding to someone I know? - What would be the most highlighted sentence in this message? These are questions I'm constantly asking as I write B2B emails. Hope you found it insightful.

A friendly reminder that you're only one Ben Watkins away from having the best messaging in 2025. And there's only one Ben Watkins who's a copywriter. Math don't lie.

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.

Something that has helped me so much as a writer is to learn to love your imperfections as a writer: → Write an imperfect headline → Write an imperfect sentence → Write an imperfect paragraph → Write an imperfect blog article → Write an imperfect LinkedIn post You learn from your imperfections. You grow from them. You start because of them. Imperfections are the key to writing.

Ten years ago, I really wanted to be a nurse. But didn't get into nursing school after years of being on a waitlist. So I became an emergency medical technician for a few years and side hustled as a writer and copywriter. And then, an opportunity came to jump in full-time as a copywriter at an agency. Did that and continued to side hustle until I built a copywriting business. Life didn't work out as a nurse. I went on to work for amazing agencies, e-commerce, and SaaS brands as a copywriter. Now, I'm working with some of the best healthcare brands in my copywriting business. Ten years ago, it felt that one door closing was every door closing. My point is that you never know what doors lead to amazing opportunities, even if that one door you wanted open is now closed. Keep working. Say yes. Try new things. Good things happen.

New copywriters: "If I add 'Expert' to my LinkedIn title as a copywriter, can I charge more?" Me: "No"

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

Copywriting isn't about your technology. It's about the problem you’re solving for people. Humanize your message.

How do you make your emails less boring? You call out the elephant in the room. That means writing what everyone is thinking, even if you poke fun at yourself. But first, you have to find the truth behind your product. You have to find the gap between your audience and your product.

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 🙌

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.

Just realized there are millions of folks who don't care about AI, posting on LinkedIn, or marketing metaphors. It's like there's a whole other society of folks. Weird, huh?

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.

Prospect: "I talked to another copywriter who was cheaper than you" Me: "Definitely go with them" Reverse psychology works every time.