Benjamin Watkins's Linkedin Analytics

Been a minute since I posted a carousel of cool copywriting examples. Changing that today.

My writing goal: Spend zero time saying, "I wish I had written this..." Spend all my time saying, "I'm glad I wrote this."

Great ads begin with the truth. The truth can be surprising, unexpected, and even pattern-breaking. The hard part is finding that truth. You need truth that has drama and conflict. You need it to have an enemy. That's why this ad is so great. It tells the simplest of truths. And it does it through contrast and humor. This quote from Luke Sullivan sums it up: “Conflict creates interest. And interest is your only shot."

I get to work with the best clients. It's why I'm in the top 34% of copywriters in the world.

Rewrote this email for my newsletter. One of my favorite techniques is to spin up a whole bunch of puns, cliches, and twists. And then tie it back to the benefit. Take the email from informative to transformative. The twist -- (A year older. A year wiser) and there's another one. I'll be breaking these down more from emails to social ads to landing pages. Mostly in B2B healthcare and SaaS.

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.

I write emails for sales teams. Anything from outbound to follow-up emails to reengaged emails, I help sales teams craft super stellar emails through a simple process. Step 1. Follow the data trail. It's not always about following a framework, but rather following where your leads came from, actions they took before sales took over, and seeing what they care about. Step 2. Empathy over everything. Every email should feel like you're talking to someone, not at someone. You don't want someone feeling your quota breath. Leaning into frameworks like problem, agitation, and solution, or phrases like "I can't even imagine..." are helpful for showing that empathy. Step 3. Take away objections. Your emails should increase desire and squash objections. There are common objections (time, price, etc), and then there are hyper-specific objections around decision-making and that specific persona. Know them. Don't avoid them. I do this for healthcare and tech sales teams. And it works beyond well. Don't treat your emails as part of a long sales cycle. Treat them as a meaningful part of the conversation. You want your emails to do the heavy lifting for you.

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.

90% of people will never read your work 7% of people will ignore your work 3% of people will love your work You don't need to be everything to everybody. You only need to be something to somebody. P.S. Dr. Seuss has nothing on me.

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

The greatest risk to your copywriting is your ego → I built this for me → I want to say this about it → I can't wait to make tons of money from it Make it about customers → I built this for people → Customers say this about it → Customers save tons of money from it

Follow-up emails don't have to be the most boring emails in the world. - Create an engaging hook (give it a twist) - Give a timeframe of how long it takes - Minimize friction by saying no meeting required Make it easy for folks to respond.

Showing my work has to be one of the best ways I've improved my copywriting. Because teaching forces mastery. - Write about it - Explain it to a friend - Teach it in an online course - Make a digital product out of it This is one of the best ways I've learned to become a better copywriter. Think about teaching it to a 5-year-old. Make it simple. Make it easy to understand. It will force you to improve.

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.

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.

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?

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.

Find a copywriter who believes in your brand. Some copywriters will say, "I wrote it. I'm done. Peace out." Other copywriters will keep digging. Keep figuring it out because they want to see your brand succeed. Find copywriters who: - Know how to research and will keep digging - Believe in your brand because they see the power of it - Keeps testing to find out what works Building a SaaS, e-commerce, or any kind of brand is already challenging. Finding people who don't believe in your product only makes it more difficult. Before hiring a copywriter, ask them: - Why do you like our product? - What motivates you? - How do you create copy that emotionally appeals to the audience? Don't just hire any copywriter. Hire a copywriter who believes in your brand. Because they will love doing the research and go above and beyond to see your brand succeed.

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

How to find a copywriter in three simple steps: 1. Hire a copywriter 2. Replace copywriter with AI 3. Replace AI with Ben Watkins You can also just skip to step 3.