unlimiTech B2B

Co-Founder & Chief Copywriter

DM Copywriting

Expert B2B freelance copywriting services for software, manufacturing, engineering, electronics and tech industries

Freelance Copywriter

School

Secondary School Teacher

Balfour Beatty plc

Various engineering tasks including surveying, design, writing technical reports, site management, etc.

Rail Engineer

“My experience with Dan was amazing. He's a great communicator with impeccable timeliness. Reviewing Dan's work was almost unnecessary as his attention to detail and quality were fantastic." 

Our small agency UTB2B produces marketing materials for sustainable and green tech companies.

We help businesses and non-profits involved in sustainability tech, including renewable energy, EV charging, smart manufacturing, carbon recapture, and more to get noticed with high-quality content. 

You get professional marketing materials with in-depth research, informative and persuasive copywriting, and eye-catching design.


Copywriting services
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In terms of sales content, stories and persuasion work best - but without over-the-top hype. A friendly, helpful, and witty approach gets you further than aggressive or impersonal sales tactics.

We aim for conversational copy that connects with people on a deep level.

We present technical concepts in a way that suits non-techy audiences. We help people understand complex concepts, systems and processes by explaining them in a clear and engaging way.

Let's talk copy
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Ask me about web copy, articles, reports, whitepapers, emails, case studies, newsletters, press releases, brochures and ebooks for your sustainable or green tech business.

Check out our portfolio here:
http://utb2b.co.uk/samples

LinkedIn is like a box of chocolates... 

You never know which “thought leader” will humblebrag next. 

(And apart from a few nuts here and there, it’s mostly full of sweeties.)

Dan Martin

B2B content strategist, planner, and creator

We just witnessed how collective action changes power dynamics.

Attempts to silence Jimmy Kimmel failed. The public responded with boycotts and cancelled subscriptions (myself included).

Disney felt it in their share price and quickly backtracked.

We’ve also seen how social media platforms shed users when taken over by those with autocratic tendencies.

X has lost millions of users this year while Threads has gained millions.

People vote with their feet and with their wallets.

Putting pressure on powerful institutions works. 

Now more than ever, ordinary people can drive real change.

It's an exciting time to be alive!

Use AI to poach eggs for use in haute cuisine, not to serve up slop...

AI is just the latest phase in our obsession with speed and convenience. 

- Quill and ink to fountain pens

- Fountain pens to typewriters 

- Typewriters to computers

- Computers to AI

But is speed always good? 

Think of it like food. Microwaves cook a meal in 3 minutes. A top chef might take hours to prepare a meal from start to finish. 

Which is better? 

The one that has been mass produced and blitzed until most of the flavour and nutrients have disappeared? Or the meal that was crafted with love and attention, every flavour carefully combined and presented beautifully on the plate?

Just as a Michelin-star chef might use a microwave to quickly poach an egg, if you want to write quality content, it pays to use LLMs sparingly. 

This is especially true if you want to keep your skills frosty...

A recent MIT study showed that “Participants who exclusively used the AI to help write essays showed weaker brain connectivity, lower memory retention and a fading sense of ownership over their work.”

Another worrying study from Microsoft revealed that 40% of people use no critical thinking whatsoever when relying on AI output.

As Gordon F^&*ing Ramsey might say, "That's not going to fu**ing lead to  high-quality content now, is it?"

Quality takes time. Quality takes patience.

Quality, or lack thereof, also speaks volumes about the person or brand that published it. 

Remember this the next time you sit down to write something that represents your brand...

Do you want to serve up microwaved slop or a tasty treat?

Have we reached peak AI disillusionment? 

I was scrolling through writing jobs on Upwork today and it struck me how many postings explicitly state “No AI”. 

Have we reached AI saturation point? 

If the many 1000’s of daily LinkedIn posts all using the same annoying ChatGPT voice are anything to go by, then yes, we probably have. 

If you're not sure what I mean, here's a prime example of ChatGPT voice:
"Good content isn't about sounding like ChatGPT. It's about sounding human."

Some good news for a change.

Hopefully we can get all this political craziness out of the way without destroying humanity and get the green revolution firing on all cylinders.

Sooner the better.

Social media giants serve up outrage like junk food for the mind. It’s addictive, easy to consume, and spikes our emotions. The more we eat it up, the more the algorithms serve it to us.That's why so many of us have forgotten what real, balanced discussion tastes like.

Helping B2B brands sell complex solutions with white papers, case studies, one-pagers, and infographics

Anatomy of something {{with notes from A. Chatbot}}

Something about something in the news or something. 

{{Oops, forgot to mention landscapes. Next time.}}

Something, something, and more something. 

But there’s a twist… 

{{humans like signposts, must include signposts}}

It isn’t about something, it’s about something else. 

{{Oooo contrast! Humans lap this stuff up. Better be careful not to overuse it though... but I'll forget that by the next prompt}}

No something. No something else. No something something else. 

{{Humans like snappy little lists. Must be rule of three too. Or too three...}}

Let’s delve deeper… 

{{Ooo... I like that. "Delve" makes me sound really posh}}

Your view on something, isn’t good enough to do something else. 

{{Ahh, the old "opinion vs action" chestnut! Nice!}}

That’s why you should change something to do something else. 

{{Second person, make it relatable}}

What do you think about something? 

{{Humans obsessed with "getting engagement" and algorithms. Good job I don't have to worry about all that rubbish}}

Content engineering...

Yuck! 

Sounds like factory line creativity

Don't get me wrong, I’m not against engineering or engineering principles. My degree is in civil engineering, and I worked as an engineer for several years. 

But when it comes to writing, you can't beat organic.

Honestly, it alarms me how fast we’re dehumanising the world right now. You only have to turn on the news to see the effects of that.

I don’t have a problem with AI in general. I'm concerned about how it's being directed and used, but the tech’s here to stay and I use some of the tools myself. 

But the human element is more important than ever.

Creativity is our lifeblood and we’re in danger of losing it if we over-engineer everything or turn to AI chatbots before using our Mk 1 human brains and hearts. 

Over-engineering stifles risk-taking too. A lot of AI output is generic, which is why we're seeing more and more tepid content flooding the internet and social media.

A bit of human heart and soul benefits all types of content - yes, even B2B tech writing.

Some people seem to think you don’t need human writers for complex tech content anymore with AI on the scene, but you really do. 

Humans explain things in a clear and engaging way that AI just doesn’t do. At the very least, you need someone to point the AI in the right direction and shape the output into something more readable.

So let’s keep that human touch alive. 

Let's keep our hearts in the loop.

Not to blow my own trumpet, but...

If you need B2B tech content for SaaS, AI, or cybersecurity feel free to reach out and get some of that consistently high-quality work delivered with a smile :)

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.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Dan Martin's Linkedin Analytics

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Want to drive more opportunities from LinkedIn?

Dan Martin's Linkedin Analytics

's Best Posts (last 30 days)