Why buyers say yes. And what to change when they don’t.
I'm Ben. I write and fix campaigns for B2B companies, and I share the thinking behind the work.
Six kids in the house. Fun chaos every day.
"The first and only cold outreach I've responded to in my 20 year career."
One message, and why it worked.
He had just accepted my connection request. His company had just been acquired. I sent this:
"Thanks for connecting! Saw your company's now part of a larger group. Pricing and positioning two AI products into one story is (probably) the messiest part of any acquisition. Mind if I buy you a coffee and show you some breakthrough ways to approach it?"
He wrote back the same day: "Let's do it. What's your availability?" I offered two specific times, and we met the next day.
The news was recent and public. The problem it created was specific to him. And the ask said exactly what we'd talk about. Most cold messages miss at least one of the three.
Two ways to work with me.
Hire me to fix a campaign, or learn the same decisions and do it yourself.
B2B teams · ThisIsCopy
Find where your campaign loses buyers.
I read your sales calls and the last 90 days of sends, find where buyers stop answering, and rebuild that part of the campaign, whether it's the emails, the page, the offer or the follow up.
It starts with the Campaign Conversion Sprint. $3,000 for seven days, credited to the build if we keep going.
Do it yourself · The Outbound Masterclass
Learn to book meetings with email and LinkedIn.
Five short video lessons and a workbook where you build one campaign, step by step.
$297 founding price through October 27, then $497. Lessons open October 28.
Also Karias Health, Altitude, Parallel, Laguna Health, Ayin Health, Meru Health, Opsera, SmartCue, and SingleComm.
A bit about me.
I didn't start in marketing. I taught middle school. I worked as an EMT. I applied to nursing school three times.
The whole time, I was writing copy at night. In 2022 I quit my 9 to 5 to do it full time.
Most of my clients turned out to be B2B software companies. Smart teams with good products and a message nobody had pinned down.
After 100+ of them, I keep seeing the same thing. The buyer can't tell why to say yes, so the emails don't get answered. Then someone says the fix is more traffic.
So that's my work now. I fix campaigns for B2B teams through ThisIsCopy, and I teach the same decisions in the Outbound Masterclass.
I live in North Carolina with my family. Six kids, counting the one due in November. I work out of our garage, which is slowly turning into an office.
What the people who hired me say.
"He absolutely overdelivered. His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend."
"Ben has changed the game for our demand gen emails. He quickly learned our industry, our customers and prospects, and our needs. He delivers emails with a strong CTA which has led to higher clicks, opens, and deals."
"Couldn't recommend working with Ben more. He was a patient and clear guide to supporting Altitude at a critical inflection point in our commercial growth. The team loved working with him!"
"Ben has a natural talent for storytelling and an incredible ability to take our ideas, sometimes half formed or overly technical, and turn them into compelling, clear narratives that resonate with both our prospects and clients."
"We were challenged with condensing a very complex pitch into a short, distilled summary pitch deck. Ben was responsive, creative, and collaborative in helping us shape the right message."
"You were so very responsive and willing to dive into a complex environment. Your insight and fresh set of eyes allowed us to move forward further and faster."
"Every piece had a clear strategy behind it. You weren't just creating content, you were creating it with purpose. Your writing always felt fresh and creative, never cookie cutter."
"Ben Watkins is an incredible copywriter who understands the art of persuasion. He helped us with CRO and all things copywriting, offering suggestions and improvements that made a huge difference."
Quick answers.
Who are you?
Ben Watkins. Founder of ThisIsCopy. I've written for 100+ B2B companies, including Karias Health, Altitude, and Tomorrow Health.
What do you do for B2B companies?
I find where a campaign loses buyers and rebuild that part, whether it's the emails, the page, the offer or the follow up. It starts with the Campaign Conversion Sprint and runs through ThisIsCopy.
Can I learn this myself?
Yes. The Outbound Masterclass teaches the same decisions in five short lessons, with a workbook where you build one campaign.
Do you share client results?
Only with their permission. Never their private numbers.
How do I get started?
For a campaign you want fixed, book a call. To do it yourself, start with the masterclass or the newsletter.
Bring one campaign that isn’t working.
I'll show you where I'd start. Or learn the method yourself in the masterclass.