I make B2B tech companies impossible to confuse with their competitors.
Founder of This Is Copy, a one-person positioning and messaging consultancy. I mine sales calls for the words buyers actually use, then rebuild the homepage, deck, and emails around the one thing only you can own. Then I publish the breakdowns, every week, on YouTube, Substack, and LinkedIn.
75+ B2B tech companies · 150 documented teardowns · Deepest in healthcare tech
15 minutes. No pitch and no deck, just a conversation about where your messaging breaks.
"The first and only cold outreach I've responded to in my 20 year career."
Britt Prim · CCO, Karias Health
"A patient and clear guide at a critical inflection point in our commercial growth."
Prabhjot Singh, MD PhD · CEO, Altitude
"Ben has changed the game for our demand gen emails. Higher clicks, opens, and deals."
Sycle · Audiology Practice Management
Karias Health
Kaiser Permanente
Meru Health
Ayin Health
SmartCue
Opsera
SingleComm
EverTransit
Penelope
How can I help you?
Watch free, read free, talk for an hour, or hand me the whole messaging problem.
Watch the breakdowns
Walk-and-talk breakdowns of persuasion, sales, and positioning. How the best B2B companies win the words, and how to steal the moves.
Subscribe on YouTube →Read the teardowns
One B2B tech company's messaging torn down every week. What's working, what's leaking revenue, and the exact line to rewrite.
Join the newsletter →Book a 1:1 session
Bring a homepage, a deck, a pricing page, or a launch sequence. Leave with the decisions made. Money-back guarantee.
See the session →Hire me for the whole thing
Positioning diagnosis, messaging architecture, and the homepage, deck, and sequences built from your buyers' own words. Backed by a 60-day rebuild guarantee.
See how it works →Watch the latest breakdowns.
The science of selling through words: persuasion studies, sales psychology, and positioning moves, broken down one company at a time.
Why buyers pick the company that sounds different
The behavioral science behind differentiation, with the studies to back it.
B2B homepages, rewritten line by line
Real pages, real rewrites, and the reasoning behind every changed line.
What 100 years of ads teach B2B tech
Historical marketing case studies translated into moves you can run today.
What founders and marketing leaders say.
"He absolutely overdelivered. His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend."
"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."
"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!"
"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."
"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."
"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."
"Working with Ben elevated our brand's messaging, thanks to his narrative crafting and understanding of our goals. The collaboration was seamless and impactful."
"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."
Ten years writing for B2B tech.
I started in B2B SaaS marketing in 2014. Somewhere along the way, the copywriting projects kept turning into positioning projects, because the writing was rarely the broken part. The research underneath it was the part nobody did. So that became the job: mine the sales calls, find the thing only that company can own, then build the assets straight from it.
Today that work runs through This Is Copy, my one-person positioning and messaging consultancy. 75+ companies. 150 documented before-and-after teardowns. Healthcare tech is my deepest proof vertical, and the method carries into fintech, dev tools, cybersecurity, HR tech, and vertical SaaS. Everything I learn doing the client work becomes the breakdowns I publish on YouTube, Substack, and LinkedIn.
When I'm not writing, I'm reading. Or running. Or out in the North Carolina woods with my kids.
Book a call with meQuick answers.
Who is Ben Watkins?
A positioning and messaging consultant for B2B tech companies and the founder of This Is Copy. 75+ companies served, including Tomorrow Health, Sycle, Bristle Health, Altitude, and Karias Health, with 150 documented before-and-after teardowns. Healthcare tech is my deepest vertical.
What do you actually do for companies?
I mine your sales call transcripts and customer reviews for the language buyers actually use, diagnose where the positioning breaks, then write the homepage, sales deck, and email sequences from that research. Engagements run through This Is Copy, start at $10,000, and carry a 60-day rebuild guarantee.
How do I work with you?
Three ways. Book a 15-minute call to talk through where your messaging breaks. Start with a 90-minute 1:1 session for $1,250. Or hire This Is Copy for the full engagement.
Where do you publish your teardowns?
Video breakdowns on YouTube, written teardowns every Tuesday on Substack, and daily posts on LinkedIn.
What results have you delivered?
Documented results include a 56% open rate and 16% click rate on a cold campaign for Karias Health, a 33% conversion lift from a landing page rewrite for Bristle Health, 17% higher email click-through for Sycle, and a pitch deck that supported Tomorrow Health's closed funding round. The full write-ups live in the case studies.
Sound like every other company in your category?
Fifteen minutes. No pitch and no deck. Just a conversation about where your positioning breaks and what it's costing you.
Engagements through This Is Copy carry a 60-day guarantee: if the new assets don't outperform your current versions, they get rebuilt free.