Position your B2B product so you’re chosen first (and every time)
Most B2B healthcare startups know their product is different. They just can’t say it in a way that makes buyers stop, lean in, and choose them. That’s the positioning problem we solve.
This Is Copy builds your strategic positioning and GTM messaging.
*You work directly with Ben (me)* – not an agency
If your team doesn’t understand how your product is different, imagine how your customers feel.
No more generic positioning
“increasing market crowdedness” is cited as a top challenge in B2B startups. Dialing in your positioning helps you stand out.
Turn positioning into “aha” messaging
Turn your differentiation into clear, outcome‑driven stories that make buyers say “this is exactly what we’ve been looking for”
Get clarity to win the room
Clarity is how you get to a yes from decision makers no matter the complexity of healthcare and tech.
“I was lucky, because he absolutely overdelivered on what I was expecting when I reached out for help. He asked us all the questions that led us to solid positioning and messaging.
His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend. ”
Karias Health
“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.”
PromptlyCheckin
“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.”
Tomorrow Health
“I really enjoyed working with Ben to help us write our new website copy as we repositioned our brand and product offering. Ben brings all the good vibes and positive energy to conversations and isn’t afraid to ask questions to really understand what he is writing about!”
Anya Health
“Ben has changed the game for our demand gen emails. He quickly learned our industry, our customers/prospects, and our needs. He delivers emails with a strong CTA which has led to higher clicks, opens, and deals.”
Sycle
Worked with these amazing B2B healthcare and tech brands.
- Repositioned a feature-heavy product around the patient outcome, not the platform
- Built messaging across website copy, sales deck, video scripts, and email sequences
- Gave the sales team one clear story to sell from
- Wrote a cold email sequence targeting audiology practice decision-makers
- Turned a disengaged contact list into booked meetings
- Delivered results in a niche clinical market
- Untangled two-product messaging so each buyer heard exactly the right story
- Built a positioning canvas that trained a new BDR firm from day one
- Launched condition-specific campaigns for health systems for the first time ever
- Built a five-email broker sequence from scratch — launched in December on a cold list
- 56% open rate and 16% click rate with zero campaign history to build from
- Generated multiple first meetings and a lunch and learn before January even started
Services
Message-Market Fit
A 3-6 month engagement that turns your positioning into every message your GTM team needs — from homepage to sales deck to outbound sequences.
Deliverables include a full messaging architecture, homepage and key landing pages, positioning deck, sales enablement assets, and outbound email sequences.
Starting at $20k / Month
Positioning Accelerator
The positioning accelerator is a 3-4 week process that gets your team aligned on direction. Deliverables include buyer persona profiles, a positioning deck (8 slides), one homepage or landing page rewrite, and three outbound emails.
$15k for early stage, up to $2m annual revenue
$25k for growth stage, starting from $2m – $20m annual revenue
$35k for $20m+ annual revenue
Timeline & Deliverables
Week 1-2:
Discovery & Research
We dig into your buyers, competitors, and the gap between what you’re saying and what the market actually needs to hear. We conduct workshops, competitive audits, and review your intake form.
Week 3: Positioning Architecture
Your positioning deck gets built. We lock in your frame of reference, define who you’re really competing against, and craft the value narrative that makes your ICP say “this is exactly what we’ve been looking for.”
Week 4: Copywriting & Delivery
Deliverables include buyer persona profiles, a positioning deck (6 slides), one homepage or landing page rewrite, and three outbound emails.
FAQ
You’re ready when three things are true: you have paying customers (even a handful), you’re actively selling (calls happening), and you’re growing but feeling the friction of misalignment between what sales says, what marketing publishes, and what the product actually does.
You get three things in three weeks. Week 1: a 90-minute positioning workshop where I present 3-4 strategic directions based on your sales calls, product demos, and customer data. Week 2: a positioning deck that becomes your North Star for sales, marketing, and hiring. Week 3: a live messaging asset (homepage copy, email sequence, or pitch deck messaging) that shows your team exactly how to bring the positioning to life.
Yes. I have case studies on thisiscopy.com. I also have documented 50+ projects across positioning and messaging.
Here’s how I approach it: we establish the company-level positioning first, what’s the umbrella story? Then we identify the champion product or use case (the one that opens the most doors) and position that as the wedge. Other products get positioned underneath that umbrella with their own messaging but connected to the same strategic narrative. For example, if you sell to CMOs and your NP performance story opens doors, we lead with that even though the tool works for all clinicians. The broader use case becomes the expansion story, not the lead story.
Pricing scales with company stage: $15K for early-stage (seed to Series A), up to $35-50K for later-stage (Series B-C) companies with more complex product lines and larger teams to align. The reason it scales is that later-stage companies have more stakeholders, more products, and more data to work through
I work with B2B healthcare SaaS companies, AI-powered platforms, clinical workflow tools, value-based care, behavioral health, practice management. The positioning mechanics are the same: complex buyers, long sales cycles, multiple stakeholders, and the constant risk of getting lumped into a category you don’t belong in.
Both, depending on the engagement. The core offer is positioning + messaging strategy with one execution asset (homepage, email sequence, or pitch deck messaging). If you need ongoing execution — email campaigns, demand gen copy, nurture sequences. I do that as a separate engagement, typically on a monthly retainer with weekly strategy calls
The sweet spot is three weeks for the core engagement: Week 1 is discovery + positioning workshop, Week 2 is positioning deck delivery + validation, Week 3 is messaging asset delivery. If the engagement includes more execution (multiple email sequences, sales deck, full website messaging), it extends to six weeks.
This is part of the positioning work. I do a deep customer profile analysis where I look at your current wins: who was the champion, what was the buying trigger, what category did they think they were buying, and what made them say yes? Then I map that against the verticals or segments you’re considering and identify where you have the most signal, the shortest sales cycle, and the highest expansion potential. The goal is to give you a ranked list of ICPs with a clear recommendation, not just a brainstorm of possibilities.
