Hi, I'm Ben Watkins.
I run This Is Copy. I work out why buyers say yes, and I rebuild the campaigns that aren't getting them there, whether that's the emails, the page, the offer or the follow up.
I also write La Vie Ben Rose, a weekly breakdown of B2B campaigns and the buyer decisions behind them. I live in Cary, North Carolina.
Most of the job is reading.
Before I write anything, I read what your buyers already said. Sales call recordings, win and loss notes, reviews, the replies your last campaign got. Buyers explain why they said yes, and very little of it makes it into the emails.
Then I write the campaign from their words and stay to see what happens. If replies come back and meetings don't, we look at the follow up. If the page gets clicks and nobody signs up, we look at the offer. You see the number every week.
A lot of my work is in healthcare tech and B2B software, where the product takes some explaining. The same reading works in fintech, dev tools, security and HR tech, because buyers in every category leave the same clues.
Teacher, then EMT, then this.
I started as a middle school teacher. The kids survived, the lesson plans survived, and I'm calling it a draw. Then I worked as an EMT on the way to nursing school, and wrote copy on the side.
The side work kept pulling me into B2B software, where the products are technical, three people sign off on every deal, and most websites list features and leave the buyer to work out why any of it matters.
Eventually the copywriting became the whole job. I've written for 100+ B2B companies since 2017, and I still do every project myself.
What the work has done.
Karias Health. Brokers emailed, replies back, from a list that had ignored every campaign before it.
The breakdownBristle. More conversions after the landing page rewrite. The design didn't change, only the words.
The breakdown"He is the first and only cold outreach I have ever responded to over the course of my 20-year career… his campaign drove multiple first meetings, a lunch and learn, and pipeline activity."
Britt Prim, Chief Commercial Officer, Karias Health
The rest of it.
- Family. Six kids, counting the one due in November. They're why I can explain anything in one sentence.
- The outdoors. Hiking, trails, anything that gets me off a screen. My best ideas tend to show up a mile from the nearest laptop.
- Coffee. I take it more seriously than is strictly reasonable.
- TV with layers. Severance, Dark, Stranger Things, Welcome to Wrexham. If I'm still holding a theory three seasons later, I'm in.
La Vie Ben Rose.
One B2B campaign each week, taken apart, with the buyer decision behind it and what I'd change.
Want to work together?
Bring one campaign that isn't working, and I'll show you where I'd start.
The Campaign Conversion Sprint is $3,000 and is credited to the build if we keep going.
Discuss your campaign