Hi, I'm Ben Watkins.
I run This Is Copy, a positioning and messaging consultancy for B2B tech companies. I help companies figure out what to say, who to say it to, and how to say it so the market actually responds.
I write the La Vie Ben Rose newsletter on positioning, messaging, and B2B SaaS email strategy. Based in Cary, North Carolina.
What I do
Most B2B tech companies sound the same. They lead with features. They describe what their platform does instead of what it changes. Their homepage could belong to three competitors and nobody would notice.
I fix that. My work sits at the intersection of positioning strategy and execution. I don't just tell you what your positioning should be. I write the emails, the landing pages, the sales narratives, and the outbound sequences that put it to work.
Everything starts with voice-of-customer research. What your buyers actually say when they're not performing for marketing. I mine that language, map it across your sales assets, and build the messaging that carries your positioning into market.
The verticals change. Fintech, dev tools, cybersecurity, healthcare tech, HR tech, vertical SaaS. The process doesn't. Because the source is always the same: the words your buyers already use.
How I got here
I used to be a middle school teacher (and survived). Then I became an EMT, trying to become a nurse, and building a side business along the way.
The side business was copywriting. Emails that people actually opened. Landing pages that converted. Sequences that moved prospects from cold to booked.
The work kept pulling me toward B2B SaaS. These companies had the hardest messaging problems: complex products, multiple buyer personas, long sales cycles, and a tendency to describe the technology instead of the transformation.
Eventually, "the copywriter who keeps fixing our positioning" became the whole business. I stopped being a generalist and went all in on B2B tech positioning and messaging. That's where the pain is sharpest and where better messaging makes the biggest difference to pipeline.
By the numbers
- 75+ B2B tech companies across fintech, dev tools, cybersecurity, healthcare tech, HR tech, and vertical SaaS.
- 7 published case studies including Altitude, Tomorrow Health, Promptly, Karis Health, and Sycle.
- Email campaigns that drove 56% open rates (Karis Health), 17% higher CTR (Sycle), and 8% revenue increase (Sycle).
- 30+ landing pages written for B2B companies. 33% conversion uplift for Bristle. 18% increase in demo requests for SmartCue.
- Creator of La Vie Ben Rose, a newsletter on positioning, messaging, and B2B SaaS email strategy.
- Former middle school teacher and EMT. I can explain complex things simply and stay calm when things get complicated.
Outside of work
- Family. Five kids. They're the reason I work hard and the reason I can explain things in the simplest possible terms.
- The outdoors. Hiking, being outside, getting away from screens. The best positioning ideas come when I'm not sitting at a desk.
- Coffee. I take it seriously.
- TV that rewards attention. Severance, Dark, Stranger Things, Welcome to Wrexham. If it has layers, I'm watching it.
- Writing about writing. The La Vie Ben Rose newsletter is where I break down positioning, copywriting, and the mechanics of messaging that moves people.
La Vie Ben Rose
A newsletter on positioning, messaging, and B2B SaaS email strategy. Frameworks, breakdowns, and the occasional strong opinion.
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Every engagement starts with a conversation. No pitch, no pressure. Just a look at where your messaging breaks and what it's costing you.