La Vie Ben Rose: Copywriting Examples

I. The Nurture Assembly Line

How are you building your customer so they trust you, know you, and want to take action from your healthcare company?

You do that by creating an assembly line. A messaging matrix that you build around your ICP.

II. Safe Words

I learned this from my mentor, Joanna Wiebe. But this is the idea of the many moons principle.

Especially with AI making things sound like, well, AI, you need to lean into the human word principle that gives your copy more imagination.

III. Positioning Is a Mirror

You can’t assume your product gives the right context to buyers. You need to frame it around them.

Frame it around their context.

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Thanks for reading!

Ben Watkins

Jobs to Be Done, 36 Beats, Ways to Position

Benjamin Watkins — Sat, 25 Apr 2026 13:37:51 GMT

Happy Saturday!

Park day with the kids. And lots of espresso. Sounds like a good day.

Onward and forward!

I. Jobs to Be Done Framework

Here’s an overview of jobs to be done. The idea is that customers don’t just buy a product. They “hire” it to do a specific job in their life.

The best example of this: You don’t “buy” a quarter-inch drill bit; you “hire” it to make a quarter-inch hole.

So the “Hire” part of the chart shows the moment a customer decides your solution is the only (and best) choice to fix their struggle.

II. 36 Beats

Trust is an ascent. It takes emails. It takes landing pages.

It takes messaging that builds trust. In healthcare, you build a 36 beat matrix that creates ascention to trust.

III. Ways to Position

Here’s a question:

Are you trying to get your customer in the door with the Trojan Horse, or are you selling them the Glue?

These are positioning points you have to think about as a healthcare company that has more than one product.

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Thanks for reading!

Ben Watkins

Translation Machine, What They See, and Raw Honesty

Benjamin Watkins — Sat, 18 Apr 2026 14:10:39 GMT

Happy Saturday!

Busy busy busy week. Shipped and launched 150 copywriting examples. Also working on another project.

I redesigned my website. Signed a new client. And am looking forward to this beautiful weekend.

Onward and forward!

I. Translation Machine

Some companies start with messaging. Some will do the positioning work but never put it through the translation machine.

You need positioning to lead into your voice of the customer work to give you amazing sales assets that your buyers actually care about.

II. What Your Reader Sees

It’s easy for anyone to write a message.

But to write a message that feels seen and heard. That resonates on an emotional level and persuades your buyer that this is for them? That takes levels of research from understanding personas, what to look for, and understanding those aha moments.

III. Raw Honesty

How honest is your message?

Doesn’t matter the industry. There’s no excuse for taking away the honesty so you can check off what leadership wants.

You need to give your product raw honesty. It’s felt by customers. Because they actually say it.

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Thanks for reading!

Ben Watkins

Innovaccer Emails, Free Trial Ending, & Landing Page Headlines

Benjamin Watkins — Sat, 11 Apr 2026 13:15:38 GMT

Happy Saturday

I’m opening up 1:1s and team trainings (workshops or in-person) next month around messaging and positioning. If you want to learn more, shoot me an email.

You can see how you can work with me here or schedule a call here.

I. Innovaccer Emails

I love Innovaccer, but I don’t love this email from them (so I rewrote it).

I decided to create a gap between confidence and capability. I went from broad messaging to creating Innovaccer as the next logical step.

II. Free Trial Ending

99% of free trial emails sound the same. Like the one above, I received from Krisp.AI (I actually love their software for meetings).

I decided to rewrite it so it tells a story that tugs at the pain points. I mean, I work from home, and I feel that pain. Tell a story that emotionally pulls at your audience’s reality.

III. Landing Page Headlines

Are you aiming for generic headlines or emotionally outcome-driven headlines?

Find the conflict: Not just any care plan, something that employees care about and actually want (not something that just fills a void).

From there, you can create a solution that resolves that conflict.

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Thanks for reading!

Ben Watkins

Positioning Loops, Levels, Suite vs. platform, & believe

Benjamin Watkins — Sat, 04 Apr 2026 12:12:41 GMT

2 Spots Left for 2-hour 1:1s in March

Sr. Vice President, Growth with Promptly,

“Promptly has been working with Ben, including a super-successful AI Faxing and Referral Portal campaign that’s driving strong results.”

Happy Saturday!

Went to Atlanta this week to meet one of my clients. Went on a hike. And I gotta say, Atlanta is really rad. Awesome place to visit (and hike).

Also, did a product launch for them (emails and landing pages) and achieved some amazing results. Winning!

Onward and forward!

I. The positioning loop

Don’t start with your capabilities.

Start with the value you deliver and the segment. It should all work together to create this powerful loop.

II. Suite vs. platform

It’s not about selling everything.

It’s about knowing what you’re replacing. You don’t want to overwhelm the buyers. You want to make it easy (and obvious) why your product is the best.

III. Know, do, believe

What do your customers need to know, do, believe, and feel before they want to buy your product?

That’s what your message needs to do.

Homepage vs. Landing Page, Levels, & Platforms

Benjamin Watkins — Sat, 28 Mar 2026 12:16:40 GMT

2 Spots Left for 2-hour 1:1s in March

Prabhjot Singh, CEO, Altitude

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!

Happy Saturday!

Breakfast at the grandparents’ house. Maybe a bike ride later. Spring is in the air. And pollen is everywhere.

Onward and forward!

I. Homepage vs. Landing Page

Homepages are not landing pages. And vice versa.

They each have a different purpose with positioning and messaging.

II. Levels of Copy

Don’t get stuck on a certain level of copywriting.

Move to the next level. Because they each compound.

III. Platforms Nonsense

How do you position your product as a platform?

Find the wedge. It’s one of the best ways to enter the market. Then expand into adjacent markets.

Be known for one thing, at least from the start.

Modify the Cat, What's the Wedge, & Creating a Single Offer

Benjamin Watkins — Sat, 21 Feb 2026 16:05:41 GMT

Happy Saturday!

About to try a new coffee shop and conquer the day aka go on a bike ride with the kiddos.

Onward and forward!

I. Category + Modify

A modifier tells the buyer whom you serve, what you solve, and how you’re different. All in one beautiful lovely sentence.

The category gets you considered. The modifier gets you chosen.

II. What’s the Wedge

The most successful B2B healthcare companies earned their positioning.

They didn’t jump to the top of their category because they built a ton of products or claimed it.

They started with a wedge in the market. Because that’s the clearest and easiest sell to customers.

III. Single Offer Clarity

For the last year, I’ve zeroed in on an offer that’s specific to a healthcare audience with a specific timeframe and a specific set of deliverables. I even showcase my pricing on my site! (Bold, I know).

I’m showing who I’m for. And I’m also declaring who I’m not for.

Informed Messaging, Positioning Frameworks, and Hero Clarity

Benjamin Watkins — Sat, 14 Feb 2026 12:15:19 GMT

Happy Saturday!

Took a break from baking this weekend because I went ahead and bought an amazing delicious cake that I will share with my lovely valentine, my wonderful amazing wife.

Onward and forward!

Also love this meme:

I. Informed Messaging

Informed messaging doesn’t exist without informed positioning.

An example is a healthcare benefits startup that says the same thing as everyone else instead of asking the right questions.

Getting your buyers to understand specific value requires you to first understand what you specifically deliver.

II. Different Positioning Directions

I was researching Veeva and Flatiron. Two different healthcare companies with different outcomes.

You’ll see the difference isn’t about going broad or narrow around positioning but about choosing a path that gives the best entry point to success.

III. Hero Clarity

Clarity matters across homepages and landing pages, no matter how technical your product.

One of the best ways to do that is define your category and who you’re for. Because clarity also shows who you’re not for.

The Wedge, Homepage Messaging, LinkedIn Banners

Benjamin Watkins — Sat, 07 Feb 2026 13:07:31 GMT

Happy Saturday!

Going to be making some raspberry frangipane this weekend. Gonna be divine. Especially with some espresso.

Onward and forward!

I. The Wedge

The wedge is your healthcare startup’s opportunity in the market.

You’re not trying to conquer every category. You’re not trying to compete with other broad markets.

Find your wedge, your opportunity, where your startup’s product will be most useful and valuable.

II. Homepage Messaging

Weak messaging only weakens your positioning.

It’s like a muddy road to a really nice house. Nobody wants to walk through your muddy message to see your house.

Don’t overlook your homepage, landing page, and email messaging.

III. LinkedIn Banners (Differentiation)

I was tweaking my LinkedIn banner this week to give it more clarity around 1) who I help, 2) what I do.

Clear positioning is compelling messaging.

Leading With Differentiation, Positioning as Reframes, & the Biggest Unicorns

Benjamin Watkins — Sat, 31 Jan 2026 19:16:58 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples and positioning frameworks from the most recognized brands.

Happy Saturday!

Snow is supposed to arrive later today in the Carolinas. Time to build a snowman.

In other news, I made this today. (Sunken Apple Cake (Versunkener Apfelkuchen)

Onward and forward!

I. Leading With Differentiation

II. Positioning as Reframed

I love charts. And this particular chart shows what great positioning should always do:

They make Facebook's category obvious by plotting 2,400 tech IPOs. AND they establish the competitive alternatives.

You can also see how the category emerges from the pattern itself. You don't need to argue Facebook deserves $104 billion (the visual comparison makes it pretty self-evident).

This is positioning as reframing: change what you're compared against, and your value becomes obvious. The charts choose Facebook's frame of reference, and when you see it, the conclusion feels absolutely, I mean absolutely, inevitable.

III. Unicorns In a Category

You may notice how each company isn't just 'a unicorn' per se.

This particular chart defined WHICH unicorn category they compete in. ByteDance isn't competing with Stripe. They're in completely different markets with different value propositions.

Know your market category and where you can win.

Is Your Positioning Clear Externally, Stop Saying Reimagined, & Market Context Framework

Benjamin Watkins — Sat, 24 Jan 2026 15:18:18 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples and positioning frameworks from the most recognized brands.

Happy Saturday!

We’re bunkering down during this wonderful ice storm. But doesn’t mean the newsletter stops. The show must go on.

Also going to be making some Sponge Cream Cake Roll Recipe (Erdbeerrolle) today. Wish me luck!

Onward and forward!

I. Is your positioning clear externally?

Maybe you’ve built the positioning deck. Everyone is aligned on what you do, how you do it, and who you’re for.

The hard part is getting that message across externally. It’s tightening it up so your buyers know exactly what you do, especially if it’s a homepage where you have a range of buyers come to your site.

Even more important in a landing page dedicated to specific buyers.

II. Stop Saying Reimagined

Instead of saying words that make zero sense. You should follow a framework that gives what you do zero-fluff clarity:

For example: What is it + Who it's for + Outcome

III. Market Context Framework

Positioning decks have to be clear on the problem they are solving. When I work with B2B startups, I’m helping them get super clear on setting the stage, the market context.

Here’s how I approach that (first, the positioning deck I walk them through). I’ll dive into it more next week.

If you enjoyed this newsletter, share it with your friends, parents, neighbors, or strangers.

Thanks for reading!

Ben Watkins

Oooh What Does That Mean, Positioning Frames, & Clarity of What and How

Benjamin Watkins — Sat, 17 Jan 2026 13:31:22 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

Happy Saturday!

Snow is expected this weekend in the Raleigh area! And that’s a big deal here. Let’s hope it happens!

Espresso and copywriting time.

Onward and forward!

I. Oooh What Does That Mean

Nobody really knows what reimagine means. Like literally nobody.

Say what you are, what makes you different, and what outcome you’re leading to.

II. Positioning Frame

Positioning decks have a problem. And that problem is never articulating the problem.

In this positioning deck from 2020, Cedar does a good job of framing the problem, giving it market context, and visualizing it to the reader.

III. Clarity of What and How

The first headline from Junction is about handling the complexity of healthcare but there are still parts that make it unclear, especially when you look at how they position themselves.

The bottom headline is more about introducing clarity, the what and the how.

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Thanks for reading!

Ben Watkins

Extending the Metaphor, Idiom Inversion, & Pattern Interrupt

Benjamin Watkins — Sat, 10 Jan 2026 18:48:38 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

Happy Saturday!

Espresso, making cheesecake, and homemade pizza were all part of the adventures this week.

Now time to unravel copywriting examples.

Onward and forward!

I. Extending the Metaphor

Start with something familiar, then add to it.

II. Idiom Inversion

Take a popular phrase and flip it.

I also like how it’s a paradox. Because it show confidence and reframes value from volume (seeing lots of patients) to outcomes (keeping people healthy)

III. Pattern Interrupt

Create a setup: “Most people see next year’s economic forecast” (the chart)

Show the shift: “If you see an irregular cardiac rhythm, step forward”

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Thanks for reading!

Ben Watkins

Alliteration, Twist of a Phrase, & Overcoming Objections

Benjamin Watkins — Sat, 03 Jan 2026 17:29:00 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

Happy Saturday!

And happy New Year to all those who celebrate. Lots ahead in 2026. Time to conquer!

Onward and forward!

I. Alliteration

Alliteration is the repetition of the same initial consonant sound in nearby words, making it more memorable.

II. Twist of a Phrase

If you want folks to remember your headline, and even get them to say “hmm, where have I heard that before?”

This twists a phrase to create memorability.

III. Overcoming Objections

Vague headlines are lazy headlines.

Tell your audience what problem you solve and what objection you overcome.

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Thanks for reading!

Ben Watkins

Headline Techniques, Landing Page Mastery, & Hero Sections

Benjamin Watkins — Sat, 27 Dec 2025 13:58:19 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

Happy Saturday!

Time to sip some espresso and read copywriting examples.

Onward and forward!

I. Headline Techniques

Writing headlines with a purpose takes away all the guesswork.

You need headline techniques to give your home pages and landing pages direction. Having frameworks and techniques like the ones below is one of the ways to do that.

II. Landing Page Mastery

James Clear hasn’t changed his landing page headline in years (most likely because it works)

Here’s how I broke it down.

III. Hero Sections

ClickUp has a great hero section.

Increase desire. Minimize friction. That’s what it comes down to.

If you enjoyed this newsletter, share it with your friends, parents, neighbors, or strangers.

Thanks for reading!

Ben Watkins

Repetition Techniques, Humor in Health, & Rewritten Emails

Benjamin Watkins — Sat, 20 Dec 2025 13:43:22 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

Happy Saturday!

Christmas is around the corner! Will be taking a break from writing articles next week, except for the wonderful copywriting and positioning examples.

Merry Christmas!

Onward and forward!

I. Repetition Techniques

You want your ideal customer to remember something about your business?

Alliteration is one of the best ways to do it. And it does it by calling out the problem and ending each sentence with “It’s time for Basecamp.”

II. Humor In Healthcare

Humor is one of my favorite levers to pull to get people to stop and read.

Adding the subtle humor jab is a good way to stand out from the crowd.

III. Rewritten Emails

I rewrote this email below because I wanted to show that B2B emails don’t have to be boring.

Even a reminder that your trial is ending doesn’t have to be boring. Twist a line. And always, always build that relationship.

Find ways to stand out.

When you're ready, here are a few ways I can help you 👇

If you enjoyed this newsletter, share it with your friends, parents, neighbors, or strangers.

Thanks for reading!

Ben Watkins

Landing Pages Explanation, Puzzle Copywriting, & Reverse Psychology

Benjamin Watkins — Sat, 13 Dec 2025 13:34:38 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples and insights from the most recognized healthcare and tech brands.

Happy Saturday!

A great day to sip coffee. Actually, every day is great for that.

Onward and forward!

I. Explaining Landing Pages

Your landing page is when you set expectations.

You guide the reader down the page, taking them through the stages of awareness, and validating the promise you’re making to them.

II. Puzzle Copywriting

If your audience has to work to fill in the blank, they are more likely to remember it. It’s called puzzle copywriting.

It’s a clever and clear trick to get your message to stand out.

III. Reverse Psychology

This is a great example of knowing your audience. Call out the elephant in the room.

Don’t be afraid to challenge your reader.

If you enjoyed this newsletter, share it with your friends, parents, neighbors, or strangers.

Thanks for reading!

Ben Watkins

Issue No. 1: NextGen's Positioning

Benjamin Watkins — Sat, 06 Dec 2025 13:07:36 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel messaging, copywriting, and positioning systems around B2B healthcare and SaaS so you can stand out in the the market.

Happy Saturday!

I’m starting a new series on B2B healthcare SaaS positioning (and a bit of copywriting).

I’ll keep breaking everything down, but dive a bit more into it and how to get your copy and startup to stand out more.

Onward and forward!

Twist of a Phrase Or More Clarity?

There’s often this struggle to write something a bit clever because it’s cheeky and make you feel like a world class advertiser (“look what I wrote, everybody!”).

But, when it comes to your landing pages or even home pages, you have to go back to your positioning. Let’s break it down:

The Original

The Process:

Positioning Process
- Category:
  - AI-powered unified EHR + RCM for mid-market specialty practices.
- Best-fit customer:
  - 25–150 provider specialty practices with broken EHR/RCM
- Main value promise:
  - Give providers back 2.5 hours/day and stop revenue from running away with ambient AI and integrated RCM.
- Key value differentiators
  - Ambient AI documentation
  - Billing embedded in clinical workflow
  - Patient journey closed loop

Now, this is just a piece of the positioning puzzle. You still have to do more work, like personas, use cases, and actual customer data. But I’m pulling what I know from my research of them.

This helps us craft a better home page that drives more specificity, more value, and shows the pain. More importantly, you konw what they offer and what pain they remove.

Revised

Before / After

When you’re ready, here are a few ways I can help you 👇

If you enjoyed this newsletter, share it with your friends, parents, neighbors, or strangers.

Thanks for reading!

Ben Watkins

The Beginner’s Guide to Masterful Copywriting

Benjamin Watkins — Sat, 29 Nov 2025 12:05:45 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands.

Copywriting is an amazing career.

You get the chance to work with awesome products and people. You get the chance to write the most memorable advertisements. Most importantly, you help brands improve sales.

This guide is perfect for you if you‘re thinking of getting into copywriting.

Here’s everything you should know.

1. Create Your Swipe File

Your swipe file is your inspiration.

Copywriting is never about the words you want on the page. It’s about the words your customers would say on a page.

Study classic ads. Study brands like Apple and Nike. Visit websites like Copywriting Examples, SaaS Landing Pages, or Really Good Emails.

Find and collect your inspiration. Learn the “why” behind iconic advertisements.

2. Learn Conversational Copywriting

Conversational copywriting feels like you’re talking to the reader, not at the reader.

It uses broken grammar rules and idioms.

It makes copywriting friendly.

3. Learn How to Write Features and Benefits

Whenever you write the feature, you should ask, “Why would someone care about it?”

You’re asking that question over and over to find a specific benefit. Customers want specific benefits that appeal specifically to them.

The example below shows a feature. It then describes it with a benefit. And then it gets more specific.

4. Tell Stories That Solve a Problem

People don’t want to read a random story.

They want to know how you’re solving a problem for them. Be a storyteller who solves problems.

RXBar does an awesome job of it on its About Page. They saw a problem with protein bars and set out to fix it.

That’s the story they are telling readers.

5. Be Empathetic

The best copywriters are empathetic.

They’ve walked in the shoes of customers. They know how a customer feels. They know the pain a customer goes through.

The example below shows that it’s not always about the outcome of a product.

It’s about recognizing a customer’s pain.

6. Know What Your Competitors Are Doing

Another way to look at it is to think about how you’re different from your competitors.

Are you more affordable, faster, or higher quality than your competitors?

It’s your job to find the differentiation of the product.

If you don’t know, ask the founders. Talk to everyone you’re working with. Study the product. A copywriter should always know the unique differences of the product.

7. Remove Friction

Friction is the obstacle standing between your customers and the product.

Copywriters need to make it as easy as possible for prospects to take action.

Show how easy it is to receive the promised outcome. Gumroad does a good of removing friction.

8. Study Copywriting Books

While I believe copywriting books are a great way to learn, you also need to do the work.

Study examples. Practice rewriting advertisements. The more you practice, the more you’ll experience what it feels like to be a copywriter.

Having said that here are my favorite books on copywriting:

The Adweek Copywriting Handbook
Ogilvy on Advertising
Hey Whipple, Squeeze This
Scientific Advertising
Influence: The Psychology of Persuasion
Boron Letters
Breakthrough Advertising (recommend getting from the library because it’s so expensive)

9. The Best Copywriters Keep Learning

When I first started copywriting, clients, copywriters, and marketers told me that copywriting wasn’t that great.

It always felt like a gut punch. But I kept getting back up because I loved the work. I kept learning. I wouldn’t give up.

Learning to be a copywriter is a process.

When you commit to that process, you’ll become a masterful copywriter.

If you enjoyed it, share it with a friend, a neighbor, or a stranger.

Thanks for reading or skimming!

Ben Watkins

Work together on two two-week messaging sprint

Clear RCM Transformational Use Cases & Limiting Beliefs

Benjamin Watkins — Sat, 22 Nov 2025 13:34:41 GMT

Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel messaging, copywriting, and positioning systems around B2B healthcare so you can conquer the market.

Gumroad courses (Pay what you want)

150 AI Copywriting, Positioning, and Message Prompts (NEW)

Happy Saturday!

The leaves are falling. The air is crisp. And there’s positioning to be done for B2B healthcare. Also, I’m going to be diving into lots of pie on Thursday.

I hope you enjoy your upcoming Thanksgiving week!!

Onward and forward!

Show a Specific Problem You Solve

Clear positioning is about having your market know what you do, how you do it, and how you’re different.

Show the usecase “Fixes claims before they break.” When you show a use case, it’s a clear way to show how your product is different.

Call Out the Limiting Belief

Knowing how your audience thinks about your product before you even launch gives you clarity on how to position it.

Instead of overpromising something (and a vague promise at that), make a simple promise that delivers something that your audience has a limited belief around.

When you’re ready, here are a few ways I can help you 👇

If you enjoyed this newsletter, share it with your friends, parents, neighbors, or strangers.

Thanks for reading!

Ben Watkins