Posts

B2B Social Copy: 5 Rules That Still Work in 2025

 “B2B doesn’t mean boring. It means clear, useful and smart — especially on social.” Whether you're a SaaS founder posting on LinkedIn or a marketing lead running paid ads, your content is fighting for attention. In a scroll of AI-generated fluff and dry company updates, your copy needs to cut through . Here are 5 social copy rules I still use in 2025 — and why they work. ✅ 1. Lead With the Feeling , Not the Feature Instead of: “Our platform helps teams track approvals.” Try: “Chasing approvals over Slack again? Here’s a better way.” 🧠 Emotion earns the scroll. Clarity earns the click. 💬 2. Use the “One Insight, One Post” Rule Trying to cram too many ideas into one update? You’ll lose your audience. Keep it focused. One POV. One strong takeaway. Example: “You don’t need more data. You need better questions.” (Then add value or tell a short story around it.)   🔄 3. Repurpose With Purpose Don’t just repost. Rewrite. Turn a: Blog into a 3-part carousel...

Case Study: Rebranding a Fintech Startup for Growth (Spec Work)

  “You don’t get a second chance to make a first impression — especially in fintech.” For this spec project, I reimagined the brand voice and launch messaging for a fictional fintech startup called Ledgerly — a digital expense tracking and spend control platform built for growing teams. The challenge? Ledgerly had a solid product, but its messaging was too technical, too timid and failing to resonate with its ideal users: CFOs and controllers at fast-scaling companies. Here’s how I approached the rebrand — from core messaging to launch assets. 🧩 The Brand: Ledgerly Product: Expense management + budget control SaaS Target Audience: Mid-market finance teams in the US/UK Pain Points: Manual workflows, rogue spending, lack of visibility Market: Competing with established players like Brex and Ramp 🔑 Brand Strategy Direction Old Headline: “Intelligent Spend Management for Modern Teams” New Positioning: “Get Spend Under Control — Without Slowing Your Team ...

How to Brief a Copywriter So You Get Better Results

If you give your copywriter a strong brief, you’ll get sharper, faster, and more strategic work. Clients often ask me what they should include in a copy brief. Some send full decks. Others drop a one-liner like: “We just need something that sounds better.” The truth is, a good brief doesn’t need to be long — it needs to be focused . Here’s how to brief a copywriter (whether it’s me or anyone else) so you get maximum value, minimal rounds of revision, and content that actually converts. ✅ 1. Start with the Why , Not the What Instead of: “We need a landing page.” Try: “We’re launching a new product line and want a landing page to capture demo requests from cold traffic.” 📌 Copy is more effective when it’s tied to a business goal, not just a content format. 👤 2. Be Specific About the Audience Who are we writing for? And what do they: Already know? Need to understand? Worry about? Want to avoid? The more detail you provide here, the easier it is for the c...

3 Copy Tweaks That Boosted Conversions (And Took Less Than 30 Minutes Each)

Sometimes the smallest copy changes lead to the biggest results. As a copywriter working with SaaS and B2B clients, I’ve learned that improving conversions isn’t always about a full rewrite. Often, it's about fixing friction — that one word, one line, or one moment of doubt that causes a drop-off. Here are 3 real tweaks I’ve made that measurably improved results (and took under 30 minutes each to implement). 🔧 1. Reframed the CTA from “Request a Demo” to “See It in Action” Context: A client’s homepage had a solid headline and benefit copy, but conversions were flat. The CTA read: [Request a Demo] Tweak: We changed it to: [See It in Action] Why it worked: “Request a demo” sounds like commitment. “See it in action” feels lighter, faster, and user-focused. Within 2 weeks, click-throughs improved by 18% . 🧩 2. Rewrote the First Line of an Email Original: “We’re thrilled to introduce our new analytics dashboard…” Tweak: “Still exporting to spreadsheets every Fri...

Ghostwriting for Founders: What I’ve Learned

 It doesn’t sound like me. That’s the one thing you never want to hear as a ghostwriter. Writing on behalf of a founder — whether it's a LinkedIn post, a keynote script, or a thought leadership piece — requires more than good writing. It demands empathy, adaptability, and an ear for nuance. Over the past few years, I’ve helped several founders and C-level execs articulate their vision, opinions, and brand — without ever putting my name on it. Here’s what I’ve learned. 🔍 1. Voice Matters More Than Vocabulary When ghostwriting, your job is to disappear into their voice. That doesn’t just mean using their favorite words — it means understanding: How they structure arguments When they use humour or restraint What tone they’d use with customers vs investors vs staff I spend time listening to past interviews, reviewing internal comms, or sitting in on calls to absorb their cadence , not just their content. 💭 2. You Need to Extract the Gold Most founders are too bu...

Creating a Content Strategy for a B2B SaaS Startup (Free Template Inside)

Content without strategy is just noise — and B2B buyers are already drowning in it. If you’re building or marketing a SaaS product, you’ve likely been told to publish blogs, send emails, post on LinkedIn, and crank out case studies. But what should you publish? Who is it for? Why does it matter? That’s where content strategy comes in. It’s not about doing more — it’s about doing the right things , in the right format, for the right people. In this post, I’ll share the exact content strategy framework I use when writing for early-stage SaaS startups or B2B clients. And yes — you can download the template. 🔧 The B2B SaaS Content Strategy Framework This framework is designed to answer five core questions: 1. Who Are You Talking To? (Buyer Personas) Skip the demographics. Focus on: What problems they’re trying to solve What they already know (or don’t) What they’re afraid of or stuck on For example: RevOps Lead at a Series A startup Needs: clean pipeline reporting Pain: dir...

5 Copywriting Lessons for B2B and Regulated Industries

When clarity becomes a competitive edge, good copy becomes indispensable. B2B companies, especially those in tech, SaaS, and compliance-focused spaces, face a unique challenge: how do you make something complex feel simple, valuable, and trustworthy? Over the years, I’ve written for platforms that deal with automation, embedded finance, AI compliance, and cloud-based analytics — and one thing is consistent: your messaging matters more when your product isn’t instantly ‘gettable’. Here are 5 lessons I’ve learned that help bring clarity (and conversions) to even the most technical content. 💡 Lesson 1: Clarity Is Not Optional In regulated or technical sectors, vague messaging kills trust. Customers want to know: What you do Why it matters What the result looks like That means using real words, not buzzwords. Instead of “optimised workflows leveraging AI,” try: “We help teams get 10 hours a week back by automating admin.”   🧩 Lesson 2: Simplicity Wins — Even for Smart Aud...