Who am I
ryan lai * is a freelance B2B copywriter & lead-gen strategist who likes hard problems: messy positioning, multi‑market rollouts, B2B offers no one can explain in under a minute.
I help B2B teams fix the hardest part of selling: explaining what they do in a way buyers actually understand.
My background is in brand strategy and copywriting, but most of my time is spent untangling messy positioning, unclear offers and pitch materials that try to say everything at once. The work shows up in sharper messaging, better decks and clearer content across websites, sales collateral and email. Always strategy‑first, always practical, never buzzword‑only.
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All things branding
What I actually do *
I work where brand, sales and content overlap. In practice, that means helping B2B teams go from “we do a lot of things for a lot of people” to a simple, commercial story that sales, marketing and leadership can all stand behind.
On a typical project, I might:
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Clarify the story. Run a short discovery with founders, sales and marketing, then turn scattered inputs into a clear B2B messaging framework: what you sell, who it’s for, why it wins and how to talk about it at different depths.
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Rebuild the pitch. Restructure sales decks, one‑pagers and proposals so they follow a narrative buyers can follow: problem, fit, proof, next step—instead of a feature dump.
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Align your touchpoints. Rewrite key parts of your website, landing pages, email sequences and LinkedIn presence so a prospect hears the same story whether they meet you in an ad, on a call or at a conference.
Sometimes that’s a focused “message and deck sprint” for one offer. Sometimes it’s a deeper clean‑up across your digital presence and sales materials. In both cases, the aim is the same: make it easier for the right people to say “yes”.
I’m used to plugging into in‑house teams, founders and agencies on a project or white‑label basis when you need a senior brain without adding headcount.
