Get persuasive B2B copy that converts
Hi. I’m Breandán Kearney. 👋
I help busy marketing leaders at B2B companies in Belgium clarify their message and create high-performing assets that generate leads, build trust, and close deals (without burdening teams or blowing budgets).
- Belgium-based
- Native English speaker
- Experienced B2B copywriter
- Partner for both strategy + execution
- Trusted by GemOne, TVH, OFI + more
If your message isn’t working, let’s figure out why.
Book a quick chat — no pressure, no hard sell.
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Breandán Kearney
Copywriting
strategy and execution
in one trusted partner
Messaging
Get crystal-clear messaging that resonates with your customers (without sounding like everyone else or wasting time explaining what you do).
Lead generation
Build campaigns that attract qualified leads (so you can stop wasting budget and start showing ROI).
Sales copy
Create tools your sales team actually uses (no more one-pagers that disappear into the void).
Trust building assets
Show prospects proof — not just promises (so deals don’t stall from a lack of credibility).
Nurture sequences
Warm up cold leads automatically (and stop ghosting the people you worked hard to attract).
Content strategy
Turn random posts into a plan that builds authority (and stop being embarrassed by low engagement).
"Breandán consistently turns technical content into clear, engaging copy. Beyond his talent as a copywriter, Breandán stands out for his communication skills and collaborative spirit. He connects with B2B customers for testimonials and interviews and his professionalism and reliability make him an invaluable part of any team."
You want copy that drives results. But it's not that easy.
You’re doing everything “right” — but your copy still isn’t converting.
- Prospects don’t understand what you actually do.
- You spend budget on campaigns that flop.
- Sales teams ignore your materials (or rewrite them poorly).
- You can’t seem to establish trust with prospects.
- Your nurture flows are chaotic or non-existent.
- Your content feels reactive, not strategic.
You’ve tried REALLY hard to “fix” it, but:
→ ….your internal team is too busy to create new assets.
→ Generalist content writers don’t even know what “copy” is.
→ ChatGPT, Claude, and Gemini are fast — but they give you generic, risk-averse “AI slop” that doesn’t speak to your customers.
→ Agencies are expensive, slow, and don’t help with execution.
→ Local freelancers can’t seem to write for global markets.
→ And remote copywriters can’t seem to integrate with your team.
It feels like your stuck, right?
Here’s the thing…
Most B2B companies lead with facts
They talk about what they do.
They write specs. They explain features. They use insider jargon.
But clarity isn’t the same as persuasion.
If your message is too dense, too vague, or too safe?
It gets ignored.
Even if your product is brilliant.
What sounds clear inside your company often confuses or overwhelms the people you’re trying to reach.
And that confusion quietly kills leads, trust, and sales.
What you need is copy that persuades.
Copy that persuades will help you build trust, create clarity, and move buyers to act.
That’s why I use the CARE framework.
It’s a simple, proven method grounded in psychology, buyer behaviour, and strategy.
The CARE Framework
Every persuasive message has four elements:
Credibility
“Why should I trust you?”
Buyers are skeptical. Without trust, they won’t buy (no matter the offer).
👤 Audience
“Is this for me?”
If your message isn’t tailored to your buyer’s world, it won’t land.
💡 Reason
“Does this make sense?”
You must use logic, benefits, and business value to make your case.
🎭 Emotion
“Do I care enough to act?”
Even in B2B, emotions drive action (especially in complex, high-stakes decisions).
This is how you turn complex, technical offers into messages that are clear, credible, and genuinely persuasive.
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How I help
B2B Marketing teams
in Belgium
Messaging that makes buyers care
If your message is too technical, too vague, or too safe, it gets ignored.
I help bring clarity to your messaging so buyers immediately understand who you are, what you do, and why it matters.
👉 Positioning strategy, messaging guides, homepage + product copy, narrative frameworks.
Lead generation assets that attract the right people
If you’re wasting time and money driving traffic to offers that don’t resonate, you’re burning your budget.
I help create entry-point content that speaks to real problems and gets qualified leads to raise their hand.
👉 Landing pages, LinkedIn ads, lead magnets, email funnels.
Sales enablement content that closes the gap
When sales and marketing aren’t aligned, nothing works.
I help you build tools sales will actually use, because they’ll have everything they need to close.
👉 Sales decks, brochures, follow-up emails, discovery call scripts.
Trust building proof that removes buyer doubt
Your prospects want to know: “Will this work for me?”
I help create structured, story-driven social proof that builds credibility for risk-averse B2B buyers.
👉 Case studies, testimonials, founder stories, white papers.
Nurture sequences that keep leads warm (without being pushy)
Most B2B leads aren’t ready on day one.
I help write email content that supports your long and complex sales cycle so you’re top-of-mind when the time is right.
👉 Automated email sequences, educational series, nurture workflows.
Content strategy that drives visibility and authority
Posting randomly doesn’t build a brand.
I help develop content systems that educate buyers, reflect your POV, and support marketing and sales goals.
👉 Content calendars, repurposing plans, newsletter strategy, video scripts.
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I know what it's like
I’ve been part of marketing teams swamped with work and overwhelmed by expectation.
I’ve faced new product launch campaigns or brand refreshes with little guidance or support.
And I’ve seen restructurings where newly appointed managers are expected to work magic, with teams under pressure from leadership to deliver leads.
And then there’s Artificial Intelligence. I know how much pressure there is on teams today to quickly incorporate new AI tools that make a difference into their workflows.
I'm Breandán Kearney
I’m a strategic copywriter for marketing teams under pressure to perform.
Originally from Ireland, I live in Flanders with my Belgian wife and two young children, where I enjoy forest walks, live music, and the occasional glass of Oude Geuze.
I understand business
Before I was a copywriter, I practised law as a qualified lawyer at large law firms, working on corporate mergers and acquisitions, due diligence projects, tax restructurings, and serving on national company commercial lawyer committees.
I'm an experienced B2B copywriter
I’ve worked with B2B companies in Belgium in manufacturing, logistics, SaaS, and services (sometimes as the only one writing copy in businesses generating tens of million euros of annual revenue).
I research, interview, and edit (as well as write)
I worked for more than 10 years as a journalist, honing my research, editorial, and interview skills at publications such as National Geographic Traveller, Lonely Planet, and The Brussels Times.
I understand business
Before I was a copywriter, I practised law as a qualified lawyer at large law firms, working on corporate mergers and acquisitions, due diligence projects, tax restructurings, and serving on national company commercial lawyer committees.
I'm an experienced B2B copywriter
I’ve worked with B2B companies in Belgium in manufacturing, logistics, SaaS, and services (sometimes as the only one writing copy in businesses generating tens of million euros of annual revenue).
I research, interview, and edit (as well as write)
I worked for more than 10 years as a journalist, honing my research, editorial, and interview skills at publications such as National Geographic Traveller, Lonely Planet, and The Brussels Times.
As featured in
“Breandán is great to work with. He’s patient and is always ready to emphatically give constructive feedback. He’s full of creative ideas and likes to share them, not to impose his will but to genuinely make it all better.”
Rory Moerman
Copywriter, TVH PARTS
(WAREGEM)
“Breandán Kearney is a fantastic writer who revels in storytelling.”
Leo Cendrowicz
Editor, The Brussels Times Magazine
(BRUSSELS)
“A testimonial from a client who benefited from your product or service. Testimonials are a great way of establishing credibility and promoting your company’s brand.”
Jeffrey Bellaert
Graphic Designer, GemOne
(WAREGEM)
“A testimonial from a client who benefited from your product or service. Testimonials are a great way of establishing credibility and promoting your company’s brand.”
Marc Verhagen
Founder, Luster Publishing
(Antwerp)
What others say
It couldn't be easier
1. Book a discovery call
2. Discuss how I can help
Are we a good fit?
We’re probably a good fit if:
- You’re a Head of Marketing, Commercial Director, or business leader at a Belgian B2B company.
- You want a specialist copywriter who can plug into your team and deliver high-quality work without hand-holding.
- You have budget set aside for strategic marketing assets — and you want to invest it wisely.
We’re probably not a good fit if:
- You’re selling to consumers (B2C) or looking for general blog content.
- You don’t have budget for external copy support.
- You’re looking for a full-time employee or someone to manage your entire content calendar.
Still got questions?
On copywriting....
What even is copywriting?
Copywriting is the practice of using words to drive action. That might mean getting someone to book a demo, download a brochure, or simply understand what your company actually does. Great copy bridges the gap between what you sell and why someone should care.
What’s the difference between copywriting and content writing?
Content writing is typically used to inform or entertain — think blog posts, articles, or certain types of social media posts. Copywriting is designed to persuade. It’s used in sales pages, campaigns, brochures, and landing pages — any place where you want to guide someone toward a business outcome.
What’s the difference between B2C and B2B copywriting?
Both B2C and B2B copywriting are rooted in the same psychological principles—but there’s a difference.
B2C copywriting is more often tailored to individual consumers. It’s often focussed on emotional factors and speed of decision, and involves different types of copywriting assets for conversion.
B2B copywriting usually involves longer sales cycles, multiple decision-makers, and complex products or services. B2B copywriting, therefore, needs to be clear, strategic, and persuasive across the full buying journey.
Is copywriting not some sort of guru-style fluff, hype, or manipulation?
No. Good copywriting is honest, respectful, and clear. It’s not about tricks. Rather, it’s about showing the right people how your solution solves their problem. The goal is clarity, not hype.
Big companies in Belgium don’t really use copywriters, do they?
They do. Copywriters are seen as more and more valuable as markets become more competitive. Sometimes Belgian companies call them “communications consultants” or “copy freelancers”, but most marketing teams in Belgium, especially in B2B, work with external writers at some stage.
Does copywriting actually work? Will this actually drive results in my company?
Great copy reduces confusion, builds trust, and drives action. That means shorter sales cycles, better-qualified leads, and stronger campaigns.
As to whether it will drive results for you, that depends on your goals — but if we work together, we’ll define what success looks like before we start.
How does copywriting actually contribute to revenue or conversions?
Your words are often the first (and sometimes only) thing a buyer sees before deciding to take action. Clear, compelling messaging increases demo bookings, opt-ins, and deal velocity.
AI is cheaper and better. Why should I hire a copywriter?
AI is a powerful tool and a non-negotiable one in 2025 for all business functions (I use it as part of my workflows and systems). But it’s the human behind the AI that makes the difference. You can absolutely try using AI yourself, but do you trust what AI is currently giving you, right now, to drive business results? Or would you prefer to have someone engineering prompts who understands marketing strategy, copywriting nuances, and buyer psychology? Which of those options do you think will deliver more long term results?
On working with me....
Do you deliver strategic advice or copywriting assets?
Both. I combine strategy and execution — so you don’t need to hire two people. That means fewer meetings, less friction, and better results.
Do you write long copy or short copy?
Both. I base my decisions about copy length and structure on data, much of which shows that simpler, more straightforward offers convert better with shorter copy, while more complex offers convert at a higher rate with longer copy where various elements of a strong argument are required to persuade.
Will you make me look stupid in front of my boss?
No. My job is to make your team look strategic and effective. I work behind the scenes to help you shine — whether you’re briefing leadership or presenting to sales.
Do you speak Dutch or French (and can you write in Dutch or French)?
I’m a native English speaker based in Belgium and I work in English. Because I’m resident in Belgium, you’ll have no admin headaches when it comes to invoicing. And I can attend on-site meetings with sales and leadership, and collaborate in-person with your marketing and design teams. But I don’t write copy in languages other than English.
Will you understand my industry? I don’t want generic copy.
I’ve worked with complex offers, technical teams, and long sales cycles in various markets. Whether your industry is SaaS, logistics, manufacturing, services, or something else, I’ll take the time to understand your business, your buyer, and your goals. Internal teams sometimes write like engineers and agencies often go too fluffy, but I look for clarity and specificity because generic just doesn’t work.
How quickly can you get up to speed on our product or market?
Very quickly. I specialise in complex B2B products with long sales cycles and multiple decision-makers. I’ll ask a lot of questions, conduct interviews, and pull from years of experience so that I don’t waste your time.
How do I brief you?
The first step is to arrange a short call to discuss your needs. After that, I can review existing internal materials and meet you face-to-face to chat in more detail about what’s required. My job is to reduce your workload, not add to it.
Will this create extra work for me or my team?
No. I fit into your process, coordinate with others in your company when needed, and work independently so your team can stay focused. I take initiative and respect timelines.
Why work only for B2B companies in Belgium? I’m based in another country—can’t you help me remotely?
While I could work remotely for companies around the world, I believe I offer the most value by combining deep, strategic copy with in-person collaboration. I live in Belgium, and I enjoy working closely with local marketing, sales, and leadership teams to get results.
I have a limited budget. Is hiring a copywriter like you expensive?
Because I help marketing teams generate leads, build trust, and close more deals, I believe I’m good value for money. You’re investing in strategy, execution, and results. My rates are comparable to other consultants of similar experience and I’m more affordable than agencies. I’m open to discussing project scope to ensure I can deliver within your budget. Here’s the bigger question for you: Is NOT hiring a copywriter going to end up being more expensive for you?
I see you work on a “project-basis”. What does that actually mean?
We agree on a scope of work, a timeline, and a fixed fee — no surprise invoices. I work with you to deliver everything needed, from strategy to finished assets, for that specific project. Generally, this could be for a period of several months, but I’ve been working with one particular client on-and-off for more than four years.
What happens if I discover you’re not the right fit?
Then we stop. If something’s not working, we’ll talk about it early. And if I’m not the right fit from the start, I’m happy to help you find someone who might be. I succeed when you succeed. I always think in the long-term.
I would need you to come to my office. Is that possible?
Yes—it’s not only possible, but preferable. I live in Belgium and find the mix of face-to-face meetings and remote working is the best way to deliver results.
I’m already working with an agency. Why do I need you?
Think of me as a specialist you can plug into your team when you need copy that drives results. Agencies are great for strategy and oversight, but often too slow or too general when it comes to execution. I integrate with your in-house workflow so you get smart, sales-ready copy without the agency delays or fees.
Can we trust you with confidential or sensitive information?
Yes. I understand the importance of discretion. Whether you’re prepping for a product launch or investor pitch, your materials are handled professionally.
Will your copy actually sound like us?
That’s my goal. I study your existing tone, interview your team, review your existing materials, and strive to write as your business does.
What if leadership doesn’t like it?
Internal buy-in matters. That’s why I help you build messaging that you can confidently present to stakeholders.
Isn’t this something our internal team should be doing?
Your team is probably stretched (it’s the most common thing I see). I’m here to support them, not replace them. I help internal teams deliver high-impact copy when time, headcount, or clarity is short.
If you’ve read this far, you care about great copy.
So let’s chat.
A free, 30-minute call.
No obligations.
Let’s figure out if I can help you move the needle.