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Marketing B2B TechnologyAuthor: Mike Maynard, Napier
Napiers take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com. Language: en Genres: Business, Marketing, Technology Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Harnessing AI for Breakthroughs in Marketing with Jon Benson at BNSN
Episode 142
Wednesday, 24 June, 2026
Jon Benson, founder and CEO of BNSN, joins the podcast to talk about his path from writing the “Fit Over 40” book to becoming a leading direct-response copywriter and building AI tools for copywriting. Benson explains why video sales letters (VSLs) are effective, combining voice and text, narrative, and emotional pain points to reduce skepticism and improve message retention. He describes how his software BNSN generates higher-quality copy than generic chatbots by training on strong examples and running multiple rewriting passes to remove common AI artifacts. Benson argues B2B marketers should write to one person, focus on relieving the buyer’s pain rather than company features, and use tactics like strong subject lines and PS sections in emails. About BNSN BNSN.AI is an AI-powered copywriting platform built for small business owners to create high-converting ads, emails, and sales pages in minutes. It is trained on proven, high-performing marketing campaigns and designed to simplify the process of writing persuasive copy through promptless AI tools and built-in marketing frameworks. About Jon Benson Jon BENSON is a copywriter, entrepreneur, and AI pioneer whose work has quietly shaped how the world buys things online. Best known as the inventor of the Video Sales Letter, the format that became the backbone of modern digital marketing, he has spent decades writing words that move people to act—not through manipulation, but through what he calls “ethical persuasion.” In 2010, Jon turned his attention to copywriting software, becoming one of the earliest pioneers at the intersection of AI and sales copy. That work eventually evolved into BNSN, a platform trained exclusively on high-converting marketing campaigns and built for small business owners who sell good things to good people. BNSN reflects Jon’s core belief that the human element of business—community, coaching, and genuine connection—separates sustainable success from a flash in the pan. Time Stamps 00:00 Welcome and Introductions 02:22 Nontechnical AI Builder 05:33 Why VSLs Convert 08:28 Narrative and Pain 12:14 Customers and Big Ideas 16:31 Beating AI Slop 20:38 Fixing B2B Copy 25:16 Email Subject and PS 27:40 Career Advice on AI 31:58 Resources and Wrap Up Quotes “There’s no such thing as selling to a business. It doesn’t exist. You’re selling to a person at a business.” Jon Benson, CEO at BNSN. “If you don’t speak to the pain of your prospect, you’re not ever going to make them feel like they’re seen, heard, or understood.” Jon Benson, CEO at BNSN. Follow Jon: Jon Benson on LinkedIn: https://www.linkedin.com/in/jonbenson Jon Benson on Instagram: https://www.instagram.com/itsjonbenson/ Jon Benson on X: https://x.com/itsjonbenson Jon Benson on Facebook: https://www.facebook.com/itsjonbenson Jon Benson on YouTube: https://www.youtube.com/channel/UCPDvmgurd-rym4pyPjviIuw BNSN website: https://bnsn.ai/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
