From Engineering to Empathy: Chris Silvestri on Conversion Copy That Connects
In this episode, I sit down with Chris Silvestri — founder of Conversion Alchemy, conversion copywriter, and message–market fit specialist — to explore the psychology behind conversion and how B2B SaaS companies can craft customer journeys that actually drive decisions. With a background in industrial automation engineering and a decade in copywriting, Chris blends technical logic with user-centered creativity to produce copy that truly resonates.
We cover:
- Why copywriting is more about research than writing (70% research, 30% execution)
- The “Motivation → Value → Anxiety → CTA” framework and how it beats rigid formulas like AIDA
- Why founders must articulate a strategic narrative before even thinking about copy
- How AI (like GPT and Claude) can be used as a research co-pilot without compromising human insight
- Navigating mega menus, product naming, and UX friction in SaaS websites
- How to craft messaging that speaks directly to your audience’s inner monologue
- Why B2B sales aren’t siloed decisions, but committee-driven choices — and how to write for all stakeholders
🎯 Key Takeaways:
- Copy that converts starts with empathy. You need to walk a mile in your customer's shoes before writing a single word.
- Frameworks > Formulas. Motivation, Value, and Anxiety are your biggest levers — use them to guide structure, not lock it in.
- Point of view is your power play. Your product isn’t the only thing that should differentiate you — your message should too.
- Navigation matters. What users hover on first gives you insight into how they’re deciding.
- AI is a powerful assistant, not a replacement. Use it to simulate personas, test copy, and extract insights from customer interviews — but don’t rely on it to do the final writing.
- Startups should obsess over clarity. Confusing copy kills conversions — if you sell bikes, say you sell bikes.
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