Conversion copywriting starts with customer research

Insights Unlocked

Episode web page: https://bit.ly/45oE6gF

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Episode summary: In this episode of Insights Unlocked, host Nathan Isaacs chats with Chris Silvestri, founder of Conversion Alchemy, about what really makes copy convert. And spoiler alert, it’s not about being clever with words. Chris unpacks the importance of research-driven messaging, sharing his journey from software engineering and UX to conversion copywriting. He reveals why 70% of his work is dedicated to research and how pattern recognition, user testing, and cross-team interviews uncover the insights needed to build impactful, customer-first messaging.

You’ll learn:

• Why writing effective copy is about translating customer thinking, not sounding smart

• How to spot when teams are operating on assumptions instead of data

• The overlooked power of user testing videos for understanding customer behavior

• How to organize and scale research using an “iceberg” framework

• The promise (and pitfalls) of using synthetic personas for copy testing and stakeholder alignment

• Practical tips for using voice of customer data to clarify and strengthen your value proposition

Resources & Links:

• Chris Silvestri on LinkedIn (https://www.linkedin.com/in/christophersilvestri/)

• Conversion Alchemy website (https://christophersilvestri.com/)

• Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

• Learn more about Insights Unlocked: https://www.usertesting.com/podcast