Uncomplicated Marketing
"Marketing Uncomplicate - It" is your ultimate podcast destination for entrepreneurs and industry experts supporting small businesses. Join us as we explore the world of marketing, especially for businesses just launching or facing challenges. Hosted by Sacha Awwa, this podcast serves as a beacon for the resilience of entrepreneurs and business owners navigating their industries. Our guests share hard-fought battles, invaluable lessons, and innovative strategies that have reshaped businesses. With a blend of humor and insightful wisdom, we challenge conventional approaches and offer out-of-the-box marketing strategies. Tune in for behind-the-scenes insights into the entrepreneurial journey, filled with laughter and transformative discussions. Welcome to "Marketing Uncomplicate - It," where we simplify marketing for your success.
Uncomplicated Marketing
#67 - The Hidden Psychology Behind Every Yes
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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