For today’s episode, Mike is joined by Chris Silvestri, the founder of Conversion Alchemy. Chris helps B2B SaaS companies break through the noise, reach more would-be customers and show them why they are the obvious choice. Chris’s carefully honed approach uses the alchemy of copy, UX, and decision-making psychology to turn browsers and visitors into loyal, paying customers.
He digs deep into customer research, pulls out real insights, who your real buyer is, what their buying decision making process is and determine what language will resonate with them, so that your message lands and converts.
KEY TAKEAWAYS
Mastery is about going deeper than your competition.
Invest in customer research. You can't write copy that converts without it.
Build a repeatable research process.
There are layers to research.
The surface layer of research is reviews and competitors’ products. The deeper layers include the customer experience while using a product like yours and why customers behave as they do.
Focus on the individual decisions customers make during their buying journey and why they make them.
Uncover your unique narrative by asking customers what they think existing providers are doing wrong.
Use reviews to understand the language your customers use.
Your copy needs to resonate with – daily users, the purchasing decision maker and the check signer.
Use AI combined with human data to simulate personas. Chris explains how and which tools to use.
According to HubSpot, 72% of SaaS websites fail to clearly explain what they offer.
Get your value proposition right.
Blend features with benefits.
Test and tweak your copy.
To truly connect with people, use their language, their pain points and their motivations.
Be clear on what you do, how you do it and who you do it for.
BEST MOMENTS
1.14 "People underestimate the power of good copy when it comes to conversions."
3:25 "Invest more in research."
6:36 "The deep-seated layer tells you why customers make the decisions they make and how they make them."
15:24 "To uncover your customer´s pain points….reviews are a good starting point."
31:00 "You can make sure that everything it gives is accurate and that it doesn´t hallucinate."
40:40 "You can simulate personas with AI, but not real customer behaviour, at least not yet."
47:73 “Imagine that your copy needs to continue the phrase "I want to … that's your valuable position."
59:00 "The right message basically has the right positioning with the right language for the right audience."
1.05.36 “The best copy is copy that doesn´t look like copy.”
ABOUT THE GUEST
https://conversionalchemy.net
https://www.linkedin.com/in/christophersilvestri
https://www.amazon.co.uk/Demand-Side-Sales-101-Customers-Progress/dp/1544509987
ABOUT THE HOST
Meet Mike, a seasoned tech entrepreneur and visionary with over two and a half decades of invaluable experience in founding and scaling successful tech start-ups. Mike brings a wealth of firsthand knowledge, and a deep understanding of the challenges faced by entrepreneurs and tech professionals.
As a host, Mike is dedicated to sharing actionable insights, strategies, and stories gathered from conversations with industry leaders, innovators, and experts. With a remarkable ability to distil practical wisdom from guests, Mike curates engaging discussions that resonate with both aspiring entrepreneurs and seasoned professionals.