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

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From The Podcast

What does it take to create experiences customers love, craft campaigns that captivate, and drive measurable results?Insights Unlocked features candid conversations with the builders, creators, and innovators driving some of the world’s most impactful digital transformations. Tailored for marketing, product, UX and CX leaders, each episode delivers actionable insights to help you create customer-first strategies and stay ahead in today’s competitive landscape. Each episode is about 30 minutes long. From optimizing product launches to leveraging AI for smarter workflows, Insights Unlocked is your go-to resource for designing experiences that resonate, drive loyalty, and achieve business results. Guests include influential leaders like Brian Solis, April Dunford, Kate Towsey, Jacob Nielsen, Teresa Torres, and Judd Antin among others, offering their expertise in CX, UX, and innovation. The podcast also highlights strategies and success stories from leading brands such as Verizon, Signet Jewelers, Figma, Microsoft, Tesco Bank, and more.UserTesting leaders and industry experts join as guest hosts, alongside show producer Nathan Isaacs, award-winning journalist and Senior Manager of Content Production at UserTesting.Brought to you by UserTesting, the leader in human insights and proactive customer experience strategies, Insights Unlocked empowers CMOs and marketing teams to craft experiences that drive growth, loyalty, and impact.Listen and subscribe wherever you get your podcasts. Show notes, curated clips and more at usertesting.com/podcast.

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