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Boost your conversions with just two words

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Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.​

Yesterday for the podcast, I've interviewed Sahil Patel, CEO of Spiralyze, an AB testing company for B2B SaaS.

It was one of the most actionable and tactical episodes so far.

He mentioned 3 things we should all be testing:

• Your visuals: are you showing your product above the fold? Videos tend to work better below the fold.
• Your results: are you using quantitative data in your copy? The more specific the better.
• Your UX: is your copy skimmable enough for fast decision-makers to quickly consume and absorb?

I love the simplicity and usefulness of this framework.

What also stands out are two things I always rave about: context and expectations.

Look at those 3 elements and you'll see those coming into the picture.

Visuals, whether product screenshots, videos, or even interactive demos, create context around what your copy is saying, help readers see what you're talking about and set expectations for how the final product will work.

Quantitative data injected in your copy, creates context around which areas of their business or life you're helping them with, and sets expectations for the level of results people will be able to achieve.

The UX and skimmability of your copy makes all the context and expectations you set, easier and faster to understand.

Rory Sutherland says:

Unless you set the context for your readers, they will fabricate one or go with whatever they already have in their minds when they land on your page.

For example, which do you think will convert more?

"Improve your business efficiency with our powerful software solution."

or

"Streamline your sales pipeline with our CRM software, designed for fast-growing tech startups. Integrate seamlessly with your existing tools and close more deals faster."

...

Another one...

"Boost your team's productivity and collaborate seamlessly with our innovative tools."

or

"Optimize your manufacturing process with our IoT-enabled predictive maintenance platform. Reduce downtime and increase overall equipment effectiveness by up to 25%."

You should get it.

Yet, we keep seeing lots of vague, bland and lifeless copy in the B2B SaaS world.

So here's an assignment for you:

Where and how can you add context and set better expectations in your copy?

Let's get to work.

📚 3 things to get better at copywriting

Video: A masterclass in serving your audience

"A good advertisement is one which sells the product without drawing attention to itself" said David Ogilvy.

Great copy doesn't feel like sales copy. We could say the same with acting.

In this podcast, actor Kevin Spacey shares fascinating stories and behind the scenes walking us through what really good acting should be like: selflessly serving your audience. All important lessons for writing copy that works.

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Article: Can you scale "taste"

In copywriting, like in business, being able to intuitively know when something is good, is critical. God knows how many times I kept writing and rewriting a piece of copy, just to realize I already knew my 10th attempt was good enough. That's the important of taste. And the more you're able to scale it, the easier it will be to use it.

​This article goes into how you and your business can do it.

Swipe file: Make it quantifiable

It can be easy to forget because we've got this benefits > features dogma in mind, but benefits CAN be numbers too. The more specific the better.

Here's how Spiralyze does it in their above the fold section:

Be specific and relevant in your copy and in how you quantify your benefits.

✅ Don't miss it

Episode 18 of The Message-Market Fit podcast is out!

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I had an great chat with Jane Portman, co-founder and CEO of Userlist. Here’s what you’ll learn:

• Jane's journey from creative director to SaaS founder
• Building Userlist: challenges and key learnings
• Effective email marketing strategies tailored for SaaS
• Behavior-based vs. time-based emails: when to use each
• Tailoring messaging to resonate with different personas
• Harnessing the power of podcasting for marketing
• Researching and preparing for podcast interviews
• Balancing personal interests and professional life

And way way more.

Check it out here, wherever you listen to podcasts or on Youtube. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏

🤔 Thought of the week

Kyle Eschenroeder, The pocket guide to action

We humans are all about the “what’s in it for me”, the benefit, the reward. What if the reward was you engaging with life? That’s not a given. Instead of taking it for granted, savor every moment. You’ll ultimately forget about the outcome.

Have a great weekend!

​ Chris Silvestri Founder, Conversion Alchemy

🙌🏻 Let’s be friends (unless you’re a stalker)​

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