How to write copy that makes them feel understood - part 2
Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.
Last week, I introduced the idea of Messaging Stimulus to Fatigue Ratio (SFR) — or the art and science of resonating and being clear (stimulus) with the least cognitive load (fatigue) for your readers.
Now let’s get into what High SFR copy actually looks like and, more importantly, how you can spot it in the wild and write it yourself.
To write High-stimulus copy you have to make your customers feel seen and understood. So, in my alchemist lab, I’ve been working on a framework to help us with this… I called it the Empathy Prism.
Like a prism, this framework gives you multiple lenses to use to look at your copy with an eye for how your readers go through it on your site.
There are a lot of copy formulas and templates but I’ve never been a believer in relying to much on rigid structures. A framework on the other hand, is something you can take, pick apart, and adapt to your own intuition and data.
If you’re here you probably know how important I think combining copy and UX design is for conversions. This is exactly what the Empathy Prism helps you do. It’s based on years of research from some of the wisest minds in the industry. I’ve just extracted some of the ideas and applied them in a structured way.
How to write and structure your copy to not just communicate, but to connect
Each “lens” of the prism matches one of Nielsen Norman Group’s heuristics so you’ll find it below. It still amazes me how many people don’t think of consuming copy in terms of user experience, so I wanted to show you where the parallels are.
Once you see it this way, you can’t unsee it.
Let’s break it down.
1. Recognition: Speak their language
High-SFR copy resonates because it reflects the exact language your customers are already using. It recognizes their pain points, desires, and frustrations as they would articulate them, making them feel like you’re inside their heads.
UX principle:Match between system and the real world
Example: Instead of saying, “We offer efficient SaaS solutions,” say, “You’re tired of wasting time on clunky software that slows you down. We get it.”
2. Acknowledgment: Address unspoken concerns
High-SFR copy anticipates your customer’s fears and doubts before they even vocalize them. When you acknowledge these concerns, you eliminate barriers to conversion.
UX principle:Help users recognize, diagnose, and recover from errors
Example: “Switching tools feels risky, but our easy onboarding will have you up and running in 5 minutes.”
3. Validation: Align logic with emotion
To connect on an emotional level, you need to balance logical facts with emotional appeals. High-SFR copy doesn’t rely on data alone—it weaves emotion into the reasoning.
UX principle:Consistency and standards
Example: “[Product name] can boost productivity by 30%, so you’re free for what matters most.”
4. Framing: Make solutions clear and tangible
High-SFR copy doesn’t leave your customer guessing. It frames the solution in clear, relatable terms that connect directly to the problems they’re facing.
UX principle:Visibility of system status
Example: Instead of fluffy jargon like “innovative cloud solutions,” say, “Here’s how our Cloud software will cut your admin time in half.”
5. Anticipation: Meet them where they are — and where they’ll be
Great copy matches current expectations and anticipates future needs, positioning your product or service as a solution not just for now, but for the customer’s entire journey.
UX principle:Flexibility and efficiency of use
Example: “As your team scales, our platform grows with you, so you never outgrow our solutions.”
6. Relatability: Keep it simple and relevant
Overcomplicating your message adds unnecessary fatigue. High-SFR copy is clear, direct, and easy to engage with.
UX principle:Aesthetic and minimalist design
Example: “We help SaaS teams like yours move faster. Period. No fluff, no jargon.”
7. Control: Empower the customer’s decision
High-SFR copy gives the customer a sense of control. Rather than pushing, it guides, offering clear choices and making them feel empowered to take action.
UX principle:User control and freedom
Example: “Take a tour | Dive into our 30-day trial”
When you apply these seven lenses to your copy, you ensure that every word — not your reader — works harder.
That’s when your customers feel like you “get” them. When the words they read are as compelling as the experience of reading them, they’re more likely to engage, trust, and ultimately, convert.
It’s a gut reaction.
Homework: Look at your copy now… does it look good under each of the 7 lenses of the Empathy Prism?
📚 Copywriting nuggets in the wild
Content of the week: Creativity is a green industry
Here's a very insightful podcast episode about where we're headed when it comes to creativity in marketing (hint: it's bad). And from a few great minds in advertising, one of them Sir John Hegarty. I loved his take on how to generate word of mouth:
we're churning out more stuff, the planet can't survive with this, if you care about your carbon footprint, but what about your communication you're spending more and more on average stuff that's being rejected and that's costing the planet. So if you care about your carbon footprint then you should start thinking about "how can I create work that generates word of mouth?" because that's the most efficient... so we've got to think about creativity as a green industry.
In a world where quantity and repurposing are trumping quality, go the other way. Go for quality and creative thinking.
Swipe file: Surreal copy
I stumbled on this cereal brand aptly named Surreal, while listening to a podcast interview with the founder of Liquid Death. Both brands are reinventing their categories and reframing the conversation around their products. And in a fun, irreverent way.
Their about page is a great example of talking about your company without making it feel like you're doing so. It feels more like walking down memory lane. And their central big idea is very powerful. (hell, just look at their ads 😆)
✅ Don't miss it
Episode 26 of The Message-Market Fit podcast is out!
I had a great chat with Tamara Ceman, seasoned marketer and consultant at Practical Marketer. Here's what you'll learn:
- How Tamara helped Markup reach 400k users through effective PLG strategies
- Creating intent-based personas vs traditional ICPs for better targeting
- Leveraging customer interviews to uncover powerful messaging insights
- Tamara's framework for running successful marketing experiments
- Addressing buyer objections and increasing perceived value
- Uncovering customer insights through various channels
- Effective message testing strategies for B2B SaaS
- Transitioning from in-house marketing to consulting
- How gaming lessons can be applied to marketing strategy
And way way more.
Check it out here. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏
Customer interviews are your unfair advantage
One of my Linkedin posts this week caught 🔥. If you're a junior copywriter not running customer interviews either start or learn how to conduct them. If you're a marketer hiring copywriters, look for someone who can run good customer interviews.
🤔 Thought of the week
Accountability feels like an attack until you’re ready to change.
Wes Watson
Realize that your instincts will try to safeguard you from anything that doesn’t come easy. Starve the ego and accept your weaknesses so you can take the first step.
Have a great weekend!
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Chris Silvestri
Founder, Conversion Alchemy
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🙌🏻 Let’s be friends (unless you’re a stalker)
