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Welcome to this week's issue of Unpacking Meaning. If you received this from a friend and enjoy it, ​subscribe here.

How to make saying “yes” effortless for your reader

I watched the new Naked Gun reboot last night and remembered how good “dumb” can be.

The kind of dumb that’s actually smart.

It didn’t wink at the audience or over-explain the joke. It set the scene, trusted us to follow, and let the punchline land.

And it reminded me how often we ruin that same simplicity in copy. We cram in qualifiers, clever turns, and extra context until the reader has to work harder than they should just to keep up.

Every line you write is a small decision for your reader.

• Do I trust this claim?
• Is this worth my time?
• Does this apply to me?
• Should I keep reading?

Every time they have to stop and figure something out, you risk losing them. A few of those moments and even the people who want to say yes will bail.

The best copy, like the best comedy, knows what to leave out. It clears a smooth path from one “yes” to the next.

That’s not just about trimming words. It’s about how the whole thing is built and presented.

A headline that lands without mental gymnastics.

A sentence sequence that naturally pulls the reader forward.

White space that gives ideas room to stick.

That’s what makes the difference between a page that’s technically clear and one that’s effortless to read.

Here’s a quick filter I use before anything ships: the 3 Friction Checks.

1. Word Friction – Are you using language they instantly get, or making them decode it? Test: Swap jargon for the exact phrases your audience uses in interviews.
2. Structural Friction – Does the flow naturally carry them forward, or do they have to reorient? Test: Read it aloud. If you stumble, they will too.
3. Visual Friction – Can their eyes follow the story from headline to CTA, or are they hunting for the next step? Test: Squint at the page. If the path isn’t obvious, fix it.

Reduce those three kinds of friction and you’ll cut the micro-decisions that drain attention and kill momentum.

Because whether it’s a joke or a headline, the magic is in knowing what to say… and when to get out of the way.

DISCOVERY

Episode 39 of The Message-Market Fit podcast is out!

I had an great chat with Ronnie Higgins, a seasoned content strategist who specializes in transforming traditional marketing teams into powerful in-house media engines. Here's what you'll learn:

How to apply the Hero's Journey framework to B2B marketing narratives

• How to create effective tension in B2B storytelling
• How to treat content as a "flight simulator" for potential customers
• How to move beyond commodified content to strategic media creation
• How to balance short and long-term results with the "Marketing Marshmallow Test"
• Why B2B marketers should adopt a broadcaster's mindset

And way way more.

Check it out here, and see my top 5 takeaways on a recent Linkedin post. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏

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RESONANCE

Seneca, Letters From a Stoic

Have a great weekend!

Cheers,

Chris

Chris Silvestri Founder & conversion alchemist

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

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