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How to stop overthinking your copy

I was watching legendary music producer Tom Lord-Alge work his craft, and something clicked. There he was, navigating a massive mixing console with thousands of controls, moving with perfect intuition. No hesitation. No second-guessing. Just flowing through complex adjustments until the sound in his head matched what was coming through the speakers.

Here's what he said that stopped me in my tracks:

And it hit me – this is exactly what we need for creating copy that connects.

When you're writing copy, you're mixing too.

Instead of EQ and compression, you're balancing voice and tone. Instead of blending instruments, you're weaving together pain points and promises. Instead of looking for the perfect sound, you're searching for the perfect resonance with your audience.

But here's where most of us get stuck: We try to create without a routine. We jump straight into writing without our own equivalent of Lord-Alge's mixing setup. No wonder it feels harder than it should.

So what's our version of "parking the music in the same place"?

For me, it's building a rock-solid research practice. It's about creating such a clear picture of your audience that writing becomes intuitive. You're not guessing – you're channeling.

Here's what my routine looks like now:

1. Deep-dive customer research (calls, reviews, support tickets)
2. Building detailed AI personas that can "think" like ideal customers
3. Testing copy against these AI personas to develop what the Germans call "Fingerspitzengefühl" – a sixth sense or intuitive feel
4. Iterating based on both AI feedback and real customer responses

When you have this routine down, something magical happens. Just like Lord-Alge can close his eyes and mix by feel, you can write by intuition. You know exactly where to push, where to pull back, what will resonate, and what will fall flat.

The beauty of it? Once you've got your routine, you stop overthinking. You stop second-guessing. You just flow.

This week, I challenge you to look at your own process. Where could you create more structure to find more freedom? What's your equivalent of "parking the music in the same place"?

Hit reply and let me know – I'd love to hear your thoughts on this one.

DISCOVERY

How to build something people want in the age of AI

Part of building your research routine is being able to look for thre right things, and it’s getting harder and harder with the amount of problems you could solve for today with AI.

​This piece is a first account experience from a founder trying to stand out among massive players in the AI tech space. I love his thoughts on the importance of context window and narrowing your scope to build a more useful product when others are playing big.

Instagram can be a good place for work and learning too

I recently started sharing some tips on short videos on Instagram and I have to say it can be a nice place for work stuff too. Especially because it’s not saturated with pitch-slappers like LinkedIn is, yet.

Are we connected there?

RESONANCE

Vadim Zeland, Reality Transerfing. Steps I-V

Accepting that no one else but you can shape your reality, is the first step to finding the clarity you need. The second is reframing that from responsibility to power.

Have a great weekend!

Cheers,

Chris

Chris Silvestri Founder & conversion alchemist

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

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