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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.

The copywriter’s theory of everything

My guest commented excited and (admittedly validated). I had just asked them a question that nobody brought up before on any of the podcasts they’d been on.

I get that comment a lot after my podcast interviews. To which I should reply “Thank god, I’m a copywriter, I hope so!”.

The question in this case cam from digging through their months-old Linkedin posts:

Why did I focus on that? I knew it was something they’d love to nerd out on, and it was a unique, fascinating topic. There’s something powerful about seeing people light up when they feel truly understood and listened to.

To me, the craft has never been about much else. Yes, you have the strategy that comes after, you have the writing, but as I always say — 70% of the work is the research. Deep, intentional research. Great copywriting isn’t about catchy lines or persuasive arguments as much as it is about fully understanding the person on the other side. And to do that, you need to be a researcher at heart.

You might call me a writer, but deep down, I’m a UX researcher who knows how to turn what I find into words that sell. And I think we should all strive to be on some level, if we want to make an impact with our marketing.

Getting into this “UX mindset” means constantly thinking about the journey — the before, during, and after — of everything. Whether it’s client work, project management, or even fitness and personal growth, I’m always working through a cycle:

• What’s happened (review)
• What’s happening now (observation)
• What will likely happen (planning)

Applying this model to every phase of the customer journey makes all the difference, because it’s in the details — the nuance of their challenges, their motivations, and their hesitations — that true connection is made.

And you want to connect, not (only) to sell. Do you?

Only when you connect you can write copy that converts. Imagine trying to craft a message for someone if you don’t truly understand what led them there, what they’re feeling as they make a decision, or what they need to feel validated afterward. It's this level of curiosity and attention that builds trust and moves to action.

So, what would change if you started thinking like a researcher with everything you write (or do, really)?

Understand

How do we write copy that resonates with the reader’s emotions and context?

To resonate with an audience, your messaging has to dig into what they care about and need at every stage. Before crafting any copy, consider who your audience is before they encounter your message — what frustrations or desires are they bringing with them?

Then, shift to the present: what are they hoping to get out of your product or service in real time?

Finally, think about the aftermath: what assurances or support do they need to feel satisfied with their decision?

Experience

How can we design the message so it reaches the user at the perfect moment with zero friction?

Structuring a message with the “before, during, and after” mindset reduces friction because it anticipates the customer’s questions and emotions at each phase. In laying out your website copy, this could mean starting with empathy for their initial pain points, seamlessly guiding them through solutions during the experience, and leaving them with a sense of ongoing support afterward. You can make them feel as if you wrote the copy just for them, at exactly the moment they need it.

Act

How can we craft messaging that builds confidence and empowers customers to act?

Copy that converts often leverages social proof, urgency, and relevance, but research brings these triggers to life.

For example, understanding that a customer needs post-purchase validation can help you include testimonials or follow-up emails that reduce buyer's remorse or help them persuade other stakeholders.

Anticipating their needs in advance helps remove obstacles and allows them to feel supported in their journey, which means stronger engagement, conversions, and loyalty.

At the heart of empathy — and effective persuasion — is the ability to see the journey through someone else’s eyes. To get buy-in for whatever you’re selling or promoting, try to meet people where they are

Before.

During.

After.

Remove yourself from the equation for a moment and walk alongside them.

It’s in those moments that true connection happens.

DISCOVERY

Episode 29 of The Message-Market Fit podcast is out!

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I had a great chat with Kevin Lord Barry, co-founder of Right Percent, an ROI-focused B2B advertising agency. Here's what you'll learn:

• How B2B advertising differs from B2C and why it matters
• How to create effective ad variations specifically for B2B
• How to use the SUCCESS framework for compelling ad creation
• How to tailor your messaging for different personas and decision-makers
• How to navigate the lead gen vs. demand gen debate
• What current trends are shaping B2B advertising in 2024 and beyond

And way way more.

Check it out here. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏

Learn to speak your customers language (with AI)

Part 2 of my four-part series for the guys at Every just came out. It's probably the core of my Empathy Engineering framework and it's about creating simulations of your ideal customer profiles.

Every 📧 @every "Words are not static. They don't have fixed meanings that everyone universally understands." What you say isn't always what your customers hear. Here's how AI can help bridge that gap, by @SilvestriChris: https://every.to/p/words-mean-different-things-to-different-people-ai-can-help/?utm_source=twitter every.to Learn to Speak Your Customers' Language—With AI A five-step framework for decoding what people actually hear when we talk to them 3:54 PM • Nov 7, 2024 1 Retweets 5 Likes

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Read to learn what truly makes up your ICPs and how to build virtual ones that can help you research and refine your messaging.

RESONANCE

Seth Godin, This Is Strategy

If you want life to carry you where you want to go, you need to create the conditions for it to do it. You won’t get anywhere if you’re a burden to yourself and to others.

Have a great weekend!

Cheers,

Chris

When you're ready, here's a few ways I can help