I'm the founder and chief conversion copywriter at Conversion Alchemy. We help 7 and 8 figure SaaS and Ecommerce businesses convert more website visitors into happy customers. Unpacking Meaning is the only newsletter B2B SaaS leaders need to sharpen messaging and shorten sales cycles. A weekly email with one field-tested idea you can use to boost conversions without raising ad spend, make value obvious and friction low, and align teams with clear, scalable messaging.
Would you like decision fatigue with that latte?
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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. Would you like decision fatigue with that latte?Last week, I walked into my usual coffee spot - a cozy little place near my house. You know the type - minimalist but warm, smells like freshly ground beans and possibility. Like clockwork, the barista catches my eye, smiles, and before I can say anything: "The usual?" A quick nod, and five minutes later I'm settled in my favorite corner upstairs, laptop open, perfect coffee in hand. Just like that.
There's another café nearby that's quite different. Every order feels like a questionnaire: "Have here or take away? Which size? Where will you be sitting? Name for the order?" Each question jolts you out of your flow, making what should be a simple coffee run feel like filling out a form. Great copy. We often think it's about eliminating decisions. But really? It's about making them feel inevitable. I always tell my clients that "we don't sell products, we sell decisions." And the key is doing the hard work upfront to make those decisions feel effortless for our prospects. Think about it - every paragraph your reader encounters is actually a micro-decision ("Should I keep reading?"). Every claim requires a micro-judgment ("Do I believe this?"). Every section break is a micro-commitment ("Should I continue?"). The art isn't in removing these decision points - they're necessary steps in the journey. It's in stringing them together so seamlessly that your reader never feels like they're deciding at all. They're just... flowing. Reading without feeling like they're reading. Deciding without feeling like they're deciding. Just like that first café doesn't actually made fewer decisions for me - they've just done the work to understand and anticipate each step of my journey, making those decisions feel like natural steps in getting exactly what I wanted all along. Here’s a quick framework to implement this:
The best copy doesn't feel like copy at all. It feels like someone reading your mind. DISCOVERYExcited to share our latest case study for the work with Moz! 🎉When the SEO tool market is over crowded and almost everyone claims the same features, how do you make your value impossible to ignore? That was the challenge Moz faced – and together, we found the answer. Through collaborative workshops and deep customer research, we:
A huge thank you to the incredible team at Moz, especially Chima Mmeje for being such an amazing collaborator throughout the process. Your insights, ruthless (but super welcome 😄) feedback, and enthusiasm made this project truly special. AI can already simulate humansA two-hour interview is enough to accurately capture your values and preferences, according to new research from Stanford and Google DeepMind. (Source) Yep, apparently some researches tried replicating people's personalities with AI and they got 85% there. I'm consistently more bullish on the area called "synthetic research" ( I wrote 5 pieces on how I use it my copy work) where we can use LLMs to simulate our customer personas and use them for research, testing and even writing copy. Looks like more people are catching on to it. Spoiler alert: yesterday I interviewed Hugo Alves, co-founder at Synthetic Users, and we went deep into this stuff. The episode is coming out with season 2 of The Message-Market Fit podcast in the new year, along with other super cool guests. RESONANCE"the most important boss whom each of us answers to is ourselves. And what it means to have a better boss is to have a boss who raises the bar for us but still gives us a break when we fail. What we need is a boss who is diligent and patient and insightful." Seth Godin, The Practice We don’t rise to the level of the external praise we get, we fall to the level of our self talk on our most challenging moments. Watch it. Have a great weekend! Cheers, Chris 🙌🏻 Let’s be friends (unless you’re a stalker) When you're ready, here's a few ways I can help |
Hi, I'm Chris, The Conversion Alchemist
I'm the founder and chief conversion copywriter at Conversion Alchemy. We help 7 and 8 figure SaaS and Ecommerce businesses convert more website visitors into happy customers. Unpacking Meaning is the only newsletter B2B SaaS leaders need to sharpen messaging and shorten sales cycles. A weekly email with one field-tested idea you can use to boost conversions without raising ad spend, make value obvious and friction low, and align teams with clear, scalable messaging.
How I use AI “If a reviewer asks, ‘What did you mean by this line?’, it’s not acceptable to reply with ‘Oh sorry, AI wrote that, just ignore it.’” It’s what Sophie Alpert wrote in Clay’s AI writing policy. When I read it, I was like, “Wait, WTF, people actually do that?” It’s crazy to me that anyone would leave AI copy unchanged and then use the model as an excuse. As the copywriter, my job is to bring the expertise clients need to turn their internal thinking into something customers can...
Are you helping AI find you? Over the last couple of weeks, I reviewed 20 B2B websites for members of Exit Five. The companies were completely different. Healthcare software, enterprise AI, video production, financial services, event marketing, access control and more. But the questions in their submissions sounded familiar: Does our new story actually land? Which product should lead? Do buyers understand why we’re different? Are we trying to say too much? Why do people seem to understand the...
One product story can hide two buying jobs Ok, picture this: your product has outgrown the neat little category that first got it traction. What started as one useful tool now handles a much bigger workflow. Then you add a higher-ticket offer for teams with more data, more people involved, and more at stake. The business has expanded. The homepage, however, still tells the old story. That was the situation with a recent client, Findymail. It had grown beyond an email-finding tool into a full...