Episode 19
Every product marketer knows that great messaging is the backbone of a successful go-to-market. But here’s the truth: most messaging is built on guesswork, assumptions, or recycled competitor language. The result? Copy that looks fine on paper but falls flat with customers.
In this episode of Porter’s Product Marketing Podcast, we tackle the critical question: How do you ground your messaging in research that actually resonates?
To answer it, I’m joined by Chris Silvestri, founder of Conversion Alchemy, where he helps SaaS and eCommerce companies turn more visitors into customers through strategic copywriting and UX-focused messaging. Chris has a background in software engineering and a passion for psychology, which he combines to create messaging that’s both technically precise and emotionally compelling. Beyond his client work, Chris is also a prolific writer and trainer, teaching teams how to think and write with clarity, empathy, and impact.
If you’ve ever struggled to translate customer insights into sharp positioning or wondered why your value proposition isn’t sticking, this episode is for you.
🎯 In this episode, we cover:Where to start when conducting research for product messaging
The methods that uncover real customer insights—not just surface-level validation
How to translate raw research into copy that clicks with buyers and internal stakeholders
The most common mistakes PMMs make in research and how to avoid them
Why customer language is often the best raw material for messaging
Research for messaging is often overlooked or rushed. Teams are under pressure to launch quickly, so they write first and test later. But Chris shows how flipping that process—research first, message second—creates copy and positioning that truly lands.
He breaks down not only the “how” of research (interviews, surveys, win/loss analysis, and beyond), but also the “so what”—how to actually use those insights to shape value propositions, positioning statements, and campaign messaging.
You’ll walk away from this episode with practical frameworks and a clearer sense of how to make your messaging customer-backed, not marketer-invented. And you’ll hear examples of where product marketers often stumble—like confirmation bias or talking to the wrong personas—and how to avoid those traps.
In a noisy market, the companies that win aren’t always the ones with the best product. They’re the ones with the sharpest story, rooted in real customer truth. Chris shows you how to get there.
🧠 Who this episode is for:PMMs looking to sharpen their positioning and messaging
Marketers who want to add more rigor to their copywriting process
GTM leaders trying to align teams around research-backed narratives
Founders and early-stage teams searching for their first resonant value proposition
Anyone tired of messaging that looks good in a deck but doesn’t move customers
🎧 Porter’s Product Marketing Podcast brings you conversations with some of the sharpest product marketing minds—from launch specialists to storytellers, strategists, and customer experts. Each episode is packed with tactical insights you can apply immediately.
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💬 If you find this episode valuable, share it with your team—or with a PMM friend who’s ready to take their messaging from guesswork to grounded.
Published on 2 weeks ago
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