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Write a “How it works” page that sells

Welcome to today’s issue of Conversion Alchemy Journal. If you received this from a friend and enjoy it, subscribe here.

I just finished a strategy session with a potential client and I’m buzzing with excitement.

Not because I might have won the project…

But because I’m proud of how the whole call went and of the value I provided them with, for free. Even before the project started.

Strategy sessions are the 45 to 1-hour deep dive calls I have with prospects once we see there’s a fit to work together. I’ve never been 100% happy with them in the past. But I kept working on the structure and on how I conduct them.

Now I can say I’m in a pretty sweet spot for 2 reasons:

  • I’ve added the right questions (even the “tough” ones), at the right time and in the right sequence. Framing is as important as content.
  • I perfected the way I explain and showcase my process. Clarity trumps fancy walkthroughs.

For these reasons we got to the end of the call knowing exactly what the plan of action is, how to get the best result, what it’s gonna cost and how to get started.

The proposal is just a signature at this point.

And that’s how it’s supposed to be.

Here’s their exact words:

Well, it seems very professional and organized, and I’ve went through many iterations of re-doing the website, and well, I wish I would have had this process and someone who is experienced with it because I was always the one in charge of running through this…

And when I presented the budget:

given your process, which is very detailed well, I understand the price, it’s a bit higher than where I wanted to go, but when I was looking at and listening to your presentation, I said, well, it’s very detailed, it would take months…

Notice what the biggest takeaways for the prospect were…


Where am I going with this?

Your process should sell too, and it should do it with both logic and emotion.

That’s why if you’re a SaaS, your “How it works” or “Product tour“ pages shouldn’t be a mere feature walkthrough or a collection of screenshots and explainer videos.

Those do help sell because they tackle the logical part of the brain that justifies the buying decision. But you also need the emotional part, the storytelling element.

The way I crafted my strategy session presentation involves understanding where my prospective clients are coming from: their challenges, motivations, pains, past experiences and more.

It also involves empathizing with them in the moment, on the call, By making sure I ask the right questions and that I don’t force the conversation where I WANT IT TO GO, but rather gently nudge it, allowing space for it to move where THEY NEED IT TO GO to feel comfortable opening up.

In your process / prouduct pages, this translates into walking them through their “day in the life” journey.

Reason why in my ICPs I always include it. A day in the life narrative is a simplified version of what their experience is from the moment they wake up to the moment they go back to bed. It’s helpful because it dives not only into their motivations and pains, but also provides the context around their decision making process.

And that’s what should inform how you present what your product or service does and how.

When it comes to selling on your website, it’s not only about value propositions, pricing pages, feature comparison tables and calls to action. It’s also about your process and the way you present it.

📚 3 things to get better at copywriting

Video: Supwerbowl ads that work

Loved this video by Sabri Suby on the top Superbowl ads and how they turn attention into buyers. The framework he uses to analyze them can be super helpful for taking a look at your copy too: how do you catch, hook, retain and convert your readers’ attention?

video preview

Article: How much do you value your customers’ trust?

Seth Godin shares his insights into trust vs short term profits. Keep it in mind, even when you’re trying to sell with words. Sometimes being transparent and honest about your shortcomings can win you deals.

the same could be said for the local pizzeria. Once you burn some trust, it’s almost impossible to earn it back. – Seth Godin

Swipe file: How to call to action without calling to action

Loved this “non-CTA’ and the copy before it from Joanna Wiebe in one of Copyhackers’ emails. Notice how she builds curiosity up with specific and interesting questions (at least if you’re a SaaS nerd). And then..

How she invites you to click without even using a verb! You bet I clicked that.

P.S. If you’re curious about the article here it is, it’s by my friend and great SaaS email copywriter Esther Grace.


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✅ Don’t miss it

Episode 2 of The Message-Market Fit podcast is out 🚀

video preview

In this episode, Kasia Bargielowski-Foster, Product Marketing Manager at Capsule shares her background from spearheading a popular music blog to leading digital and content marketing initiatives, and her expertise on aligning content with customer needs. Expect practical insights on overcoming departmental messaging challenges and tips for aspiring SaaS product marketers. Plus:

  • How running a music blog can impact your marketing career
  • How to make the leap from content creation to strategic marketing
  • How understanding your audience fuels your marketing success
  • How to excel in the role of a product marketing manager
  • How to overcome challenges in aligning content, product, and sales for business growth
  • How to revalidate personas and Ideal Customer Profiles (ICP) for targeted marketing

And more.

Check it out here, wherever you listen to podcasts or on Youtube. And if you find it valuable, would you consider subscribing and leaving a rating? 🙏

🤔 Thought of the week

“One of the biggest mistakes I made when I was starting out in sales was not dressing for my audience. I was dressing for me—I was wearing what I had in my closet, clothes that felt comfortable.” – Ryan Serhant, Big Money Energy

Controlling how you’re perceived often means doing the harder things. Going against your nature. Because standing out is not natural, but conforming is.

Have a great weekend!

Chris Silvestri

Founder, Conversion Alchemy

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

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Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

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