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In this episode of UX Leadership by Design, Mark Baldino talks with Chris Silvestri, founder and chief conversion copywriter at Conversion Alchemy. Chris brings a rare blend of backgrounds—software engineer, UX designer, and conversion copywriter—to tackle one of the toughest challenges in B2B: turning complex decision-making into clear, effective messaging. We dig into his AI-powered empathy framework, PATH, and explore how he uses customer research, simulated personas, and real language to help teams write content that connects. For anyone working in UX, product, or content, this is a masterclass in aligning messaging with how humans actually think, feel, and decide.

Key Takeaways

• Empathy can be “engineered” – Chris shares his AI-powered PATH framework (Prepare, Articulate, Test, Harmonize) to simulate customer personas and deepen user empathy.
• Conversion is a series of micro-decisions – It’s not just about a final click—every piece of copy should guide users through their decision-making process one step at a time.
• Vague messaging creates drop-off – If users can’t understand what you do, who it’s for, or why it’s different in a few seconds, they’ll bounce.
• Expectation-setting is everything – From homepage copy to “Book a Demo” CTAs, clear expectations can dramatically reduce friction and build trust.
• AI won’t replace writers—it augments them – Used correctly, LLMs can simulate customers, test ideas, and accelerate iteration—if humans remain in the loop.
• UX, sales, and copy need a shared foundation – Chris’s work helps unify these functions by anchoring messaging in customer research and decision psychology.

Chapters

• 00:00 – From Engineering to Empathy
• 03:47 – Lessons from Dangerous Machines
• 06:02 – The Pyramid of Conversion
• 10:56 – Jobs to Be Done in B2B
• 13:47 – Selling to the Whole Buying Team
• 17:45 – Common Copy Mistakes
• 25:45 – AI and Empathy: The PATH Framework
• 31:00 – How Chris Uses AI Personas for Better Copy
• 33:51 – AI as an Accelerator, Not a Replacement
• 34:00 – From Copywriter to Conversion Architect

Resources & Links

• Conversion Alchemy Website, Newsletter, & Podcast
• Connect with Christopher Silvestri

• Connect with Mark on LinkedIn
• Fuzzy Math - B2B & Enterprise UX Design Consultancy